Laundry Detergents - UK - October 2016
“Brand loyalty is powerful in the laundry detergents category, contributing to the popularity of sales promotions and subscription services and undermining value sales. Interest in innovations that add convenience or a touch of the expert to products is strong, and could be used to invigorate interest and increase spend. The category could also benefit from educating consumers over the differences between biological and non-biological formulas to help ensure they are getting the best results from their detergents.”
– Lucy Cornford, Head of UK Household Care Research
This report discusses the following key topics:
- A category in need of disruption
- Raising ethical interests
- Building a USP can translate into sales
Value is the keyword in the category, exemplified by the continued popularity of powder despite strong negative perceptions of the cheaper format. Consumers show greatest interest in products that save time or money, or that have a more expert proposition, which could be leveraged to increase spend on laundry detergents in coming years.
This Report examines the retail market for the following laundry detergent products:
- Main wash laundry detergents offered to the consumer in a range of product formats, including: powders, liquids, gels, tablets and capsules/liquid tablets. This includes standard and concentrated, biological, non-biological, two-in-one and ‘colour’ products.
- Special wash detergents, which includes detergents for hand washing and delicate fabrics.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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