Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- Greener laundry products
- Rationalisation
Fast Forward
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- Trend: The Over-Optioned
- Definition
- What it is – general observations
- Touchpoints
- Trend: Proof is All
- Definition
- What it is – general observations
- Touchpoints
- Trend: Home As Sensorium
- Definition
- What it is – general observations
- Touchpoints
Market in Brief
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- Money laundry
- Market drivers
- Interest in innovation
- Companies and products
- Adspend
- Consumer
- Future
Internal Market Environment
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- Ownership of Appliances
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- Figure 1: Trends in ownership of household laundry appliances, 2001-06
- Designs on demand
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- Figure 2: Attitudes towards clothing, 2004-06
- Cosmetic surgery
- Sensitive skins
- Health and wellness
- Additional benefits
- Opportunity for new names?
- Environmental issues
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- Figure 3: British environmental credentials, 2001-06
Broader Market Environment
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- Demographics
- Household size trends
- Working women
- White collar growth
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- Figure 4: Labour market trends 2001-11(proj)
Competitive Context
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- Own-label
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- Figure 5: Number new product launches, by own-label and brand, 2002-06
- Fashion and fabric
- Dry cleaning
- Fabric of change
- Disposable fashion
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Figure 6: UK laundry care launches, by company, 2006
- Innovation mirrors market share
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- Figure 7: UK laundry care launches, by sub-category, 2006
- Auto pilot
- Conditioned response
- Stain removal hitting the spot?
- Pressing innovation
- Trends in product claims and added benefits
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- Figure 8: UK clothes washing detergent launches by top 10 product claims 2002-06
- Health and wellness takes hold
- No mileage in novelty
- Brand synergies and green issues
- Combin-action
- Going green
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Market Size and Forecast
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- Slow growth
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- Figure 9: UK value sales of clothes washing detergents, 2001-11
- European comparisons
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- Figure 10: Laundry detergents sales in europe, 2001-06
- Future
Segment Performance
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- Ancillary to grow
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- Figure 11: UK retail value sales of clothes washing detergents, by type, 2004-06
- Detergents dominate
- Conditioning
Market Share
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- Manufacturer share
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- Figure 12: Manufacturers’ shares in clothes washing detergents, 2004-06
- Formula for growth?
- Own-label strong competition
- Brand share – automatic detergents
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- Figure 13: Brand shares in automatic detergents, 2004-06
- To Boldly grow…
- Brand share – laundry and ironing
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- Figure 14: Brand shares in laundry and ironing aids, 2004-06
- Fairy big impact
- Brand share – ancillary products
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- Figure 15: Brand shares in ancillary products, 2004-06
Companies and Products
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- Procter & Gamble
- Scent and softness
- Environmental awareness
- Combining brand power to add value
- Unilever
- Extending move into premium products
- Range extensions and advertising
- Reckitt Benckiser
- Unblemished record
- Robert McBride
- Acdoco
- Ancillaries provide boost
- Ecover
- Powder and Liquid Products Ltd (PLP)
- SC Johnson
- Dylon International
- HomePride
Brand Communication and Promotion
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- Adspend rise at odds with market growth
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- Figure 16: Main monitored media advertising spend on clothes washing detergents, 2002-06
- Majors playing lesser role
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- Figure 17: Main monitored media advertising spend on clothes washing detergents, by company, 2002-06
- Cosmetic promotion
Channels to Market
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- Figure 18: Retail distribution of clothes washing detergents, 2002-06
- Supermarkets dominate
- Putting a new spin on distribution
- New opportunities on the line
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Consumer – Usage and Frequency
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- Luxuriating in laundry
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- Figure 19: Trends in usage of laundry products, 2002-06
- Powder Poorly perceived
- Women are a soft touch
- Keeping the kids clean
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- Figure 20: Difference in heavy usage (more than once a day) of laundry products by households with and without children, by % penetration, 2006
- Affluence drives demand for non-essentials
Consumer Attitudes
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- Comfort and style
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- Figure 21: Attitudes towards clothes and laundry product use, by main shoppers, 2006
- The disposable society
- Segmentation by design
- Attitudes towards purchase
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- Figure 22: Attitudes towards shopping and budgeting, by main shoppers, 2006
- Receptive to change
- Price v convenience
- Attitudes towards promotion
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- Figure 23: Attitudes towards promotions and advertising, by main shoppers, 2006
- Impact of advertising
Consumer Typologies
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- Consumer typologies
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- Figure 24: Consumer typologies, by attitudes towards clothes washing detergents, 2006
- Pay more, get more (30%)
- Value seekers (28% of sample)
- Want it all (20% of sample)
- Decisive shoppers (22% of sample)
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Internal market environment
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- Figure 25: Ownership of washing machines and tumble dryers in GB, 2006
- External market environment
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- Figure 26: Trends and projections in UK population (‘000s), by age and gender, 2001-11
- Figure 27: Trends in household size 2001-11
- Who’s innovating?
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- Figure 28: UK clothes washing detergent launches by top ten package type, 2002-06
- Market size and forecast
- Factors incorporated in the forecast
- Consumer usage and frequency - detailed demographics
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- Figure 29: Penetration of clothes washing products, by gender, age, annual income, working status, region, presence of children, household size, 2006
- Penetration and frequency of use
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- Figure 30: Trends in frequency of using clothes-washing detergents, by type, 2002-06
- Washing powder
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- Figure 31: Penetration and frequency of using washing powder, by gender, age, annual income, working status, region, presence of children, household size, 2006
- Washing tablets
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- Figure 32: Penetration and frequency of using washing tablets, by gender, age, annual income, working status, region, presence of children, household size, 2006
- Washing liquids
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- Figure 33: Penetration and frequency of using washing liquids, by gender, age, annual income, working status, region, presence of children, household size, 2006
- Fabric conditioners
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- Figure 34: Penetration and frequency of using fabric conditioners, by gender, age, annual income, working status, region, presence of children, household size, 2006
- Stain removers
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- Figure 35: Penetration and frequency of using stain removers, by gender, age, annual income, working status, region, presence of children, household size, 2006
- Fabric fresheners
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- Figure 36: Penetration and frequency of using fabric fresheners, by gender, age, annual income, working status, region, presence of children, household size, 2006
- Consumer attitudes – detailed demographics
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- Figure 37: Attitudes towards shopping and clothes, by gender, age, annual income, working status, region, presence of children, household size 2002-06
- Consumer typologies– detailed demographics
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- Figure 38: Cluster groups, by agreement with the lifestyle statements, 2006
- Figure 39: Cluster groups, by agreement with additional attitude statements, 2006
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- Figure 40: Cluster groups, by usage of laundry products in the last 12 months, 2006
- Figure 41: Cluster groups, by frequency of using clothes-washing detergents, by type, 2006
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