Swedish consumers became more aware of hygiene at the beginning of the COVID-19 pandemic, which led to heightened concern regarding levels of cleanliness at home. As a result, Swedes washed personal effects more regularly and in smaller loads to ensure optimal cleanliness.
Automatic washing machines, with advanced hygiene wash cycles, became an important possession for households in Sweden during 2020. This is to ensure that laundry is virus and bacteria free, but also to minimise visits to shared laundry rooms (many Swedish apartments have shared laundry rooms for which time slots are booked for usage).
The top three companies in laundry care are Unilever Sverige AB, Arvid Nordquist HAB, and ICA Sverige AB. Unilever and Arvid Nordquist own big brands like Via, A+ and Comfort which span a wide variety of products, formats, and sizes which makes them appealing to a lot of consumers with different needs.
Laundry care is expected to first realise negative retail value sales growth at constant 2020 prices in 2021, after which the category is expected to see slow constant retail value sales growth. The largest driver for the rise in laundry care retail value sales is likely to be an ongoing concern regarding health and hygiene with households expected to take greater care in washing their laundry.
The relatively weak economic outlook over the forecast period is expected to put downward pressure on the magnitude of unit price increases. In addition, as more consumers shift from hypermarkets and supermarkets to discounters, private label laundry care is predicted to grow over the forecast period.
Sustainability is a long-term trend in Sweden, which is expected to lead to more product innovation and new product development over the forecast period, across all price segments in both brands and private label. The focus is expected to continue being on formulations and packaging solutions that minimise environmental impact.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Sweden 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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