Laundry care in the US

Data and analysis of the laundry care sector in the US.
  • Despite tightening household budgets, in 2022 US consumers stuck with brands instead of private label and, overall, did not cut back on laundry products – this is likely to change in 2023.
  • Anticipating further cost-of-living challenges, brands are building out their cold cycle and multipurpose product offerings.
  • The category is still experiencing a scent trend, with Procter & Gamble, the market leader, launching a new odour-removing line in September.
  • Sustainability remains a key priority for US consumers, with 28% of Millennials and 24% of Gen Z buying from purpose-driven companies (12% for Baby Boomers); sustainable brands are benefiting from this,...

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