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The Laundry Consumer - UK - November 2012

“Laundry patterns continue to evolve in response to product developments in both appliances and detergents, with a move towards more washing on low temperatures and quicker cycles one of the biggest trends over the last few years. New product marketing will continue to focus on changing the wash patterns of the core laundry consumer (ie mothers), while also attempting to engage more with those who are less interested, including men and younger people.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • What value is there in laundry brands targeting men?
  • Can focusing on consumer satisfaction help increase laundry sales?
  • How are changing washing patterns transforming the market?
  • Do mixed or small wash loads represent a market opportunity?
  • What can laundry brands do to improve drying and ironing?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Responsibilities for doing the laundry
              • Women still taking main responsibility for laundry
                • Figure 1: Responsibility for loading and putting on the washing machine, by gender, September 2012
              • Frequency of doing the laundry
                • 2-3 wash loads a week most common
                  • Figure 2: Frequency of doing laundry tasks at home, September 2012
                • Attitudes towards doing the laundry
                  • Sense of satisfaction from doing the laundry
                    • Figure 3: Agreement with statements on approach taken to doing the laundry, September 2012
                  • Little attention paid to washing instructions
                    • Figure 4: Attention paid to washing instructions when washing clothes, September 2012
                  • Clothes washing patterns
                    • Most people keep whites and dark colours separate
                      • Figure 5: Agreement with statements on washing clothes, September 2012
                    • Clothes drying patterns
                      • Outside drying preferred
                        • Figure 6: Agreement with statements on drying laundry, September 2012
                      • Ironing habits and attitudes
                        • Focus on ironing noticeably creased items
                          • Figure 7: Agreement with statements on doing the ironing, September 2012
                        • What we think
                        • Issues in the Market

                            • What value is there in laundry brands targeting men?
                              • Can focusing on consumer satisfaction help increase laundry sales?
                                • How are changing washing patterns transforming the market?
                                  • Do mixed or small wash loads represent a market opportunity?
                                    • What can laundry brands do to improve drying and ironing?
                                    • Trend Application

                                        • Trend: Home of the Senses
                                          • Trend: Perfecting the Details
                                            • 2015 Trend: Brand Intervention
                                            • Market Drivers

                                              • Key points
                                                • Vast majority own a washing machine
                                                  • Figure 8: Ownership of laundry appliances and irons, 2008-12
                                                • Fewer people willing to pay more to be green
                                                  • Figure 9: Agreement with statements on the environment and recycling, 2008-12
                                                • Strong focus on reducing energy and water usage
                                                  • Figure 10: Frequency of cutting down on use of gas/electricity and water at home, 2010-12
                                                • Fresh smelling clothes made to last
                                                  • Figure 11: Attitudes towards clothing, 2008-12
                                                • More households means more people doing the laundry
                                                  • Figure 12: UK households, by size, 2007-17
                                                  • Figure 13: Household size, by all men, 2007-12
                                                • Ageing population but also more children
                                                  • Figure 14: Trends in the age structure of the UK population, 2007-17
                                                • Working women lack time for laundry
                                                  • Figure 15: Trends in working status, by gender, 2008-12
                                              • Laundry Responsibilities in the Home

                                                • Key points
                                                  • Women take main responsibility for washing clothes
                                                    • Figure 16: Responsibility for doing various laundry tasks in the home, by gender, September 2012
                                                    • Figure 17: Male responsibility for loading and putting on the washing machine, by age, September 2012
                                                    • Figure 18: Responsibility for loading and putting on the washing machine, by men and women who are married or living with a partner as married, September 2012
                                                  • Similar patterns emerge for drying clothes
                                                    • Figure 19: Male responsibility for hanging the washing to dry inside or outside, by age, September 2012
                                                  • Men also less likely to do the ironing
                                                    • Figure 20: Male responsibility for doing the ironing, by age, September 2012
                                                    • Figure 21: Responsibility for doing the ironing, by men living alone and those who are married or living with a partner, September 2012
                                                • Frequency of Doing the Laundry

                                                  • Key points
                                                    • 2-3 wash loads a week most common
                                                      • Figure 22: Frequency of doing laundry tasks at home, September 2012
                                                      • Figure 23: Heavy usage of the washing machine*, by age and presence of children in household, September 2012
                                                    • Tumble dryers used less frequently
                                                        • Figure 24: Heavy and light usage of tumble dryers, by age and socio-economic group, September 2012
                                                      • Ironing done less often than washing
                                                          • Figure 25: Heavy and light ironing, by household size, September 2012
                                                      • Attitudes Towards Doing the Laundry

                                                        • Key points
                                                          • Satisfaction in home laundering of clothes
                                                            • Figure 26: Attitudes towards doing the laundry, September 2012
                                                            • Figure 27: Agreement with statements ‘Getting the laundry done gives me a sense of satisfaction’ and ‘Laundry is a chore that I put little effort into’, by age, September 2012
                                                          • More wash loads means more time and care taken
                                                            • Figure 28: Approach to doing laundry, by frequency of loading and putting on the washing machine, September 2012
                                                          • Few paying close attention to washing instructions
                                                              • Figure 29: Ways in which people wash special care clothes, by frequency of loading and putting on the washing machine, September 2012
                                                            • Low incidence of visiting dry cleaners
                                                            • Clothes Washing Patterns

                                                              • Key points
                                                                • Majority keep their whites and dark colours separate
                                                                  • Figure 30: Agreement with statements on washing clothes, September 2012
                                                                  • Figure 31: Agreement with statement: ‘I run mixed wash loads of pale colours/whites and dark colours’, by household size, September 2012
                                                                • Economy washes the answer for some smaller wash loads
                                                                  • Figure 32: Agreement with statement ‘I use an economy wash or half load programme for smaller wash loads’, by frequency of loading and putting on the washing machine, September 2012
                                                                • More being encouraged to wash on short cycles
                                                                  • Gradual shift occurring towards low-temperature washing
                                                                    • Figure 33: Agreement with statement: ‘I use low temperatures (ie 30 degrees or less) for most of my washing’, by age group, September 2012
                                                                  • Older bias to usage of ancillary products
                                                                  • Clothes Drying Patterns

                                                                    • Key points
                                                                      • Strong preference for drying outside
                                                                        • Figure 34: Agreement with statements on drying laundry, September 2012
                                                                        • Figure 35: Agreement with statements about drying laundry either outside or indoors, by age group, September 2012
                                                                      • Reluctance to use tumble dryers
                                                                          • Figure 36: Agreement with statements on use of tumble dryers, by age group, September 2012
                                                                      • Ironing Habits and Attitudes

                                                                        • Key points
                                                                          • Very few people iron everything
                                                                            • Figure 37: Agreement with statements on doing the ironing, September 2012
                                                                            • Figure 38: Ironing habits, by age group, September 2012
                                                                          • Few people buying ironing aids
                                                                            • Ironing more of a chore than a pleasure
                                                                              • Figure 39: Attitudes towards doing the ironing, by age group, September 2012
                                                                          • Target Groups

                                                                            • Key points
                                                                                • Figure 40: Target groups for laundry habits, September 2012
                                                                              • Results Focused (13%)
                                                                                • Throw It All In (17%)
                                                                                  • Satisfied Launderers (18%)
                                                                                    • Careful Washers (13%)
                                                                                      • Apathetic (39%)
                                                                                      • Appendix – Market Drivers

                                                                                          • Figure 41: Ownership of laundry appliances and irons, by demographics, 2012
                                                                                          • Figure 42: Agreement with statements on the environment and recycling, by demographics, 2012
                                                                                          • Figure 43: Attitudes towards clothing, by demographics, 2012
                                                                                      • Appendix – Laundry Responsibilities in the Home

                                                                                          • Figure 44: Responsibilities for different laundry tasks, September 2012
                                                                                          • Figure 45: Responsibilities of men for different laundry tasks, September 2012
                                                                                          • Figure 46: Responsibilities of women for different laundry tasks, September 2012
                                                                                          • Figure 47: Responsibilities for different laundry tasks, by demographics, September 2012
                                                                                          • Figure 48: Responsibilities for loading and putting on the washing machine, by demographics, September 2012
                                                                                          • Figure 49: Responsibilities for hanging the washing to dry inside or outside, by demographics, September 2012
                                                                                          • Figure 50: Responsibilities for loading or unloading the tumble dryer, by demographics, September 2012
                                                                                          • Figure 51: Responsibilities for doing the ironing, by demographics, September 2012
                                                                                          • Figure 52: Responsibilities of men for different laundry tasks, by demographics, September 2012
                                                                                          • Figure 53: Responsibilities of men for loading and putting on the washing machine, by demographics, September 2012
                                                                                          • Figure 54: Responsibilities of men for hanging the washing to dry inside or outside, by demographics, September 2012
                                                                                          • Figure 55: Responsibilities of men for loading or unloading the tumble dryer, by demographics, September 2012
                                                                                          • Figure 56: Responsibilities of men for doing the ironing, by demographics, September 2012
                                                                                          • Figure 57: Responsibilities of women for different laundry tasks, by demographics, September 2012
                                                                                          • Figure 58: Responsibilities of women for loading and putting on the washing machine, by demographics, September 2012
                                                                                          • Figure 59: Responsibilities of women for hanging the washing to dry inside or outside, by demographics, September 2012
                                                                                          • Figure 60: Responsibilities of women for loading or unloading the tumble dryer, by demographics, September 2012
                                                                                          • Figure 61: Responsibilities of women for doing the ironing, by demographics, September 2012
                                                                                      • Appendix – Frequency of Doing the Laundry

                                                                                          • Figure 62: Frequency of loading and starting the washing machine, by demographics, September 2012
                                                                                          • Figure 63: Frequency of loading and unloading the tumble dryer, by demographics, September 2012
                                                                                          • Figure 64: Frequency of ironing, by demographics, September 2012
                                                                                      • Appendix – Attitudes Towards Doing the Laundry

                                                                                          • Figure 65: Attitudes towards doing the laundry, by demographics, September 2012
                                                                                          • Figure 66: Attitudes towards doing the laundry (continued), by demographics, September 2012
                                                                                          • Figure 67: Attitudes towards doing the laundry, by frequency of loading and starting the washing machine, September 2012
                                                                                      • Appendix – Clothes Washing Patterns

                                                                                          • Figure 68: Agreement with statements on washing clothes, by demographics, September 2012
                                                                                          • Figure 69: Agreement with statements on washing clothes (continued), by demographics, September 2012
                                                                                          • Figure 70: Agreement with statements on washing clothes, by frequency of loading and starting the washing machine, September 2012
                                                                                      • Appendix – Clothes Drying Patterns

                                                                                          • Figure 71: Agreement with statements on drying laundry, by demographics, September 2012
                                                                                          • Figure 72: Agreement with statements on drying laundry (continued), by demographics, September 2012
                                                                                          • Figure 73: Agreement with statements on drying laundry, by frequency of loading and starting the washing machine, September 2012
                                                                                          • Figure 74: Agreement with statements on drying laundry, by frequency of loading and unloading the tumble dryer, September 2012
                                                                                      • Appendix – Ironing Habits and Attitudes

                                                                                          • Figure 75: Agreement with statements on doing the ironing, by demographics, September 2012
                                                                                          • Figure 76: Agreement with statements on doing the ironing (continued), by demographics, September 2012
                                                                                          • Figure 77: Agreement with statements on doing the ironing, by frequency of loading and starting the washing machine, September 2012
                                                                                          • Figure 78: Agreement with statements on doing the ironing, by frequency of ironing, September 2012
                                                                                      • Appendix – Target Groups

                                                                                          • Figure 79: Target groups, by demographics, September 2012
                                                                                          • Figure 80: Responsibilities for different laundry tasks, by target groups, September 2012
                                                                                          • Figure 81: Frequency of doing loading and starting the washing machine tasks, by target groups, September 2012
                                                                                          • Figure 82: Frequency of doing loading and unloading the tumble dryer tasks, by target groups, September 2012
                                                                                          • Figure 83: Frequency of ironing, by target groups, September 2012
                                                                                          • Figure 84: Attitudes towards doing the laundry, by target groups, September 2012
                                                                                          • Figure 85: Agreement with statements on washing clothes, by target groups, September 2012
                                                                                          • Figure 86: Agreement with statements on drying laundry, by target groups, September 2012
                                                                                          • Figure 87: Agreement with statements on doing the ironing, by target groups, September 2012

                                                                                      Companies Covered

                                                                                      • Council of Mortgage Lenders
                                                                                      • Government Actuary's Department (GAD)

                                                                                      The Laundry Consumer - UK - November 2012

                                                                                      US $2,570.96 (Excl.Tax)