"Home laundry product sales have rebounded as innovation in the category resulted in new product offerings and increased consumer spending on higher-margin products. Key drivers for continued growth will focus on further innovation in the category surrounding compactness and scent, as well as a more personalized shopping experience for consumers."
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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.
Executive Summary
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.
The Market – What You Need to Know
Market Size and Forecast
Market Breakdown
Market Perspective
Market Factors
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
The Consumer – What You Need to Know
Laundry Responsibility
Use of Home Laundry Products
Usage and Purchase Influencers of Laundry Detergent
Usage and Purchase Influencers of Fabric Softener
Usage and Purchase Influencers of Scent Boosters
Shopping Influencers
Laundry Behavior
Attitudes towards Scent
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.
Key Players – What You Need to Know
Manufacturer Sales of Home Laundry Products
What’s Working?
What’s Struggling?
What’s Next?
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 – Data Sources and Abbreviations
Appendix – Market
Appendix – Key Players
16th June 2017
“Leveraging its equity in household cleaning and disinfection, Lysol expands into the laundry category with its latest product.” 
29th December 2016
“In the highly saturated laundry category, brand leaders P&G and Henkel are targeting young adults to reverse declining sales of fabric softener.”
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Gain in sales, despite decline of key demographic groups
