Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Executive Summary
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- Key drivers
- Aggressive pricing leads to slight decline
- Changing fortunes
- Dominant players
- Smaller brands specialise
- Only major multiples can stock the wide range of products
- Shifting format choice for consumers
- The future and NPD
Market Drivers
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- Number of households
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- Number of households, by household size, 1998-2007
- Washer/dryer ownership
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- Ownership of washing machines and tumble dryers, 1999-2003
- PDI and consumer expenditure
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- PDI and consumer expenditure in the UK, at constant 1998 prices, 1998-2007
- Shifting demographics
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- Trends and projections in total UK population, by age group, 1998-2007
- Working women
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- Workforce in employment in the UK, by gender and employment status, 1998-2007
- NPD
Market Size and Trends
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- Price competition levels market
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- UK retail value sales of clothes-washing detergent and laundry aids, 1998-2003
- New product development slows decline
- Sales by type
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- UK retail value sales of clothes-washing detergent and laundry aids, by type, 2001 and 2003
Market Segmentation
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- Clothes-washing detergents
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- UK retail value sales of clothes-washing detergents, 1998-2003
- Unit dose growth rapidly outpaces the rest of the market
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- UK retail value sales of clothes-washing detergent, by type and value, 2001 and 2003
- UK retail value sales of clothes-washing detergent, by type and value, 2001 and 2003
- Unit dose formulations drive value sales
- Liquid capsules
- Non-bios
- Colour care
- Fabric conditioners
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- UK retail value sales of fabric conditioners, 1998-2003
- UK retail value sales of fabric conditioners, by type and value, 2001 and 2003
- Detergent boosters and stain removers
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- UK retail value sales of detergent boosters/stain removers, 1998-2003
- Clothes refreshment
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- UK retail value sales of clothes refreshment, 1998-2003
The Supply Structure
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- Brand shares
- Laundry detergents
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- Clothes-washing detergent, manufacturer and brand shares, 2001 and 2003
- Fabric conditioners
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- Fabric conditioners, manufacturer and brand shares, 2001 and 2003
- Detergent boosters and stain removers
- Clothes fresheners
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- Clothes fresheners, manufacturer and brand shares, 2001 and 2003
- Companies and brands
- Procter & Gamble
- Detergents
- Fabric conditioners
- Stain remover
- Clothes refreshment
- Lever Fabergé
- Detergents
- Fabric conditioner/clothes refreshment
- Reckitt Benckiser
- Other companies
New Product Development
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- Trends
- New product briefs
- December 2003
- November 2003
- October 2003
- September 2003
- August 2003
- July 2003
Advertising and Promotion
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- Increasing slowly with emphasis on fabric softeners
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- Main monitored media advertising expenditure on washing powders and liquids/fabric softeners, 1998-2003
- Lever Fabergé is top advertiser to October 2003
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- Main monitored media advertising expenditure on washing powders & liquids/fabric softeners, by leading spenders, 2001-03 YTD
- Lever Fabergé
- Procter & Gamble
- Examples of below-the-line promotions
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- Below-the-line promotional activity, November 2003
Distribution
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- Washing detergents
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- UK retail sales of clothes-washing detergent, by outlet, 2001 and 2003
- Fabric conditioners
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- UK retail sales of fabric conditioners, by outlet, 2001 and 2003
- Detergent boosters and stain removers
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- UK retail sales of detergent boosters and stain removers, by outlet, 2001 and 2003
The Consumer – Products and Usage
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- Weight of usage
- Overview
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- Weight of usage of clothes-washing detergents and laundry aids, 2003
- Powders, flakes or tablets
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- Weight of usage of washing powders, flakes or tablets, by gender, age and socio-economic status, 2003
- Households with children critical
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- Weight of usage of washing powders, flakes or tablets, by lifestage, presence of children and Mintel’s Special Groups, 2003
- The family unit drives usage
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- Weight of usage of washing powders, flakes or tablets, by marital status, working status and household size, 2003
- Weight of usage of washing powders, flakes or tablets, by region, 2003
- Liquids and detergents
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- Weight of usage of washing liquids and detergents, by gender, age and socio-economic status, 2003
- Younger, better-off respondents opt for liquid detergents
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- Weight of usage of washing liquids and detergents, by lifestage, presence of children and Mintel’s Special Groups, 2003
- Weight of usage of washing liquids and detergents, by marital status, working status and household size, 2003
- Liquid use highest in metropolitan areas
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- Weight of usage of washing liquids and detergents, by region, 2003
- Fabric conditioners
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- Weight of usage of fabric conditioners, by gender, age and socio-economic status, 2003
- Weight of usage of fabric conditioners, by lifestage, presence of children and Mintel’s Special Groups, 2003
- Single households tend to be non-users
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- Weight of usage of fabric conditioners, by marital status, working status and household size, 2003
- Stain removers
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- Weight of usage of stain removers, by gender, age and socio-economic status, 2003
- Weight of usage of stain removers, by lifestage, presence of children and Mintel’s Special Groups, 2003
- Largest households more than twice as likely to use stain removers
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- Weight of usage of stain removers, by marital status, working status and household size, 2003
- Weight of usage of stain removers, by region, 2003
- Formats and types of detergents used
- Tablet format approaches penetration of standard format
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- Types of clothes-washing detergents used – standard or tablet format, November 2003
- Types of clothes-washing detergents used – standard or tablet format, by gender, age and socio-economic status, November 2003
- Lifestage strongest determinant
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- Types of clothes-washing detergents used – standard or tablet format, by presence of respondents’ own children, lifestage and Mintel’s Special Groups, November 2003
- Types of clothes-washing detergents used – standard or tablet format, by marital status, working status and household size, November 2003
- Pricing heavily impacts format choice
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- Types of clothes-washing detergents used – standard or tablet format, by region and ACORN categories, November 2003
- Types of clothes-washing detergents used – standard or tablet format, by media usage, commercial TV viewing and supermarkets used, November 2003
- Usage of other types of laundry detergent products
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- Other types of clothes-washing detergents used, by gender, age and socio-economic status, November 2003
- Retired groups show low interest in additional products or features
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- Other types of clothes-washing detergents used, by presence of respondents’ own children, lifestage and Mintel’s Special Groups, November 2003
- Non-bio products more popular with married, two- and three-person households
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- Other types of clothes-washing detergents used, by marital status, working status and household size, November 2003
- Settling and Aspiring groups most likely to use fabric conditioners
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- Other types of clothes-washing detergents used, by region and ACORN categories, November 2003
- Media use has little impact
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- Other types of clothes-washing detergents used, by media usage, commercial TV viewing and supermarkets used, November 2003
The Consumer – Correlation Usage and Brand Loyalty
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- Correlation of product usage
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- Correlation matrix of clothes-washing detergent and laundry aids* usage, November 2003
- Changing brands
- Nearly a fifth of respondents would not change brands
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- Impetus to change brand of clothes-washing detergent, November 2003
- Promotional offers lure core age groups
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- Impetus to change brand of clothes-washing detergent, by gender, age and socio-economic status, November 2003
- Health concerns drive family shoppers
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- Impetus to change brand of clothes-washing detergent, by lifestage, presence of respondents’ own children and Mintel’s Special Groups, November 2003
- Impetus to change brand of clothes-washing detergent, by marital status, working status and household size, November 2003
- Expanding group looks for promotions
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- Impetus to change brand of clothes-washing detergent, by region and ACORN categories, November 2003
- Impetus to change brand of clothes-washing detergent, by media usage, television commercial viewing and supermarkets used, November 2003
The Future
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- Unit dose meets need for convenience
- New product launches attempt to add value perceptions
- Emphasis on fabric conditioner
- Young families, working women have conflicting effect on the market
Forecast
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- A stable market overall
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- forecast of clothes washing and detergents market, at current prices, 2003-07
- Forecast of clothes washing and detergents market, at current prices, 2003 and 2007
- forecast of clothes washing and detergents market, at constant prices, 2003-07
- Fabric conditioners and clothes refreshment most dynamic
- Newer formats and sustained NPD contribute to growth
- Factors incorporated
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