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Fabric Care - Europe - August 2011

GNPD includes four GNPD sub-categories: bleach/fabric brighteners; fabric fresheners/moth repellents; ironing aids; and stain/spot removal products.

  • Bleach and fabric brighteners include all fabric bleach and detergent boosters which are designed to add brightness without bleaching and are used in the wash in addition to detergents.
  • Fabric fresheners and moth repellents include all products intended to refresh and revive fabrics/clothes between uses and while in storage. It includes fabric-freshener sprays, fabric deodorisers, fragranced sachets for drawers and wardrobes, linen sprays and aromatherapy linen sprays and moth repellents for fabrics/clothes.
  • Ironing aids include all non-washing machine ironing aids that make ironing easier, including starch and fragranced ironing waters.

Market size and segmentation includes: wash treatments, comprising stain removers, whiteners, colour run preventers/removers; fabric fresheners, comprising clothing and upholstery fresheners; and ironing enhancers, which covers ironing water and starch.

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Retail value sales of fabric care products in the Big 5 European countries, €m, 2006-15
                • Stain removers drive growth and lead NPD activity
                  • Fabric fresheners have proved less successful, while ironing aids and whiteners have declined
                    • Strength and weaknesses in brief
                      • Strengths
                        • Market opportunities
                          • Weaknesses
                            • Companies, brands and innovation
                              • Leading detergent brands moving into fabric care
                                • Eco-friendly leads new product claims
                                  • Figure 2: New product activity in fabric care, % share by top five claims in the Big 5 European countries, 2010
                                • Mixed prospects due to slow economic recovery
                                  • The consumer
                                    • Penetration and usage frequency still low in the Big 5
                                      • Success depends on clear positioning and stimulating regular use
                                      • European Market Size and Forecast

                                        • Key points
                                          • The Big 5
                                            • France
                                              • Figure 3: France retail value sales of fabric care products, 2006-15
                                            • Germany
                                              • Figure 4: Germany retail value sales of fabric care products, 2006-15
                                            • Italy
                                              • Figure 5: Italy retail value sales of fabric care products, 2006-15
                                            • Spain
                                              • Figure 6: Spain retail value sales of fabric care products, 2006-15
                                            • UK
                                              • Figure 7: UK retail value sales of fabric care products, 2006-15
                                          • Market Segmentation

                                            • Key points
                                              • France
                                                • Figure 8: France retail value sales of fabric care products, by segment, 2010
                                              • Germany
                                                • Figure 9: Germany retail value sales of fabric care products, by segment, 2010
                                              • Italy
                                                • Figure 10: Italy retail value sales of fabric care products, by segment, 2010
                                              • Spain
                                                • Figure 11: Spain retail value sales of fabric care products, by segment, 2010
                                              • UK
                                                • Figure 12: UK retail value sales of fabric care products, by segment, 2010
                                            • Companies and Product Innovation

                                              • Key points
                                                  • Figure 13: New product activity in fabric care, % share of global region, 2010
                                                  • Figure 14: New product activity in fabric care, Europe, % share by country, Top ten countries, 2010
                                                  • Figure 15: New product activity in fabric care, % share by category, by country, Big 5, 2010
                                                  • Figure 16: New product activity in fabric care, % share by top five claims in the Big 5 European countries, 2010
                                                • France
                                                  • Figure 17: New product activity in fabric care, % share of new product launches, France, 2007-10
                                                  • Figure 18: New product activity in fabric care, % share by claim, France, top five, 2007-10
                                                • Most innovative products
                                                  • Ethical/eco-friendly claim dominates recent NPD
                                                    • Efficiency at low temperatures
                                                      • Recent flu epidemics move hygiene to the top of the agenda
                                                        • Efforts to rejuvenate the ironing aids category
                                                          • Germany
                                                            • Figure 19: New product activity in fabric care, % share of new product launches, Germany, 2007-10
                                                            • Figure 20: New product activity in fabric care, % share by claim, Germany, top five, 2007-10
                                                          • Most innovative products
                                                            • Green credentials also lead in Germany
                                                              • Rising activity in fabric fresheners
                                                                • Multi-purpose stain removers for cash-strapped consumers
                                                                  • Special products for people with sensitive skin
                                                                    • Colour catchers are getting more efficient
                                                                      • Italy
                                                                        • Figure 21: New product activity in fabric care, % share of new product launches, Italy, 2007-10
                                                                        • Figure 22: New product activity in fabric care, % share by claim, Italy, top five, 2007-10
                                                                      • Most innovative products
                                                                        • Focus on fabric fresheners
                                                                          • More value for money
                                                                            • Anti-bacterial protection for stain removers
                                                                              • Keeping whites white is important in Italy
                                                                                • Fragrance is top priority
                                                                                  • Spain
                                                                                    • Figure 23: New product activity in fabric care, % share of new product launches, Spain, 2007-10
                                                                                    • Figure 24: New product activity in fabric care, % share by claim, Spain, top five, 2007-10
                                                                                  • Most innovative products
                                                                                    • Numerous novelties in bleaches, whiteners and wash boosters
                                                                                      • Fabric fresheners focus on odour removal and fragrance
                                                                                        • Reducing the environmental impact
                                                                                          • UK
                                                                                            • Figure 25: New product activity in fabric care, % share of new product launches, UK, 2007-10
                                                                                            • Figure 26: New product activity in fabric care, % share by claim, UK, top five, 2007-10
                                                                                          • Most innovative products
                                                                                            • New range of stain removers
                                                                                              • Enhancing laundry hygiene
                                                                                                • Competing on green credentials
                                                                                                  • A surge of activity in fabric fresheners and brighteners/colour protectors
                                                                                                  • The Consumer – Stain Removers

                                                                                                    • Key points
                                                                                                      • France
                                                                                                          • Figure 27: Use stain removers, by demographics, France, 2010
                                                                                                        • Germany
                                                                                                            • Figure 28: Frequency of use of stain removers, by demographics, Germany, 2010
                                                                                                          • Spain
                                                                                                              • Figure 29: Frequency of use of stain removers, by demographics, Spain, 2010
                                                                                                            • GB
                                                                                                                • Figure 30: Frequency of use of stain removers, by demographics, GB, 2010
                                                                                                            • The Consumer – Exclusive Consumer Research

                                                                                                              • Key points
                                                                                                                  • Figure 31: Attitudes towards special offers and price promotions on laundry products, March 2011
                                                                                                                • Demographics
                                                                                                                • Appendix – Demographic Data

                                                                                                                    • Figure 32: Most popular agreement with the statements on laundry products, by demographics, UK, March 2011
                                                                                                                    • Figure 33: Next most popular agreement with the statements on laundry products, by demographics, UK, March 2011
                                                                                                                    • Figure 34: Most popular agreement with the statements on laundry products, by demographics, France, March 2011
                                                                                                                    • Figure 35: Next most popular agreement with the statements on laundry products, by demographics, France, March 2011
                                                                                                                    • Figure 36: Other agreement with the statements on laundry products, by demographics, France, March 2011
                                                                                                                    • Figure 37: Most popular agreement with the statements on laundry products, by demographics, Germany, March 2011
                                                                                                                    • Figure 38: Next most popular agreement with the statements on laundry products, by demographics, Germany, March 2011
                                                                                                                    • Figure 39: Most popular agreement with the statements on laundry products, by demographics, Spain, March 2011
                                                                                                                    • Figure 40: Next most popular agreement with the statements on laundry products, by demographics, Spain, March 2011
                                                                                                                    • Figure 41: Other agreement with the statements on laundry products, by demographics, Spain, March 2011
                                                                                                                    • Figure 42: Most popular agreement with the statements on laundry products, by demographics, Italy, March 2011
                                                                                                                    • Figure 43: Next most popular agreement with the statements on laundry products, by demographics, Italy, March 2011

                                                                                                                Companies Covered

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

                                                                                                                Fabric Care - Europe - August 2011

                                                                                                                £1,407.00 (Excl.Tax)