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Fabric Care - US - October 2013

“Declining household penetration is a key issue for fabric care marketers and retailers to address. As multi-benefit laundry detergents grow more popular, fabric care brands must get more creative in proving their value. More specialized products could help to set the category apart.”

– John Owen, Senior Household Analyst

This report looks at the following areas:

  • Laundry detergent: competitive or complementary?
  • Fabric care on the go
  • Fabric care education
Fabric care category sales have slipped steadily in recent years as consumers continue to look for ways to save both money and time when doing laundry. Sales declined 7% between 2008 and 2013 to an estimated $835 million, a decline of 15% on an inflation-adjusted basis. In order to reverse the downward trend, brands and retailers will need to explore new ways to make the category more compelling in the context of laundry detergents touting extra stain-fighting power and other added benefits. Fabric care products that put people in control of how they care for their clothing stand to gain.
 
The following laundry products are included in this report:
  • laundry prewash/additive (including prewash and in-wash stain fighters, brighteners, whiteners, detergent boosters, etc)
  • laundry starch
  • static control/fabric protectors
  • color-safe bleach

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Figure 1: Total US sales and fan chart forecast of fabric care products, at current prices, 2008-18
                      • Segment performance
                        • Figure 2: Sales of fabric care products, by segment, 2011 and 2013
                      • Key players
                        • Figure 3: Manufacturer share of fabric care products, 52 weeks ending July 14, 2013
                      • The consumer
                        • Keeping whites white a perennial problem for consumers, and opportunity for brands
                          • Figure 4: Typical laundry issues, October 2013
                        • Usage of fabric care products declines
                          • Figure 5: Usage of fabric care products, 2008-13
                        • Stain-fighting power and versatility are top priorities in product selection
                          • Figure 6: Stain remover attribute importance, October 2013
                        • Laundry skills likely to be self-taught, opportunity to boost learning
                          • Figure 7: Fabric care behaviors, October 2013
                        • Stain emergency treatment vs. everyday enhancer
                          • Whiteners, brighteners, and stain fighters vs. laundry detergents
                            • Figure 8: Fabric care attitudes, October 2013
                          • What we think
                          • Issues and Insights

                              • Laundry detergent: competitive or complementary?
                                • Issues
                                  • Insights
                                    • Fabric care on the go
                                      • Issues
                                        • Insights
                                          • Fabric care education
                                            • Issues
                                              • Insights
                                              • Trend Applications

                                                  • Trend: Guiding Choice
                                                    • Trend: Survival Skills
                                                      • Mintel Futures: Generation Next
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Sales of fabric care products
                                                            • Sales and forecast of fabric care products
                                                              • Figure 9: Total US sales and forecast of fabric care products, at current prices, 2008-18
                                                              • Figure 10: Total US sales and forecast of fabric care products, at inflation-adjusted prices, 2008-18
                                                            • Fan chart forecast
                                                                • Figure 11: Total US sales and fan chart forecast of fabric care products, at current prices, 2008-18
                                                            • Market Drivers

                                                              • Declining income puts pressure on household budgets
                                                                • Figure 12: Median household income, in inflation-adjusted dollars, 2002-12
                                                              • Budgeting behavior in the laundry aisle
                                                                • Consumer confidence creeps up
                                                                  • Figure 13: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
                                                                • Household growth slows, especially households with kids
                                                                  • Figure 14: Households, by presence of children, 2002-12
                                                                • Population shifts make home laundry market more diverse
                                                                  • Figure 15: Households with children, by race and Hispanic origin of householder, 2012
                                                                  • Figure 16: Population, by race and Hispanic origin, 2007-17
                                                              • Competitive Context

                                                                • Laundry detergent brands focus on cleaning power, stain removal
                                                                  • Figure 17: Total US retail sales and forecast of laundry detergent, at current prices, 2008-18
                                                                • Bleach rebounds with concentrated formulas
                                                                  • Figure 18: Total US retail sales and forecast of bleach, at current prices, 2008-18
                                                                • Home remedies offer stain-fighting alternative
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Prewash/additives dominate category, reflect focus on stain fighting
                                                                      • Sales of fabric care products, by segment
                                                                        • Figure 19: Sales of fabric care products, by segment, 2011 and 2013
                                                                      • Smaller segments decline
                                                                        • Figure 20: Sales of fabric care products, by segment, 2008-18
                                                                    • Retail Channels

                                                                      • Key points
                                                                        • Supermarkets and drug stores lose share to value-driven stores
                                                                          • Sales of fabric care products, by channel
                                                                            • Figure 21: Sales of fabric care products, by channel, 2008-13
                                                                        • Leading Companies

                                                                          • Key points
                                                                            • Church & Dwight strengthens lead with focus on fabric care
                                                                              • Manufacturer sales of market
                                                                                • Figure 22: Manufacturer sales of market, 2012-13
                                                                            • Brand Share—Laundry Prewashes/Additives

                                                                              • Key points
                                                                                • OxiClean gains share with heavy marketing support
                                                                                  • Ingredients for homemade detergent gain ground
                                                                                    • Manufacturer sales of segment
                                                                                      • Figure 23: Manufacturer sales of laundry prewashes/additives, 2012-13
                                                                                  • Brand Share—Color-safe Bleach

                                                                                    • Key points
                                                                                      • Segment leader Clorox 2 faces competition on multiple fronts
                                                                                        • Manufacturer sales of color-safe bleach
                                                                                          • Figure 24: Manufacturer sales of color-safe bleach, 2012-13
                                                                                      • Brand Share—Starch

                                                                                        • Key points
                                                                                          • Faultless extends its lead in declining segment
                                                                                            • Manufacturer sales of starch
                                                                                              • Figure 25: Manufacturer sales of starch, 2012-13
                                                                                          • Brand Share—Static Control/Fabric Protectors

                                                                                            • Key points
                                                                                              • Leading brands emphasize importance of maintaining style
                                                                                                • Manufacturer sales of static control/fabric protectors
                                                                                                  • Figure 26: Manufacturer sales of static control/fabric protectors, 2012-13
                                                                                              • Innovations and Innovators

                                                                                                • Overview
                                                                                                  • Figure 27: Fabric care new product launches, by type, 2008-13
                                                                                                • Stain removal
                                                                                                  • Odor elimination in athletic apparel
                                                                                                    • Eco-friendly
                                                                                                      • On-the-go fabric care
                                                                                                      • Marketing Strategies

                                                                                                        • OxiClean dominates airwaves
                                                                                                          • Figure 28: OxiClean, television ad, 2013
                                                                                                        • Clorox 2 focuses on tough stains, emphasizes pretreating
                                                                                                          • Figure 29: Clorox 2, television ad, 2013
                                                                                                      • Who Does the Laundry?

                                                                                                        • Women more likely to take responsible for laundry, but balance may be shifting
                                                                                                          • Figure 30: Laundry responsibility, by gender and age, October 2013
                                                                                                      • Typical Laundry Issues

                                                                                                        • Key points
                                                                                                          • Keeping whites white a perennial laundry problem
                                                                                                            • Younger adults view a wider variety of laundry issues as problems
                                                                                                              • Figure 31: Typical laundry issues, by gender and age, October 2013
                                                                                                            • Grease, dirt, and grass stains more of a problem in bigger households
                                                                                                              • Figure 32: Typical laundry issues, by household size, October 2013
                                                                                                          • Usage of Fabric Care Products

                                                                                                            • Key points
                                                                                                              • Usage of fabric care products declines
                                                                                                                • Figure 33: Usage of fabric care products, 2008-13
                                                                                                              • Use of all-fabric bleach falls faster than use of chlorine bleach
                                                                                                                • Figure 34: Bleach usage, by type, 2008-13
                                                                                                              • Room to increase usage frequency of stain fighters, other fabric care products
                                                                                                                • Figure 35: Usage frequency of fabric care products, October 2013
                                                                                                              • Younger adults report using a wider array of fabric care products
                                                                                                                • Figure 36: Once a month usage of fabric care products, by gender and age, October 2013
                                                                                                              • Regular use increases with household size
                                                                                                                • Figure 37: Once a month usage of fabric care products, by household size, October 2013
                                                                                                            • Stain Remover Attribute Importance

                                                                                                              • Key points
                                                                                                                • Stain-fighting power and versatility are top priorities
                                                                                                                  • Odor elimination and germ killing offer opportunities for differentiation
                                                                                                                    • Figure 38: Stain remover attribute importance, October 2013
                                                                                                                  • Wider variety of attributes important in larger households
                                                                                                                    • Figure 39: Stain remover attribute importance, by household size, October 2013
                                                                                                                • Fabric Care Behaviors

                                                                                                                  • Key points
                                                                                                                    • Laundry skills likely to be self-taught, opportunity to boost learning
                                                                                                                      • Beyond the laundry room: alternative uses for fabric care products
                                                                                                                        • Figure 40: Fabric care behaviors, by gender and age, October 2013
                                                                                                                      • Larger households: more advice, more stain fighters
                                                                                                                        • Figure 41: Fabric care behaviors, by household size, October 2013
                                                                                                                    • Fabric Care Attitudes

                                                                                                                      • Key points
                                                                                                                        • Stain emergency treatment vs. everyday enhancer
                                                                                                                          • Whiteners, brighteners, and stain fighters vs. laundry detergents
                                                                                                                            • Figure 42: Fabric care attitudes, October 2013
                                                                                                                          • Men almost as likely as women to value time and effort at fabric care
                                                                                                                            • Promoting clothing care to young adults
                                                                                                                              • Figure 43: Fabric care attitudes, any agree, by gender and age, October 2013
                                                                                                                          • Race and Hispanic Origin

                                                                                                                            • Black and Hispanic consumers more likely to use most fabric care products
                                                                                                                              • Figure 44: Usage of fabric care products, by race/Hispanic origin, October 2013
                                                                                                                            • Black, Hispanic purchasers show interest in specialized stain products
                                                                                                                              • Figure 45: Stain remover attribute importance, by race/Hispanic origin, October 2013
                                                                                                                            • Modest differences in fabric care
                                                                                                                              • Figure 46: Fabric care behaviors, by race/Hispanic origin, October 2013
                                                                                                                            • Establish value by promising to keep clothing looking its best
                                                                                                                              • Figure 47: Fabric care attitudes, any agree, by race/Hispanic origin, October 2013
                                                                                                                          • Key Household Purchase Measures—Information Resources Inc. Builders Panel Data

                                                                                                                              • Overview of laundry care
                                                                                                                                • Laundry prewash/additive
                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                    • Brand map
                                                                                                                                      • Figure 48: Brand map, selected brands of laundry prewash/additive buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                    • Brand leader characteristics
                                                                                                                                      • Key purchase measures
                                                                                                                                        • Figure 49: Key purchase measures for the top brands of laundry prewash/additive, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                      • Overview of bleach
                                                                                                                                        • Color-safe bleach
                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                            • Brand map
                                                                                                                                              • Figure 50: Brand map, selected brands of bleach buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                            • Brand leader characteristics
                                                                                                                                              • Key purchase measures
                                                                                                                                                • Figure 51: Key purchase measures for the top brands of bleach, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                            • Custom Consumer Groups—Gender and Presence of Children

                                                                                                                                              • Women, with or without kids, likely to take primary responsibility for laundry
                                                                                                                                                • Figure 52: Laundry responsibility, by gender and presence of children in household, October 2013
                                                                                                                                              • Parents more likely to use all types of fabric care products
                                                                                                                                                • Figure 53: Usage of fabric care products, by gender and presence of children in household, October 2013
                                                                                                                                              • Parents value a broader array of stain remover product attributes
                                                                                                                                                • Figure 54: Stain remover attribute importance, by gender and presence of children in household, October 2013
                                                                                                                                              • Presence of kids enhances value of fabric care among both women and men
                                                                                                                                                • Figure 55: Fabric care attitudes, any agree, by gender and presence of children in household, October 2013
                                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                              • Usage of fabric care products
                                                                                                                                                • Figure 56: Once a month usage of fabric care products, by household income, October 2013
                                                                                                                                              • Purchase responsibility for stain removers
                                                                                                                                                • Figure 57: Purchase responsibility for stain removers, by gender and age, October 2013
                                                                                                                                                • Figure 58: Purchase responsibility for stain removers, by household income, October 2013
                                                                                                                                                • Figure 59: Purchase responsibility for stain removers, by household size, October 2013
                                                                                                                                              • Stain remover attribute importance
                                                                                                                                                • Figure 60: Stain remover attribute importance, by household income, October 2013
                                                                                                                                                • Figure 61: Stain remover attribute importance, by gender and age, October 2013
                                                                                                                                              • Typical laundry issues
                                                                                                                                                • Figure 62: Typical laundry issues, by household income, October 2013
                                                                                                                                              • Fabric care behaviors
                                                                                                                                                • Figure 63: Fabric care behaviors, by household income, October 2013
                                                                                                                                              • Fabric care attitudes
                                                                                                                                                • Figure 64: Fabric care attitudes, any agree, by household income, October 2013
                                                                                                                                                • Figure 65: Fabric care attitudes, any agree, by household size, October 2013
                                                                                                                                              • Sales of fabric care products, by channel
                                                                                                                                                • Figure 66: Sales of fabric care products, by channel, 2011 and 2013
                                                                                                                                            • Appendix—Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Church & Dwight Co. Inc
                                                                                                                                                  • Clorox Company , The
                                                                                                                                                  • Henkel Corporation
                                                                                                                                                  • Procter & Gamble Company (The)
                                                                                                                                                  • Procter & Gamble USA
                                                                                                                                                  • Reckitt Benckiser USA
                                                                                                                                                  • S.C. Johnson & Son, Inc.
                                                                                                                                                  • The Sun Products Corporation
                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                  Fabric Care - US - October 2013

                                                                                                                                                  US $3,995.00 (Excl.Tax)