What you need to know
Ownership of laundry appliances is almost universal, but how people use their washing machine can have a big influence on demand in the £1.63 billion home laundry products market. This includes what temperatures and programmes they use for their laundry, how they sort out their dirty washing, dosing behaviour for detergents and usage of other laundry products to deliver added benefits.
The majority of people use only one or two types of home laundry product and most use no more than two different wash programmes or temperature settings. An opportunity therefore exists for brands to give consumers more advice on temperatures, programmes and products to get the best results for particular wash loads, and at the same time increase the repertoire of laundry products purchased.
Products covered in this report
This report examines washing behaviours and routines for laundry – with an additional focus on removing tough stains – as well as how laundry is being dried.
For the purpose of this report, usage of the following laundry care products was considered:
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Laundry detergents, including powder, liquid, gel, liquid/gel capsules or pods, and tablets.
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Fabric conditioner/softener.
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Stain remover.
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Colour care products.
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Laundry cleanser.
Please note: this report is focused on consumer behaviour, and as such does not contain a market size or brand share data. For more information, please instead see Mintel’s Laundry Detergents and Fabric Care – UK, August 2015 report.
