Laundry Detergents, Fabric Conditioners and Fabric Care - UK - October 2019

OVERVIEW
What you need to know
Products covered in this Report
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