Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Market Overview
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- Figure 1: Total US sales and fan chart forecast of home laundry products, at current prices, 2013-23
- The issues
- Declining ownership of washing and drying machines can challenge market
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- Figure 2: Ownership of any washer/dryers (net), 2012-18
- Older adults take routine-driven approach to shopping
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- Figure 3: Buy products from same brand, by age, May 2018
- Laundry behaviors limit the need for starch and sizing products
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- Figure 4: Rarely iron laundry and usage of starch/sizing, May 2018
- The opportunities
- Parents are prime target for laundry products
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- Figure 5: Usage of select laundry products, by parental status, May 2018
- Scented features continue to be key, especially for younger adults
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- Figure 6: Interest in scent related innovations, any interest or use (net), by age, May 2018
- Positive perceptions toward specialized products could boost sales
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- Figure 7: Select attitudes toward laundry products, May 2018
- What it means
The Market – What You Need to Know
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- Home laundry products experience gains
- Detergent maintains dominance; laundry care and softener see gains while bleach struggles
- Laundry behaviors dictate product usage
- Appliance ownership, population, and economic trends impact market
Market Size and Forecast
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- Home laundry products experience gains
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- Figure 8: Total US sales and fan chart forecast of home laundry products, at current prices, 2013-23
- Figure 9: Total US sales and forecast of home laundry products, at current prices, 2013-23
Market Breakdown
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- Detergent maintains its dominance
- Laundry care and liquid fabric softener see largest gains
- Negative perceptions and product alternatives challenge bleach
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- Figure 10: Total US retail sales of home laundry products, by segment, at current prices, 2016 and 2018
- Other retailers continue to dominate the market
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- Figure 11: Total US retail sales of home laundry products, by channel, at current prices, 2013-18
Market Perspective
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- Laundry behaviors dictate product usage
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- Figure 12: Laundry behaviors, May 2018
Market Factors
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- Declining ownership of washing and drying machines may hinder market
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- Figure 13: Ownership of any washer/dryers (net), 2012-18
- Positive economic indicators could boost sales
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- Figure 14: Consumer Sentiment Index, January 2007-May 2018
- Fewer households with children may lead to market struggles
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- Figure 15: Households, by presence of related children, 2007-17
Key Players – What You Need to Know
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- Mixed results for category leaders
- Added stain fighting power and scent boosters are on the rise
- Stigmas and clothing trends negatively impact bleach and starch sales
- Probiotic laundry products have market potential
Company and Brand Sales of Home Laundry Products
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- P&G and Church & Dwight are the only major competitors to see gains
- Struggling segments translate to declines for Henkel and Clorox
- Manufacturer sales of home laundry products
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- Figure 16: Multi-outlet sales of home laundry products, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Stain removing power aligns with consumer interests
- Detergent and scent boosters boost laundry care sales
What’s Struggling?
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- Bleach is challenged by barriers to use and stain removal products
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- Figure 17: Total US retail sales and forecast of bleach, at current prices, 2013-23
- Clothing trends reduce the need for ironing products
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- Figure 18: MULO sales of laundry starch, rolling 52 weeks 2017 and 2018
What’s Next?
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- Probiotic laundry products have market potential
The Consumer – What You Need to Know
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- Nearly all adults claim at least some level of responsibility in laundry
- Most adults use detergent; liquid detergent is used by most
- Bleach and softener are the most commonly used additives
- Clothing trends impact out-of-wash product usage
- Consumers prioritize stain removing power
- Adults raise concerns about skin irritations
- Shoppers are routine driven, seek convenience
- Innovations focused on scent remain key for driving consumer interest
Responsibility for Doing Laundry
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- Nearly all adults claim at least some level of responsibility in laundry
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- Figure 19: Responsibility for doing laundry, May 2018
- Gender roles are shifting; life stage impacts level of responsibility
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- Figure 20: Responsibility for doing laundry, by gender and age, May 2018
- Parents and nonparents report similar levels of responsibility
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- Figure 21: Responsibility for doing laundry, by parental status, May 2018
- Black and Hispanic adults are highly involved in laundry duties
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- Figure 22: Responsibility for doing laundry, by race and Hispanic origin, May 2018
Usage of Detergent Products
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- Nearly all adults use detergent; liquid used by most
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- Figure 23: Usage of detergent products, May 2018
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- Figure 24: Usage of laundry detergent, by laundry load/fabric type, May 2018
- Life stage dictates type of detergent purchased
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- Figure 25: Usage of detergent products, by age, May 2018
- Parents seek convenience
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- Figure 26: Usage of detergent products, by parental status, May 2018
- Powder detergent is more commonly used by Black adults
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- Figure 27: Usage of detergent products, by race and Hispanic origin, May 2018
Usage of In-wash Additives
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- Bleach and softener are the most commonly used additives
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- Figure 28: Usage of in-wash additives, May 2018
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- Figure 29: Usage of in-wash additives, by load type, May 2018
- Older adults stick to familiar products
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- Figure 30: Usage of in-wash additives, by age, May 2018
- Parents are heavy users of in-wash additives
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- Figure 31: Usage of in-wash additives, by parental status, May 2018
- Black and Hispanic adults take specialized approach to laundry
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- Figure 32: Usage of in-wash add-on products, by race and Hispanic origin, May 2018
Usage of Out-of-wash Products
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- Clothing trends impact out-of-wash product usage
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- Figure 33: Usage of out-of-wash products, May 2018
- Men’s clothing trends suggests opportunity for specialized products
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- Figure 34: Usage of out-of-wash products, by gender, May 2018
- Young adults and parents use a variety of out-of-wash products
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- Figure 35: Usage of out-of-wash products, by age and parental status, May 2018
- Hispanics’ usage of out-of-wash products highlights engagement
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- Figure 36: Usage of out-of-wash products, by race and Hispanic origin, May 2018
Detergent Purchase Influencers
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- Shoppers prioritize stain removing power
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- Figure 37: Detergent purchase influencers, May 2018
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- Figure 38: TURF analysis – Benefits sought in laundry detergent, May 2018
- Methodology
- Women influenced by a variety of benefits and claims
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- Figure 39: Detergent purchase influencers, by gender, May 2018
- Parents and young adults have greater laundry needs
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- Figure 40: Select detergent purchase Influencers, by age and by parental status, May 2018
- Black adults seek most claims; Hispanics prioritize scent
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- Figure 41: Select detergent purchase Influencers, by race and Hispanic origin, May 2018
Attitudes toward Laundry Products
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- Adults raise concerns about skin irritations
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- Figure 42: Attitudes toward laundry products, May 2018
- Men are skeptical about efficacy
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- Figure 43: Select attitudes toward laundry products, by gender, May 2018
- Young adults and parents raise safety concerns
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- Figure 44: Attitudes toward laundry products and safety, by age and parental status, May 2018
- Hispanics prioritize effectiveness over convenience
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- Figure 45: Attitudes toward laundry products and effectiveness, by race and Hispanic origin, May 2018
Shopping Behaviors
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- Shoppers are routine driven, seek convenience
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- Figure 46: Shopping behaviors, May 2018
- Gender reveals minimal differences in shopping behaviors
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- Figure 47: Shopping behaviors, by gender, May 2018
- Older adults take routine-driven approach to shopping
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- Figure 48: Select shopping behaviors, by age, May 2018
- Hispanics are more likely than average to buy natural laundry products
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- Figure 49: Attitudes toward natural laundry products, by race and Hispanic origin, May 2018
Interest in Innovations
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- Innovations focused on function, scent drive consumer interest
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- Figure 50: Interest in product innovations, May 2018
- Gender reveals limited differences in interest in innovations
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- Figure 51: Interest in select product innovations, any interest or use (net), by gender, May 2018
- Younger adults’ interest in innovations reflects high engagement
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- Figure 52: Interest in select product innovations, any interest or use (net), by age and by parental status, May 2018
- Scented features capture Black and Hispanic adults’ attention
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- Figure 53: Interest in select product innovations, any interest or use (net), by race and Hispanic origin, May 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 54: Total US sales and forecast of home laundry products, at inflation-adjusted prices, 2013-18
- Figure 55: Total US retail sales of home laundry products, by segment, at current prices, 2013-23
- Figure 56: Total US retail sales of home laundry products, by channel, at current prices, 2013-18
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Appendix – Key Players
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- Figure 57: Multi-outlet sales of laundry detergent, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 58: Multi-outlet sales of liquid fabric softener, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 59: Multi-outlet sales of fabric softener sheets, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 60: Multi-outlet sales of laundry care, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 61: Multi-outlet sales of bleach, by leading companies and brands, rolling 52 weeks 2017 and 2018
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