Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Beyond mums
- Exploiting brand loyalty and format variations
- Bringing a premium proposition to the market
Executive Summary
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- Consumers pay to take the chore out of washday
- Novelty value
- EDLP versus NPD
- Market volume growth dissolving
- A virtual duopoly
- Room for others in niche categories
- Grocery multiples take the lion’s share
- Keeping it in the family
Market Drivers
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- More singles depress volume prospects
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- Figure 1: Trends in the number of UK households, 1999-2008
- Family-forming groups fade
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- Figure 2: Trends and projections in UK population, by age group, 1999-2008
- Machines bear the bulk of the load
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- Figure 3: Ownership of washing machines and tumble dryers, 1999-2004
- Growing PDI translates into confidence and consumer expenditure
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- Figure 4: PDI and consumer expenditure, at constant prices, 1999-2008
- EDLP ensures brands offer value
- Convenience is king
- Innovate to survive
Market Size and Trends
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- Fighting for value
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- Figure 5: UK retail value sales of clothes-washing detergent and laundry aids, 1999-2004
- Price erosion continues downward pressure
- New products maintain interest
- Fabric care shining star
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- Figure 6: UK retail value sales of clothes-washing detergent and laundry aids, by type, 2002 and 2004
Market Segmentation
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- Clothes-washing detergents
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- Figure 7: UK retail value sales of clothes-washing detergent, 1999-2004
- Formats key to choice and growth
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- Figure 8: UK retail value sales of clothes-washing detergent, by type and value, 2002 and 2004
- Biological products account for majority of specialist products
- Non-bio products for the sensitive
- Innovation in colour care
- Fabric conditioners
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- Figure 9: UK retail value sales of fabric conditioners, 1999-2004
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- Figure 10: UK retail value sales of fabric conditioners, by type and value, 2002 and 2004
- Detergent boosters and stain removers
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- Figure 11: UK retail value sales of detergent boosters/stain removers, 1999-2004
- Clothes fresheners
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- Figure 12: UK retail value sales of clothes refreshment, 1999-2004
The Supply Structure
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- Manufacturer and brand shares
- Clothes-washing detergents
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- Figure 13: Clothes-washing detergent, manufacturer and brand shares, 2002 and 2004
- Fabric conditioners
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- Figure 14: Fabric conditioners, manufacturer and brand shares, 2002 and 2004
- Detergent boosters and stain removers
- Clothes fresheners
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- Figure 15: clothes fresheners, manufacturer and brand shares, 2002 and 2004
- Leading companies and brands
- Procter & Gamble UK
- Lever Fabergé (Unilever UK Home and Personal Care)
- Reckitt Benckiser
- Other companies
New Product Development
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- New product briefs
- September 2004
- August 2004
- July 2004
Advertising and Promotion
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- Keeping the brand proposition alive
- Reaching a peak in 2003
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- Figure 16: Main monitored media advertising expenditure on clothes-washing detergent and laundry aids, 1999-2004
- Giants dominate spend
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- Figure 17: Main monitored media advertising expenditure on washing powders and liquids/fabric softeners, by leading spenders, 2002-04
- Lever Fabergé
- Procter & Gamble
- Reckitt Benckiser
- Below the line
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- Figure 18: Selected retailer promotions on leading brand clothes-washing detergent and laundry aids, January 2005
Distribution
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- Washing detergents
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- Figure 19: UK retail sales of clothes-washing detergent, by outlet, 2002 and 2004
- Fabric conditioners
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- Figure 20: UK retail sales of fabric conditioners, by outlet, 2002 and 2004
- Detergent boosters and stain removers
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- Figure 21: UK retail sales of detergent boosters/stain removers, by outlet, 2002 and 2004
The Consumer
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- Usage of clothes-washing detergents – overview
- Trends in usage, by country
- Washing powders and tablets
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- Figure 22: Penetration of clothes-washing powders/tablets, by country, 2004
- Washing liquids
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- Figure 23: Penetration of clothes-washing Liquids for fabrics, by country, 2004
- Fabric conditioners
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- Figure 24: Penetration of fabric conditioners, by country, 2004
- Trends of usage in GB
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- Figure 25: Trends in usage of clothes-washing detergents, 2002-04
- Penetration and frequency of use
- The traditional washing powder
- Washing tablets skew young and higher income
- Washing liquids for the less frequent users
- Fabric conditioners
- Stain removers fit the profile
- Formats and types
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- Figure 26: Types and variants of clothes-washing detergent used, 2003-04
- Formats – developing the unit dose
- Delicate care
- Variants
- Non-biological vs biological formats
- Busy families opt for two-in-one
- Changing brands – attitudes
- Why you change:
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- Figure 27: Reasons for trying a new brand, October 2004
- And why you stay:
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- Figure 28: Reasons for staying with current brand, October 2004
- Inertia and habit help retain shoppers
- Experience with a product and its efficacy impact
- Pack size becomes crucial
- Detailed demographics
- Frequency of usage
- Washing powder
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- Figure 29: Penetration and frequency of using washing powder, by gender and age, 2004
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- Figure 30: Penetration and frequency of using washing powder, by income and working status, 2004
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- Figure 31: Penetration and frequency of using washing powder, by region, 2004
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- Figure 32: Penetration and frequency of using washing powder, by presence of children and household size, 2004
- Washing tablets
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- Figure 33: Penetration and frequency of using tablets, by gender and age, 2004
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- Figure 34: Penetration and frequency of using tablets, by income and working status, 2004
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- Figure 35: Penetration and frequency of using tablets, by region, 2004
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- Figure 36: Penetration and frequency of using tablets, by presence of children and household size, 2004
- Washing liquids
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- Figure 37: Penetration and frequency of using washing liquids, by gender and age, 2004
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- Figure 38: Penetration and frequency of using washing liquids, by income and working status, 2004
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- Figure 39: Penetration and frequency of using washing liquids, by region, 2004
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- Figure 40: Penetration and frequency of using washing liquids, by presence of children and household size, 2004
- Fabric conditioners
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- Figure 41: Penetration and frequency of using fabric conditioners, by gender and age, 2004
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- Figure 42: Penetration and frequency of using fabric conditioners, by income and working status, 2004
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- Figure 43: Penetration and frequency of using fabric conditioners, by region, 2004
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- Figure 44: Penetration and frequency of using fabric conditioners, by presence of children and household size, 2004
- Stain removers
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- Figure 45: Penetration and frequency of using stain removers, by gender and age, 2004
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- Figure 46: Penetration and frequency of using stain removers, by income and working status, 2004
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- Figure 47: Penetration and frequency of using stain removers, by region, 2004
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- Figure 48: Penetration and frequency of using stain removers, by presence of children and household size, 2004
- Formats
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- Figure 49: Types of clothes-washing detergent used – format, by gender, age and region, October 2004
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- Figure 50: Types of clothes-washing detergent used – format, by socio-economic group and ACORN categories, October 2004
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- Figure 51: Types of clothes-washing detergent used – format, by marital status, presence of children, household size, lifestage and Mintel’s Special Groups, October 2004
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- Figure 52: Types of clothes-washing detergent used – format, by media usage, commercial TV viewing and supermarkets shopped, October 2004
- Variants
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- Figure 53: Variants of clothes-washing detergent used – format, by gender, age and region, October 2004
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- Figure 54: Variants of clothes-washing detergent used – format, by socio-economic group, working status and ACORN categories, October 2004
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- Figure 55: Variants of clothes-washing detergent used – format, by marital status, presence of children, household size, lifestage and Mintel’s Special Groups, October 2004
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- Figure 56: Variants of clothes-washing detergent used – format, by media usage, commercial TV viewing and supermarkets shopped, October 2004
The Consumer – Enthusiasm and Typologies
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- Repertoire and cross-usage
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- Figure 57: Repertoire of format and variant usage, by formats and variants, October 2004
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- Figure 58: Repertoire of format and variant usage, by formats and variants, October 2004
- Powder and powder tablets make up the core
- Promoting supplements
- Consumer typologies
- Overview – changing brands
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- Figure 59: Clothes-washing detergent typologies – changing brands, October 2004
- New Seekers
- Slightly Reticent Swappers
- Loyalists
- Occasional Strayers
- Product targeting – cross-analysis of consumer typologies
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- Figure 60: Brand change consumer typologies, by reason for staying with current brand, October 2004
- Further investigation of repertoire and usage
- Overview – repertoire typologies
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- Figure 61: Clothes-washing detergent typologies – repertoire and range of use, October 2004
- Loyalty, function and format – cross-analysing repertoire typologies
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- Figure 62: Repertoire consumer typologies, by reason for staying with current brand, October 2004
- Format loyalty dominates
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- Figure 63: Profile of clothes-washing detergent consumer typologies, by repertoire typologies, October 2004
- Detailed demographics
- Repertoire consumer typologies
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- Figure 64: Brand change consumer typologies, by gender, age, and region, October 2004
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- Figure 65: Brand change consumer typologies, by lifestage, Mintel’s Special Groups, household size and presence of children, October 2004
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- Figure 66: Brand change consumer typologies, by socio-economic group, working status, household working patterns and ACORN categories, October 2004
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- Figure 67: Brand change consumer typologies, by media usage, commercial TV viewing and supermarkets shopped, October 2004
- Repertoire consumer typologies
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- Figure 68: Repertoire typologies, by gender, age and region, October 2004
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- Figure 69: Repertoire typologies, by lifestage, household size, Mintel’s Special Groups and presence of children, October 2004
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- Figure 70: Repertoire typologies, by socio-economic group, working status, detailed household working patterns and ACORN categories, October 2004
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- Figure 71: Repertoire typologies, by media usage, supermarkets shoped and commercial TV viewing, October 2004
The Future
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- Fundamental pressures on growth
- Keeping interest through new products
- Innovation and trading up
- Suppliers branch out and leverage brands
- Raising awareness
Forecast
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- Programmed for a small rise
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- Figure 72: Forecast of UK retail sales of fabric care products in sterling at current prices, 2004-09
- Squeezing more out of the market
- Cleanliness is next to…other functions
- Value growth focuses on areas other than detergents
- Prices to fall rather than rise
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- Figure 73: Forecast of UK retail sales of fabric care products in sterling at 2004 prices, 2004-09
- Figure 74: Forecast of UK retail sales of fabric care products in currnt terms in euros, 2004-09
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- Figure 75: Forecast of UK retail sales of fabric care products at 2004 prices in euros, 2004-09
- Income+
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