After robust retail value sales growth during 2020 as a result of the pandemic and Swedes’ intensified hygiene routines, laundry care sales declined in 2021. Nevertheless, the e-commerce channel’s retail value sales continued to grow at the expense of modern and traditional grocery retailers as some laundry care players reacted to consumers’ increased willingness to use e-commerce and created new online services.
Enhanced performance is a strong trend in Sweden due to many busy consumers wanting efficient but excellent laundry results. For example, Comfort Ultimate Care (Unilever Sverige AB) launched a new liquid fabric softener with PRO-FIBRE technology during 2021.
Biodegradable, more sustainable and free-from allergens laundry care products continued dominating sales in 2021. For example, the third ranked brand Neutral (Unilever Sverige AB) launched Neutral 0% and markets it as especially developed for sensitive skin and was developed in collaboration with Asthma and Allergy Association in Denmark, Norway and Sweden.
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.
A+ Pro Nature (Arvid Nordquist HAB) launched the Dr Beckmann line that includes various laundry care categories such as laundry aids and laundry detergents at the end of the review period, while Grumme Grönsåpa (Green Soap) from Orkla Care AB launched a new sea breeze scented laundry detergent and fabric softener. Such new product developments are likely to assist players in gaining more visibility and consumers awareness over the forecast period.
Marketing strategies will remain of utmost importance during the forecast period. Furthermore, players are increasingly in direct contact with consumers through social media platforms and this strategy is becoming essential, especially to receive feedback and when developing new products.
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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 is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.See All of Our Definitions
This report originates from Passport, our Laundry Care research and analysis database.
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