Table of Contents
Executive Summary
-
- The market
- Forecast predicts a challenging future
-
- Figure 1: Best-and-worst-case forecast of UK sales of laundry detergents, fabric conditioners and fabric care products, 2014-24
- Companies and brands
- Skin-focused and eco-friendly detergents increment share of sales
-
- Figure 2: Brand shares in laundry detergents, year ending June 2019
- Decreasing value of top three fabric conditioner brands
-
- Figure 3: Brand shares in fabric conditioners and tumble dryer enhancers, year ending 2019
- Own-labelled ironing enhancers prevail over branded ones
-
- Figure 4: Brand shares in iron enhancers, year ending 2019
- Wash treatments: a prosperous category
-
- Figure 5: Brand shares in wash treatments*, year ending 2019
- The consumer
- Winds of change in the gender gap
-
- Figure 6: Any responsibility for doing the laundry at home, by gender, July 2019
- Laundry frequency shows sign of decline
-
- Figure 7: Frequency of doing the laundry, 2018 and 2019
- Doing the laundry is now on-the-go
-
- Figure 8: Usage of laundry detergents in the last 12 months, June 2018 and 2019
- Usage of fabric conditioners and in-wash stain removers declines
-
- Figure 9: Usage of fabric care products in the last 12 months, June 2018 and 2019
- Brand loyalty is rare
-
- Figure 10: Laundry product behaviours, June 2019
- Personalising scents offers an opportunity
-
- Figure 11: Laundry detergent preferences, June 2019
- Low washing temperatures and stains
-
- Figure 12: Issues experienced with laundry products, July 2019
- Clothing are perceived as long-term investments
-
- Figure 13: Attitudes towards laundry and laundry products, June 2019
- What we think
Issues and Insights
-
- Boosting health credentials of laundry products
- The facts
- The implications
- Differentiating scent in laundry
- The facts
- The implications
The Market – What You Need to Know
-
- Forecast predicts a challenging future
- Multi-functional laundry detergent in pod format is a winning combination
- The role of skin conditions and allergies
- Consumers question their habits and lifestyles
Market Size and Forecast
-
- Decline of laundry and fabric care is unlikely to stop
-
- Figure 14: UK retail value sales of laundry detergents, fabric conditioners and fabric care products, at current and constant price, 2014-24
- Forecast predicts a challenging future
-
- Figure 15: Best-and-worst-case forecast of UK sales of laundry detergents, fabric conditioners and fabric care products, 2014-24
- Forecast methodology
Market Segmentation
-
- Laundry detergents
- The revenge of bio formulations
-
- Figure 16: UK retail value sales of laundry detergents, by formulation, 2017-19 (est)
- Multi-functional laundry detergent in pod format is a winning combination
-
- Figure 17: UK retail values sales of laundry detergents, by format, 2017-19 (est)
- Fabric care
- New interest towards wash treatments
-
- Figure 18: UK retail value sales of fabric care products*, 2017-19 (est)
- Steady decline in fabric conditioner value sales
-
- Figure 19: UK retail value sales of fabric conditioners, by type, 2017-19 (est)
- Figure 20: Method Ocean Violet Fabric Conditioner, July 2019
- Slow upswing in wash treatment products
-
- Figure 21: UK retail value sales of wash treatment products, 2017-19 (est)
Channels to Market
-
- Supermarkets offer the best value
-
- Figure 22: UK retail value sales of laundry detergents, by outlet type, 2017-19 (est)
- Will the Loop scheme be successful in the UK?
-
- Figure 23: Tesco explanation of loop scheme, 2019
- Discount supermarkets are the real winners
-
- Figure 24: UK retail value sales of fabric care products*, by outlet type, 2017-19 (est)
Market Drivers
-
- Birth rate continues to decline, but we live longer
-
- Figure 25: Trends in number of live births (thousands), England and Wales, 2017-18
-
- Figure 26: Trends in the age structure of the UK population, 2013-23
- The role of skin conditions and allergies
- Fragrance sensitivity is an up-and-coming concern
-
- Figure 27: Fragrance free route, January 2016, Vancouver Airport
- Consumers question their habits and lifestyles
-
- Figure 28: Blanc Naturally Cleaner Shop, London, September 2019
- In the fashion industry, green is the new black
Companies and Brands – What You Need to Know
-
- Skin-focused and eco-friendly detergents increase share of sales
- Skin-focused laundry detergents
- New interest in vegan and plant-based formulations
- Advertising spend decreases
- Method seduces those who try it
Market Share
-
- Skin-focused Fairy outperforms the market
-
- Figure 29: Brand shares in laundry detergents, years ending June 2018 and 2019
- Bold reduces sales decline, Daz increase marks change in strategy
-
- Figure 30: Daz white & colours biological laundry powder, September 2019
- Eco-friendly detergents increase share of sales
- A rise in own-label detergent sales
- Decreasing value of top three fabric conditioner brands
-
- Figure 31: Brand shares in fabric conditioners and tumble dryer enhancers, years ending June 2018 and 2019
- Environmental focus boosts Ecover; Method enters the category
- Own-labelled ironing enhancers prevail over branded ones
-
- Figure 32: Brand shares in ironing enhancers, years ending June 2018 and 2019
- Wash treatments: a prosperous category
-
- Figure 33: Brand shares in wash treatments*, years ending June 2018 and 2019
Launch Activity and Innovation – Laundry Detergents
-
- Drop in new product launches
-
- Figure 34: New product launches in the laundry detergent category, by launch type, January 2015-July 2019
- Liquid format maintains NPD dominance
-
- Figure 35: New products launches in the automatic laundry detergents sub-category, by format type, 2015-July 2019
- Eco-friendly laundry products lead future change
-
- Figure 36: Examples of eco-friendly laundry detergent launches, 2018-19
- Skin-focused laundry detergents
-
- Figure 37: Top 10 claims in the UK laundry detergents market (based on leading claims for 2018), 2017, 2018 and Jan-July 2019
- Water-free cleaning formulations in solid format
-
- Figure 38: EC30 home care line, laundry detergent, solid format, September 2019
- Laundry detergents that postpone washing
-
- Figure 39: New products launches in the UK laundry detergent category, by ultimate company (based on top 10), January 2015-July 2019
- Figure 40: Unilever Day2 dry wash spray launches, 2018-19
Launch Activity and Innovation – Fabric Care
-
- Slow recovery of NPD
-
- Figure 41: New product launches in the fabric care category, by launch type, January 2015-July 2019
- Growth in stain/spot removals
-
- Figure 42: New product launches in the fabric care category, by product type, January 2015-July 2019
-
- Figure 43: Examples of oxygen powdered stain/spot removal launches, 2018-19
- Figure 44: Relaunch of Dri-pak Soda Crystal laundry boost as Oxi-Boost, September 2019
- New interest in vegan and plant-based formulations
-
- Figure 45: Top 15 claims in the UK fabric care market (based on leading claims for 2018), 2017-18
- Figure 46: Examples of vegan and cruelty-free certified botanical fabric care launches, 2018-19
- A need for clarity on eco-friendly claims
- Own-label brands gain competitiveness
-
- Figure 47: New products launches in the UK fabric conditioner and fabric care* category, by ultimate company (based on top ten for 2018), January 2015-July 2019
Advertising and Marketing Activity
-
- Advertising spend decreases
-
- Figure 48: Total above-the-line, online display and direct mail advertising expenditure on laundry and fabric care and other washing ancillary products*, January 2016-September 2019
- Bigger players cut back on advertising expenditure
-
- Figure 49: Total above-the-line, online display and direct mail advertising expenditure on laundry and fabric care, by advertiser, January 2016-September 2019
-
- Figure 50: Vanish “Trust Pink. Forget Stains.” advert, 2018
- Advertising for explorers
-
- Figure 51: Total above-the-line, online display and direct mail advertising expenditure on laundry and fabric care, by sub-category, January 2016-September 2019
- Figure 52: “Ben Saunders on Grangers” advert, 2018
- Smaller brands become more competitive
-
- Figure 53: Total above-the-line, online display and direct mail advertising expenditure on laundry detergents, by leading brands, 2018
- Vanish becomes the leader
-
- Figure 54: Total above-the-line, online display and direct mail advertising expenditure on fabric care products*, by leading brands, 2018
- Nielsen Ad Intel coverage
Brand Research
-
- Brand map
-
- Figure 55: Attitudes towards and usage of selected brands, September 2019
- Key brand metrics
-
- Figure 56: Key metrics for selected brands, September 2019
- Brand attitudes: Daz and Surf considered to offer value
-
- Figure 57: Attitudes, by brand, September 2019
- Brand personality: ethicality goes hand in hand with exclusivity
-
- Figure 58: Brand personality – Macro image, September 2019
- Persil and Fairy Non Bio are perceived as comforting and perfect for families
-
- Figure 59: Brand personality – Micro image, September 2019
- Brand analysis
- Fairy Non Bio is effective, but lacks in innovation
-
- Figure 60: User profile of Fairy Non Bio, September 2019
- Persil resonates among female consumers of different social classes
-
- Figure 61: User profile of Persil, September 2019
- Method seduces those who try it
-
- Figure 62: User profile of Method, September 2019
- Men underestimated the efficiency and reliability of Surf
-
- Figure 63: User profile of Surf, September 2019
- Ecover occupies similar space to Method
-
- Figure 64: User profile of Ecover, September 2019
- Daz used by consumers of all ages
-
- Figure 65: User profile of Daz, September 2019
The Consumer – What You Need to Know
-
- Winds of change in the gender gap
- Laundry frequency shows sign of decline
- Doing the laundry is now on-the-go
- Brand loyalty is rare
- Personalising scents
- Low washing temperature and stains
- Consumers ask for more transparency
Laundry Tasks and Responsibilities
-
- Consumers are familiar with laundry products
- Winds of change in the gender gap
-
- Figure 66: Any responsibility for doing the laundry at home, by gender, July 2019
-
- Figure 67: Any responsibility for buying laundry detergents, by gender, July 2019
-
- Figure 68: Laundry responsibilities, by gender, July 2019
Laundry Frequency
-
- Laundry frequency shows sign of decline
-
- Figure 69: Laundry frequency, 2018 and 2019
- Green behaviours may further impact upon laundry habits
Usage of Laundry Products
-
- Doing the laundry is now on-the-go
-
- Figure 70: Usage of laundry detergents in the last 12 months, June 2018 and 2019
- Usage of fabric conditioners and in-wash stain removers declines
-
- Figure 71: Usage of fabric care products in the last 12 months, June 2018 and 2019
-
- Figure 72: Repertoire of fabric care products used, July 2019
- Colour run preventers/removers come back into fashion
Laundry Behaviours in the Last 12 Months
-
- Brand loyalty is rare
-
- Figure 73: Laundry behaviours in the last 12 months, June 2019
- Men read more labels, while women look for results
-
- Figure 74: Laundry behaviours in the last 12 months, by gender, July 2019
- More clarity required over the meaning of eco-friendly
- Families like natural and eco-friendly
-
- Figure 75: Selected laundry behaviours in the last 12 months, by selected lifestage, July 2019
- Millennials lead to a greener future
-
- Figure 76: Selected laundry behaviours in the last 12 months, by selected generations, July 2019
Laundry Detergent Preferences
-
- Personalising scents
-
- Figure 77: Laundry detergent preferences, June 2019
- Aromatherapy fragrances
- Improved non-bio formulations to better remove stains
Issues Experienced From Doing the Laundry
-
- Low washing temperature and stains
- Multi-functional laundry products offer convenience and long-term saving
-
- Figure 78: Issues experienced from doing the laundry, July 2019
Attitudes towards Laundry
-
- Clothing are perceived as long-term investments
-
- Figure 79: Attitudes towards laundry and laundry products, June 2019
- Consumers ask for more transparency
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
- Forecast methodology
Appendix – Market Forecast
-
-
- Figure 80: Best- and worst case forecast of UK retail value sales of laundry detergents, 2014-24
- Figure 81: Best- and worst case forecast of UK retail value sales of fabric care products, 2014-24
-
Back to top