Clothing Detergents - Ireland

Published by: Mintel International Group Ltd.

Published: May. 1, 2006 - 77 Pages

Table of Contents

INTRODUCTION AND ABBREVIATIONS

Definitions

Geographical, national and regional definitions

Conversion factors

BMRB Target Group Index sample sizes

ABBREVIATIONS

EXECUTIVE SUMMARY

FABRIC REFRESHERS HAVE DRIVEN GROWTH

FRAGMENTED POPULATION LEADING TO INCREASED MARKET POTENTIAL

CONVENIENCE DRIVING NPD

ENVIRONMENTAL ISSUES IMPACTING PRODUCTION

MULTINATIONALS MAJOR FORCE IN DETERGENT SUPPLY STRUCTURE

FEMALE POPULATION DOMINATES MARKET

INTERESTING CONTRAST BETWEEN NORTH AND SOUTH

“TOO POSH TO WASH?”

STAIN REMOVAL MARKET GROWING

FUTURE INNOVATION FOCUSED ON CONVENIENCE

MARKET DRIVERS

HIGH PDI ENABLING MARKET GROWTH

Figure 1: Key economic indicators, NI & RoI, 2002-05

HOUSEHOLDS MAJOR FACTOR IN DETERGENT MARKET

Figure 2: Average household size, NI & RoI, 1997-2005

Figure 3: Number of new houses built annually, NI & RoI, 2001-05

INCREASED LAUNDRY APPLIANCE OWNERSHIP PROMOTES GROWTH

Figure 4: Laundry appliance ownership, NI, RoI & UK, 2004

INCREASED FEMALE EMPLOYMENT DRIVES NEED FOR CONVENIENCE

Figure 5: Proportion of female population in employment, NI & RoI, 2001-05

FRAGMENTED POPULATION GROWTH AFFECTS SALES

Figure 6: Population distribution, NI, 1998-2008

Figure 7: Population distribution, RoI, 1998-2008

CONTINUED PRODUCT INNOVATION VITAL

SOCIAL ISSUES AFFECTING MARKET

Physical activity focused on exercise rather than work

The fashion factor

ADVERTISING KEY DETERMINANT OF SUCCESS

ENVIRONMENTAL ISSUES COMING TO THE FORE

MARKET SIZE

All-Ireland sales relatively steady

Figure 8: Value of the washing detergent and laundry aids market by retail sales, NI & RoI, 2000-05

Detergents still dominate the market

Figure 9: Sales of washing detergent and laundry aids, by type, by retail sales, NI 2003-05

RoI detergent sales increase - but market share falls

Figure 10: Retail sales of washing detergent and laundry aids, by type, RoI 2003-05

MARKET SEGMENTATION

Segmentation similar across NI and RoI

Figure 11: Washing detergent and laundry aid market segmentation, NI & RoI, 2005

WASHING DETERGENTS

Figure 12: Value of the washing detergent market by retail sales, NI & RoI, 2000-05

FABRIC CONDITIONER

Figure 13: Value of the fabric conditioner market by retail sales, NI & RoI, 2000-05

STAIN REMOVAL TREATMENTS

Figure 14: Value of stain removal treatment market by retail sales, NI & RoI, 2000-05

FABRIC REFRESHMENT

Figure 15: Value of fabric refreshment market by retail sales, NI & RoI, 2000-05

SUPPLY STRUCTURE

Unilever and Procter & Gamble dominate the market

Figure 16: Breakdown of the major brands in the detergent market, 2006

PROCTER & GAMBLE (P&G)

Ace (P&G)

Figure 17: Ace’s range of detergents, 2006

Ariel (P&G)

Figure 18: Ariel’s range of washing detergents, 2006

Bold (P&G)

Figure 19: Bold’s range of washing detergents, 2006

Bounce (P&G)

Figure 20: Bounce’s range of products, 2006

Daz (P&G)

Figure 21: Daz’s range of products, 2006

Dreft (P&G)

Figure 22: Dreft’s range of detergents, 2006

Fairy Non-Bio (P&G)

Figure 23: Fairy non-bio’s range of products, 2006

Lenor (P&G)

Figure 24: Lenor’s range of products, 2006

UNILEVER

Comfort (Unilever)

Figure 25: Comfort’s range of fabric conditioners, 2006

Persil (Unilever)

Figure 26: Persil’s range of products, 2006

Surf (Unilever)

Figure 27: Surf’s range of detergents, 2006

RECKITT BENCKISER

Woolite (Reckitt Benckiser)

Figure 28: Woolite’s range of products, 2006

Calgon (Reckitt Benckiser)

ECOVER

Figure 29: Ecover’s range of products, 2006

OWN-BRAND DETERGENTS

ASDA

Figure 30: Asda’s range of washing detergent products, 2006

Sainsbury’s

Figure 31: Sainsbury’s range of washing detergent products, 2006

Tesco

Figure 32: Tesco’s range of washing detergent products, 2006

NEW PRODUCT DEVELOPMENT

DISTRIBUTION

Figure 33: Number of retail outlets, NI & RoI, 2001-05

Figure 34: Share of clothing detergents market by outlet type, NI, 2003 & 2005

Figure 35: Share of clothing detergents market by outlet type, RoI, 2003 & 2005

THE CONSUMER

WASHING DETERGENT

Half of population medium users

Figure 36: Washing powder, flakes and tablets usage statistics for NI & RoI, 2005

Female detergent usage dwarfs male usage

Figure 37: Total washing powder, flakes & tablets usage by gender, age, socio-economic status, employment status, marital status and presence of children, NI & RoI, 2003 & 2005

NI males not compensating for reduced female detergent use

CONCENTRATED DETERGENT POPULARITY WANING

Figure 38: Total concentrated powder usage by gender, age, socio-economic status, and presence of children, NI & RoI, 2003 & 2005

E group demand concentration

STANDARD POWDER POPULAR ACROSS ALL GROUPS

Figure 39: Total standard powder usage by gender, age, socio-economic status and presence of children NI & RoI, 2003 & 2005

Tablet usage increasing in both regions

Figure 40: Total tablet usage by gender, age, socio-economic status and presence of children, NI & RoI, 2003 & 2005

FABRIC CONDITIONER

Markets witness contrasting fortunes

Figure 41: Fabric conditioner usage statistics for NI & RoI, 2005

Huge gender difference

Figure 42: Total fabric conditioners usage by gender, age, socio-economic status, employment status, marital status and presence of children, NI & RoI, 2003 & 2005

E group provides best fabric conditioner customers

Decline in concentrated conditioner use in NI

Figure 43: Concentrated fabric conditioner usage by gender, age and socio-economic status and presence of children, NI & RoI, 2003 & 2005

Fabric conditioner usage increasing in both markets

Figure 44: Normal fabric conditioner usage by gender, age, socio-economic status and presence of children NI & RoI, 2003 & 2005

Easy iron usage falling

Figure 45: Usage of easy iron fabric conditioner by gender, age, socio-economic status and presence of children, NI & RoI, 2003 & 2005

STAIN REMOVAL

Figure 46: Stain removal usage statistics for NI & RoI, 2005

Stain remover usage increasing in both markets

Figure 47: Total stain removers usage by gender, age, socio-economic status, employment status, marital status and presence of children, NI & RoI, 2003 & 2005

Females more wary of continual washing

Income does not affect stain removal usage

WASHING LIQUIDS

Washing liquid usage increasing among males

Figure 48: Total washing liquids and detergents for fabrics usage by gender, age, socio-economic status, employment status, marital status and presence of children, NI & RoI, 2003 & 2005

Contrast between full-time and part-time workers

Lower level of usage among singletons

Standard washing liquid takes lion’s share of market

Figure 49: Segmentation of washing liquid usage, NI & RoI, 2005

Standard washing liquid popular among lower socio-economic groups

Figure 50: Total standard washing liquids & detergents for fabrics usage by gender, age and socioeconomic status and presence of children, NI & RoI, 2003 & 2005

Demand from RoI youth growing

E group drives demand in RoI

Presence of children promotes concentrated liquid use

Figure 51: Total concentrated washing liquids & detergents for fabrics, usage by gender, age and socioeconomic status and presence of children, NI & RoI, 2003 & 2005

ABs less likely to be users

Capsule popularity increasing in both markets

Figure 52: Total washing liquids & detergents capsules, usage by gender, age and socio-economic status and presence of children, NI & RoI, 2003 & 2005

Men’s use of capsules growing

Presence of children is not a factor in purchasing capsules

THE FUTURE

CONTINUED PRODUCT INNOVATION VITAL TO MARKET GROWTH

INCREASING IMPORTANCE OF MALES

ECONOMIC OUTLOOK UNCERTAIN

ENVIRONMENTAL ISSUES TAKE THE FORE WITH DETERGENT REGULATION

MULTINATIONALS MAKE MARKET ENTRY DIFFICULT

FUTURE MARKET GROWTH MINIMAL

FORECAST

Figure 53: Forecast of clothing detergent market value by retail sales, NI & RoI, 2005-09, by population (Aged 15-54) & PDI

APPENDIX: RESEARCH METHODOLOGY

Total

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Abstract

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