What you need to know
The laundry detergents, fabric conditioners and fabric care market is forecast to decline for the third year running in 2018, with value sales predicted to fall another 0.4% to £1.555 billion, down from £1.561 billion in 2017. Deep discounting among the supermarkets remains the key culprit, but newer innovations in detergents also look to be cannibalising sales of fabric care products.
The sector remains price-driven, which is a core challenge for brands looking to gain interest. However, potential remains for a growing focus on products promoted as being better for health, or those that have a more ethical proposition.
Products covered in this Report
This Report examines the retail market for the following laundry detergent, fabric conditioner and fabric care products:
Main wash laundry detergents offered to the consumer in a range of product formats, including: powders, liquids, gels, tablets and capsules/liquid tablets. This includes standard and concentrated, biological, non-biological, two-in-one and ‘colour’ products.
Special wash detergents, which includes detergents for hand washing and delicate fabrics.
Rinse conditioners used in addition to laundry detergents in order to soften, freshen and/or make drying and ironing easier, and available as standard and concentrated liquids.
Tumble dry enhancers offered as fragrance-impregnated sheets that are designed for use in tumble dryers.
Stain removers that take away stains and include both pre-wash and in-wash products in powder, liquid, gel, tablet and spray format.
Whiteners and colour care products used with laundry detergents for helping to maintain the brightness of colours and whiteness of whites without bleaching.
Ironing aids that include products for ironing such as fragranced ironing waters and starch liquids or sprays.
