Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Premier Insight
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- The personal care angle
- Can it be all about image?
- Conditioners for all
Executive Summary
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- Market flat but sustained by demand for convenience
- NPD and a matter of trust
- Intense price competition
- Sales remain sluggish in most sectors
- P&G and Unilever continue to dominate
- Diversification allows for some smaller brands
- Supermarkets sweep the board
- Brand-loyal consumers
- Future prospects
Market Drivers
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- Consumer affluence driving sales
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- Figure 1: PDI and consumer expenditure, at current and constant prices, 2000-09
- Shrinking households limiting market growth
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- Figure 2: Trends in household size, 1999-2009
- Rise in tumble dryer ownership boosting sales
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- Figure 3: Trends in ownership of household laundry appliances, 2001-05
- Working women drive demand for convenience
- Product innovation the key
- Fashion trends influence sales
- Promotion the key to success
Market Size and Trends
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- NPD not enough to sustain sales
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- Figure 4: UK retail value sales of clothes-washing detergent and laundry aids, 2000-05
- Price erosion limiting sales growth
- Product innovation the key
- Desire for convenience
- Fabric care and stain removal show strongest growth
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- Figure 5: UK retail value sales of clothes-washing detergent and laundry aids, by type, 2003 and 2005
Market Segmentation
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- Clothes-washing detergents
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- Figure 6: UK retail value sales of clothes-washing detergents, 2000-05
- Formats and variants strike the right chord
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- Figure 7: UK retail value sales of clothes-washing detergent, by type, 2003 and 2005
- Cleaning performance means biological detergents dominate
- Fabric conditioners
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- Figure 8: UK retail value sales of fabric conditioners, 2000-05
- Figure 9: UK retail value sales of fabric conditioners, by type, 2003 and 2005
- Detergent boosters and stain removers
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- Figure 10: UK retail value sales of detergent boosters/stain removers, 2000-05
- Clothes refreshment
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- Figure 11: UK retail value sales of clothes refreshment, 2000-05
The Supply Structure
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- Brand shares
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- Figure 12: Estimated clothes-washing detergent, manufacturer and brand shares, 2005
- Fabric conditioners
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- Figure 13: Estimated fabric conditioners, manufacturer/brand shares, 2005
- Detergent boosters and stain removers
- Clothes refreshment
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- Figure 14: Estimated clothes fresheners, manufacturer and brand shares, 2005
- Companies and brands
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- Figure 15: Brand map of the clothes-washing detergents and laundry aids market, 2005
- Procter & Gamble
- Unilever
- Reckitt Benckiser
- Other companies
Advertising and Promotion
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- Hitting the emotional target
- Adspend scaled back
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- Figure 16: Main monitored media advertising expenditure on clothes-washing detergent and laundry aids, 2000-05
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- Figure 17: Main monitored media advertising expenditure on washing powders and liquids/fabric softeners, by leading spenders, 2003-05*
- P&G
- Unilever
New Product Trends
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- Figure 18: New product launches, 2000-05
- Figure 19: New fabric care product lauches, 2003-05
- New product briefs
- December 2005
- November 2005
- October 2005
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Distribution
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- Washing detergents
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- Figure 20: UK retail sales of clothes-washing detergent, by outlet, 2003 and 2005
- Fabric conditioners
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- Figure 21: UK retail sales of fabric conditioners, by outlet, 2003 and 2005
- Detergent boosters and stain removers
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- Figure 22: UK retail sales of detergent boosters and stain removers, by outlet, 2003 and 2005
The Consumer
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- Pan-European overview
- Trends in usage, by country
- Washing powders and tablets
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- Figure 23: Penetration of washing powder/tablets, by country, 2005
- Washing liquids
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- Figure 24: Penetration of washing liquids for fabrics, by country, 2005
- Fabric conditioners
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- Figure 25: Penetration of fabric conditioners and stain removers, by country, 2005
- Trends in product use in GB
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- Figure 26: Trends in usage of laundry products, 2002-05
- Usage of clothes-washing detergents, by type
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- Figure 27: Penetration of washing detergent including powders, tablets and liquids, 2005
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- Figure 28: Penetration of clothes-washing products, 2005
- Penetration and frequency of use
- Washing powder
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- Figure 29: Penetration and frequency of using washing powder, 2005
- Washing tablets
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- Figure 30: Penetration and frequency of using washing tablets, 2005
- Washing liquids
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- Figure 31: Penetration and frequency of using washing liquids, 2005
- Fabric conditioners
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- Figure 32: Penetration and frequency of using fabric conditioners, 2005
- Stain removers
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- Figure 33: Penetration and frequency of using stain removers, 2005
- Attitudes towards clothes-washing detergents
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- Figure 34: Attitudes towards clothes washng detergents, by main shoppers, 2005
- Brand-conscious liquid users
- Washing tablets users on a budget
- Attitudes towards promotions
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- Figure 35: Attitudes towards promotion, by main shoppers, 2005
The Consumer – Detailed Demographics
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- Figure 36: Penetration of clothes-washing products, by gender, age group, yearly income group, working status, region, presence of children and household size, 2005
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- Figure 37: Penetration and frequency of using washing powder, by gender, age group, yearly income group, working status, region, presence of children and household size, 2005
- Washing tablets
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- Figure 38: Penetration and frequency of using washing tablets, by gender, age group, yearly income group, working status, region, presence of children and household size 2005
- Washing liquids
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- Figure 39: Penetration and frequency of using washing liquids, by gender, age group, yearly income group, working status, region, presence of children and household size, 2005
- Fabric conditioners
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- Figure 40: Penetration and frequency of using fabric conditioners, by gender, age group, yearly income group, working status, region, presence of children and household size, 2005
- Stain removers
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- Figure 41: Penetration and frequency of using stain removers, by gender, age group, yearly income group, working status, region, presence of children and household size, 2005
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The Consumer – Attitudes and Motivations
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- Types of products purchased
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- Figure 42: Type of clothes-washing detergents and laundry aids purchased, August 2005
- Format wars continue
- Powder hounds
- Youth bias for non-bio
- Health issues driving non-biological sector?
- Decline in fabric conditioners?
- Brands purchased
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- Figure 43: Brand of clothes-washing detergents and laundry aids purchased, August 2005
- Changing brands – or not
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- Figure 44: Attitudes towards buying clothes-washing detergents. detergents and laundry aids purchased, August 2005
- Who are the brand-loyal customers?
- And the more fickle?
- Potential brand switchers
- Men vs women
- Establishing typologies
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- Figure 45: Consumer typology groups for clothing and laundry detergents, August 2005
- The Lured (19% of detergents/laundry aids buyers)
- Reluctant Strayers (22% of detergents/laundry aids buyers)
- Own-brand Ogglers (9% of detergents/laundry aids buyers)
- Strictly Loyal (40% of detergents/laundry aids buyers)
- Offer Seekers (10% of detergents/laundry aids buyers)
- Establishing enthusiasm – repertoire analysis
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- Figure 46: Repertoire buying for clothes-washing detergents and laundry aids, August 2005
Attitudes and Motivations – Detailed Demographics
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- Figure 47: Type of clothes-washing detergents, detergents and laundry aids purchased, by gender, age, socio-economic group, region, marital status, working status, presence of children, lifestage, Mintel's Special Groups, media use, tenure, household size, ACORN category, commercial TV viewing and supermarket use, August 2005
- Figure 48: Type of clothes-washing detergents, detergents and laundry aids purchased, by gender, age, socio-economic group, region, marital status, working status, presence of children, lifestage, Mintel's Special Groups, media use, tenure, household size, ACORN category, commercial TV viewing and supermarket use, August 2005
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- Figure 49: Attitudes towards buying clothes-washing detergents, detergents and laundry aids, by gender, age, socio-economic group, region, marital status, working status, presence of children, lifestage, Mintel's Special Groups, media use, tenure, household size, ACORN category, commercial TV viewing and supermarket use, August 2005
- Figure 50: Consumer typology groups for clothing and laundry detergents, by gender, age, socio-economic group, lifestage, marital status, working status, household working patterns, household size, ACORN category and commercial TV viewing, August 2005
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- Figure 51: Repertoire buying for clothing and laundry detergents, by gender, age, socio-economic group, lifestage, marital status, working status, household working patterns, household size, ACORN category and commercial TV viewing, August 2005
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The Future
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- Future growth expected to be minimal
- Key trends
- Specialisation the key
- Suppliers look to foster brand loyalty
- A need for the next ‘X Factor’?
- Allergies and the environment the next big issues?
Forecast
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- More coming out in the wash
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- Figure 52: Forecast of UK retail value sales of clothes-washing products, at current sterling prices, 2005-10
- On a full cycle
- Champion washers
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- Figure 53: Forecast of UK retail value sales of clothes-washing products, at current euro prices, 2005-10
- Stable growth in Euros
- Adding to more to the wash … and the market
- Still room for volume growth in fabric conditioners
- Detergent volumes under pressure
- Stable real sterling sales
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- Figure 54: Forecast of UK retail value sales of clothes-washing products, at 2005 sterling prices, 2005-10
- Sales at 2005 prices to fall below €2 billion
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- Figure 55: Forecast of UK retail value sales of clothes-washing products, at 2005 euro prices, 2005-10
- The economy does play a part
- The importance of families
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