Despite the prevailing economic uncertainty facing consumers in Spain, companies will likely continue to develop their strategies based on sustainability, with this being a long-term rather than a short-term goal for most players. Concentrated powder and concentrated liquid detergents that reduce water, energy and transport usage are likely to prove successful, with these factors not only being good for the environment but also often providing cost savings versus standard products.
Laundry care in Spain continued to be led by Procter & Gamble España in 2022, with the multinational gaining value share over the review period as a whole due to its wide product portfolio that covers much of the category under its main brand Ariel, including the strongly performing area of liquid tablet detergents. Major multinationals such as Procter & Gamble, Henkel Ibérica and Reckitt Benckiser benefit from their international reputations, with many consumers placing greater trust in their brands, while these players also have the financial means to heavily invest in new product development and marketing.
In the latter part of the review period Spain saw the entrance of new scent boosters and laundry sanitiser products, with these products seeing strong growth, albeit partly due to their low sales bases. However, the growing trend towards all-in-one liquid or gel detergents in the Spanish market could limit the growth potential for such laundry aids.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.See All of Our Definitions
This report originates from Passport, our Laundry Care research and analysis database.