Laundry care is the largest category within homecare in both volume and retail value terms. Although the laundry care category did not increase its retail value sales growth by much year-on-year, the category did see modest growth in 2020.
Slovenians are increasingly aware of environmental issues and ecological laundry care products became more visible at the end of the review period and eco-friendly products continued to sell in 2020. The marketing of laundry care is focused on concentrated products and ones which can be used at lower temperatures, with this appealing to consumers looking to economise as well and those who are concerned about the environment.
Horeca and school closures during both lockdowns as a result of the pandemic negatively impacted business to business sales of laundry care products in 2020, while home consumption sales growth was largely unscathed. According to Orbico doo, which distributes Procter & Gamble’s brands Ariel, Lenor, and Dash, saw retail value sales growth of 5%, 2%, and 5% respectively.
A more positive economic outlook is expected during the forecast period, which is likely to result in higher disposable incomes. As a result, more consumers are likely to opt for eco-friendly premium-priced products in laundry care over this period.
As the COVID-19 vaccine is rolled out and people’s lives start normalising, positive consumer confidence and rising disposable incomes are expected to fuel sales of convenience products, namely washing machines over the forecast period, although washing machine possession is nearing full capacity. This will undoubtedly shift some demand from products that require physical exertion such as bar detergents and hand washing detergents to products which complement washing machines such as standard powder and standard liquid detergents.
The highest value share growth for producers and retailers over the forecast period is expected to be dictated by their ability to innovate the convenience and eco-friendly aspects of their products. Due to a relatively small number of domestic producers, combined with relatively high entry barriers and market maturity, the future of environmentally friendly products will be dictated by large international players such as The Procter & Gamble Co and Henkel AG & Co KGaA.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Slovenia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Laundry Care research and analysis database.
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