Clothes Washing Detergents - UK - January 2008

ISSUES IN THE MARKET
Key themes
Definitions
INSIGHTS AND OPPORTUNITIES
The future is green
Establishing routine amongst ancillaries
FAST FORWARD TRENDS
 TREND 1: BLING BLING
What it is
Market touchpoints/implications
 TREND 2: STRESS SOCIETY
What it is
Market touchpoints/implications
MARKET IN BRIEF
Slow growth
Ancillaries march ahead
Lifestyle
Bright ideas
Just not interested
INTERNAL MARKET ENVIRONMENT
Key points
Ownership of laundry appliances
Figure 1: Trends in ownership of household laundry appliances, 2003-07
Going energy efficient
Green spin doctors
Figure 2: British environmental credentials, 2003-07
Active lifestyles
Figure 3: Those who agree ‘do some form of sport or exercise at least once a week’, 2001-07
The throw-away society
Figure 4: Most popular outlets used for purchasing clothing in the last 12 months, 2003-07
Today’s fashions
Skin conditions
Figure 5: Complaints suffered from in the last 12 months, 2003-07
BROADER MARKET ENVIRONMENT
Key points
Age of opportunity
Figure 6: Structure of the UK population, by age, 2002-12
Household size
Figure 7: Household size trends, 2002-12
Working wash
Figure 8: Labour market trends 2001-06
Energy costs
Figure 9: Expenditure on household electricity, at current prices, 2002-07
Eco-legislation
COMPETITIVE CONTEXT
Key points
A clean sweep
Suds out-law
Natural trend: a pain for stain removers?
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Innovation in a European context
Figure 10: New launches by country, 2003-07
Shoring up future innovation
Seasonal launches
Figure 11: New launches by quarter, 2003-07
Bright ideas for summer
Botanical better for you
Figure 12: Trends in product claims of new launches, 2003-07
Fresh approach
A future free-from
Environmental movement
Green loses its bottle
Figure 13: New launches by packaging type, 2007
MARKET SIZE AND FORECAST
Key points
Figure 14: UK value sales of home laundry products, 2002-12
 THE FUTURE OF THE MARKET
SEGMENT PERFORMANCE
Key points
 CLOTHES-WASHING DETERGENTS
Figure 15: UK retail value sales of clothes-washing detergents at current prices, by sector, 2002-12
Price promotion stalls progress for powders
Figure 16: UK retail value sales of clothes-washing detergents, by type, 2005 and 2007
 FABRIC CONDITIONERS AND IRONING AIDS
Little comfort here
Figure 17: UK retail value sales of fabric conditioners & ironing aids, 2002-12
 LAUNDRY ANCILLARIES
Figure 18: UK sales of laundry ancillaries, 2002-12
Figure 19: UK sales of laundry ancillaries, by sub-sector, 2007
 THE FUTURE IN SEGMENTS
MARKET SHARE
Key points
 MANUFACTURER SHARES
Figure 20: Manufacturers’ shares in laundry products, 2005-07
 BRAND SHARES
Figure 21: Brand shares in clothes-washing detergents, 2005-07
Bold growth
Fairy good news
Figure 22: Brand shares in fabric conditioners and ironing aids, 2005-07
Vanishing the opposition
Figure 23: Brand shares in laundry aids and ancillary products, 2006-07
COMPANIES AND PRODUCTS
Procter & Gamble
Unilever
Reckitt Benckiser
 OTHERS
McBride
Acdoco
Ecover
Powder and Liquid Product Ltd (PLP)
SC Johnson
Dylon International
Church & Dwight
Aquados
Footprint International
Spotless UK
Own-label
BRAND COMMUNICATION AND PROMOTION
Key points
Adspend dripping dry
Figure 24: Main monitored media advertising spend on home laundry products, 2003-07
Adspend by advertiser
Figure 25: Main monitored media advertising spend on home laundry products as a percentage, by brand, 2003-07
Seasonal spend supports new launches
Figure 26: Home laundry product launches and main monitored media advertising spend, by quarter 2003-07
 MARKETING THEMES
Price
Performance still counts
Touchy feely
Eco-concern
Child’s play
CHANNELS TO MARKET
Key points
Grocery dominates
Figure 27: Retail distribution of home laundry products, 2005-07
Cutting out the middle men
CONSUMER IN EUROPEAN CONTEXT
Key points
Powder’s budget performance
Figure 28: Penetration and frequency of usage of clothes-washing detergents, by country, by type, 2007
Conditioned for convenience
Coffee stains
CONSUMER USAGE
Key points
Stain removers get to work
Figure 29: Trends in usage of home laundry products, 2003-07
Liquid assets
Growth concentrated on liquids
Liquids diluting demand for conditioners
Establishing age old traditions
Family conditioning
No black marks against the parents
CONSUMER FREQUENCY
Key points
Environment influencing laundry habits
Figure 30: Usage of clothes detergents in the last 12 months, by category, 2003-07
Cost bears heavy on detergent use
Lighter loads for smaller households
Hot growth for cool stain removers
CONSUMER ATTITUDES
Key points
 LAUNDRY DETERGENTS
Figure 31: Attitudes towards laundry detergents, 2007
Cosmetic benefits
Parents prioritise performance
Traditional values
Environmental motivations
Shopping habits
 FABRIC CONDITIONERS AND SOFTENERS
Figure 32: Attitudes towards fabric conditioners and softeners, 2007
Pamper factor
Family fragrance
 STAIN REMOVERS AND IRONING WATERS
Figure 33: Attitudes towards stain removers, ironing waters and fabric fresheners, October 2007
Stashed in the cupboard
Masking the smell
Non-users
CONSUMER TYPOLOGIES
Key points
 GENERAL DISINTEREST
Figure 34: Clothes-washing products consumer typologies, October 2007
 DETERGENTS
Little Thought (59%)
Sensitive (25%)
Value Seeking (16%)
 FABRIC CONDITIONER AND SOFTENER
Rarieties (56%)
Soft Scentered (28%)
Soft Condition (16%)
 LAUNDRY ANCILLARY TYPOLOGIES
Non-users (57%)
Occasional Users (43%)
APPENDIX
Advertising data
Abbreviations
APPENDIX: INTERNAL MARKET ENVIRONMENT
Figure 35: Trends in ownership of household laundry appliances, by country, 2002-07
Figure 36: Ownership of washing machines and tumble dryers in GB, by gender, age, yearly income, working status, region, presence of children and household size, 2007
Figure 37: Environmental credentials, by country, 2002-07
Figure 38: Agreement and disagreement of statements regarding green and ethical issues, by gender, age, social grade, marital status, family lifestage, age of children in household, Mintel’s Special Groups, working status, housing tenure, region, ACORN group, media usage, household size and car ownership, 2007
APPENDIX: BROADER MARKET ENVIRONMENT
Figure 39: Structure of the UK population, by gender and age, 2002-12
APPENDIX: CONSUMER IN A EUROPEAN CONTEXT
Figure 40: Penetration of clothes-washing detergents, by country, 2007
Figure 41: Penetration of fabric conditioners, by country, 2007
Figure 42: Penetration of stain removers and fabric fresheners, by country, 2007
Figure 43: Penetration of delicates powders and liquids, by country, 2007
APPENDIX: CONSUMER USAGE
Figure 44: Topline usage of laundry products in the last 12 months, by gender, age, socio-economic group, marital status, region, ACORN group, media usage, household size and car ownership, 2007
APPENDIX: CONSUMER FREQUENCY
Figure 45: Usage of washing powders in the last 12 months, by gender, age, socio-economic group, marital status, region, ACORN group, media usage, household size and car ownership, 2007
Figure 46: Usage of washing tablets in the last 12 months by gender, age, socio-economic group, marital status, region, ACORN group, media usage, household size and car ownership, 2007
Figure 47: Usage of washing liquids in the last 12 months by gender, age, socio-economic group, marital status, region, ACORN group, media usage, household size and car ownership, 2007
Figure 48: Usage of fabric conditioners in the last 12 months, by gender, age, socio-economic group, marital status, region, ACORN group, media usage, household size and car ownership, 2007
Figure 49: Usage of stain removers in the last 12 months, by gender, age, socio-economic group, marital status, region, ACORN group, media usage, household size and car ownership, 2007
APPENDIX: CONSUMER ATTITUDES
Figure 50: Attitudes towards laundry detergents by age, gender, socio-economic group, marital status, lifestage, age of own children in household, Special Groups, working status, household tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, October 2007
Figure 51: Attitudes towards laundry detergents by age, gender, socio-economic group, marital status, lifestage, age of own children in household, Special Groups, working status, household tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, October 2007
Fabric conditioners and softeners
Figure 52: Attitudes towards fabric conditioners and softeners by age, gender, socio-economic group, marital status, lifestage, age of own children in household, Special Groups, working status, household tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, October 2007
Figure 53: Attitudes towards fabric conditioners and softeners by age, gender, socio-economic group, marital status, lifestage, age of own children in household, Special Groups, working status, household tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, October 2007
Stain removers, ironing waters and fabric fresheners
Figure 54: Attitudes towards stain removers, ironing waters and fabric fresheners by age, gender, socio-economic group, marital status, lifestage, age of own children in household, Special Groups, working status, household tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, October 2007
APPENDIX: CONSUMER TYPOLOGIES
Figure 55: Laundry detergent typologies, by gender, age, social grade, marital status, family lifestage, age of children in household, Mintel’s Special Groups, working status, housing tenure, region, ACORN group, media usage, commercial TV viewing, supermarket usage, household size and car ownership, October 2007
Figure 56: Laundry detergent typologies, by attitudes towards laundry products, October 2007
Figure 57: Laundry detergent typologies, cross referenced by fabric softener and laundry ancillaries typologies, October 2007
Figure 58: Fabric softener and conditioner typologies, by gender, age, social grade, marital status, family lifestage, age of children in household, Mintel’s Special Groups, working status, housing tenure, region, ACORN group, media usage, commercial TV viewing, supermarket usage, household size and car ownership, October 2007
Figure 59: Fabric softener and conditioner typologies, by attitudes towards laundry products, October 2007
Figure 60: Fabric softener and conditioner typologies, cross referenced by detergent and laundry ancillaries typologies, October 2007
Figure 61: Laundry ancillary typologies, by gender, age, social grade, marital status, family lifestage, age of children in household, Mintel’s Special Groups, working status, housing tenure, region, ACORN group, media usage, commercial TV viewing, supermarket usage, household size and car ownership, October 2007
Figure 62: Laundry ancillary typologies by attitudes towards laundry products, October 2007
Figure 63: Laundry ancillary typologies, by detergent and fabric softeners and conditioners typologies, October 2007