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Laundry Products - UK - September 2010

The report examines the retail market for products used for washing, cleaning and freshening clothes, including laundry detergents, detergent boosters, stain removers, fabric conditioners and clothes refreshment products.

  • The detergent market overall has lost around 1 million consumers since 2005 (Mintel estimate based on TGI data), with a long-term trend away from using powder detergents (losing 1.8m consumers).Development of concentrated liquids has encouraged consumers to switch to these smaller pack sizes (liquids gained 0.9m consumers).
  • Just over half of consumers use stain removers and the sector has gained almost 1 million new consumers since 2005, with some of these adding stain removers to their wash to ensure a good cleaning performance at lower temperatures; 14% of consumers worry that washing at low temperatures does not kill germs.
  • The most important factors for purchasers, in order of importance, are brand and special offers (neck-and-neck for one fifth of purchasers), followed by low price and performance (also neck-and-neck for 14% of buyers).
  • Seven in ten laundry buyers take the opportunity to stock up when there are special offers on laundry products, and promotions have persuaded over half of shoppers to switch brands.
  • Almost 16m adults have traded down to a cheaper laundry brand in the last year, but do not necessarily opt for the very cheapest alternative.
  • Consumers want performance from their laundry products and almost three in ten purchasers do not think own-label products perform as well as branded alternatives. These own-label doubters show a bias towards under-25s (40%).

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
        • Future Opportunities

          • Simplicity and convenience
            • Hugs and affection
            • Market in Brief

              • Cautious consumers make economies
                • Figure 1: UK retail value sales of laundry products, percent of sales by sector, 2010
              • Performance at a price
                • Four main kinds of shopper
                  • Figure 2: Consumer typologies for laundry products, June 2010
                • Washing machines are a must-have
                  • Saving the planet
                    • Sensitive skins
                      • New regulations
                        • Innovation a competitive tool
                          • Concentrated products better for the environment
                            • Spicing up fragrances
                              • Future shock?
                                • Outlook
                                • Internal Market Environment

                                  • Key points
                                    • Ownership of laundry appliances
                                      • Figure 3: Ownership of laundry appliances and irons, 2005-09
                                    • Saving the planet
                                      • Figure 4: Environmental credentials, 2005-09
                                    • Save energy by turning down the temperature
                                      • Reluctance to pay more to save the environment
                                        • Impact of packaging
                                          • Sports kits create more washing
                                            • Figure 5: Selected sports/activities played or taken part in regularly, 2005-09
                                          • Delicate skin
                                            • Figure 6: Complaints suffered from in the last 12 months, 2005-09
                                          • Babies and sensitive skin
                                            • The impact of fashion on clothes washing
                                              • Figure 7: Attitudes towards clothing, 2005-09
                                            • Fresher for longer
                                            • Broader Market Environment

                                              • Key points
                                                • Population
                                                  • Figure 8: Structure of the UK population, by age, 2005-15
                                                • Number of households
                                                  • Figure 9: Trends in number of UK households, 1990-2020
                                                • Household size
                                                  • Figure 10: Trends in UK household size, 2005-15
                                                • Impact of the recession
                                                  • Figure 11: Employment and unemployment, by gender, 2005-15
                                                • Influence of downturn on grocery shopping
                                                  • Figure 12: How grocery shopping habits have changed, January 2009-June 2010
                                                • Moth population
                                                  • Regulation
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • NPD activity by seasonality
                                                        • Figure 13: New product activity in laundry products, percentage by month, 2005-10*
                                                      • NPD activity by category
                                                        • Figure 14: New product activity in laundry care, percentage by category, 2008-10
                                                      • Positioning trends
                                                        • Figure 15: New product activity in laundry care, percentage by product positioning, 2008-10
                                                      • The race for environmental claims
                                                        • Convenience
                                                          • Fragrance trends
                                                            • Format trends
                                                            • Competitive Context

                                                              • Key points
                                                                • Laundry spend within home and garden
                                                                  • Figure 16: Home and garden trends, at current prices, 2005-09
                                                                • Search for cleanliness remains strong…
                                                                  • …as consumers want a more “natural” sustainable home
                                                                    • Competition from dry cleaners
                                                                      • New washing machine developments
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Sales of laundry products
                                                                            • Figure 17: UK retail value sales of laundry products, at current and constant prices, 2005-15
                                                                          • The future
                                                                            • Factors used in the forecast
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Market structure
                                                                                  • Figure 18: Structure of the laundry products market, 2010
                                                                                  • Figure 19: UK retail value sales of clothes washing detergents, by sector, 2005-15
                                                                                • Sluggish growth for detergents
                                                                                  • A little luxury in your life
                                                                                    • Making sure about stains
                                                                                      • Clothes washing detergents by format
                                                                                        • Figure 20: UK retail value sales of clothes-washing detergents, by type, 2008-10
                                                                                      • Non-bio share
                                                                                        • Fabric conditioners and ironing aids
                                                                                          • Figure 21: UK retail value sales of fabric conditioners and ironing aids, by type, 2008-10
                                                                                        • Laundry ancillaries
                                                                                          • Figure 22: UK retail value sales of laundry ancilliaries, by type, 2008-10
                                                                                      • Market Share

                                                                                        • Key points
                                                                                          • Manufacturer shares
                                                                                            • Figure 23: Manufacturers’ value shares in laundry products, 2009-10
                                                                                          • Detergents
                                                                                            • Figure 24: Brands’ value shares in clothes washing detergents, 2009-10
                                                                                          • Fabric conditioners and ironing aids
                                                                                            • Figure 25: Brands’ value shares in fabric conditioners and ironing aids, 2009-10
                                                                                          • Laundry ancillaries
                                                                                            • Figure 26: Brands’ value shares in laundry aids and ancillary products, 2009-10
                                                                                        • Companies and Products

                                                                                          • Key points
                                                                                            • Brand map
                                                                                              • Figure 27: Brand map for laundry products, 2010
                                                                                            • Procter & Gamble
                                                                                              • Unilever
                                                                                                • Reckitt Benckiser (RB)
                                                                                                  • Acdoco
                                                                                                    • Others
                                                                                                      • Ecover
                                                                                                        • Aquados
                                                                                                          • Robert McBride
                                                                                                            • Jeyes
                                                                                                              • Spotless Punch
                                                                                                              • Brand Elements

                                                                                                                  • Key points
                                                                                                                    • Brand map
                                                                                                                        • Figure 28: Attitudes towards and usage of laundry product brands, June 2010
                                                                                                                      • Brand qualities of laundry product brands
                                                                                                                        • Ariel most efficient, Vanish top performer
                                                                                                                          • Figure 29: Personalities of various laundry product brands, June 2010
                                                                                                                        • Experience of laundry product brands
                                                                                                                          • Comfort most frequently used, value and green brands less popular
                                                                                                                            • Figure 30: Consumer usage of various laundry product brands, June 2010
                                                                                                                          • Brand consideration for laundry product brands
                                                                                                                            • Vanish has strongest appeal, but people open to Ecover
                                                                                                                              • Figure 31: Consideration of various laundry product brands, June 2010
                                                                                                                            • Brand satisfaction for laundry product brands
                                                                                                                              • Comfort and Persil lead the pack, Ecover disappoints some
                                                                                                                                • Figure 32: Satisfaction with various laundry product brands, June 2010
                                                                                                                              • Brand commitment to laundry product brands
                                                                                                                                • Persil and Ariel dominate in detergents
                                                                                                                                  • Figure 33: Commitment to various laundry product brands, June 2010
                                                                                                                                • Brand intentions for laundry product brands
                                                                                                                                  • Comfort and Vanish have highest retention
                                                                                                                                    • Figure 34: Future usage intentions for various laundry product brands, June 2010
                                                                                                                                  • Brand recommendation for laundry product brands
                                                                                                                                    • Family-friendly brands most recommended
                                                                                                                                      • Figure 35: Recommendation of various laundry product brands, June 2010
                                                                                                                                    • Fairy
                                                                                                                                      • What the consumer thinks
                                                                                                                                        • Figure 36: Attitudes towards the Fairy brand, June 2010
                                                                                                                                      • Daz
                                                                                                                                        • What the consumer thinks
                                                                                                                                          • Figure 37: Attitudes towards the Daz brand, June 2010
                                                                                                                                        • Ecover
                                                                                                                                          • What the consumer thinks
                                                                                                                                            • Figure 38: attitudes towards the Ecover brand, June 2010
                                                                                                                                          • Vanish
                                                                                                                                            • What the consumer thinks
                                                                                                                                              • Figure 39: Attitudes towards the Vanish brand, June 2010
                                                                                                                                            • Ariel/Persil
                                                                                                                                              • What the consumer thinks
                                                                                                                                                • Figure 40: Attitudes towards the Ariel brand, June 2010
                                                                                                                                                • Figure 41: Attitudes towards the Persil brand, June 2010
                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                              • Key points
                                                                                                                                                • Topline advertising
                                                                                                                                                  • Figure 42: Main monitored media advertising spend on laundry products, 2006-10
                                                                                                                                                • Seasonal spend
                                                                                                                                                  • Figure 43: Main monitored media advertising spend on laundry products and new product launches, percentage by month, 2009
                                                                                                                                                • Category
                                                                                                                                                  • Figure 44: Main monitored media advertising spend on laundry products, by category, 2008-10
                                                                                                                                                • Companies
                                                                                                                                                  • Figure 45: Main monitored media advertising spend on laundry products, by manufacturer, 2008-10
                                                                                                                                              • Channels to Market

                                                                                                                                                • Key points
                                                                                                                                                  • Figure 46: UK retail value sales of laundry products, by outlet type, 2008-10
                                                                                                                                                • The power of the one-stop-shop
                                                                                                                                                  • Point of sale impact
                                                                                                                                                    • Challenge of smaller packs
                                                                                                                                                      • Own label in the grocers
                                                                                                                                                        • Small stores compete on convenience
                                                                                                                                                          • Eco-products through health shops
                                                                                                                                                          • The Consumer – Product Usage and Frequency

                                                                                                                                                            • Key points
                                                                                                                                                              • Detergents
                                                                                                                                                                • Figure 47: Trends in using laundry detergents, 2005-09
                                                                                                                                                                • Figure 48: Trends in frequency of using laundry detergents, 2005-09
                                                                                                                                                              • Fabric conditioner
                                                                                                                                                                • Figure 49: Trends in using fabric conditioners, 2005-09
                                                                                                                                                              • Concentrated products on the rise
                                                                                                                                                                • Delicate skins
                                                                                                                                                                  • Frequency of use
                                                                                                                                                                    • Figure 50: Trends in frequency of using fabric conditioners, 2005-09
                                                                                                                                                                  • Stain removers/fabric fresheners
                                                                                                                                                                    • Figure 51: Trends in using stain removers and fabric fresheners, 2005-09
                                                                                                                                                                  • Over half use stain removers
                                                                                                                                                                      • Figure 52: Trends in frequency of using stain removers (including pre-wash), 2005-09
                                                                                                                                                                  • Attitudes towards Germs and Hygiene in the Home

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Attitudes to germs and hygiene
                                                                                                                                                                        • Figure 53: Attitudes towards germs and hygiene, June 2010
                                                                                                                                                                      • A few germs are fine
                                                                                                                                                                        • Have not considered germs in the laundry
                                                                                                                                                                          • Antibacterial main choice for some
                                                                                                                                                                          • Purchasing Patterns for Laundry and Cleaning Products

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Purchasing patterns for laundry products
                                                                                                                                                                                • Figure 54: Purchasing of laundry and other cleaning products, June 2010
                                                                                                                                                                              • Widespread purchasing of laundry products
                                                                                                                                                                              • Attitudes towards Choosing Laundry Products

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Attitudes towards choosing laundry products
                                                                                                                                                                                    • Figure 55: Attitudes towards choosing laundry products, June 2010
                                                                                                                                                                                  • Getting the right deal
                                                                                                                                                                                    • Promotions are popular
                                                                                                                                                                                      • Making savings in tough economic times
                                                                                                                                                                                        • Tiny response for own-label
                                                                                                                                                                                          • Complex secondary choices
                                                                                                                                                                                          • Attitudes towards Price and Special Offers

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Attitudes towards special offers
                                                                                                                                                                                                • Figure 56: Attitudes towards special offers, June 2010
                                                                                                                                                                                                • Figure 57: Agreement with attitudes towards special offers, June 2010
                                                                                                                                                                                              • Thrifty habits
                                                                                                                                                                                                • Playing the field
                                                                                                                                                                                                  • Coupons and vouchers
                                                                                                                                                                                                    • The devil in the detail
                                                                                                                                                                                                      • Trading down in recession
                                                                                                                                                                                                        • But not the cheapest
                                                                                                                                                                                                        • Attitudes towards Brands

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Attitudes towards brands
                                                                                                                                                                                                              • Figure 58: Attitudes towards brands, June 2010
                                                                                                                                                                                                            • Prepared to give own-label a go
                                                                                                                                                                                                              • Mixing it up a bit
                                                                                                                                                                                                                • Happy with brands
                                                                                                                                                                                                                  • Disappointed with own-labels
                                                                                                                                                                                                                  • Target Groups

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Consumer groups
                                                                                                                                                                                                                        • Figure 59: Target groups for laundry products, June 2010
                                                                                                                                                                                                                      • Floaters (32% of adults)
                                                                                                                                                                                                                        • Figure 60: Attitudes influencing purchase, Floaters, June 2010
                                                                                                                                                                                                                        • Figure 61: Attitudes to own-label vs. brands, by special group, Floaters, June 2010
                                                                                                                                                                                                                      • Brand Convinced (38% of adults)
                                                                                                                                                                                                                        • Figure 62: Attitudes influencing purchase, Brand Convinced, June 2010
                                                                                                                                                                                                                        • Figure 63: Attitudes to branding, by special group, Brand Convinced, June 2010
                                                                                                                                                                                                                      • Budgeters: 23%
                                                                                                                                                                                                                        • Figure 64: Attitudes influencing purchase, by special group, Budgeters, June 2010
                                                                                                                                                                                                                        • Figure 65: Attitudes to branding, by special group, Budgeters, June 2010
                                                                                                                                                                                                                      • Laundry-keen: 7%
                                                                                                                                                                                                                        • Figure 66: Attitudes influencing choice of special group, Laundry-keen, June 2010
                                                                                                                                                                                                                        • Figure 67: Attitudes to branding, by special group, laundry-keen, June 2010
                                                                                                                                                                                                                    • Appendix – The Consumer – Product Usage and Frequency

                                                                                                                                                                                                                      • Use of laundry products
                                                                                                                                                                                                                        • Figure 68: Frequency of using powders/tablets, by demographics, 2009
                                                                                                                                                                                                                        • Figure 69: Frequency of using liquid detergents for fabrics, by demographics, 2009
                                                                                                                                                                                                                        • Figure 70: Frequency of using fabric conditioners, by demographics, 2009
                                                                                                                                                                                                                        • Figure 71: Frequency of using stain removers (including pre-wash), by demographics, 2009
                                                                                                                                                                                                                    • Appendix – Attitudes towards Germs and Hygiene in the Home

                                                                                                                                                                                                                        • Figure 72: Most popular attitudes towards germs and hygiene, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 73: Next most popular attitudes towards germs and hygiene, by demographics, June 2010
                                                                                                                                                                                                                    • Appendix – Purchasing Patterns for Laundry and Cleaning Products

                                                                                                                                                                                                                        • Figure 74: Purchasing laundry products, by demographics, June 2010
                                                                                                                                                                                                                    • Appendix – Attitudes towards Choosing Laundry Products

                                                                                                                                                                                                                        • Figure 75: Attitudes towards choosing laundry products, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 76: Attitudes towards choosing laundry products, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 77: Attitudes towards choosing laundry products, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 78: Attitudes towards choosing laundry products, by demographics, June 2010
                                                                                                                                                                                                                    • Appendix – Attitudes towards Price and Special Offers

                                                                                                                                                                                                                        • Figure 79: Attitudes to “I have switched to cheaper brands in the last year”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 80: Attitudes to “I stuck with a different brand after trying it because it was cheaper”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 81: Attitudes to “I went back to my usual brand after trying a cheaper one”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 82: Attitudes to “I usually buy the cheapest product available”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 83: Attitudes to “I have switched brands to buy one that was on special offer”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 84: Attitudes to “I have used coupons/ vouchers to save money on this product”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 85: Attitudes to “I will buy something if it will earn me more loyalty points”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 86: Attitudes to “I take advantage of special offers to stock up”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 87: Attitudes to “I always look at the cost per ml and buy whatever works out to be the cheapest”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 88: Attitudes to “I don’t pay attention to price”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 89: Attitudes to “Branded products can be just as cheap as own-label when they are on promotion”, by demographics, June 2010
                                                                                                                                                                                                                    • Appendix – Attitudes towards Brands

                                                                                                                                                                                                                        • Figure 90: Attitudes towards “I usually buy own-label products”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 91: Attitudes towards “I usually buy branded products”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 92: Attitudes towards “I buy a mixture of branded and own-label products”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 93: Attitudes towards “I have used own-label products in the last 12 months and will use them again”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 94: Attitudes towards “I have used own-label products in the last 12 months and am unlikely to use them again”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 95: Attitudes towards “I would never try own-label products”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 96: Attitudes towards “I think own-label are good value for money”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 97: Attitudes towards “The packaging on own-label products puts me off buying them”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 98: Attitudes towards “I don’t think own-label perform as well as branded alternatives”, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 99: Attitudes towards “There is no difference in performance between branded and own-label products”, by demographics, June 2010
                                                                                                                                                                                                                    • Appendix – Target Groups

                                                                                                                                                                                                                        • Figure 100: Target groups, by demographics, June 2010
                                                                                                                                                                                                                        • Figure 101: Attitudes towards germs and hygiene, by target groups, June 2010

                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                    • ACDOCO Limited
                                                                                                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                    • Alton Towers
                                                                                                                                                                                                                    • Aquados Ltd
                                                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                    • Church & Dwight UK Ltd
                                                                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                                                                    • Dylon International Limited
                                                                                                                                                                                                                    • Ecover UK
                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                    • Firmenich
                                                                                                                                                                                                                    • Freeview
                                                                                                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                                                    • Jeyes UK
                                                                                                                                                                                                                    • Johnson & Johnson Ltd
                                                                                                                                                                                                                    • Kantar Media
                                                                                                                                                                                                                    • Lidl (UK)
                                                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                                                    • McBride PLC
                                                                                                                                                                                                                    • MindShare
                                                                                                                                                                                                                    • mmO2 plc
                                                                                                                                                                                                                    • Netto Foodstores Ltd
                                                                                                                                                                                                                    • Powder and Liquid Products Ltd
                                                                                                                                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                    • Reckitt Benckiser (UK)
                                                                                                                                                                                                                    • Surcare
                                                                                                                                                                                                                    • T-Mobile (UK) Ltd
                                                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                                                    • Unilever Plc
                                                                                                                                                                                                                    • United Nations Environment Programme
                                                                                                                                                                                                                    • Virgin Mobile
                                                                                                                                                                                                                    • Vodafone Group Plc (UK)
                                                                                                                                                                                                                    • Waitrose
                                                                                                                                                                                                                    • Waste & Resources Action Programme (WRAP)
                                                                                                                                                                                                                    • Wm Morrison Supermarkets

                                                                                                                                                                                                                    Laundry Products - UK - September 2010

                                                                                                                                                                                                                    £1,995.00 (Excl.Tax)