Laundry care responded well to the COVID-19 pandemic in 2020 due to the raised concerns around hygiene that led many consumers to wash their clothes more frequently. In 2021, laundry care will continue to perform better than see over the review period but witness a slowdown in comparison with 2020.
Henkel Srbija will remain the strong leader in laundry care in value terms in 2021, with its Merix, Persil, Perwoll, Silan and Mer San brands, which are well-known amongst consumers. The player is known to be socially responsible as in April 2020, the company supported the aid action by the Serbian Chamber of Commerce and the City of Belgrade by donating 185 tonnes of its products to senior citizens with low-income levels to help them during the quarantine period due to COVID-19.
Private label recorded has been performing well since the outbreak of COVID-19, with all four major private label players with significant value shares in laundry care (dm-Drogerie Markt, Mercator – S, Delhaize and DIS) seeing above-average value sales growth compared to the review period. This clearly indicates that the popularity of private label is rising amongst Serbian consumers.
Laundry care is expected to keep growing in volume terms in 2022 and beyond, but at a visibly slower rate than in 2020 and 2021. This is because some parts of the product area were artificially boosted during the pandemic, and this has started to slowdown in 2021 and will continue doing so over the forecast period.
Hand wash detergents is expected to be one of the worst-performing product areas within laundry care over the forecast period as the consumer base (usually older and rural consumers) for these products is shrinking. Likewise, hand wash detergents as well as standard powder detergents are very mature and starting to show signs of saturation.
Powder detergents is expected to see further volume decline over the forecast period to 2026 as the move from powder to liquid and tablet formats is expected to continue. Improvements in the marketing activities undertaken for these categories is anticipated, emphasising their efficacy and convenience to consumers, which is expected to contribute to rising sales over the forecast period.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See All of Our DefinitionsThis report originates from Passport, our Laundry Care research and analysis database.
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