Competitive Landscape
Henkel and Unilever Maintain Lead Despite Private Label Growth
The laundry care market in Australia remained moderately concentrated in 2025, with the top three manufacturers holding significant share. In 2025, Henkel Australia led with a 24% share, followed by Unilever Australia with 18% and Reckitt Benckiser (Australia) with 11%.
Emerging Players Gain Traction through Sustainability Focus
Several emerging companies gained attention in 2025 by focusing on sustainability and innovative product offerings, in a trend set to persist. The Dirt Company has expanded its presence with Australian-made, refillable laundry products featuring 100% biodegradable, plant-based ingredients that appeal to eco-conscious consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Laundry Care industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Laundry Care industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Laundry Care in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Laundry Care in Australia?
- Which are the leading brands in Laundry Care in Australia?
- How are products distributed in Laundry Care in Australia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Laundry Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Laundry Care in Australia - Category analysis
Key Data Insights
Private Label Expands Amid Economic Pressures
Private Label Expands Amid Economic Pressures
Format Innovation Drives Convenience and Sustainability
Quick-Wash Solutions Respond to Time-Pressed Lifestyles
Rising Private-Label Influence to Drive Competitive Pressure
Innovation in Formats and Technology Leads Category Evolution
Sustainability as Standard Practice Amid Cost Pressures
Henkel and Unilever Maintain Lead Despite Private Label Growth
Emerging Players Gain Traction through Sustainability Focus
Supermarkets Channel Maintains Lead as E-Commerce Posts Fastest Growth
Emerging Retail Concepts Focus on Direct-To-Consumer and Subscription Models
Home Care in Australia - Industry Overview
Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Key Data Insights
Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Private-Label Expansion Reshapes Competitive Dynamics
Sustainability Initiatives Gain Traction across Categories
Consumers Drive Multifunctional Product Demand
Sustainability to Reshape Product Portfolios and Consumer Expectations
E-Commerce and Private Label Drive Market Dynamics
Leading Brands Maintain Dominance through Innovation and Divestiture
Divestiture Reshapes Competitive Dynamics
Supermarkets Channel Maintains Dominance as E-Commerce Enjoys Further Growth
Bunnings and Chemist Warehouse Lead Emerging Retail Concepts
Country Reports Disclaimer
The following categories and subcategories are included:
Laundry Care
- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Laundry Care research and analysis database.
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