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Laundry Detergents and Fabric Care - UK - August 2015

Laundry Detergents and Fabric Care - UK - August 2015

“A focus on fragrance and more premium products has helped encourage shoppers to trade up and expand their product repertoires; in-wash scent boosters and antibacterial laundry cleaners in particular have created new product categories and helped return the market to growth. The next challenge for the sector is to encourage trading up in laundry detergents, its largest segment, to compensate for declining volume sales.”

– Richard Caines, Senior Household Care Analyst

This report looks at the following areas:

Increasing concentration and changing formats
Opportunities for product differentiation in fabric care
All-in-one vs multiproduct approach to doing the laundry


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Laundry sales boosted by focus on fragrance
Figure 1: Best- and worst-case forecast of UK retail sales of home laundry products, 2010-20
A strong year for NPD activity in laundry products
Figure 2: New product launches in the UK home laundry market, % by sub-category, 2011-15
Liquids/gels used most widely but powder more often
Figure 3: Usage of different types of home laundry products, April 2015
Power to remove stains at low temperatures
Figure 4: Factors influencing choice of laundry detergents, April 2015
Three key factors important for fabric conditioners
Figure 5: Factors influencing choice of fabric softeners, April 2015
Super concentrated stain removing power for detergents
Figure 6: Interest in trying laundry products with particular features, April 2015
What we think
ISSUES & INSIGHTS
Increasing concentration and changing formats
Opportunities for product differentiation in fabric care
All-in-one vs multiproduct approach to doing the laundry
THE MARKET
What you need to know
Return to growth for home laundry market
Laundry detergent sales flat with declining volumes
Focus on fragrance drives fabric conditioner growth
Strong growth in stain removers and laundry cleansers
Population growth to boost laundry market
Advances in laundry appliance technology could impact on market
Increased retailer price competition
Market size and forecast
Total market boosted by strong sales of fabric conditioners
Figure 7: UK retail value sales and forecast of home laundry products, at current and constant prices, 2010-20
A bright future ahead
Figure 8: Best- and worst-case forecast of UK retail sales of home laundry products, 2010-20
Segment performance
Fabric conditioners increasing share of market
Figure 9: Breakdown of UK retail value sales of home laundry products, by segment, 2012-15
Flat sales of laundry detergents
Figure 10: UK retail value sales and forecast of laundry detergents, at current and constant prices, 2010-20
Figure 11: UK retail value sales of laundry detergents, by formulation, 2013-15
Figure 12: UK retail value sales of laundry detergents, by format, 2013-15
Fabric conditioners showing strong growth
Figure 13: UK retail value sales and forecast of fabric conditioners, at current and constant prices, 2010-20
Figure 14: UK retail value sales of fabric conditioners, by type, 2013-15
Dettol laundry cleanser boosts wash treatment sales
Figure 15: UK retail value sales and forecast of wash treatment products and ironing enhancers, at current and constant prices, 2010-20
Figure 16: UK retail value sales of wash treatment products and ironing enhancers, by segment, 2013-15
Channels to market
Grocery multiples dominate retail distribution
Figure 17: UK retail value sales of home laundry products*, by outlet type, 2013-15
Bargain or discount stores an importance secondary source
Market drivers
Growth in number of households
Figure 18: UK households, by size, 2009-19
Population growth means more laundry
Figure 19: Trends in the age structure of the UK population, 2009-19
Ownership of washing machines almost universal
Figure 20: Household ownership of washing machines, washer dryers and tumble dryers, 2012-15
Developing technology could have impact on detergents
Figure 21: Interest in product innovation in washing machines and tumble dryers, January 2015
Increased retailer price competition
Figure 22: Stores used for buying household care products in the past six months, April 2015
KEY PLAYERS
What you need to know
Persil and Ariel increase market shares
Surf also performs strongly, but has a weaker brand image
Comfort Creations boosts fabric conditioner sales
Three manufacturers dominate advertising spending
Big campaigns by RB for Vanish and Dettol
Strong year for NPD activity in home laundry market
Range of own-label products increasing
Increased concentration and a focus on fragrance
Skin-friendly and convenience claims on the increase
Market share
Persil and Ariel increase share of detergents market
Figure 23: Brands’ value shares in laundry detergents, years ending April, 2014 and 2015
Comfort Creations increases spending on fabric conditioners
Figure 24: Brands’ value shares in fabric conditioners, years ending April, 2014 and 2015
Vanish Gold and Dettol boost wash treatment category
Own-label increases its share in ironing enhancers
Figure 25: Brands’ value shares in wash treatment*, years ending April, 2014 and 2015
Figure 26: Brands’ value shares in ironing enhancers*, years ending April, 2014 and 2015
Brand research
Figure 27: Attitudes towards and usage of selected brands, June 2015
Figure 28: Key metrics for selected brands, June 2015
Figure 29: Attitudes, by brand, June 2015
figure 30: Brand personality – macro image, June 2015
Figure 31: Brand personality – micro image, June 2015
Brand analysis
Figure 32: User profile of Vanish, June 2015
Figure 33: User profile of Persil, June 2015
Figure 34: User profile of Bold 2in1, June 2015
Figure 35: User profile of Ariel, June 2015
Figure 36: User profile of Surf, June 2015
Brand communication and promotion
Increase in 2014 advertising spending
Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on home laundry products*,
January 2011-June 2015
Laundry detergents around half of advertising spending
Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on home laundry products, by
sub-category, January 2011-June 2015
P&G leading advertiser in laundry market
Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on home laundry products, by leading
advertisers, January 2011-June 2015
Persil brand receives most advertising support
Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure on washing powders/liquids/tabs,
by top 10 campaigns, 2014
Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure on washing powders/liquids/tabs,
% by brand, 2014
Comfort and Lenor dominate fabric softeners
Figure 42: Recorded above-the-line, online display and direct mail total advertising expenditure on fabric softeners/conditioners,
by leading campaigns, 2014
Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure on fabric softeners/conditioners,
% by brand, 2014
Heavy advertising support for Vanish Gold
Figure 44: Recorded above-the-line, online display and direct mail total advertising expenditure on stain removers/whiteners, by leading
campaigns, 2014
Figure 45: Recorded above-the-line, online display and direct mail total advertising expenditure on stain removers/whiteners, by leading
campaigns, 2014
TV advertising takes largest share of spending
Figure 46: Recorded above-the-line, online display and direct mail total advertising expenditure on home laundry products, by
media type, January 2011-June 2015
Coverage/methodology clarification
Launch activity and innovation
Conditioners and softeners increase share of launch activity
Figure 47: New product launches in the UK home laundry market, % by sub-category, January 2011-June 2015
Liquids and capsules seeing the most launches
Figure 48: New product launches in the automatic detergents sub-category, % by format type, January 2011-June 2015
Figure 49: Examples of launches of laundry capsules in the UK automatic detergents market, 2015
Range of laundry products available still expanding
Figure 50: New product launches in the UK home laundry market, % by own-label vs branded, January 2011-June 2015
Figure 51: Examples of own-label product launches in the UK home laundry products market, 2015
Figure 52: New product launches in the UK home laundry market, % own-label vs branded by sub-category, 2014
Tesco led 2014 new launch activity
Figure 53: New product launches in the UK home laundry market, % by company (based on top 10 for 2014), January 2011-June 2015
Figure 54: Examples of branded product launches in the UK home laundry products market, 2015
Ethical claims most prominent
Figure 55: New product launches in the UK home laundry market, % by company (based on top claims for 2014), January 2011-
June 2015
Figure 56: Examples of product launches by eco-brands in the UK home laundry products market, 2014 and 2015
More dermatologically tested products
Figure 57: Examples of product launches targeting mother and baby in the UK home laundry products market, 2015
Bigger focus on fragrance drives NPD
Figure 58: New product launches in the UK home laundry market, % by launch type, January 2011-June 2015
Figure 59: Examples of launches focusing on fragrance in the UK home laundry market, 2014 and 2015
THE CONSUMER
What you need to know
Nine in ten people shop for home laundry products
Liquids/gels used most widely but powder more often
Most fabric care products used on an occasional basis
Fragrance innovations can encourage trading up
Focus on increased concentration
Multiple benefits can offer added convenience
Separate detergent and fabric conditioner preferred
Responsibility for shopping for laundry products and doing the laundry
Majority of people take some responsibility for purchasing…
Figure 60: Responsibility for shopping for home laundry products, April 2015
…and for doing the laundry
Figure 61: Participation in doing the laundry, April 2015
But differences in level of involvement by gender and age
Figure 62: Responsibility for shopping for home laundry products, by gender and age, April 2015
Usage of home laundry products
Liquid/gel used most widely but powder more often
Figure 63: Usage of different types of laundry detergent, April 2015
Figure 64: Any usage of different types of laundry detergent, April 2015
Occasional usage more likely for most fabric care products
Figure 65: Usage of other fabric care products, April 2015
Figure 66: Any usage of other fabric care products, April 2015
More than half of people use five or more products
Figure 67: Number of different laundry and fabric care products used – any usage, April 2015
Factors influencing choice
Power to remove stains and at low temperatures most important
Figure 68: Factors influencing choice of laundry detergents, April 2015
Keeping clothes smelling fresh another key consideration
Multiple benefits offer convenience
Environmental issues a low priority
Long-lasting, fresh scents important for fabric softeners
Focus on increased concentration has appeal
Natural ingredients could be promoted as better for skin as well as environment
Figure 69: Factors influencing choice of fabric softeners, April 2015
Interest in product features
Added stain remover booster in laundry detergent appeals
Figure 70: Interest in trying laundry products with particular features, April 2015
Super-concentration has multiple advantages
Room for fabric softeners to go beyond softening and freshening
Still more opportunities for fragrance development
Stain removers for getting rid of invisible stains
Laundry behaviour and attitudes
Stronger preference for separate detergent and conditioner
Figure 71: Combination vs separate laundry products, April 2015
Giving people advice on best combination of products
Variable dosing habits could limit growth of single-dose products
Figure 72: Single-dose detergents and dosing, April 2015
APPENDIX
Data sources, abbreviations and supporting information
Abbreviations
Fan chart forecast
Brand research
Appendix – The market
Figure 73: Best- and worst-case forecast for UK retail value sales of home laundry products, 2015-20
Figure 74: Best- and worst-case forecast of UK retail sales of laundry detergents, 2010-20
Figure 75: Best- and worst-case forecast for UK retail value sales of laundry detergents, 2015-20
Figure 76: Best- and worst-case forecast of UK retail sales of fabric conditioners, 2010-20
Figure 77: Best- and worst-case forecast for UK retail value sales of fabric conditioners, 2015-20
Figure 78: Best- and worst-case forecast of UK retail sales of wash treatment products and ironing enhancers, 2010-20
Figure 79: Best- and worst-case forecast for UK retail value sales of wash treatment products and ironing enhancers, 2015-20
Appendix – Key players
Figure 80: New product launches in the UK automatic laundry detergents market, % by top claims, 2014
Figure 81: New product launches in the UK fabric conditioners & softeners market, % by top claims, 2014
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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