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Home Laundry Products - US - August 2015

Sales of home laundry products continued a slow decline in 2015 as consumers took advantage of discounts and promotions and other ways to save money. Still, ample opportunities exist in the $12.4 billion category for marketers and retailers that offer consumers ways to simplify the laundry process and improve results.

This report looks at the following areas:

  • Declining detergent sales weigh on home laundry category
  • While liquid remains dominant, single-dose detergent overtakes powder
  • Regular use of in-wash scent boosters increasing but still low
  • Most fabric care products used only on an occasional basis

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Declining detergent sales weigh on home laundry category
            • Figure 1: Total US sales and fan chart forecast of home laundry products, at current prices, 2010-20
          • While liquid remains dominant, single-dose detergent overtakes powder
            • Figure 2: Regular use of laundry detergent forms, April 2015
          • Regular use of in-wash scent boosters increasing but still low
            • Most fabric care products used only on an occasional basis
              • Figure 3: Regular and occasional use of fabric softener and fabric care products, April 2015
            • The opportunities
              • Detergent pod users value both effectiveness and convenience
                • Figure 4: Attitudes toward single-dose detergent pods, by usage of home laundry products – Single-dose pod or pack laundry detergent, April 2015
              • Fragrance nearly as important as core fabric softener benefits
                • Functional benefits could help spur fabric softener growth
                  • Figure 5: Attitudes toward fabric softeners and scent boosters, by usage of home laundry products – Use regularly, April 2015
                • Opportunity for more personalized and customizable approach to laundry
                  • Figure 6: Attitudes toward detergent and other home laundry products, April 2015
                • What it means
                • The Market – What You Need to Know

                  • Declining detergent sales weigh on home laundry category
                    • Laundry detergent dominates category sales
                      • Growth of in-wash scent boosters helps fabric care, hurts fabric softener
                        • Bleach back on downward trend after boost from concentration
                        • Market Size and Forecast

                          • Declining detergent sales weigh on home laundry category
                            • Figure 7: Total US sales and fan chart forecast of home laundry products, at current prices, 2010-20
                            • Figure 8: Total US retail sales and forecast of home laundry products, at current prices, 2010-20
                        • Market Breakdown

                          • Laundry detergent dominates category sales
                            • Figure 9: Segment share of home laundry products, 2015
                          • Pressure on detergent sales continues, but pace of decline eases
                            • Next round of compaction may not lead to a big bump in sales
                              • Growth of in-wash scent boosters helps fabric care, hurts fabric softener
                                • Bleach back on downward trend after boost from concentration
                                  • Figure 10: Sales of home laundry products, by segment, 2010-15
                              • Market Factors

                                • Household income stabilizes but remains weak
                                  • Figure 11: Median household income, in inflation-adjusted dollars, 2003-13
                                • Rising consumer confidence could help market
                                  • Figure 12: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-15
                                • Households with kids decline as a percentage of all households
                                  • Figure 13: Households, by presence of children, 2003-13
                                • Growing influence of Hispanic market
                                  • Figure 14: Households with own children, by race and Hispanic origin of householder, 2013
                                  • Figure 15: Population, by race and Hispanic origin, 2010-20
                              • Market Perspective

                                • Slow growth in broader household care market
                                  • Figure 16: Total US sales of select household care product categories (five-year growth rate), at current prices, 2009-14
                              • Key Players – What You Need to Know

                                • Pods and boosters lift P&G share
                                  • Church & Dwight gains with OxiClean line extension
                                    • Sun Products and Henkel suffer declines
                                    • Manufacturer Sales of Home Laundry Products

                                      • Pods and boosters lift P&G share
                                        • Church & Dwight gains with OxiClean line extension
                                          • Sun Products and Henkel suffer declines
                                            • Manufacturer sales of home laundry products
                                              • Figure 17: MULO sales of home laundry products, by leading companies, rolling 52 weeks 2014 and 2015
                                          • What’s Working?

                                            • Single-dose detergents continue to gain
                                              • Figure 18: MULO sales and share of leading unit dose detergent brands, rolling 52 weeks 2014 and 2015
                                            • In-wash scent boosters maintain momentum
                                              • Figure 19: Unstopables “Smell Like the Lifestyle You Deserve” TV Commercial, 2015
                                              • Figure 20: MULO sales of leading in-wash scent booster brands, 2011-15
                                            • Clorox adds value to bleach
                                              • Figure 21: MULO sales of leading in-wash scent booster brands, 2014 and 2015
                                            • Combination of value and innovation lifts Suavitel fabric softener
                                            • What’s Struggling?

                                              • Dryer sheets for men
                                                • Sales of value-priced detergents fall faster than overall segment
                                                  • Figure 22: MULO sales of select value-priced laundry detergent brands and private label, 2011-15
                                              • What’s Next?

                                                • More concentrated laundry detergents
                                                  • Functional fabric care additives
                                                    • Figure 23: Downy Fresh Protect “Deodorant for Your Clothes” TV Commercial, 2015
                                                • The Consumer – What You Need to Know

                                                  • Gender gap in laundry may be narrowing
                                                    • While liquid remains dominant, single-dose detergent overtakes powder
                                                      • Regular use of in-wash scent boosters increasing but still low
                                                        • Most fabric care products used only on an occasional basis
                                                          • The power to remove tough stains tops the priority list for detergents
                                                            • Detergent pod users value both effectiveness and convenience
                                                              • Opportunity for more personalized, customizable approach to fabric care
                                                                • Fragrance nearly as important as core fabric softener benefits
                                                                  • Functional benefits could help to spur fabric softener growth
                                                                  • Responsibility for Doing Laundry and Shopping for Laundry Products

                                                                    • Women more likely to be responsible for laundry, but gap may be narrowing
                                                                      • Figure 24: Responsibility for doing laundry, by gender and age, April 2015
                                                                      • Figure 25: Tide “Baby” TV Commercial, 2015
                                                                    • In their words
                                                                    • Use of Home Laundry Products

                                                                      • Liquid remains dominant form of detergent
                                                                        • Single-dose detergents overtake powder as second most widely used form
                                                                          • Figure 26: Use of laundry detergent, April 2015
                                                                        • Regular use of in-wash scent boosters still low
                                                                          • Figure 27: Use of fabric softener, April 2015
                                                                        • Most fabric care products used only on an occasional basis
                                                                          • Figure 28: Use of fabric care products, April 2015
                                                                      • Laundry Detergent Attribute Importance

                                                                        • The power to remove tough stains tops the priority list
                                                                          • A variety of other claims offer opportunities
                                                                            • Figure 29: Laundry detergent attribute importance, April 2015
                                                                        • Attitudes toward Single-Dose Detergents

                                                                          • Detergent pod users value both effectiveness and convenience
                                                                            • Figure 30: Tide Pods “Science Teacher” TV Commercial, 2015
                                                                          • Safety concerns higher among current users
                                                                            • Figure 31: Attitudes toward single-dose detergent pods, by usage of home laundry products – Single-dose pod or pack laundry detergent, April 2015
                                                                          • In their words
                                                                          • Attitudes toward Detergent and Other Home Laundry Products

                                                                            • Opportunity for more personalized and customizable approach to laundry
                                                                              • Figure 32: Attitudes toward detergent and other home laundry products, by age, April 2015
                                                                            • In their words
                                                                            • Fabric Softener Attribute Importance

                                                                              • Fragrance nearly as important as core softener benefits
                                                                                • Opportunity to extend scent boosters into lower-income households
                                                                                  • Figure 33: Fabric softener attribute importance, April 2015
                                                                              • Attitudes toward Fabric Softeners and Scent Boosters

                                                                                • Opportunity for fragrance exploration, mixing, and matching
                                                                                  • Functional benefits could help to spur growth
                                                                                    • Figure 34: Attitudes toward fabric softeners and scent boosters, by usage of home laundry products – Use regularly (ie in most loads), April 2015
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Sales data
                                                                                      • Fan chart forecast
                                                                                        • Consumer survey data
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations
                                                                                            • Appendix – Market

                                                                                                • Figure 35: Total US retail sales and forecast of home laundry products, at inflation-adjusted prices, 2010-20
                                                                                              • Segment sales
                                                                                                • Figure 36: Total US retail sales of home laundry products, by segment, at current prices, 2013 and 2015
                                                                                                • Figure 37: Total US retail sales and forecast of laundry detergent, at current prices, 2010-20
                                                                                                • Figure 38: Total US retail sales and forecast of liquid fabric softener, at current prices, 2010-20
                                                                                                • Figure 39: Total US retail sales and forecast of fabric softener sheets, at current prices, 2010-20
                                                                                                • Figure 40: Total US retail sales and forecast of fabric care products, at current prices, 2010-20
                                                                                                • Figure 41: Total US retail sales and forecast of bleach, at current prices, 2010-20
                                                                                              • Retail channel sales
                                                                                                • Figure 42: Total US retail sales of home laundry products, by channel, at current prices, 2010-15
                                                                                                • Figure 43: Total US retail sales of home laundry products, by channel, at current prices, 2013 and 2015
                                                                                            • Appendix – Key Players

                                                                                                • Figure 44: MULO sales of laundry detergent, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                • Figure 45: MULO sales of liquid fabric softener, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                • Figure 46: MULO sales of fabric softener sheets, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                • Figure 47: MULO sales of fabric care products, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                • Figure 48: MULO sales of bleach, by leading companies and brands, rolling 52 weeks 2014 and 2015

                                                                                            Companies Covered

                                                                                            • Family Dollar Stores, Inc
                                                                                            • Walmart Stores (USA)

                                                                                            Home Laundry Products - US - August 2015

                                                                                            US $3,995.00 (Excl.Tax)