Table of Contents
Issues in the Market
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- Key themes
- Definitions
Future Opportunities
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- Simplicity and convenience
- Hugs and affection
Market in Brief
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- Cautious consumers make economies
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- Figure 1: UK retail value sales of laundry products, percent of sales by sector, 2010
- Performance at a price
- Four main kinds of shopper
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- Figure 2: Consumer typologies for laundry products, June 2010
- Washing machines are a must-have
- Saving the planet
- Sensitive skins
- New regulations
- Innovation a competitive tool
- Concentrated products better for the environment
- Spicing up fragrances
- Future shock?
- Outlook
Internal Market Environment
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- Key points
- Ownership of laundry appliances
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- Figure 3: Ownership of laundry appliances and irons, 2005-09
- Saving the planet
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- Figure 4: Environmental credentials, 2005-09
- Save energy by turning down the temperature
- Reluctance to pay more to save the environment
- Impact of packaging
- Sports kits create more washing
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- Figure 5: Selected sports/activities played or taken part in regularly, 2005-09
- Delicate skin
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- Figure 6: Complaints suffered from in the last 12 months, 2005-09
- Babies and sensitive skin
- The impact of fashion on clothes washing
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- Figure 7: Attitudes towards clothing, 2005-09
- Fresher for longer
Broader Market Environment
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- Key points
- Population
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- Figure 8: Structure of the UK population, by age, 2005-15
- Number of households
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- Figure 9: Trends in number of UK households, 1990-2020
- Household size
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- Figure 10: Trends in UK household size, 2005-15
- Impact of the recession
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- Figure 11: Employment and unemployment, by gender, 2005-15
- Influence of downturn on grocery shopping
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- Figure 12: How grocery shopping habits have changed, January 2009-June 2010
- Moth population
- Regulation
Who’s Innovating?
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- Key points
- NPD activity by seasonality
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- Figure 13: New product activity in laundry products, percentage by month, 2005-10*
- NPD activity by category
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- Figure 14: New product activity in laundry care, percentage by category, 2008-10
- Positioning trends
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- Figure 15: New product activity in laundry care, percentage by product positioning, 2008-10
- The race for environmental claims
- Convenience
- Fragrance trends
- Format trends
Competitive Context
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- Key points
- Laundry spend within home and garden
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- Figure 16: Home and garden trends, at current prices, 2005-09
- Search for cleanliness remains strong…
- …as consumers want a more “natural” sustainable home
- Competition from dry cleaners
- New washing machine developments
Market Size and Forecast
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- Key points
- Sales of laundry products
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- Figure 17: UK retail value sales of laundry products, at current and constant prices, 2005-15
- The future
- Factors used in the forecast
Segment Performance
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- Key points
- Market structure
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- Figure 18: Structure of the laundry products market, 2010
- Figure 19: UK retail value sales of clothes washing detergents, by sector, 2005-15
- Sluggish growth for detergents
- A little luxury in your life
- Making sure about stains
- Clothes washing detergents by format
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- Figure 20: UK retail value sales of clothes-washing detergents, by type, 2008-10
- Non-bio share
- Fabric conditioners and ironing aids
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- Figure 21: UK retail value sales of fabric conditioners and ironing aids, by type, 2008-10
- Laundry ancillaries
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- Figure 22: UK retail value sales of laundry ancilliaries, by type, 2008-10
Market Share
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- Key points
- Manufacturer shares
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- Figure 23: Manufacturers’ value shares in laundry products, 2009-10
- Detergents
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- Figure 24: Brands’ value shares in clothes washing detergents, 2009-10
- Fabric conditioners and ironing aids
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- Figure 25: Brands’ value shares in fabric conditioners and ironing aids, 2009-10
- Laundry ancillaries
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- Figure 26: Brands’ value shares in laundry aids and ancillary products, 2009-10
Companies and Products
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- Key points
- Brand map
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- Figure 27: Brand map for laundry products, 2010
- Procter & Gamble
- Unilever
- Reckitt Benckiser (RB)
- Acdoco
- Others
- Ecover
- Aquados
- Robert McBride
- Jeyes
- Spotless Punch
Brand Elements
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- Key points
- Brand map
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- Figure 28: Attitudes towards and usage of laundry product brands, June 2010
- Brand qualities of laundry product brands
- Ariel most efficient, Vanish top performer
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- Figure 29: Personalities of various laundry product brands, June 2010
- Experience of laundry product brands
- Comfort most frequently used, value and green brands less popular
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- Figure 30: Consumer usage of various laundry product brands, June 2010
- Brand consideration for laundry product brands
- Vanish has strongest appeal, but people open to Ecover
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- Figure 31: Consideration of various laundry product brands, June 2010
- Brand satisfaction for laundry product brands
- Comfort and Persil lead the pack, Ecover disappoints some
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- Figure 32: Satisfaction with various laundry product brands, June 2010
- Brand commitment to laundry product brands
- Persil and Ariel dominate in detergents
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- Figure 33: Commitment to various laundry product brands, June 2010
- Brand intentions for laundry product brands
- Comfort and Vanish have highest retention
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- Figure 34: Future usage intentions for various laundry product brands, June 2010
- Brand recommendation for laundry product brands
- Family-friendly brands most recommended
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- Figure 35: Recommendation of various laundry product brands, June 2010
- Fairy
- What the consumer thinks
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- Figure 36: Attitudes towards the Fairy brand, June 2010
- Daz
- What the consumer thinks
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- Figure 37: Attitudes towards the Daz brand, June 2010
- Ecover
- What the consumer thinks
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- Figure 38: attitudes towards the Ecover brand, June 2010
- Vanish
- What the consumer thinks
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- Figure 39: Attitudes towards the Vanish brand, June 2010
- Ariel/Persil
- What the consumer thinks
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- Figure 40: Attitudes towards the Ariel brand, June 2010
- Figure 41: Attitudes towards the Persil brand, June 2010
Brand Communication and Promotion
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- Key points
- Topline advertising
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- Figure 42: Main monitored media advertising spend on laundry products, 2006-10
- Seasonal spend
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- Figure 43: Main monitored media advertising spend on laundry products and new product launches, percentage by month, 2009
- Category
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- Figure 44: Main monitored media advertising spend on laundry products, by category, 2008-10
- Companies
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- Figure 45: Main monitored media advertising spend on laundry products, by manufacturer, 2008-10
Channels to Market
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- Key points
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- Figure 46: UK retail value sales of laundry products, by outlet type, 2008-10
- The power of the one-stop-shop
- Point of sale impact
- Challenge of smaller packs
- Own label in the grocers
- Small stores compete on convenience
- Eco-products through health shops
The Consumer – Product Usage and Frequency
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- Key points
- Detergents
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- Figure 47: Trends in using laundry detergents, 2005-09
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- Figure 48: Trends in frequency of using laundry detergents, 2005-09
- Fabric conditioner
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- Figure 49: Trends in using fabric conditioners, 2005-09
- Concentrated products on the rise
- Delicate skins
- Frequency of use
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- Figure 50: Trends in frequency of using fabric conditioners, 2005-09
- Stain removers/fabric fresheners
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- Figure 51: Trends in using stain removers and fabric fresheners, 2005-09
- Over half use stain removers
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- Figure 52: Trends in frequency of using stain removers (including pre-wash), 2005-09
Attitudes towards Germs and Hygiene in the Home
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- Key points
- Attitudes to germs and hygiene
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- Figure 53: Attitudes towards germs and hygiene, June 2010
- A few germs are fine
- Have not considered germs in the laundry
- Antibacterial main choice for some
Purchasing Patterns for Laundry and Cleaning Products
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- Key points
- Purchasing patterns for laundry products
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- Figure 54: Purchasing of laundry and other cleaning products, June 2010
- Widespread purchasing of laundry products
Attitudes towards Choosing Laundry Products
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- Key points
- Attitudes towards choosing laundry products
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- Figure 55: Attitudes towards choosing laundry products, June 2010
- Getting the right deal
- Promotions are popular
- Making savings in tough economic times
- Tiny response for own-label
- Complex secondary choices
Attitudes towards Price and Special Offers
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- Key points
- Attitudes towards special offers
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- Figure 56: Attitudes towards special offers, June 2010
- Figure 57: Agreement with attitudes towards special offers, June 2010
- Thrifty habits
- Playing the field
- Coupons and vouchers
- The devil in the detail
- Trading down in recession
- But not the cheapest
Attitudes towards Brands
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- Key points
- Attitudes towards brands
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- Figure 58: Attitudes towards brands, June 2010
- Prepared to give own-label a go
- Mixing it up a bit
- Happy with brands
- Disappointed with own-labels
Target Groups
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- Key points
- Consumer groups
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- Figure 59: Target groups for laundry products, June 2010
- Floaters (32% of adults)
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- Figure 60: Attitudes influencing purchase, Floaters, June 2010
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- Figure 61: Attitudes to own-label vs. brands, by special group, Floaters, June 2010
- Brand Convinced (38% of adults)
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- Figure 62: Attitudes influencing purchase, Brand Convinced, June 2010
- Figure 63: Attitudes to branding, by special group, Brand Convinced, June 2010
- Budgeters: 23%
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- Figure 64: Attitudes influencing purchase, by special group, Budgeters, June 2010
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- Figure 65: Attitudes to branding, by special group, Budgeters, June 2010
- Laundry-keen: 7%
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- Figure 66: Attitudes influencing choice of special group, Laundry-keen, June 2010
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- Figure 67: Attitudes to branding, by special group, laundry-keen, June 2010
Appendix – The Consumer – Product Usage and Frequency
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- Use of laundry products
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- Figure 68: Frequency of using powders/tablets, by demographics, 2009
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- Figure 69: Frequency of using liquid detergents for fabrics, by demographics, 2009
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- Figure 70: Frequency of using fabric conditioners, by demographics, 2009
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- Figure 71: Frequency of using stain removers (including pre-wash), by demographics, 2009
Appendix – Attitudes towards Germs and Hygiene in the Home
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- Figure 72: Most popular attitudes towards germs and hygiene, by demographics, June 2010
- Figure 73: Next most popular attitudes towards germs and hygiene, by demographics, June 2010
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Appendix – Purchasing Patterns for Laundry and Cleaning Products
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- Figure 74: Purchasing laundry products, by demographics, June 2010
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Appendix – Attitudes towards Choosing Laundry Products
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- Figure 75: Attitudes towards choosing laundry products, by demographics, June 2010
- Figure 76: Attitudes towards choosing laundry products, by demographics, June 2010
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- Figure 77: Attitudes towards choosing laundry products, by demographics, June 2010
- Figure 78: Attitudes towards choosing laundry products, by demographics, June 2010
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Appendix – Attitudes towards Price and Special Offers
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- Figure 79: Attitudes to “I have switched to cheaper brands in the last year”, by demographics, June 2010
- Figure 80: Attitudes to “I stuck with a different brand after trying it because it was cheaper”, by demographics, June 2010
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- Figure 81: Attitudes to “I went back to my usual brand after trying a cheaper one”, by demographics, June 2010
- Figure 82: Attitudes to “I usually buy the cheapest product available”, by demographics, June 2010
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- Figure 83: Attitudes to “I have switched brands to buy one that was on special offer”, by demographics, June 2010
- Figure 84: Attitudes to “I have used coupons/ vouchers to save money on this product”, by demographics, June 2010
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- Figure 85: Attitudes to “I will buy something if it will earn me more loyalty points”, by demographics, June 2010
- Figure 86: Attitudes to “I take advantage of special offers to stock up”, by demographics, June 2010
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- Figure 87: Attitudes to “I always look at the cost per ml and buy whatever works out to be the cheapest”, by demographics, June 2010
- Figure 88: Attitudes to “I don’t pay attention to price”, by demographics, June 2010
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- Figure 89: Attitudes to “Branded products can be just as cheap as own-label when they are on promotion”, by demographics, June 2010
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Appendix – Attitudes towards Brands
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- Figure 90: Attitudes towards “I usually buy own-label products”, by demographics, June 2010
- Figure 91: Attitudes towards “I usually buy branded products”, by demographics, June 2010
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- Figure 92: Attitudes towards “I buy a mixture of branded and own-label products”, by demographics, June 2010
- Figure 93: Attitudes towards “I have used own-label products in the last 12 months and will use them again”, by demographics, June 2010
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- Figure 94: Attitudes towards “I have used own-label products in the last 12 months and am unlikely to use them again”, by demographics, June 2010
- Figure 95: Attitudes towards “I would never try own-label products”, by demographics, June 2010
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- Figure 96: Attitudes towards “I think own-label are good value for money”, by demographics, June 2010
- Figure 97: Attitudes towards “The packaging on own-label products puts me off buying them”, by demographics, June 2010
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- Figure 98: Attitudes towards “I don’t think own-label perform as well as branded alternatives”, by demographics, June 2010
- Figure 99: Attitudes towards “There is no difference in performance between branded and own-label products”, by demographics, June 2010
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Appendix – Target Groups
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- Figure 100: Target groups, by demographics, June 2010
- Figure 101: Attitudes towards germs and hygiene, by target groups, June 2010
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