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Laundry Accessories - UK - April 2010

  • Achieving estimated value sales of £257 million in 2010, the market for laundry accessories is shaped by the availability of outdoor space, impacting directly on the number and type of laundry accessories people own.
  • The purchase of laundry accessories, such as washing lines and ironing boards, tends to be planned, most notably for larger items where people like to be able to reserve their products online and shop in a store where there is parking close by.
  • Although outdoor washing lines are responding to innovation in washing machines with larger drums with extra line for the larger wash loads, indoor clothes horses have not kept pace.
  • Μany consumers feel a degree of guilt when running the washing machine for a half-load or using the tumble dryer unnecessarily, providing companies operating in the market with green opportunities for new product development and social initiatives.
  • As functional items, laundry accessories generate little excitement and are generally only purchased when the old one has broken or worn out.
  • As products that are usually stored out of sight, style and design is unimportant. Half of adults (an estimated 19 million adults) prefer plain and unfussy styles and designs.
  • Price is the greatest influence on purchase. Shoppers tend to buy the products they perceive to be the most durable for their budget.
  • More than seven in ten adults own seven or more types of laundry accessories. People with outdoor space tend to own more items including outdoor accessories such as washing lines and associated paraphernalia such as pegs, peg bags and laundry baskets. Outdoor accessories need to innovate in product concepts that can be adapted for indoor use to appeal to people drying indoors either because of a lack of outdoor space or owing to bad weather.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Green washing the nation
              • Celebrating diversity of laundry needs
              • Market in Brief

                • Drying dominates
                  • Purchase prompts
                    • Outdoor space determines number of products owned
                      • Product replacement cycles
                        • Opportunities for the market
                        • Internal Market Environment

                          • Key points
                            • Homes and gardens
                              • Figure 1: Type of property lived in and garden ownership, 2004-09
                            • Laundry appliance ownership
                              • Figure 2: Ownership of laundry appliances and irons, 2004-09
                            • Frequency of doing the laundry
                              • Figure 3: Use of laundry detergents, 2004-09
                            • Clean and tidy
                              • Weather
                                • Figure 4: Mean temperature and total rainfall in the UK, by season, 2004-09
                              • Cost of electricity
                                • Figure 5: Change in cost of consumer electricity, January 2008-Dec 2009
                              • Dry cleaning
                                • Figure 6: Frequency of using dry cleaners, 2004 and 2008
                            • Broader Market Environment

                              • Key points
                                • Population data
                                  • Figure 7: Structure of the UK population, by age and gender, 2005-15
                                • Number of households
                                  • Figure 8: Trends in number of UK households, 1990-2020
                                • Number of housing transactions
                                  • Figure 9: Number of UK residential property transactions*, seasonally adjusted, by quarter, 2005-09
                                • Household size
                                  • Figure 10: Trends in UK household size, 2005-15
                              • Market in Context

                                • Key points
                                  • The UK laundry market
                                    • Figure 11: Value sales and growth within the UK laundry market, by segment, 2005-10
                                • Strengths and Weaknesses

                                  • Strengths
                                    • Weaknesses
                                    • Who’s Innovating?

                                      • Key points
                                        • Durability and capacity
                                          • Environmental inspiration
                                            • Reality check
                                            • Market Size and Forecast

                                              • Key points
                                                • Moving home drives growth
                                                  • Figure 12: UK retail value sales of laundry accessories, 2005-15
                                                • Forecast
                                                  • Factors used in the forecast
                                                  • Segment Performance

                                                    • Key points
                                                      • Total market
                                                        • Figure 13: UK retail value sales of laundry accessories, by sector, 2008-10
                                                      • Drying dominates
                                                        • Figure 14: Value sales of laundry accessories, by sector and product type, 2010 (est)
                                                      • A part of the furniture
                                                        • On-board entertainment
                                                        • Companies and Products

                                                          • Brand map
                                                            • Figure 15: Brand map for laundry accessories, 2010
                                                          • Vale Mill
                                                            • Figure 16: Key financials for Vale Mill (Rochdale) Limited, 2007-08
                                                          • Brabantia
                                                            • Figure 17: Key financials of Brabantia (UK) Limited, 2008-09
                                                          • Vileda
                                                            • Addis
                                                              • Simplehuman
                                                                • Metaltex
                                                                  • JML Group
                                                                    • Leifheit
                                                                      • Argos
                                                                        • Lakeland
                                                                        • Channels to Market

                                                                          • Key points
                                                                            • Argos and variety stores are the housewives’ choice
                                                                              • Figure 18: Purchased laundry accessories from category of retailer, January 2010
                                                                            • Supermarkets ideal for smaller items
                                                                            • Consumer Laundry Habits

                                                                              • Key points
                                                                                  • Figure 19: Household set-up and laundry habits, January 2010
                                                                                • Impact of outdoor space on ownership of laundry accessories
                                                                                  • Figure 20: Ownership of laundry accessories, by availability of outdoor space, January 2010
                                                                                • Impact of outdoor space on replacement of laundry accessories
                                                                                • Ownership and Replacement of Laundry Accessories

                                                                                  • Key points
                                                                                      • Figure 21: Ownership and purchase of laundry accessories, January 2010
                                                                                    • Reasons to buy ironing boards and ironing board covers
                                                                                      • Bigger items, less frequently replaced
                                                                                        • 71% own seven or more laundry accessories
                                                                                          • Figure 22: Number of laundry accessories owned, January 2010
                                                                                        • Babies and new homes greatest reason to buy
                                                                                          • Figure 23: Number of laundry accessories purchased, by approximate time of replacement, January 2010
                                                                                        • People plan to buy larger items
                                                                                        • Purchase of Laundry Accessories

                                                                                          • Key points
                                                                                            • Convenience drives place of purchase
                                                                                              • Figure 24: Most likely place to purchase laundry accessories, January 2010
                                                                                            • Guaranteed attraction to department stores
                                                                                              • B&Q favoured hardware store
                                                                                                • Homebase has younger profile
                                                                                                  • Number of stores where laundry accessories are purchased
                                                                                                    • Figure 25: Repertoire of most likely place to purchase laundry accessories, January 2010
                                                                                                • Attitudes Towards Product Purchase

                                                                                                  • Key points
                                                                                                      • Figure 26: Attitudes towards product purchase, January 2010
                                                                                                    • Purchase motivation
                                                                                                      • Quality more important than brand
                                                                                                      • Target Groups

                                                                                                          • Figure 27: Target groups for laundry accessories, January 2010
                                                                                                        • Indoor Airers (18%)
                                                                                                          • Who are they?
                                                                                                            • Plain & Simples (22%)
                                                                                                              • Who are they?
                                                                                                                • Homestarters (31%)
                                                                                                                  • Who are they?
                                                                                                                    • Replacers (29%)
                                                                                                                      • Who are they?
                                                                                                                      • Appendix – Internal Market Environment

                                                                                                                        • Type of residence
                                                                                                                          • Figure 28: People who live in a house or flat, by demographics, 2009
                                                                                                                        • Garden ownership
                                                                                                                          • Figure 29: Garden ownership, by demographics, 2009
                                                                                                                        • Laundry appliance ownership
                                                                                                                          • Figure 30: Ownership of laundry appliances and irons, by demographics, 2009
                                                                                                                        • Use of laundry products
                                                                                                                          • Figure 31: Use of powders or tablets, by demographics, 2009
                                                                                                                          • Figure 32: Use of liquid detergents for fabrics, by demographics, 2009
                                                                                                                      • Appendix – Consumer Laundry Habits

                                                                                                                          • Figure 33: Most popular household set-up and laundry habits, by demographics, January 2010
                                                                                                                          • Figure 34: Household set-up and laundry habits, by demographics, January 2010
                                                                                                                          • Figure 35: Ownership and purchase of laundry accessories, by availability of outside space to dry laundry, January 2010
                                                                                                                      • Appendix –Ownership and Replacement of Laundry Accessories

                                                                                                                        • Ownership of laundry accessories
                                                                                                                          • Figure 36: Type of laundry accessories owned, by demographics, January 2010
                                                                                                                          • Figure 37: Type of laundry accessories owned, by demographics, January 2010
                                                                                                                        • Number of products owned
                                                                                                                          • Figure 38: Number of laundry accessories owned, by type, January 2010
                                                                                                                          • Figure 39: Number of laundry accessories that people own, by demographics, January 2010
                                                                                                                        • Purchase and replacement of laundry accessories
                                                                                                                          • Bought or replaced in the last 12 months
                                                                                                                            • Figure 40: Types of laundry accessories bought or replaced in the last 12 months, by demographics, January 2010
                                                                                                                            • Figure 41: Types of laundry accessories bought or replaced in the last 12 months, by demographics, January 2010
                                                                                                                          • Bought or replaced 1-5 years ago
                                                                                                                            • Figure 42: Types of laundry accessories bought or replaced between one and five years ago, by demographics, January 2010
                                                                                                                            • Figure 43: Types of laundry accessories bought or replaced between one and five years ago, by demographics, January 2010
                                                                                                                          • Bought or replaced longer than five years ago
                                                                                                                            • Figure 44: Types of laundry accessories bought or replaced longer than five years ago, by demographics, January 2010
                                                                                                                            • Figure 45: Types of laundry accessories bought or replaced longer than five years ago, by demographics, January 2010
                                                                                                                          • Number of products bought or replaced in last 12 months
                                                                                                                            • Figure 46: Number of laundry accessories bought or replaced in the last 12 months, by demographics, January 2010
                                                                                                                          • Number of products bought or replaced 1-5 years ago
                                                                                                                            • Figure 47: Number of laundry accessories bought or replaced between one and five years ago, by demographics, January 2010
                                                                                                                          • Number of products bought or replaced more than five years ago
                                                                                                                            • Figure 48: Number of laundry accessories bought or replaced longer than five years ago, by demographics, January 2010
                                                                                                                            • Figure 49: Most likely place to purchase laundry accessories, by demographics, January 2010
                                                                                                                            • Figure 50: Next most likely place to purchase laundry accessories, by demographics, January 2010 (continued)
                                                                                                                          • Repertoire of where purchased
                                                                                                                            • Figure 51: Number of places that people are likely to buy laundry accessories, by demographics, January 2010
                                                                                                                          • Which items are bought from where
                                                                                                                            • Figure 52: Most popular where purchase laundry accessories, January 2010
                                                                                                                            • Figure 53: Next most popular where purchase laundry accessories, January 2010
                                                                                                                            • Figure 54: Other where purchase laundry accessories, January 2010
                                                                                                                          • Type of retailer
                                                                                                                            • Figure 55: Type of retailer where people buy laundry accessories, by demographics, January 2010
                                                                                                                            • Figure 56: Type of laundry accessory purchased, by type of retailer, January 2010
                                                                                                                            • Figure 57: Type of laundry accessory purchased, by type of retailer, January 2010
                                                                                                                        • Appendix – Attitudes Towards Product Purchase

                                                                                                                            • Figure 58: Attitudes towards buying laundry accessories, by demographics, January 2010
                                                                                                                            • Figure 59: Attitudes towards product purchase, by demographics, January 2010
                                                                                                                        • Appendix – Target Groups

                                                                                                                            • Figure 60: Household set-up and laundry habits, by target groups, January 2010
                                                                                                                            • Figure 61: Ownership and purchase of laundry accessories (any own), by target groups, January 2010
                                                                                                                            • Figure 62: Number of laundry accessories owned, by target groups, January 2010
                                                                                                                            • Figure 63: Number of laundry accessories, by time since last bought or replaced, January 2010
                                                                                                                            • Figure 64: Most likely place to purchase laundry accessories, by target groups, January 2010
                                                                                                                            • Figure 65: Number of places that people buy laundry accessories, by target groups, January 2010
                                                                                                                            • Figure 66: Purchased laundry accessories from category of retailer, by target groups, January 2010
                                                                                                                            • Figure 67: Repertoire of number of category of retailers purchased laundry accessories from, by target groups, January 2010
                                                                                                                            • Figure 68: Attitudes towards product purchase, by target groups, January 2010
                                                                                                                            • Figure 69: Target groups, by demographics, January 2010

                                                                                                                        Companies Covered

                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                        • Alliance Boots
                                                                                                                        • Argos
                                                                                                                        • Asda Group Ltd
                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                        • Co-operative Group
                                                                                                                        • Debenhams Total (GTV)
                                                                                                                        • Ecover UK
                                                                                                                        • Habitat
                                                                                                                        • Home Retail Group
                                                                                                                        • Homebase Ltd
                                                                                                                        • IKEA
                                                                                                                        • J. Sainsbury
                                                                                                                        • John Lewis Plc (department store)
                                                                                                                        • Lidl (UK)
                                                                                                                        • Marks & Spencer
                                                                                                                        • T-Mobile (UK) Ltd
                                                                                                                        • Tesco Plc
                                                                                                                        • Virgin Media Ltd
                                                                                                                        • Virgin Mobile
                                                                                                                        • Vodafone Group Plc (UK)
                                                                                                                        • Waitrose
                                                                                                                        • Wm Morrison Supermarkets

                                                                                                                        Laundry Accessories - UK - April 2010

                                                                                                                        £1,995.00 (Excl.Tax)