Table of Contents
Executive Summary
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- The issues
- Declining detergent sales weigh on home laundry category
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- Figure 1: Total US sales and fan chart forecast of home laundry products, at current prices, 2010-20
- While liquid remains dominant, single-dose detergent overtakes powder
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- Figure 2: Regular use of laundry detergent forms, April 2015
- Regular use of in-wash scent boosters increasing but still low
- Most fabric care products used only on an occasional basis
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- Figure 3: Regular and occasional use of fabric softener and fabric care products, April 2015
- The opportunities
- Detergent pod users value both effectiveness and convenience
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- Figure 4: Attitudes toward single-dose detergent pods, by usage of home laundry products – Single-dose pod or pack laundry detergent, April 2015
- Fragrance nearly as important as core fabric softener benefits
- Functional benefits could help spur fabric softener growth
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- Figure 5: Attitudes toward fabric softeners and scent boosters, by usage of home laundry products – Use regularly, April 2015
- Opportunity for more personalized and customizable approach to laundry
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- Figure 6: Attitudes toward detergent and other home laundry products, April 2015
- What it means
The Market – What You Need to Know
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- Declining detergent sales weigh on home laundry category
- Laundry detergent dominates category sales
- Growth of in-wash scent boosters helps fabric care, hurts fabric softener
- Bleach back on downward trend after boost from concentration
Market Size and Forecast
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- Declining detergent sales weigh on home laundry category
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- Figure 7: Total US sales and fan chart forecast of home laundry products, at current prices, 2010-20
- Figure 8: Total US retail sales and forecast of home laundry products, at current prices, 2010-20
Market Breakdown
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- Laundry detergent dominates category sales
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- Figure 9: Segment share of home laundry products, 2015
- Pressure on detergent sales continues, but pace of decline eases
- Next round of compaction may not lead to a big bump in sales
- Growth of in-wash scent boosters helps fabric care, hurts fabric softener
- Bleach back on downward trend after boost from concentration
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- Figure 10: Sales of home laundry products, by segment, 2010-15
Market Factors
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- Household income stabilizes but remains weak
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- Figure 11: Median household income, in inflation-adjusted dollars, 2003-13
- Rising consumer confidence could help market
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- Figure 12: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-15
- Households with kids decline as a percentage of all households
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- Figure 13: Households, by presence of children, 2003-13
- Growing influence of Hispanic market
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- Figure 14: Households with own children, by race and Hispanic origin of householder, 2013
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- Figure 15: Population, by race and Hispanic origin, 2010-20
Market Perspective
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- Slow growth in broader household care market
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- Figure 16: Total US sales of select household care product categories (five-year growth rate), at current prices, 2009-14
Key Players – What You Need to Know
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- Pods and boosters lift P&G share
- Church & Dwight gains with OxiClean line extension
- Sun Products and Henkel suffer declines
Manufacturer Sales of Home Laundry Products
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- Pods and boosters lift P&G share
- Church & Dwight gains with OxiClean line extension
- Sun Products and Henkel suffer declines
- Manufacturer sales of home laundry products
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- Figure 17: MULO sales of home laundry products, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- Single-dose detergents continue to gain
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- Figure 18: MULO sales and share of leading unit dose detergent brands, rolling 52 weeks 2014 and 2015
- In-wash scent boosters maintain momentum
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- Figure 19: Unstopables “Smell Like the Lifestyle You Deserve” TV Commercial, 2015
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- Figure 20: MULO sales of leading in-wash scent booster brands, 2011-15
- Clorox adds value to bleach
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- Figure 21: MULO sales of leading in-wash scent booster brands, 2014 and 2015
- Combination of value and innovation lifts Suavitel fabric softener
What’s Struggling?
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- Dryer sheets for men
- Sales of value-priced detergents fall faster than overall segment
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- Figure 22: MULO sales of select value-priced laundry detergent brands and private label, 2011-15
What’s Next?
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- More concentrated laundry detergents
- Functional fabric care additives
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- Figure 23: Downy Fresh Protect “Deodorant for Your Clothes” TV Commercial, 2015
The Consumer – What You Need to Know
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- Gender gap in laundry may be narrowing
- While liquid remains dominant, single-dose detergent overtakes powder
- Regular use of in-wash scent boosters increasing but still low
- Most fabric care products used only on an occasional basis
- The power to remove tough stains tops the priority list for detergents
- Detergent pod users value both effectiveness and convenience
- Opportunity for more personalized, customizable approach to fabric care
- Fragrance nearly as important as core fabric softener benefits
- Functional benefits could help to spur fabric softener growth
Responsibility for Doing Laundry and Shopping for Laundry Products
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- Women more likely to be responsible for laundry, but gap may be narrowing
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- Figure 24: Responsibility for doing laundry, by gender and age, April 2015
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- Figure 25: Tide “Baby” TV Commercial, 2015
- In their words
Use of Home Laundry Products
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- Liquid remains dominant form of detergent
- Single-dose detergents overtake powder as second most widely used form
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- Figure 26: Use of laundry detergent, April 2015
- Regular use of in-wash scent boosters still low
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- Figure 27: Use of fabric softener, April 2015
- Most fabric care products used only on an occasional basis
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- Figure 28: Use of fabric care products, April 2015
Laundry Detergent Attribute Importance
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- The power to remove tough stains tops the priority list
- A variety of other claims offer opportunities
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- Figure 29: Laundry detergent attribute importance, April 2015
Attitudes toward Single-Dose Detergents
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- Detergent pod users value both effectiveness and convenience
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- Figure 30: Tide Pods “Science Teacher” TV Commercial, 2015
- Safety concerns higher among current users
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- Figure 31: Attitudes toward single-dose detergent pods, by usage of home laundry products – Single-dose pod or pack laundry detergent, April 2015
- In their words
Attitudes toward Detergent and Other Home Laundry Products
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- Opportunity for more personalized and customizable approach to laundry
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- Figure 32: Attitudes toward detergent and other home laundry products, by age, April 2015
- In their words
Fabric Softener Attribute Importance
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- Fragrance nearly as important as core softener benefits
- Opportunity to extend scent boosters into lower-income households
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- Figure 33: Fabric softener attribute importance, April 2015
Attitudes toward Fabric Softeners and Scent Boosters
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- Opportunity for fragrance exploration, mixing, and matching
- Functional benefits could help to spur growth
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- Figure 34: Attitudes toward fabric softeners and scent boosters, by usage of home laundry products – Use regularly (ie in most loads), April 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 35: Total US retail sales and forecast of home laundry products, at inflation-adjusted prices, 2010-20
- Segment sales
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- Figure 36: Total US retail sales of home laundry products, by segment, at current prices, 2013 and 2015
- Figure 37: Total US retail sales and forecast of laundry detergent, at current prices, 2010-20
- Figure 38: Total US retail sales and forecast of liquid fabric softener, at current prices, 2010-20
- Figure 39: Total US retail sales and forecast of fabric softener sheets, at current prices, 2010-20
- Figure 40: Total US retail sales and forecast of fabric care products, at current prices, 2010-20
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- Figure 41: Total US retail sales and forecast of bleach, at current prices, 2010-20
- Retail channel sales
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- Figure 42: Total US retail sales of home laundry products, by channel, at current prices, 2010-15
- Figure 43: Total US retail sales of home laundry products, by channel, at current prices, 2013 and 2015
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Appendix – Key Players
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- Figure 44: MULO sales of laundry detergent, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 45: MULO sales of liquid fabric softener, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 46: MULO sales of fabric softener sheets, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 47: MULO sales of fabric care products, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 48: MULO sales of bleach, by leading companies and brands, rolling 52 weeks 2014 and 2015
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