Growing sales for laundry detergent capsules

Albert Szőke
senior product
consultant, GfK

In the first 9 months of 2019 the number of laundry detergent capsule buying households kept growing, and liquid/gel products also acquired new buyers. If we want to simplify things a bit, we can say that half of shoppers purchase liquid laundry detergents, 1/3 buy capsules and 1/4 take home the powder format. What is more, capsules are gaining ground in each demographic group and income category, too. The average household does the laundry 20-21 times a month. Laundry detergent capsules are the most popular among so-called light users; heavy users prefer liquids. //