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The Laundry Consumer - UK - December 2013

“Both the growth in the number of households and the increase in the total size of the population are important in terms of their potential to drive increased demand for laundry detergents and appliances. Forecast growth rates vary depending on age and lifestage, but perhaps more importantly it is their different laundry habits that need to be understood to maximise the potential for market growth. Existing laundry patterns, what people look for in terms of wash results and their attitudes towards buying clothing all influence potential demand for home laundry products.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • What are people’s main laundry priorities and how are these likely to shape future product development?
  • How are people’s choices of wash cycle and temperature likely to impact on products used for doing the laundry?
  • How are people’s choices of wash cycle and temperature likely to impact on products used for doing the laundry?
  • What can laundry brands learn from clothes washing patterns to increase product usage?
  • How can laundry brands best harness the gender differential?

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Table of contents

  1. Introduction

      • Definition
        • Hypothesis of report
          • Key issues/themes
            • Abbreviations
            • Executive Summary

                • Market drivers
                  • More households = more laundry
                    • The consumer
                      • Men beginning to care and share, but ‘painting it pink’ could still be the way ahead
                        • Figure 1: Laundry responsibilities, by gender, October 2013
                      • Gender, socio-economic status and lifestage combine to influence household routines
                        • Figure 2: Loads of washing done in a typical week, October 2013
                      • Differing washing frequency habits indicate potential target groups
                        • Figure 3: Washing items of clothing after wearing once, by type of clothing item, October 2013
                      • Low temperature wash = low interest levels
                        • Figure 4: Wash temperature used most frequently, by types of item being washed, October 2013
                      • Cleaning power comes first, with sensory sensations in second place
                        • Figure 5: Wash results considered most important when doing the laundry, October 2013
                      • More what-to-avoid than what-to-look-out-for behaviour
                        • Figure 6: Attitudes towards clothes, October 2013
                      • What we think
                      • Issues in the Market

                          • What are people’s main laundry priorities and how are these likely to shape future product development?
                            • How are people’s choices of wash cycle and temperature likely to impact on products used for doing the laundry?
                              • What lessons can be learned from consumer attitudes towards clothes and clothes buying?
                                • What can laundry brands learn from clothes washing patterns to increase product usage?
                                  • How can laundry brands best harness the gender differential?
                                  • Trend Application

                                      • Trend: Nouveau Poor
                                        • Trend: Many Mes
                                          • Mintel Futures: Access Anything Anywhere
                                          • Market Drivers

                                            • Key points
                                              • Penetration of washing appliances almost universal
                                                • Figure 7: Penetration of laundry appliances in UK households, May 2013
                                              • Number of households forecast to rise by nearly 6%
                                                • Figure 8: UK households, by size, 2008-18
                                              • Household size shifting downwards
                                                • More people = more laundry to be done
                                                  • Figure 9: Trends in the age structure of the UK population, 2008-18
                                                • Growth in child population presents opportunities
                                                  • More 25-34-year-olds to target
                                                    • An ageing population – what does this mean for the laundry consumer?
                                                      • Orientating products by lifestage could bring rewards
                                                        • Figure 10: Forecast adult population aged 15+, by lifestage, 2008-18
                                                    • Laundry Responsibilities

                                                      • Key points
                                                        • Majority of people take on some responsibility
                                                          • Figure 11: Laundry responsibilities in household, October 2013
                                                        • Age is a key influence on laundry behaviours
                                                          • Could children be encouraged to take more responsibility?
                                                            • Women take dominant role
                                                              • Figure 12: Laundry responsibilities, by gender, October 2013
                                                            • Men are more likely than women to share (but could they care more?)
                                                              • Figure 13: Men’s involvement in doing the laundry, by age, October 2013
                                                            • Fewer young women responsible for doing the laundry
                                                              • Figure 14: Women’s involvement in doing the laundry, by age, October 2013
                                                          • Frequency of Doing Laundry

                                                            • Key points
                                                              • Washing in a typical week
                                                                • Figure 15: Loads of washing done in a typical week, October 2013
                                                              • Once-a-week wash more likely in one-person households
                                                                • Triggers that push up weekly wash rate vary
                                                                  • Women more likely to do more washing
                                                                    • Figure 16: Loads of washing done in a typical week, October 2013
                                                                  • Children in the household increases wash rate
                                                                    • Tumble dryer – the least popular drying option
                                                                      • Figure 17: Loads of tumble drying done in a typical week, October 2013
                                                                    • Gender and age impact tumble dryer usage trends
                                                                      • Figure 18: Loads of tumble drying done in a typical week, October 2013
                                                                    • Once a week is most common for ironing
                                                                      • Figure 19: Frequency of doing ironing during a typical week, October 2013
                                                                    • Similar ironing patterns for men and women
                                                                      • Figure 20: Frequency of doing ironing during a typical week, October 2013
                                                                  • Washing Routine for Clothing, Bedding and Towels

                                                                    • Key points
                                                                      • Washing after wearing once dominates routine
                                                                        • Figure 21: Number of wears for different items of clothing – All, October 2013
                                                                      • Tops – a more flexible approach
                                                                        • Trousers, skirts and jumpers – benefit from an as and when approach
                                                                          • Gender differences in evidence with clothes washing
                                                                            • Figure 22: Washing different items of clothing after wearing once, by gender, October 2013
                                                                          • Towels washed more frequently than bedding
                                                                            • Figure 23: Frequency of washing bedding and towels – All, October 2013
                                                                          • Impact of age and gender on wash frequency
                                                                          • Wash Settings Used Most Frequently

                                                                            • Key points
                                                                              • Three key types of wash load
                                                                                • Figure 24: Wash programme used most frequently, October 2013
                                                                              • Quick wash versus economy wash
                                                                                • Bedding and towels – a different approach
                                                                                  • A wash programme for every age and lifestage
                                                                                    • Worries about the cost of living influences choice of wash setting
                                                                                      • Men – are they taking more care or are they just unsure?
                                                                                        • 40 degree wash – most common wash temperature
                                                                                          • Figure 25: Wash temperature used most frequently, October 2013
                                                                                        • Different approach to clothes compared to bedding and towels
                                                                                          • Low temperature washing
                                                                                            • Cold wash: it’s about poverty - not saving the planet
                                                                                              • The 20 degree wash and the need to counter consumer scepticism
                                                                                                • Outside drying if at all possible
                                                                                                  • Figure 26: Drying method used most frequently, October 2013
                                                                                                • Key demographic factors that influence laundry drying habits
                                                                                                  • Drying indoors more commonplace for clothes
                                                                                                    • Tumble dryer – least popular drying method
                                                                                                    • Important Factors for Wash Results

                                                                                                      • Key points
                                                                                                        • Stain removal is key priority
                                                                                                          • Figure 27: Wash results considered most important when doing the laundry, October 2013
                                                                                                        • White or black (but not grey)
                                                                                                          • Women care more than men
                                                                                                            • Washing the germs away
                                                                                                              • Looking to fabric conditioners for fragrance
                                                                                                                • People claim to want to wash at low temperatures (but do they really?)
                                                                                                                  • Softness a priority for the over-65s
                                                                                                                    • Low interest in ‘crease-free-for-longer’ results
                                                                                                                    • Energy Saving Behaviour

                                                                                                                      • Key points
                                                                                                                        • Energy saving in the laundry process gauged by age
                                                                                                                          • Figure 28: Proportion of people actively trying to save energy when doing the laundry, by age, October 2013
                                                                                                                        • Green (but also mean)
                                                                                                                          • Over 55s are most committed to energy saving
                                                                                                                            • Under 35s have less commitment to energy saving
                                                                                                                              • 30 degrees: the most popular energy-saving temperature
                                                                                                                                • Figure 29: Wash temperature used most frequently, by proportion of people actively trying to save energy when doing the laundry, October 2013
                                                                                                                              • Need to overcome consumer scepticism
                                                                                                                                • Fresh air, zero energy cost
                                                                                                                                  • Figure 30: Drying method used most frequently, by proportion of people actively trying to save energy when doing the laundry, October 2013
                                                                                                                                • Energy saving attitudes to wash programmes varies with wash load type
                                                                                                                                  • Figure 31: Wash programme used most frequently, by proportion of people actively trying to save energy when doing the laundry, October 2013
                                                                                                                              • Attitudes towards Clothes

                                                                                                                                • Key points
                                                                                                                                  • Laundry consumer groupings
                                                                                                                                    • Figure 32: Laundry consumer groupings, October 2013
                                                                                                                                  • Shared attitudes defines seven types of laundry consumer
                                                                                                                                    • Attitudes towards buying clothes
                                                                                                                                      • Figure 33: Attitudes towards buying clothes, October 2013
                                                                                                                                    • To look or not to look (at labels)
                                                                                                                                      • Stain removal – top laundry priority for all
                                                                                                                                        • Figure 34: Wash results considered most important when doing the laundry, by attitudes towards buying clothes, October 2013
                                                                                                                                      • Other priorities vary depending on laundry consumer type
                                                                                                                                      • Appendix – Market Drivers

                                                                                                                                          • Figure 35: Penetration of laundry appliances in UK households, by demographics, May 2013
                                                                                                                                      • Appendix – Laundry Responsibilities

                                                                                                                                          • Figure 36: Laundry responsibilities in household, by demographics, October 2013
                                                                                                                                          • Figure 37: Laundry responsibilities of men, by demographics, October 2013
                                                                                                                                          • Figure 38: Laundry responsibilities of women, by demographics, October 2013
                                                                                                                                      • Appendix – Frequency of Doing Laundry

                                                                                                                                          • Figure 39: Loads of washing done in a typical week, by demographics, October 2013
                                                                                                                                          • Figure 40: Loads of washing done in a typical week, by demographics (Continued), October 2013
                                                                                                                                          • Figure 41: Loads of tumble drying done in a typical week, by demographics, October 2013
                                                                                                                                          • Figure 42: Loads of tumble drying done in a typical week, by demographics (Continued), October 2013
                                                                                                                                          • Figure 43: Frequency of doing ironing during a typical week , by demographics, October 2013
                                                                                                                                          • Figure 44: Frequency of doing ironing during a typical week – Ironing, by demographics (Continued), October 2013
                                                                                                                                      • Appendix – Washing Routine for Clothing, Bedding and Towels

                                                                                                                                          • Figure 45: Number of wears for different items of clothing – Underwear, by demographics, October 2013
                                                                                                                                          • Figure 46: Number of wears for different items of clothing – Socks, by demographics, October 2013
                                                                                                                                          • Figure 47: Number of wears for different items of clothing – Work shirts/blouses, by demographics, October°2013
                                                                                                                                          • Figure 48: Number of wears for different items of clothing – T-shirts/tops, by demographics, October 2013
                                                                                                                                          • Figure 49: Number of wears for different items of clothing – Trousers/skirts, by demographics, October 2013
                                                                                                                                          • Figure 50: Number of wears for different items of clothing – Jumpers, by demographics, October 2013
                                                                                                                                          • Figure 51: Number of wears for different items of clothing – Sports clothing, by demographics, October 2013
                                                                                                                                          • Figure 52: Number of wears for different items of clothing – Male, October 2013
                                                                                                                                          • Figure 53: Number of wears for different items of clothing – Female, October 2013
                                                                                                                                          • Figure 54: Frequency of washing bedding and towels – Bedding, by demographics, October 2013
                                                                                                                                          • Figure 55: Frequency of washing bedding and towels – Bath towels, by demographics, October 2013
                                                                                                                                          • Figure 56: Frequency of washing bedding and towels – Hand towels, by demographics, October 2013
                                                                                                                                          • Figure 57: Frequency of washing bedding and towels – Tea towels, by demographics, October 2013
                                                                                                                                          • Figure 58: Frequency of washing bedding and towels – Male, October 2013
                                                                                                                                          • Figure 59: Frequency of washing bedding and towels – Female, October 2013
                                                                                                                                      • Appendix – Wash Settings Used Most Frequently

                                                                                                                                          • Figure 60: Wash temperature used most frequently – Clothes, by demographics, October 2013
                                                                                                                                          • Figure 61: Wash temperature used most frequently – Clothes, by demographics (Continued), October 2013
                                                                                                                                          • Figure 62: Wash temperature used most frequently – Bedding, by demographics, October 2013
                                                                                                                                          • Figure 63: Wash temperature used most frequently – Bedding, by demographics (Continued), October 2013
                                                                                                                                          • Figure 64: Wash temperature used most frequently – Towels, by demographics, October 2013
                                                                                                                                          • Figure 65: Wash temperature used most frequently – Towels, by demographics (Continued), October 2013
                                                                                                                                          • Figure 66: Drying method used most frequently – Clothes, by demographics, October 2013
                                                                                                                                          • Figure 67: Drying method used most frequently – Bedding, by demographics, October 2013
                                                                                                                                          • Figure 68: Drying method used most frequently – Towels, by demographics, October 2013
                                                                                                                                          • Figure 69: Wash programme used most frequently – Clothes, by demographics, October 2013
                                                                                                                                          • Figure 70: Wash programme used most frequently – Clothes, by demographics (Continued), October 2013
                                                                                                                                          • Figure 71: Wash programme used most frequently – Bedding, by demographics, October 2013
                                                                                                                                          • Figure 72: Wash programme used most frequently – Bedding, by demographics (Continued), October 2013
                                                                                                                                          • Figure 73: Wash programme used most frequently – Towels, by demographics, October 2013
                                                                                                                                          • Figure 74: Wash programme used most frequently – Towels, by demographics (Continued), October 2013
                                                                                                                                      • Appendix – Important Factors for Wash Results

                                                                                                                                          • Figure 75: Wash results considered most important when doing the laundry, by demographics, October 2013
                                                                                                                                          • Figure 76: Wash results considered most important when doing the laundry, by demographics (Continued), October 2013
                                                                                                                                      • Appendix – Energy-Saving Behaviour

                                                                                                                                          • Figure 77: Proportion of people actively trying to save energy when doing the laundry, by demographics, October 2013
                                                                                                                                      • Appendix – Attitudes towards Clothes

                                                                                                                                          • Figure 78: Laundry consumer groupings based on attitudes towards buying clothes*, by demographics, October 2013
                                                                                                                                          • Figure 79: Laundry consumer groupings based on attitudes towards buying clothes*, by demographics (Continued), October 2013
                                                                                                                                          • Figure 80: Attitudes towards buying clothes, by demographics, October 2013
                                                                                                                                          • Figure 81: Attitudes towards buying clothes, by demographics (Continued), October 2013
                                                                                                                                          • Figure 82: Attitudes towards buying clothes, by demographics (Continued), October 2013
                                                                                                                                          • Figure 83: Wash temperature used most frequently, by attitudes towards buying clothes, October 2013
                                                                                                                                          • Figure 84: Drying method used most frequently, by attitudes towards buying clothes, October 2013
                                                                                                                                          • Figure 85: Wash programme used most frequently, by attitudes towards buying clothes, October 2013

                                                                                                                                      Companies Covered

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                                                                                                                                      The Laundry Consumer - UK - December 2013

                                                                                                                                      £1,995.00 (Excl.Tax)