Laundry Care in Sweden

PROSPECTS

A growing category

Laundry care in Sweden is a growing but at a slower rate than earlier in the review period. Growth will tail off primarily because of advancements in detergents, which are becoming more multi-functional and are negating the need for consumers to buy other laundry care items such as colour-safe laundry bleach and stain removers.

Fabric softeners perceived as excessive and unnecessary

There is growing concern among consumers that the use of fabric softeners is harmful to the environment. This is something that partly has created a trend for homemade fabric softeners based on vinegar, but companies have also started taking advantage of this by changing their products.

Powder detergent remains on top

Even though liquid and tablet detergents are gaining popularity among consumers in terms of how easy they are to use, concentrated powder detergent is still the biggest format among detergents in both value and volume terms. This is mainly because of the way it is purchased.

COMPETITIVE LANDSCAPE

Big brands with big ranges of products

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, Ariel and Comfort which span a wide variety of products, formats and sizes which makes them appealing to a lot of consumers with different needs.

Cold water washing increasingly popular, but with some scepticism occurring

As per the sustainability and environmental movement in Sweden, the use of any chemical is scrutinised and its necessity questioned. As a result of this, a lot of innovative ideas and solutions are being presented to meet consumer demand.

Eco-focus drives sales

One of the fastest growing companies on the market in 2019 was Cederroth AB, which is the owner of the brand Grumme. Grumme is very focused on sustainability, which is very important to consumers and is the primary reason for the success it has seen.

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