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Laundry Detergents and Fabric Care - UK - August 2015

“A focus on fragrance and more premium products has helped encourage shoppers to trade up and expand their product repertoires; in-wash scent boosters and antibacterial laundry cleaners in particular have created new product categories and helped return the market to growth. The next challenge for the sector is to encourage trading up in laundry detergents, its largest segment, to compensate for declining volume sales.”
– Richard Caines, Senior Household Care Analyst

This report looks at the following areas:

  • Increasing concentration and changing formats
  • Opportunities for product differentiation in fabric care
  • All-in-one vs multiproduct approach to doing the laundry

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • Laundry sales boosted by focus on fragrance
            • Figure 1: Best- and worst-case forecast of UK retail sales of home laundry products, 2010-20
          • A strong year for NPD activity in laundry products
            • Figure 2: New product launches in the UK home laundry market, % by sub-category, 2011-15
          • Liquids/gels used most widely but powder more often
            • Figure 3: Usage of different types of home laundry products, April 2015
          • Power to remove stains at low temperatures
            • Figure 4: Factors influencing choice of laundry detergents, April 2015
          • Three key factors important for fabric conditioners
            • Figure 5: Factors influencing choice of fabric softeners, April 2015
          • Super concentrated stain removing power for detergents
            • Figure 6: Interest in trying laundry products with particular features, April 2015
          • What we think
          • Issues and Insights

            • Increasing concentration and changing formats
              • The facts
                • The implications
                  • Opportunities for product differentiation in fabric care
                    • The facts
                      • The implications
                        • All-in-one vs multiproduct approach to doing the laundry
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Return to growth for home laundry market
                                • Laundry detergent sales flat with declining volumes
                                  • Focus on fragrance drives fabric conditioner growth
                                    • Strong growth in stain removers and laundry cleansers
                                      • Population growth to boost laundry market
                                        • Advances in laundry appliance technology could impact on market
                                          • Increased retailer price competition
                                          • Market Size and Forecast

                                            • Total market boosted by strong sales of fabric conditioners
                                              • Figure 7: UK retail value sales and forecast of home laundry products, at current and constant prices, 2010-20
                                            • A bright future ahead
                                              • Figure 8: Best- and worst-case forecast of UK retail sales of home laundry products, 2010-20
                                          • Segment Performance

                                            • Fabric conditioners increasing share of market
                                              • Figure 9: Breakdown of UK retail value sales of home laundry products, by segment, 2012-15
                                            • Flat sales of laundry detergents
                                              • Figure 10: UK retail value sales and forecast of laundry detergents, at current and constant prices, 2010-20
                                              • Figure 11: UK retail value sales of laundry detergents, by formulation, 2013-15
                                              • Figure 12: UK retail value sales of laundry detergents, by format, 2013-15
                                            • Fabric conditioners showing strong growth
                                              • Figure 13: UK retail value sales and forecast of fabric conditioners, at current and constant prices, 2010-20
                                              • Figure 14: UK retail value sales of fabric conditioners, by type, 2013-15
                                            • Dettol laundry cleanser boosts wash treatment sales
                                              • Figure 15: UK retail value sales and forecast of wash treatment products and ironing enhancers, at current and constant prices, 2010-20
                                              • Figure 16: UK retail value sales of wash treatment products and ironing enhancers, by segment, 2013-15
                                          • Channels to Market

                                            • Grocery multiples dominate retail distribution
                                              • Figure 17: UK retail value sales of home laundry products*, by outlet type, 2013-15
                                            • Bargain or discount stores an importance secondary source
                                            • Market Drivers

                                              • Growth in number of households
                                                • Figure 18: UK households, by size, 2009-19
                                              • Population growth means more laundry
                                                • Figure 19: Trends in the age structure of the UK population, 2009-19
                                              • Ownership of washing machines almost universal
                                                • Figure 20: Household ownership of washing machines, washer dryers and tumble dryers, 2012-15
                                              • Developing technology could have impact on detergents
                                                • Figure 21: Interest in product innovation in washing machines and tumble dryers, January 2015
                                              • Increased retailer price competition
                                                • Figure 22: Stores used for buying household care products in the past six months, April 2015
                                            • Key Players – What You Need to Know

                                              • Persil and Ariel increase market shares
                                                • Surf also performs strongly, but has a weaker brand image
                                                  • Comfort Creations boosts fabric conditioner sales
                                                    • Three manufacturers dominate advertising spending
                                                      • Big campaigns by RB for Vanish and Dettol
                                                        • Strong year for NPD activity in home laundry market
                                                          • Range of own-label products increasing
                                                            • Increased concentration and a focus on fragrance
                                                              • Skin-friendly and convenience claims on the increase
                                                              • Market Share

                                                                • Persil and Ariel increase share of detergents market
                                                                  • Figure 23: Brands’ value shares in laundry detergents, years ending April, 2014 and 2015
                                                                • Comfort Creations increases spending on fabric conditioners
                                                                  • Figure 24: Brands’ value shares in fabric conditioners, years ending April, 2014 and 2015
                                                                • Vanish Gold and Dettol boost wash treatment category
                                                                  • Figure 25: Brands’ value shares in wash treatment*, years ending April, 2014 and 2015
                                                                • Own-label increases its share in ironing enhancers
                                                                  • Figure 26: Brands’ value shares in ironing enhancers*, years ending April, 2014 and 2015
                                                              • Brand Research

                                                                  • Brand map
                                                                    • Figure 27: Attitudes towards and usage of selected brands, June 2015
                                                                  • Key brand metrics
                                                                    • Figure 28: Key metrics for selected brands, June 2015
                                                                  • Brand attitudes: Persil and Ariel share similar brand image
                                                                    • Figure 29: Attitudes, by brand, June 2015
                                                                  • Brand personality: Despite Surf’s fragrance focus, it struggles to create overall upbeat image
                                                                    • Figure 30: Brand personality – macro image, June 2015
                                                                  • Vanish leads market for pure performance attributes
                                                                    • Figure 31: Brand personality – micro image, June 2015
                                                                  • Brand analysis
                                                                    • Vanish has a strong perception of high-performance
                                                                      • Figure 32: User profile of Vanish, June 2015
                                                                    • Persil offers a familiar, accessible choice
                                                                      • Figure 33: User profile of Persil, June 2015
                                                                    • Bold 2in1’s value image may help to create usage and drive recommendation
                                                                      • Figure 34: User profile of Bold 2in1, June 2015
                                                                    • Ariel is similar to Persil, but has a stronger image among 16-24s
                                                                      • Figure 35: User profile of Ariel, June 2015
                                                                    • Surf’s focus on fragrance may limit associations with functionality
                                                                      • Figure 36: User profile of Surf, June 2015
                                                                  • Brand Communication and Promotion

                                                                    • Increase in 2014 advertising spending
                                                                      • Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on home laundry products*, January 2011-June 2015
                                                                    • Laundry detergents around half of advertising spending
                                                                      • Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on home laundry products, by sub-category, January 2011-June 2015
                                                                    • P&G leading advertiser in laundry market
                                                                      • Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on home laundry products, by leading advertisers, January 2011-June 2015
                                                                    • Persil brand receives most advertising support
                                                                      • Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure on washing powders/liquids/tabs, by top 10 campaigns, 2014
                                                                      • Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure on washing powders/liquids/tabs, % by brand, 2014
                                                                    • Comfort and Lenor dominate fabric softeners
                                                                      • Figure 42: Recorded above-the-line, online display and direct mail total advertising expenditure on fabric softeners/conditioners, by leading campaigns, 2014
                                                                      • Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure on fabric softeners/conditioners, % by brand, 2014
                                                                    • Heavy advertising support for Vanish Gold
                                                                      • Figure 44: Recorded above-the-line, online display and direct mail total advertising expenditure on stain removers/whiteners, by leading campaigns, 2014
                                                                      • Figure 45: Recorded above-the-line, online display and direct mail total advertising expenditure on stain removers/whiteners, by leading campaigns, 2014
                                                                    • TV advertising takes largest share of spending
                                                                      • Figure 46: Recorded above-the-line, online display and direct mail total advertising expenditure on home laundry products, by media type, January 2011-June 2015
                                                                    • Coverage/methodology clarification
                                                                    • Launch Activity and Innovation

                                                                      • Conditioners and softeners increase share of launch activity
                                                                        • Figure 47: New product launches in the UK home laundry market, % by sub-category, January 2011-June 2015
                                                                      • Liquids and capsules seeing the most launches
                                                                        • Figure 48: New product launches in the automatic detergents sub-category, % by format type, January 2011-June 2015
                                                                        • Figure 49: Examples of launches of laundry capsules in the UK automatic detergents market, 2015
                                                                      • Range of laundry products available still expanding
                                                                        • Figure 50: New product launches in the UK home laundry market, % by own-label vs branded, January 2011-June 2015
                                                                        • Figure 51: Examples of own-label product launches in the UK home laundry products market, 2015
                                                                        • Figure 52: New product launches in the UK home laundry market, % own-label vs branded by sub-category, 2014
                                                                      • Tesco led 2014 new launch activity
                                                                        • Figure 53: New product launches in the UK home laundry market, % by company (based on top 10 for 2014), January 2011-June 2015
                                                                        • Figure 54: Examples of branded product launches in the UK home laundry products market, 2015
                                                                      • Ethical claims most prominent
                                                                        • Figure 55: New product launches in the UK home laundry market, % by company (based on top claims for 2014), January 2011-June 2015
                                                                        • Figure 56: Examples of product launches by eco-brands in the UK home laundry products market, 2014 and 2015
                                                                      • More dermatologically tested products
                                                                        • Figure 57: Examples of product launches targeting mother and baby in the UK home laundry products market, 2015
                                                                      • Bigger focus on fragrance drives NPD
                                                                        • Figure 58: New product launches in the UK home laundry market, % by launch type, January 2011-June 2015
                                                                        • Figure 59: Examples of launches focusing on fragrance in the UK home laundry market, 2014 and 2015
                                                                    • The Consumer – What You Need to Know

                                                                      • Nine in ten people shop for home laundry products
                                                                        • Liquids/gels used most widely but powder more often
                                                                          • Most fabric care products used on an occasional basis
                                                                            • Fragrance innovations can encourage trading up
                                                                              • Focus on increased concentration
                                                                                • Multiple benefits can offer added convenience
                                                                                  • Separate detergent and fabric conditioner preferred
                                                                                  • Responsibility for Shopping for Laundry Products and Doing the Laundry

                                                                                    • Majority of people take some responsibility for purchasing…
                                                                                      • Figure 60: Responsibility for shopping for home laundry products, April 2015
                                                                                    • …and for doing the laundry
                                                                                      • Figure 61: Participation in doing the laundry, April 2015
                                                                                    • But differences in level of involvement by gender and age
                                                                                      • Figure 62: Responsibility for shopping for home laundry products, by gender and age, April 2015
                                                                                  • Usage of Home Laundry Products

                                                                                    • Liquid/gel used most widely but powder more often
                                                                                      • Figure 63: Usage of different types of laundry detergent, April 2015
                                                                                      • Figure 64: Any usage of different types of laundry detergent, April 2015
                                                                                    • Occasional usage more likely for most fabric care products
                                                                                      • Figure 65: Usage of other fabric care products, April 2015
                                                                                      • Figure 66: Any usage of other fabric care products, April 2015
                                                                                    • More than half of people use five or more products
                                                                                      • Figure 67: Number of different laundry and fabric care products used – any usage, April 2015
                                                                                  • Factors Influencing Choice

                                                                                    • Power to remove stains and at low temperatures most important
                                                                                      • Figure 68: Factors influencing choice of laundry detergents, April 2015
                                                                                    • Keeping clothes smelling fresh another key consideration
                                                                                      • Multiple benefits offer convenience
                                                                                        • Environmental issues a low priority
                                                                                          • Long-lasting, fresh scents important for fabric softeners
                                                                                            • Figure 69: Factors influencing choice of fabric softeners, April 2015
                                                                                          • Focus on increased concentration has appeal
                                                                                            • Natural ingredients could be promoted as better for skin as well as environment
                                                                                            • Interest in Product Features

                                                                                              • Added stain remover booster in laundry detergent appeals
                                                                                                • Figure 70: Interest in trying laundry products with particular features, April 2015
                                                                                              • Super-concentration has multiple advantages
                                                                                                • Room for fabric softeners to go beyond softening and freshening
                                                                                                  • Still more opportunities for fragrance development
                                                                                                    • Stain removers for getting rid of invisible stains
                                                                                                    • Laundry Behaviour and Attitudes

                                                                                                      • Stronger preference for separate detergent and conditioner
                                                                                                        • Figure 71: Combination vs separate laundry products, April 2015
                                                                                                      • Giving people advice on best combination of products
                                                                                                        • Variable dosing habits could limit growth of single-dose products
                                                                                                            • Figure 72: Single-dose detergents and dosing, April 2015
                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                            • Abbreviations
                                                                                                              • Fan chart forecast
                                                                                                                • Brand research
                                                                                                                  • Brand map
                                                                                                                    • Correspondence analysis
                                                                                                                    • Appendix – The Market

                                                                                                                        • Figure 73: Best- and worst-case forecast for UK retail value sales of home laundry products, 2015-20
                                                                                                                        • Figure 74: Best- and worst-case forecast of UK retail sales of laundry detergents, 2010-20
                                                                                                                        • Figure 75: Best- and worst-case forecast for UK retail value sales of laundry detergents, 2015-20
                                                                                                                        • Figure 76: Best- and worst-case forecast of UK retail sales of fabric conditioners, 2010-20
                                                                                                                        • Figure 77: Best- and worst-case forecast for UK retail value sales of fabric conditioners, 2015-20
                                                                                                                        • Figure 78: Best- and worst-case forecast of UK retail sales of wash treatment products and ironing enhancers, 2010-20
                                                                                                                        • Figure 79: Best- and worst-case forecast for UK retail value sales of wash treatment products and ironing enhancers, 2015-20
                                                                                                                    • Appendix – Key Players

                                                                                                                        • Figure 80: New product launches in the UK automatic laundry detergents market, % by top claims, 2014
                                                                                                                        • Figure 81: New product launches in the UK fabric conditioners & softeners market, % by top claims, 2014

                                                                                                                    Companies Covered

                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                    Laundry Detergents and Fabric Care - UK - August 2015

                                                                                                                    US $2,570.96 (Excl.Tax)