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The Laundry Consumer - UK - December 2015

“Washing and drying behaviour when doing the laundry can have a significant influence on usage of laundry detergents and fabric care products, with a number of elements of people’s laundry routines interacting together to determine what products they buy. Key issues for consumers are performance, speed and energy efficiency, and laundry brands can look to encourage usage of a wider repertoire of products through matching behavioural patterns to particular benefits.”
– Richard Caines, Senior Household Care Analyst

This report discusses the following key topics:

  • What brands can learn from temperatures and wash programmes used
  • What wash routines mean for future sales of laundry products
  • Engaging men with doing the laundry

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • Room to increase men’s involvement and products used
            • Figure 1: Usage of different types of home laundry products, September 2015
          • Encouraging more low-temperature wash loads
            • Figure 2: Temperatures used for washing laundry, September 2015
          • Most people use two wash programmes
            • Figure 3: Repertoire of wash programmes used when doing the laundry, September 2015
          • Majority of people prefer outside drying
            • Figure 4: Methods used for drying laundry, September 2015
          • Certain stains stand out as most difficult to remove
            • Figure 5: Stains people find most difficult to remove from laundry, September 2015
          • High incidence of over- and under dosing
            • Variation in detergent dosing depending on wash load
              • Figure 6: Product usage behaviour for home laundry products, September 2015
            • What we think
            • Issues and Insights

              • What brands can learn from temperatures and wash programmes used
                • The facts
                  • The implications
                    • What wash routines mean for future sales of laundry products
                      • The facts
                        • The implications
                          • Engaging men with doing the laundry
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Almost universal ownership of washing appliances
                                  • Focusing on speed and energy efficiency
                                    • Giving advice on using new appliance features
                                      • Growth in household and population numbers
                                        • New launches boost sales of fabric care products
                                        • Market Drivers

                                          • Ownership of washing appliances almost universal
                                            • Figure 7: Household ownership of washing machines, washer dryers and tumble dryers, 2012-15
                                          • Energy efficiency, speed and larger loads
                                            • Figure 8: Features of a washing machine or tumble dryer that people are most interested in paying more for, April 2014
                                          • Smart technology likely to play a bigger role
                                            • Figure 9: Interest in product innovation in washing machines and tumble dryers, January 2015
                                          • Growth in number of households set to continue
                                            • Figure 10: UK households, by size, 2010-20
                                          • More people equates to more laundry
                                            • Figure 11: Trends in the age structure of the UK population, 2010-20
                                          • Laundry detergents largest segment of market
                                            • Figure 12: UK retail value sales of home laundry products, by segment, 2013 and 2014
                                        • The Consumer – What You Need to Know

                                          • Still gender inequality when it comes to doing the laundry
                                            • Powder and liquid detergents most widely used products
                                              • Room to increase repertoire of products used
                                                • 40 degrees wash temperature used most often
                                                  • Most people stick to one or two different wash programmes
                                                    • Outside drying the preferred option for drying laundry
                                                      • Sauces and oils/fats the most difficult-to-remove stains
                                                        • Dosing not an exact science for most people
                                                          • Big emphasis on separating items and running full loads
                                                            • Varying dosing or detergent depending on wash load
                                                            • Responsibility for Doing the Laundry

                                                              • Laundry responsibilities fall to the women
                                                                • Figure 13: Level of responsibility for doing the laundry, September 2015
                                                                • Figure 14: Responsibility for doing the laundry, by age and gender, September 2015
                                                            • Usage of Home Laundry Products

                                                              • Most popular detergents powders and liquids
                                                                • Figure 15: Usage of different types of home laundry products, September 2015
                                                              • Most people use one or two types of laundry product
                                                                • Figure 16: Repertoire of usage of home laundry products in household, September 2015
                                                              • Majority of people have one type of detergent they use
                                                                • Figure 17: Repertoire of usage of different types of laundry detergent, September 2015
                                                            • Temperatures Used for Washing Laundry

                                                              • Majority of washes at 40 degrees or less
                                                                • Figure 18: Temperatures used for washing laundry, September 2015
                                                              • Opportunity to encourage more low-temperature washes
                                                                • Majority of people use two different wash temperatures
                                                                  • Figure 19: Repertoire of temperatures used for washing laundry, September 2015
                                                              • Programmes Used for Washing Laundry

                                                                • Younger population put bigger emphasis on quick washes
                                                                  • Figure 20: Programmes used for washing laundry, September 2015
                                                                • Targeting those who like mixed washes with colour care products
                                                                  • Programme with pre-wash used more by men
                                                                    • Figure 21: Any programmes used for washing laundry, by gender, September 2015
                                                                  • Two different wash programmes used by half of people
                                                                    • Figure 22: Repertoire of wash programmes used when doing the laundry, September 2015
                                                                • Methods Used for Drying Laundry

                                                                  • Most people prefer outside drying
                                                                    • Figure 23: Methods used for drying laundry, September 2015
                                                                  • Tumble drying only used for small proportion of wash loads
                                                                    • Older bias to outside drying
                                                                    • Most Difficult to Remove Stains

                                                                      • Sauces and cooking oils most difficult to remove
                                                                        • Figure 24: Stains people find most difficult to remove from laundry, September 2015
                                                                      • Most stains seen as more of a problem by women
                                                                        • Brands providing plenty of advice on stain removal
                                                                        • Washing Behaviour

                                                                          • Only a minority measure exact amounts of laundry products
                                                                            • Figure 25: Measurement of laundry powder/liquid/gel and fabric conditioner/softener when doing laundry, September 2015
                                                                          • But the majority of people make use of dosing devices
                                                                            • Figure 26: Usage of dosing devices for measuring powder/liquid/gel and fabric conditioner/softener when doing laundry, September 2015
                                                                          • Putting detergent in washing machine drawer most common
                                                                            • Figure 27: Where people put laundry detergent in the washing machine, September 2015
                                                                            • Figure 28: Where people put laundry detergent in the washing machine, by usage of different types of home laundry products, September 2015
                                                                          • Full loads but pale/white laundry separate from dark/coloured
                                                                            • Figure 29: Sorting of laundry vs mixed loads and full vs small loads, September 2015
                                                                        • Product Usage Behaviour

                                                                          • Variation in amount of detergent used depending on load
                                                                            • Figure 30: Product usage behaviour for detergents and fabric conditioners, September 2015
                                                                          • But using different detergent depending on load less common
                                                                            • A number of ways of using stain remover
                                                                              • Figure 31: Products usage behaviour for removing stains, September 2015
                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                              • Abbreviations

                                                                              Companies Covered

                                                                              To learn more about the companies covered in this report please contact us.

                                                                              The Laundry Consumer - UK - December 2015

                                                                              £1,995.00 (Excl.Tax)