About the market…

“The UK in-home clothes care market, worth £1.2 billion, has recently been declining in value following the “laundry” battle of the key grocery multiple outlets and the consumers’ lower prices expectations. The 17 million washes carried out each day by UK consumers combined with their demanding life has been generating the most significant NPD activity during 2004.

As the key-purchasing unit, the family household, is replaced by single person households, the market will have to focus on both groups for success.”

About Mintel’s report…

Using the latest consumer research, market size data and trend analysis, Mintel’s report offers you vital new insight into the current state of the market, its prospects and the attitudes of key target audiences. You can use Mintel’s market research to:

- Build consumer-focused marketing strategies to maximise sales throughout clothes washing detergents sectors

- Discover new ways of tempting key target groups towards high-price points.

- Measure market sizes and assess the scope for new player and product entrants

- Create realistic sales strategies based on market forecasts and insight into market drivers.

Intriguing findings include…

- Sales of unit doses of powder and liquid in the form of tablets and capsules account for 40% of market sales by value in 2004.

- P&G continues to be the leading manufacturer of the laundry detergents and fabric conditioner markets, with a 50% share of sales by value, thanks to strength across its brand portfolio.

- Family groups with children form the core of heavy users of laundry products, and are still the focus of manufacturers and retailers.