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Fabric Care - UK - August 2012

“With a decline in sales seen over the last year, fabric care brands need to look at a variety of different angles for creatively promoting usage of their products. A variety of themes could be used to prove the effectiveness of products, including getting rid of stains from and freshening clothing and footwear used in different working or leisure environments, including items used when playing sports.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • How can manufacturers grow the size of the fabric care market?
  • What themes could be used in marketing to help maximise sales?
  • How big an issue is the environment in the market?
  • In what ways can more information and advice help the market?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK sales of fabric care products*, 2007-17
            • Dip in total sales of fabric care products
              • Stain removers account for most of the decline
                • Figure 2: UK retail value sales of fabric care products, by type, 2011
              • Market factors
                • Need to increase frequency of usage
                  • Figure 3: Frequency of doing laundry tasks at home, September/October 2011
                • More households but double-dip recession
                  • Companies, brands and innovation
                    • Vanish has strong lead in fabric care market
                      • Figure 4: Brands’ value shares in fabric care products, 2011
                    • Reckitt Benckiser leads new product launches
                      • Figure 5: New product launches in the UK fabric care market, % share by sector, 2011
                    • Vanish by far the most heavily supported brand
                      • The consumer
                        • Majority of homes use stain removers but not that frequently
                          • Figure 6: Use of fabric care products in the home, April 2012
                        • Focus on removing a variety of tough stains
                          • Figure 7: Most important factors influencing choice of stain removers, April 2012
                        • Majority see the need for separate stain removers
                          • Figure 8: Attitudes towards stain removers and laundry detergents, April 2012
                        • Concerns about using stain removers on certain fabrics
                          • Figure 9: Attitudes towards removing stains and getting advice on stain removal, April 2012
                        • Enthusiasm for keeping clothes looking good and smelling fresh
                          • Figure 10: Any agreement with statements about caring for clothes, April 2012
                        • What we think
                        • Issues in the Market

                            • How can manufacturers grow the size of the fabric care market?
                              • What themes could be used in marketing to help maximise sales?
                                • How big an issue is the environment in the market?
                                  • In what ways can more information and advice help the market?
                                    • What opportunities are there for marketing fresheners for clothes
                                    • Trend Application

                                        • Trend: Attention Economy
                                          • Trend: Prepare for the Worst
                                            • 2015 Trend: Access Anything, Anywhere
                                            • Internal Market Environment

                                              • Key points
                                                • Clothes washing more regular than use of stain removers
                                                  • Figure 11: Frequency of doing laundry tasks at home, September/October 2011
                                                • Ownership of washing appliances almost universal
                                                  • Figure 12: Trends in ownership of laundry appliances and irons, 2007-11
                                                • Less willingness to pay more to be environmentally friendly
                                                  • Figure 13: Attitudes towards the environment and recycling, 2007-11
                                                • Removing stains from and freshening sports clothing
                                                  • Figure 14: Trends in selected sports/activities played or taken part in regularly, 2007-11
                                                • Significant demand for skin-friendly products
                                                  • Figure 15: Trends in complaints suffered from in the last 12 months, 2007-11
                                                • Getting rid of odours from clothing
                                                  • Figure 16: Trends in attitudes towards clothing, 2007-11
                                                • Recent legislation, labelling and packaging laws
                                                  • UK Sustainable Cleaning logo initiatives
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Growth in number of households
                                                        • Figure 17: UK households, by size, 2007-17
                                                      • More people equals more stains
                                                        • Figure 18: Trends in the age structure of the UK population, 2007-17
                                                      • Freshening clothes and furnishings from unpleasant smells
                                                        • Figure 19: Trends in pet ownership and smoking, 2007-11
                                                      • UK in double-dip recession
                                                        • Figure 20: GDP quarterly percentage change, Q1 2004-Q1 2012
                                                    • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Stain removers take largest share of new launches
                                                              • Figure 21: Number of new product launches in the UK fabric care market*, by sub-category, 2009-12
                                                              • Figure 22: Number of new product launches in the UK fabric care market*, % share by own-label/branded, 2009-12
                                                            • P&G increases competition in treatment of stains
                                                              • Figure 23: Number of new product launches in the UK fabric care market*, by company, 2009-12
                                                            • Bigger focus on removing odours
                                                              • Figure 24: Number of new product launches in the UK fabric care market*, % share by claims, 2009-12
                                                            • New product and range extension dominate
                                                              • Figure 25: Number of new product launches in the UK fabric care market*, % share by launch type, 2009-12
                                                          • Competitive Context

                                                            • Key points
                                                              • Small underperformance for fabric care
                                                                • Figure 26: Comparison of fabric care products with other household care markets, 2006-11
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Recent slump in sales of fabric care products
                                                                  • Figure 27: UK retail value sales and forecast of fabric care products*, 2007-17
                                                                • The future
                                                                  • Figure 28: Best- and worst-case forecast of UK sales of fabric care products*, 2007-17
                                                                • Forecast methodology
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Decline in sales of wash treatment products
                                                                      • Figure 29: UK retail value sales of fabric care products, by sector, 2007-12
                                                                      • Figure 30: UK retail value sales of fabric care products, % share by sector, 2012
                                                                  • Market Share

                                                                    • Key points
                                                                      • Vanish dominates the stain removers market
                                                                        • Figure 31: Brands’ value shares in fabric care products *, 2011
                                                                      • Colour Catcher leads in colour protection segment
                                                                      • Companies and Products

                                                                        • Acdoco
                                                                          • Ecover
                                                                            • Procter & Gamble
                                                                                • Figure 32: New product launches by P&G in the UK fabric care market, July 2011-July 2012
                                                                              • Reckitt Benckiser (RB)
                                                                                  • Figure 33: New product launches by Reckitt Benckiser in the UK fabric care market, July 2011-July 2012
                                                                                • Spotless Punch
                                                                                    • Figure 34: New product launches by Spotless Punch in the UK fabric care market, July 2011-July 2012
                                                                                  • Bio-tex
                                                                                    • Star Brands Ltd
                                                                                      • Other companies
                                                                                      • Brand Communication and Promotion

                                                                                        • Key points
                                                                                          • Slight dip in 2011 advertising
                                                                                            • Figure 35: Main media advertising expenditure on stain removers/whiteners and fabric treatment and dyes, 2008-12
                                                                                          • Vanish leads advertising of stain removers
                                                                                            • Figure 36: Main media advertising expenditure on stain removers/whiteners and fabric treatment and dyes, by leading advertisers, 2008-12
                                                                                            • Figure 37: Main media advertising expenditure on stain removers/whiteners and fabric treatment and dyes, by advertiser and brand, 2011
                                                                                          • TV advertising dominates spending
                                                                                            • Figure 38: Main media advertising expenditure on stain removers/whiteners and fabric treatment and dyes, % share by media type, 2008-12
                                                                                        • Channels to Market

                                                                                          • Key points
                                                                                            • Grocery multiples dominate sales
                                                                                              • Figure 39: Retail distribution of fabric care products*, 2009-11
                                                                                            • Discount/value chains take a significant share
                                                                                            • Consumer Usage and Frequency

                                                                                              • Key points
                                                                                                • Majority of homes using stain removers
                                                                                                  • Figure 40: Trends in usage of stain removers in the last 12 months, 2007-11
                                                                                                  • Figure 41: Trends in frequency of using stain removers (including pre-wash), 2007-11
                                                                                                • Pre-wash stain removers used most widely
                                                                                                    • Figure 42: Buying and usage of fabric care products, April 2012
                                                                                                    • Figure 43: Usage of fabric care products in the home, April 2012
                                                                                                  • Majority of products used less than once a week
                                                                                                      • Figure 44: Buying and usage of fabric care products, April 2012
                                                                                                  • Factors Influencing Choice

                                                                                                    • Key points
                                                                                                      • Stain-removing power the biggest purchase driver
                                                                                                        • Figure 45: Most important factors influencing choice of stain removers, April 2012
                                                                                                      • Washing at low temperatures a high priority
                                                                                                        • Skin sensitivity a significant issue
                                                                                                          • Format less important than getting results
                                                                                                            • Range of other added benefits of interest
                                                                                                              • Odour elimination more important than killing germs
                                                                                                              • Attitudes Towards Stain Removers

                                                                                                                • Key points
                                                                                                                  • Some stains seen as impossible to remove
                                                                                                                    • Figure 46: Attitudes towards removing stains from clothing, April 2012
                                                                                                                    • Figure 47: Any agreement with statements on removing stains from clothing, April 2012
                                                                                                                  • Strong desire for greater stain removal power in detergents
                                                                                                                    • Internet and friends/family sources of advice on stains
                                                                                                                      • Concerns about usage on certain fabrics
                                                                                                                      • Attitudes Towards Fabric Care

                                                                                                                        • Key points
                                                                                                                          • Opportunity for fabric fresheners for clothes
                                                                                                                            • Figure 48: Attitudes towards fabric care products, April 2012
                                                                                                                            • Figure 49: Any agreement with statements about caring for clothes, April 2012
                                                                                                                          • Strong interest in maintaining whites and colours
                                                                                                                            • Taking better care of clothing to save money
                                                                                                                              • Lack of knowledge on colour care products
                                                                                                                              • Target Groups

                                                                                                                                • Key points
                                                                                                                                    • Figure 50: Target groups for fabric care, April 2012
                                                                                                                                  • Stain Remover Enthusiasts (20%)
                                                                                                                                    • Happy Detergent Users (17%)
                                                                                                                                      • Advice Seekers (22%)
                                                                                                                                        • The Undecided (41%)
                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                            • Figure 51: Ownership of laundry appliances and irons, by demographics, 2011
                                                                                                                                            • Figure 52: Environmental credentials, by demographics, 2011
                                                                                                                                            • Figure 53: Selected sports/activities played or taken part in regularly, by demographics, 2011
                                                                                                                                            • Figure 54: Complaints suffered from in the last 12 months, by demographics, 2011
                                                                                                                                            • Figure 55: Attitudes towards clothing, by demographics, 2011
                                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                                            • Figure 56: Pet ownership, by demographics, 2011
                                                                                                                                            • Figure 57: People smoking, by demographics, 2011
                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                            • Figure 58: Best case/worst case forecast for UK retail sales of fabric care products*, at current prices, 2012-17
                                                                                                                                        • Appendix – Consumer Usage and Frequency

                                                                                                                                            • Figure 59: Usage of stain removers, by demographics, 2011
                                                                                                                                            • Figure 60: Frequency of using stain removers (including pre-wash), by demographics, 2011
                                                                                                                                            • Figure 61: Buying and usage of pre-wash stain removers, by demographics, April 2012
                                                                                                                                            • Figure 62: Buying and usage of pre-wash stain removers, by demographics, April 2012 (continued)
                                                                                                                                            • Figure 63: Buying and usage of in-wash stain removers, by demographics, April 2012
                                                                                                                                            • Figure 64: Buying and usage of in-wash stain removers, by demographics (continued), April 2012
                                                                                                                                            • Figure 65: Buying and usage of colour run removers/preventers, by demographics, April 2012
                                                                                                                                            • Figure 66: Buying and usage of whiteners, by demographics, April 2012
                                                                                                                                            • Figure 67: Buying and usage of fabric fresheners, by demographics, April 2012
                                                                                                                                            • Figure 68: Buying and usage of fabric fresheners, by demographics (continued), April 2012
                                                                                                                                            • Figure 69: Buying and usage of ironing water, by demographics, April 2012
                                                                                                                                            • Figure 70: Buying and usage of starch liquids or sprays, by demographics, April 2012
                                                                                                                                            • Figure 71: Frequency of using pre-wash stain removers, by demographics, April 2012
                                                                                                                                            • Figure 72: Frequency of using in-wash stain removers, by demographics, April 2012
                                                                                                                                            • Figure 73: Frequency of using colour run removers/preventers, by demographics, April 2012
                                                                                                                                            • Figure 74: Frequency of using whiteners, by demographics, April 2012
                                                                                                                                            • Figure 75: Frequency of usage of fabric fresheners, by demographics, April 2012
                                                                                                                                            • Figure 76: Frequency of usage of ironing water, by demographics, April 2012
                                                                                                                                            • Figure 77: Frequency of usage of starch liquids or sprays, by demographics, April 2012
                                                                                                                                        • Appendix – Factors Influencing Choice

                                                                                                                                            • Figure 78: Most important factors influencing choice of stain removers, by demographics, April 2012
                                                                                                                                            • Figure 79: Most important factors influencing choice of stain removers, by demographics (continued), April 2012
                                                                                                                                        • Appendix – Attitudes Towards Stain Removers

                                                                                                                                            • Figure 80: Agreement with the statements ‘It is impossible to get rid of some stains however hard you try’ and ‘It’s worth using stain removers to help make clothes look good for longer’, by demographics, April 2012
                                                                                                                                            • Figure 81: Agreement with the statements ‘Separate stain removers get rid of stains that laundry detergents don’t remove’ and ‘If you use a good laundry detergent there is no need for separate stain removers’, by demographics, April 2012
                                                                                                                                            • Figure 82: Agreement with the statements ‘Washing on a higher temperature usually gets rid of most stains’ and ‘I would like to see more powerful stain removers included in laundry detergents’, by demographics, April 2012
                                                                                                                                            • Figure 83: Agreement with the statements ‘Laundry detergents have got better at removing tougher stains’ and ‘The internet is a good source of advice on how best to get rid of particular stains’, by demographics, April 2012
                                                                                                                                            • Figure 84: Agreement with the statements ‘Friends/family are a good source of advice on how to best get rid of particular stains’ and ‘Using stain removers on delicate or expensive fabrics would worry me’, by demographics, April 2012
                                                                                                                                            • Figure 85: Agreement with the statements ‘It’s worth always keeping a stain remover spray in case of emergencies’ and ‘Putting a bit of bleach in the wash is a good way of getting rid of stains’, by demographics, April 2012
                                                                                                                                        • Appendix – Attitudes Towards Fabric Care

                                                                                                                                            • Figure 86: Agreement with the statements ‘Fabric fresheners are good for clothes that are difficult to wash’ and ‘I would use a fabric freshener that got rid of food and other smells on clothing’, by demographics, April 2012
                                                                                                                                            • Figure 87: Agreement with the statements ‘Putting a bit of bleach in the wash is a good way of keeping white clothing bright’ and ‘I try my best to keep white items of clothing white so my clothes look good for longer’, by demographics, April 2012
                                                                                                                                            • Figure 88: Agreement with the statements ‘I try my best to keep coloured items bright so my clothes look good for longer’ and ‘If items of clothing lose their colour or whiteness it is just time to replace them’, by demographics, April 2012
                                                                                                                                            • Figure 89: Agreement with the statements ‘I am taking better care of my clothes these days to save money on having to buy new clothes’ and ‘I buy inexpensive clothing so I don’t worry too much about stains or colours running/fading’, by demographics, April 2012
                                                                                                                                            • Figure 90: Agreement with the statements ‘If you wash colours and whites separately there is no need to use separate colour care products’ and ‘Colour laundry detergents are better than other detergent for maintaining the colour of clothing’, by demographics, April 2012
                                                                                                                                        • Appendix – Target Groups

                                                                                                                                            • Figure 91: Target groups for fabric care, by demographics, April 2012
                                                                                                                                            • Figure 92: Buying and usage of fabric care products, by target groups, April 2012
                                                                                                                                            • Figure 93: Buying and usage of pre-wash stain removers, by target groups, April 2012
                                                                                                                                            • Figure 94: Buying and usage of in-wash stain removers, by target groups, April 2012
                                                                                                                                            • Figure 95: Buying and usage of colour run removers/preventers, by target groups, April 2012
                                                                                                                                            • Figure 96: Buying and usage of whiteners, by target groups, April 2012
                                                                                                                                            • Figure 97: Buying and usage of fabric fresheners, by target groups, April 2012
                                                                                                                                            • Figure 98: Buying and usage of ironing water, by target groups, April 2012
                                                                                                                                            • Figure 99: Buying and usage of starch liquids or sprays, by target groups, April 2012
                                                                                                                                            • Figure 100: Most important factors influencing choice of stain removers, by target groups, April 2012
                                                                                                                                            • Figure 101: Attitudes towards removing stains from clothing, by target groups, April 2012
                                                                                                                                            • Figure 102: Attitudes towards fabric care products, by target groups, April 2012
                                                                                                                                            • Figure 103: Attitudes towards laundry, by target groups, April 2012

                                                                                                                                        Fabric Care - UK - August 2012

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