Value growth is expected in laundry care over the forecast period as a result of rising demand for higher-priced products, especially more natural products. This demand will be supported by the general rise in consumers’ concerns about the potential impact of the chemicals traditionally used in a wide range of home care products on human health and the environment.
Despite the increasing variety of bar detergents and hand wash detergent products available in the market, the anticipated growth of natural and biodegradable products, and their low prices, both categories are expected to decline during the forecast period. The perceived low efficacy of these products and the considerable amount of effort required to use them will dampen demand amongst busy consumers looking for convenience.
Overall, laundry care is expected to see rising volume and current value sales over the forecast period as the category will benefit from increased investment in omnichannel promotions on TV, as well as online. Consumers will continue to pay greater attention to laundry aids like laundry sanitisers, and demand for eco-friendly and sustainable products will increase.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Croatia 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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