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Clothes Washing Products - UK - January 2009

The most prominent change in the UK’s £1.2 billion laundry products market has been the switch from powdered formats to single-dose tablets or concentrated liquid detergents and gels. This is driven by innovation in liquid product formulae that work more efficiently at lower washing temperatures that help to save energy and the environment.

The use of low-temperature laundry detergents is now established in the UK’s mature clothes-washing products market and the thermostat is constantly being turned down with innovation in 15-degree detergents emerging this year.

Concentrated formulae are receiving much investment in terms of new launches and advertising budget. They typically command higher per litre prices and are playing a key role in premiumising the liquid product offering.

As part of the market’s premiumisation strategy, fragrance has become a key theme. It has drawn inspiration from the toiletries sector to launch exotic scents such as black diamond, white orchid and olive blossom.

Key report themes

  • A growing awareness of the environment coupled with the rising credit crunch is directing innovation towards products that perform at lower temperatures.

  • Price is a key motivator in this market. Cheap products and those that can save money on household energy bills are a sure winner in today’s unstable economic climate.

  • Clean laundry is closely linked to a sense of domestic success, and is closely associated to home making.

  • Ease and convenience are key to success in this market. Products that enable people to wash clothes without separating by fabric or colour before washing also make doing the laundry less time-consuming.

  • Products that care for the skin as well as the clothes are a hit amongst not only those with sensitive skin, but those with young children.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
        • Future Opportunities

          • Premiumization of Home Care
            • What's it about?
              • What we've seen
                • Market implications: Fragrant future
                  • Trading Up, Trading Down, Trading Over
                    • What's it about?
                      • What we've seen
                        • Market implications: Pocket vs the planet
                        • Market in Brief

                          • Sales stagnate as people watch the pennies
                            • Consumers counting the cost
                              • Green light for growth?
                                • NPD drives usage patterns
                                  • Future
                                  • Internal Market Environment

                                    • Key points
                                      • Ownership of washing appliances
                                        • Figure 1: Trends in ownership of household laundry appliances, 2003-08
                                      • Green spin doctors
                                        • Figure 2: British environmental credentials, 2003-08
                                      • Active lifestyles
                                        • Figure 3: Index of admissions and membership to swimming pools, leisure centres and health and fitness clubs, UK, 2003-08
                                      • Skin conditions
                                        • Figure 4: Complaints suffered from in the last 12 months, 2004-08
                                      • The impact of fashion on clothes washing
                                        • Figure 5: Attitudes towards clothing, GB, 2003-08
                                    • Broader Market Environment

                                      • Key points
                                        • Population
                                          • Figure 6: Structure of the UK population, by age and gender, 2003-13
                                        • Household size
                                          • Figure 7: Household size trends in the UK, 2003-13
                                        • The impact of employment on laundry product use
                                          • Regulation
                                            • REACH
                                              • Detergents directive
                                                • Use of phosphates
                                                • Competitive Context

                                                  • Key points
                                                    • The frugal consumer
                                                      • Dry cleaners
                                                        • Figure 8: Index growth of UK dry cleaning market, 2003-08
                                                      • Own-label and price erosion
                                                        • Improved product performance
                                                        • Strengths and Weaknesses in the Market

                                                          • Strengths
                                                            • Weaknesses
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Innovation in a European context
                                                                  • Figure 9: New product launches in laundry care, by country, 2006-08
                                                                • Seasonal launches
                                                                  • Figure 10: New launches, by month, January 2003-September 2008
                                                                • The role of fragrance
                                                                  • Ethical revolution amongst positioning trends
                                                                    • Figure 11: Trends in product positioning, 2004-08
                                                                  • Cold is the new hot
                                                                    • Innovation concentrated in liquid detergents
                                                                      • Figure 12: New clothes washing detergent launches, by product format, 2006-08
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Credit crunch and cutbacks
                                                                        • Figure 13: UK retail value sales of clothes washing products, 2003-13
                                                                      • The future of the market
                                                                        • Factors used in the forecast
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Figure 14: UK retail value sales of clothes washing products, by sub-sector, 2003-13
                                                                          • Clothes washing detergents by format
                                                                            • Figure 15: UK retail value sales of clothes-washing detergents, by type, 2006-08
                                                                          • Fabric conditioners and ironing aids
                                                                            • Figure 16: UK retail value sales of fabric conditioners and ironing aids, by sector, 2006-08
                                                                          • Growth concentrated in concentrates
                                                                            • Laundry ancillaries
                                                                              • Figure 17: UK retail value sales of laundry ancillaries, by type, 2006-08
                                                                          • Market Share

                                                                            • Key points
                                                                              • Manufacturer shares
                                                                                • Figure 18: Manufacturers’ shares in laundry products, 2006-08
                                                                              • Detergents
                                                                                • Figure 19: Brands’ value shares of clothes washing detergents, 2006-08
                                                                              • Fabric conditioners and ironing aids
                                                                                • Figure 20: Brand value shares in fabric condiitoners and ironing aids, 2006-08
                                                                              • Comfortable lead for Unilever
                                                                                • Laundry ancillaries
                                                                                  • Figure 21: Brand value shares in laundry aids and ancillary products, 2006-08
                                                                              • Companies and Products

                                                                                • Brand map
                                                                                  • Figure 22: Brand map for laundry products, 2008
                                                                                • Procter & Gamble
                                                                                  • Unilever
                                                                                    • Reckitt Benckiser
                                                                                      • Acdoco
                                                                                        • Retailer activity
                                                                                          • Tesco
                                                                                            • Somerfield
                                                                                              • Sainsbury’s
                                                                                                • Asda
                                                                                                  • Others
                                                                                                    • Ecover
                                                                                                      • Aquados
                                                                                                        • Jeyes
                                                                                                        • Brand Communication and Promotion

                                                                                                          • Key points
                                                                                                            • Adspend drying out
                                                                                                              • Figure 23: Main monitored media advertising spend on laundry products, 2004-08
                                                                                                            • Manufacturers
                                                                                                              • Figure 24: Main monitored media advertising spend on laundry products and share of market value, by leading manufacturers, 2008
                                                                                                            • Marketing themes
                                                                                                              • Guilt and conscience key themes
                                                                                                                • Efficacy
                                                                                                                  • Skin kindness
                                                                                                                  • Channels to Market

                                                                                                                    • Key points
                                                                                                                      • Grocery multiples maintain dominance
                                                                                                                        • Figure 25: Retail distribution of laundry products, 2006-08
                                                                                                                      • Saving money drives value for grocery multiples and discounters
                                                                                                                      • Consumer – Pan-European Overview

                                                                                                                        • Key points
                                                                                                                          • Laundry detergents
                                                                                                                            • Figure 26: Penetration of clothes-washing detergents, by country, 2008
                                                                                                                          • Fabric conditioners
                                                                                                                            • Figure 27: Penetration of fabric conditioners, by country, 2008
                                                                                                                          • Stain removers and fabric fresheners
                                                                                                                            • Figure 28: Penetration of stain removers and fabric fresheners, by country, 2008
                                                                                                                        • Consumer Attitudes Towards Washing Clothes

                                                                                                                          • Key points
                                                                                                                              • Figure 29: Attitudes towards washing clothes, October 2008
                                                                                                                            • Clothes washing on a budget
                                                                                                                              • Convenience
                                                                                                                                • Anti-ageing appeals to older generation
                                                                                                                                  • Men adopt a cautious approach
                                                                                                                                    • Figure 30: Selected attitudes towards washing clothes, by gender, October 2008
                                                                                                                                • Consumer Usage

                                                                                                                                  • Key points
                                                                                                                                    • Detergent usage
                                                                                                                                      • Figure 31: Trends in using clothes washing detergents, GB, 2003-08
                                                                                                                                    • Concentrating efforts on liquid formats
                                                                                                                                      • Fabric conditioner usage
                                                                                                                                        • Figure 32: Trends in using fabric conditioners, GB, 2003-08
                                                                                                                                      • Laundry aids usage
                                                                                                                                        • Figure 33: Trends in using stain removers and fabric fresheners, GB, 2003-08
                                                                                                                                    • Consumer Purchase Motivation

                                                                                                                                      • Key points
                                                                                                                                        • Influences on product choice
                                                                                                                                            • Figure 34: Factors that influence choice of clothes washing products, October 2008
                                                                                                                                          • The role of clean clothes in home making
                                                                                                                                            • The cost of living (in clean clothes)
                                                                                                                                              • Figure 35: Number of factors influencing clothes washing products, by purchase motivator, October 2008
                                                                                                                                            • The cost to the environment
                                                                                                                                              • Figure 36: Comparison of factors that influence choice of clothes washing products, by adults and those that are environmentally motivated, October 2008
                                                                                                                                            • Being green = in the red
                                                                                                                                              • Accountability beyond product use
                                                                                                                                              • Attitudes Towards Clothes Washing Products

                                                                                                                                                • Key points
                                                                                                                                                    • Figure 37: Attitudes towards clothes washing products, October 2008
                                                                                                                                                  • Views on environmentally friendly products
                                                                                                                                                    • Savings earn highest interest
                                                                                                                                                      • Figure 38: Attitudes towards clothes washing products, by price-motivated and all adults, October 2008
                                                                                                                                                    • Further analysis
                                                                                                                                                      • Figure 39: Attitudinal groups for clothes washing detergents, August 2008
                                                                                                                                                    • Disinterested (31%)
                                                                                                                                                      • Who are they?
                                                                                                                                                        • No Nonsense (26%)
                                                                                                                                                          • Who are they?
                                                                                                                                                            • Once Bitten, Twice Shy (20%)
                                                                                                                                                              • Who are they?
                                                                                                                                                                • Green Shoppers (12%)
                                                                                                                                                                  • Who are they?
                                                                                                                                                                    • Budgeters (11%)
                                                                                                                                                                      • Who are they?
                                                                                                                                                                      • Appendix

                                                                                                                                                                        • Consumer research
                                                                                                                                                                          • ACORN
                                                                                                                                                                            • Advertising data
                                                                                                                                                                              • Abbreviations
                                                                                                                                                                              • Appendix – Consumer Usage

                                                                                                                                                                                  • Figure 40: Usage of clothes washing products in the last 12 months, by category, 2004-08
                                                                                                                                                                                  • Figure 41: Penetration and frequency of using washing powder/tablets, by demographic sub-group, 2008
                                                                                                                                                                                  • Figure 42: Penetration and frequency of using washing liquids, by demographic sub-group, 2008
                                                                                                                                                                                  • Figure 43: Penetration and frequency of using fabric conditioners, by demographic sub-group, 2008
                                                                                                                                                                                  • Figure 44: Penetration and frequency of using stain removers, by demographic sub-group, 2008
                                                                                                                                                                                  • Figure 45: Penetration of using fabric fresheners, by demographic sub-group, 2008
                                                                                                                                                                              • Appendix – Consumer Attitudes Towards Washing their Clothes

                                                                                                                                                                                    • Figure 46: Attitudes towards washing products, by demographic sub-group, October 2008
                                                                                                                                                                                    • Figure 47: Attitudes towards washing products, by demographic sub-group, October 2008
                                                                                                                                                                                • Appendix – Consumer Purchase Motivation

                                                                                                                                                                                  • Influences on product choice
                                                                                                                                                                                      • Figure 48: Factors that influence choice of clothes washing products, by demographic sub-group, October 2008
                                                                                                                                                                                      • Figure 49: Factors that influence choice of clothes washing products, by demographic sub-group, October 2008
                                                                                                                                                                                    • Environmentally motivated
                                                                                                                                                                                        • Figure 50: Environmentally motivated adults, by demographic sub-group, October 2008
                                                                                                                                                                                    • Appendix – Attitudes Towards Clothes Washing Products

                                                                                                                                                                                        • Figure 51: Attitudes towards clothes washing products, by demographic sub-group, October 2008
                                                                                                                                                                                        • Figure 52: Attitudes towards clothes washing products, by demographic sub-group, October 2008
                                                                                                                                                                                      • Further analysis
                                                                                                                                                                                        • Figure 53: Attitudinal groups, by purchase motivations, October 2008
                                                                                                                                                                                        • Figure 54: Attitudes towards clothes washing products, by attitudinal group, October 2008
                                                                                                                                                                                        • Figure 55: Attitudinal groups, by attitudes towards clothes washing, October 2008
                                                                                                                                                                                        • Figure 56: Attitudinal groups, by demographic sub-group, October 2008

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • ACDOCO Limited
                                                                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                    • Beiersdorf UK Ltd
                                                                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                                                                    • British Skin Foundation
                                                                                                                                                                                    • CACI Limited
                                                                                                                                                                                    • Church & Dwight UK Ltd
                                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                                    • Daily Express
                                                                                                                                                                                    • Daily Star (The)
                                                                                                                                                                                    • Dylon International Limited
                                                                                                                                                                                    • Ecover UK
                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                    • Footprint International Ltd
                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                    • Lidl (UK)
                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                    • Nike
                                                                                                                                                                                    • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                    • Powder and Liquid Products Ltd
                                                                                                                                                                                    • Primark Stores Ltd
                                                                                                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                                                                                                    • Reckitt Benckiser (UK)
                                                                                                                                                                                    • SC Johnson UK
                                                                                                                                                                                    • Somerfield
                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                    • The London Oil Refining Company
                                                                                                                                                                                    • The Sun
                                                                                                                                                                                    • Unilever Plc
                                                                                                                                                                                    • WaterAid
                                                                                                                                                                                    • Wm Morrison Supermarkets
                                                                                                                                                                                    • Yankee Candle Company Inc., The

                                                                                                                                                                                    Clothes Washing Products - UK - January 2009

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