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Laundry Detergents and Fabric Softeners - US - August 2013

This report will help you to uncover opportunities and understand the key issues affecting your market. How? By giving you instant access to analysis and critical recommendations. It will also challenge routine thinking by providing fresh, new perspectives that energizes your thought processes.

The laundry detergent and fabric softeners market remains stuck in low gear, declining 1% between 2008 and 2013 to $10.8 billion, a drop of 10% when adjusted for inflation. The category’s sagging sales reflect the fact that many American households continue to struggle financially long after the official end of the 2007-09 recession.

In spite of continued weakness in the overall market, the success of such new products as unit dose laundry detergents and in-wash scent boosters show that consumers are as interested as ever in products that improve results or the process of doing the laundry or that amplify sensory experiences associated with the task.

The following laundry products are included in this report:

  • clothes-washing detergents (also includes fine washable detergents)
  • liquid fabric softeners (also includes solid-form in-wash scent boosters)
  • fabric softener sheets (also includes dryer bars)

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Budget-minded mindset keeps category growth in check
                          • New products gain traction, but don’t lift category sales
                            • Figure 1: Total U.S. retail sales and fan-chart forecast of laundry detergent and fabric softeners, at current prices, 2008-18
                          • Market segmentation
                            • Figure 2: U. Total U.S. retail sales and forecast of laundry detergent and fabric softeners, by segment, 2011 and 2013
                          • The consumer
                            • Category’s newest products appeal to young consumers, have room to grow
                              • Figure 3: Usage of laundry detergent and fabric softener types, May 2013
                            • Stain-fighting power a priority for consumers and focus of brands
                              • Figure 4: Detergent attribute importance, by single-dose pod or pack laundry detergent, May 2013
                            • Sensory benefits stand out as most important to fabric softener users
                              • Figure 5: Fabric softener attribute importance, by in-wash scent boosters, May 2013
                            • Unit dose users see value in combination of benefits
                              • Figure 6: Agreement with attitudes toward doing the laundry, by single-dose pod or pack laundry detergent, May 2013
                            • In-wash scent booster users appreciate both convenience and control
                              • Figure 7: Agreement with attitudes toward doing the laundry, by in-wash scent booster, May 2013
                            • What we think
                            • Issues and Insights

                                • The potential for unit dose detergents
                                  • The issues
                                    • The implications
                                      • In-wash scent boosters point to a more personalized laundry approach
                                        • The issues
                                          • The implications
                                            • Winning the war on stains
                                              • The issues
                                                • The implications
                                                • Trend Applications

                                                    • Trend: Extend My Brand
                                                      • Trend: Life—An Informal Affair
                                                        • Mintel Futures: Generation Next
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Budget-minded mindset keeps category growth in check
                                                              • Major new products gain traction, but don’t lift category sales
                                                                • Figure 8: Total U.S. retail sales and forecast of laundry detergent and fabric softeners, at current prices, 2008-18
                                                                • Figure 9: Total U.S. retail sales and forecast of laundry detergent and fabric softeners, at inflation-adjusted prices, 2008-18
                                                              • Fan chart forecast
                                                                  • Figure 10: Total U.S. retail sales and fan-chart forecast of laundry detergent and fabric softeners, at current prices, 2008-18
                                                              • Market Drivers

                                                                • Household income stabilizes but remains weak
                                                                  • Figure 11: Median household income, in inflation-adjusted dollars, 2001-11
                                                                • Economizing mindset keeps sales growth in check
                                                                  • Figure 12: Laundry detergent shopping behaviors, by household income, May 2013
                                                                • Consumer confidence creeps up
                                                                  • Figure 13: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2008-13
                                                                • Household growth slows, especially households with kids
                                                                  • Figure 14: Households, by presence of children, 2002-12
                                                                • Population shifts make home laundry market more diverse
                                                                  • Figure 15: Households with children by race and Hispanic origin of householder, 2012
                                                                  • Figure 16: Population, by race and Hispanic origin, 2007-17
                                                              • Competitive Context

                                                                • Sales of eco-friendly line extensions slide in mainstream channels
                                                                  • Figure 17: MULO sales of select environmentally friendly laundry detergent and fabric softeners, 2009-13
                                                                • Homemade laundry detergent taps into interest in economizing and personalization
                                                                  • Figure 18: MULO sales of select laundry products commonly used to make laundry detergent, 2009-13
                                                              • Segment Performance

                                                                • Key points
                                                                  • Detergent is biggest category expenditure, most subject to deal shopping
                                                                    • Figure 19: U. Total U.S. retail sales and forecast of laundry detergent and fabric softeners, by segment, 2011 and 2013
                                                                • Segment Performance – Laundry Detergent

                                                                  • Key points
                                                                    • Budget mindset limits sales
                                                                      • Impact of unit dose form on segment sales
                                                                        • Figure 20: Total U.S. retail sales and forecast of laundry detergent, at current prices, 2008-18
                                                                      • Unit dose products capture 8% of laundry detergent market
                                                                        • Figure 21: MULO share of laundry detergent subsegments, 2009-13
                                                                    • Segment Performance – Liquid Fabric Softener

                                                                      • Key points
                                                                        • Scent and scent boosters continue to refresh segment
                                                                          • Beyond scent, Downy highlights clothing protection
                                                                            • Figure 22: Total U.S. retail sales and forecast of liquid fabric softener, at current prices, 2008-18
                                                                        • Segment Performance – Fabric Softener Sheets

                                                                          • Key points
                                                                            • Stable sales results in quiet segment
                                                                              • Figure 23: Total U.S. retail sales and forecast of fabric softener sheets, at current prices, 2008-18
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Price- and value- focused retailers capture bulk of category sales
                                                                                • Figure 24: U.S. retail sales and share of laundry detergent and fabric softeners, by retail channel, 2011 and 2013
                                                                              • Multi-year decline continues for supermarkets
                                                                                • Figure 25: U.S. retail sales of laundry detergent and fabric softeners, by retail channel, 2008-13
                                                                            • Leading Companies

                                                                              • Key points
                                                                                • P&G deals from position of strength
                                                                                  • Sun Products Corp. repositions and reformulates to boost share
                                                                                    • Church & Dwight continues to gain ground with Arm & Hammer
                                                                                      • Manufacturer sales of laundry detergent and fabric softeners
                                                                                        • Figure 26: Manufacturer sales of laundry detergent and fabric softeners in MULO, 2012 and 2013
                                                                                    • Brand Share – Laundry Detergent

                                                                                      • Key points
                                                                                        • Tide Pods success helps P&G and Tide gain share
                                                                                          • Focus on cleaning power
                                                                                            • Church & Dwight claims number two spot on gain by Arm & Hammer
                                                                                              • Compaction as an alternative to unit dose
                                                                                                • Manufacturer sales of laundry detergent
                                                                                                  • Figure 27: Selected brand sales and market share of laundry detergent in MULO, 2012 and 2013
                                                                                              • Brand Share – Liquid Fabric Softener

                                                                                                • Key points
                                                                                                  • Downy share stalls in spite of continued Unstopables success
                                                                                                    • Manufacturer sales of liquid fabric softener
                                                                                                      • Figure 28: Selected brand sales and market share of liquid fabric softener in MULO, 2012 and 2013
                                                                                                  • Brand Share – Fabric Softener Sheets

                                                                                                    • Key points
                                                                                                      • P&G dominates with Bounce and Gain
                                                                                                        • Other brands fight for share with private label
                                                                                                          • Manufacturer sales of fabric softener sheets
                                                                                                            • Figure 29: Selected brand sales and market share of fabric softener sheets in MULO, 2012 and 2013
                                                                                                        • Innovations and Innovators

                                                                                                          • Detergents account for two thirds of category launches
                                                                                                            • Figure 30: Laundry detergent and fabric softener new product launches, 2008-13
                                                                                                          • Unit dose detergent launches gain, liquid still dominates
                                                                                                            • Figure 31: Laundry detergent new product launches, by form, 2008-13
                                                                                                          • Notable new unit dose packs
                                                                                                            • Emphasis on stain fighting remains strong
                                                                                                              • Strong yet sensitive: hypoallergenic an increasingly important launch theme
                                                                                                                • Scent variety and duration are key new product themes
                                                                                                                • Marketing Strategies

                                                                                                                  • Multi-pronged marketing keeps Tide on top
                                                                                                                    • “My Tide” supports broad product line and an increasingly diverse user base
                                                                                                                      • Figure 32: Tide Plus Bleach Alternative “Invisible Dress” TV ad, 2013
                                                                                                                    • Tide Pods marketing pushes performance
                                                                                                                      • Figure 33: Tide Pods “Pop goes the world” TV ad, 2013
                                                                                                                    • Downy moves to bolster core fabric softener lines
                                                                                                                      • Protecting the value of clothing
                                                                                                                        • Figure 34: Downy “We don’t just wear clothes” TV ad, 2012
                                                                                                                      • Doubling down on scent
                                                                                                                        • Figure 35: Downy Unstopables and Infusions “Discover a fresher world” TV ad, 2013
                                                                                                                      • Arm & Hammer emphasizes cleaning power in 4X launch
                                                                                                                      • Social Media – Laundry Detergents and Fabric Softeners

                                                                                                                        • Key points
                                                                                                                          • Key social media metrics
                                                                                                                            • Figure 36: Key brand metrics, laundry detergent and fabric softener brands, June 2013
                                                                                                                          • Market overview
                                                                                                                            • Brand usage and awareness
                                                                                                                                • Figure 37: Usage and awareness of selected laundry detergent and fabric softener brands, May 2013
                                                                                                                              • Interaction with brands
                                                                                                                                • Figure 38: Interaction with selected laundry detergent and fabric softener brands, May 2013
                                                                                                                              • Online conversations
                                                                                                                                • Figure 39: Online mentions, selected laundry detergent and fabric softener brands, percent of daily mentions, by day, June 8, 2013-July 7, 2013
                                                                                                                              • Where are people talking about laundry detergents and fabric softener brands?
                                                                                                                                • Figure 40: Mentions by page type, selected laundry detergent and fabric softener brands, June 8, 2013-July 7, 2013
                                                                                                                              • What are people talking about online?
                                                                                                                                  • Figure 41: Mentions by type of conversation, selected laundry detergent and fabric softener brands, June 8, 2013-July 7, 2013
                                                                                                                                  • Figure 42: Major areas of discussion surrounding laundry detergent and fabric softener brands, by day, June 8, 2013-July 7, 2013
                                                                                                                                  • Figure 43: Major areas of discussion surrounding laundry detergent and fabric softener brands, by page type, June 8, 2013-July 7, 2013
                                                                                                                                • Brand analysis
                                                                                                                                  • Tide
                                                                                                                                    • Figure 44: Tide key social media indicators, June 2013
                                                                                                                                  • Key online campaigns
                                                                                                                                    • What we think
                                                                                                                                      • Snuggle
                                                                                                                                        • Figure 45: Snuggle key social media indicators, June 2013
                                                                                                                                      • Key online campaigns
                                                                                                                                        • What we think
                                                                                                                                          • Downy
                                                                                                                                            • Figure 46: Downy key social media indicators, June 2013
                                                                                                                                          • Key online campaigns
                                                                                                                                            • What we think
                                                                                                                                              • Bounce
                                                                                                                                                • Figure 47: Bounce key social media indicators, June 2013
                                                                                                                                              • Key online campaigns
                                                                                                                                                • What we think
                                                                                                                                                  • Gain
                                                                                                                                                    • Figure 48: Gain key social media indicators, June 2013
                                                                                                                                                  • Key online campaigns
                                                                                                                                                    • What we think
                                                                                                                                                      • Purex
                                                                                                                                                        • Figure 49: Purex key social media indicators, June 2013
                                                                                                                                                      • Key online campaigns
                                                                                                                                                        • What we think
                                                                                                                                                        • Household Use of Home Laundry Products

                                                                                                                                                          • Key points
                                                                                                                                                            • Penetration near universal for detergents, has room to grow for softeners
                                                                                                                                                              • Figure 50: Household usage of laundry detergent and fabric softeners, February 2007-March 2013
                                                                                                                                                            • Fabric softener usage higher among younger adults and families
                                                                                                                                                              • Figure 51: Household usage of laundry detergent and fabric softeners, by age, January 2012-March 2013
                                                                                                                                                              • Figure 52: Household usage of laundry detergent and fabric softeners, by household size, January 2012-March 2013
                                                                                                                                                            • Usage of laundry detergent powder continues to decline
                                                                                                                                                              • Figure 53: Household usage of laundry detergent by type, February 2007-March 2013
                                                                                                                                                            • Powders skew to lower-income households
                                                                                                                                                              • Figure 54: Household usage of laundry detergent by type, by household income, January 2012-March 2013
                                                                                                                                                          • Responsibility for Doing the Laundry

                                                                                                                                                            • Women more likely to take responsible for laundry, but balance may be shifting
                                                                                                                                                              • Figure 55: Responsibility for doing laundry, by gender and age, May 2013
                                                                                                                                                          • Usage of and Interest in Laundry Product Types

                                                                                                                                                            • Key points
                                                                                                                                                              • Liquid detergent still the most widely used, but unit dose has room to grow
                                                                                                                                                                • Figure 56: Usage of laundry detergent and fabric softener types, May 2013
                                                                                                                                                              • Usage of powders strongest among lower-income consumers
                                                                                                                                                                • Figure 57: Usage of and interest in powder laundry detergent, by household income, May 2013
                                                                                                                                                              • Young adults more likely to use unit dose detergents
                                                                                                                                                                • Figure 58: Usage of and interest in single-dose pod or pack laundry detergent, by gender and age, May 2013
                                                                                                                                                              • Younger consumers gravitate to in-wash scent boosters
                                                                                                                                                                • Figure 59: Usage of and interest in in-wash scent booster, by gender and age, May 2013
                                                                                                                                                              • Older consumers more likely to use fine washable detergents
                                                                                                                                                                • Figure 60: Usage of and interest in fine washable detergent, by gender and age, May 2013
                                                                                                                                                            • Detergent Attribute Importance

                                                                                                                                                              • Key points
                                                                                                                                                                • Stain-fighting power a priority for consumers and a challenge for brands
                                                                                                                                                                  • Strong appeal for multi-benefit products
                                                                                                                                                                    • Ethical benefits of moderate importance
                                                                                                                                                                      • Figure 61: Detergent attribute importance, by gender and age, May 2013
                                                                                                                                                                    • Unit dose detergent users value more than just convenience
                                                                                                                                                                      • Figure 62: Detergent attribute importance, by single-dose pod or pack laundry detergent, May 2013
                                                                                                                                                                  • Fabric Softener Attribute Importance

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Sensory benefits stand out as most important
                                                                                                                                                                        • Younger users more sensory, older more practical
                                                                                                                                                                          • Figure 63: Fabric softener attribute importance, by gender and age, May 2013
                                                                                                                                                                        • Booster users place greater value on sensory benefits
                                                                                                                                                                          • Figure 64: Fabric softener attribute importance, by in-wash scent boosters, May 2013
                                                                                                                                                                      • Laundry Product Shopping Behaviors

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Emphasis on deals and brands, especially for laundry detergent
                                                                                                                                                                            • Figure 65: Laundry detergent and fabric softener shopping behaviors, May 2013
                                                                                                                                                                          • Young shoppers especially budget conscious but also highly engaged
                                                                                                                                                                            • Figure 66: Laundry detergent shopping behaviors, by gender and age, May 2013
                                                                                                                                                                            • Figure 67: Fabric softener shopping behaviors, by gender and age, May 2013
                                                                                                                                                                          • Budget shopping tactics vary by household income level
                                                                                                                                                                            • Figure 68: Laundry detergent shopping behaviors, by household income, May 2013
                                                                                                                                                                            • Figure 69: Fabric softener shopping behaviors, by household income, May 2013
                                                                                                                                                                        • Laundry Product Behaviors and Preferences

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Detergent users vary dosing depending on the needs of the load
                                                                                                                                                                              • Figure 70: Laundry product behaviors and preferences, by gender and age, May 2013
                                                                                                                                                                            • Interest in new and in all-in-one products
                                                                                                                                                                              • Figure 71: Laundry product behaviors and preferences, by single-dose pod or pack laundry detergent, May 2013
                                                                                                                                                                            • Booster users take highly scent-involved approach to laundry
                                                                                                                                                                              • Figure 72: Laundry product behaviors and preferences, by in-wash scent booster, May 2013
                                                                                                                                                                          • Attitudes toward Doing the Laundry

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Young adults value convenience and time savings
                                                                                                                                                                                • Figure 73: Agreement with attitudes toward doing the laundry, by gender and age, May 2013
                                                                                                                                                                              • Unit dose users see value in combination of benefits
                                                                                                                                                                                • Figure 74: Agreement with attitudes toward doing the laundry, by single-dose pod or pack laundry detergent, May 2013
                                                                                                                                                                              • In-wash scent booster users appreciate both convenience and control
                                                                                                                                                                                • Figure 75: Agreement with attitudes toward doing the laundry, by in-wash scent booster, May 2013
                                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                                              • Powder laundry detergent higher among black and Hispanic consumers
                                                                                                                                                                                • Figure 76: Usage of and interest in powder laundry detergent, by race/Hispanic origin, May 2013
                                                                                                                                                                              • Asians less likely than other groups to have interest in unit dose detergents
                                                                                                                                                                                • Figure 77: Usage of and interest in single-dose pod or pack laundry detergent, by race/Hispanic origin, May 2013
                                                                                                                                                                              • Hispanics highly likely to use liquid fabric softeners, but not boosters
                                                                                                                                                                                • Figure 78: Usage of and interest in liquid fabric softener, by race/Hispanic origin, May 2013
                                                                                                                                                                              • Black consumers a key market for in-wash scent boosters
                                                                                                                                                                                • Figure 79: Usage of and interest in in-wash scent boosters, by race/Hispanic origin, May 2013
                                                                                                                                                                              • Asians prioritize cleaning performance in laundry detergents
                                                                                                                                                                                • Figure 80: Detergent attribute importance, by race/Hispanic origin, May 2013
                                                                                                                                                                              • Blacks, Hispanics, and Asians active, budget-minded shoppers
                                                                                                                                                                                • Figure 81: Laundry detergent shopping behaviors, by race/Hispanic origin, May 2013
                                                                                                                                                                              • Black, Hispanic, Asian consumers more inclined to dosing flexibility
                                                                                                                                                                                • Figure 82: Laundry product behaviors and preferences, by race/Hispanic origin, May 2013
                                                                                                                                                                            • Consumer Segmentation

                                                                                                                                                                                • Figure 83: Target clusters, May 2013
                                                                                                                                                                              • Greener Cleaners
                                                                                                                                                                                • Demographics
                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Average Apathetics
                                                                                                                                                                                        • Demographics
                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Non-Scents
                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                      • Mix Masters
                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                              • Cluster characteristic tables
                                                                                                                                                                                                                • Figure 84: Responsibility for doing laundry, by target clusters, May 2013
                                                                                                                                                                                                                • Figure 85: Usage of and interest in home laundry products, by target clusters, May 2013
                                                                                                                                                                                                                • Figure 86: Detergent attribute importance, by target clusters, May 2013
                                                                                                                                                                                                                • Figure 87: Fabric softener attribute importance, by target clusters, May 2013
                                                                                                                                                                                                                • Figure 88: Laundry detergent shopping behaviors, by target clusters, May 2013
                                                                                                                                                                                                                • Figure 89: Fabric softener shopping behaviors, by target clusters, May 2013
                                                                                                                                                                                                                • Figure 90: Laundry product behaviors and preferences, by target clusters, May 2013
                                                                                                                                                                                                                • Figure 91: Agreement with attitudes toward doing the laundry, by target clusters, May 2013
                                                                                                                                                                                                              • Cluster demographic tables
                                                                                                                                                                                                                • Figure 92: Target clusters, by demographic, May 2013
                                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                                              • Information Resources Inc./Builders – Key Household Purchase Measures

                                                                                                                                                                                                                  • Overview of laundry detergent
                                                                                                                                                                                                                    • Liquid laundry detergent
                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 93: Brand map, selected brands of liquid laundry detergent buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                            • Figure 94: Key purchase measures for the top brands of liquid laundry detergent, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                          • Powder laundry detergent
                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 95: Brand map, selected brands of powder laundry detergent, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 96: Key purchase measures for the top brands of powder laundry detergent, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                • Fabric softener liquid
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 97: Brand map, selected brands of fabric softener liquid buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 98: Key purchase measures for the top brands of fabric softener liquid, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                      • Fabric softener sheets
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures – fabric softener sheets
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                            • Figure 99: Brand map, selected brands of fabric softener sheets buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                              • Figure 100: Key purchase measures for the top brands of fabric softener sheets, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                            • Usage of laundry detergent and fabric softener types
                                                                                                                                                                                                                                              • Figure 101: Usage of and interest in liquid laundry detergent, by gender and age, May 2013
                                                                                                                                                                                                                                              • Figure 102: Usage of and interest in powder laundry detergent, by gender and age, May 2013
                                                                                                                                                                                                                                              • Figure 103: Usage of and interest in single-dose pod or pack laundry detergent, by household income, May 2013
                                                                                                                                                                                                                                              • Figure 104: Usage of and interest in single-dose pod or pack laundry detergent, by household size, May 2013
                                                                                                                                                                                                                                              • Figure 105: Usage of and interest in super concentrated laundry detergent, by gender and age, May 2013
                                                                                                                                                                                                                                              • Figure 106: Usage of and interest in fine washable detergent, by household income, May 2013
                                                                                                                                                                                                                                              • Figure 107: Usage of and interest in fine washable detergent, by household size, May 2013
                                                                                                                                                                                                                                              • Figure 108: Usage of and interest in liquid fabric softener, by household size, May 2013
                                                                                                                                                                                                                                              • Figure 109: Usage of and interest in in-wash scent boosters, by household size, May 2013
                                                                                                                                                                                                                                              • Figure 110: Usage of and interest in in-wash scent boosters, by gender and presence of children in household, May 2013
                                                                                                                                                                                                                                              • Figure 111: Usage of and interest in dryer sheets, by gender and age, May 2013
                                                                                                                                                                                                                                              • Figure 112: Usage of and interest in long-lasting dryer bars, by gender and age, May 2013
                                                                                                                                                                                                                                            • Detergent attribute importance
                                                                                                                                                                                                                                              • Figure 113: Detergent attribute importance, by household income, May 2013
                                                                                                                                                                                                                                              • Figure 114: Detergent attribute importance, by household size, May 2013
                                                                                                                                                                                                                                              • Figure 115: Detergent attribute importance, by super concentrated laundry detergent (4x or higher), May 2013
                                                                                                                                                                                                                                            • Fabric softener attribute importance
                                                                                                                                                                                                                                              • Figure 116: Fabric softener attribute importance, by household income, May 2013
                                                                                                                                                                                                                                              • Figure 117: Fabric softener attribute importance, by household size, May 2013
                                                                                                                                                                                                                                              • Figure 118: Fabric softener attribute importance, by long-lasting dryer bars, May 2013
                                                                                                                                                                                                                                            • Laundry product shopping behaviors
                                                                                                                                                                                                                                              • Figure 119: Laundry detergent shopping behaviors, by household size, May 2013
                                                                                                                                                                                                                                              • Figure 120: Fabric softener shopping behaviors, by household size, May 2013
                                                                                                                                                                                                                                              • Figure 121: Laundry detergent shopping behaviors, by single-dose pod or pack laundry detergent, May 2013
                                                                                                                                                                                                                                              • Figure 122: Laundry detergent shopping behaviors, by super concentrated laundry detergent (4x or higher), May 2013
                                                                                                                                                                                                                                              • Figure 123: Laundry detergent shopping behaviors, by fine washable detergent (e.g., Woolite), May 2013
                                                                                                                                                                                                                                              • Figure 124: Fabric softener shopping behaviors, by in-wash scent booster, May 2013
                                                                                                                                                                                                                                              • Figure 125: Fabric softener shopping behaviors, by long-lasting dryer bars, May 2013
                                                                                                                                                                                                                                            • Laundry product behaviors and preferences
                                                                                                                                                                                                                                              • Figure 126: Laundry product behaviors and preferences, by household income, May 2013
                                                                                                                                                                                                                                              • Figure 127: Laundry product behaviors and preferences, by household size, May 2013
                                                                                                                                                                                                                                            • Attitudes toward doing the laundry
                                                                                                                                                                                                                                              • Figure 128: Agreement with attitudes toward doing the laundry, by household income, May 2013
                                                                                                                                                                                                                                          • Appendix – Social Media

                                                                                                                                                                                                                                            • Brand usage or awareness
                                                                                                                                                                                                                                              • Figure 129: Brand usage or awareness, May 2013
                                                                                                                                                                                                                                              • Figure 130: Tide usage or awareness, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 131: Gain usage or awareness, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 132: Purex usage or awareness, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 133: Downy usage or awareness, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 134: Bounce usage or awareness, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 135: Snuggle usage or awareness, by demographics, May 2013
                                                                                                                                                                                                                                            • Activities done
                                                                                                                                                                                                                                              • Figure 136: Activities done, May 2013
                                                                                                                                                                                                                                              • Figure 137: Tide – Activities done, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 138: Gain – Activities done, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 139: Purex – Activities done, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 140: Downy – Activities done, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 141: Bounce – Activities done, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 142: Snuggle – Activities done, by demographics, May 2013
                                                                                                                                                                                                                                            • Online conversations
                                                                                                                                                                                                                                              • Figure 143: Online mentions, selected laundry detergents and fabric softener brands, percent of daily mentions, by day, June 8, 2013-July 7, 2013
                                                                                                                                                                                                                                              • Figure 144: Mentions by page type, selected laundry detergents and fabric softener brands, June 8, 2013-July 7, 2013
                                                                                                                                                                                                                                              • Figure 145: Mentions by page type, selected laundry detergents and fabric softener brands, June 8, 2013-July 7, 2013
                                                                                                                                                                                                                                              • Figure 146: Mentions by type of conversation, selected laundry detergents and fabric softener brands, June 8, 2013-July 7, 2013
                                                                                                                                                                                                                                              • Figure 147: Major areas of discussion surrounding laundry detergents and fabric softener brands, by day, June 8, 2013-July 7, 2013
                                                                                                                                                                                                                                              • Figure 148: Major areas of discussion surrounding laundry detergents and fabric softener brands, by page type, June 8, 2013-July 7, 2013
                                                                                                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                            • Ecover Inc.
                                                                                                                                                                                                                                            • Safeway Inc
                                                                                                                                                                                                                                            • The Sun Products Corporation
                                                                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                                                                            Laundry Detergents and Fabric Softeners - US - August 2013

                                                                                                                                                                                                                                            £3,199.84 (Excl.Tax)