Liquid detergents is projected to see strong and steady growth in value terms (at constant 2024 prices) over the forecast period, while sales of powder detergents are expected to continue declining. Liquid detergents are perceived to be more convenient to use and easier to dose as well as creating less mess than power detergents.
Cold wash is expected to remain a key trend driving developments in laundry detergents with companies investing heavily in marketing activities that emphasise the efficiency of their products at lower temperatures. Another emerging trend is that of quick wash.
Consumers are likely to remain price sensitive and highly driven by promotional activity with disposable incomes likely to remain under pressure in the short term. In this context, while premium brands are expected to continue leading sales of laundry care, the market will likely become more fragmented with the share of economy and mid-priced brands growing.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Greece 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 Greece, 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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