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Laundry Detergents and Fabric Conditioners - UK - August 2013

“Although sales growth has returned, the laundry market still faces many challenges such as the relatively low level of brand loyalty and the consumer reliance on periods of price promotions to stock-up on products. Utilising refillable packs and product subscription offers presents an opportunity to secure loyalty by offering consumers value for money.”

– Charlotte Libby – Household and Personal Care Analyst

Some questions answered in this report include:

  • Which laundry detergent product claims are the most important to consumers?
  • How can brand loyalty be increased in the laundry market?
  • What can fabric conditioners do to increase market share?
  • How will an ageing population affect the laundry market?

The laundry detergents and fabric conditioners market performed well in 2012. As the UK avoids a triple dip recession, consumers have become more willing to trade up to more expensive laundry products which offer a greater range of benefits; such as stain removal and low-temperature washing.

Laundry detergents enjoy near universal penetration, however fabric conditioners are not seen as essential for all consumers. Introducing more tailored fabric conditioner products, such as those designed for bed sheets or expensive clothing items could encourage more consumer use. Further growth for the market lies in creating products with more sophisticated claims, such as age or gender specific products.

Products covered in this report:

Main wash laundry detergents offered to the consumer in a range of product formats, including: powders, liquids, gels, tablets and capsules/liquid tablets. This includes standard and concentrated, biological, non-biological, two-in-one and ‘colour’ products.

Special wash detergents, which includes detergents for hand washing and delicate fabrics.

Rinse conditioners: used in addition to laundry detergents in order to soften, freshen and/or make drying and ironing easier, and available as standard and concentrated liquids.

Tumble dry enhancers: offered as fragrance-impregnated sheets that are designed for use in tumble dryers (eg Bounce).

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Table of contents

  1. Introduction

      • Products covered in this report
        • Abbreviations
        • Executive Summary

            • The market: Growth returns after a period of decline in 2011
              • Figure 1: Best and worst case forecast of UK sales of laundry detergents and fabric conditioners, 2008-18
            • Market drivers: Opportunity for age and gender specific products
              • Companies, brands and innovation: Launches focus on new packaging
                • Figure 2: New products in the UK laundry detergents and fabric conditioners market, % by launch type, Jan 2009-May 2013
              • The consumer: Detergents have near universal penetration
                • Figure 3: Usage of laundry detergents and fabric conditioners, May 2013
                • Figure 4: Most desired laundry detergent product attributes, May 2013
              • The consumer: Scent most important for fabric conditioners
                • Figure 5: Most desired fabric conditioner/softener product attributes, May 2013
              • The consumer: Flexibility of dose is important
                • Figure 6: Attitudes towards laundry detergents and fabric conditioners, May 2013
              • What we think
              • Issues in the Market

                  • Which laundry detergent product claims are the most important to consumers?
                    • How can brand loyalty be increased in the laundry market?
                      • What can fabric conditioners do to increase market share?
                        • How will an ageing population affect the laundry market?
                        • Trend Application

                            • Trend: Life Hacking
                              • Trend: Second Skin
                                • Mintel futures: Brand Intervention
                                • Market Drivers

                                  • Key points
                                    • An ageing population presents packaging opportunities
                                      • Figure 7: Trends in the age structure of the UK population, by gender, 2008-18
                                    • Rise of one-person households
                                      • Figure 8: Forecast adult population aged 15+, by lifestage, 2008-18
                                      • Figure 9: UK households, by size, 2008-18
                                    • Some cynicism towards environmentally friendly claims
                                      • Fitness and sporting activities popular
                                        • Figure 10: RPI for clothing and footwear, March 2009-March 2013
                                      • Water bills continue to rise
                                        • Figure 11: Sunshine, rainfall and mean temperature in the UK, 2008-12
                                      • Household washing machines reaching 100% penetration
                                        • Figure 12: Penetration of laundry appliances in UK households, May 2013
                                    • Who’s Innovating?

                                      • Key points
                                        • Packaging innovations lead in 2012 and 2013
                                          • Figure 13: New product launches in the UK laundry detergents and fabric conditioners market, % by launch type, Jan 2009-May 2013
                                        • Detergents account for six in ten product launches
                                          • Figure 14: New product launches in the UK laundry detergents and fabric conditioners market, by sub category, Jan 2013-May 2013
                                        • Own-label launches continue to overshadow brands
                                          • Figure 15: New product launches in the UK laundry detergents and fabric conditioners market, % by own-label vs. branded, Jan 2009-May 2013
                                        • Three in four laundry detergents hold environmentally friendly claims
                                          • Figure 16: New product launches in the UK laundry detergents market, % share by top five claims, Jan 2009-May 2013
                                        • Economy claim grows in fabric conditioners and softeners
                                          • Figure 17: New product launches in the UK fabric conditioners market, % share by top five claims, Jan 2009-May 2013
                                        • Procter & Gamble leads NPD in 2012
                                          • Figure 18: New product launches in the UK laundry detergents and fabric conditioners market, % by top companies, 2012
                                      • Market Size and Forecast

                                        • Key points
                                          • Market growth returns after brief decline in 2011
                                            • Figure 19: UK retail value sales and forecasts of laundry detergents and fabric conditioners, 2008-18
                                          • Annual sales growth expected to continue
                                            • Figure 20: Best and worst case forecast of UK sales of laundry detergents and fabric conditioners, 2008-18
                                          • Forecast methodology
                                          • Segment Performance

                                            • Key points
                                              • Fabric conditioners enjoy consistent annual growth
                                                • Figure 21: UK retail value sales of laundry detergents and fabric conditioners, by sector, 2008-18
                                              • Two-in-one products losing appeal
                                                • Figure 22: UK retail value sales of laundry detergents, by formulation, 2011-13
                                                • Figure 23: UK retail value sales of laundry detergents, by format, 2011-13
                                            • Market Share

                                              • Key points
                                                • Persil leads the laundry detergent market
                                                  • Figure 24: Brands’ value shares in laundry detergents, years ending May 2012 and 2013
                                                • Comfort and Lenor fight a close battle for market leadership
                                                  • Figure 25: Brands’ value shares in fabric conditioners, years ending May 2012 and 2013
                                              • Companies and Products

                                                • Procter & Gamble
                                                    • Figure 26: Global financial data for Procter & Gamble, 2011-12
                                                    • Figure 27: New product launches by Procter & Gamble in the UK laundry detergents and fabric conditioners market, July 2012- July 2013
                                                  • Unilever
                                                      • Figure 28: Key financial data for Unilever, 2011-12
                                                      • Figure 29: New product launches by Unilever in the UK laundry detergents and fabric conditioners market, July 2012-July 2013
                                                    • Robert McBride
                                                        • Figure 30: Key financial data for Robert McBride, 2011-12
                                                      • Ecover
                                                        • Other companies
                                                          • Figure 31: Other companies and brands in the laundry detergents and fabric conditioners market, 2013
                                                      • Brand Communication and Promotion

                                                        • Key points
                                                          • Advertising spend at lowest level in four years
                                                            • Figure 32: Main media advertising expenditure on washing powders, liquids and tabs and fabric softeners, by category, 2009-12
                                                          • Top two reduce spend by over 60% in 2012
                                                            • Figure 33: Main media advertising on washing detergents and fabric softeners, by top advertisers, Jan 2009-July 2013
                                                          • Internet takes third highest spend
                                                            • Figure 34: Main media advertising expenditure on washing powders, liquids and tabs and fabric softeners, by media type, 2009-12
                                                          • Unilever brands Persil and Comfort lead spend
                                                            • Figure 35: Main media advertising expenditure on washing powders, liquids and tabs, by top brands, 2012
                                                            • Figure 36: Main media advertising expenditure on fabric softeners and conditioners, by top brands, 2012
                                                        • Brand Research

                                                          • Brand map
                                                              • Figure 37: Attitudes towards and usage of brands in the laundry sector, July 2013
                                                            • Correspondence analysis
                                                              • Brand attitudes
                                                                • Figure 38: Attitudes, by laundry brand, July 2013
                                                              • Brand personality
                                                                • Figure 39: Laundry brand personality – macro image, July 2013
                                                                • Figure 40: Laundry brand personality – micro image, July 2013
                                                              • Brand experience
                                                                • Figure 41: Laundry brand usage, July 2013
                                                                • Figure 42: Satisfaction with various laundry brands, July 2013
                                                                • Figure 43: Consideration of laundry brands, July 2013
                                                                • Figure 44: Consumer perceptions of current laundry brand performance, July 2013
                                                                • Figure 45: Laundry brand recommendation – Net Promoter Score, July 2013
                                                              • Brand index
                                                                • Figure 46: Laundry brand index, July 2013
                                                                • Figure 47: Laundry brand index vs. recommendation, July 2013
                                                              • Target group analysis
                                                                • Figure 48: Target groups, July 2013
                                                                • Figure 49: Laundry brand usage, by target groups, July 2013
                                                              • Group One – Conformists
                                                                • Group Two – Simply the Best
                                                                  • Group Three – Shelf Stalkers
                                                                    • Group Four – Habitual Shoppers
                                                                      • Group Five – Individualists
                                                                      • Channels to Market

                                                                        • Key points
                                                                          • Grocery multiples take 87p of every £1 spent
                                                                            • Figure 50: Retail value sales of laundry detergents and fabric conditioners, by outlet type, 2010-12
                                                                        • The Consumer – Product Usage and Frequency

                                                                          • Key points
                                                                            • Fabric conditioners used by six in ten laundry consumers
                                                                              • Figure 51: Usage of laundry detergents and fabric conditioners, May 2013
                                                                            • Powder and liquid compete for detergent preference
                                                                              • Figure 52: Types of laundry detergent used in the past six months, May 2013
                                                                            • Powder detergent is the most frequently used laundry detergent
                                                                              • Figure 53: Frequency of using laundry detergents and fabric conditioners, May 2013
                                                                          • The Consumer – Desired Product Attributes

                                                                            • Key points
                                                                              • Low temperature washing holds appeal
                                                                                • Figure 54: Most desired laundry detergent product attributes, May 2013
                                                                              • Men want to keep clothes fresh & hygienic
                                                                                • Animal friendly more important than environmentally friendly
                                                                                  • Fragrance of fabric softeners key purchase driver
                                                                                    • Figure 55: Most desired fabric conditioner/softener product attributes, May 2013
                                                                                  • Makes ironing easier
                                                                                  • The Consumer – Attitudes Towards Shopping for Laundry Products

                                                                                    • Key points
                                                                                      • Supermarkets preferred for laundry purchases
                                                                                        • Figure 56: Attitudes towards purchasing laundry detergents and fabric conditioners, May 2013
                                                                                      • Bulk-buying the preserve of the wealthy
                                                                                        • Two-in-one products lack appeal
                                                                                        • The Consumer – Usage Attitudes

                                                                                          • Key points
                                                                                            • Laundry routines can be spontaneous
                                                                                              • Figure 57: Attitudes towards washing clothes and household items, May 2013
                                                                                            • Stains vs smells
                                                                                              • Pack and store
                                                                                              • The Consumer – Product Attitudes

                                                                                                • Key points
                                                                                                  • Flexible dosage is important
                                                                                                    • Figure 58: Attitudes towards laundry detergents and fabric conditioners, May 2013
                                                                                                  • One in five forgo fabric conditioner to save money
                                                                                                    • Eco products which benefit the consumer have appeal
                                                                                                    • The Consumer – Interest in New Products

                                                                                                      • Key points
                                                                                                        • Products to make laundry quicker can command a higher spend
                                                                                                          • Figure 59: Interest in new product development, May 2013
                                                                                                        • Young adults want to wash with ease
                                                                                                          • Consumers willing to invest in hygiene
                                                                                                            • Fragrance remains an interest for consumers
                                                                                                            • Appendix – Market Drivers

                                                                                                                • Figure 60: Laundry responsibilities, by demographics, May 2013
                                                                                                            • Appendix – Segment Performance

                                                                                                                • Figure 61: UK retail sales value and unit sales 2011-13
                                                                                                                • Figure 62: UK retail value sales of fabric conditioners, by type, 2012 and 2013
                                                                                                            • Appendix – Brand Research

                                                                                                                • Figure 63: Brand usage, May 2013
                                                                                                                • Figure 64: Brand commitment, May 2013
                                                                                                                • Figure 65: Brand momentum, May 2013
                                                                                                                • Figure 66: Brand diversity, May 2013
                                                                                                                • Figure 67: Brand satisfaction, May 2013
                                                                                                                • Figure 68: Brand recommendation, May 2013
                                                                                                                • Figure 69: Brand attitude, May 2013
                                                                                                                • Figure 70: Brand image – macro image, May 2013
                                                                                                                • Figure 71: Brand image – micro image, May 2013
                                                                                                                • Figure 72: Profile of target groups, by demographics, May 2013
                                                                                                                • Figure 73: Psychographic segmentation, by target group, May 2013
                                                                                                                • Figure 74: Brand usage, by target groups, May 2013
                                                                                                              • Brand index
                                                                                                                • Figure 75: Brand index, May 2013
                                                                                                            • Appendix – Product Usage and Frequency

                                                                                                                • Figure 76: Most popular product usage, by demographics, May 2013
                                                                                                                • Figure 77: Next most popular product usage, by demographics, May 2013
                                                                                                                • Figure 78: Biological laundry detergents product usage of biological laundry detergents, by demographics, May 2013
                                                                                                                • Figure 79: Non-biological laundry detergents product usage, by demographics, May 2013
                                                                                                                • Figure 80: Frequency of all 2-in-1 users, by demographics, May 2013
                                                                                                                • Figure 81: Frequency of biological laundry detergents powder, by demographics, May 2013
                                                                                                                • Figure 82: Frequency of biological laundry detergents capsules use, by demographics, May 2013
                                                                                                                • Figure 83: Frequency of biological laundry detergents gel/liquid, by demographics, May 2013
                                                                                                                • Figure 84: Frequency of biological laundry detergents tablets, by demographics, May 2013
                                                                                                                • Figure 85: Frequency of biological laundry detergents 2 in 1 biological laundry detergent and fabric conditioner/softener use, by demographics, May 2013
                                                                                                                • Figure 86: Frequency of non-biological laundry detergent powder, by demographics, May 2013
                                                                                                                • Figure 87: Frequency of non-biological laundry detergents capsules, by demographics, May 2013
                                                                                                                • Figure 88: Frequency of non-biological laundry detergents gel/liquid, by demographics, May 2013
                                                                                                                • Figure 89: Frequency of non-biological laundry detergents tablets, by demographics, May 2013
                                                                                                                • Figure 90: Frequency of handwash/delicate laundry detergent, by demographics, May 2013
                                                                                                                • Figure 91: Frequency of fabric conditioner/softener liquid use, by demographics, May 2013
                                                                                                            • Appendix – Desired Product Attributes

                                                                                                                • Figure 92: Product usage, by most popular top laundry detergent product attributes, May 2013
                                                                                                                • Figure 93: Product usage, by next most popular top laundry detergent product attributes, May 2013
                                                                                                                • Figure 94: Product usage, by other top laundry detergent product attributes, May 2013
                                                                                                                • Figure 95: Product usage, by most popular top fabric conditioner product attributes, May 2013
                                                                                                                • Figure 96: Product usage, by next most popular top fabric conditioner product attributes, May 2013
                                                                                                                • Figure 97: Most popular top laundry detergent product attributes, by demographics, May 2013
                                                                                                                • Figure 98: Next most popular top laundry detergent product attributes, by demographics, May 2013
                                                                                                                • Figure 99: Other top laundry detergent product attributes, by demographics, May 2013
                                                                                                                • Figure 100: Most popular top fabric conditioner product attributes, by demographics, May 2013
                                                                                                                • Figure 101: Next most popular top fabric conditioner product attributes, by demographics, May 2013
                                                                                                                • Figure 102: Other top fabric conditioner product attributes, by demographics, May 2013
                                                                                                            • Appendix – Attitudes Towards Shopping for Laundry Products

                                                                                                                • Figure 103: Most popular attitudes towards shopping for laundry detergents and fabric conditioners, by demographics, May 2013
                                                                                                                • Figure 104: Next most popular attitudes towards shopping for laundry detergents and fabric conditioners, by demographics, May 2013
                                                                                                                • Figure 105: Other attitudes towards shopping for laundry detergents and fabric conditioners, by demographics, May 2013
                                                                                                            • Appendix – Usage Attitudes

                                                                                                                • Figure 106: Product attitudes, by most popular usage attitudes, May 2013
                                                                                                                • Figure 107: Product attitudes, by next most popular usage attitudes, May 2013
                                                                                                                • Figure 108: Product usage, by most popular usage attitudes, May 2013
                                                                                                                • Figure 109: Product usage, by next most popular usage attitudes, May 2013
                                                                                                                • Figure 110: Most popular usage attitudes, by demographics, May 2013
                                                                                                                • Figure 111: Next most popular usage attitudes, by demographics, May 2013
                                                                                                            • Appendix – Product Attitudes

                                                                                                                • Figure 112: Top laundry detergent product attributes, by most popular product attitudes, May 2013
                                                                                                                • Figure 113: Top laundry detergent product attributes, by next most popular product attitudes, May 2013
                                                                                                                • Figure 114: Most popular product attitudes, by demographics, May 2013
                                                                                                                • Figure 115: Next most popular product attitudes, by demographics, May 2013
                                                                                                            • Appendix – Interest in New Product Development

                                                                                                                • Figure 116: Interest in new product development-products that give good cleaning results with a quick wash, by demographics, May 2013
                                                                                                                • Figure 117: Interest in new product development-extra strength laundry detergent, by demographics, May 2013
                                                                                                                • Figure 118: Interest in new product development-a product to make tumble drying quicker, by demographics, May 2013
                                                                                                                • Figure 119: Interest in new product development-products that reduce creasing, by demographics, May 2013
                                                                                                                • Figure 120: Interest in new product development-spray on hand wash detergent, by demographics, May 2013
                                                                                                                • Figure 121: Interest in new product development-products which allow you to select a fragrance from a range and add it separately, by demographics, May 2013
                                                                                                                • Figure 122: Interest in new product development-products that enable you to wash colours and whites together, by demographics, May 2013
                                                                                                                • Figure 123: Interest in new product development-products which leave antibacterial properties on clothes to keep them cleaner for longer, by demographics, May 2013
                                                                                                                • Figure 124: Interest in new product development-laundry products sold together with matching fragrances, by demographics, May 2013
                                                                                                                • Figure 125: Interest in new product development-laundry products which release fragrance slowly over time, by demographics, May 2013
                                                                                                                • Figure 126: Interest in new product development-products with attractive pack designs, by demographics, May 2013

                                                                                                            Companies Covered

                                                                                                            • Allergy UK
                                                                                                            • Aquados Ltd
                                                                                                            • Ecover UK
                                                                                                            • Facebook, Inc.
                                                                                                            • Jeyes UK
                                                                                                            • Kellogg Company of GB Limited
                                                                                                            • London Oil Refining Company Limited
                                                                                                            • McBride PLC
                                                                                                            • Procter & Gamble UK & Ireland
                                                                                                            • PZ Cussons
                                                                                                            • Reckitt Benckiser (UK)
                                                                                                            • Star Brands
                                                                                                            • Unilever Plc
                                                                                                            • United Nations Children's Fund (UNICEF)
                                                                                                            • Yahoo! UK & Ireland
                                                                                                            • YouTube, Inc.

                                                                                                            Laundry Detergents and Fabric Conditioners - UK - August 2013

                                                                                                            £1,995.00 (Excl.Tax)