LAUNDRY CARE PRODUCTS MARKET ANALYSIS

Regional Analysis

Asia Pacific is projected to generate highest revenue share in global laundry care products market during forecast period due to high penetration by companies such as Procter & Gamble, Unilever among others with brands such as Surf Excel, Ariel etc, as manual washing is the most common form of washing clothes in emerging economies such as India, Indonesia, and China. Unilever held leading position in laundry care products market in 2017, owing to its strong distribution network and vast product portfolio, which includes products such as Cif, Comfort, Domex, Rin, Surf Excel, Molto etc. In terms of sales, detergent bars are very profound in the rural areas while liquid detergents are the preferred option in the urban areas conducive to washing appliances.

Europe is the second largest market of laundry care products with the positive development was mainly attributed to the growth in the premium segment such as detergents and fabric softeners. For instance, Unilever in 2017 launched Persil Powergems, which is neither powder nor liquid and provides the power of the major three factors which are cleanliness, freshness, and care coupling with its environment friendly nature reducing time required for washing clothes.