Boston, MA -- (ReleaseWire) -- 06/24/2014 -- Liquid tablet detergents continued to post strong growth in 2013, with consumers increasingly using the products after a year in the marketplace. The category is significantly more limited in selection than liquid detergents, with the leading brands of the latter - Tide, Purex, Gain, Sunlight and Arm & Hammer - dominating their category in 2013. However, overall growth in laundry care was underpinned by the sustained increase in liquid tablet detergents, which rose by 18% in current value terms in 2013, compared with an increase of 3% for all liquid detergents.
Largely through its presence across multiple categories, Procter & Gamble remained the leading manufacturer in laundry care with a value share of 45% in 2013. The company's leadership is underpinned by having strong brands in several categories, including the largest categories laundry detergents and fabric softeners, where the company recorded 2013 value shares of 47% and 62%, respectively. The company's overall category value share remained static in 2013, as there were no significant changes to its product range during the year, aside from minor scent additions in Bounce and Downy. Leading brands include Tide, Downy, Gain, Bounce and Febreze.
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Driven by economic improvement and an increased level of innovation, laundry care sales are expected to increase by a constant value CAGR of 3%, reaching C$1.8 billion by 2018. Sales of new appliances and increasingly common requirements for speciality cleaning products will foster innovation and product development, while rising demand for convenience and multi-feature products, such as laundry detergents with stain removers, will be supported by increased consumer spending power.
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