LAUNDRY CARE PRODUCTS MARKET ANALYSIS

Market Challenges And Opportunities

Increasing adoption of cloth wash line in various developed economies such as US and Canada has allowed the government organizations such as Colorado Department of Public Health and Environment to exert strict rules on the practice of publicly availed cloth wash lines. According to CDPHE, Laundry facilities, shall be maintained clean and in good repair; except when life skills training is provided, laundry facilities shall be inaccessible to children. These regulations provide safety to children from various chemicals, which they are exposed during usage of various laundry care products such as fabric softeners and bleaches. High competition among various brands such as Ensueno, Cloralen, Pnol detergents, and Pril, results in major price wars, with consumer largely characterized by a lack of brand loyalty. This leads to major market volatility in terms of key players in the market. However, stringent regulations leading to product recall is one of the major factor restraining growth of the market. Various brands from major companies were recalled due to their harmful side effects of health. For instance, gain liquid laundry detergent, a product of Procter & gamble co. was called back due to eye irritations and symptoms of nausea, vomiting, and diarrhea by exposure. In 2012, laundry detergent pods were launched. However it caused serious health hazard in young children such as skin irritation, nausea, diarrhea etc. According to the American Association of Poison Control Centers, in 2015, around 6,046 incidences were reported wherein, children of age five year and younger ingested or inhaled pods or got pod contents on their skin or in their eyes. Due to this, companies such as Procter & Gamble, maker of Tide Pods provided opaque hard-plastic container with three safety latches and added more prominent safety warnings.