Laundry care sees a positive impact from COVID-19 in 2020, thanks to consumers adhering to higher standards of personal and home hygiene in a bid to safeguard themselves from the virus. This has led to higher levels of demand and consumption which have boosted sales from historically poor figures, further driven by statements from medical specialists, governments and the media, which recommend consumers increase the frequency of washing clothes, along with using disinfectants and higher washing temperatures.
The shift towards more modern and highly effective types of laundry care products continues in 2020 – despite the economic crisis and financial uncertainty caused by the COVID-19 environment, thus lower consumer spending power and more selective purchasing choices. Consumers in the Czech Republic continue to opt for products such as liquid detergents (at the expense of powder variants, with standard powder detergents seeing the steepest declines in both value and volume terms), tablet detergents, and new formats (such as the aforementioned laundry sanitisers), along with scent boosters, colour catchers, and even washing machine cleaners.
Henkel CR spol sro maintains its lead in laundry care in 2020, thanks to its top Persil brand (along with Silan, Palmex and other brands, which hold smaller shares). Whilst still holding a strong company value share lead on its closest competitor, Procter & Gamble Czech Republic sro, Henkel continues to lose small shares in 2020, due to growing competition from smaller players, alongside new brands and products with strong promotional support (for example, Savo, Coccolino from Unilever CR spol sro and Lenor from Procter & Gamble Czech Republic sro).
It is expected that increased demand for laundry care products will continue in 2021-2022, as consumers will continue to uphold high standards of hygiene due to the current and ongoing threat of COVID-19. Value sales are expected to be higher than volume sales for the short-term forecast period, and the particular spikes seen in 2020 are also attributed to consumers stockpiling on home care products at the start of the first COVID-19 lockdowns.
Over the longer-term forecast period, whilst laundry care will continue to perform better than historic norms (in both value and volume terms), the dynamism of growth rates of expected to fade towards the end of the forecast period, alongside the gradual fading away of consumers’ fear about COVID-19 and learning to live in a more settled way in the changed environment. However, the ongoing higher-than-historic sales will continue to be driven by changed consumer habits during the pandemic, which have ultimately led to ongoing higher standards of hygiene overall (for example, a higher frequency of washing, the use of laundry aids such as laundry sanitiser, and the use of more sophisticated products).
Strong dynamism in laundry aids, in particular, is expected to continue over the forecast period, driven by the trends for more modern and sophisticated products seen in 2020. Despite many such products carrying a more premium price tag, this will not deter consumers from making such investments in laundry care.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Czech Republic 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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