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Home Laundry Products - US - August 2014

“While overall sales of home laundry products remain weak, opportunities exist in all segments for brands that that tap into the emotional importance that consumers place on getting the job done right.”
– John Owen, Senior Household Analyst

This report looks at the following issues:

  • For laundry detergent, getting smaller could be the way to grow
  • Boosting sales of fabric care in a detergent-centric market
  • A growing opportunity among aging boomers
Sales of home laundry products remain weak as consumers continue to take advantage of discounts and promotions and other ways to save money.
Still, ample opportunities exist in the $12.6 billion category for marketers and retailers that offer consumers ways to simplify the laundry process and improve results.
 
The following laundry products are included in this report:
 
  • Clothes-washing detergents (also includes fine washable detergents) 
  • Liquid fabric softeners (also includes solid-form in-wash scent boosters) 
  • Fabric softener sheets (also includes dryer bars) 
  • Fabric care products (laundry prewash/additive, laundry starch, static control/fabric protectors) 
  • Bleach (shc and color-safe)

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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
                        • Category sales slide continues
                          • Figure 1: Total US sales and fan chart forecast of home laundry products, at current prices, 2009-19
                        • Market segmentation
                          • Largest segment faces the most pressure
                              • Figure 2: Total retail sales of home laundry products, by segment, 2012 and 2014
                            • Key players
                              • Market share for top competitors changes little
                                • Figure 3: Manufacturer sales of home laundry products, 2013 and 2014
                              • The consumer
                                • Liquid detergent still the go-to choice for most
                                  • Figure 4: Regular use of laundry products, April 2014
                                • Stain-fighting power top priority for detergents
                                  • Figure 5: Laundry detergent attribute importance, April 2014
                                • Feel and fragrance are defining attributes for fabric softeners
                                  • Figure 6: Fabric softener attribute importance, by gender and age, April 2014
                                • Interest in convenience features increases with household size
                                  • Figure 7: Willingness to pay more for laundry product features, by household size, April 2014
                                • Attitudes toward doing laundry
                                  • Figure 8: Attitudes toward doing laundry, any agree, April 2014
                                • What we think
                                • Issues and Insights

                                    • For laundry detergent, getting smaller could be the way to grow
                                      • The issues
                                        • The implications
                                          • Boosting sales of fabric care in a detergent-centric market
                                            • The issues
                                              • The implications
                                                • A growing opportunity among aging boomers
                                                  • The issues
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: FSTR & HYPR
                                                          • Trend: Minimize Me
                                                            • Trend: Many Mes
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Sales and forecast of home laundry products
                                                                  • Figure 9: Total US sales and forecast of home laundry products, at current prices, 2009-19
                                                                  • Figure 10: Total US sales and forecast of home laundry products, at inflation-adjusted prices, 2009-19
                                                                • Weakness in overall market poised to continue
                                                                  • Figure 11: Total US sales and fan chart forecast of home laundry products, at current prices, 2009-19
                                                                • Forecast methodology
                                                                • Market Drivers

                                                                  • Household income stabilizes but remains weak
                                                                    • Figure 12: Median household income in inflation-adjusted dollars, 2002-12
                                                                  • Economizing mindset and price promotions keep sales growth in check
                                                                      • Figure 13: Laundry detergent shopping behaviors, by household income, May 2013
                                                                    • Consumer confidence creeps up
                                                                      • Figure 14: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2009-14
                                                                    • Household growth slows, especially households with kids
                                                                      • Figure 15: Households, by presence of children, 2003-13
                                                                    • Population shifts make home laundry market more diverse
                                                                      • Figure 16: Households with children by race and Hispanic origin of householder, 2013
                                                                      • Figure 17: Population, by race and Hispanic origin, 2009-19
                                                                  • Competitive Context

                                                                    • Sales edge up for environmentally friendly brands
                                                                      • Figure 18: MULO sales of select environmentally friendly home laundry products, 2009-14
                                                                    • Innovative packaging and products
                                                                      • Private label goes natural
                                                                        • Sales of homemade detergent ingredients continue to rise
                                                                          • Figure 19: MULO sales of select laundry products commonly used to make laundry detergent, 2009-14
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Largest segment faces the most pressure
                                                                            • Figure 20: Total retail sales of home laundry products, by segment, 2012 and 2014
                                                                          • Multiple factors contribute to decline in detergent sales
                                                                            • Could more concentrated formulations give detergent sales a boost?
                                                                              • Figure 21: Total US sales and forecast of laundry detergent, at current prices, 2009-19
                                                                            • Scent boosters continue to boost liquid fabric softener segment sales
                                                                              • Figure 22: Total US sales and forecast of liquid fabric softener, at current prices, 2009-19
                                                                            • Bleach bounces back
                                                                              • Figure 23: Total US sales and forecast of bleach, at current prices, 2009-19
                                                                            • Fabric care sales edge down
                                                                              • Figure 24: Total US sales and forecast of fabric care, at current prices, 2009-19
                                                                            • Fabric softener sheet sales flat
                                                                              • Figure 25: Total US sales and forecast of fabric softener sheets, at current prices, 2009-19
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Drug stores build on a small base
                                                                                • Sales of home laundry products, by channel
                                                                                  • Figure 26: Sales of home laundry products, by channel, 2012 and 2014
                                                                                • Long-term trend favors price- and value-driven channels
                                                                                  • Figure 27: Sales of home laundry products, by channel, 2009-14
                                                                              • Leading Companies

                                                                                • Key points
                                                                                  • P&G dominates top segments
                                                                                    • Church & Dwight gains with value-priced brands
                                                                                      • Manufacturer sales of home laundry products
                                                                                        • Figure 28: Manufacturer sales of home laundry products, 2013 and 2014
                                                                                    • Brand Share – Laundry Detergent

                                                                                      • Key points
                                                                                        • Minimal share shifts mask intense competition and new product activity
                                                                                          • P&G pushes unit dose form and revamped liquid line
                                                                                            • Tide goes low with Simply Clean & Fresh
                                                                                              • Church & Dwight gives OxiClean starring role in detergent segment
                                                                                                • Manufacturer sales of laundry detergent
                                                                                                  • Figure 29: Manufacturer sales of laundry detergent, 2013 and 2014
                                                                                                  • Figure 30: Key purchase measures for the top brands of laundry detergent, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
                                                                                              • Brand Share – Liquid Fabric Softener

                                                                                                • Key points
                                                                                                  • P&G gets bounce from Downy and Gain scent boosters
                                                                                                    • Snuggle launches unit dose scent boosters
                                                                                                      • Manufacturer sales of liquid fabric softener
                                                                                                        • Figure 31: Manufacturer sales of liquid fabric softener, 2013 and 2014
                                                                                                        • Figure 32: Key purchase measures for the top brands of liquid fabric softener, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
                                                                                                    • Brand Share – Bleach

                                                                                                      • Key points
                                                                                                        • Clorox sees bleach share slip as segment sales rebound
                                                                                                          • Private label and value-tier make gains
                                                                                                            • Manufacturer sales of bleach
                                                                                                              • Figure 33: Manufacturer sales of bleach, 2013 and 2014
                                                                                                              • Figure 34: Key purchase measures for the top brands of bleach, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
                                                                                                          • Brand Share – Fabric Care

                                                                                                            • Key points
                                                                                                              • OxiClean strengthens its position in a crowded segment
                                                                                                                • P&G combats OxiClean, extends beyond laundry room
                                                                                                                  • Manufacturer sales of fabric care
                                                                                                                    • Figure 35: Manufacturer sales of fabric care, 2013 and 2014
                                                                                                                    • Figure 36: Key purchase measures for the top brands of fabric care, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
                                                                                                                • Brand Share – Fabric Softener Sheets

                                                                                                                  • Key points
                                                                                                                    • Private label continues to cut into brand sales
                                                                                                                      • Manufacturer sales of fabric softener sheets
                                                                                                                        • Figure 37: Manufacturer sales of fabric softener sheets, 2013 and 2014
                                                                                                                        • Figure 38: Key purchase measures for the top brands of dishwashing liquid, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
                                                                                                                    • Innovations and Innovators

                                                                                                                      • Detergents dominate home laundry new product launches
                                                                                                                        • Figure 39: Home laundry new product launches, by type, 2009-2014
                                                                                                                      • Most detergent launches still in liquid form, but unit dose continues to gain
                                                                                                                        • Figure 40: Laundry detergent new product launches, by form, 2009-2014
                                                                                                                      • Packaging innovation
                                                                                                                        • Laundry process innovation
                                                                                                                          • Leveraging fragrance further
                                                                                                                            • Arm & Hammer offers scents linked to national parks
                                                                                                                              • P&G Sweet Dreams line an effort to make fragrance functional
                                                                                                                                • Fragrance-free product represents first significant extension of Tide Pods line
                                                                                                                                • Marketing Strategies

                                                                                                                                  • Ads ask, why Tide Pods?
                                                                                                                                    • The power of multiple ingredients
                                                                                                                                      • Figure 41: Tide Pods, “Three Things” TV spot, 2014
                                                                                                                                    • Savings versus multiple products
                                                                                                                                      • Figure 42: Tide Pods, “Pop in Savings” TV spot, 2014
                                                                                                                                    • No over-filling
                                                                                                                                      • Figure 43: Tide Pods, “Pop in Savings” TV spot, 2014
                                                                                                                                    • Downy promotes dual usage of Unstopables and Infusions
                                                                                                                                      • Figure 44: Downy, “Mixmatched Girl” TV spot, 2014
                                                                                                                                    • Downy base brand shifts to softness
                                                                                                                                      • Figure 45: Downy, “Irresistible Bed” TV spot, 2014
                                                                                                                                    • “Tide that”: an effort to extend brand beyond the laundry room
                                                                                                                                      • Figure 46: Tide Oxi, “Tide That” TV spot, 2014
                                                                                                                                    • OxiClean extends into laundry detergent
                                                                                                                                      • Figure 47: OxiClean Laundry Detergent, “Shaking Up the Detergent Aisle” TV spot, 2014
                                                                                                                                  • Responsibility for Doing Laundry and Shopping for Laundry Products

                                                                                                                                    • Gender gap in laundry responsibility may be narrowing
                                                                                                                                      • Figure 48: Responsibility for doing laundry and shopping for laundry products, by gender and age, April 2014
                                                                                                                                  • Usage of Laundry Products

                                                                                                                                    • Key points
                                                                                                                                      • Liquid detergent still the go-to choice for most
                                                                                                                                        • Unit dose poised to overtake powder detergent
                                                                                                                                          • Scent boosters still have considerable upside
                                                                                                                                            • Fabric care products less likely to get regular use
                                                                                                                                              • Figure 49: Usage of laundry products, April 2014
                                                                                                                                            • Young adults use a wider array of laundry products
                                                                                                                                              • Figure 50: Regular use of laundry products, by gender and age, April 2014
                                                                                                                                            • Larger households use more varied line-up of products
                                                                                                                                              • Figure 51: Regular use of laundry products, by household size, April 2014
                                                                                                                                          • Laundry Detergent Attribute Importance

                                                                                                                                            • Key points
                                                                                                                                              • Stain-fighting power top priority for consumers
                                                                                                                                                • Cold water effectiveness a priority for many
                                                                                                                                                  • Figure 52: Laundry detergent attribute importance, by gender and age, April 2014
                                                                                                                                                • Lower-income consumers especially interested in fragrance
                                                                                                                                                  • Figure 53: Laundry detergent attribute importance, by household income, April 2014
                                                                                                                                              • Fabric Softener Attribute Importance

                                                                                                                                                • Key points
                                                                                                                                                  • Feel and fragrance are defining attributes for fabric softeners
                                                                                                                                                    • Duration of fragrance nearly as important as fragrance itself
                                                                                                                                                      • Figure 54: Fabric softener attribute importance, by gender and age, April 2014
                                                                                                                                                    • Lower-income fabric softener users prioritize scent/fragrance
                                                                                                                                                      • Figure 55: Fabric softener attribute importance, by household income, April 2014
                                                                                                                                                  • Interest in Laundry Product Features

                                                                                                                                                    • Key points
                                                                                                                                                      • Opportunities to differentiate in a variety of areas
                                                                                                                                                        • Laundry process simplification
                                                                                                                                                          • Deeper cleaning
                                                                                                                                                            • Ingredient-specific benefits
                                                                                                                                                              • Figure 56: Interest in and willingness to pay more for laundry product features, April 2014
                                                                                                                                                            • Interest in convenience features increases with household size
                                                                                                                                                              • Figure 57: Willingness to pay more for laundry product features, by household size, April 2014
                                                                                                                                                          • Attitudes toward Doing Laundry

                                                                                                                                                            • Key points
                                                                                                                                                              • Time-savings and convenience hold strong appeal
                                                                                                                                                                • For many, detergent alone is effective enough
                                                                                                                                                                  • Doing laundry still a source of emotional satisfaction
                                                                                                                                                                    • Figure 58: Attitudes toward doing laundry, April 2014
                                                                                                                                                                  • Women 18-54 more emotionally engaged in laundry
                                                                                                                                                                    • Figure 59: Attitudes toward doing laundry, strongly agree, by gender and age, April 2014
                                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                                  • Blacks, Hispanics more likely to use powder detergents, liquid fabric softeners
                                                                                                                                                                    • Figure 60: Regular use of laundry products, race/Hispanic origin, April 2014
                                                                                                                                                                  • Power to remove tough stains a priority in all groups
                                                                                                                                                                    • Figure 61: Laundry detergent attribute importance, by race/Hispanic origin, April 2014
                                                                                                                                                                  • Fragrance a key priority for Black and Hispanic fabric softener users
                                                                                                                                                                    • Figure 62: Fabric softener attribute importance, April 2014
                                                                                                                                                                  • Blacks, Hispanics willing to pay more added-value features
                                                                                                                                                                    • Figure 63: Willingness to pay more for laundry product features, by race/Hispanic origin, April 2014
                                                                                                                                                                  • Black consumers take pride in laundry knowhow
                                                                                                                                                                    • Figure 64: Attitudes toward doing laundry, any agree, by race/Hispanic origin, April 2014
                                                                                                                                                                • Consumer Segmentation

                                                                                                                                                                    • Figure 65: Cluster groups, April 2014
                                                                                                                                                                  • Practicals
                                                                                                                                                                    • Demographics
                                                                                                                                                                      • Approach to laundry
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Disengageds
                                                                                                                                                                            • Demographics
                                                                                                                                                                              • Approach to laundry
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Super Washers
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Approach to laundry
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                                                            • Figure 66: Attitudes toward doing laundry, any agree, by cluster groups, April 2014
                                                                                                                                                                                            • Figure 67: Attitudes toward doing laundry, any agree, by cluster groups, April 2014
                                                                                                                                                                                            • Figure 68: Responsibility for doing laundry and shopping for laundry products, by cluster groups, April 2014
                                                                                                                                                                                            • Figure 69: Regular use of laundry products, by cluster groups, April 2014
                                                                                                                                                                                            • Figure 70: Laundry detergent attribute importance, by cluster groups, April 2014
                                                                                                                                                                                            • Figure 71: Fabric softener attribute importance, by cluster groups, April 2014
                                                                                                                                                                                            • Figure 72: Willingness to pay more for laundry product features, by product preference groups, April 2014
                                                                                                                                                                                          • Cluster demographic tables
                                                                                                                                                                                            • Figure 73: Cluster groups, by demographic, August 2013
                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                            • Product preference groups
                                                                                                                                                                                              • Naturalists use variety of products, opportunity for eco-friendly laundry regimen
                                                                                                                                                                                                • Figure 74: Regular use of laundry products, by product preference groups, April 2014
                                                                                                                                                                                              • All-in-Ones value cleaning performance
                                                                                                                                                                                                  • Figure 75: Laundry detergent attribute importance, by product preference groups, April 2014
                                                                                                                                                                                                • Power Seekers value sensory benefits as well
                                                                                                                                                                                                  • Skin-friendliness important to Naturalists
                                                                                                                                                                                                    • Figure 76: Fabric softener attribute importance, by product preference groups, April 2014
                                                                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                  • Responsibility for doing laundry and shopping for laundry products
                                                                                                                                                                                                    • Figure 77: Responsibility for doing laundry and shopping for laundry products, by household income, April 2014
                                                                                                                                                                                                    • Figure 78: Responsibility for doing laundry and shopping for laundry products, by household size, April 2014
                                                                                                                                                                                                    • Figure 79: Responsibility for doing laundry and shopping for laundry products, by race/Hispanic origin, April 2014
                                                                                                                                                                                                  • Regular use of laundry products
                                                                                                                                                                                                    • Figure 80: Regular use of laundry products, by household income, April 2014
                                                                                                                                                                                                  • Laundry detergent attribute importance
                                                                                                                                                                                                    • Figure 81: Laundry detergent attribute importance, by household size, April 2014
                                                                                                                                                                                                  • Fabric softener attribute importance
                                                                                                                                                                                                    • Figure 82: Fabric softener attribute importance, by household size, April 2014
                                                                                                                                                                                                  • Willingness to pay more for laundry product features
                                                                                                                                                                                                    • Figure 83: Willingness to pay more for laundry product features, by gender and age, April 2014
                                                                                                                                                                                                    • Figure 84: Willingness to pay more for laundry product features, by household income, April 2014
                                                                                                                                                                                                  • Attitudes toward doing laundry
                                                                                                                                                                                                    • Figure 85: Attitudes toward doing laundry, any agree, by household income, April 2014
                                                                                                                                                                                                    • Figure 86: Attitudes toward doing laundry, any agree, by household size, April 2014
                                                                                                                                                                                                • Appendix – Information Resources Inc. Builders Panel Data Definitions

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

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • Church & Dwight Co. Inc
                                                                                                                                                                                                      • Family Dollar Stores, Inc
                                                                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                                                                      • The Sun Products Corporation
                                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                                      Home Laundry Products - US - August 2014

                                                                                                                                                                                                      £3,174.67 (Excl.Tax)