Laundry care has been recording modest year-on-year real value growth of late in Western Europe, with this remaining the case in 2020. Growth is being primarily driven by liquid tablet detergents and concentrated liquid detergents. Coronavirus (COVID-19) did not have any major effect on the overall market, although it did help boost sales of laundry sanitiser, particularly in the UK. Laundry care is expected to continue recording modest annual growth rates over most of the forecast period.
Liquid tablet detergents and concentrated liquid detergents have been driving growth in actual value sales terms over the historic period. Liquid tablet detergents are gaining popularity in France, the region’s biggest market, as consumers continue to search for greater convenience, with many of these products now incorporating laundry aids, including fabric conditioners or softeners. The tablet format finds favour with consumers who want to avoid over-dosage of the product during their wash. Liquid tablet detergents will continue to grow, supported by increasing demand for convenience, with manufacturers continuing to innovate with increasingly sophisticated concentrated formulations, which will reduce the need for consumers to buy a number of separate specific products.
Overall sales remained at year-earlier levels during 2020, against the backdrop of the pandemic. However, standard powder detergents were enjoying something of a mini-renaissance, with consumers buying in bulk, both to reduce shopping trips to physical stores and for the better price per kg with bigger pack sizes. Laundry sanitiser was also selling well in some countries (eg the UK, Belgium) for its sanitising and disinfecting properties.
year of the forecast period. Liquid tablet detergents and concentrated liquid detergents will continue to drive real value growth in actual sales terms. Sustainable and environmentally-friendly products are also expected to enjoy further development and rising popularity over 2020-2025. Laundry care will see a slight dip in sales in 2021, before returning to positive growth rates from 2022, which are slated to improve slightly with each passing
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