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Australia laundry care market: CAGR of 1% between 2012-2017

Press release   •   May 01, 2013 14:17 BST

Colgate-Palmolive continued to lead the Australia laundry care market in 2012 thanks to its portfolio of brands spanning most areas. The company‟s value share slipped slightly from the previous year to 34%. The company‟s laundry detergent brands, Cold Power and Dynamo, recorded strong value shares of 8% and 6% respectively in 2012 while its fabric softener brands Fluffy and Cuddly recorded sales shares of 5% and 3%. Much of the manufacturer‟s efforts were focused on fabric softeners in 2012, including the launch of its „Magic Moments‟ product variant which promises extended periods of freshness.

Palm oil became a major issue in 2012, with the Federal Parliament introducing legislation relating to the labelling of the ingredient on food packaging. Many laundry and surface care brands took advantage of the publicity the issue was receiving to highlight their decision to stop using palm oil and in preparation of potential new legislation for laundry care products as well.

New product launches featuring packaging and formula innovations will continue to add value to the area although growth within concentration and liquid detergents will level off over the forecast period. Manufacturers are increasingly looking at methods to increase unit prices or cost per load and over the forecast period the Australian market is likely to see the launch of more multi-use products and single-dose packaging in the vein of Reckitt Benckiser‟s Vanish Napisan Powershots. These products streamline the laundry process for those willing to pay a higher unit price for less time and effort. The area is set to recover from the heavy losses sustained in 2011 as manufacturers remain highly active and keen to add value. Laundry care has a projected forecast period constant retail value CAGR of 1%.

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