Market research on the home care industry. Our reports feature a ...
Market research on the home care industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and share data, distribution and industry trends.
Laundry care emerges as one of the fastest-growing categories in home care, propelled by the increasingly busy and active lifestyles of consumers, leading to more soiled clothing. Fabric softeners witness significant growth within laundry care,…
In 2023, laundry care registered a modest overall decline in retail volume terms, although some categories, such as tablet detergents and liquid detergents, spot and stain removers and "other" laundry aids saw increases. The decline in the largest…
In 2023, laundry care saw a decline in retail volume growth as retail value sales were bolstered by rising inflation and high price points. Furthermore, as hygiene concerns diminished following COVID-19, Irish consumers were returning to pre-pandemic…
Though inflation eased in 2023, it was still high. As such, laundry care registered marginal constant value growth and minimal volume growth. Fabric softener registered the highest value growth, but it was liquid detergent that registered the highest…
Laundry care saw growth in retail current value terms in 2023. However, retail volume sales fell by an even larger amount than the drop seen in 2022. What pushed up value sales was price increases. Japan saw three decades with little growth in the…
Laundry care witnessed relatively modest growth in 2023, attributed to the aftereffects of the COVID-19 pandemic, which led to a rise in the cost of raw materials. However, sales are picking up compared to recent years and the leading players in the…
Laundry care experienced growth in both retail volume and current value terms in India in 2023, on account of factors such as greater consumer mobility and the stabilisation of prices. Increased mobility fuelled higher demand for laundry care…
In 2023, trends were very similar to the previous year, but more moderate. So, although the number of people engaging in outdoor activities, going to school or university or going to their offices increased for the third year in a row, the dynamics…
After 2022’s deep decline, liquid tablet detergents posted positive growth in terms of volume sales in 2023, with this attributed to its products’ efficient formulas and user-friendly attributes. Though growth was low, it was the fastest in the…
While retail value growth was positive in 2023, this was driven by ongoing inflation, with price rises encouraging Serbians to adapt their budgets in line with reduced disposable incomes. Many have begun to focus on essentials while consuming less…
Despite laundry care remaining in a negative volume slump, value sales remain supported by the higher prices in the category, as the notable players are big global names. Indeed, Procter & Gamble Hellas SA and Unilever Hellas SA are the top two…
Laundry care continues to grow in both value and volume terms in 2023, with rising prices, especially in powdered detergents, benefiting value brands, including Chinese brands, Todo Brillo from the local company Industrias Luri, and Uno from Unilever…
With inflation still being high, especially earlier in the year, laundry only registered muted constant value growth, with volume sales falling, as continuing rising prices led consumers to cut back. Consumers in particular cut back on the…
Sales of laundry care declined in retail volume terms as economic pressures and price rises pushed consumers to make savings. However, the essential character of laundry detergents means it is hard for consumers to significantly reduce their use of…
In 2023, laundry care recorded high single-digit current value growth, strongly influenced by consistent sales results by standard liquid detergents, concentrated liquid detergents, liquid fabric softeners and fine fabric detergents. In terms of…
High inflation fuelled retail value growth in 2023, leading to double-digit value results for laundry care. Despite the price increases, sub- categories such as hand wash detergent and bar soap registered retail volume growth due to their essential…
Laundry care overall in Kazakhstan was in decline in terms of volume sales in 2023, and while current value sales were rising, the pace was slower than that recorded during the previous year, 2022. To succeed in Kazakhstan, laundry care players need…
Laundry detergents performed well in 2023 thanks to the return to face-to-face school and frequent uniform washing, with stronger value than volume growth due to price increases. The challenging economic environment, political situation and…
Despite the fact that laundry care is relatively inelastic compared to other home care products, retail volume sales experienced a decline in 2023, driven by a fall in consumers’ purchasing power. In an attempt to save money, many local consumers…
Laundry care registered a fall in volume sales in 2023, as a result of a significant number of consumers crossing the border into Argentina to buy laundry care products. Although inflation has soared in Argentina, the depreciation rate against the…
Due to increased prices and rising inflation, retail value growth saw a high increase in 2023, recording double-digit growth. Retail volume growth continued to be positive on the landscape, driven by detergent tablets and dryer sheets, although price…
As inflation continued to impact Singapore's economy in 2023, resulting in rising prices of many goods and services, local consumers started to carefully consider their purchasing decisions. Laundry care sales, encompassing popular products such as…
In 2023, laundry care saw a return to growth in volume terms, and higher growth in current value terms. Sales were boosted by the return of pre-pandemic lifestyles. This led to an increase in the frequency of washing clothes, as consumers paid more…
Retail current value sales of laundry care continued to increase in 2023, supported by inflationary pressure, as retail volume sales continued to drop. Overall, increases in the cost of raw materials, shipping costs, labour wages and energy have led…
Ongoing economic hardship and surging inflation rates continue to impact purchasing decisions, with many Algerian consumers refraining from purchasing anything other than basic laundry care products in an attempt to reign in household spending.…
Laundry care experienced growth in both retail volume and current value terms in Australia in 2023. Higher demand was driven by increased net immigration, and greater mobility outside of the home. Most companies have supported their employees to…
Laundry care in Morocco saw healthy growth in current value terms in 2023, continuing the trend of the previous year. However, this was partly due to inflationary pressures, as manufacturers, squeezed by rising energy and other input costs, opted to…
In 2023, retail value sales growth was extremely high, driven by rising prices across laundry products. Retail volume sales also remained positive, bolstered by laundry detergents registering high volume growth thanks to consumer bulk purchases.
Liquid tablet detergents posted the strongest performance in laundry care in 2023 due to the high level of convenience offered by the category, as well as many other advantages, including the fact that these products do not take up much storage…
Laundry detergents had mixed fortunes in 2023 as Peru faced several challenges. The social conflicts that began at the end of 2022 following the dismissal of former president Pedro Castillo produced numerous production stoppages, which had a negative…
While retail value sales were double-digit, retail volume sales declined in all areas apart from other laundry aids in 2023, with sales negatively impacted by rising inflation and reduced consumer spending power. As such, consumers focused on…
Laundry care registered moderate volume growth, supported by continuing population growth. Local company Industria La Popular continued to lead with its numerous detergent brands, including Ambar, Bex and Espumil. However, there was very little…
Laundry care in Georgia remains heavily dominated by powder detergents, as these are more affordable than liquid detergents and tablets. Also, consumers believe that powder laundry detergents will last longer and clean better, making them a more…
Laundry care saw a negligible retail volume decline in 2023, although growth continued in current value terms due to slight price rises and premiumisation. Liquid detergents saw healthy double-digit current value and volume growth in 2023, whilst…
Value sales of laundry care, the largest category in German home care, continued to grow in 2023, albeit at a slower pace compared to the previous year. The most substantial growth within laundry care was observed in liquid tablet detergents and…
Laundry care in Uzbekistan encountered notable developments in 2023, marked by a juxtaposition of growth and hurdles. On one hand, the product area experienced an upward trajectory, propelled by the expanding population and rising demand for laundry…
Laundry care recorded positive retail value growth in 2023, driven by rising price points. Rising inflation and raw materials costs, alongside domestic and international shipping costs, resulted in higher costs across all laundry care products.…
The Spanish market for laundry care experienced a decline in retail volume terms in 2023. This was partly due to a change in laundry habits, in light of the high cost of living, as consumers looked to control their energy bills and make more…
The persistent high inflationary conditions of 2023 dampened consumer purchasing power, and demand for laundry care products fell for the third consecutive year. This was in marked contrast to 2020, when laundry care products saw positive growth in…
After the huge price shocks in 2022, unit price growth in laundry care softened to single digits as inflation fell in Lithuania. Concerns regarding inflation also abated in 2023, yet consumers were still conscious when shopping for laundry care and…
Value sales of laundry care recorded a strong double-digit increase in 2023 as soaring inflation pushed up average unit prices. Volume sales, meanwhile, were dampened as a result of increasing price sensitivity among Croatian consumers, and…
In 2023, retail value growth was higher than retail volume growth, driven by increased price points. Rising prices created price-conscious consumers who engaged in value-seeking practices. This included strategic buying during sales, relying more…
Demand for laundry care products continued to fall in Italy in 2023, as consumers maintained the less rigorous washing and sanitation regimes practised pre-pandemic. Reduced anxiety over catching the virus, along with rising electricity costs and…
While retail value sales were positive in 2023, these results were heavily driven by increased unit prices. As such, retail volume sales struggled, negatively impacted by rising inflation and reduced consumer spending power. This led to a retail…
Value growth in laundry care is being supported by inflationary price hikes, whilst volume sales remain in a decline. This is due to price-sensitive consumers budgeting in laundry care by using lower volumes of product per use, in addition to doing…
Laundry care saw further growth in both retail volume and current value terms in 2023. Two-in-one formulas, which combined the functions of both laundry detergents and fabric softeners, became increasingly popular, in keeping with a rising consumer…
In 2023, laundry care current value growth was driven largely by price increases. Laundry detergents saw above average price rises, not only due to upward price movements, but also to a decline in visible promotional activity, which was less frequent…
In 2023, retail value growth remained double-digit in laundry care, impacted by ongoing inflation and rising price points. Liquid tablet detergents exhibited the most rapid growth in both retail volume and value, thanks to its efficient formula and…
Laundry care witnessed a second consecutive year of strong price rises in 2023, which notably dampened the purchase rate of these products by local consumers. On 1 November 2022, multinational player Unilever raised the prices of its products,…
Laundry care has been adversely affected by rising prices, prompting Finns to adopt energy and water-saving practices. Consumers are prioritising full-capacity loads and opting for low-temperature washing cycles. Despite the overall decline, laundry…