Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- The future is green
- Establishing routine amongst ancillaries
Fast Forward Trends
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- Trend 1: Bling Bling
- What it is
- Market touchpoints/implications
- Trend 2: Stress Society
- What it is
- Market touchpoints/implications
Market in Brief
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- Slow growth
- Ancillaries march ahead
- Lifestyle
- Bright ideas
- Just not interested
Internal Market Environment
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- Key points
- Ownership of laundry appliances
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- Figure 1: Trends in ownership of household laundry appliances, 2003-07
- Going energy efficient
- Green spin doctors
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- Figure 2: British environmental credentials, 2003-07
- Active lifestyles
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- Figure 3: Those who agree ‘do some form of sport or exercise at least once a week’, 2001-07
- The throw-away society
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- Figure 4: Most popular outlets used for purchasing clothing in the last 12 months, 2003-07
- Today’s fashions
- Skin conditions
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- Figure 5: Complaints suffered from in the last 12 months, 2003-07
Broader Market Environment
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- Key points
- Age of opportunity
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- Figure 6: Structure of the UK population, by age, 2002-12
- Household size
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- Figure 7: Household size trends, 2002-12
- Working wash
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- Figure 8: Labour market trends 2001-06
- Energy costs
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- Figure 9: Expenditure on household electricity, at current prices, 2002-07
- Eco-legislation
Competitive Context
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- Key points
- A clean sweep
- Suds out-law
- Natural trend: a pain for stain removers?
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Innovation in a European context
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- Figure 10: New launches by country, 2003-07
- Shoring up future innovation
- Seasonal launches
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- Figure 11: New launches by quarter, 2003-07
- Bright ideas for summer
- Botanical better for you
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- Figure 12: Trends in product claims of new launches, 2003-07
- Fresh approach
- A future free-from
- Environmental movement
- Green loses its bottle
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- Figure 13: New launches by packaging type, 2007
Market Size and Forecast
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- Key points
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- Figure 14: UK value sales of home laundry products, 2002-12
- The future of the market
Segment Performance
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- Key points
- Clothes-washing detergents
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- Figure 15: UK retail value sales of clothes-washing detergents at current prices, by sector, 2002-12
- Price promotion stalls progress for powders
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- Figure 16: UK retail value sales of clothes-washing detergents, by type, 2005 and 2007
- Fabric conditioners and ironing aids
- Little comfort here
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- Figure 17: UK retail value sales of fabric conditioners & ironing aids, 2002-12
- Laundry ancillaries
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- Figure 18: UK sales of laundry ancillaries, 2002-12
- Figure 19: UK sales of laundry ancillaries, by sub-sector, 2007
- The future in segments
Market Share
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- Key points
- Manufacturer shares
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- Figure 20: Manufacturers’ shares in laundry products, 2005-07
- Brand shares
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- Figure 21: Brand shares in clothes-washing detergents, 2005-07
- Bold growth
- Fairy good news
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- Figure 22: Brand shares in fabric conditioners and ironing aids, 2005-07
- Vanishing the opposition
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- Figure 23: Brand shares in laundry aids and ancillary products, 2006-07
Companies and Products
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- Procter & Gamble
- Unilever
- Reckitt Benckiser
- Others
- McBride
- Acdoco
- Ecover
- Powder and Liquid Product Ltd (PLP)
- SC Johnson
- Dylon International
- Church & Dwight
- Aquados
- Footprint International
- Spotless UK
- Own-label
Brand Communication and Promotion
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- Key points
- Adspend dripping dry
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- Figure 24: Main monitored media advertising spend on home laundry products, 2003-07
- Adspend by advertiser
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- Figure 25: Main monitored media advertising spend on home laundry products as a percentage, by brand, 2003-07
- Seasonal spend supports new launches
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- Figure 26: Home laundry product launches and main monitored media advertising spend, by quarter 2003-07
- Marketing themes
- Price
- Performance still counts
- Touchy feely
- Eco-concern
- Child’s play
Channels to Market
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- Key points
- Grocery dominates
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- Figure 27: Retail distribution of home laundry products, 2005-07
- Cutting out the middle men
Consumer in European Context
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- Key points
- Powder’s budget performance
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- Figure 28: Penetration and frequency of usage of clothes-washing detergents, by country, by type, 2007
- Conditioned for convenience
- Coffee stains
Consumer Usage
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- Key points
- Stain removers get to work
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- Figure 29: Trends in usage of home laundry products, 2003-07
- Liquid assets
- Growth concentrated on liquids
- Liquids diluting demand for conditioners
- Establishing age old traditions
- Family conditioning
- No black marks against the parents
Consumer Frequency
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- Key points
- Environment influencing laundry habits
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- Figure 30: Usage of clothes detergents in the last 12 months, by category, 2003-07
- Cost bears heavy on detergent use
- Lighter loads for smaller households
- Hot growth for cool stain removers
Consumer Attitudes
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- Key points
- Laundry detergents
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- Figure 31: Attitudes towards laundry detergents, 2007
- Cosmetic benefits
- Parents prioritise performance
- Traditional values
- Environmental motivations
- Shopping habits
- Fabric conditioners and softeners
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- Figure 32: Attitudes towards fabric conditioners and softeners, 2007
- Pamper factor
- Family fragrance
- Stain removers and ironing waters
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- Figure 33: Attitudes towards stain removers, ironing waters and fabric fresheners, October 2007
- Stashed in the cupboard
- Masking the smell
- Non-users
Consumer Typologies
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- Key points
- General disinterest
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- Figure 34: Clothes-washing products consumer typologies, October 2007
- Detergents
- Little Thought (59%)
- Sensitive (25%)
- Value Seeking (16%)
- Fabric conditioner and softener
- Rarieties (56%)
- Soft Scentered (28%)
- Soft Condition (16%)
- Laundry ancillary typologies
- Non-users (57%)
- Occasional Users (43%)
Appendix
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- Advertising data
- Abbreviations
Appendix: Internal Market Environment
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- Figure 35: Trends in ownership of household laundry appliances, by country, 2002-07
- Figure 36: Ownership of washing machines and tumble dryers in GB, by gender, age, yearly income, working status, region, presence of children and household size, 2007
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- Figure 37: Environmental credentials, by country, 2002-07
- Figure 38: Agreement and disagreement of statements regarding green and ethical issues, by gender, age, social grade, marital status, family lifestage, age of children in household, Mintel’s Special Groups, working status, housing tenure, region, ACORN group, media usage, household size and car ownership, 2007
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Appendix: Broader Market Environment
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- Figure 39: Structure of the UK population, by gender and age, 2002-12
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Appendix: Consumer in a European Context
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- Figure 40: Penetration of clothes-washing detergents, by country, 2007
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- Figure 41: Penetration of fabric conditioners, by country, 2007
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- Figure 42: Penetration of stain removers and fabric fresheners, by country, 2007
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- Figure 43: Penetration of delicates powders and liquids, by country, 2007
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Appendix: Consumer Usage
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- Figure 44: Topline usage of laundry products in the last 12 months, by gender, age, socio-economic group, marital status, region, ACORN group, media usage, household size and car ownership, 2007
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Appendix: Consumer Frequency
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- Figure 45: Usage of washing powders in the last 12 months, by gender, age, socio-economic group, marital status, region, ACORN group, media usage, household size and car ownership, 2007
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- Figure 46: Usage of washing tablets in the last 12 months by gender, age, socio-economic group, marital status, region, ACORN group, media usage, household size and car ownership, 2007
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- Figure 47: Usage of washing liquids in the last 12 months by gender, age, socio-economic group, marital status, region, ACORN group, media usage, household size and car ownership, 2007
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- Figure 48: Usage of fabric conditioners in the last 12 months, by gender, age, socio-economic group, marital status, region, ACORN group, media usage, household size and car ownership, 2007
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- Figure 49: Usage of stain removers in the last 12 months, by gender, age, socio-economic group, marital status, region, ACORN group, media usage, household size and car ownership, 2007
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Appendix: Consumer Attitudes
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- Figure 50: Attitudes towards laundry detergents by age, gender, socio-economic group, marital status, lifestage, age of own children in household, Special Groups, working status, household tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, October 2007
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- Figure 51: Attitudes towards laundry detergents by age, gender, socio-economic group, marital status, lifestage, age of own children in household, Special Groups, working status, household tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, October 2007
- Fabric conditioners and softeners
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- Figure 52: Attitudes towards fabric conditioners and softeners by age, gender, socio-economic group, marital status, lifestage, age of own children in household, Special Groups, working status, household tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, October 2007
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- Figure 53: Attitudes towards fabric conditioners and softeners by age, gender, socio-economic group, marital status, lifestage, age of own children in household, Special Groups, working status, household tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, October 2007
- Stain removers, ironing waters and fabric fresheners
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- Figure 54: Attitudes towards stain removers, ironing waters and fabric fresheners by age, gender, socio-economic group, marital status, lifestage, age of own children in household, Special Groups, working status, household tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, October 2007
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Appendix: Consumer Typologies
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- Figure 55: Laundry detergent typologies, by gender, age, social grade, marital status, family lifestage, age of children in household, Mintel’s Special Groups, working status, housing tenure, region, ACORN group, media usage, commercial TV viewing, supermarket usage, household size and car ownership, October 2007
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- Figure 56: Laundry detergent typologies, by attitudes towards laundry products, October 2007
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- Figure 57: Laundry detergent typologies, cross referenced by fabric softener and laundry ancillaries typologies, October 2007
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- Figure 58: Fabric softener and conditioner typologies, by gender, age, social grade, marital status, family lifestage, age of children in household, Mintel’s Special Groups, working status, housing tenure, region, ACORN group, media usage, commercial TV viewing, supermarket usage, household size and car ownership, October 2007
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- Figure 59: Fabric softener and conditioner typologies, by attitudes towards laundry products, October 2007
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- Figure 60: Fabric softener and conditioner typologies, cross referenced by detergent and laundry ancillaries typologies, October 2007
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- Figure 61: Laundry ancillary typologies, by gender, age, social grade, marital status, family lifestage, age of children in household, Mintel’s Special Groups, working status, housing tenure, region, ACORN group, media usage, commercial TV viewing, supermarket usage, household size and car ownership, October 2007
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- Figure 62: Laundry ancillary typologies by attitudes towards laundry products, October 2007
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- Figure 63: Laundry ancillary typologies, by detergent and fabric softeners and conditioners typologies, October 2007
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