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Home Laundry Products - US - June 2009

Slow but steady dollar sales growth in the home laundry category came to a halt in 2008, the result of recession-driven economizing and changing attitudes and behaviors in the laundry room. Yet, the slowdown has not affected all segments equally, and as shoppers reconsider brand selection, winners are emerging at even the most premium price points.

This report provides an in-depth analysis of the home laundry category and guidance for marketers and retailers looking to grow sales and share in this mature and highly competitive market. It shows:

  • How segments within the category are competing more directly against one another for home laundry shoppers’ dollars
  • Major trends in new product development and examples of the most innovative
  • An overview of key themes in category advertising, including the impact of the recession on messaging
  • Why the biggest segment, detergents, will continue gaining share

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Table of contents

  1. Scope and Themes

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

                  • Market at a glance
                    • Economy’s impact subtle yet pervasive
                      • Budget pressure means segments compete with one another
                        • P&G expands its competitive scope
                          • Sun Products positioned to give private label a boost
                            • Church & Dwight grows on strength and value
                              • Sales continue to flow from supermarkets to other channels
                                • Shifts in population composition may impact market
                                  • Forgoing the dry cleaner may lead to more DIY home laundry
                                    • New product activity concentrated in detergents
                                      • A heavily advertised category
                                        • Penetration steady, but frequency may be declining in some segments
                                          • Price and past experience lead detergent purchase decisions
                                            • Retailer promotions influence both store and brand choice
                                              • Economizing and simplification on the rise
                                              • Insights and Opportunities

                                                • A new generation of laundry
                                                  • All together now
                                                    • Environmentally friendly—time for retail to step up to the plate
                                                    • Inspire Insight

                                                      • Recovery Positioning
                                                        • Expect more 'pay less' from Target
                                                          • Recovery positioning in the laundry aisle
                                                            • The Time Bubble Bursts
                                                              • What's it about?
                                                                • What we've seen
                                                                  • Implications for laundry products
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Economy’s impact on category subtle yet pervasive
                                                                          • Figure 1: Total U.S. retail sales of home laundry products, at current prices, 2003-13
                                                                          • Figure 2: Total U.S. retail sales of home laundry products, at inflation-adjusted prices, 2003-13
                                                                        • Walmart sales
                                                                        • Competitive Context

                                                                          • P&G expands its competitive scope
                                                                            • Budget pressure means greater competition among segments
                                                                              • Private label small but growing—Sun Products positioned to give it a boost
                                                                                • Figure 3: FDMx private label market share in select home laundry segments, 2006-09
                                                                            • Overall Segment Performance

                                                                              • Key points
                                                                                • Multi-benefit detergents and economizing cutting into other segments
                                                                                  • Figure 4: U.S. sales and forecast of home laundry products, at current prices, by segment, 2003-13
                                                                                  • Figure 5: Sales of home laundry products, by segment, 2007 and 2008
                                                                              • Segment Performance—Laundry Detergent

                                                                                • Key points
                                                                                  • Detergents remain the essential laundry ingredient
                                                                                    • Lower-priced powders end sales slide in recession
                                                                                      • Figure 6: U.S. sales and forecast of laundry detergent, 2003-13
                                                                                  • Segment Performance—Fabric Softener Liquid

                                                                                    • Key points
                                                                                      • Fabric softener liquids hold steady as other fabric care segments decline
                                                                                        • Figure 7: U.S. sales and forecast of fabric softener liquid, 2003-13
                                                                                    • Segment Performance—Bleach

                                                                                      • Key points
                                                                                        • Color-safe bleach competes with both additives and detergents
                                                                                          • Alternative uses may be key to re-igniting growth in SHC bleach
                                                                                            • Figure 8: U.S. sales and forecast of bleach products, 2003-13
                                                                                        • Segment Performance—Laundry Care

                                                                                          • Key points
                                                                                            • A few notable exceptions to an overall decline
                                                                                              • Figure 9: U.S. sales and forecast of laundry care products, 2003-13
                                                                                          • Segment Performance—Fabric Softener Sheets

                                                                                            • Key point
                                                                                              • Dryer sheet sales show weakness as home laundry shoppers economize
                                                                                                • Figure 10: U.S. sales and forecast of fabric softener sheets, 2003-13
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Sales continue to flow from supermarkets to other channels
                                                                                                  • Figure 11: U.S. sales of home laundry products, by retail channel, 2006 and 2008
                                                                                              • Retail Channels—Supermarkets

                                                                                                • Key point
                                                                                                  • Supermarkets continue to lose home laundry sales despite promotions
                                                                                                    • Figure 12: U.S. sales of home laundry products at supermarkets, 2003-08
                                                                                                • Retail Channels—Drug Stores

                                                                                                  • Key points
                                                                                                    • Drug stores capture fill-in laundry sales
                                                                                                      • Figure 13: U.S. sales of home laundry products at drug stores, 2003-08
                                                                                                  • Retail Channels—Other

                                                                                                    • Key points
                                                                                                      • Walmart’s influence over the category has been significant
                                                                                                        • Warehouse clubs and dollar stores offer distinct value propositions
                                                                                                          • Figure 14: U.S. sales of home laundry products at other channels*, 2003-08
                                                                                                      • Natural Channel/SPINS

                                                                                                        • Home laundry sales level off in the natural channel
                                                                                                            • Figure 15: Natural product supermarket retail sales of laundry products**, at current prices, 2007-09
                                                                                                          • Seventh Generation dominates natural food channel
                                                                                                              • Figure 16: Manufacturer brand natural supermarket sales of laundry products, 2007 and 2009
                                                                                                          • Market Drivers

                                                                                                            • Shifts in population composition may impact market
                                                                                                              • Figure 17: Population, by race and Hispanic origin, 2004-14
                                                                                                            • Forgoing the dry cleaner has led to more DIY home laundry
                                                                                                              • Figure 18: Reported dry cleaner dollar sales change versus same period in previous year, Q4 2008 and Q1 2009
                                                                                                            • Percentage of households with children is declining
                                                                                                              • Figure 19: Households, by presence of children, 1998-2008
                                                                                                              • Figure 20: Incidence of purchase of laundry products, by presence of children, March 2009
                                                                                                          • Leading Companies

                                                                                                            • Key points
                                                                                                              • P&G slips but holds its dominant lead
                                                                                                                • Sun Products combines brands and private label
                                                                                                                  • Church & Dwight
                                                                                                                    • Clorox expanding beyond bleach into natural laundry products
                                                                                                                      • Figure 21: FDMx sales of leading home laundry companies, 2008 and 2009
                                                                                                                  • Brand Share—Liquid Detergents

                                                                                                                    • Key points
                                                                                                                      • Price is important, but not the biggest driver of liquid detergent share
                                                                                                                        • New entry from Clorox will build momentum for green detergents
                                                                                                                          • Figure 22: FDMx brand sales of liquid detergents, 2008 and 2009
                                                                                                                      • Brand Share—Powdered Detergents

                                                                                                                        • Key points
                                                                                                                          • Value perception stabilizes segment; share shifts to value brands
                                                                                                                            • Figure 23: FDMx brand sales of powdered detergents, 2008 and 2009
                                                                                                                        • Brand Share—Liquid Fabric Softeners

                                                                                                                          • Key points
                                                                                                                            • Downy maintains lead but loses share to value brands
                                                                                                                              • Figure 24: FDMx brand sales of liquid fabric softeners, 2008 and 2009
                                                                                                                          • Brand Share—Fabric Softener Sheets

                                                                                                                            • Key point
                                                                                                                              • P&G holds nearly two thirds of segment
                                                                                                                                • Figure 25: FDMx brand sales of fabric softener sheets, 2008 and 2009
                                                                                                                            • Brand Share—Bleach

                                                                                                                              • Clorox maintains its lead in declining bleach segment
                                                                                                                                • Figure 26: FDMx brand sales of bleach, 2008 and 2009
                                                                                                                            • Brand Share—Other Laundry Care

                                                                                                                              • Key points
                                                                                                                                • OxiClean breaks out of the pack in pre-washes and additives
                                                                                                                                  • Figure 27: FDMx brand sales of laundry pre-washes and additives, 2008 and 2009
                                                                                                                                • Woolite reaches beyond fine washables to grow
                                                                                                                                  • Figure 28: FDMx brand sales of fine washable detergent, 2008 and 2009
                                                                                                                                • Little change in spray starch
                                                                                                                                  • Figure 29: FDMx brand sales of laundry starch, 2008 and 2009
                                                                                                                              • Brand Qualities

                                                                                                                                • Tide holds steady
                                                                                                                                  • An ever-expanding array of value-added alternatives
                                                                                                                                    • New approaches to marketing
                                                                                                                                      • Woolite not just for your undies
                                                                                                                                        • Arm & Hammer strengthens in recession…
                                                                                                                                          • …but still fights for shelf space with other value brands and private label
                                                                                                                                          • Innovation and Innovators

                                                                                                                                            • New product activity concentrated in detergents
                                                                                                                                              • Figure 30: New product introductions of fabric care in the U.S., by subcategory, 2004-09
                                                                                                                                            • Packaging claims tend to be environmental
                                                                                                                                              • Figure 31: Leading product claims in fabric care in the U.S., by share of all introductions, 2004-09
                                                                                                                                            • Cleaning effectiveness
                                                                                                                                              • Convenience
                                                                                                                                                • Senses
                                                                                                                                                  • Environment
                                                                                                                                                  • Advertising and Promotion

                                                                                                                                                    • Overview
                                                                                                                                                      • Figure 32: Media expenditure of selected home laundry products, 2006 and 2007
                                                                                                                                                    • More for the money
                                                                                                                                                      • Figure 33: Tide television ad, 2009
                                                                                                                                                    • Value = longer-lasting clothing
                                                                                                                                                      • Figure 34: Woolite television ad, 2008
                                                                                                                                                      • Figure 35: Tide TotalCare television ad, 2009
                                                                                                                                                    • A return to cleaning power
                                                                                                                                                      • Figure 36: OxiClean television ad, 2009
                                                                                                                                                    • Care for the senses
                                                                                                                                                      • Figure 37: Downy television ad, 2009
                                                                                                                                                    • A new standard of convenience
                                                                                                                                                      • Figure 38: Purex 3-in-1 television ad, 2009
                                                                                                                                                  • Usage

                                                                                                                                                    • Key points
                                                                                                                                                      • Detergent use near universal
                                                                                                                                                        • Figure 39: Type of laundry product used in household, 2003-08
                                                                                                                                                      • Use of powdered detergents stabilizes in recession
                                                                                                                                                        • Figure 40: Type of laundry soap/detergent used, 2003-08
                                                                                                                                                    • Brand Usage

                                                                                                                                                      • Key points
                                                                                                                                                        • Tide dominates detergent usage over a handful of others
                                                                                                                                                          • Figure 41: Brand of laundry soap/detergent used, by age, July 2007-September 2008
                                                                                                                                                        • Household income can influence detergent brand choice
                                                                                                                                                          • Figure 42: Brand of laundry soap/detergent used, by Income, July 2007-September 2008
                                                                                                                                                        • Spray ‘N Wash and Shout used by the majority of pre-treaters
                                                                                                                                                          • Figure 43: Brand of laundry booster/pre-soaks/pre-cleaners used, July 2007-September 2008
                                                                                                                                                          • Figure 44: Brand of bleach used, July 2007-September 2008
                                                                                                                                                        • P&G’s brands lead fabric softening…
                                                                                                                                                          • Figure 45: Brand of fabric softener used, July 2007-September 2008
                                                                                                                                                        • …and spray starch
                                                                                                                                                          • Figure 46: Brand of spray starch used, July 2007-September 2008
                                                                                                                                                      • Laundry Products Purchased

                                                                                                                                                        • Key points
                                                                                                                                                          • Most adults purchase home laundry products, women even more likely
                                                                                                                                                            • Figure 47: Incidence of purchase of laundry products, by gender, March 2009
                                                                                                                                                          • Youngest adults least likely to purchase home laundry products
                                                                                                                                                            • Figure 48: Incidence of purchase of laundry products, by age, March 2009
                                                                                                                                                          • Household size drives purchase of most laundry products
                                                                                                                                                            • Figure 49: Incidence of purchase of laundry products, by household size, March 2009
                                                                                                                                                        • Purchase Factors

                                                                                                                                                          • Key points
                                                                                                                                                            • Price and past experience lead detergent purchase decisions
                                                                                                                                                              • Figure 50: Purchase factors, by age, March 2009
                                                                                                                                                          • Laundry Product Purchase Decisions

                                                                                                                                                            • Key points
                                                                                                                                                              • Retailer promotions influence both store and brand choice
                                                                                                                                                                  • Figure 51: Laundry product decisions, by age, March 2009
                                                                                                                                                              • Laundry Habits

                                                                                                                                                                • Key points
                                                                                                                                                                  • Comfort and ease essential in the selection of and care for clothing
                                                                                                                                                                    • Figure 52: Special care laundry habits, by age, March 2009
                                                                                                                                                                  • Economizing can take various forms, but performance is still important
                                                                                                                                                                    • Figure 53: Performance and value laundry habits, by age, March 2009
                                                                                                                                                                  • Younger respondents more likely to vary detergent based on laundry task
                                                                                                                                                                    • Figure 54: Laundry habits, by age, March 2009
                                                                                                                                                                • Attitudes Toward Doing the Laundry

                                                                                                                                                                  • Key point
                                                                                                                                                                    • Home laundry viewed as more than just a chore
                                                                                                                                                                      • Figure 55: Attitudes towards doing laundry, by gender, March 2009
                                                                                                                                                                      • Figure 56: Attitudes towards doing laundry, by age, March 2009
                                                                                                                                                                  • Brand Switching

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Brand switchers tend to be younger, live in larger households
                                                                                                                                                                        • Figure 57: Laundry brand switchers, by gender, age and household size, March 2009
                                                                                                                                                                      • Wanting a cheaper brand the most common reason for switching
                                                                                                                                                                        • Figure 58: Reasons for switching laundry brand, by age, March 2009
                                                                                                                                                                        • Figure 59: Reasons for switching laundry brand, by household size, March 2009
                                                                                                                                                                    • Environmentally friendly Laundry Detergent Brands

                                                                                                                                                                      • Key point
                                                                                                                                                                        • Trial higher among younger home laundry buyers
                                                                                                                                                                          • Figure 60: Brand of environmentally friendly laundry detergent that you tried in the past six months, by age, March 2009
                                                                                                                                                                          • Figure 61: Brand of environmentally friendly laundry detergent that you tried in the past six months, by income, March 2009
                                                                                                                                                                      • Has the Economy Affected Laundry Habits?

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Economizing and simplification on the rise
                                                                                                                                                                              • Figure 62: Purchase behavior and laundry products, 2008 and 2009
                                                                                                                                                                          • Race and Hispanic Origin

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Blacks and Hispanics more likely to use more laundry products
                                                                                                                                                                                • Figure 63: Incidence of purchase of laundry products, by race/Hispanic origin, March 2009
                                                                                                                                                                              • Blacks and Hispanics more active in seeking out new products
                                                                                                                                                                                • Figure 64: Important factors in purchase of laundry products, by top two boxes, by race/Hispanic origin, March 2009
                                                                                                                                                                              • Black and Hispanic shoppers base store selection on home laundry prices
                                                                                                                                                                                • Figure 65: Attitudes and behavior toward laundry products, by race/Hispanic origin, March 2009
                                                                                                                                                                              • Blacks more involved in the laundry process
                                                                                                                                                                                • Figure 66: Laundry habits, by race/Hispanic origin, March 2009
                                                                                                                                                                              • Blacks express a deeper emotional connection with the laundry
                                                                                                                                                                                • Figure 67: More laundry habits, by race/Hispanic origin, March 2009
                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                • Engaged Perfectionists
                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                    • Budgeting Brand Switchers
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Brand Loyal but Disinterested
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Figure 68: Laundry product purchaser clusters, March 2009
                                                                                                                                                                                            • Figure 69: Purchase of laundry products in the past six months, by laundry product purchaser clusters, March 2009
                                                                                                                                                                                            • Figure 70: Laundry detergent selection factors, by laundry product purchaser clusters, March 2009
                                                                                                                                                                                            • Figure 71: Laundry product decisions, by laundry product purchaser clusters, March 2009
                                                                                                                                                                                            • Figure 72: Laundry habits, by laundry product purchaser clusters, March 2009
                                                                                                                                                                                            • Figure 73: More laundry habits, by laundry product purchaser clusters, March 2009
                                                                                                                                                                                            • Figure 74: Brand switching in laundry detergents in the past year, by laundry product purchaser clusters, March 2009
                                                                                                                                                                                            • Figure 75: Laundry product purchaser clusters, by gender, March 2009
                                                                                                                                                                                            • Figure 76: Laundry product purchaser clusters, by age, March 2009
                                                                                                                                                                                            • Figure 77: Laundry product purchaser clusters, by income, March 2009
                                                                                                                                                                                            • Figure 78: Laundry product purchaser clusters, by race, March 2009
                                                                                                                                                                                            • Figure 79: Laundry product purchaser clusters, by Hispanic origin, March 2009
                                                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                                                          • Race/Hispanic origin by age
                                                                                                                                                                                            • Purchase factors
                                                                                                                                                                                                • Figure 80: Purchase factors, by race/Hispanic origin and age, March 2009
                                                                                                                                                                                              • Laundry habits
                                                                                                                                                                                                • Figure 81: Special care laundry habits, by race/Hispanic origin and age, March 2009
                                                                                                                                                                                                • Figure 82: Special care laundry habits, by race/Hispanic origin and age, March 2009
                                                                                                                                                                                              • Laundry attitudes
                                                                                                                                                                                                • Figure 83: Attitudes towards doing laundry, by race/Hispanic origin and age, March 2009
                                                                                                                                                                                            • IRI/Builders: Key Household Purchase Measures

                                                                                                                                                                                                • Overview of laundry detergent
                                                                                                                                                                                                  • Liquid laundry detergent
                                                                                                                                                                                                    • Consumer insights on key purchase measures—liquid laundry detergent
                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                        • Figure 84: Brand map, selected brands of liquid laundry detergent, by household penetration, 2008*
                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                          • Figure 85: Key purchase measures for the top brands of liquid laundry detergent, by household penetration, 2008*
                                                                                                                                                                                                        • Powder laundry detergent
                                                                                                                                                                                                          • Consumer insights on key purchase measures—powder laundry detergent
                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                              • Figure 86: Brand map, selected brands of powder laundry detergent, by household penetration, 2008*
                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                • Figure 87: Key purchase measures for the top brands of powder laundry detergent, by household penetration, 2008*
                                                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                • Figure 88: Brand of laundry soap/detergent used, by age, July 2007-September 2008
                                                                                                                                                                                                                • Figure 89: Incidence of purchase of laundry products, by marital status, March 2009
                                                                                                                                                                                                                • Figure 90: Purchase factors by top two boxes, March 2009
                                                                                                                                                                                                                • Figure 91: Purchase factors, by marital status, March 2009
                                                                                                                                                                                                                • Figure 92: Purchase factors, by household size, March 2009
                                                                                                                                                                                                                • Figure 93: Laundry product decisions, by marital status, March 2009
                                                                                                                                                                                                                • Figure 94: Laundry product decisions, by household size, March 2009
                                                                                                                                                                                                                • Figure 95: Laundry habits, by marital status, March 2009
                                                                                                                                                                                                                • Figure 96: Laundry habits, by household size, March 2009
                                                                                                                                                                                                                • Figure 97: Attitudes towards doing laundry, by marital status, March 2009
                                                                                                                                                                                                                • Figure 98: Attitudes towards doing laundry, by household size, March 2009
                                                                                                                                                                                                                • Figure 99: Reasons for switching laundry brand, by marital status, March 2009
                                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                                              Home Laundry Products - US - June 2009

                                                                                                                                                                                                              US $3,995.00 (Excl.Tax)