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Home Laundry Products - US - August 2016

"Home laundry product sales have rebounded as innovation in the category resulted in new product offerings and increased consumer spending on higher-margin products. Key drivers for continued growth will focus on further innovation in the category surrounding compactness and scent, as well as a more personalized shopping experience for consumers."
-Stephen Brown, Research Analyst

This report discusses the following key topics:

  • Gain in sales, despite decline of key demographic groups
  • Concerns about safety of scent
  • Powder detergent is continuing to dissolve away

For the purposes of this Report, Mintel has used the following definitions:

  • 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 (sodium hypochlorite) and color-safe).

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Gain in sales, despite decline of key demographic groups
            • Figure 1: Total US sales and fan chart forecast of home laundry products, at current prices, 2011-21
            • Figure 2: Any usage of select laundry products, by parental status, May 2016
          • Concerns about safety of scent
            • Figure 3: Select attitudes toward scent, by parental status, May 2016
          • Powder detergent is continuing to dissolve away
            • Figure 4: Laundry product usage, any use, May 2016
          • The opportunities
            • Opportunity to appeal to urban dwellers, single-person households
              • Figure 5: Any use of single-dose pods, by area, May 2016
            • Scent is moving to center stage
              • Figure 6: Importance of scent as purchase influencer – laundry detergent, by generation, May 2016
            • Personalize laundry shopping experience
              • Figure 7: Select shopping influencers, by gender, May 2016
            • What it means
            • The Market – What You Need to Know

              • Positive growth in home laundry category reverses decline
                • Laundry detergent dominates sales, though laundry care leading growth
                  • Smaller households mean more individuals are doing laundry
                    • Growing influence of Hispanic community in add-on segments
                      • Importance of scent in laundry and personal care
                      • Market Size and Forecast

                        • Home laundry products have positive sales
                          • Figure 8: Total US sales and fan chart forecast of home laundry products, at current prices, 2011-21
                        • Positive growth expected to continue
                          • Figure 9: Total US retail sales and forecast of home laundry products, at current prices, 2011-21
                      • Market Breakdown

                        • Positive detergent sales bring up home laundry category
                          • Figure 10: Share of home laundry product sales, by segment, 2016
                          • Figure 11: Total US retail sales and forecast of home laundry products, by segment, at current prices, 2011-21
                        • Laundry care has highest growth rate
                          • Fabric softener sheets show resilience
                            • Figure 12: Total US retail sales of home laundry products, by segment, at current prices, 2014 and 2016
                        • Market Perspective

                          • Scent is polarizing in adjacent household categories
                          • Market Factors

                            • Consumer confidence is up
                              • Figure 13: Consumer Sentiment Index, January 2007-May 2016
                            • Household income among families is growing
                              • Figure 14: Median household income of families with children and national average, in inflation-adjusted dollars, 2004-14
                            • Single-person and urban households have growing influence in laundry
                              • Figure 15: Laundry shopping responsibility, by household size, May 2016
                              • Figure 16: Any use of single-dose pods, by area, May 2016
                            • Impact of Hispanic consumers is high on add-on products
                              • Figure 17: Regular use of any add-ons, by race and Hispanic origin, May 2016
                          • Key Players – What You Need to Know

                            • P&G sales continue increase with pods and scent boosters
                              • Liquid detergent helps Church & Dwight
                                • Acquisition by Henkel will likely alter competitive landscape
                                • Manufacturer Sales of Home Laundry Products

                                  • Single-dose detergent driving sales growth for P&G
                                    • Liquid detergent with natural claims lead sales for Church & Dwight
                                      • New pressure from German contender Henkel
                                        • Figure 18: MULO sales of home laundry products, by leading companies, rolling 52 weeks 2015 and 2016
                                    • What’s Working?

                                      • Single-dose gaining ground through innovations and advertising
                                        • Figure 19: Any current use (net) of single-dose detergents, by area, May 2016
                                        • Figure 20: Getting sentimental with scent – New Gain commercial featuring Ty Burrell, June 2016
                                      • Laundry care is surging around scent
                                          • Figure 21: MULO sales of laundry care, by P&G and Church & Dwight, rolling 52 weeks 2015 and 2016
                                      • What’s Struggling?

                                        • Private label is on the decline
                                          • Figure 22: MULO sales of private label home laundry products, rolling 52 weeks 2015 and 2016
                                        • Powder detergents continue to slide
                                          • Figure 23: Total US sales of select detergent types, at current prices, 2010-16
                                      • What’s Next?

                                        • Division between fabric softeners and scent boosters will blur
                                          • Niche brands appeal to natural consumers
                                            • Figure 24: Select attitudes toward scent, May 2016
                                          • Concentrated formulas in single-dose packs
                                          • The Consumer – What You Need to Know

                                            • Gender imbalance in laundry behavior shows women are more engaged
                                              • Liquid detergents are most popular and scent is key
                                                • Fabric softeners are popular among families
                                                  • In-wash scent boosters still gathering momentum
                                                    • Samples and personalized discounts connect best with consumers
                                                      • Women tend to vary detergent by load while Hispanics mix-and-match
                                                        • Natural and unique scents are important when choosing products
                                                        • Laundry Responsibility

                                                          • Similar number of adults responsible for doing laundry and shopping for products
                                                            • Figure 25: Responsibility for doing laundry and shopping for products, May 2016
                                                          • Gender gap between those responsible for doing laundry and shopping
                                                            • Figure 26: Responsibility for doing laundry and shopping for products – Mainly responsible, by gender, May 2016
                                                          • Even distribution of laundry responsibility across ethnic lines
                                                            • Figure 27: Responsibility for doing laundry, by race and Hispanic origin, May 2016
                                                        • Use of Home Laundry Products

                                                          • Liquid detergent has most widespread usage
                                                            • Figure 28: Laundry product usage, any use, May 2016
                                                          • Millennials are heavier users of add-on products
                                                            • Figure 29: Regular use of any add-ons, by generation, May 2016
                                                          • Hispanics follow suit with Millennials in add-on products
                                                            • Figure 30: Regular use of any add-ons, by race and Hispanic origin, May 2016
                                                        • Usage and Purchase Influencers of Laundry Detergent

                                                          • Liquid detergent has strongest regular use
                                                            • Figure 31: Laundry detergent usage, May 2016
                                                          • Single-dose users skew younger
                                                            • Figure 32: Regular usage of single-dose pods, by generation, May 2016
                                                          • In their own words
                                                            • Important attributes for detergent are scent and cold water effectiveness
                                                              • Figure 33: Purchase influencers, laundry detergent, May 2016
                                                            • Generational divide in the role of scent in detergent
                                                              • Figure 34: Scent-related purchase influencers, laundry detergent, by generation, May 2016
                                                            • Households with children have unique laundry needs
                                                              • Figure 35: Select purchase influencers – Laundry detergent, by parental status, May 2016
                                                            • In their own words
                                                            • Usage and Purchase Influencers of Fabric Softener

                                                              • Dryer sheets see greater usage than liquid softener
                                                                • Figure 36: Fabric softener usage, May 2016
                                                              • Fabric softener usage higher among households with children
                                                                • Figure 37: Fabric softener usage, any current use, by parental status, May 2016
                                                              • Hispanics over index for fabric softener
                                                                • Figure 38: Fabric softener usage, any current use, by race and Hispanic origin, May 2016
                                                              • Important attributes for fabric softeners are scent and freshness
                                                                • Figure 39: Purchase influencers, fabric softener, May 2016
                                                              • Hispanics more keen on fragrance-free fabric softener
                                                                • Figure 40: Purchase influencers, laundry detergent, by race and Hispanic origin, May 2016
                                                              • In their own words
                                                              • Usage and Purchase Influencers of Scent Boosters

                                                                • Scent boosters are marginally used, but opportunity remains
                                                                  • Figure 41: Laundry scent booster usage, May 2016
                                                                • Scent boosters most popular among young adults
                                                                  • Figure 42: Laundry scent booster – Any usage, by generation, May 2016
                                                                • Hispanics use scent booster more than other ethnic groups
                                                                  • Figure 43: Laundry scent booster – Any usage, by race and Hispanic origin, May 2016
                                                                • Important attributes for scent boosters mirror fabric softener
                                                                  • Figure 44: Purchase influencers for scent boosters, May 2016
                                                                • Fragrance and size are important attributes for younger adults
                                                                  • Figure 45: Select purchase influencers of scent boosters, by generation, May 2016
                                                                • In their own words
                                                                • Shopping Influencers

                                                                  • Samples are important
                                                                    • Figure 46: Shopping influencers, May 2016
                                                                  • Women want more personalized discounts
                                                                    • Figure 47: Select shopping influencers, by gender, May 2016
                                                                  • Hispanic shoppers more attracted to in-store marketing
                                                                    • Figure 48: Select shopping influencers, by race and Hispanic origin, May 2016
                                                                • Laundry Behavior

                                                                  • Majority vary the amount of detergent per load
                                                                    • Figure 49: Laundry attitudes, May 2016
                                                                  • Women are more likely to mix-and-match
                                                                    • Figure 50: Select attitudes toward doing laundry, by gender, May 2016
                                                                  • Hispanics favor stain removal and mixing-and-matching
                                                                    • Figure 51: Select attitudes toward doing laundry, by race and Hispanic origin, May 2016
                                                                • Attitudes towards Scent

                                                                  • Natural scents most popular, but opinion split
                                                                    • Figure 52: Attitudes toward scent, May 2016
                                                                  • Hispanics want more scent options and are willing to pay
                                                                    • Figure 53: Select attitudes toward scent, by race and Hispanic origin, May 2016
                                                                  • Households with children are more worried about allergens
                                                                    • Figure 54: Select attitudes toward scent, by parental status, May 2016
                                                                  • Scents go above and beyond detergents
                                                                    • Figure 55: Select attitudes toward scent, by select laundry product users, May 2016
                                                                • Appendix – Data Sources and Abbreviations

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

                                                                                • Figure 56: Total US retail sales and forecast of home laundry products, at inflation-adjusted prices, 2011-21
                                                                                • Figure 57: Total US retail sales of home laundry products, by segment, at current prices, 2014 and 2016
                                                                                • Figure 58: Total US retail sales and forecast of laundry detergent, at current prices, 2011-21
                                                                                • Figure 59: Total US retail sales and forecast of fabric softener liquid, at current prices, 2011-21
                                                                                • Figure 60: Total US retail sales and forecast of fabric softener sheets, at current prices, 2011-21
                                                                                • Figure 61: Total US retail sales and forecast of laundry care, at current prices, 2011-21
                                                                                • Figure 62: Total US retail sales and forecast of bleach, at current prices, 2011-21
                                                                                • Figure 63: Total US retail sales of home laundry products, by channel, at current prices, 2011-16
                                                                              • Market factors
                                                                                • Figure 64: Average household size, 2015
                                                                                • Figure 65: Population by race and Hispanic origin, 2011-21
                                                                            • Appendix – Key Players

                                                                                • Figure 66: MULO sales of laundry detergent by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                • Figure 67: MULO sales of liquid fabric softener, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                • Figure 68: MULO sales of fabric softener sheets, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                • Figure 69: MULO sales of laundry care, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                • Figure 70: MULO sales of bleach, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                • Figure 71: Share of MULO laundry detergent sales, by format, rolling 52 weeks 2016

                                                                            Companies Covered

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                                                                            Home Laundry Products - US - August 2016

                                                                            US $3,995.00 (Excl.Tax)