PROSPECTS AND OPPORTUNITIES
Performance and sustainability features will drive current value growth in the coming years
As the local economy continues to recover over the forecast period, Austrian consumers are expected to prioritise performance and value over price when choosing laundry care products. Speciality detergents and laundry aids designed to enhance colour, scent, and durability of clothes are projected to become more popular, driving steady current value sales growth.
Increased activity and demand for specialist products set to boost volume sales
The increasing demand for specialty products, such as fine fabric detergents, specialty colour detergents, sportswear-specific products, scent boosters, colour catchers, and more effective stain removers, is expected to drive both volume and current value sales growth in the years ahead. Such specialty products are likely to be purchased in addition to standard detergents and used either on an as-needed basis or regularly alongside detergent and fabric softener, depending on the specific product.
Brighter economic outlook favours well-known international brands
Established brands such as Ariel, Persil, and Lenor are expected to maintain their leading positions in Austrian laundry care over the forecast period. Many private label brands offer comparable quality and features; however, local consumers are likely to return to using brand products for laundry as the local economy improves and disposable incomes increase.
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Overview:
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.
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 Austria, 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 Austria 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 Austria?
- Which are the leading brands in Laundry Care in Austria?
- How are products distributed in Laundry Care in Austria?
- 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 Austria - Category analysis
KEY DATA FINDINGS
Robust current value growth in 2024 as a result of higher prices and new product development
Consolidated landscape favours international brands with trusted profiles
Supermarkets remains the leading distribution channel sales of laundry care
Performance and sustainability features will drive current value growth in the coming years
Increased activity and demand for specialist products set to boost volume sales
Brighter economic outlook favours well-known international brands
Home Care in Austria - Industry Overview
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
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?
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This report originates from Passport, our Laundry Care research and analysis database.
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