Laundry care is set to record positive retail volume growth in 2021, driven by liquid tablet detergents, in-wash spot and stain removers, liquid fabric softeners, fabric fresheners and other laundry aids. Retail value remains in positive territory, supported by a further increase in the average unit price.
The supply chain issues that began in Q1 2021 have continued throughout the year and have been exacerbated by a rise in costs of raw materials in the second half. This is primarily due to a lack of shipping containers transporting goods from Europe into the UK.
Unilever has rebranded and reformulated its entire laundry care product range under its brand Comfort in line with wider home care sustainability standards in addition to repositioning it as a laundry care expert. Its packaging is made from 100% post-consumer recycled plastic and the new concentrated formula has been developed to reduce the volume of product being transported throughout the UK, which cuts down CO2 emissions.
Concentrated liquid detergents and liquid tablet detergents are predicted to register strong performances over the forecast period, while laundry aids such as fabric fresheners will record higher retail volume growth compared to the review period. This is because these products are considered to be necessities with detergents comprising the basis of any product used when households wash laundry.
The forecast period is likely to see greater consolidation of sustainable brands, products, formulations and distribution models. For example, Ecover’s partnership with retailer Waitrose in refilling stations and Procter & Gamble’s commitment to using post-consumer recycled plastic in its packaging, as well as ensuring that packaging is 100% recyclable.
Laundry care manufacturers are looking to develop and market a higher number of products with sanitising benefits. During the pandemic, sanitisation took place in the home in the form of surface care, but the availability of laundry care with sanitising benefits remains scarce.
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This report originates from Passport, our Laundry Care research and analysis database.
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