Table of Contents
Executive Summary
-
- Overview
-
- Figure 1: Repertoire of product usage, July 2019
- The issues
- Substantial growth remains elusive for laundry products market
-
- Figure 2: Total US sales and fan chart forecast of home laundry products, at current prices, 2014-24
- Laundry shoppers are driven by brand and price
-
- Figure 3: Shopping for laundry products, July 2019
- Laundry detergent sales static compared to dynamic laundry care segment
-
- Figure 4: Total US retail sales of home laundry products, by segment, at current prices, 2017 and 2019
- The opportunities
- Move beyond stain removal and scent to add value
-
- Figure 5: TURF Analysis – Laundry detergent important attributes, July 2019
- Pods continue to offer growth opportunity in detergent
-
- Figure 6: Multi-outlet sales of laundry detergent products, by format, rolling 52 weeks 2018 and 2019
- Demand for safer products sets stage for natural and clean ingredients
-
- Figure 7: Attitudes toward ingredients and natural products, by age, July 2019
- What it means
The Market – What You Need to Know
-
- Steady market with “more of the same” forecasted
- Laundry care segment exhibits growth
- Home laundry products support innovation in washers/dryers
- Families important to market
- Gender gap still exists in laundry responsibility
Market Size and Forecast
-
- Routine, budget-minded approach to category limits growth
-
- Figure 8: Total US sales and fan chart forecast of home laundry products, at current prices, 2014-24
- Figure 9: Total US retail sales and forecast of home laundry products, at current prices, 2014-24
Market Breakdown
-
- Smaller segments outperform laundry detergent
-
- Figure 10: Share of US retail sales of home laundry products, by segment, at current prices, 2019
- Figure 11: Total US retail sales of home laundry products, by segment, at current prices, 2017 and 2019
- Other retailers dominate home laundry products
-
- Figure 12: Total US retail sales of home laundry products, by channel, at current prices, 2017 and 2019
Market Perspective
-
- Home laundry products must support desired attributes in appliances
Market Factors
-
- Families represent shrinking share of US households
-
- Figure 13: Households by presence of related children, 2008-18
- The gender gap still evident in laundry responsibility
-
- Figure 14: Laundry responsibility, by gender, July 2019
- Cost-conscious mentality challenges premium spending
-
- Figure 15: Consumer Sentiment Index, January 2007-Aug 2019
Key Players – What You Need to Know
-
- P&G maintains market lead
- Success in pod format
- Bleach yields to competitive pressures
- Enhancing green identity
Company and Brand Sales of Laundry Products
-
- P&G accounts for majority of market sales
-
- Figure 16: Gain tropical sunrise in-wash scent booster
- Henkel struggles while Church & Dwight yields solid growth
-
- Figure 17: Arm & Hammer 3-in-1 concentrated laundry detergent power paks
- Sales of home laundry products by company
-
- Figure 18: MULO sales of home laundry products, by leading companies, rolling 52 weeks 2018 and 2019
What’s Working?
-
- Format: liquid dominates, but pods fuel growth
-
- Figure 19: Laundry product usage, by format, July 2019
-
- Figure 20: Tide+ Ultra Concentrated Detergent with Ultra Oxi
- Figure 21: MULO sales of laundry detergent products, by format, rolling 52 weeks 2018 and 2019
-
- Figure 22: Share of laundry product launches, by format, 2016-19
- Figure 23: Multi-outlet sales of Tide laundry detergent products, by format, rolling 52 weeks 2018 and 2019
-
- Figure 24: Tide+ Pods Ultra Oxi
- Figure 25: Tide Simply Clean & Fresh Pods
- Scent boosters drive sales of laundry care
-
- Figure 26: Multi-outlet sales of laundry care products, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 27: Multi-outlet sales of select laundry care products, by brand, rolling 52 weeks 2018 and 2019
-
- Figure 28: Downy Sport Odor Defense
What’s Struggling?
-
- Bleach sales dwindle in face of competition
-
- Figure 29: Multi-outlet sales of bleach, by leading companies and brands, rolling 52 weeks 2018 and 2019
-
- Figure 30: Lysol Crisp Linen Scented Laundry Sanitizer
What’s Next?
-
- Powder detergents due for a comeback
- Brands outsource services
-
- Figure 31: Tide cleaners, Chicago, September 2019
- Authentic environmentalism
-
- Figure 32: Share of laundry product launches, by top 10 claim categories, 2016-19
- Figure 33: Multi-outlet sales of Seventh Generation and Method, by segment, rolling 52 weeks 2018 and 2019
-
- Figure 34: Seventh Generation Free & Clear Laundry Detergent
- Figure 35: Method laundry products
- Formulations, packaging can build green identity
-
- Figure 36: Select attitudes toward laundry products, July 2019
-
- Figure 37: Earth Friendly Products Ecos Lemongrass Scented 4in1 Plant-Powered Concentrated Laundry Detergent with Built-In Fabric Softener
The Consumer – What You Need to Know
-
- Women carry the load in laundry responsibility
- Liquid is the go-to format for laundry detergent
- Tout attributes beyond stain removal and scent
- Scent is an essential laundry care attribute
- Brand and price drive shopping habits
- Preventive steps to preserve clothing is part of the laundry routine
- Concentrated products can hit the trifecta: natural, eco-friendly, effective
Laundry Responsibility
-
- Gender gap remains when it comes to laundry responsibility
-
- Figure 38: Laundry responsibility, by gender and age, July 2019
- Moms take over laundry duties
-
- Figure 39: Laundry responsibility, by parental status and gender, July 2019
- Multicultural households unlikely to share laundry chores
-
- Figure 40: Laundry responsibility, by race and Hispanic origin, July 2019
Laundry Product Usage
-
- Liquid detergent still preferred by majority of laundry doers
-
- Figure 41: Laundry product usage, July 2019
- Younger laundry doers seek budget and eco-friendly products
-
- Figure 42: Select laundry product usage, by age, July 2019
- Parents have strong engagement across product lines
-
- Figure 43: Laundry product usage, by parental status, July 2019
Laundry Detergent Important Attributes
-
- Stain fighting remains top priority
-
- Figure 44: Laundry detergent important attributes, July 2019
- Expand brand reach by incorporating function and safety
-
- Figure 45: TURF Analysis – Laundry detergent important attributes, July 2019
- Methodology
- Scent is important to parents, but ingredients matter
-
- Figure 46: Select laundry detergent important attributes, by parental status and age of children in household, July 2019
Laundry Care Important Attributes
-
- Sensorial benefits stand out for scent boosters
- Detergent boosters/sanitizers must disinfect and remove stains
-
- Figure 47: Laundry care important attributes, July 2019
- Scent is important in laundry care products
- Scent boosters: long lasting scent adds value
-
- Figure 48: TURF Analysis – Laundry care important attributes – Scent boosters, July 2019
- Fabric softeners: wrinkle release and scent are a priority
-
- Figure 49: TURF Analysis – Laundry care important attributes – Fabric softeners, July 2019
- Detergent boosters/sanitizers: shoppers want function and scent
-
- Figure 50: TURF Analysis – Laundry care product’s important attributes – Detergent boosters/sanitizers, July 2019
- Methodology
- Women focus on scent, men want odor removal
-
- Figure 51: Scent booster and fabric softener important attributes – Scent/fragrance, odor removal, by gender, July 2019
Shopping for Laundry Products
-
- Routine drives laundry purchases
-
- Figure 52: Shopping for laundry products, July 2019
- Older adults more brand loyal, younger adults budget conscious
-
- Figure 53: Select shopping behaviors for laundry products, by age, July 2019
- Parents are more engaged shoppers
-
- Figure 54: Select shopping behaviors for laundry products, by parental status, July 2019
Laundry Routines
-
- Pre-laundry tasks fairly common
-
- Figure 55: Laundry routines, July 2019
- Younger adults have less established laundry routines
-
- Figure 56: Select laundry routines, by age, July 2019
Attitudes toward Laundry Products
-
- The case for concentrated products is strong
-
- Figure 57: Attitudes toward laundry products, July 2019
- Older adults receptive to concentrated products
-
- Figure 58: Select attitudes toward laundry products, by age, July 2019
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
-
-
- Figure 59: Total US sales and forecast of home laundry products, at inflation-adjusted prices, 2014-24
- Figure 60: Total US retail sales of home laundry products, by segment, at current prices, 2014-24
-
Appendix – Key Players
-
-
- Figure 61: Multi-outlet sales of laundry detergent, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 62: Multi-outlet sales of liquid fabric softener, by leading companies and brands, rolling 52 weeks 2018 and 2019
-
- Figure 63: Multi-outlet sales of fabric softener sheets, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 64: Multi-outlet sales of laundry care products, by leading companies and brands, rolling 52 weeks 2018 and 2019
-
- Figure 65: Multi-outlet sales of bleach, by leading companies and brands, rolling 52 weeks 2018 and 2019
-
Back to top