Slow but steady dollar sales growth in the home laundry category came to a halt in 2008, the result of recession-driven economizing and changing attitudes and behaviors in the laundry room. Yet, the slowdown has not affected all segments equally, and as shoppers reconsider brand selection, winners are emerging at even the most premium price points.
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Scope and Themes
Executive Summary
Insights and Opportunities
Inspire Insight
Market
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Market Size and Forecast
Competitive Context
Overall Segment Performance
Segment Performance—Laundry Detergent
Segment Performance—Fabric Softener Liquid
Segment Performance—Bleach
Segment Performance—Laundry Care
Segment Performance—Fabric Softener Sheets
Retail Channels
Retail Channels—Supermarkets
Retail Channels—Drug Stores
Retail Channels—Other
Natural Channel/SPINS
Market Drivers
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Usage
Laundry Products Purchased
Purchase Factors
Laundry Product Purchase Decisions
Laundry Habits
Attitudes Toward Doing the Laundry
Brand Switching
Environmentally friendly Laundry Detergent Brands
Has the Economy Affected Laundry Habits?
Race and Hispanic Origin
Cluster Analysis
Custom Consumer Groups
Brand/Company
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Leading Companies
Brand Share—Liquid Detergents
Brand Share—Powdered Detergents
Brand Share—Liquid Fabric Softeners
Brand Share—Fabric Softener Sheets
Brand Share—Bleach
Brand Share—Other Laundry Care
Brand Qualities
Innovation and Innovators
Advertising and Promotion
Brand Usage
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
IRI/Builders: Key Household Purchase Measures
Appendix: Other Useful Consumer Tables
Appendix: Trade Associations
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How segments within the category are competing more directly against one another for home laundry shoppers’ dollars
