Table of Contents
Executive Summary
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- Laundry sales boosted by focus on fragrance
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- Figure 1: Best- and worst-case forecast of UK retail sales of home laundry products, 2010-20
- A strong year for NPD activity in laundry products
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- Figure 2: New product launches in the UK home laundry market, % by sub-category, 2011-15
- Liquids/gels used most widely but powder more often
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- Figure 3: Usage of different types of home laundry products, April 2015
- Power to remove stains at low temperatures
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- Figure 4: Factors influencing choice of laundry detergents, April 2015
- Three key factors important for fabric conditioners
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- Figure 5: Factors influencing choice of fabric softeners, April 2015
- Super concentrated stain removing power for detergents
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- Figure 6: Interest in trying laundry products with particular features, April 2015
- What we think
Issues and Insights
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- Increasing concentration and changing formats
- The facts
- The implications
- Opportunities for product differentiation in fabric care
- The facts
- The implications
- All-in-one vs multiproduct approach to doing the laundry
- The facts
- The implications
The Market – What You Need to Know
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- Return to growth for home laundry market
- Laundry detergent sales flat with declining volumes
- Focus on fragrance drives fabric conditioner growth
- Strong growth in stain removers and laundry cleansers
- Population growth to boost laundry market
- Advances in laundry appliance technology could impact on market
- Increased retailer price competition
Market Size and Forecast
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- Total market boosted by strong sales of fabric conditioners
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- Figure 7: UK retail value sales and forecast of home laundry products, at current and constant prices, 2010-20
- A bright future ahead
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- Figure 8: Best- and worst-case forecast of UK retail sales of home laundry products, 2010-20
Segment Performance
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- Fabric conditioners increasing share of market
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- Figure 9: Breakdown of UK retail value sales of home laundry products, by segment, 2012-15
- Flat sales of laundry detergents
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- Figure 10: UK retail value sales and forecast of laundry detergents, at current and constant prices, 2010-20
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- Figure 11: UK retail value sales of laundry detergents, by formulation, 2013-15
- Figure 12: UK retail value sales of laundry detergents, by format, 2013-15
- Fabric conditioners showing strong growth
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- Figure 13: UK retail value sales and forecast of fabric conditioners, at current and constant prices, 2010-20
- Figure 14: UK retail value sales of fabric conditioners, by type, 2013-15
- Dettol laundry cleanser boosts wash treatment sales
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- Figure 15: UK retail value sales and forecast of wash treatment products and ironing enhancers, at current and constant prices, 2010-20
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- Figure 16: UK retail value sales of wash treatment products and ironing enhancers, by segment, 2013-15
Channels to Market
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- Grocery multiples dominate retail distribution
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- Figure 17: UK retail value sales of home laundry products*, by outlet type, 2013-15
- Bargain or discount stores an importance secondary source
Market Drivers
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- Growth in number of households
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- Figure 18: UK households, by size, 2009-19
- Population growth means more laundry
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- Figure 19: Trends in the age structure of the UK population, 2009-19
- Ownership of washing machines almost universal
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- Figure 20: Household ownership of washing machines, washer dryers and tumble dryers, 2012-15
- Developing technology could have impact on detergents
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- Figure 21: Interest in product innovation in washing machines and tumble dryers, January 2015
- Increased retailer price competition
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- Figure 22: Stores used for buying household care products in the past six months, April 2015
Key Players – What You Need to Know
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- Persil and Ariel increase market shares
- Surf also performs strongly, but has a weaker brand image
- Comfort Creations boosts fabric conditioner sales
- Three manufacturers dominate advertising spending
- Big campaigns by RB for Vanish and Dettol
- Strong year for NPD activity in home laundry market
- Range of own-label products increasing
- Increased concentration and a focus on fragrance
- Skin-friendly and convenience claims on the increase
Market Share
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- Persil and Ariel increase share of detergents market
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- Figure 23: Brands’ value shares in laundry detergents, years ending April, 2014 and 2015
- Comfort Creations increases spending on fabric conditioners
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- Figure 24: Brands’ value shares in fabric conditioners, years ending April, 2014 and 2015
- Vanish Gold and Dettol boost wash treatment category
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- Figure 25: Brands’ value shares in wash treatment*, years ending April, 2014 and 2015
- Own-label increases its share in ironing enhancers
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- Figure 26: Brands’ value shares in ironing enhancers*, years ending April, 2014 and 2015
Brand Research
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- Brand map
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- Figure 27: Attitudes towards and usage of selected brands, June 2015
- Key brand metrics
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- Figure 28: Key metrics for selected brands, June 2015
- Brand attitudes: Persil and Ariel share similar brand image
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- Figure 29: Attitudes, by brand, June 2015
- Brand personality: Despite Surf’s fragrance focus, it struggles to create overall upbeat image
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- Figure 30: Brand personality – macro image, June 2015
- Vanish leads market for pure performance attributes
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- Figure 31: Brand personality – micro image, June 2015
- Brand analysis
- Vanish has a strong perception of high-performance
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- Figure 32: User profile of Vanish, June 2015
- Persil offers a familiar, accessible choice
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- Figure 33: User profile of Persil, June 2015
- Bold 2in1’s value image may help to create usage and drive recommendation
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- Figure 34: User profile of Bold 2in1, June 2015
- Ariel is similar to Persil, but has a stronger image among 16-24s
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- Figure 35: User profile of Ariel, June 2015
- Surf’s focus on fragrance may limit associations with functionality
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- Figure 36: User profile of Surf, June 2015
Brand Communication and Promotion
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- Increase in 2014 advertising spending
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- Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on home laundry products*, January 2011-June 2015
- Laundry detergents around half of advertising spending
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- Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on home laundry products, by sub-category, January 2011-June 2015
- P&G leading advertiser in laundry market
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- Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on home laundry products, by leading advertisers, January 2011-June 2015
- Persil brand receives most advertising support
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- Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure on washing powders/liquids/tabs, by top 10 campaigns, 2014
- Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure on washing powders/liquids/tabs, % by brand, 2014
- Comfort and Lenor dominate fabric softeners
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- Figure 42: Recorded above-the-line, online display and direct mail total advertising expenditure on fabric softeners/conditioners, by leading campaigns, 2014
- Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure on fabric softeners/conditioners, % by brand, 2014
- Heavy advertising support for Vanish Gold
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- Figure 44: Recorded above-the-line, online display and direct mail total advertising expenditure on stain removers/whiteners, by leading campaigns, 2014
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- Figure 45: Recorded above-the-line, online display and direct mail total advertising expenditure on stain removers/whiteners, by leading campaigns, 2014
- TV advertising takes largest share of spending
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- Figure 46: Recorded above-the-line, online display and direct mail total advertising expenditure on home laundry products, by media type, January 2011-June 2015
- Coverage/methodology clarification
Launch Activity and Innovation
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- Conditioners and softeners increase share of launch activity
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- Figure 47: New product launches in the UK home laundry market, % by sub-category, January 2011-June 2015
- Liquids and capsules seeing the most launches
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- Figure 48: New product launches in the automatic detergents sub-category, % by format type, January 2011-June 2015
- Figure 49: Examples of launches of laundry capsules in the UK automatic detergents market, 2015
- Range of laundry products available still expanding
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- Figure 50: New product launches in the UK home laundry market, % by own-label vs branded, January 2011-June 2015
- Figure 51: Examples of own-label product launches in the UK home laundry products market, 2015
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- Figure 52: New product launches in the UK home laundry market, % own-label vs branded by sub-category, 2014
- Tesco led 2014 new launch activity
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- Figure 53: New product launches in the UK home laundry market, % by company (based on top 10 for 2014), January 2011-June 2015
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- Figure 54: Examples of branded product launches in the UK home laundry products market, 2015
- Ethical claims most prominent
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- Figure 55: New product launches in the UK home laundry market, % by company (based on top claims for 2014), January 2011-June 2015
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- Figure 56: Examples of product launches by eco-brands in the UK home laundry products market, 2014 and 2015
- More dermatologically tested products
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- Figure 57: Examples of product launches targeting mother and baby in the UK home laundry products market, 2015
- Bigger focus on fragrance drives NPD
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- Figure 58: New product launches in the UK home laundry market, % by launch type, January 2011-June 2015
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- Figure 59: Examples of launches focusing on fragrance in the UK home laundry market, 2014 and 2015
The Consumer – What You Need to Know
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- Nine in ten people shop for home laundry products
- Liquids/gels used most widely but powder more often
- Most fabric care products used on an occasional basis
- Fragrance innovations can encourage trading up
- Focus on increased concentration
- Multiple benefits can offer added convenience
- Separate detergent and fabric conditioner preferred
Responsibility for Shopping for Laundry Products and Doing the Laundry
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- Majority of people take some responsibility for purchasing…
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- Figure 60: Responsibility for shopping for home laundry products, April 2015
- …and for doing the laundry
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- Figure 61: Participation in doing the laundry, April 2015
- But differences in level of involvement by gender and age
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- Figure 62: Responsibility for shopping for home laundry products, by gender and age, April 2015
Usage of Home Laundry Products
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- Liquid/gel used most widely but powder more often
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- Figure 63: Usage of different types of laundry detergent, April 2015
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- Figure 64: Any usage of different types of laundry detergent, April 2015
- Occasional usage more likely for most fabric care products
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- Figure 65: Usage of other fabric care products, April 2015
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- Figure 66: Any usage of other fabric care products, April 2015
- More than half of people use five or more products
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- Figure 67: Number of different laundry and fabric care products used – any usage, April 2015
Factors Influencing Choice
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- Power to remove stains and at low temperatures most important
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- Figure 68: Factors influencing choice of laundry detergents, April 2015
- Keeping clothes smelling fresh another key consideration
- Multiple benefits offer convenience
- Environmental issues a low priority
- Long-lasting, fresh scents important for fabric softeners
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- Figure 69: Factors influencing choice of fabric softeners, April 2015
- Focus on increased concentration has appeal
- Natural ingredients could be promoted as better for skin as well as environment
Interest in Product Features
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- Added stain remover booster in laundry detergent appeals
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- Figure 70: Interest in trying laundry products with particular features, April 2015
- Super-concentration has multiple advantages
- Room for fabric softeners to go beyond softening and freshening
- Still more opportunities for fragrance development
- Stain removers for getting rid of invisible stains
Laundry Behaviour and Attitudes
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- Stronger preference for separate detergent and conditioner
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- Figure 71: Combination vs separate laundry products, April 2015
- Giving people advice on best combination of products
- Variable dosing habits could limit growth of single-dose products
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- Figure 72: Single-dose detergents and dosing, April 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Fan chart forecast
- Brand research
- Brand map
- Correspondence analysis
Appendix – The Market
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- Figure 73: Best- and worst-case forecast for UK retail value sales of home laundry products, 2015-20
- Figure 74: Best- and worst-case forecast of UK retail sales of laundry detergents, 2010-20
- Figure 75: Best- and worst-case forecast for UK retail value sales of laundry detergents, 2015-20
- Figure 76: Best- and worst-case forecast of UK retail sales of fabric conditioners, 2010-20
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- Figure 77: Best- and worst-case forecast for UK retail value sales of fabric conditioners, 2015-20
- Figure 78: Best- and worst-case forecast of UK retail sales of wash treatment products and ironing enhancers, 2010-20
- Figure 79: Best- and worst-case forecast for UK retail value sales of wash treatment products and ironing enhancers, 2015-20
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Appendix – Key Players
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- Figure 80: New product launches in the UK automatic laundry detergents market, % by top claims, 2014
- Figure 81: New product launches in the UK fabric conditioners & softeners market, % by top claims, 2014
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