Boston, MA -- (ReleaseWire) -- 06/18/2014 -- Rising income levels amongst middle and low-income consumers contributed to increase the interest in products that help to achieve better results when washing clothes, such as liquid fabric softeners, colour safe laundry bleach and pre-wash spot and stain removers. Taking into account this trend and the already high penetration achieved by laundry detergents, the largest laundry care product, manufacturers focused on frequent innovation and promotion of laundry aids and fabric softeners. As a result, laundry care posted 6% growth in current value terms in 2013, marginally below the performance observed the previous year.
Local company Alicorp SAA led laundry care with 40% value share, followed by multinational Procter & Gamble, with 31% value share in 2013. Both companies strongly advertised their leading brands on television such as Bolivar and Ariel. Moreover, these companies carry a well-balanced portfolio with brands that are affordable within different socioeconomic segments. In addition, they rely on an excellent distribution network that guarantees their presence both in modern and traditional grocers.
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Laundry care is set to achieve a value CAGR of 4% in constant 2013 prices over the forecast period, which will be marginally lower than the review period average. As laundry detergents is already mature, further penetration will be achieved more gradually. It is expected that middle-income consumers, benefiting from higher disposable incomes, will progressively increase their demand for more specialised products that help to obtain better results and make the task of washing clothes easier.
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