New market study, "Laundry Care in Austria", has been published

Overall laundry care continued to be driven by innovation in 2015. Manufacturers focused on either improving their existing packaging or offering more effective products that provide greater washing results with minimal effort required from the consumer. Besides innovation, laundry care was also driven by convenience, which continued to be very important for Austrians faced with a lack of spare time day in, day out. Laundry care was also strongly impacted by the developments in laundry detergents. In 2015, the tendency towards switching from standard to concentrated detergents, as well as from powder to liquid detergents, continued to evolve.

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Competitive Landscape

In 2015, Henkel Central & Eastern Europe led laundry detergents holding a value share of 36%. The company was able to strongly profit from its leadership in overall laundry detergents and fabric softeners as well as from its third position in laundry aids. In addition, the company benefited from wide recognition of its brands Persil, Dixan, Silan, Fewa, Sil and others but more importantly from its firm focus on innovation and new product launches. Due to this, its brands are regarded by Austrian consumers as high quality international brands that deliver excellent results.

Industry Prospects

Laundry care is anticipated to continue to be driven by several trends over the forecast period. Firstly, manufacturers are expected to continue to invest in new product launches and innovations in order to keep consumers interested. Also, the trend for concentrated laundry detergents and more compact packaging as well as a further shift away from powder and over to liquid laundry detergents are anticipated to persist. Lastly, the increasing demand for eco-friendly products, not only in terms of ingredients but also in terms of packaging, is expected to remain strong. Consequently, laundry care is anticipated to post a value CAGR of 1% at constant 2015 prices over the forecast period, compared to the slight negative value CAGR seen over the review period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Laundry Care industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry Care in Austria market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares

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