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The Laundry Consumer - UK - December 2015

The Laundry Consumer - UK - December 2015

“Washing and drying behaviour when doing the laundry can have a significant influence on usage of laundry detergents and fabric care products, with a number of elements of people’s laundry routines interacting together to determine what products they buy. Key issues for consumers are performance, speed and energy efficiency, and laundry brands can look to encourage usage of a wider repertoire of products through matching behavioural patterns to particular benefits.”

– Richard Caines, Senior Household Care Analyst

This report discusses the following key topics:

What brands can learn from temperatures and wash programmes used
What wash routines mean for future sales of laundry products
Engaging men with doing the laundry


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Room to increase men’s involvement and products used
Figure 1: Usage of different types of home laundry products, September 2015
Encouraging more low-temperature wash loads
Figure 2: Temperatures used for washing laundry, September 2015
Most people use two wash programmes
Figure 3: Repertoire of wash programmes used when doing the laundry, September 2015
Majority of people prefer outside drying
Figure 4: Methods used for drying laundry, September 2015
Certain stains stand out as most difficult to remove
Figure 5: Stains people find most difficult to remove from laundry, September 2015
High incidence of over- and under dosing
Variation in detergent dosing depending on wash load
Figure 6: Product usage behaviour for home laundry products, September 2015
What we think
ISSUES & INSIGHTS
What brands can learn from temperatures and wash programmes used
What wash routines mean for future sales of laundry products
Engaging men with doing the laundry
THE MARKET
What you need to know
Almost universal ownership of washing appliances
Focusing on speed and energy efficiency
Giving advice on using new appliance features
Growth in household and population numbers
New launches boost sales of fabric care products
Market drivers
Ownership of washing appliances almost universal
Figure 7: Household ownership of washing machines, washer dryers and tumble dryers, 2012-15
Energy efficiency, speed and larger loads
Figure 8: Features of a washing machine or tumble dryer that people are most interested in paying more for, April 2014
Smart technology likely to play a bigger role
Figure 9: Interest in product innovation in washing machines and tumble dryers, January 2015
Growth in number of households set to continue
Figure 10: UK households, by size, 2010-20
More people equates to more laundry
Figure 11: Trends in the age structure of the UK population, 2010-20
Laundry detergents largest segment of market
Figure 12: UK retail value sales of home laundry products, by segment, 2013 and 2014
THE CONSUMER
What you need to know
Still gender inequality when it comes to doing the laundry
Powder and liquid detergents most widely used products
Room to increase repertoire of products used
40 degrees wash temperature used most often
Most people stick to one or two different wash programmes
Outside drying the preferred option for drying laundry
Sauces and oils/fats the most difficult-to-remove stains
Dosing not an exact science for most people
Big emphasis on separating items and running full loads
Varying dosing or detergent depending on wash load
Responsibility for doing the laundry
Laundry responsibilities fall to the women
Figure 13: Level of responsibility for doing the laundry, September 2015
Figure 14: Responsibility for doing the laundry, by age and gender, September 2015
Usage of home laundry products
Most popular detergents powders and liquids
Figure 15: Usage of different types of home laundry products, September 2015
Most people use one or two types of laundry product
Figure 16: Repertoire of usage of home laundry products in household, September 2015
Majority of people have one type of detergent they use
Figure 17: Repertoire of usage of different types of laundry detergent, September 2015
Temperatures used for washing laundry
Majority of washes at 40 degrees or less
Figure 18: Temperatures used for washing laundry, September 2015
Opportunity to encourage more low-temperature washes
Majority of people use two different wash temperatures
Figure 19: Repertoire of temperatures used for washing laundry, September 2015
Programmes used for washing laundry
Younger population put bigger emphasis on quick washes
Figure 20: Programmes used for washing laundry, September 2015
Targeting those who like mixed washes with colour care products
Programme with pre-wash used more by men
Figure 21: Any programmes used for washing laundry, by gender, September 2015
Two different wash programmes used by half of people
Figure 22: Repertoire of wash programmes used when doing the laundry, September 2015
Methods used for drying laundry
Most people prefer outside drying
Figure 23: Methods used for drying laundry, September 2015
Tumble drying only used for small proportion of wash loads
Older bias to outside drying
Most difficult to remove stains
Sauces and cooking oils most difficult to remove
Figure 24: Stains people find most difficult to remove from laundry, September 2015
Most stains seen as more of a problem by women
Brands providing plenty of advice on stain removal
Washing behaviour
Only a minority measure exact amounts of laundry products
Figure 25: Measurement of laundry powder/liquid/gel and fabric conditioner/softener when doing laundry, September 2015
But the majority of people make use of dosing devices
Figure 26: Usage of dosing devices for measuring powder/liquid/gel and fabric conditioner/softener when doing laundry,
September 2015
Putting detergent in washing machine drawer most common
Figure 27: Where people put laundry detergent in the washing machine, September 2015
Figure 28: Where people put laundry detergent in the washing machine, by usage of different types of home laundry products,
September 2015
Full loads but pale/white laundry separate from dark/coloured
Figure 29: Sorting of laundry vs mixed loads and full vs small loads, September 2015
Product usage behaviour
Variation in amount of detergent used depending on load
Figure 30: Product usage behaviour for detergents and fabric conditioners, September 2015
But using different detergent depending on load less common
A number of ways of using stain remover
Figure 31: Products usage behaviour for removing stains, September 2015
APPENDIX
Data sources, abbreviations and supporting information
Abbreviations
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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