"Laundry Care in Denmark" is now available at Fast Market Research

Liquid fabric softeners posted a further decline in sales in 2015. At the end of 2014, the supermarket chain Irma (Coop Danmark A/S) removed liquid fabric softeners entirely from its outlets. Irma is a premium supermarket which attracts consumers who particularly value organic, environmentally- and allergy-friendly products. It is uncertain, however, whether other supermarkets will follow Irma’s example. Irma’s customers are pioneers with regard to green concerns, while other supermarkets’ customers may not yet be ready for such a drastic step.

Competitive Landscape

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Unilever Danmark continued to lead laundry care in 2015 with a value share of 41%. This leading position can mainly be attributed to the success of its Neutral brand, which on its own held a value share of 19%, making it the most popular laundry care brand in Denmark. Neutral is a brand which offers allergy-friendly products which do not contain any perfumes, colourants or parabens. Apart from appealing to consumers who are prone to allergies, Neutral’s products are also popular among those who generally want to reduce their daily exposure to perfumes and other substances. Unilever’s Bio-tex brand ranked second in the category with a value share of 17%.

Industry Prospects

Over the forecast period the current trend towards greener products is expected to continue. Allergy-friendly and sustainable products, particularly green private label lines, will continue to drive growth in laundry care.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Denmark 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 Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry Care in Denmark market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Laundry Care in Denmark?
* What are the major brands in Denmark?
* What is the performance of concentrated liquid detergents?
* What are the main new products developments in the laundry aids area?

Reasons to Get this Report

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