In 2018, laundry care recorded a similar performance to 2017, posting only a marginal increase in retail value sales. This relatively weak performance was driven by a moderate decline in the value sales of laundry detergents, which continued to suffer from ongoing discounting.
Premiumisation was a key trend in laundry care in 2018. Besides growing demand for high quality and more sophisticated products, this was visible mainly in the continuing shift from powder and standard laundry detergents to liquid and concentrated variants.
Laundry aids was the best performing category in laundry care in 2018, recording double-digit current value growth. Sales were driven by increasing demand for products such as colour catchers, scent boosters, water softeners and laundry sanitisers, with these also benefiting from rising availability as some of the leading multinationals launched these for the first time in the Czech market.
Laundry care continued to be dominated by strong multinationals in 2018, led by Henkel. The company remained particularly strong in fabric softeners and laundry detergents, in which it ranked first, while in laundry aids in ranked second behind Reckitt Benckiser.
Unilever continued to gain share in laundry care in 2018. The company benefited from both the ongoing growth of brands which were launched over the review period (the laundry detergent Surf and fabric softener Coccolino) and the introduction of new products such as Coccolino Perfume Pearls scent boosters and Savo chlorine-free concentrated powder and liquid detergents.
Although private label has not yet reached its full potential, its value share in laundry care stagnated in 2018. This can be attributed to the premiumisation trend, rising disposable incomes and an ongoing high number of price discounts on branded products.
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This industry report originates from Passport, our Home Care market research database.