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Fabric Care and Other Washing Ancillaries - UK - November 2017

“Shorter-term attributes such as scent, freshness and softness tend to drive purchase of fabric conditioners, with longer-term attributes such as maintenance of colour or shape seemingly of secondary concern. Re-engaging consumers with caring for treasured clothing rather than relying on quick, cheap replacement could be key in adding value across the whole fabric care category.”

– Richard Hopping, Senior Brand and Household Analyst

This report looks at the following areas:

  • Getting people to care about their clothes
  • Preparing older men for the future

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Fabric care market flatlines
              • Figure 1: Best- and worst-case forecast of UK value sales of fabric care and other washing ancillary products*, 2012-22
            • Companies and brands
              • Comfort coming under pressure
                • Figure 2: Brand shares in fabric conditioners and tumble dryer enhancers, year ending August 2017
              • Vanish affected by trend away from stain removers
                • Figure 3: Brand shares in wash treatments*, year ending August 2017
              • Comfort hit by ironing decline
                • Figure 4: Brand shares in ironing enhancers*, year ending August 2017
              • 2016 sees total product launches slow
                • Figure 5: New product launches in the fabric care and other washing ancillaries* category, % by sub-category, January 2014-September 2017
              • Adspend investment growing to keep pace
                • Figure 6: Total above-the-line, online display and direct mail advertising expenditure on fabric care and other washing ancillary products*, January 2014-September 2017
              • The consumer
                • Women far more responsible for purchasing
                  • Figure 7: Responsibility for buying fabric care products, by gender, August 2017
                • Cost and clothes-buying habits likely to limit use of fabric care products
                  • Figure 8: Fabric care product usage, by gender, August 2017
                • Oil-based stains considered toughest to remove
                  • Figure 9: Most difficult stains to remove from fabrics, August 2017
                • Wool considered tricky, more guidance may be needed on synthetics
                  • Figure 10: Associations of fabric types – Correspondence analysis, August 2017
                • Scent is key to purchase at expense of longer-term attributes
                  • Figure 11: Factors considered most important when buying fabric conditioners, August 2017
                • Fragrance and treated fabrics are NPD areas worth exploring
                  • Figure 12: Attitudes towards fabric care products, August 2017
                • What we think
                • Issues and Insights

                  • Getting people to care about their clothes
                    • The facts
                      • The implications
                        • Preparing older men for the future
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Fabric care market flatlines
                                • Fabric conditioners keeping category stable
                                  • Shopping habits impact upon value sales
                                    • Population and households increasing
                                      • Attitudes towards clothing mean longer-term care is less of a priority
                                      • Market Size and Forecast

                                        • Fabric care market flatlines
                                          • Figure 13: UK retail value sales for fabric care and other washing ancillary products*, at current and constant prices, 2012-22
                                        • A return to slow growth expected
                                          • Figure 14: Best- and worst-case forecast of UK value sales of fabric care and other washing ancillary products*, 2012-22
                                        • Forecast methodology
                                        • Market Segmentation

                                          • Fabric conditioners keeping category stable
                                            • Figure 15: Breakdown of UK retail value sales of fabric care and other washing ancillary products*, by segment, 2015-17
                                          • Fragrance offers opportunity for growth
                                            • Figure 16: UK retail value sales of fabric conditioners, by type, 2015-17
                                          • Stain removers decline
                                            • The impact of Vanish Platinum
                                              • Figure 17: UK retail value sales of wash treatment products, by type, 2015-17
                                          • Channels to Market

                                            • Discounters and online still on the rise
                                              • Tesco revitalised as discount supermarkets reach mass penetration
                                                • Figure 18: UK retail value sales of fabric care and other washing ancillary products*, by outlet type, 2015-17
                                            • Market Drivers

                                              • Number of households set to grow
                                                • Figure 19: UK households, by size, 2012-22
                                              • Ageing population presents opportunity
                                                • Figure 20: Trends in the age structure of the UK population, by gender, 2012-22
                                              • Slowdown in birth rate
                                                • Figure 21: Number of live births in England and Wales, 2001-16
                                              • People starting to feel the financial heat again
                                                • Figure 22: Trends in current financial situation compared to a year ago, July 2011-August 2017
                                              • Opportunity to capitalise on the athleisure boom
                                                • Attitudes towards clothing may mean maintenance is not as important
                                                  • Pressure from stronger laundry detergents
                                                  • Companies and Brands – What You Need to Know

                                                    • Comfort coming under pressure
                                                      • Vanish affected by stain remover shift
                                                        • Launch activity slows
                                                          • Fabric care following gastronomic trends
                                                            • Adspend grows
                                                            • Market Share

                                                              • Different fortunes for leaders in the market
                                                                • Fairy’s sensitivity stimulates sales
                                                                  • Ecover’s ethicality prompts purchase
                                                                    • Figure 23: Brand shares in fabric conditioners and tumble dryer enhancers, years ending August 2016 and 2017
                                                                  • Vanish affected by trend away from stain removers
                                                                    • Figure 24: Reckitt Benckiser’s Vanish Platinum range, 2017
                                                                    • Figure 25: Brand shares in wash treatments*, years ending August 2016 and 2017
                                                                  • Ironing enhancer brands continue to decline
                                                                    • Figure 26: Brand shares in ironing enhancers*, years ending August 2016 and 2017
                                                                • Launch Activity and Innovation

                                                                  • 2016 sees total product launches slow
                                                                    • Figure 27: New product launches in the fabric care and other washing ancillaries* category, % by sub-category, January 2014-September 2017
                                                                  • New product declines significantly
                                                                    • Figure 28: New product launches in the fabric care and other washing ancillaries* category, by launch type, January 2014-September 2017
                                                                    • Figure 29: Examples of new product launches in the fabric care category, 2016
                                                                  • Range extensions and new packaging make up high proportion of NPD
                                                                    • Figure 30: Examples of new packaging launches in the fabric care category, 2016-17
                                                                  • Big two remain largest companies
                                                                    • Figure 31: Examples of Procter & Gamble launches under the Lenor brand, 2016-17
                                                                    • Figure 32: New product launches in the fabric care and other washing ancillaries* category, by top ultimate companies in 2016, January 2014-September 2017
                                                                  • Own-label launches tapping into category trends
                                                                    • Figure 33: New product launches in the fabric care and other washing ancillaries* category, own-label vs branded, January 2014-September 2017
                                                                    • Figure 34: Examples of own-label in-wash booster launches, 2016-17
                                                                  • Fabric care following gastronomic trends
                                                                    • Figure 35: Examples of vegan launches in fabric care, 2016-17
                                                                  • Odour-neutralising claims fall
                                                                    • Figure 36: Leading claims in the fabric care and other washing ancillaries* category, by top claims for 2016, 2015 and 2016
                                                                  • Floral fragrances continue to dominate
                                                                    • Universal fragrances show signs of growth in 2017
                                                                      • Figure 37: Leading fragrances in the fabric care and other washing ancillaries category*, based on top fragrance component groups for 2016, January 2014-September 2017
                                                                  • Advertising and Marketing Activity

                                                                    • Adspend investment growing to keep pace
                                                                      • Figure 38: Total above-the-line, online display and direct mail advertising expenditure on fabric care and other washing ancillary products*, January 2014-September 2017
                                                                    • Stain removers and fabric conditioners get a boost
                                                                      • Figure 39: Total above-the-line, online display and direct mail advertising expenditure on fabric care products*, by sub-category, January 2014-September 2017
                                                                    • RB increases spend on Vanish
                                                                      • Figure 40: Vanish tip video: How to remove a greasy stain, February 2017
                                                                    • P&G and Unilever both boost adspend
                                                                      • Figure 41: Lenor Inspired by Nature, 2017
                                                                      • Figure 42: Comfort Intense Perfume Pearls, March 2017
                                                                      • Figure 43: Total above-the-line, online display and direct mail advertising expenditure on fabric care products*, by advertiser, January 2015-September 2017
                                                                    • Focusing on the premium consumer
                                                                      • Figure 44: Total above-the-line, online display and direct mail advertising expenditure on fabric care products*, by media type, January 2014-September 2017
                                                                    • Nielsen Ad Intel coverage
                                                                    • The Consumer – What You Need to Know

                                                                      • Brands could benefit by encouraging older men to get involved
                                                                        • More functional products put washing ancillaries under pressure
                                                                          • Oil-based stains are considered most difficult
                                                                            • Wool has a tricky reputation
                                                                              • Long-term fabric conditioner benefits are of secondary concern
                                                                                • Fragrance still an NPD area worth exploring
                                                                                • Fabric Care Buying Responsibility

                                                                                  • Women far more responsible for purchasing
                                                                                    • Figure 45: Responsibility for buying fabric care products, by gender, August 2017
                                                                                  • A need to engage older men as well as younger
                                                                                    • Figure 46: Responsibility for buying fabric care products, by gender and age, August 2017
                                                                                • Fabric Care Product Usage

                                                                                  • Cost likely to limit range of fabric care products used
                                                                                    • Figure 47: Fabric care product usage, by gender, August 2017
                                                                                  • Less due care and attention on clothing influences usage
                                                                                    • Added pressure from more powerful detergents
                                                                                      • Parents more likely to use fabric care products
                                                                                        • Figure 48: Fabric care product usage, by parental status, August 2017
                                                                                      • Household size also an issue
                                                                                        • Figure 49: Usage of washing machine cleaner and antibacterial in-wash laundry cleanser in the last 6 months, by household size, August 2017
                                                                                    • Most Difficult Stains to Remove from Fabrics

                                                                                      • Oil-based stains considered toughest to remove
                                                                                        • Figure 50: Most difficult stains to remove from fabrics, August 2017
                                                                                      • Shifting technology habits impact upon difficult stains
                                                                                        • Figure 51: Most difficult stains to remove from fabrics (any rank), by generation, August 2017
                                                                                      • Parents more likely to struggle with grass/mud
                                                                                        • Figure 52: Most difficult stains to remove from fabrics (any rank), by parental status, August 2017
                                                                                      • Targeting people and lifestyles
                                                                                      • Associations of Fabric Types

                                                                                        • Gap in the market for wool products
                                                                                          • Figure 53: Associations of fabric types – Correspondence analysis, August 2017
                                                                                          • Figure 54: Stain remover launches suitable for wool, 2015-16
                                                                                        • Cotton likely to be a go-to fabric
                                                                                          • Consumers may need more guidance on different types of synthetics
                                                                                            • Figure 55: Perceptions of fabric types, August 2017
                                                                                        • Important Purchase Factors of Fabric Conditioners

                                                                                          • Scent is key to purchase
                                                                                            • Figure 56: Factors considered most important when buying fabric conditioners, August 2017
                                                                                          • Giving shoppers easier access to fragrance trial
                                                                                            • Long-term benefits are of secondary focus
                                                                                              • Sensitive formulations may become more appealing
                                                                                                • Ironing takes more of a backseat in wake of reducing formality
                                                                                                • Attitudes towards Fabric Care

                                                                                                  • Fragrance still an NPD area worth exploring
                                                                                                    • Figure 57: Attitudes towards fabric care products, August 2017
                                                                                                  • Efficacy of separate products may remove cost barrier
                                                                                                    • Scope to increase athleisure focus
                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                        • Abbreviations
                                                                                                          • Consumer research methodology
                                                                                                          • Appendix – Market Size and Forecast

                                                                                                              • Figure 58: Best- and worst-case forecast of UK value sales of fabric conditioners and tumble dryer enhancers, 2012-22
                                                                                                              • Figure 59: UK retail value sales of fabric conditioners and tumble dryer enhancers, at current and constant prices, 2012-22
                                                                                                              • Figure 60: Best- and worst-case forecast of UK value sales of wash treatments, 2012-22
                                                                                                              • Figure 61: UK retail value sales of wash treatments, at current and constant prices, 2012-22
                                                                                                              • Figure 62: Best- and worst-case forecast of UK value sales of ironing enhancers, 2012-22
                                                                                                              • Figure 63: UK retail value sales of ironing enhancers, at current and constant prices, 2012-22
                                                                                                            • Forecast methodology

                                                                                                            Companies Covered

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

                                                                                                            Fabric Care and Other Washing Ancillaries - UK - November 2017

                                                                                                            US $2,648.76 (Excl.Tax)