Home seclusion and consumers’ strong concerns for health and wellbeing, due to COVID-19 factors in 2020, contributed to an increase in laundry care volume sales. This is because consumers are doing their laundry more frequently and, in some cases, using additional products and larger amounts, to ensure particularly thorough cleaning.
Whilst consumers are, indeed, opting for products offering discounts and savings, the popularity of novelty laundry care continues in 2020. The best performing categories during the year are colour catchers and scent boosters, both of which are still quite new to appear in the data and thus are on an upwards trajectory.
Migros Genossenschaftsbund eG maintains its lead in laundry care in 2020, thanks to the success of its top private label Total brand (alongside Elan, Yvette, Exelia, M-Budget, and Total Savo, with smaller brand shares, to name but a few). Private label players, predominantly Migros and Coop, are in a strong position due to constantly improving their product quality and offering similar products to those from the most successful brands.
New product launches over the forecast period are expected to focus specifically on efficacy and disinfectant/germ-killing features, despite many of them actually being designed as particularly green and sustainable products. Environmental considerations are increasingly influencing consumers’ purchasing decisions across a wide range of home care products in Switzerland.
Residing at a generally high level – with volume sales having experienced an originally unexpected boost in 2020 – volume and value sales are likely to remain stagnant over the forecast period, with slightly declining tendencies. Higher levels of product concentration resulting in lower dosages and thus smaller required amounts, as well as multi-functional or enhanced products, are likely to reduce the need for additional products or large amounts (thereby causing a slight decline in sales).
It is, however, expected that consumers will continue to uphold an increased frequency of laundry cycles, due to ongoing health and hygiene concerns – and especially when returning to work and starting to partake in social and leisure activities again. Consumers will remain increasingly aware of the need for sanitation and, therefore, there will be a continued demand for safe, effective and convenient laundry care products.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Switzerland 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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