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Laundry Detergents and Fabric Conditioners - UK - June 2012

“In the current economic climate with household budgets being squeezed consumers have become more focused on price, but opportunities still exist for shifting attention towards other product attributes. Fragrance will remain an important secondary product differentiator, but the long-term challenge for manufacturers is convincing more consumers that their products can be effective at low temperatures or even using cold water.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • To what extent are shoppers loyal to the leading brands?
  • How can companies persuade consumers to look beyond price?
  • What can brands and retailers do to simplify product selection?
  • What are the prospects for the fabric conditioners market?
  • Which product features should manufacturers be mainly focusing on?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK sales of laundry detergents and fabric conditioners, 2007-17
            • Small decline seen in sales of laundry products
              • Lower detergent sales but growth in conditioners
                • Figure 2: UK retail value sales of laundry detergents, by formulation, 2011
              • Market factors
                • Almost universal demand for laundry detergents
                  • Figure 3: Frequency of using the washing machine, September/October 2011
                • More clothes to wash but bigger focus on price
                  • Companies, brands and innovation
                    • Big two manufacturers dominate market
                      • Figure 4: Brand value shares in laundry detergents, 2011
                      • Figure 5: Brands’ value shares in fabric conditioners, 2011
                    • Four in ten new launches are fabric conditioners
                      • Persil Small & Mighty the biggest advertising campaign
                        • The consumer
                          • Usage of powders bounces back
                            • Figure 6: Usage of laundry detergents, by format, 2010 and 2011
                          • Shoppers put their faith in well-known brands
                            • Figure 7: Buying behaviour for clothes-washing detergents and fabric conditioners, April 2012
                          • Product selection mostly made at the shelf
                            • Figure 8: Shopping behaviour for clothes-washing detergents and fabric conditioners, April 2012
                          • Removing stains the most important attribute
                            • Figure 9: Most important factors influencing choice of clothes-washing detergents, April 2012
                            • Figure 10: Most important factors influencing choice of fabric conditioners, April 2012
                          • More people need convincing about low-temperature washing
                            • Figure 11: Attitudes towards laundry detergents and fabric conditioners, April 2012
                          • What we think
                          • Issues in the Market

                              • To what extent are shoppers loyal to the leading brands?
                                • How can companies persuade consumers to look beyond price?
                                  • What can brands and retailers do to simplify product selection?
                                    • What are the prospects for the fabric conditioners market?
                                      • Which product features should manufacturers be mainly focusing on?
                                      • Future Opportunities

                                          • Trend: Life Hacking
                                            • Trend: Make That Mine
                                              • 2015 Trend: Brand Intervention
                                              • Internal Market Environment

                                                • Key points
                                                  • Ownership of washing appliances nearly universal
                                                    • Figure 12: Trends in ownership of laundry appliances and irons, 2007-11
                                                  • Regularity of clothes washing ensures steady demand
                                                    • Figure 13: Frequency of loading and putting on the washing machine, September/October 2011
                                                  • Decline in those willing to pay a premium to be green
                                                      • Figure 14: Trends in attitudes towards the environment and recycling, 2007-11
                                                    • Regular sporting activity not boosted by the Olympics
                                                      • Figure 15: Trends in selected sports/activities played or taken part in regularly, 2007-11
                                                    • Significant demand for products for sensitive skin
                                                      • Figure 16: Trends in complaints suffered from in the last 12 months, 2007-11
                                                    • Strong desire for fresh smelling clothes
                                                      • Figure 17: Trends in attitudes towards clothing, 2007-11
                                                      • Figure 18: RPI for clothing and footwear, March 2009-February 2012
                                                    • Rising production costs impacting on profits
                                                      • Approval of limits on phosphates
                                                        • New Sustainable Cleaning mark
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Greater focus on buying brands on special offer
                                                              • Figure 19: Shopping habits for household products, April 2012
                                                            • More households to drive additional demand for laundry products
                                                              • Figure 20: UK households, by size, 2007-17
                                                            • An ageing population but also more children
                                                              • Figure 21: Trends in the age structure of the UK population, 2007-17
                                                              • Figure 22: Forecast adult population trends, by lifestage, 2007-17
                                                            • Stuttering economy goes into double dip recession
                                                              • Figure 23: GDP quarterly percentage change, Q1 2004-Q1 2012
                                                          • Strengths and Weaknesses in the Market

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Conditioners increase share of new launches
                                                                    • Figure 24: New products in the UK laundry detergents and fabric conditioners market, by sub-category, January 2009-April 2012
                                                                    • Figure 25: New products in the UK laundry detergents and fabric conditioners market – private-label vs. branded, January 2009-April 2012
                                                                  • P&G leads NPD activity
                                                                    • Figure 26: New products in the UK laundry detergents and fabric conditioners market, % by top companies, January 2009-April 2012
                                                                  • Big focus on promoting green credentials
                                                                    • Figure 27: New product launches in the UK laundry detergents and fabric conditioners market, % by claim, top 10, January 2009-April 2012
                                                                  • New packaging push for 2012
                                                                    • Figure 28: New products in the UK laundry detergents and fabric conditioners market, % by launch type, January 2009-April 2012
                                                                  • Product innovations
                                                                    • Laundry detergent refill first
                                                                      • Revolutionary new washing detergent
                                                                        • The ecoegg for allergy sufferers
                                                                          • Laundry hygiene tablets
                                                                            • Washing powder specifically intended for use with soft water
                                                                              • Packaging developments
                                                                              • Competitive Context

                                                                                • Key points
                                                                                  • Performance of laundry held back by detergents
                                                                                    • Figure 29: Comparison of laundry products with other household care markets, 2006-11
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Dip in total sales of laundry products
                                                                                      • Figure 30: UK retail value sales and forecast of laundry detergents and fabric conditioners, 2007-17
                                                                                    • The future
                                                                                      • Figure 31: Best- and worst-case forecast of UK sales of laundry detergents and fabric conditioners, 2007-17
                                                                                    • Forecast methodology
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Sales of detergents hit by move to larger packs
                                                                                          • Figure 32: UK retail value sales of laundry detergents and fabric conditioners, by sector, 2007-17
                                                                                        • Laundry detergents
                                                                                            • Figure 33: UK retail value sales of laundry detergents, by formulation, 2010 and 2011
                                                                                            • Figure 34: UK retail value sales of laundry detergents, by format, 2010 and 2011
                                                                                          • Fabric conditioners
                                                                                            • Figure 35: UK retail value sales of fabric conditioners, by type, 2010 and 2011
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • Laundry detergents
                                                                                              • Figure 36: Brands’ value shares in laundry detergents, 2010 and 2011
                                                                                            • Fabric conditioners
                                                                                              • Figure 37: Brands’ value shares in fabric conditioners, 2010 and 2011
                                                                                          • Companies and Products

                                                                                            • Procter & Gamble
                                                                                                • Figure 38: New product launches by Procter & Gamble in the UK laundry detergents and fabric conditioners market, July 2011-May 2012
                                                                                              • Unilever
                                                                                                  • Figure 39: New product launches by Unilever in the UK laundry detergents and fabric conditioners market, July 2011-May 2012
                                                                                                • Robert McBride
                                                                                                  • Ecover
                                                                                                    • Other companies
                                                                                                      • Figure 40: other companies and brands in the laundry detergents and fabric conditioners market, 2012
                                                                                                  • Brand Research

                                                                                                    • Brand map
                                                                                                        • Figure 41: Attitudes towards and usage of brands in the laundry sector, April 2012
                                                                                                      • Correspondence analysis
                                                                                                        • Brand attitudes
                                                                                                          • Figure 42: Attitudes by laundry brand, April 2012
                                                                                                        • Brand personality
                                                                                                          • Figure 43: Laundry brand personality – macro image, April 2012
                                                                                                          • Figure 44: Laundry brand personality – micro image, April 2012
                                                                                                        • Brand experience
                                                                                                          • Figure 45: Laundry brand usage, April 2012
                                                                                                          • Figure 46: Satisfaction with various laundry brands, April 2012
                                                                                                          • Figure 47: Consideration of laundry brands, April 2012
                                                                                                          • Figure 48: Consumer perceptions of current laundry brand performance, April 2012
                                                                                                          • Figure 49: Laundry brand recommendation – Net Promoter Score, April 2012
                                                                                                        • Brand index
                                                                                                          • Figure 50: Laundry brand index, April 2012
                                                                                                          • Figure 51: Laundry brand index vs. recommendation, April 2012
                                                                                                        • Target group analysis
                                                                                                          • Figure 52: Target groups, April 2012
                                                                                                          • Figure 53: Laundry brand usage, by target groups, April 2012
                                                                                                        • Group One – Conformists
                                                                                                          • Group Two – Simply the Best
                                                                                                            • Group Three – Shelf Stalkers
                                                                                                              • Group Four – Habitual Shoppers
                                                                                                                • Group Five – Individualists
                                                                                                                • Brand Communication and Promotion

                                                                                                                  • Key points
                                                                                                                    • Decline seen in total advertising
                                                                                                                      • Figure 54: Main media advertising expenditure on washing powders and liquids, and fabric softeners, 2008-April 2012
                                                                                                                    • Reduction in spending by big two manufacturers
                                                                                                                      • Figure 55: Main media advertising on washing powders and liquids, by advertiser, 2008-11
                                                                                                                    • Persil Small & Mighty the biggest campaign
                                                                                                                      • Figure 56: Main media advertising expenditure on washing powders and liquids, by top ten brands, 2011
                                                                                                                      • Figure 57: Total main media advertising of leading brands in washing powders and liquids, 2011
                                                                                                                    • TV and press advertising dominate
                                                                                                                      • Figure 58: Main media advertising expenditure on washing powders and liquids, by media type, 2008-11
                                                                                                                    • Advertising of fabric softeners boosted by Comfort
                                                                                                                      • Figure 59: main media advertising expenditure on fabric softeners, by advertiser, 2008-11
                                                                                                                    • Comfort Bright range tops softeners campaigns
                                                                                                                      • Figure 60: Main media advertising expenditure on fabric softeners, by top ten brands, 2011
                                                                                                                      • Figure 61: Total main media advertising of leading brands in fabric softeners, 2011
                                                                                                                    • Outdoor advertising more popular in 2011
                                                                                                                      • Figure 62: Main media advertising expenditure on fabric softeners, by media type, 2008-11
                                                                                                                  • Channels to Market

                                                                                                                    • Key points
                                                                                                                      • Supermarkets dominate sales of laundry products
                                                                                                                        • Figure 63: Retail distribution of laundry detergents and fabric conditioners, 2009-11
                                                                                                                      • Value/discount retailers also have a presence
                                                                                                                      • Product Usage and Frequency

                                                                                                                        • Key points
                                                                                                                          • Recovery in usage of powders
                                                                                                                            • Figure 64: Trends in using laundry detergents, 2007-11
                                                                                                                            • Figure 65: Trends in frequency of using laundry detergents, 2010 and 2011
                                                                                                                          • Two thirds of shoppers use fabric conditioners
                                                                                                                            • Figure 66: Trends in using fabric conditioners, by type, 2007-11
                                                                                                                            • Figure 67: Trends in frequency of using fabric conditioners, 2010 and 2011
                                                                                                                        • Buying Behaviour

                                                                                                                          • Key points
                                                                                                                            • Well-known brands dominate purchasing
                                                                                                                              • Figure 68: Buying behaviour for clothes-washing detergents and fabric conditioners, April 2012
                                                                                                                            • Strong evidence of brand switching
                                                                                                                              • Youngest and oldest most brand loyal for detergents
                                                                                                                                • Decision making mostly takes place at the shelf
                                                                                                                                    • Figure 69: Shopping behaviour for clothes-washing detergents and fabric conditioners, April 2012
                                                                                                                                  • A quarter of buyers shop at discount stores
                                                                                                                                    • Pre-planning more likely among older shoppers
                                                                                                                                    • Factors Influencing Choice

                                                                                                                                      • Key points
                                                                                                                                        • Power to remove stains the biggest factor
                                                                                                                                          • Figure 70: Most important factors influencing choice of clothes-washing detergents, April 2012
                                                                                                                                        • Bigger preference for non-biological detergents
                                                                                                                                          • Performance more important than format
                                                                                                                                            • Women attach more importance to scent/fragrance
                                                                                                                                              • Softening and adding scent/fragrance most important
                                                                                                                                                • Figure 71: Most important factors influencing choice of fabric conditioners, April 2012
                                                                                                                                              • Making ironing easier a third product benefit
                                                                                                                                                • Conditioners for whites and colours a low priority
                                                                                                                                                • Attitudes Towards Laundry Detergents and Fabric Conditioners

                                                                                                                                                  • Key points
                                                                                                                                                    • Separate fabric conditioner preferred by four in ten people
                                                                                                                                                      • Figure 72: Attitudes towards laundry detergents and fabric conditioners, April 2012
                                                                                                                                                    • Nearly three in ten willing to try cold water washing
                                                                                                                                                      • More than half of women want longer-lasting freshness
                                                                                                                                                        • A quarter of adults have a preference for smaller containers
                                                                                                                                                          • Hope for eco-brands and own-label products
                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                              • Figure 73: Ownership of laundry appliances and irons, by demographics, 2011
                                                                                                                                                              • Figure 74: Attitudes towards environment and recycling, by demographics, 2011
                                                                                                                                                              • Figure 75: Sports/activities played or taken part in regularly, by demographics, 2011
                                                                                                                                                              • Figure 76: Complaints suffered from in the last 12 months, by demographics, 2011
                                                                                                                                                              • Figure 77: Attitudes towards clothing, by demographics, 2011
                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                              • Figure 78: Shopping habits for household products, by demographics, April 2012
                                                                                                                                                              • Figure 79: Shopping habits for household products, by demographics, April 2012 (continued)
                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                              • Figure 80: Best case/worst case forecast for UK retail sales of laundry detergents and fabric conditioners, at current prices, 2012-17
                                                                                                                                                          • Appendix – Segment Performance

                                                                                                                                                              • Figure 81: Forecast of UK retail sales of laundry detergents, at current prices, 2007-17
                                                                                                                                                              • Figure 82: Best case/worst case forecast for UK retail sales of laundry detergents, at current prices, 2012-17
                                                                                                                                                              • Figure 83: Forecast of UK retail sales of fabric conditioners, at current prices, 2007-17
                                                                                                                                                              • Figure 84: Best case/worst case forecast for UK retail sales of fabric conditioners, at current prices, 2012-17
                                                                                                                                                          • Appendix – Brand Research

                                                                                                                                                              • Figure 85: Brand usage, April 2012
                                                                                                                                                              • Figure 86: Brand commitment, April 2012
                                                                                                                                                              • Figure 87: Brand momentum, April 2012
                                                                                                                                                              • Figure 88: Brand diversity, April 2012
                                                                                                                                                              • Figure 89: Brand satisfaction, April 2012
                                                                                                                                                              • Figure 90: Brand recommendation, April 2012
                                                                                                                                                              • Figure 91: Brand attitude, April 2012
                                                                                                                                                              • Figure 92: Brand image – macro image, April 2012
                                                                                                                                                              • Figure 93: Brand image – micro image, April 2012
                                                                                                                                                              • Figure 94: Profile of target groups by demographic, April 2012
                                                                                                                                                              • Figure 95: Psychographic segmentation, by target group, April 2012
                                                                                                                                                              • Figure 96: Brand usage, by target group, April 2012
                                                                                                                                                              • Figure 97: Brand index, April 2012
                                                                                                                                                          • Appendix – Product Usage and Frequency

                                                                                                                                                              • Figure 98: Frequency of use of powders/tablets, by demographics, 2011
                                                                                                                                                              • Figure 99: Frequency of use of liquid detergents for fabrics, by demographics, 2011
                                                                                                                                                              • Figure 100: Frequency of use of fabric conditioners, by demographics, 2011
                                                                                                                                                          • Appendix – Buying Behaviour

                                                                                                                                                              • Figure 101: Buying behaviour for clothes-washing detergents and fabric conditioners, by demographics, April 2012
                                                                                                                                                              • Figure 102: Buying behaviour for clothes-washing detergents and fabric conditioners (continued), by demographics, April 2012
                                                                                                                                                              • Figure 103: Shopping behaviour for clothes-washing detergents, by demographics, April 2012
                                                                                                                                                              • Figure 104: Shopping behaviour for clothes-washing detergents, by demographics, April 2012 (continued)
                                                                                                                                                              • Figure 105: Shopping behaviour for fabric softener, by demographics, April 2012
                                                                                                                                                              • Figure 106: Shopping behaviour for fabric softener, by demographics, April 2012 (continued)
                                                                                                                                                          • Appendix – Factors Influencing Choice

                                                                                                                                                              • Figure 107: Factors influencing choice of clothes-washing detergents, by demographics, April 2012
                                                                                                                                                              • Figure 108: Factors influencing choice of clothes-washing detergents, by demographics, April 2012 (continued)
                                                                                                                                                              • Figure 109: Factors influencing choice of fabric conditioners, by demographics, April 2012 (continued)
                                                                                                                                                              • Figure 110: Factors influencing choice of fabric conditioners, by demographics, April 2012 (continued)
                                                                                                                                                          • Appendix – Attitudes Towards Laundry Detergents and Fabric Conditioners

                                                                                                                                                              • Figure 111: Attitudes towards laundry detergents and fabric conditioners, by demographics, April 2012
                                                                                                                                                              • Figure 112: Attitudes towards laundry detergents and fabric conditioners, by demographics, April 2012 (continued)
                                                                                                                                                              • Figure 113: Attitudes towards laundry detergents and fabric conditioners, by demographics, April 2012 (continued)

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Aquados Ltd
                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                          • British Skin Foundation
                                                                                                                                                          • Ecover UK
                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                          • International Olympic Committee
                                                                                                                                                          • J. Sainsbury
                                                                                                                                                          • Jeyes UK
                                                                                                                                                          • London Oil Refining Company Limited
                                                                                                                                                          • McBride PLC
                                                                                                                                                          • Method Products, Inc.
                                                                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                                                                          • Reckitt Benckiser (UK)
                                                                                                                                                          • Surcare
                                                                                                                                                          • Unilever Plc

                                                                                                                                                          Laundry Detergents and Fabric Conditioners - UK - June 2012

                                                                                                                                                          £1,995.00 (Excl.Tax)