Table of Contents
Executive Summary
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- The market
- Laundry products still on the same pre-COVID trajectory
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- Figure 1: UK central forecast value sales of laundry detergents and fabric care products (prepared 13 October 2020), 2015-25
- The impact of COVID-19
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on laundry detergents, fabric conditioners and fabric care products, 13 October 2020
- Market likely to be largely unaffected by latest lockdown
- Financial concerns are on their way
- Tap into face mask-related washing
- Boost fabric care with a health focus
- The consumer
- Encourage higher spend from lucrative parent segment
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- Figure 3: Laundry frequency, July 2020
- COVID-19 will inspire more laundry occasions
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- Figure 4: Changes in laundry frequency in the last year, July 2020
- Tap into hygiene concerns with product development
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- Figure 5: Reasons for doing laundry more often compared to a year ago, July 2020
- Be wary of the consumer desire to save water
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- Figure 6: Reasons for doing laundry less often compared to a year ago, July 2020
- Promote powders as environmentally-friendly to halt the slide
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- Figure 7: Usage of laundry detergents in the last 12 months, June 2018, June 2019 and July 2020
- Position fabric care as products for the whole home
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- Figure 8: Usage of fabric care products in the last 12 months, June 2018, June 2019 and July 2020
- Target freshness and packaging for long term growth
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- Figure 9: Interest in on-pack claims on laundry products, by gender, July 2020
- Engage consumers with the positives of the laundry routine
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- Figure 10: Attitudes towards laundry and laundry products, July 2020
- Maintain long-term focus on refills
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- Figure 11: Laundry behaviours, July 2020
- Companies and brands
- Persil and Fairy are winners in the laundry detergent segment
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- Figure 12: Brand shares in laundry detergents, year ending July 2020
- Comfort’s scents encourage consumers to spend
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- Figure 13: Brand shares in fabric conditioners, year ending July 2020
- Dettol’s track record in hygiene results in strong growth
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- Figure 14: Brand shares in wash treatments, year ending July 2020
Issues and Insights
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- Hygiene claims present an opportunity
- Explore the potential of face masks
The Market – Key Takeaways
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- The laundry market remains on the same trajectory
- Fabric conditioners expected to grow in 2020
- Use new behaviours to add value
- Prepare for a bigger financial impact in 2021
Market Size and Forecast
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- Impact of COVID-19 on laundry and fabric care products
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- Figure 15: Short-, medium- and long-term impact of COVID-19 on laundry detergents, fabric conditioners and fabric care products, 13 October 2020
- Laundry products still on the same pre-COVID trajectory
- Financial concerns are on their way
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- Figure 16: UK value sales of laundry detergents, fabric conditioners and fabric care products (prepared on 13 October 2020), 2015-25
- Tap into face mask-related washing
- Boost fabric care with a health focus
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- Figure 17: Sponsored Instagram post by Ariel, September 2020
- Use packaging as a route to success
- Use consumer concerns to launch new formats
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- Figure 18: UK central forecast value sales of laundry detergents and fabric care (prepared 13 October 2020), 2015-25
- Market drivers and assumptions
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- Figure 19: Key drivers affecting Mintel’s market forecast (prepared 13 October 2020), 2015-25
- Lessons from the last recession
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- Figure 20: UK value sales of laundry detergents, fabric conditioners and fabric care, 2007-17
- Forecast methodology
Market Segmentation
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- Turn increased engagement with laundry into higher sales
- Skin sensitivity encourages a boost for Non Bio formulations
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- Figure 21: UK retail value sales of laundry detergents, by formulation, 2018-20 (est)
- Capsules maintain their momentum
- Push the environmental benefits of powders
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- Figure 22: UK retail values sales of laundry detergents, by format, 2018-20 (est)
- Fabric conditioners provide a scent boost
- Closure of schools and workplaces impact ironing products
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- Figure 23: UK retail value sales of fabric care products*, 2018-20 (est)
- Fabric conditioners offer a small slice of affordable luxury
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- Figure 24: UK retail value sales of fabric conditioners, by type, 2018-20 (est)
- Stain removers are impacted by higher functioning detergents
- COVID-19 influences increase in hygiene-based products
- Demand for dry wash sprays will grow
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- Figure 25: UK retail value sales of wash treatment products, 2018-20 (est)
Channels to Market
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- Supermarkets create the chance for consumers to save money
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- Figure 26: UK retail value sales of laundry detergents, by outlet type, 2018-20 (est)
- Consumers rely more heavily on grocery stores during the pandemic
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- Figure 27: UK retail value sales of fabric care products*, by outlet type, 2018-20 (est)
- COVID-19 will drive the online market
- Big name brands explore direct to consumer models
Market Drivers
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- Consumer confidence recovers but will likely fall again
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- Figure 28: Trends in consumer sentiment for the coming year, January 2019-September 2020
- Birth rate continues to decline…
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- Figure 29: Trends in number of live births (thousands), England and Wales, 2010-19
- Figure 30: Examples of baby-focused laundry detergents and fabric care products, 2019-20
- Consumers change habits to save water
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- Figure 31: Examples of dry wash sprays, 2018-20
- Consumers expect packaging to be recyclable
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- Figure 32: Examples of packaging changes, 2020
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- Figure 33: Attitudes towards household care packaging, May 2020
Companies and Brands – Key Takeaways
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- Dettol’s hygiene-conscious image creates sales
- Brands target packaging changes
Market Share
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- Persil adjusts packaging
- Fairy benefits from increasing concern around skin
- Consumers rely on branded products in the laundry segment
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- Figure 34: Brand shares in laundry detergents, years ending July 2019 and July 2020
- Fabric conditioner sales set to grow in 2020
- Eco brands increase their influence, own-labels struggle
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- Figure 35: Brand shares in fabric conditioners and tumble dryer enhancers, years ending July 2019 and July 2020
- Dettol’s hygiene-conscious image creates sales
- Vanish sees sales drop as stain remover and whitener penetration falls
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- Figure 36: Brand shares in wash treatments*, years ending July 2019 and July 2020
- Ironing enhancers suffer as a result of school and workplace closures
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- Figure 37: Brand shares in ironing enhancers, years ending July 2019 and July 2020
Launch Activity and Innovation – Laundry Detergents
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- NPD in fabric care category mirrors declining sales
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- Figure 38: Share of household care NPD, by category, January 2016-August 2020
- Brands increase focus on laundry detergent NPD
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- Figure 39: Share of laundry NPD, by sub-category, January 2016-August 2020
- Brands target packaging to stand out
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- Figure 40: New product launches in the laundry detergent category, by launch type, January 2016-August 2020
- Liquid/gels remain most common launch type
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- Figure 41: New launches in the automatic laundry detergent category, by format, January 2016-August 2020
- Brands bet on the pod/capsule format
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- Figure 42: Examples of new launches with capsules format, 2019
- Brands invest in eco-friendly packaging
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- Figure 43: Top claims in the laundry detergent category (based on leading claims for 2019), January 2018-August 2020
- Figure 44: Example of new launches with recyclable and environmentally friendly packaging claims, 2019-20
- Brands highlight more friendly formulations
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- Figure 45: Example of new launches carrying the botanical/herbal claim, 2019-20
- COVID-19 concerns will shine new light on hygiene claims
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- Figure 46: Kao Attack Zero Ultra Concentrated Laundry Detergent, 2020
- Procter & Gamble leads NPD
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- Figure 47: New product launches in the UK laundry detergent category, by ultimate company (based on top 10), January 2016-August 2020
- Figure 48: Examples of new launches by top ultimate companies, 2019
- Brands use NPD to differentiate from own-labels
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- Figure 49: New product launches in the laundry detergent category, by own-label vs branded products, January 2016-August 2020
Launch Activity and Innovation – Fabric Care
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- Fabric care launch activity focused on new packaging
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- Figure 50: New product launches in the fabric care category, by launch type, January 2016-August 2020
- Fabric conditioners dominate NPD
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- Figure 51: New product launches in the fabric care category, by product type, January 2016-August 2020
- Brands focus on increasing sustainability credentials
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- Figure 52: Leading claims in the UK fabric care market (based on leading claims for 2019), 2018-19
- Sustainability moves are crucial for future success
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- Figure 53: Examples of launches carrying the ethical-animal, recycling and environmentally-friendly packaging claims, 2019-20
- Hygiene-related claims will grow in prominence
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- Figure 54: Examples of launches with antibacterial claim in the washing machine segment, 2019-20
- Prepare for renewed interest in own-label
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- Figure 55: New product launches in the fabric care category, by own-label vs branded products, January 2016-August 2020
- Figure 56: Examples of own-label new product launches in the fabric conditioner segment, 2019-20
- COVID-19 will boost focus on health beyond hygiene
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- Figure 57: Examples of launched carrying health-related claims (eg dermatologically-tested, hypoallergenic, for sensitive skin), 2019-20
- Lenor explores aromatherapy
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- Figure 58: Lenor’s Scent Inspired by Nature Silk Tree Blossom Fabric Conditioner, 2020
- Reckitt Benckiser increases NPD
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- Figure 59: New product launches in the UK fabric care* category, by ultimate company (based on to ten for 2019), January 2016-August 2020
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- Figure 60: Example of new launches from Reckitt Benckiser, 2019-20
- smol offers softness free from animal fat
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- Figure 61: smol launches its new leaping bunny-approved fabric conditioner without animal products, 2020
Advertising and Marketing Activity
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- Major players cover 94% of adspend
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- Figure 62: Total above-the-line, online display and direct mail advertising expenditure on laundry and fabric care, by leading advertisers, 2019
- Procter & Gamble focus adspend on the pod format
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- Figure 63: Total above-the-line, online display and direct mail advertising expenditure on laundry and fabric care, by leading brands, 2019
- Ariel covers 47% of total adspend
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- Figure 64: Total above-the-line, online display and direct mail advertising expenditure on laundry detergents, by leading brands, 2019
- A few companies control fabric care adspend
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- Figure 65: Total above-the-line, online display and direct mail advertising expenditure on fabric care products, by leading brands, 2019
- Ariel Pods vs Tough Mudder
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- Figure 66: The Ariel Tough Mudder Challenge’ campaign, 2019
- Ariel provides tips and highlights hygienic clean
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- Figure 67: Ariel ‘Mrs Hinch cleans The Unseen’, August 2020
- Vanish preserves whites for longer
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- Figure 68: Vanish ‘Love your Whites For Longer’ advert, 2020
- Persil celebrates the home and stands for the planet
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- Figure 69: Persil ‘Home is Good’ advert, 2020
- Figure 70: Persil ‘Tough on Stains, Kinder to Our Planet’ advert, 2020
- Surf partners with Love Island winner
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- Figure 71: Surf announces partnership with Dani Dyer, 2019
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 72: Attitudes towards and usage of selected laundry detergent, fabric conditioner and fabric care brands, September 2020
- Key brand metrics
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- Figure 73: Key metrics for selected brands, September 2020
- smol’s DTC model is considered innovative
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- Figure 74: Attitudes, by brand, September 2020
- Ecover has a strong ethical image
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- Figure 75: Brand personality – Macro image, September 2020
- Vanish’s stain removal ability leads to high performance reputation
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- Figure 76: Brand personality – Micro image, September 2020
- Brand analysis
- Vanish has a strong track record in results
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- Figure 77: User profile of Vanish, September 2020
- Fairy Non Bio’s skin sensitive products aid performance
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- Figure 78: User profile of Fairy Non Bio, September 2020
- Persil is considered a reliable brand
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- Figure 79: User profile of Persil, September 2020
- Surf’s focus on scent limits efficacy perception
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- Figure 80: User profile of Surf, September 2020
- Ecover’s ethical, natural proposition has changed the market landscape
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- Figure 81: User profile of Ecover, September 2020
- Seventh Generation has struggled to gain a foothold
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- Figure 82: User profile of Seventh Generation, September 2020
- smol offers something different
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- Figure 83: User profile of smol, September 2020
The Consumer – Key Takeaways
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- COVID-19 influences increased laundry occasions, but not sales
- Position fabric conditioners as products to boost homeliness
- Make more of the laundry routine
The Impact of COVID-19 on Consumer Behaviour
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- Remote working will become a longer-term change
- COVID-19 boosts demand for hygiene products
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- Figure 84: Example of antibacterial laundry and fabric care launches formulated with natural ingredients, 2016-20
- Face masks need washing too
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- Figure 85: Consumers who consider it important to wear face mask/coverings in selected situations, 6 August-1 October 2020
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- Figure 86: Examples of laundry and fabric care products designed for face masks, 2018-20
- The environment is becoming a higher priority for many
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- Figure 87: Change in priority given to the environment since the COVID-19 outbreak, 7-14 May 2020
Laundry Frequency
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- Doing the laundry 2-3 times is the mainstream
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- Figure 88: Laundry frequency, July 2020
- Target parents to increase spend on the category
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- Figure 89: Frequency of laundry, by any children, July 2020
Changes in Laundry Frequency
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- COVID-19 will inspire more laundry occasions
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- Figure 90: Changes in laundry frequency in the last year, July 2020
- COVID-19 gives new relevance to health-related claims
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- Figure 91: Reasons for doing laundry more often compared to a year ago, July 2020
- Capitalise on the boom in at-home fitness
- Be wary of the consumer desire to save water
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- Figure 92: Reasons for doing laundry less often compared to a year ago, July 2020
Usage of Laundry Products
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- Promote powders on environmental grounds
- Highlight adjustable doses to push back against capsules
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- Figure 93: Usage of laundry detergents in the last 12 months, June 2018, June 2019 and July 2020
- Consumers look to add scent and softness
- Improving detergent power causes fall in stain remover usage
- Hygiene products will become more prominent
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- Figure 94: Usage of fabric care products in the last 12 months, June 2018, June 2019 and July 2020
Interest in On-Pack Claims
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- Position fabric conditioners as products to boost homeliness
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- Figure 95: Interest in on-pack claims on laundry products, by gender, July 2020
- Clarify confusion over green terminology
Attitudes towards Laundry and Laundry Products
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- Make more of the laundry routine
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- Figure 96: Attitudes towards laundry and laundry products, July 2020
- Use new formats to reengage
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- Figure 97: Examples of alternative laundry formats, 2019
- Help guide younger consumers
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- Figure 98: Agreement with “It is difficult to know how much laundry detergent to use when doing laundry, by age, July 2020
Laundry Behaviours
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- Refocus on refill strategies as soon as possible
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- Figure 99: Laundry behaviours, July 2020
- Explore smaller and more compact formats
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- Figure 100: Examples of laundry detergents suitable for on-the-go use, 2018-19
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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