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SUMMARY
Abstract
Home laundry is such a mature market that both volume and value growth is difficult to achieve, being significantly affected by price promotions. The focus is very much on fighting for brand share rather than extending usage. However, there are opportunities for the smaller manufacturers operating in particular segments such as stain removal which still exhibits a comparatively low level of use. Mounting consumer concern about environmental issues is also a challenge that manufacturers across the whole market are addressing.
The report examines the retail market for products used for washing, cleaning and freshening clothes including laundry detergents, detergent boosters, stain removers, fabric conditioners and clothes refreshment products.
TABLE OF CONTENTS
Table of Contents
- Issues in the Market
- Key themes
- Definitions
- Market in Brief
- Slow growth
- Ancillaries march ahead
- Lifestyle
- Bright ideas
- Just not interested
- Internal Market Environment
- Key points
- Ownership of laundry appliances
- Figure 1: Trends in ownership of household laundry appliances, 2003-07
- Going energy efficient
- Green spin doctors
- Figure 2: British environmental credentials, 2003-07
- Active lifestyles
- Figure 3: Those who agree 'do some form of sport or exercise at least
once a week', 2001-07
- The throw-away society
- Figure 4: Most popular outlets used for purchasing clothing in the last
12 months, 2003-07
- Today's fashions
- Skin conditions
- Figure 5: Complaints suffered from in the last 12 months, 2003-07
- Broader Market Environment
- Key points
- Age of opportunity
- Figure 6: Structure of the UK population, by age, 2002-12
- Household size
- Figure 7: Household size trends, 2002-12
- Working wash
- Figure 8: Labour market trends 2001-06
- Energy costs
- Figure 9: Expenditure on household electricity, at current prices,
2002-07
- Eco-legislation
- Competitive Context
- Key points
- A clean sweep
- Suds out-law
- Natural trend: a pain for stain removers?
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Figure 14: UK value sales of home laundry products, 2002-12
- The future of the market
- Segment Performance
- Key points
- Clothes-washing detergents
- Figure 15: UK retail value sales of clothes-washing detergents at
current prices, by sector, 2002-12
- Price promotion stalls progress for powders
- Figure 16: UK retail value sales of clothes-washing detergents, by type,
2005 and 2007
- Fabric conditioners and ironing aids
- Little comfort here
- Figure 17: UK retail value sales of fabric conditioners & ironing
aids, 2002-12
- Laundry ancillaries
- Figure 18: UK sales of laundry ancillaries, 2002-12
- Figure 19: UK sales of laundry ancillaries, by sub-sector, 2007
- The future in segments
- Market Share
- Key points
- Manufacturer shares
- Figure 20: Manufacturers' shares in laundry products, 2005-07
- Brand shares
- Figure 21: Brand shares in clothes-washing detergents, 2005-07
- Bold growth
- Fairy good news
- Figure 22: Brand shares in fabric conditioners and ironing aids, 2005-07
- Vanishing the opposition
- Figure 23: Brand shares in laundry aids and ancillary products, 2006-07
- Companies and Products
- Procter & Gamble
- Unilever
- Reckitt Benckiser
- Others
- McBride
- Acdoco
- Ecover
- Powder and Liquid Product Ltd (PLP)
- SC Johnson
- Dylon International
- Church & Dwight
- Aquados
- Footprint International
- Spotless UK
- Own-label
- Brand Communication and Promotion
- Key points
- Adspend dripping dry
- Figure 24: Main monitored media advertising spend on home laundry
products, 2003-07
- Adspend by advertiser
- Figure 25: Main monitored media advertising spend on home laundry
products as a percentage, by brand, 2003-07
- Seasonal spend supports new launches
- Figure 26: Home laundry product launches and main monitored media
advertising spend, by quarter 2003-07
- Marketing themes
- Price
- Performance still counts
- Touchy feely
- Eco-concern
- Child's play
- Channels to Market
- Key points
- Grocery dominates
- Figure 27: Retail distribution of home laundry products, 2005-07
- Cutting out the middle men
- Consumer in European Context
- Key points
- Powder's budget performance
- Figure 28: Penetration and frequency of usage of clothes-washing
detergents, by country, by type, 2007
- Conditioned for convenience
- Coffee stains
- Consumer Usage
- Key points
- Stain removers get to work
- Figure 29: Trends in usage of home laundry products, 2003-07
- Liquid assets
- Growth concentrated on liquids
- Liquids diluting demand for conditioners
- Establishing age old traditions
- Family conditioning
- No black marks against the parents
- Consumer Frequency
- Key points
- Environment influencing laundry habits
- Figure 30: Usage of clothes detergents in the last 12 months, by
category, 2003-07
- Cost bears heavy on detergent use
- Lighter loads for smaller households
- Hot growth for cool stain removers
- Appendix
- Advertising data
- Abbreviations
- Internal market environment
- Figure 35: Trends in ownership of household laundry appliances, by
country, 2002-07
- Figure 36: Ownership of washing machines and tumble dryers in GB, by
gender, age, yearly income, working status, region, presence of children and
household size, 2007
- Figure 37: Environmental credentials, by country, 2002-07
- Figure 38: Agreement and disagreement of statements regarding green and
ethical issues, by gender, age, social grade, marital status, family
lifestage, age of children in household, Mintel's Special Groups, working
status, housing tenure, region, ACORN group, media usage, household size and
car ownership, 2007
- Broader market environment
- Figure 39: Structure of the UK population, by gender and age, 2002-12
- Consumer in a European context
- Figure 40: Penetration of clothes-washing detergents, by country, 2007
- Figure 41: Penetration of fabric conditioners, by country, 2007
- Figure 42: Penetration of stain removers and fabric fresheners, by
country, 2007
- Figure 43: Penetration of delicates powders and liquids, by country, 2007
- Consumer usage
- Figure 44: Topline usage of laundry products in the last 12 months, by
gender, age, socio-economic group, marital status, region, ACORN group,
media usage, household size and car ownership, 2007
- Consumer frequency
- Figure 45: Usage of washing powders in the last 12 months, by gender,
age, socio-economic group, marital status, region, ACORN group, media usage,
household size and car ownership, 2007
- Figure 46: Usage of washing tablets in the last 12 months by gender,
age, socio-economic group, marital status, region, ACORN group, media usage,
household size and car ownership, 2007
- Figure 47: Usage of washing liquids in the last 12 months by gender,
age, socio-economic group, marital status, region, ACORN group, media usage,
household size and car ownership, 2007
- Figure 48: Usage of fabric conditioners in the last 12 months, by
gender, age, socio-economic group, marital status, region, ACORN group,
media usage, household size and car ownership, 2007
- Figure 49: Usage of stain removers in the last 12 months, by gender,
age, socio-economic group, marital status, region, ACORN group, media usage,
household size and car ownership, 2007
- Consumer attitudes
- Figure 50: Attitudes towards laundry detergents by age, gender,
socio-economic group, marital status, lifestage, age of own children in
household, Special Groups, working status, household tenure, ITV region,
ACORN group, technology users, daily newspapers, commercial TV viewing,
supermarket used, household size, car usage, detailed lifestage and age
finished full-time education, October 2007
- Figure 51: Attitudes towards laundry detergents by age, gender,
socio-economic group, marital status, lifestage, age of own children in
household, Special Groups, working status, household tenure, ITV region,
ACORN group, technology users, daily newspapers, commercial TV viewing,
supermarket used, household size, car usage, detailed lifestage and age
finished full-time education, October 2007
- Fabric conditioners and softeners
- Figure 52: Attitudes towards fabric conditioners and softeners by age,
gender, socio-economic group, marital status, lifestage, age of own children
in household, Special Groups, working status, household tenure, ITV region,
ACORN group, technology users, daily newspapers, commercial TV viewing,
supermarket used, household size, car usage, detailed lifestage and age
finished full-time education, October 2007
- Figure 53: Attitudes towards fabric conditioners and softeners by age,
gender, socio-economic group, marital status, lifestage, age of own children
in household, Special Groups, working status, household tenure, ITV region,
ACORN group, technology users, daily newspapers, commercial TV viewing,
supermarket used, household size, car usage, detailed lifestage and age
finished full-time education, October 2007
- Stain removers, ironing waters and fabric fresheners
- Figure 54: Attitudes towards stain removers, ironing waters and fabric
fresheners by age, gender, socio-economic group, marital status, lifestage,
age of own children in household, Special Groups, working status, household
tenure, ITV region, ACORN group, technology users, daily newspapers,
commercial TV viewing, supermarket used, household size, car usage, detailed
lifestage and age finished full-time education, October 2007
- Consumer typologies
- Figure 55: Laundry detergent typologies, by gender, age, social grade,
marital status, family lifestage, age of children in household, Mintel's
Special Groups, working status, housing tenure, region, ACORN group, media
usage, commercial TV viewing, supermarket usage, household size and car
ownership, October 2007
- Figure 56: Laundry detergent typologies, by attitudes towards laundry
products, October 2007
- Figure 57: Laundry detergent typologies, cross referenced by fabric
softener and laundry ancillaries typologies, October 2007
- Figure 58: Fabric softener and conditioner typologies, by gender, age,
social grade, marital status, family lifestage, age of children in
household, Mintel's Special Groups, working status, housing tenure, region,
ACORN group, media usage, commercial TV viewing, supermarket usage,
household size and car ownership, October 2007
- Figure 59: Fabric softener and conditioner typologies, by attitudes
towards laundry products, October 2007
- Figure 60: Fabric softener and conditioner typologies, cross referenced
by detergent and laundry ancillaries typologies, October 2007
- Figure 61: Laundry ancillary typologies, by gender, age, social grade,
marital status, family lifestage, age of children in household, Mintel's
Special Groups, working status, housing tenure, region, ACORN group, media
usage, commercial TV viewing, supermarket usage, household size and car
ownership, October 2007
- Figure 62: Laundry ancillary typologies by attitudes towards laundry
products, October 2007
- Figure 63: Laundry ancillary typologies, by detergent and fabric
softeners and conditioners typologies, October 2007
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