Over the forecast period, volume and current value sales in laundry care are expected to moderate as cleaning/washing habits, purchasing behaviours and everyday activities return to normal, post-pandemic. Despite local consumers likely maintaining higher standards of cleanliness and hygiene, the demands of increasingly busy lifestyles are expected to reduce the frequency and extent of laundry activities.
In 2023, a focus on eco-friendliness and more natural, sustainable offerings was evident in various new product launches in laundry care. These included higher concentrated laundry detergents and fabric softeners, biodegradable products without microplastics such as Silan, and, in the case of Ariel and Lenor, completely recyclable packaging.
Laundry care products will continue to be predominantly purchased in-store as-needed, typically consumers replace depleted products, rarely stocking up on these items at home. Consequently, online sales are often overlooked due to the associated delivery fees and times, which can render them less efficient.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See All of Our DefinitionsThis report originates from Passport, our Laundry Care research and analysis database.
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