An economizing mindset continues to weigh heavily on the home laundry market, resulting in a 3% sales decline between 2007 and 2012. In spite of the downward sales trend, consumer interest and engagement remains strong in the $9 billion category. Considerable opportunities exist for brands that offer innovation, improved performance, or a better experience.
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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
Issues in the Market
Insights and Opportunities
Trend Applications
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
Market Drivers
Competitive Context
Segment Performance
Segment Performance—Laundry Detergent
Segment Performance—Fabric Softener (Liquid)
Segment Performance—Fabric Softener (Sheets)
Segment Performance—Laundry Care
Segment Performance—Bleach
Retail Channels
Retail Channels—Supermarkets
Retail Channels—Drug Stores
Retail Channels—Other Channels
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Household Use of Home Laundry Products
Brand Penetration
Incidence of Recent Product Purchase
Interest in and Trial of New Laundry Products
Laundry Task Frequency
Home Laundry Product Shopping Behaviors
Laundry Detergent Attribute Importance
Fabric Softener Attributes
Home Laundry Attitudes
Impact of Race/Hispanic Origin
Cluster Analysis
Custom Consumer Groups
SymphonyIRI Group Builders—Key Household Purchase Measures
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—Laundry Detergent
Brand Share—Fabric Softener (Liquid)
Brand Share—Fabric Softener (Sheets)
Brand Share—Laundry Care
Brand Share—Bleach
Innovations and Innovators
Marketing Strategies
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.
Appendix—Trade Associations
21st February 2013
US Laundry detergent brand Wisk Deep Clean pioneered the infamous ‘collar test’ adverts in the 1960‘s, where freshly laundered shirts were examined at the collar for remaining dirt, a tactic that soon became the measure of laundry detergents stain removing power. But now invisible germs are the new threat to ...
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