A Clean Commitment – HAPPI – happi.com

Wash your hands for 20 seconds with antibacterial soap, of course, but be sure to wipe down that countertop, too, and, while you’re at it, throw another load of laundry in the washer. About a year after consumers around the world heard the term, “coronavirus,” the emphasis on clean has touched the very fabric of their lives. Sales of hard surface cleaners, disinfectants and hand sanitizers have soared during the past 12 months, but laundry detergent, bleach and other fabric care formulas have also benefitted from heightened awareness about germs, according to industry observers.

“Detergent and complementary products such as fabric, liquid softeners and dryer sheets increased as detergent increased,” said Ellen Chen, research analyst at Euromonitor International. “We’ve also seen powder detergent and bar detergent increase from previous declines, supporting the fact that more consumers are doing laundry during the pandemic. More specialty products such as fine fabric detergent saw a decline.”

Unit Dose Drives Detergent Gains. The pandemic has helped lift demand for laundry detergents as consumers realize the value of clean. Here are laundry detergent sales for the 52 weeks ended Nov. 1, 2020 in US multi-outlet (grocery, drug, mass market, military and select club and dollar retailers).
Source: Market Advantage TSV; IRI Liquid Data

In the US, sales of laundry detergent jumped 5.9% to nearly $8 billion, according to IRI (see chart at left). Euromonitor analysts attribute the gains, in part, to a propensity for overdosing among consumers who tend to use more than