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Fabric Care - UK - August 2011

  • Stain removers that remove stains and include both pre-wash and in-wash products in powder, liquid, gel, tablet and spray format (eg Vanish).
  • Whiteners and colour care products used with laundry detergents for helping to maintain the brightness of colours and whiteness of whites without bleaching. This includes colour run preventers and colour run removers.
  • Fabric fresheners intended to refresh and revive clothes between washes and clothing that has been in storage, including fabric freshener sprays and fragranced sachets (eg Febreze). This also includes products for freshening upholstery.
  • Ironing aids that include products for ironing such as fragranced ironing waters and starch liquids or sprays.

Excluded

  • Main wash laundry detergents offered to the consumer in a range of product formats, including: powders, liquids, gels, tablets and capsules/liquid tablets. This includes standard and concentrated, biological, non-biological, two-in-one and ‘colour’ products.
  • Special wash detergents that includes detergents for hand washing and delicate fabrics.
  • Rinse conditioners used in addition to laundry detergents in order to soften, freshen and/or make drying and ironing easier, and available as standard and concentrated liquids.
  • Tumble dry enhancers offered as fragrance-impregnated sheets that are designed for use in tumble dryers (eg Bounce).
  • Water softeners that are used for preventing the build-up of limescale in washing machines and washers/dryers (eg Calgon).
  • Laundry products sold in launderettes are excluded from the market sizing of this report.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast UK retail sales of fabric care products*, 2006-16
            • Solid growth in sales of fabric care products
              • Ariel launch boosts stain removers market
                • Sales of ironing enhancers in decline
                  • Market factors
                    • Regularity of clothes washing drives demand
                      • Figure 2: Frequency of doing the laundry and ironing, November 2010
                    • Consumers want to make their clothes last
                      • Growth in household numbers and child population
                        • Companies, brands and innovation
                          • Vanish faces increased competition
                            • Stain removers lead NPD activity
                              • Reckitt Benckiser leads advertising
                                • The consumer
                                  • More than half of consumers use stain removers
                                    • Only a minority use ironing aids and whiteners
                                      • Figure 3: Usage of fabric care products, June 2011
                                    • Wide range of factors important
                                      • Figure 4: Factors important when choosing stain removers, June 2011
                                    • More advice needed on removing stains
                                      • Figure 5: Attitudes towards stain removers, June 2011
                                    • Saving money by better caring for clothes
                                      • Figure 6: Agreement with statements about caring for clothes, June 2011
                                    • What we think
                                    • Issues in the Market

                                        • Is there room to increase usage of fabric care products?
                                          • How much can brands target the removal of specific stains?
                                            • Do consumers want the same product features as for detergents?
                                              • How much do added benefits appeal for stain removers?
                                                • Do consumers need more advice on getting rid of stains?
                                                  • How can fabric care products be marketed as saving money?
                                                  • Future Opportunities

                                                      • Trend: Many Mes
                                                        • Trend: Survival Skills
                                                        • Internal Market Environment

                                                          • Key points
                                                            • Regularity of clothes washing drives demand
                                                              • Figure 7: Frequency of doing the laundry and ironing, November 2010
                                                            • Vast majority of homes have a washing machine
                                                              • Figure 8: Trends in ownership of laundry appliances and irons, 2006-10
                                                            • Desire to be green but not at any price
                                                              • Figure 9: Attitudes towards the environment and recycling, 2006-10
                                                            • Help with removing grass and mud stains
                                                              • Figure 10: Trends in selected sports/activities played or taken part in regularly, 2006-10
                                                            • Sensitive skin a factor in product choice
                                                              • Figure 11: Trends in complaints suffered from in the last 12 months, 2006-10
                                                            • Helping people care for their clothes
                                                              • Figure 12: Trends in attitudes towards clothing, 2006-10
                                                            • Lifestyle factors have an influence
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Growth in household numbers will help drive demand
                                                                  • Figure 13: UK households, by size, 2006-16
                                                                • More children and more stains on clothing
                                                                  • Figure 14: Trends in the age structure of the UK population, 2006-16
                                                                • More skilled manual workers could mean more dirty work clothes
                                                                  • Figure 15: Forecast adult population trends, by socio-economic group, 2006-16
                                                                • Increase in number of people struggling financially
                                                                  • Figure 16: Trends in how respondents would describe their financial situation, February 2009-June 2011
                                                                  • Figure 17: Trends in the impact of the economic downturn on consumers, February 2009-June 2011
                                                                  • Figure 18: Trends in consumer sentiment for the coming year, February 2009-June 2011
                                                              • Strengths and Weaknesses in the Market

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Stain removers lead NPD activity
                                                                        • Figure 19: Number of new product launches in the UK fabric care market*, by sub-category, 2008-11
                                                                        • Figure 20: Number of new product launches in the UK fabric care market*, % share by own-label/branded, 2008-11
                                                                      • Ariel enters stain removers during 2010
                                                                        • Figure 21: Number of new product launches in the UK fabric care market*, by company, 2008-11
                                                                      • Ethical issues top new product claims
                                                                        • Figure 22: Number of new product launches in the UK fabric care market*, % share by claims, 2008-11
                                                                      • Innovation continues to drive new activity
                                                                        • Figure 23: Number of new product launches in the UK fabric care market*, % share by launch type, 2008-11
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Fabric care outperforms total market
                                                                          • Figure 24: Comparison of fabric care products* with other household care markets, 2008-10
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Fabric care weathers the economic downturn
                                                                            • Figure 25: UK retail value sales of fabric care products*, 2006-16
                                                                          • The future
                                                                            • Figure 26: UK best- and worst-case forecast sales of fabric care products*, 2006-16
                                                                          • Forecast methodology
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Stain removers drives market growth
                                                                                • Figure 27: UK retail value sales of fabric care products, by segment, 2006-11
                                                                                • Figure 28: Breakdown of UK retail value sales of fabric care products, by segment, 2011
                                                                            • Market Share

                                                                              • Key points
                                                                                • Ariel makes big entry into market
                                                                                  • Figure 29: Estimated UK retail value sales of wash treatment products and ironing enhancers*, 2010
                                                                              • Companies and Products

                                                                                • Acdoco
                                                                                    • Figure 30: New product launches by Acdoco in the UK fabric care market, Jan 2010-June 2011
                                                                                  • Ecover
                                                                                      • Figure 31: New product launches by Ecover in the UK fabric care market, Jan 2010-June 2011
                                                                                    • Procter & Gamble
                                                                                        • Figure 32: New product launches by P&G in the UK fabric care market, Jan 2010-June 2011
                                                                                      • Reckitt Benckiser (RB)
                                                                                          • Figure 33: New product launches by Reckitt Benckiser in the UK fabric care market, Jan 2010-June 2011
                                                                                        • Spotless Punch
                                                                                            • Figure 34: New product launches by Spotless Punch in the UK fabric care market, Jan 2010-June 2011
                                                                                          • Bio-tex
                                                                                            • Star Brands Ltd
                                                                                              • Other companies
                                                                                              • Brand Communication and Promotion

                                                                                                • Key points
                                                                                                  • Ariel entry increases total advertising
                                                                                                    • Figure 35: Main media advertising expenditure on stain removers/whiteners and fabric treatment and dyes, 2007-11
                                                                                                  • Vanish accounts for majority of advertising
                                                                                                    • Figure 36: Main media advertising expenditure on stain removers/whiteners and fabric treatment and dyes, by leading advertisers, 2007-10
                                                                                                  • Increased spending on Colour Catcher
                                                                                                    • TV advertising dominates total spending
                                                                                                      • Figure 37: Main media advertising expenditure on stain removers/whiteners and fabric treatment and dyes, % share by media type, 2007-10
                                                                                                  • Channels to Market

                                                                                                    • Key points
                                                                                                      • Leading grocery stores dominate distribution
                                                                                                        • Figure 38: Retail distribution of fabric care products*, 2008-10
                                                                                                      • Discount stores increase high street presence
                                                                                                      • Consumer Usage and Frequency

                                                                                                        • Key points
                                                                                                          • More than half of adults use stain removers
                                                                                                              • Figure 39: Trends in usage of stain removers in the last 12 months, 2006-10
                                                                                                              • Figure 40: Trends in frequency of using stain removers (including pre-wash), 2006-10
                                                                                                            • Room to increase usage of fabric care products
                                                                                                                • Figure 41: Purchasing and usage of fabric care products, June 2011
                                                                                                                • Figure 42: Usage of fabric care products, June 2011
                                                                                                              • Large numbers use products infrequently
                                                                                                                  • Figure 43: Frequency of using fabric care products in home, June 2011
                                                                                                                • One in five use six or more fabric care products
                                                                                                                    • Figure 44: Number of different types of fabric care product used, June 2011
                                                                                                                • Factors Influencing Choice

                                                                                                                  • Key points
                                                                                                                    • Wide range of factors important to consumers
                                                                                                                      • Figure 45: Importance of factors influencing choice of stain removers, June 2011
                                                                                                                      • Figure 46: Factors important when choosing stain removers, June 2011
                                                                                                                    • Format of product a lower priority
                                                                                                                      • Suitability for a range of needs
                                                                                                                        • Getting rid of stains on delicate fabrics
                                                                                                                          • Combined benefits have significant appeal
                                                                                                                          • Attitudes Towards Stain Removers

                                                                                                                            • Key points
                                                                                                                              • Some stubborn stains beyond stain removers
                                                                                                                                • Figure 47: Agreement with statements on removing stains from clothing, June 2011
                                                                                                                                • Figure 48: Any agreement with statements on removing stains from clothing, June 2011
                                                                                                                              • Consumers looking for more online advice
                                                                                                                                • Laundry detergents do the job most of the time
                                                                                                                                  • Three in ten not convinced by stain removers
                                                                                                                                  • Attitudes Towards Caring for Clothes

                                                                                                                                    • Key points
                                                                                                                                      • Separate clothes washes the answer for most people
                                                                                                                                        • Figure 49: Attitudes towards caring for clothes, June 2011
                                                                                                                                        • Figure 50: Any agreement with statements on caring for clothes, June 2011
                                                                                                                                      • Delaying replacement through colour care
                                                                                                                                        • Weighing up the alternatives to dry cleaning
                                                                                                                                        • Target Groups

                                                                                                                                          • Key points
                                                                                                                                              • Figure 51: Target groups for fabric care products, June 2011
                                                                                                                                            • Demanding Machine Washers (21%)
                                                                                                                                              • Demographic characteristics
                                                                                                                                                • Purchasing patterns and other characteristics
                                                                                                                                                  • Budget Conscious (29%)
                                                                                                                                                    • Demographic characteristics
                                                                                                                                                      • Purchasing patterns and other characteristics
                                                                                                                                                        • Careful Dry Cleaners (27%)
                                                                                                                                                          • Demographic characteristics
                                                                                                                                                            • Purchasing patterns and other characteristics
                                                                                                                                                              • Not Too Bothered (23%)
                                                                                                                                                                • Demographic characteristics
                                                                                                                                                                  • Purchasing patterns and other characteristics
                                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                                      • Figure 52: Ownership of laundry appliances and irons, by demographics, 2010
                                                                                                                                                                      • Figure 53: Environmental credentials, by demographics, 2010
                                                                                                                                                                      • Figure 54: Selected sports/activities played or taken part in regularly, by demographics, 2010
                                                                                                                                                                      • Figure 55: Complaints suffered from in the last 12 months, by demographics, 2010
                                                                                                                                                                      • Figure 56: Attitudes towards clothing, by demographics, 2010
                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                      • Figure 57: Best case/worst case forecast for UK retail sales of fabric care products*, at current prices, 2011-16
                                                                                                                                                                  • Appendix – Consumer Usage and Frequency

                                                                                                                                                                      • Figure 58: Usage of stain removers, by demographics, 2010
                                                                                                                                                                      • Figure 59: Frequency of using stain removers (including pre-wash), by demographics, 2010
                                                                                                                                                                      • Figure 60: Purchasing and usage of pre-wash stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 61: Purchasing and usage of in-wash stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 62: Purchasing and usage of colour run removers/preventers (eg colour catcher sheets), by demographics, June 2011
                                                                                                                                                                      • Figure 63: Purchasing and usage of whiteners, by demographics, June 2011
                                                                                                                                                                      • Figure 64: Purchasing and usage of fabric fresheners (eg febreze), by demographics, June 2011
                                                                                                                                                                      • Figure 65: Purchasing and usage of ironing water, by demographics, June 2011
                                                                                                                                                                      • Figure 66: Purchasing and usage of fabric care starch liquids or sprays, by demographics, June 2011
                                                                                                                                                                      • Figure 67: Frequency of usage of pre-wash stain removers in home, by demographics, June 2011
                                                                                                                                                                      • Figure 68: Frequency of usage of in-wash stain removers in home, by demographics, June 2011
                                                                                                                                                                      • Figure 69: Frequency of usage of colour run removers/preventers (eg colour catcher sheets) in home, by demographics, June 2011
                                                                                                                                                                      • Figure 70: Frequency of usage of whiteners in home, by demographics, June 2011
                                                                                                                                                                      • Figure 71: Frequency of usage of fabric fresheners (eg Febreze) in home, by demographics, June 2011
                                                                                                                                                                      • Figure 72: Frequency of usage of ironing water in home, by demographics, June 2011
                                                                                                                                                                      • Figure 73: Usage of fabric care products, by repertoire of fabric care products usage, June 2011
                                                                                                                                                                      • Figure 74: Repertoire of fabric care products usage, by demographics, June 2011
                                                                                                                                                                  • Appendix – Factors Influencing Choice

                                                                                                                                                                      • Figure 75: Importance of factor ‘Type (eg powder/gel/spray)’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 76: Importance of factor ‘Removes the toughest stains’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 77: Importance of factor ‘Scent/fragrance’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 78: Importance of factor ‘Includes whitener’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 79: Importance of factor ‘Concentrated formula’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 80: Importance of factor ‘Suitable for sensitive skin’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 81: Importance of factor ‘Eliminates odours’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 82: Importance of factor ‘Includes colour run preventers/removers’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 83: Importance of factor ‘Works well at low temperatures’ influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 84: Importance of factor ‘Suitable for delicate fabrics (eg wool, silk)’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 85: Importance of factor ‘Suitable for colours and whites’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 86: Importance of factor ‘Stain removers for specific stains (eg wine, pen)’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 87: Importance of factor ‘Ingredients that are kinder to the environment’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                      • Figure 88: Importance of factor ‘Kills germs’ in influencing choice of stain removers, by demographics, June 2011
                                                                                                                                                                  • Appendix – Attitudes Towards Stain Removers

                                                                                                                                                                      • Figure 89: Agreement with statements ‘Combining use of stain removers pre-wash and in-wash is most effective’ and ‘It is impossible to get rid of some stains however hard you try’, by demographics, June 2011
                                                                                                                                                                      • Figure 90: Agreement with statements ‘I would like more online advice on how best to get rid of particular stains’ and ‘I would like telephone advice on how to best get rid of particular stains’, by demographics, June 2011
                                                                                                                                                                      • Figure 91: Agreement with statements ‘Laundry detergents get rid of most stains’ and ‘laundry detergents have got better at removing tougher stains’, by demographics, June 2011
                                                                                                                                                                      • Figure 92: Agreement with statements ‘Washing on a higher temperature usually gets rid of most stains’ and ‘I think stain removers have too many powerful chemicals’, by demographics, June 2011
                                                                                                                                                                      • Figure 93: Agreement with statement ‘Stain removers are an expensive product I can do without’, by demographics, June 2011
                                                                                                                                                                  • Appendix – Attitudes Towards Caring for Clothes

                                                                                                                                                                      • Figure 94: Agreement with statements ‘If items of clothing lose their colour or whiteness it is just time to replace them’ and ‘I try my best to keep white items of clothing white and coloured items bright to delay replacement’, by demographics, June 2011
                                                                                                                                                                      • Figure 95: Agreement with statements ‘I am taking better care of my clothes these days to save money on having to buy new clothes’ and ‘Fabric fresheners are good for clothes that are difficult to wash (eg suits)’, by demographics, June 2011
                                                                                                                                                                      • Figure 96: Agreement with statements ‘I buy inexpensive clothing so I don’t worry too much about stains or colours running/fading’ and ‘Dry cleaning is the best way to take care of more expensive clothing items’, by demographics, June 2011
                                                                                                                                                                      • Figure 97: Agreement with statements ‘Hand washing is the best way to take care of more expensive clothing items’ and ‘Washing colours and whites separately helps to maintain colour and whiteness’, by demographics, June 2011
                                                                                                                                                                      • Figure 98: Agreement with statements ‘‘Colour’ laundry detergents are better than other detergent for maintaining the colour of clothing’ and ‘I am dry cleaning fewer clothes to save money’, by demographics, June 2011
                                                                                                                                                                  • Appendix – Target Groups

                                                                                                                                                                      • Figure 99: Target groups, by demographics, June 2011
                                                                                                                                                                      • Figure 100: Any usage of fabric care products, by target groups, June 2011
                                                                                                                                                                      • Figure 101: Personal usage of fabric care products, by target groups, June 2011
                                                                                                                                                                      • Figure 102: Factors important in influencing choice of stain removers, by target groups, June 2011
                                                                                                                                                                      • Figure 103: Agreement with statements on removing stains from clothing, by target groups, June 2011
                                                                                                                                                                      • Figure 104: Agreement with statements on caring for clothes, by target groups, June 2011

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • 99p Stores Ltd
                                                                                                                                                                  • ACDOCO Limited
                                                                                                                                                                  • Challs Ltd.
                                                                                                                                                                  • Council of Mortgage Lenders
                                                                                                                                                                  • Dylon International Limited
                                                                                                                                                                  • Ecover UK
                                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                                  • Punch Industries
                                                                                                                                                                  • Reckitt Benckiser (UK)
                                                                                                                                                                  • Sara Lee (UK)
                                                                                                                                                                  • SC Johnson UK
                                                                                                                                                                  • Spotless Group Ltd
                                                                                                                                                                  • Spotless Punch Limited
                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                  • The London Oil Refining Company
                                                                                                                                                                  • TJ Morris Ltd
                                                                                                                                                                  • Unilever Plc
                                                                                                                                                                  • Wilkinson Hardware Stores Ltd

                                                                                                                                                                  Fabric Care - UK - August 2011

                                                                                                                                                                  £1,750.00 (Excl.Tax)