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Laundry Detergents and Fabric Conditioners - UK - June 2011

The report examines the retail market for laundry detergents and fabric conditioners, including the following:

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 that 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).

Excluded

Stain removers that take away stains and include both pre-wash and in-wash products in powder, liquid, gel, tablet and spray format (eg Vanish).

Whiteners and colour care products used with laundry detergents for helping to maintain the brightness of colours and whiteness or whites without bleaching.

Fabric fresheners intended to refresh and revive clothes which have been worn more than once between washes and clothing that has been in storage, including fabric freshener sprays and fragranced sachets (eg Febreze).

Ironing aids that include products for ironing such as fragranced ironing waters and starch liquids or sprays.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast UK retail sales of laundry detergents and fabric conditioners, 2006-16
            • Product innovation drives value sales
              • Reluctance to compromise on performance
                • Fabric conditioners show strongest growth
                  • Market factors
                    • Ownership of washing machines virtually universal
                      • Sensitive skin and the desire to look after existing wardrobes
                        • Population growth will help drive demand
                          • Companies, brands and innovation
                            • Persil still leads detergents market
                              • Lenor takes top spot in conditioners market
                                • Strong desire to prove green and ethical credentials
                                  • P&G and Unilever dominate advertising
                                    • The consumer
                                      • Usage shifts towards concentrated formats
                                        • Preference for well-known brands
                                          • Figure 2: Buying behaviour when shopping for clothes-washing detergents and fabric conditioners, April 2011
                                        • Performance on stains the overriding factor for detergents
                                          • Figure 3: Factors important when choosing clothes-washing detergents, April 2011
                                        • Softening and fragrance the key attraction of conditioners
                                          • Figure 4: Factors important when choosing fabric conditioners, April 2011
                                        • More people switching to low temperatures
                                          • Figure 5: Agreement with statements about washing clothes, April 2011
                                        • What we think
                                        • Issues in the Market

                                            • How is a focus on environmental issues helping to shape the market?
                                              • What role is scent/fragrance playing in helping to increase value sales?
                                                • How have brands fared compared to own-labels in the laundry market?
                                                  • What are typical clothes-washing patterns and how are they changing?
                                                    • How important is colour care and following wash instructions to consumers?
                                                      • Do detergents for sensitive skin have the potential to increase sales?
                                                      • Future Opportunities

                                                          • Trend: Guiding Choice
                                                            • Trend: Men Shopping Badly
                                                            • Internal Market Environment

                                                              • Key points
                                                                • Appliance ownership drives virtually universal demand
                                                                  • Figure 6: Trends in ownership of laundry appliances and irons, 2006-10
                                                                • Consumers less willing to pay more to be green
                                                                  • Figure 7: Agreement with statements on the environment and recycling, 2006-10
                                                                • Sports kits help drive extra washing
                                                                  • Figure 8: Trends in selected sports/activities played or taken part in regularly, 2006-10
                                                                • Sensitive skin has impact on detergent choice
                                                                  • Figure 9: Trends in complaints suffered from in the last 12 months, 2006-10
                                                                • Caring for clothes to make them last longer
                                                                  • Figure 10: Trends in attitudes towards clothing, 2006-10
                                                                  • Figure 11: Retail price inflation (RPI) for clothing and footwear, Q1 2008-Q1 2011
                                                              • Broader Market Environment

                                                                • Key points
                                                                  • More households will ensure growth in demand
                                                                    • Figure 12: UK households, by size, 2006-16
                                                                  • Ageing population and more families
                                                                    • Figure 13: Trends in the age structure of the UK population, 2006-16
                                                                    • Figure 14: Forecast adult population trends, by lifestage, 2006-16
                                                                  • Stuttering recovery being seen in the UK
                                                                    • Figure 15: GDP quarterly percentage change, Q1 2004-Q1 2011
                                                                • Strengths and Weaknesses in the Market

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Leading brands dominate NPD activity
                                                                          • Figure 16: New products in the UK laundry detergents and fabric conditioners market – own- label vs. branded, 2008-11
                                                                          • Figure 17: New products in the UK laundry detergents and fabric conditioners market, by top companies, 2008-11
                                                                        • Heavy focus on environmental and ethical claims
                                                                          • Figure 18: Top ten new product claims in the UK laundry detergents and fabric conditioners market, 2008-11
                                                                        • Strong focus on completely new products
                                                                          • Figure 19: New products in the UK laundry detergents and fabric conditioners market, by launch type, 2008-11
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Slow but steady growth in value sales
                                                                            • Figure 20: Comparison of sales of laundry detergents and fabric conditioners with other household care markets, 2007-10
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Higher average prices drive sales growth
                                                                              • Figure 21: UK retail value sales and forecast of laundry detergents and fabric conditioners, 2006-16
                                                                            • The future
                                                                                • Figure 22: UK best- and worst-case forecast sales of laundry detergents and fabric conditioners, 2006-16
                                                                              • Forecast methodology
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Fabric conditioners lead market growth
                                                                                    • Figure 23: UK retail value sales of laundry detergents and fabric conditioners, by sector, 2006-16
                                                                                  • Laundry detergents
                                                                                    • Figure 24: UK retail value sales of laundry detergents, by formulation, 2009 and 2010
                                                                                    • Figure 25: UK retail value sales of laundry detergents, by format, 2009 and 2010
                                                                                  • Fabric conditioners
                                                                                    • Figure 26: UK retail value sales of fabric conditioners, by type, 2009 and 2010
                                                                                • Market Share

                                                                                  • Key points
                                                                                    • Laundry detergents
                                                                                      • Figure 27: Brands’ value shares in laundry detergents, 2009 and 2010
                                                                                    • Fabric conditioners
                                                                                      • Figure 28: Brands’ value shares in fabric conditioners, 2009 and 2010
                                                                                  • Companies and Products

                                                                                    • Procter & Gamble
                                                                                        • Figure 29: Product launches by Procter & Gamble in the UK laundry detergents products market, September 2010-April 2011
                                                                                      • Unilever
                                                                                          • Figure 30: Product launches by Unilever in the UK laundry detergents products market, September 2010-April 2011
                                                                                        • Robert McBride
                                                                                          • Ecover
                                                                                            • Other companies
                                                                                              • Figure 31: Other companies and brands in the laundry detergents and fabric conditioners market, 2011
                                                                                          • Brand Research

                                                                                            • Brand map
                                                                                                • Figure 32: Attitudes towards and usage of laundry detergent brands, April 2011
                                                                                              • Brand attitudes
                                                                                                • Figure 33: Attitudes, by laundry detergent brand, April 2011
                                                                                              • Brand personality
                                                                                                • Figure 34: Laundry detergent brand personality – macro image, April 2011
                                                                                                • Figure 35: Laundry detergent brand personality – micro image, April 2011
                                                                                              • Correspondence analysis
                                                                                                • Brand experience
                                                                                                  • Figure 36: Laundry detergent brand usage, April 2011
                                                                                                  • Figure 37: Satisfaction with various laundry detergent brands, April 2011
                                                                                                  • Figure 38: Consideration of laundry detergent brands, April 2011
                                                                                                  • Figure 39: Consumer perceptions of current laundry detergent brand performance, April 2011
                                                                                                  • Figure 40: Laundry detergent brand recommendation – Net Promoter Score, April 2011
                                                                                                • Brand index
                                                                                                  • Figure 41: Laundry detergent brand index, April 2011
                                                                                                  • Figure 42: Laundry detergent brand index vs. recommendation, April 2011
                                                                                                • Target group analysis
                                                                                                  • Figure 43: Target groups, April 2011
                                                                                                  • Figure 44: Laundry detergent brand usage, by target groups, April 2011
                                                                                                • Group One – The Conformists
                                                                                                  • Group Two – Simply the Best
                                                                                                    • Group Three – Shelf Stalkers
                                                                                                      • Group Four – Habitual Shoppers
                                                                                                        • Group Five – The Individualists
                                                                                                        • Brand Communication and Promotion

                                                                                                          • Key points
                                                                                                            • Sharp drop in spending on fabric softeners
                                                                                                              • Figure 45: Main media advertising expenditure on washing powders and liquids, and fabric softeners, 2007-10
                                                                                                            • P&G and Unilever dominate advertising of detergents
                                                                                                              • Figure 46: Main media advertising on washing powders and liquids, by advertiser, 2007-10
                                                                                                            • Ariel Actilift the biggest campaign
                                                                                                              • Figure 47: Main media advertising expenditure on washing powders and liquids, by top ten brands, 2010
                                                                                                            • Big TV budgets for laundry detergents
                                                                                                              • Figure 48: Main media advertising expenditure on washing powders and liquids, by media type, 2007-10
                                                                                                            • Unilever top advertiser of fabric softeners
                                                                                                              • Figure 49: Main media advertising expenditure on fabric softeners, by advertiser, 2007-10
                                                                                                              • Figure 50: Main media advertising expenditure on fabric softeners, by top ten brands, 2010
                                                                                                            • TV and press the main media used
                                                                                                              • Figure 51: Main media advertising expenditure on fabric softeners, by media type, 2007-10
                                                                                                          • Channels to Market

                                                                                                            • Key points
                                                                                                              • Larger supermarkets increase share of sales
                                                                                                                • Figure 52: Retail distribution of laundry detergents and fabric conditioners, 2008-10
                                                                                                              • Other retailers take a small share of sales
                                                                                                              • Product Usage and Frequency

                                                                                                                • Key points
                                                                                                                  • Shift to concentrated liquids and gels
                                                                                                                    • Figure 53: Trends in using laundry detergents, 2006-10
                                                                                                                    • Figure 54: Trends in frequency of using laundry detergents, 2006-10
                                                                                                                  • Two thirds use fabric conditioners
                                                                                                                    • Figure 55: Trends in using fabric conditioners, 2006-10
                                                                                                                    • Figure 56: Trends in frequency of using fabric conditioners, 2006-10
                                                                                                                • Consumer Buying Behaviour

                                                                                                                  • Key points
                                                                                                                    • Well-known brands the most popular choice
                                                                                                                        • Figure 57: Buying behaviour when shopping for clothes-washing detergent and fabric conditioner, April 2011
                                                                                                                      • Making use of special offers to save money
                                                                                                                        • Discount outlets attracting significant numbers
                                                                                                                          • Few consumers have used eco brands
                                                                                                                          • Factors Influencing Choice

                                                                                                                            • Key points
                                                                                                                              • Performance on tough stains the overriding factor
                                                                                                                                • Figure 58: Factors influencing choice of clothes-washing detergents, April 2011
                                                                                                                                • Figure 59: Factors important when choosing clothes-washing detergents, April 2011
                                                                                                                              • Fragrance another powerful differentiator
                                                                                                                                • Environmental and ethical issues important
                                                                                                                                  • Mixture of product formulation preferences
                                                                                                                                    • Killing germs in the wash also has some appeal
                                                                                                                                      • Softening and fragrance the key benefits
                                                                                                                                        • Figure 60: Factors influencing choice of fabric conditioners, April 2011
                                                                                                                                        • Figure 61: Factors important when choosing fabric conditioners, April 2011
                                                                                                                                      • Strong interest in colour care fabric conditioners
                                                                                                                                        • Need for evaluation of ethical/environmental issues
                                                                                                                                        • Clothes-washing Patterns

                                                                                                                                          • Key points
                                                                                                                                            • Two thirds always put on a full load of laundry
                                                                                                                                              • Figure 62: Clothes-washing patterns, April 2011
                                                                                                                                            • Women take on the main responsibility for laundry
                                                                                                                                              • Large numbers ignore clothing washing instructions
                                                                                                                                                • Switch to more washing at low temperatures
                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                    • Figure 63: Ownership of laundry appliances and irons, by demographics, 2010
                                                                                                                                                    • Figure 64: Environmental credentials, by demographics, 2010
                                                                                                                                                    • Figure 65: Selected sports/activities played or taken part in regularly, by demographics, 2010
                                                                                                                                                    • Figure 66: Complaints suffered from in the last 12 months, by demographics, 2010
                                                                                                                                                    • Figure 67: Attitudes towards clothing, by demographics, 2010
                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                    • Figure 68: Best case/worst case forecast for UK retail sales of laundry detergents and fabric conditioners, at current prices, 2011-16
                                                                                                                                                • Appendix – Segment Performance

                                                                                                                                                    • Figure 69: Forecast of UK retail sales of laundry detergents, at current prices, 2006-16
                                                                                                                                                    • Figure 70: Best case/worst case forecast for UK retail sales of laundry detergents, at current prices, 2011-16
                                                                                                                                                    • Figure 71: Forecast of UK retail sales of fabric conditioners, at current prices, 2006-16
                                                                                                                                                    • Figure 72: Best case/worst case forecast for UK retail sales of fabric conditioners, at current prices, 2011-16
                                                                                                                                                • Appendix – Brand Research

                                                                                                                                                    • Figure 73: Brand usage, April 2011
                                                                                                                                                    • Figure 74: Brand commitment, April 2011
                                                                                                                                                    • Figure 75: Brand momentum, April 2011
                                                                                                                                                    • Figure 76: Brand diversity, April 2011
                                                                                                                                                    • Figure 77: Brand satisfaction, April 2011
                                                                                                                                                    • Figure 78: Brand recommendation, April 2011
                                                                                                                                                    • Figure 79: Brand attitude, April 2011
                                                                                                                                                    • Figure 80: Brand image – Macro image, April 2011
                                                                                                                                                    • Figure 81: Brand image – Micro image, April 2011
                                                                                                                                                    • Figure 82: Profile of target groups, by demographics, April 2011
                                                                                                                                                    • Figure 83: Psychographic segmentation, by target groups, April 2011
                                                                                                                                                    • Figure 84: Brand usage, by target groups, April 2011
                                                                                                                                                  • Brand index
                                                                                                                                                    • Figure 85: Brand index, April 2011
                                                                                                                                                • Appendix – Product Usage and Frequency

                                                                                                                                                    • Figure 86: Use of laundry detergents, by demographics, 2010
                                                                                                                                                    • Figure 87: Frequency of use of powders/tablets, by demographics, 2010
                                                                                                                                                    • Figure 88: Frequency of use of liquid detergents for fabrics, by demographics, 2010
                                                                                                                                                    • Figure 89: Frequency of using fabric conditioners, by demographics, 2010
                                                                                                                                                • Appendix – Consumer Buying Behaviour

                                                                                                                                                    • Figure 90: Most popular buying behaviour when shopping for clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 91: Next most popular buying behaviour when shopping for clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 92: Other buying behaviour when shopping for clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 93: Most popular buying behaviour when shopping for fabric conditioners, by demographics, April 2011
                                                                                                                                                    • Figure 94: Next most popular buying behaviour when shopping for fabric conditioners, by demographics, April 2011
                                                                                                                                                    • Figure 95: Other buying behaviour when shopping for fabric conditioners, by demographics, April 2011
                                                                                                                                                • Appendix – Factors Influencing Choice

                                                                                                                                                    • Figure 96: Factors influencing biological clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 97: Factors influencing non-biological clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 98: Factors influencing formula for colours in clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 99: Factors influencing scent/fragrance in clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 100: Factors influencing power to remove tough stains in clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 101: Factors influencing concentrated formula clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 102: Factors influencing built-in fabric softener in clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 103: Factors influencing format in clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 104: Factors influencing formula for sensitive skin in clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 105: Factors influencing clothes-washing detergents that work well at low temperatures, by demographics, April 2011
                                                                                                                                                    • Figure 106: Factors influencing ingredients kinder to the environment in clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 107: Factors influencing antibacterial element to kill germs in clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 108: Factors influencing recyclable packaging in clothes-washing detergents, by demographics, April 2011
                                                                                                                                                    • Figure 109: Factors influencing clothes-washing detergents with packaging made from recycled materials, by demographics, April 2011
                                                                                                                                                    • Figure 110: Factors influencing clothes-washing detergents not tested on animals, by demographics, April 2011
                                                                                                                                                    • Figure 111: Factors influencing fabric conditioners that make clothes extra soft, by demographics, April 2011
                                                                                                                                                    • Figure 112: Factors influencing fabric conditioners with scent/fragrance, by demographics, April 2011
                                                                                                                                                    • Figure 113: Factors influencing concentrated formula fabric conditioners, by demographics, April 2011
                                                                                                                                                    • Figure 114: Factors influencing fabric conditioners that make ironing easier, by demographics, April 2011
                                                                                                                                                    • Figure 115: Factors influencing fabric conditioners with formula for sensitive skin, by demographics, April 2011
                                                                                                                                                    • Figure 116: Factors influencing fabric conditioners with ingredients kinder to the environment, by demographics, April 2011
                                                                                                                                                    • Figure 117: Factors influencing fabric conditioners with recyclable packaging, by demographics, April 2011
                                                                                                                                                    • Figure 118: Factors influencing fabric conditioners with packaging made from recycled materials, by demographics, April 2011
                                                                                                                                                    • Figure 119: Factors influencing fabric conditioners with formula for whitening whites, by demographics, April 2011
                                                                                                                                                    • Figure 120: Factors influencing fabric conditioners with formula for brightening colours, by demographics, April 2011
                                                                                                                                                    • Figure 121: Factors influencing fabric conditioners not tested on animals, by demographics, April 2011
                                                                                                                                                • Appendix – Clothes-washing Patterns

                                                                                                                                                    • Figure 122: Most popular clothes-washing patterns, by demographics, April 2011
                                                                                                                                                    • Figure 123: Next most popular clothes-washing patterns, by demographics, April 2011
                                                                                                                                                    • Figure 124: Other clothes-washing patterns, by demographics, April 2011

                                                                                                                                                Companies Covered

                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                • Alliance Boots
                                                                                                                                                • Aquados Ltd
                                                                                                                                                • Asda Group Ltd
                                                                                                                                                • Bank of England
                                                                                                                                                • British Fashion Council
                                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                                • British Skin Foundation
                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                • Co-operative Group
                                                                                                                                                • Council of Mortgage Lenders
                                                                                                                                                • Ecover UK
                                                                                                                                                • Energy Saving Trust
                                                                                                                                                • Freeview
                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                • J. Sainsbury
                                                                                                                                                • Jeyes UK
                                                                                                                                                • Kantar Media
                                                                                                                                                • Lidl (UK)
                                                                                                                                                • Marks & Spencer
                                                                                                                                                • McBride PLC
                                                                                                                                                • Method Products, Inc.
                                                                                                                                                • mmO2 plc
                                                                                                                                                • Netto Foodstores Ltd
                                                                                                                                                • Observer (The)
                                                                                                                                                • Poundland Ltd
                                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                                • Reckitt Benckiser (UK)
                                                                                                                                                • Superdrug Stores Plc
                                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                                • Tesco Plc
                                                                                                                                                • Unilever Plc
                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                • Virgin Mobile
                                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                                • Waitrose
                                                                                                                                                • Waterwise
                                                                                                                                                • Wilkinson Hardware Stores Ltd
                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                • World Wildlife Fund

                                                                                                                                                Laundry Detergents and Fabric Conditioners - UK - June 2011

                                                                                                                                                £1,995.00 (Excl.Tax)