New Market Research Report: Laundry Care in Colombia

Despite current value growth of liquid detergents at over double the rate experienced by powder detergents over the review period, Colombia is still a market where powder detergents dominates with more than 85% value share within automatic detergents. The reasons behind the relatively low adoption of liquid detergents and slow switching from powder to liquid detergents are diverse. Firstly, there are issues related with the usage culture and the "laundry literacy" of Colombians. Consumers are very accustomed to powder detergents, powders are used for other cleaning activities at home and a significant portion of consumers believe liquids are more expensive as they are not trained to use them and to calculate the cost and savings per wash load. When liquid detergents are used in the same way as powder detergents, consumers do not perceive the benefits and can even switch back to powders.

Competitive Landscape

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Multinational companies Procter & Gamble de Colombia SA and Unilever Andina Colombia SA continued to lead laundry care in 2015, recording a combined value share of 44%. Their position was supported by the performance of their traditional brands (Ariel, Downy, Ace and Rindex in the case of Procter & Gamble FAB, Lavomatic, Puro and Vel Rosita in the case of Unilever). Those brands have years of positioning in the market through sustained advertising which is strengthened when there are new developments. Procter & Gamble’s brands such as Ariel and Rindex underwent a renovation process in 2015 with a new image and packaging in order to demonstrate that these are brands that are continually evolving.

Industry Prospects

Liquid detergents will surely continue to see more dynamic value growth compared to powder detergents. Powder detergents is likely to experience a relatively flat growth as it has reached its mature stage. However, manufacturers will be not necessarily quite urged to make consumers shift to liquids. Powder detergents will continue to be seen as the main sales driver whilst liquids will represent the higher profit provided by less massive products. Rather than making consumers replace powders by liquids, manufacturers may be more interested in preserving some part of the status quo to encourage consumers with higher disposable income to use powders and liquids together. The concurrent use will be supported by the cleaning habits of Colombians who are prone to a multifunctional approach regarding home care products. For example, powder detergents are also used in other cleaning tasks at home and in home laundry they may be combined with liquids, depending on the laundry activity to be performed.

Report Overview

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

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