Just Released: "Laundry Care in Hungary"

In 2013 laundry care continued to benefit from the upbeat growth of liquid detergents. On the one hand, the frenetic conversion to liquid tablet detergents, which resulted in this category surging by 23% in current value terms, brought about a value increase of EUR30 million. On the other hand, consumers' ongoing adoption of concentrated liquid detergents and softeners further contributed to value growth, whilst standard and powder alternatives were being removed from shelves.

Competitive Landscape

In 2013 Procter & Gamble France was the leading player in laundry care, accounting for a 22% share of value sales. The company generates 87% of its total sales in the category from laundry detergents, which it also led in 2013 with a 28% value share. However, the company lost ground to its two key rivals in recent years - Unilever France and Henkel France, holding value shares of 19% and 18% in laundry care respectively in 2013. Some experts believe that the penalty for collusion given by the French authorities back in 2011 dealt a severe blow to the company, which had to bear the highest fine of EUR244 million. Henkel France somewhat benefited from this situation over the last two years, rapidly gaining value share in laundry detergents. Nonetheless, Procter & Gamble France maintained its overall lead in 2013, thanks to its prevalent presence and a come-back in laundry detergents via its innovative Ariel 3-in-1 Pods.

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Industry Prospects

The five year value forecast for laundry care will see value sales decline, with a negative CAGR of 1% at constant 2013 prices in the forecast period. From a general perspective, the potential for volume growth in laundry care is rather bleak, considering that demand for automatic detergents, which is the highest contributor to the category, is close to maturity, as 96% of French households are currently equipped with a washing machine. Volume sales in other categories, notably laundry aids and other detergents, are not expected to rebound significantly over the forecast period, because of the continuous improvement in the efficiency of "all-in-one" laundry detergents, coupled with changes in lifestyles and consumption patterns. With regard to value sales, the negative prospects result from an intensifying of price competition amongst the different players, which will pull down the average unit price and negatively impact value sales.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in France with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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