Clothes Washing Products - UK - January 2009
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The most prominent change in the UK’s £1.2 billion laundry products market has been the switch from powdered formats to single-dose tablets or concentrated liquid detergents and gels. This is driven by innovation in liquid product formulae that work more efficiently at lower washing temperatures that help to save energy and the environment.
The use of low-temperature laundry detergents is now established in the UK’s mature clothes-washing products market and the thermostat is constantly being turned down with innovation in 15-degree detergents emerging this year.
Concentrated formulae are receiving much investment in terms of new launches and advertising budget. They typically command higher per litre prices and are playing a key role in premiumising the liquid product offering.
As part of the market’s premiumisation strategy, fragrance has become a key theme. It has drawn inspiration from the toiletries sector to launch exotic scents such as black diamond, white orchid and olive blossom.
Key report themes
A growing awareness of the environment coupled with the rising credit crunch is directing innovation towards products that perform at lower temperatures.
Price is a key motivator in this market. Cheap products and those that can save money on household energy bills are a sure winner in today’s unstable economic climate.
Clean laundry is closely linked to a sense of domestic success, and is closely associated to home making.
Ease and convenience are key to success in this market. Products that enable people to wash clothes without separating by fabric or colour before washing also make doing the laundry less time-consuming.
Products that care for the skin as well as the clothes are a hit amongst not only those with sensitive skin, but those with young children.
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