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.
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.
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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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.
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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