Table of Contents
Issues in the Market
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- Key themes
- Definitions
Future Opportunities
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- Premiumization of Home Care
- What's it about?
- What we've seen
- Market implications: Fragrant future
- Trading Up, Trading Down, Trading Over
- What's it about?
- What we've seen
- Market implications: Pocket vs the planet
Market in Brief
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- Sales stagnate as people watch the pennies
- Consumers counting the cost
- Green light for growth?
- NPD drives usage patterns
- Future
Internal Market Environment
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- Key points
- Ownership of washing appliances
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- Figure 1: Trends in ownership of household laundry appliances, 2003-08
- Green spin doctors
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- Figure 2: British environmental credentials, 2003-08
- Active lifestyles
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- Figure 3: Index of admissions and membership to swimming pools, leisure centres and health and fitness clubs, UK, 2003-08
- Skin conditions
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- Figure 4: Complaints suffered from in the last 12 months, 2004-08
- The impact of fashion on clothes washing
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- Figure 5: Attitudes towards clothing, GB, 2003-08
Broader Market Environment
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- Key points
- Population
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- Figure 6: Structure of the UK population, by age and gender, 2003-13
- Household size
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- Figure 7: Household size trends in the UK, 2003-13
- The impact of employment on laundry product use
- Regulation
- REACH
- Detergents directive
- Use of phosphates
Competitive Context
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- Key points
- The frugal consumer
- Dry cleaners
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- Figure 8: Index growth of UK dry cleaning market, 2003-08
- Own-label and price erosion
- Improved product performance
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Innovation in a European context
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- Figure 9: New product launches in laundry care, by country, 2006-08
- Seasonal launches
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- Figure 10: New launches, by month, January 2003-September 2008
- The role of fragrance
- Ethical revolution amongst positioning trends
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- Figure 11: Trends in product positioning, 2004-08
- Cold is the new hot
- Innovation concentrated in liquid detergents
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- Figure 12: New clothes washing detergent launches, by product format, 2006-08
Market Size and Forecast
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- Key points
- Credit crunch and cutbacks
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- Figure 13: UK retail value sales of clothes washing products, 2003-13
- The future of the market
- Factors used in the forecast
Segment Performance
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- Key points
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- Figure 14: UK retail value sales of clothes washing products, by sub-sector, 2003-13
- Clothes washing detergents by format
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- Figure 15: UK retail value sales of clothes-washing detergents, by type, 2006-08
- Fabric conditioners and ironing aids
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- Figure 16: UK retail value sales of fabric conditioners and ironing aids, by sector, 2006-08
- Growth concentrated in concentrates
- Laundry ancillaries
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- Figure 17: UK retail value sales of laundry ancillaries, by type, 2006-08
Market Share
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- Key points
- Manufacturer shares
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- Figure 18: Manufacturers’ shares in laundry products, 2006-08
- Detergents
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- Figure 19: Brands’ value shares of clothes washing detergents, 2006-08
- Fabric conditioners and ironing aids
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- Figure 20: Brand value shares in fabric condiitoners and ironing aids, 2006-08
- Comfortable lead for Unilever
- Laundry ancillaries
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- Figure 21: Brand value shares in laundry aids and ancillary products, 2006-08
Companies and Products
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- Brand map
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- Figure 22: Brand map for laundry products, 2008
- Procter & Gamble
- Unilever
- Reckitt Benckiser
- Acdoco
- Retailer activity
- Tesco
- Somerfield
- Sainsbury’s
- Asda
- Others
- Ecover
- Aquados
- Jeyes
Brand Communication and Promotion
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- Key points
- Adspend drying out
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- Figure 23: Main monitored media advertising spend on laundry products, 2004-08
- Manufacturers
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- Figure 24: Main monitored media advertising spend on laundry products and share of market value, by leading manufacturers, 2008
- Marketing themes
- Guilt and conscience key themes
- Efficacy
- Skin kindness
Channels to Market
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- Key points
- Grocery multiples maintain dominance
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- Figure 25: Retail distribution of laundry products, 2006-08
- Saving money drives value for grocery multiples and discounters
Consumer – Pan-European Overview
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- Key points
- Laundry detergents
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- Figure 26: Penetration of clothes-washing detergents, by country, 2008
- Fabric conditioners
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- Figure 27: Penetration of fabric conditioners, by country, 2008
- Stain removers and fabric fresheners
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- Figure 28: Penetration of stain removers and fabric fresheners, by country, 2008
Consumer Attitudes Towards Washing Clothes
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- Key points
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- Figure 29: Attitudes towards washing clothes, October 2008
- Clothes washing on a budget
- Convenience
- Anti-ageing appeals to older generation
- Men adopt a cautious approach
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- Figure 30: Selected attitudes towards washing clothes, by gender, October 2008
Consumer Usage
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- Key points
- Detergent usage
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- Figure 31: Trends in using clothes washing detergents, GB, 2003-08
- Concentrating efforts on liquid formats
- Fabric conditioner usage
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- Figure 32: Trends in using fabric conditioners, GB, 2003-08
- Laundry aids usage
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- Figure 33: Trends in using stain removers and fabric fresheners, GB, 2003-08
Consumer Purchase Motivation
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- Key points
- Influences on product choice
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- Figure 34: Factors that influence choice of clothes washing products, October 2008
- The role of clean clothes in home making
- The cost of living (in clean clothes)
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- Figure 35: Number of factors influencing clothes washing products, by purchase motivator, October 2008
- The cost to the environment
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- Figure 36: Comparison of factors that influence choice of clothes washing products, by adults and those that are environmentally motivated, October 2008
- Being green = in the red
- Accountability beyond product use
Attitudes Towards Clothes Washing Products
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- Key points
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- Figure 37: Attitudes towards clothes washing products, October 2008
- Views on environmentally friendly products
- Savings earn highest interest
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- Figure 38: Attitudes towards clothes washing products, by price-motivated and all adults, October 2008
- Further analysis
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- Figure 39: Attitudinal groups for clothes washing detergents, August 2008
- Disinterested (31%)
- Who are they?
- No Nonsense (26%)
- Who are they?
- Once Bitten, Twice Shy (20%)
- Who are they?
- Green Shoppers (12%)
- Who are they?
- Budgeters (11%)
- Who are they?
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
Appendix – Consumer Usage
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- Figure 40: Usage of clothes washing products in the last 12 months, by category, 2004-08
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- Figure 41: Penetration and frequency of using washing powder/tablets, by demographic sub-group, 2008
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- Figure 42: Penetration and frequency of using washing liquids, by demographic sub-group, 2008
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- Figure 43: Penetration and frequency of using fabric conditioners, by demographic sub-group, 2008
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- Figure 44: Penetration and frequency of using stain removers, by demographic sub-group, 2008
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- Figure 45: Penetration of using fabric fresheners, by demographic sub-group, 2008
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Appendix – Consumer Attitudes Towards Washing their Clothes
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- Figure 46: Attitudes towards washing products, by demographic sub-group, October 2008
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- Figure 47: Attitudes towards washing products, by demographic sub-group, October 2008
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Appendix – Consumer Purchase Motivation
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- Influences on product choice
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- Figure 48: Factors that influence choice of clothes washing products, by demographic sub-group, October 2008
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- Figure 49: Factors that influence choice of clothes washing products, by demographic sub-group, October 2008
- Environmentally motivated
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- Figure 50: Environmentally motivated adults, by demographic sub-group, October 2008
Appendix – Attitudes Towards Clothes Washing Products
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- Figure 51: Attitudes towards clothes washing products, by demographic sub-group, October 2008
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- Figure 52: Attitudes towards clothes washing products, by demographic sub-group, October 2008
- Further analysis
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- Figure 53: Attitudinal groups, by purchase motivations, October 2008
- Figure 54: Attitudes towards clothes washing products, by attitudinal group, October 2008
- Figure 55: Attitudinal groups, by attitudes towards clothes washing, October 2008
- Figure 56: Attitudinal groups, by demographic sub-group, October 2008
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