The laundry care market in established economies is resistant to change and is characterized by some degree of inertia. However, consumers' preferences and product innovations are gradually evolving even in the most stable markets, with marked change occurring in emerging markets, as relative affluence increases and the approach to laundry care progresses.
Scope of this research
- Covers laundry care, with a thorough exploration of market value and volume figures at the category level
- Detailed analysis on consumer attitudes towards, and perceived influence of, different product features and benefits impacting choice
- In-depth action points offering practical strategies based on the trends and insights uncovered in the report
- Covers five major geographic territories: North America, Europe, Asia Pacific, MENA and Latin America
Research and analysis highlights
The sales of laundry detergents, as a proportion of overall laundry care products are lowest in Saudi Arabia (55.9%) and Japan (58.5%) and highest in Russia (84.7%) and India (84.5%).
In Sweden, conditioners account for less than 4% of the market value, but as much as 32.2% in Saudi Arabia; a significant variance. Where conditioner sales are relatively low, producers should attempt to increase sales or bundle the ingredients and price of conditioners into the price of complete multi-function detergents.
For Indian consumers, natural ingredients are indeed a high level concern (for 72.8% vs. 76.1% for ease of use). In India, the high prevalence of washing by hand makes natural ingredients more welcome for consumers due to their enhanced gentleness on the skin.
Key reasons to purchase this research
- Develop better targeted products with detailed understanding of laundry care needs and preferences of consumers across 17 countries
- Access data analysis from two waves of primary consumer research, and best practice examples of innovative and effectively marketed products
- Improve your marketing with best-practice examples. Develop action plans using Datamonitor's recommendations as a catalyst for idea generation