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Laundry Detergents and Fabric Conditioners - Europe - June 2011

The fabric care and laundry detergents report includes two GNPD sub-categories.

  • Automatic detergents cover various types of laundry detergents for use with automatic or twin-tub washing machines. They are available in several different formats: all-purpose or specialist; standard or concentrated; biological and non-biological; powder; tablets; liquid; capsules; and liquitabs.
  • Conditioners and softeners cover all additional laundry aids, which are intended to soften, freshen fabrics. They are available predominantly in a liquid format, but also available are fragrance-impregnated sheets for use in tumble-dryers and also in a capsule/liquitab format. It includes all fabric conditioners that make ironing easier.

Please note that for individual countries, the scope in terms of segmentation or distribution may differ depending on which source data are available.

France: This market covers machine liquid, powder, tablets and capsules and hand washing detergents and soaps. The segment cake/bars is insignificant. It excludes all ancillary products but includes conditioners and softeners. Market sizes are based on sales through all retail outlets and direct to consumer and excludes sales to professional laundries and launderettes.

Germany: This market covers machine liquid, powder, tablets and capsules and hand washing detergents and soaps. It excludes all ancillary products but includes conditioners and softeners. Market sizes are based on sales through all retail outlets and direct to consumer and excludes sales to professional laundries and launderettes.

Italy: This market covers machine powder, liquid, capsules, tablets, cake/bars and delicate laundry detergent. It excludes all ancillary products but includes conditioners and softeners. Market sizes are based on sales through all retail outlets and direct to consumer and excludes sales to professional laundries and launderettes.

Spain: This market covers machine liquid, powder, tablets and capsules and hand washing detergents and soaps. Cake/bars segment is insignificant. It excludes all ancillary products but includes conditioners and softeners. Market sizes are based on sales through all retail outlets and direct to consumer and excludes sales to professional laundries and launderettes.

UK: This market covers machine liquid, powder, tablets and capsules and hand washing detergents and soaps, and gels. It excludes all ancillary products but includes conditioners and softeners. Market sizes are based on sales through all retail outlets and direct to consumer and excludes sales to professional laundries and launderettes.

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Table of contents

  1. Issues in the Market

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Economic recession erodes value growth
                    • Figure 1: Spend per capita (population) of laundry detergents, conditioners and softeners, France, Germany, Spain, Italy, UK, 2006-15
                  • Strengths and weaknesses in brief
                    • Strengths
                      • Weaknesses
                        • Companies, brands and innovation
                          • Figure 2: New product activity in laundry detergents, conditioners and softeners, % share by top five claims in the Big 5 European countries, 2010
                        • The consumer
                          • A wide consumer base
                            • Figure 3: use of washing powders/tablets, liquid detergents for fabrics, fabric conditioners, France, Germany, Italy, Spain, GB, 2010
                          • It is all about the brand
                            • Figure 4: Agreement with the statements on laundry products, %, March 2011
                        • European Market Size and Forecast

                          • Key points
                            • The Big 5
                              • Value
                                • Figure 5: Value sales of laundry detergents, conditioners and softeners, France, 2005-15
                                • Figure 6: Value sales of laundry detergents, conditioners and softeners, Germany, 2005-15
                                • Figure 7: Value sales of laundry detergents, conditioners and softeners, Italy, 2005-15
                                • Figure 8: Value sales of laundry detergents, conditioners and softeners, Spain, 2005-15
                                • Figure 9: Value sales of laundry detergents, conditioners and softeners, UK, 2006-16
                              • Spend per capita
                                • Figure 10: Spend per capita (population) of laundry detergents, conditioners and softeners, 2005-15
                            • Market Segmentation

                              • Key points
                                • France
                                  • Figure 11: Value sales of laundry detergents, conditioners and softeners, by sector, France, 2010
                                • Germany
                                  • Figure 12: Value sales of laundry detergents, conditioners and softeners, by sector, Germany, 2010
                                • Italy
                                  • Figure 13: Value sales of laundry detergents, conditioners and softeners, by sector, Italy, 2010
                                • Spain
                                  • Figure 14: Value sales of laundry detergents, conditioners and softeners, Spain, 2010
                                • UK
                                  • Figure 15: Value sales of laundry detergents, conditioners and softeners, UK, 2010
                              • Companies and Product Innovation

                                • Key points
                                  • Global region
                                    • Figure 16: New product activity in laundry detergents, conditioners and softeners, % share by global region, 2010
                                  • European region
                                    • Figure 17: New product activity in laundry detergents, conditioners and softeners, Europe, % share by country, 2010
                                    • Figure 18: New product activity in laundry conditioners and softeners, % share by category, by country, Big 5, 2010
                                  • New product launches by leading claims
                                    • Figure 19: New product activity in laundry detergents, conditioners and softeners, % share by top five claims in the Big 5 European countries, 2010
                                  • France
                                    • Figure 20: New product activity in laundry detergents, conditioners and softeners, % share of new product launches, France, 2007-10
                                    • Figure 21: New product activity in laundry detergents, conditioners and softeners, % share by claim, France, top five, 2007-10
                                  • Green considerations
                                    • Concentrated cleaning power
                                      • Sweet-smelling conditioners
                                        • Germany
                                          • Figure 22: New product activity in laundry detergents, conditioners and softeners, % share of new product launches, Germany, 2007-10
                                          • Figure 23: New product activity in laundry detergents, conditioners and softeners, % share by claim, Germany, top five, 2007-10
                                        • Clean at low temperatures
                                          • Colour care
                                            • Specialist eco detergent
                                              • Italy
                                                • Figure 24: New product activity in laundry detergents, conditioners and softeners, % Share of new product launches, Italy, 2007-10
                                                • Figure 25: New product activity in laundry detergents, conditioners and softeners, % share by claim, Italy, top five, 2007-10
                                              • No-fluff formulation
                                                • Looking after wool garments and delicates
                                                  • Sensitive softener
                                                    • Green credentials
                                                      • Spain
                                                        • Figure 26: New product activity in laundry detergents, conditioners and softeners, % share of new product launches, Spain, 2007-10
                                                        • Figure 27: New product activity in laundry detergents, conditioners and softeners, % share by claim, Spain, top five, 2007-10
                                                      • Fresh fragrances
                                                        • Targeting the youngest of consumers
                                                          • Eco-friendly packaging
                                                            • UK
                                                              • Figure 28: New product activity in laundry detergents, conditioners and softeners, % share of new product launches, UK, 2007-10
                                                              • Figure 29: New product activity in laundry detergents, conditioners and softeners, % share by claim, UK, top five, 2007-10
                                                            • Sustainable washing solutions
                                                              • Multi-tasking fabric conditioner
                                                                • Skin-friendly products
                                                                • The Consumer – Product Use

                                                                  • Key points
                                                                    • Frequency analysis
                                                                      • Figure 30: Trends in use of washing powders/tablets, liquid detergents for fabrics, fabric conditioners, France, 2010**
                                                                      • Figure 31: Trends in use of washing powders/tablets, liquid detergents for fabrics, fabric conditioners, Germany, 2010
                                                                      • Figure 32: Trends in use of washing powders/tablets, liquid detergents for fabrics, fabric conditioners, Spain, 2010
                                                                      • Figure 33: Trends in use of washing powders/tablets, liquid detergents for fabrics, fabric conditioners, GB, 2010**
                                                                    • Type Analysis
                                                                      • Washing powder/tablets
                                                                        • Figure 34: Types of washing powders/tablets used most often, Germany, 2010
                                                                        • Figure 35: Types of washing powders/tablets used most often, Spain, 2010
                                                                        • Figure 36: Types of washing powders/tablets used most often, GB, 2010
                                                                      • Liquid detergents
                                                                        • Figure 37: Types of liquid detergents for fabrics used, France, 2010
                                                                        • Figure 38: Types of liquid detergents for fabrics used, Germany, 2010
                                                                        • Figure 39: Types of liquid detergents for fabrics used, Spain, 2010
                                                                        • Figure 40: Types of liquid detergents for fabrics used, GB, 2010
                                                                      • Conditioners and softeners
                                                                        • Figure 41: Types of fabric conditioners used, France, 2010
                                                                        • Figure 42: Types of fabric conditioners used, Germany, 2010
                                                                        • Figure 43: Types of fabric conditioners used, Spain, 2010
                                                                        • Figure 44: Types of fabric conditioners used, GB, 2010
                                                                    • The Consumer – Exclusive Consumer Research

                                                                      • Key points
                                                                          • Figure 45: Important factors when buying laundry products, March 2011
                                                                          • Figure 46: Agreement with the statements on laundry products, March 2011
                                                                      • Appendix – Demographic Data

                                                                          • Toluna demographics
                                                                            • Figure 47: Important factors when buying laundry products, by demographics, UK, March 2011
                                                                            • Figure 48: Important factors when buying laundry products, by demographics, France, March 2011
                                                                            • Figure 49: Important factors when buying laundry products, by demographics, Germany, March 2011
                                                                            • Figure 50: Important factors when buying laundry products, by demographics, Spain, March 2011
                                                                            • Figure 51: Important factors when buying laundry products, by demographics, Italy, March 2011
                                                                            • Figure 52: Most popular agreement with the statements on laundry products, by demographics, UK, March 2011
                                                                            • Figure 53: Next most popular agreement with the statements on laundry products, by demographics, UK, March 2011
                                                                            • Figure 54: Most popular agreement with the statements on laundry products, by demographics, France, March 2011
                                                                            • Figure 55: Next most popular agreement with the statements on laundry products, by demographics, France, March 2011
                                                                            • Figure 56: Other agreement with the statements on laundry products, by demographics, France, March 2011
                                                                            • Figure 57: Most popular agreement with the statements on laundry products, by demographics, Germany, March 2011
                                                                            • Figure 58: Next most popular agreement with the statements on laundry products, by demographics, Germany, March 2011
                                                                            • Figure 59: Most popular agreement with the statements on laundry products, by demographics, Spain, March 2011
                                                                            • Figure 60: Next most popular agreement with the statements on laundry products, by demographics, Spain, March 2011
                                                                            • Figure 61: Other agreement with the statements on laundry products, by demographics, Spain, March 2011
                                                                            • Figure 62: Most popular agreement with the statements on laundry products, by demographics, Italy, March 2011
                                                                            • Figure 63: Next most popular agreement with the statements on laundry products, by demographics, Italy, March 2011
                                                                          • TGI demographics
                                                                            • Figure 64: Frequency of use of washing powders/tablets, by demographics, France, 2010
                                                                            • Figure 65: Frequency of use of washing powders/tablets, by demographics, Germany, 2010
                                                                            • Figure 66: Frequency of use of washing powders, by demographics, Germany, 2010
                                                                            • Figure 67: Frequency of use of washing tablets, by demographics, Germany, 2010
                                                                            • Figure 68: Frequency of use of washing powders/tablets, by demographics, Spain, 2010
                                                                            • Figure 69: Frequency of use of washing powders, by demographics, Spain, 2010
                                                                            • Figure 70: Frequency of use of washing tablets, by demographics, Spain, 2010
                                                                            • Figure 71: Frequency of use of washing powders/tablets, by demographics, GB, 2010
                                                                            • Figure 72: Frequency of use of washing powders, by demographics, GB, 2010
                                                                            • Figure 73: Frequency of use of washing tablets, by demographics, GB, 2010
                                                                            • Figure 74: Frequency of use of liquid detergents for fabrics, by demographics, France, 2010
                                                                            • Figure 75: Frequency of use of liquid detergents for fabrics, by demographics, Germany, 2010
                                                                            • Figure 76: Frequency of use of liquid detergents for fabrics, by demographics, Spain, 2010
                                                                            • Figure 77: Frequency of use of liquid detergents for fabrics, by demographics, GB, 2010

                                                                        Companies Covered

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

                                                                        Laundry Detergents and Fabric Conditioners - Europe - June 2011

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