Laundry Care in Spain

PROSPECTS

Liquid detergents cannibalises laundry care’s demand

The positive evolution of laundry care in current value terms in 2018 was mainly driven by the strong growth registered by concentrated liquid detergents, and the emergence of liquid tablet detergents. Consumers are increasingly concentrating their laundry care purchases on this product, reducing purchases of other laundry care products, leading to the decline in volume terms of overall laundry care.

Premiumisation and specific features of all-in-one detergents

Manufacturers invested in the development of concentrated liquid detergents that already incorporate other products, such as softeners, stain removers or ironing aids, jeopardising sales. This was a similar situation to liquid tablet detergents, which despite their still low participation, registered the strongest value growth in 2018.

New products to add dynamism to value sales

The popularisation of all-in-one liquid or gel detergents determined the negative performance in volume terms of fabric softeners and laundry aids. Nevertheless, this highlights the emergence of a new kind of product in the Spanish landscape, that of scent booster with the main manufacturers launching their products.

COMPETITIVE LANDSCAPE

Strong competition amongst leading players

The competitive landscape of laundry care remained stable in 2018 with the three leading players maintaining their positions despite fierce competition from smaller players. Mercadona’s private label, Bosque Verde, enjoys a high reputation amongst local consumers due to its affordable prices and the good performance of the detergents.

Portfolios reorganised to compete

In general, laundry care in Spain is characterised by a large number of players, which in order to compete and better position their brands, opted to reorganise their product portfolios. Manufacturers focused on their most valuable products while withdrawing from other categories.

Liquid detergents offers innovation

Considering the increasing share of liquid detergents, manufacturers concentrated most of their new launches and advertising campaigns on two formats; liquids and tablets. Main brands such as Ariel and Dixan extended their portfolios by introducing new fragrances or the integration of additives such as those for easy ironing, additives that allow the user to avoid having to separate coloured clothing or added softener or spots removers to the detergent.

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