Home Laundry Products - US

Published by: Mintel International Group Ltd.

Published: Jun. 1, 2009 - 112 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Advertising

Abbreviations and terms

EXECUTIVE SUMMARY

Market at a glance

Economy’s impact subtle yet pervasive

Budget pressure means segments compete with one another

P&G expands its competitive scope

Sun Products positioned to give private label a boost

Church & Dwight grows on strength and value

Sales continue to flow from supermarkets to other channels

Shifts in population composition may impact market

Forgoing the dry cleaner may lead to more DIY home laundry

New product activity concentrated in detergents

A heavily advertised category

Penetration steady, but frequency may be declining in some segments

Price and past experience lead detergent purchase decisions

Retailer promotions influence both store and brand choice

Economizing and simplification on the rise

MARKET SIZE AND FORECAST

Key points

Economy’s impact on category subtle yet pervasive

Figure 1: Total U.S. retail sales of home laundry products, at current prices, 2003-13

Figure 2: Total U.S. retail sales of home laundry products, at inflation-adjusted prices, 2003-13

Walmart sales

COMPETITIVE CONTEXT

P&G expands its competitive scope

Budget pressure means greater competition among segments

Private label small but growing—Sun Products positioned to give it a boost

Figure 3: FDMx private label market share in select home laundry segments, 2006-09

OVERALL SEGMENT PERFORMANCE

Key points

Multi-benefit detergents and economizing cutting into other segments

Figure 4: U.S. sales and forecast of home laundry products, at current prices, by segment, 2003-13

Figure 5: Sales of home laundry products, by segment, 2007 and 2008

SEGMENT PERFORMANCE—LAUNDRY DETERGENT

Key points

Detergents remain the essential laundry ingredient

Lower-priced powders end sales slide in recession

Figure 6: U.S. sales and forecast of laundry detergent, 2003-13

SEGMENT PERFORMANCE—FABRIC SOFTENER LIQUID

Key points

Fabric softener liquids hold steady as other fabric care segments decline

Figure 7: U.S. sales and forecast of fabric softener liquid, 2003-13

SEGMENT PERFORMANCE—BLEACH

Key points

Color-safe bleach competes with both additives and detergents

Alternative uses may be key to re-igniting growth in SHC bleach

Figure 8: U.S. sales and forecast of bleach products, 2003-13

SEGMENT PERFORMANCE—LAUNDRY CARE

Key points

A few notable exceptions to an overall decline

Figure 9: U.S. sales and forecast of laundry care products, 2003-13

SEGMENT PERFORMANCE—FABRIC SOFTENER SHEETS

Key point

Dryer sheet sales show weakness as home laundry shoppers economize

Figure 10: U.S. sales and forecast of fabric softener sheets, 2003-13

RETAIL CHANNELS

Key points

Sales continue to flow from supermarkets to other channels

Figure 11: U.S. sales of home laundry products, by retail channel, 2006 and 2008

RETAIL CHANNELS—SUPERMARKETS

Key point

Supermarkets continue to lose home laundry sales despite promotions

Figure 12: U.S. sales of home laundry products at supermarkets, 2003-08

RETAIL CHANNELS—DRUG STORES

Key points

Drug stores capture fill-in laundry sales

Figure 13: U.S. sales of home laundry products at drug stores, 2003-08

RETAIL CHANNELS—OTHER

Key points

Walmart’s influence over the category has been significant

Warehouse clubs and dollar stores offer distinct value propositions

Figure 14: U.S. sales of home laundry products at other channels, 2003-08

NATURAL CHANNEL/SPINS

Home laundry sales level off in the natural channel

Figure 15: Natural product supermarket retail sales of laundry products, at current prices, 2007-09

Seventh Generation dominates natural food channel

Figure 16: Manufacturer brand natural supermarket sales of laundry products, 2007 and 2009

MARKET DRIVERS

Shifts in population composition may impact market

Figure 17: Population, by race and Hispanic origin, 2004-14

Forgoing the dry cleaner has led to more DIY home laundry

Figure 18: Reported dry cleaner dollar sales change versus same period in previous year, Q4 2008 and Q1

2009

Percentage of households with children is declining

Figure 19: Households, by presence of children, 1998-2008

Figure 20: Incidence of purchase of laundry products, by presence of children, March 2009

LEADING COMPANIES

Key points

P&G slips but holds its dominant lead

Sun Products combines brands and private label

Church & Dwight

Clorox expanding beyond bleach into natural laundry products

Figure 21: FDMx sales of leading home laundry companies, 2008 and 2009

BRAND SHARE—LIQUID DETERGENTS

Key points

Price is important, but not the biggest driver of liquid detergent share

New entry from Clorox will build momentum for green detergents

Figure 22: FDMx brand sales of liquid detergents, 2008 and 2009

BRAND SHARE—POWDERED DETERGENTS

Key points

Value perception stabilizes segment; share shifts to value brands

Figure 23: FDMx brand sales of powdered detergents, 2008 and 2009

BRAND SHARE—LIQUID FABRIC SOFTENERS

Key points

Downy maintains lead but loses share to value brands

Figure 24: FDMx brand sales of liquid fabric softeners, 2008 and 2009

BRAND SHARE—FABRIC SOFTENER SHEETS

Key point

P&G holds nearly two thirds of segment

Figure 25: FDMx brand sales of fabric softener sheets, 2008 and 2009

BRAND SHARE—BLEACH

Clorox maintains its lead in declining bleach segment

Figure 26: FDMx brand sales of bleach, 2008 and 2009

BRAND SHARE—OTHER LAUNDRY CARE

Key points

OxiClean breaks out of the pack in pre-washes and additives

Figure 27: FDMx brand sales of laundry pre-washes and additives, 2008 and 2009

Woolite reaches beyond fine washables to grow

Figure 28: FDMx brand sales of fine washable detergent, 2008 and 2009

Little change in spray starch

Figure 29: FDMx brand sales of laundry starch, 2008 and 2009

BRAND QUALITIES

Tide holds steady

An ever-expanding array of value-added alternatives

New approaches to marketing

Woolite not just for your undies

Arm & Hammer strengthens in recession…

…but still fights for shelf space with other value brands and private label

INNOVATION AND INNOVATORS

New product activity concentrated in detergents

Figure 30: New product introductions of fabric care in the U.S., by subcategory, 2004-09

Packaging claims tend to be environmental

Figure 31: Leading product claims in fabric care in the U.S., by share of all introductions, 2004-09

Cleaning effectiveness

Convenience

Senses

Environment

ADVERTISING AND PROMOTION

Overview

Figure 32: Media expenditure of selected home laundry products, 2006 and 2007

More for the money

Figure 33: Tide television ad, 2009

Value = longer-lasting clothing

Figure 34: Woolite television ad, 2008

Figure 35: Tide TotalCare television ad, 2009

A return to cleaning power

Figure 36: OxiClean television ad, 2009

Care for the senses

Figure 37: Downy television ad, 2009

A new standard of convenience

Figure 38: Purex 3-in-1 television ad, 2009

USAGE

Key points

Detergent use near universal

Figure 39: Type of laundry product used in household, 2003-08

Use of powdered detergents stabilizes in recession

Figure 40: Type of laundry soap/detergent used, 2003-08

BRAND USAGE

Key points

Tide dominates detergent usage over a handful of others

Figure 41: Brand of laundry soap/detergent used, by age, July 2007-September 2008

Household income can influence detergent brand choice

Figure 42: Brand of laundry soap/detergent used, by Income, July 2007-September 2008

Spray ‘N Wash and Shout used by the majority of pre-treaters

Figure 43: Brand of laundry booster/pre-soaks/pre-cleaners used, July 2007-September 2008

Figure 44: Brand of bleach used, July 2007-September 2008

P&G’s brands lead fabric softening…

Figure 45: Brand of fabric softener used, July 2007-September 2008

…and spray starch

Figure 46: Brand of spray starch used, July 2007-September 2008

LAUNDRY PRODUCTS PURCHASED

Key points

Most adults purchase home laundry products, women even more likely

Figure 47: Incidence of purchase of laundry products, by gender, March 2009

Youngest adults least likely to purchase home laundry products

Figure 48: Incidence of purchase of laundry products, by age, March 2009

Household size drives purchase of most laundry products

Figure 49: Incidence of purchase of laundry products, by household size, March 2009

PURCHASE FACTORS

Key points

Price and past experience lead detergent purchase decisions

Figure 50: Purchase factors, by age, March 2009

LAUNDRY PRODUCT PURCHASE DECISIONS

Key points

Retailer promotions influence both store and brand choice

Figure 51: Laundry product decisions, by age, March 2009

LAUNDRY HABITS

Key points

Comfort and ease essential in the selection of and care for clothing

Figure 52: Special care laundry habits, by age, March 2009

Economizing can take various forms, but performance is still important

Figure 53: Performance and value laundry habits, by age, March 2009

Younger respondents more likely to vary detergent based on laundry task

Figure 54: Laundry habits, by age, March 2009

ATTITUDES TOWARD DOING THE LAUNDRY

Key point

Home laundry viewed as more than just a chore

Figure 55: Attitudes towards doing laundry, by gender, March 2009

Figure 56: Attitudes towards doing laundry, by age, March 2009

BRAND SWITCHING

Key points

Brand switchers tend to be younger, live in larger households

Figure 57: Laundry brand switchers, by gender, age and household size, March 2009

Wanting a cheaper brand the most common reason for switching

Figure 58: Reasons for switching laundry brand, by age, March 2009

Figure 59: Reasons for switching laundry brand, by household size, March 2009

ENVIRONMENTALLY FRIENDLY LAUNDRY DETERGENT BRANDS

Key point

Trial higher among younger home laundry buyers

Figure 60: Brand of environmentally friendly laundry detergent that you tried in the past six months, by age,

March 2009

Figure 61: Brand of environmentally friendly laundry detergent that you tried in the past six months, by income,

March 2009

HAS THE ECONOMY AFFECTED LAUNDRY HABITS?

Key points

Economizing and simplification on the rise

Figure 62: Purchase behavior and laundry products, 2008 and 2009

RACE AND HISPANIC ORIGIN

Key points

Blacks and Hispanics more likely to use more laundry products

Figure 63: Incidence of purchase of laundry products, by race/Hispanic origin, March 2009

Blacks and Hispanics more active in seeking out new products

Figure 64: Important factors in purchase of laundry products, by top two boxes, by race/Hispanic origin, March

2009

Black and Hispanic shoppers base store selection on home laundry prices

Figure 65: Attitudes and behavior toward laundry products, by race/Hispanic origin, March 2009

Blacks more involved in the laundry process

Figure 66: Laundry habits, by race/Hispanic origin, March 2009

Blacks express a deeper emotional connection with the laundry

Figure 67: More laundry habits, by race/Hispanic origin, March 2009

APPENDIX: OTHER USEFUL CONSUMER TABLES

Figure 68: Brand of laundry soap/detergent used, by age, July 2007-September 2008

Figure 69: Incidence of purchase of laundry products, by marital status, March 2009

Figure 70: Purchase factors by top two boxes, March 2009

Figure 71: Purchase factors, by marital status, March 2009

Figure 72: Purchase factors, by household size, March 2009

Figure 73: Laundry product decisions, by marital status, March 2009

Figure 74: Laundry product decisions, by household size, March 2009

Figure 75: Laundry habits, by marital status, March 2009

Figure 76: Laundry habits, by household size, March 2009

Figure 77: Attitudes towards doing laundry, by marital status, March 2009

Figure 78: Attitudes towards doing laundry, by household size, March 2009

Figure 79: Reasons for switching laundry brand, by marital status, March 2009

APPENDIX: TRADE ASSOCIATIONS

Abstract

Concentrated results

As the recession has motivated shoppers to economize, sales of most home laundry segments have declined, with one exception: liquid laundry detergent. While fabric softener, bleach, or stain treater might be viewed as optional in the laundry process, laundry detergent is a requirement. Detergent brands have contributed to the decline in the other segments by introducing new line extensions that deliver whitening, brightening, softening, and stain fighting in addition to basic cleaning.

A closer look reveals that there is more going on in these non-detergent segments than recession-driven frugality. Mintel’s consumer survey reveals that adults aged 18-34 are less likely than older adults to keep a variety of specialized laundry products on hand. And they are more likely to vary the detergent they use depending on the laundry task. Younger adults also bring a different attitude to the laundry room. They are more likely than older adults to describe doing laundry as a chore into which they’d rather put as little effort as possible. They are less likely to agree that it’s important to take the time to do laundry right.

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