Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of UK sales of laundry detergents and fabric conditioners, 2007-17
- Small decline seen in sales of laundry products
- Lower detergent sales but growth in conditioners
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- Figure 2: UK retail value sales of laundry detergents, by formulation, 2011
- Market factors
- Almost universal demand for laundry detergents
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- Figure 3: Frequency of using the washing machine, September/October 2011
- More clothes to wash but bigger focus on price
- Companies, brands and innovation
- Big two manufacturers dominate market
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- Figure 4: Brand value shares in laundry detergents, 2011
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- Figure 5: Brands’ value shares in fabric conditioners, 2011
- Four in ten new launches are fabric conditioners
- Persil Small & Mighty the biggest advertising campaign
- The consumer
- Usage of powders bounces back
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- Figure 6: Usage of laundry detergents, by format, 2010 and 2011
- Shoppers put their faith in well-known brands
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- Figure 7: Buying behaviour for clothes-washing detergents and fabric conditioners, April 2012
- Product selection mostly made at the shelf
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- Figure 8: Shopping behaviour for clothes-washing detergents and fabric conditioners, April 2012
- Removing stains the most important attribute
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- Figure 9: Most important factors influencing choice of clothes-washing detergents, April 2012
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- Figure 10: Most important factors influencing choice of fabric conditioners, April 2012
- More people need convincing about low-temperature washing
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- Figure 11: Attitudes towards laundry detergents and fabric conditioners, April 2012
- What we think
Issues in the Market
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- To what extent are shoppers loyal to the leading brands?
- How can companies persuade consumers to look beyond price?
- What can brands and retailers do to simplify product selection?
- What are the prospects for the fabric conditioners market?
- Which product features should manufacturers be mainly focusing on?
Future Opportunities
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- Trend: Life Hacking
- Trend: Make That Mine
- 2015 Trend: Brand Intervention
Internal Market Environment
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- Key points
- Ownership of washing appliances nearly universal
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- Figure 12: Trends in ownership of laundry appliances and irons, 2007-11
- Regularity of clothes washing ensures steady demand
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- Figure 13: Frequency of loading and putting on the washing machine, September/October 2011
- Decline in those willing to pay a premium to be green
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- Figure 14: Trends in attitudes towards the environment and recycling, 2007-11
- Regular sporting activity not boosted by the Olympics
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- Figure 15: Trends in selected sports/activities played or taken part in regularly, 2007-11
- Significant demand for products for sensitive skin
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- Figure 16: Trends in complaints suffered from in the last 12 months, 2007-11
- Strong desire for fresh smelling clothes
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- Figure 17: Trends in attitudes towards clothing, 2007-11
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- Figure 18: RPI for clothing and footwear, March 2009-February 2012
- Rising production costs impacting on profits
- Approval of limits on phosphates
- New Sustainable Cleaning mark
Broader Market Environment
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- Key points
- Greater focus on buying brands on special offer
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- Figure 19: Shopping habits for household products, April 2012
- More households to drive additional demand for laundry products
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- Figure 20: UK households, by size, 2007-17
- An ageing population but also more children
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- Figure 21: Trends in the age structure of the UK population, 2007-17
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- Figure 22: Forecast adult population trends, by lifestage, 2007-17
- Stuttering economy goes into double dip recession
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- Figure 23: GDP quarterly percentage change, Q1 2004-Q1 2012
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Conditioners increase share of new launches
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- Figure 24: New products in the UK laundry detergents and fabric conditioners market, by sub-category, January 2009-April 2012
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- Figure 25: New products in the UK laundry detergents and fabric conditioners market – private-label vs. branded, January 2009-April 2012
- P&G leads NPD activity
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- Figure 26: New products in the UK laundry detergents and fabric conditioners market, % by top companies, January 2009-April 2012
- Big focus on promoting green credentials
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- Figure 27: New product launches in the UK laundry detergents and fabric conditioners market, % by claim, top 10, January 2009-April 2012
- New packaging push for 2012
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- Figure 28: New products in the UK laundry detergents and fabric conditioners market, % by launch type, January 2009-April 2012
- Product innovations
- Laundry detergent refill first
- Revolutionary new washing detergent
- The ecoegg for allergy sufferers
- Laundry hygiene tablets
- Washing powder specifically intended for use with soft water
- Packaging developments
Competitive Context
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- Key points
- Performance of laundry held back by detergents
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- Figure 29: Comparison of laundry products with other household care markets, 2006-11
Market Size and Forecast
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- Key points
- Dip in total sales of laundry products
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- Figure 30: UK retail value sales and forecast of laundry detergents and fabric conditioners, 2007-17
- The future
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- Figure 31: Best- and worst-case forecast of UK sales of laundry detergents and fabric conditioners, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Sales of detergents hit by move to larger packs
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- Figure 32: UK retail value sales of laundry detergents and fabric conditioners, by sector, 2007-17
- Laundry detergents
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- Figure 33: UK retail value sales of laundry detergents, by formulation, 2010 and 2011
- Figure 34: UK retail value sales of laundry detergents, by format, 2010 and 2011
- Fabric conditioners
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- Figure 35: UK retail value sales of fabric conditioners, by type, 2010 and 2011
Market Share
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- Key points
- Laundry detergents
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- Figure 36: Brands’ value shares in laundry detergents, 2010 and 2011
- Fabric conditioners
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- Figure 37: Brands’ value shares in fabric conditioners, 2010 and 2011
Companies and Products
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- Procter & Gamble
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- Figure 38: New product launches by Procter & Gamble in the UK laundry detergents and fabric conditioners market, July 2011-May 2012
- Unilever
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- Figure 39: New product launches by Unilever in the UK laundry detergents and fabric conditioners market, July 2011-May 2012
- Robert McBride
- Ecover
- Other companies
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- Figure 40: other companies and brands in the laundry detergents and fabric conditioners market, 2012
Brand Research
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- Brand map
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- Figure 41: Attitudes towards and usage of brands in the laundry sector, April 2012
- Correspondence analysis
- Brand attitudes
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- Figure 42: Attitudes by laundry brand, April 2012
- Brand personality
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- Figure 43: Laundry brand personality – macro image, April 2012
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- Figure 44: Laundry brand personality – micro image, April 2012
- Brand experience
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- Figure 45: Laundry brand usage, April 2012
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- Figure 46: Satisfaction with various laundry brands, April 2012
- Figure 47: Consideration of laundry brands, April 2012
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- Figure 48: Consumer perceptions of current laundry brand performance, April 2012
- Figure 49: Laundry brand recommendation – Net Promoter Score, April 2012
- Brand index
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- Figure 50: Laundry brand index, April 2012
- Figure 51: Laundry brand index vs. recommendation, April 2012
- Target group analysis
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- Figure 52: Target groups, April 2012
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- Figure 53: Laundry brand usage, by target groups, April 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Decline seen in total advertising
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- Figure 54: Main media advertising expenditure on washing powders and liquids, and fabric softeners, 2008-April 2012
- Reduction in spending by big two manufacturers
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- Figure 55: Main media advertising on washing powders and liquids, by advertiser, 2008-11
- Persil Small & Mighty the biggest campaign
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- Figure 56: Main media advertising expenditure on washing powders and liquids, by top ten brands, 2011
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- Figure 57: Total main media advertising of leading brands in washing powders and liquids, 2011
- TV and press advertising dominate
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- Figure 58: Main media advertising expenditure on washing powders and liquids, by media type, 2008-11
- Advertising of fabric softeners boosted by Comfort
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- Figure 59: main media advertising expenditure on fabric softeners, by advertiser, 2008-11
- Comfort Bright range tops softeners campaigns
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- Figure 60: Main media advertising expenditure on fabric softeners, by top ten brands, 2011
- Figure 61: Total main media advertising of leading brands in fabric softeners, 2011
- Outdoor advertising more popular in 2011
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- Figure 62: Main media advertising expenditure on fabric softeners, by media type, 2008-11
Channels to Market
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- Key points
- Supermarkets dominate sales of laundry products
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- Figure 63: Retail distribution of laundry detergents and fabric conditioners, 2009-11
- Value/discount retailers also have a presence
Product Usage and Frequency
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- Key points
- Recovery in usage of powders
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- Figure 64: Trends in using laundry detergents, 2007-11
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- Figure 65: Trends in frequency of using laundry detergents, 2010 and 2011
- Two thirds of shoppers use fabric conditioners
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- Figure 66: Trends in using fabric conditioners, by type, 2007-11
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- Figure 67: Trends in frequency of using fabric conditioners, 2010 and 2011
Buying Behaviour
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- Key points
- Well-known brands dominate purchasing
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- Figure 68: Buying behaviour for clothes-washing detergents and fabric conditioners, April 2012
- Strong evidence of brand switching
- Youngest and oldest most brand loyal for detergents
- Decision making mostly takes place at the shelf
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- Figure 69: Shopping behaviour for clothes-washing detergents and fabric conditioners, April 2012
- A quarter of buyers shop at discount stores
- Pre-planning more likely among older shoppers
Factors Influencing Choice
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- Key points
- Power to remove stains the biggest factor
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- Figure 70: Most important factors influencing choice of clothes-washing detergents, April 2012
- Bigger preference for non-biological detergents
- Performance more important than format
- Women attach more importance to scent/fragrance
- Softening and adding scent/fragrance most important
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- Figure 71: Most important factors influencing choice of fabric conditioners, April 2012
- Making ironing easier a third product benefit
- Conditioners for whites and colours a low priority
Attitudes Towards Laundry Detergents and Fabric Conditioners
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- Key points
- Separate fabric conditioner preferred by four in ten people
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- Figure 72: Attitudes towards laundry detergents and fabric conditioners, April 2012
- Nearly three in ten willing to try cold water washing
- More than half of women want longer-lasting freshness
- A quarter of adults have a preference for smaller containers
- Hope for eco-brands and own-label products
Appendix – Internal Market Environment
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- Figure 73: Ownership of laundry appliances and irons, by demographics, 2011
- Figure 74: Attitudes towards environment and recycling, by demographics, 2011
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- Figure 75: Sports/activities played or taken part in regularly, by demographics, 2011
- Figure 76: Complaints suffered from in the last 12 months, by demographics, 2011
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- Figure 77: Attitudes towards clothing, by demographics, 2011
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Appendix – Broader Market Environment
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- Figure 78: Shopping habits for household products, by demographics, April 2012
- Figure 79: Shopping habits for household products, by demographics, April 2012 (continued)
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Appendix – Market Size and Forecast
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- Figure 80: Best case/worst case forecast for UK retail sales of laundry detergents and fabric conditioners, at current prices, 2012-17
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Appendix – Segment Performance
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- Figure 81: Forecast of UK retail sales of laundry detergents, at current prices, 2007-17
- Figure 82: Best case/worst case forecast for UK retail sales of laundry detergents, at current prices, 2012-17
- Figure 83: Forecast of UK retail sales of fabric conditioners, at current prices, 2007-17
- Figure 84: Best case/worst case forecast for UK retail sales of fabric conditioners, at current prices, 2012-17
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Appendix – Brand Research
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- Figure 85: Brand usage, April 2012
- Figure 86: Brand commitment, April 2012
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- Figure 87: Brand momentum, April 2012
- Figure 88: Brand diversity, April 2012
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- Figure 89: Brand satisfaction, April 2012
- Figure 90: Brand recommendation, April 2012
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- Figure 91: Brand attitude, April 2012
- Figure 92: Brand image – macro image, April 2012
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- Figure 93: Brand image – micro image, April 2012
- Figure 94: Profile of target groups by demographic, April 2012
- Figure 95: Psychographic segmentation, by target group, April 2012
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- Figure 96: Brand usage, by target group, April 2012
- Figure 97: Brand index, April 2012
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Appendix – Product Usage and Frequency
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- Figure 98: Frequency of use of powders/tablets, by demographics, 2011
- Figure 99: Frequency of use of liquid detergents for fabrics, by demographics, 2011
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- Figure 100: Frequency of use of fabric conditioners, by demographics, 2011
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Appendix – Buying Behaviour
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- Figure 101: Buying behaviour for clothes-washing detergents and fabric conditioners, by demographics, April 2012
- Figure 102: Buying behaviour for clothes-washing detergents and fabric conditioners (continued), by demographics, April 2012
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- Figure 103: Shopping behaviour for clothes-washing detergents, by demographics, April 2012
- Figure 104: Shopping behaviour for clothes-washing detergents, by demographics, April 2012 (continued)
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- Figure 105: Shopping behaviour for fabric softener, by demographics, April 2012
- Figure 106: Shopping behaviour for fabric softener, by demographics, April 2012 (continued)
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Appendix – Factors Influencing Choice
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- Figure 107: Factors influencing choice of clothes-washing detergents, by demographics, April 2012
- Figure 108: Factors influencing choice of clothes-washing detergents, by demographics, April 2012 (continued)
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- Figure 109: Factors influencing choice of fabric conditioners, by demographics, April 2012 (continued)
- Figure 110: Factors influencing choice of fabric conditioners, by demographics, April 2012 (continued)
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Appendix – Attitudes Towards Laundry Detergents and Fabric Conditioners
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- Figure 111: Attitudes towards laundry detergents and fabric conditioners, by demographics, April 2012
- Figure 112: Attitudes towards laundry detergents and fabric conditioners, by demographics, April 2012 (continued)
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- Figure 113: Attitudes towards laundry detergents and fabric conditioners, by demographics, April 2012 (continued)
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