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Clothes Washing Products - France - January 2009

The French clothes washing products market is worth an estimated €1,638 million in 2008, a decrease of around 2% on 2007 and 11% on 2003. The fundamental problem in this large market is restoring value growth. Detergents constitute the great bulk of the market and have seen a good deal of new product activity. Liquid detergents now outsell powders, but concentrated liquids have some way to go in France to reach the usage levels already current in Spain, for example.

Clothes washing products have become more effective, more convenient, easier-to-use and much more environmentally-friendly and the immediate outlook is for more of the same. Manufacturers, of whom Procter & Gamble, Lever Fabergé and Henkel take two-thirds of the market, will be obliged to continue investing in new product development, in advertising and in conforming with an ever-tighter environmental regime, but will remain unable to pass on these costs to an ever more price-conscious consumer.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Large, but torpid
              • Caring for the environment and smelling nice
                • The concentrated paradox
                  • Multinationals hold their lead
                    • Universal penetration limits growth potential
                      • Future
                      • Internal Market Environment

                        • Key points
                          • Washing machines ubiquitous: tumble dryers much less common
                            • Little scope for expanding ownership levels
                              • Figure 1: Trends in attitudes to clothing and appearance, France, 2003-08
                            • Clothes care more important when clothes have to last
                              • Figure 2: Trends in attitudes to environmental issues, France, 2003-08
                            • The environment is a big issue with consumers – but not at any price
                              • The hypoallergenic 'movement'
                                • The problem of value
                                  • Busy lifestyles demand convenient cleanliness
                                    • Figure 3: Attitudes to sport and exercise, by gender, 2008
                                  • Legislation bearing on the market
                                    • The CHARTER initiative
                                      • REACH
                                      • Broader Market Environment

                                        • Key points
                                          • Fewer kids – less dirty washing?
                                            • Figure 4: Trends in French population, by age, 2003-13
                                          • Money's too tight to mention…
                                            • Figure 5: Trends in French PDI, consumer expenditure and GDP, at current prices, 2003-13
                                          • All work – less laundry?
                                            • Figure 6: Trends in French employment, by gender, 2002-06
                                          • Smaller households have different needs
                                            • Figure 7: Trends in number of households in France, by size, 2003-07
                                        • Who’s Innovating?

                                          • Key points
                                            • Figure 8: New product launches in clothes washing products, % by country, 2006-08
                                          • French activity at high level – but overtaken by UK
                                            • Figure 9: New product launches in clothes washing products in France, % by category, 2006-08
                                            • Figure 10: New product launches in clothes washing products in France, % by claim, 2006-08
                                          • Environmental credentials now all-important
                                            • Economy and ease-of-use also feature
                                              • Figure 11: New product launches in clothes washing products in France, % by company, 2006-08
                                            • Own-label fights hard for share
                                              • Trends in NPD
                                                • Concentrates remain key…
                                                  • It's a sensitive issue
                                                    • Fragrance is a key theme
                                                      • New lines continue to come to market
                                                        • And technology marches on
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Value growth is elusive as volumes fall
                                                              • Figure 12: French retail value sales of clothes washing products, at current and constant prices, 2003-13
                                                            • Prospects
                                                              • Factors used in the forecast
                                                              • Segment Performance

                                                                • Key points
                                                                  • Detergents rule…
                                                                    • Figure 13: French retail value sales of laundry detergents, at current and constant prices, 2003-13
                                                                  • …and get better all round
                                                                    • Figure 14: French retail value sales of laundry detergents, by type, 2006-08
                                                                  • The irresistible rise of liquids
                                                                    • Figure 15: French retail value sales of all-purpose laundry detergents, by type, 2006-08
                                                                  • Who needs the specialists?
                                                                    • Figure 16: French retail value sales of specialist laundry detergents, by type, 2006-08
                                                                  • Laundry aids in decline as well
                                                                    • Figure 17: French retail value sales of laundry aids, at current and constant prices, 2003-13
                                                                    • Figure 18: French retail value sales of laundry and ironing aids, by type, 2006-08
                                                                  • Stand-alone conditioners lose out to hybrids
                                                                    • Figure 19: French retail value sales of laundry aids, by type, 2006-08
                                                                  • Detergent boosters more than hold their own
                                                                    • Figure 20: French retail value sales of ancillary products, at current and constant prices, 2003-13
                                                                    • Figure 21: French retail value sales of ancillary laundry products, by type, 2006-08
                                                                • Market Share

                                                                  • Key points
                                                                    • Like liquid detergent, market is highly concentrated
                                                                      • Figure 22: Manufacturer value shares in sales of clothes washing products* through hypermarkets & supermarkets, 2006-08
                                                                    • Henkel (and own-label) doing well
                                                                      • Figure 23: Manufacturer value shares in sales of laundry detergents through hypermarkets & supermarkets, 2006-08
                                                                    • Ariel leads by a considerable margin
                                                                      • Figure 24: Brand value shares in sales of laundry detergents through hypermarkets & supermarkets, 2006-08
                                                                    • Soupline and Cajoline dominate fabric conditioners
                                                                      • Figure 25: Brand value shares in sales of laundry aids through hypermarkets & supermarkets, 2006-08
                                                                    • Domestic manufacture prominent only in laundry aids
                                                                      • Figure 26: Manufacturer value shares in sales of detergent boosters and stain removers through hypermarkets & supermarkets, 2006-08
                                                                  • Companies and Products

                                                                    • Procter & Gamble
                                                                      • Lever Fabergé
                                                                        • Henkel
                                                                        • Brand Communication and Promotion

                                                                          • Key points
                                                                            • Unpromising market receives less investment
                                                                              • Figure 27: Main monitored media advertising expenditure on clothes washing products, by country, 2005-08
                                                                            • Majors continue to back both brand ranges and new products
                                                                              • Figure 28: Main monitored media advertising expenditure on clothes washing products in France, by manufacturer, Jan-July 2008
                                                                          • Channels to Market

                                                                            • Key points
                                                                              • It's a super market, for the hypers as well!
                                                                                • Figure 29: French retail value sales of clothes washing products, by outlet type, 2006-08
                                                                            • Consumer – Pan-European Overview

                                                                              • Key points
                                                                                  • Figure 30: Penetration of clothes washing detergents, by country, 2008
                                                                                • Liquids do well in France, but concentrates need a push
                                                                                    • Figure 31: Penetration of fabric conditioners, by country, 2008
                                                                                  • Getting the itch for conditioners?
                                                                                      • Figure 32: Penetration of stain removers and fabric fresheners, by country, 2008
                                                                                    • A stain on the market
                                                                                    • Consumer – Trends in France

                                                                                      • Key points
                                                                                          • Figure 33: Trends in using clothes washing detergents, France, 2003-08
                                                                                        • Powders lose out to liquids
                                                                                            • Figure 34: Trends in using fabric conditioners, France, 2003-08
                                                                                          • Condition stable, with growth for specials
                                                                                              • Figure 35: Trends in using stain removers and fabric fresheners, France, 2003-08
                                                                                            • The reign of the stain
                                                                                            • Consumer – Usage and Attitudes

                                                                                              • Key points
                                                                                                • It's the women who do the work
                                                                                                  • Washing powder/tablets
                                                                                                    • Washing liquids
                                                                                                      • Fabric conditioners
                                                                                                        • Detailed demographics
                                                                                                          • Figure 36: Penetration and frequency of using washing powder/tablets, 2008
                                                                                                          • Figure 37: Penetration and frequency of using washing liquids, 2008
                                                                                                          • Figure 38: Penetration and frequency of using fabric conditioners, 2008
                                                                                                          • Figure 39: Penetration and frequency of using stain removers, 2008
                                                                                                          • Figure 40: Penetration of using fabric fresheners, 2008
                                                                                                      • Appendix – Internal Market Environment

                                                                                                          • Figure 41: Ownership of washing machines and tumble dryers in France, 2008
                                                                                                          • Figure 42: Trends in ownership of household laundry appliances, by country, 2003-08

                                                                                                      Companies Covered

                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                      Clothes Washing Products - France - January 2009

                                                                                                      US $615.04 (Excl.Tax)