Author: Mintel Group Ltd.
Last saved by: HTTP server

Clothes-washing Detergents - UK - January 2006

INTRODUCTION AND ABBREVIATIONS
Definitions
Consumer research
ACORN
 ABBREVIATIONS
PREMIER INSIGHT
The personal care angle
Can it be all about image?
Conditioners for all
EXECUTIVE SUMMARY
Market flat but sustained by demand for convenience
NPD and a matter of trust
Intense price competition
Sales remain sluggish in most sectors
P&G and Unilever continue to dominate
Diversification allows for some smaller brands
Supermarkets sweep the board
Brand-loyal consumers
Future prospects
MARKET DRIVERS
Consumer affluence driving sales
Figure 1: PDI and consumer expenditure, at current and constant prices, 2000-09
Shrinking households limiting market growth
Figure 2: Trends in household size, 1999-2009
Rise in tumble dryer ownership boosting sales
Figure 3: Trends in ownership of household laundry appliances, 2001-05
Working women drive demand for convenience
Product innovation the key
Fashion trends influence sales
Promotion the key to success
MARKET SIZE AND TRENDS
NPD not enough to sustain sales
Figure 4: UK retail value sales of clothes-washing detergent and laundry aids, 2000-05
Price erosion limiting sales growth
Product innovation the key
Desire for convenience
Fabric care and stain removal show strongest growth
Figure 5: UK retail value sales of clothes-washing detergent and laundry aids, by type, 2003 and 2005
MARKET SEGMENTATION
Clothes-washing detergents
Figure 6: UK retail value sales of clothes-washing detergents, 2000-05
Formats and variants strike the right chord
Figure 7: UK retail value sales of clothes-washing detergent, by type, 2003 and 2005
Cleaning performance means biological detergents dominate
Fabric conditioners
Figure 8: UK retail value sales of fabric conditioners, 2000-05
Figure 9: UK retail value sales of fabric conditioners, by type, 2003 and 2005
Detergent boosters and stain removers
Figure 10: UK retail value sales of detergent boosters/stain removers, 2000-05
Clothes refreshment
Figure 11: UK retail value sales of clothes refreshment, 2000-05
THE SUPPLY STRUCTURE
 BRAND SHARES
Figure 12: Estimated clothes-washing detergent, manufacturer and brand shares, 2005
Fabric conditioners
Figure 13: Estimated fabric conditioners, manufacturer/brand shares, 2005
Detergent boosters and stain removers
Clothes refreshment
Figure 14: Estimated clothes fresheners, manufacturer and brand shares, 2005
 COMPANIES AND BRANDS
Figure 15: Brand map of the clothes-washing detergents and laundry aids market, 2005
Procter & Gamble
Unilever
Reckitt Benckiser
Other companies
ADVERTISING AND PROMOTION
Hitting the emotional target
Adspend scaled back
Figure 16: Main monitored media advertising expenditure on clothes-washing detergent and laundry aids, 2000-05
Figure 17: Main monitored media advertising expenditure on washing powders and liquids/fabric softeners, by leading spenders, 2003-05*
P&G
Unilever
NEW PRODUCT TRENDS
Figure 18: New product launches, 2000-05
Figure 19: New fabric care product lauches, 2003-05
New product briefs
December 2005
November 2005
October 2005
DISTRIBUTION
Washing detergents
Figure 20: UK retail sales of clothes-washing detergent, by outlet, 2003 and 2005
Fabric conditioners
Figure 21: UK retail sales of fabric conditioners, by outlet, 2003 and 2005
Detergent boosters and stain removers
Figure 22: UK retail sales of detergent boosters and stain removers, by outlet, 2003 and 2005
THE CONSUMER
Pan-European overview
Trends in usage, by country
Washing powders and tablets
Figure 23: Penetration of washing powder/tablets, by country, 2005
Washing liquids
Figure 24: Penetration of washing liquids for fabrics, by country, 2005
Fabric conditioners
Figure 25: Penetration of fabric conditioners and stain removers, by country, 2005
Trends in product use in GB
Figure 26: Trends in usage of laundry products, 2002-05
Usage of clothes-washing detergents, by type
Figure 27: Penetration of washing detergent including powders, tablets and liquids, 2005
Figure 28: Penetration of clothes-washing products, 2005
 PENETRATION AND FREQUENCY OF USE
Washing powder
Figure 29: Penetration and frequency of using washing powder, 2005
Washing tablets
Figure 30: Penetration and frequency of using washing tablets, 2005
Washing liquids
Figure 31: Penetration and frequency of using washing liquids, 2005
Fabric conditioners
Figure 32: Penetration and frequency of using fabric conditioners, 2005
Stain removers
Figure 33: Penetration and frequency of using stain removers, 2005
 ATTITUDES TOWARDS CLOTHES-WASHING DETERGENTS
Figure 34: Attitudes towards clothes washng detergents, by main shoppers, 2005
Brand-conscious liquid users
Washing tablets users on a budget
 ATTITUDES TOWARDS PROMOTIONS
Figure 35: Attitudes towards promotion, by main shoppers, 2005
THE CONSUMER – DETAILED DEMOGRAPHICS
Figure 36: Penetration of clothes-washing products, by gender, age group, yearly income group, working status, region, presence of children and household size, 2005
Figure 37: Penetration and frequency of using washing powder, by gender, age group, yearly income group, working status, region, presence of children and household size, 2005
Washing tablets
Figure 38: Penetration and frequency of using washing tablets, by gender, age group, yearly income group, working status, region, presence of children and household size 2005
Washing liquids
Figure 39: Penetration and frequency of using washing liquids, by gender, age group, yearly income group, working status, region, presence of children and household size, 2005
Fabric conditioners
Figure 40: Penetration and frequency of using fabric conditioners, by gender, age group, yearly income group, working status, region, presence of children and household size, 2005
Stain removers
Figure 41: Penetration and frequency of using stain removers, by gender, age group, yearly income group, working status, region, presence of children and household size, 2005
THE CONSUMER – ATTITUDES AND MOTIVATIONS
 TYPES OF PRODUCTS PURCHASED
Figure 42: Type of clothes-washing detergents and laundry aids purchased, August 2005
Format wars continue
Powder hounds
Youth bias for non-bio
Health issues driving non-biological sector?
Decline in fabric conditioners?
 BRANDS PURCHASED
Figure 43: Brand of clothes-washing detergents and laundry aids purchased, August 2005
Changing brands – or not
Figure 44: Attitudes towards buying clothes-washing detergents. detergents and laundry aids purchased, August 2005
Who are the brand-loyal customers?
And the more fickle?
Potential brand switchers
Men vs women
 ESTABLISHING TYPOLOGIES
Figure 45: Consumer typology groups for clothing and laundry detergents, August 2005
The Lured (19% of detergents/laundry aids buyers)
Reluctant Strayers (22% of detergents/laundry aids buyers)
Own-brand Ogglers (9% of detergents/laundry aids buyers)
Strictly Loyal (40% of detergents/laundry aids buyers)
Offer Seekers (10% of detergents/laundry aids buyers)
Establishing enthusiasm – repertoire analysis
Figure 46: Repertoire buying for clothes-washing detergents and laundry aids, August 2005
ATTITUDES AND MOTIVATIONS – DETAILED DEMOGRAPHICS
Figure 47: Type of clothes-washing detergents, detergents and laundry aids purchased, by gender, age, socio-economic group, region, marital status, working status, presence of children, lifestage, Mintel's Special Groups, media use, tenure, household size, ACORN category, commercial TV viewing and supermarket use, August 2005
Figure 48: Type of clothes-washing detergents, detergents and laundry aids purchased, by gender, age, socio-economic group, region, marital status, working status, presence of children, lifestage, Mintel's Special Groups, media use, tenure, household size, ACORN category, commercial TV viewing and supermarket use, August 2005
Figure 49: Attitudes towards buying clothes-washing detergents, detergents and laundry aids, by gender, age, socio-economic group, region, marital status, working status, presence of children, lifestage, Mintel's Special Groups, media use, tenure, household size, ACORN category, commercial TV viewing and supermarket use, August 2005
Figure 50: Consumer typology groups for clothing and laundry detergents, by gender, age, socio-economic group, lifestage, marital status, working status, household working patterns, household size, ACORN category and commercial TV viewing, August 2005
Figure 51: Repertoire buying for clothing and laundry detergents, by gender, age, socio-economic group, lifestage, marital status, working status, household working patterns, household size, ACORN category and commercial TV viewing, August 2005
THE FUTURE
Future growth expected to be minimal
Key trends
Specialisation the key
Suppliers look to foster brand loyalty
A need for the next ‘X Factor’?
Allergies and the environment the next big issues?
FORECAST
More coming out in the wash
Figure 52: Forecast of UK retail value sales of clothes-washing products, at current sterling prices, 2005-10
On a full cycle
Champion washers
Figure 53: Forecast of UK retail value sales of clothes-washing products, at current euro prices, 2005-10
Stable growth in Euros
Adding to more to the wash … and the market
Still room for volume growth in fabric conditioners
Detergent volumes under pressure
Stable real sterling sales
Figure 54: Forecast of UK retail value sales of clothes-washing products, at 2005 sterling prices, 2005-10
Sales at 2005 prices to fall below €2 billion
Figure 55: Forecast of UK retail value sales of clothes-washing products, at 2005 euro prices, 2005-10
The economy does play a part
The importance of families

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.