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Fabric Care and Other Washing Ancilliaries - UK - November 2016

 “New product launches have created growth in value sales in fabric care, in contrast to many other household care categories including laundry detergents. While recent launches in the fabric conditioner space have focused on premium fragrances and longer-lasting freshness, there may be scope to add value through increased functionality. For example, products that can repel stains or remove trapped oils, as well as ones specifically suited for activewear, could encourage consumers to spend more money on the category.”

- Richard Hopping, Brand and Household Analyst

This report will cover the following areas:

  • Maintaining NPD momentum
  • Using packaging to engage younger groups

This category is strongly influenced by laundry habits and choice of laundry detergents; a shift towards non-biological formulations and washing at lower temperatures has resulted in a boost to sales of stain removers and antibacterial laundry cleansers as consumers look to compensate for gentler laundry regimes. At the same time, consumer interest in longer-lasting and more premium fragrances has been met by the likes of Comfort Intense and Lenor Unstoppables, encouraging consumers to trade up to more expensive fabric conditioner products.

This Report examines the retail market for the following fabric care products:

  • Rinse conditioners used in addition to laundry detergents in order to soften, freshen and/or make drying and ironing easier, and available as standard and concentrated liquids.
  • Tumble dry enhancers offered as fragrance-impregnated sheets that are designed for use in tumble dryers (eg Lenor Tumble Dryer Sheets, which were formerly Bounce).
  • Stain removers that take away stains and include both pre-wash and in-wash products in powder, liquid, gel, tablet and spray format (eg Vanish).
  • Whiteners and colour care products used with laundry detergents for helping to maintain the brightness of colours and whiteness of whites without bleaching.
  • Ironing aids that include products for ironing such as fragranced ironing waters and starch liquids or sprays.

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Table of contents

  1. Overview

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

          • Market on an upward curve, but growth slowing
            • Figure 1: Best- and worst-case forecast of UK value sales of fabric care and other washing ancillary products*, 2011-21
          • Fabric conditioners and wash treatments growing
            • Figure 2: Breakdown of UK retail value sales of fabric care and other washing ancillary products*, 2015
          • Conditioner and softeners dominate NPD year on year
            • Figure 3: New product launches in the fabric care and other washing ancillaries category*, % by sub-category, January 2013-August 2016
          • Fabric conditioners seen as vital part of laundry regime
            • Figure 4: Frequency of fabric care and other washing ancillary product usage in the last six months, August 2016
          • Sensitivity is an open goal
            • Figure 5: Attitudes towards fabric care, August 2016
          • On-pack communication vital
            • Figure 6: Fabric care product buying behaviours, August 2016
          • Still an opportunity for added value through function
            • Figure 7: Interest in product features for fabric conditioners, August 2016
          • Many consumers potentially open to fragrance change
            • Figure 8: Repertoire of favoured fragrances, August 2016
          • What we think
          • Issues and Insights

            • Maintaining NPD momentum
              • The facts
                • The implications
                  • Using packaging to engage younger groups
                    • The facts
                      • The implications
                      • The Market – What You Need to Know

                        • Growth slows but remains on an upward curve
                          • Fabric conditioner and wash treatments maintain growth
                            • Grocery multiples remain dominant
                              • Population set to increase wash loads
                                • Shifts in laundry habits have knock-on effect
                                • Market Size and Forecast

                                  • Growth slows but remains on an upward curve
                                    • Figure 9: UK retail value sales for fabric care and other washing ancillary products*, at current and constant prices, 2011-21
                                  • Market expected to continue growing
                                    • Figure 10: Best- and worst-case forecast of UK value sales of fabric care and other washing ancillary products*, 2011-21
                                  • The impact of the EU referendum vote
                                      • Figure 11: Alternative market scenarios for the post-Brexit fabric care and other washing ancillary products, at current prices, 2016-21
                                      • Figure 12: Detailed post-Brexit scenarios for the fabric care and other washing ancillaries market, at current prices, 2016-21
                                    • Fabric conditioner sales unaffected by last recession
                                      • Focus on maintaining clothes may keep fabric care sales buoyant
                                      • Segment Performance

                                        • Non-essential nature of category may boost value sales
                                          • Figure 13: Breakdown of UK retail value sales of fabric care and other washing ancillary products*, by segment, 2014-16
                                        • Product launches assist sales growth in fabric conditioners
                                          • Figure 14: UK retail value sales of fabric conditioners, by type, 2014-16
                                        • Consumers aware of bacteria build-up
                                          • Figure 15: UK retail value sales of wash treatment products, by type, 2014-16
                                        • Compensating for lower detergent efficacy with stain removers
                                          • Ironing enhancers segment continues to decline
                                            • Figure 16: UK retail value sales of ironing enhancer products, by type, 2014-16
                                        • Channels to Market

                                          • Grocery multiples remain dominant
                                            • Figure 17: UK retail value sales of fabric care and other washing ancillary products*, by outlet type, 2014-16
                                          • Discounter stores increasing in number
                                            • Figure 18: Outlet numbers for selected discounter stores, 2011/12-2015/16
                                          • Latest Amazon initiatives likely to increase ‘other’ share of category sales
                                          • Market Drivers

                                            • Population set to increase wash loads
                                              • Figure 19: Trends in the age structure of the UK population, 2011-21
                                            • Number of large households predicted to rise
                                              • Figure 20: UK households, by size, 2011-21
                                            • Economy improving but Brexit causes some uncertainty
                                              • Figure 21: Trends in consumer sentiment for the coming year, January 2009-September 2016
                                            • Two-in-one laundry detergents challenge fabric conditioners
                                              • Laundry habits influence fabric care use
                                                • Figure 22: Behaviours towards doing the laundry, August 2016
                                              • Changes in washing machines
                                                • Exercise and specialist clothing means a need for specialist care
                                                  • Advances in online shopping could cause shift in shopping channels
                                                  • Companies and Brands – What You Need to Know

                                                    • Comfort increases market share in fabric conditioners segment
                                                      • Vanish remains dominant in wash treatments
                                                        • True innovation rises due to focus on fabric conditioner fragrance
                                                          • Advertising spend increases in line with sales
                                                          • Market Share

                                                            • Comfort increases market share in fabric conditioners segment
                                                              • Figure 23: Brand shares in fabric conditioners and tumble dryer enhancers, years ending August 2015 and 2016
                                                            • Lenor Unstoppables unable to prevent Lenor fabric conditioners slide
                                                              • Fairy and Ecover appeal to target markets
                                                                • Own-label fabric conditioners lose share in wake of brand launches
                                                                  • Vanish remains dominant in wash treatments segment
                                                                    • Figure 24: Brand shares in wash treatments*, years ending August 2015 and 2016
                                                                  • Advertising and laundry habits impact upon Dettol growth
                                                                    • Own-label ironing enhancers increase share as brands falter
                                                                      • Figure 25: Brand shares in ironing enhancers*, years ending August 2015 and 2016
                                                                  • Launch Activity and Innovation

                                                                    • Conditioner and softeners dominate NPD year on year
                                                                      • Figure 26: New product launches in the fabric care and other washing ancillaries* category, % by sub-category, January 2013-August 2016
                                                                      • Figure 27: Examples of new launches in the bleach and fabric brighteners sub-category, 2015
                                                                    • Own-labels struggle
                                                                      • Figure 28: New product launches in the fabric care and other washing ancillaries* category, own-label vs branded, January 2012-August 2016
                                                                      • Figure 29: Examples of fragranced own-label launches in the fabric care and other washing ancillaries* category, 2015
                                                                    • A fragmented market
                                                                      • Figure 30: New product launches in the fabric care and other washing ancillaries* category, by ultimate company, 2015
                                                                    • True innovation on the rise
                                                                      • Figure 31: New product launches in the fabric care and other washing ancillaries* category, by launch type, January 2012-August 2016
                                                                      • Figure 32: New stain/spot removal product launches, 2015
                                                                    • AISE certification boosts environmentally friendly product claim
                                                                      • Figure 33: Leading claims in the fabric care and other washing ancillaries* category, by top claims for 2015, 2014 and 2015
                                                                    • Odour-neutralising and antibacterial formulae benefit from interest in non-bio detergents
                                                                      • Figure 34: New odour-neutralising/antibacterial product launches, 2015
                                                                    • Floral fragrances still most popular
                                                                      • Figure 35: Leading fragrances in the air care products category, based on top fragrance component groups, January 2015-August 2016
                                                                      • Figure 36: New product launches featuring floral fragrances, 2015-16
                                                                      • Figure 37: Limited edition fabric conditioner launches, 2015-16
                                                                  • Advertising and Marketing Activity

                                                                    • Advertising spend increases in line with sales
                                                                      • Figure 38: Total above-the-line, online display and direct mail advertising expenditure on fabric care products*, 2011-15
                                                                      • Figure 39: Total above-the-line, online display and direct mail advertising expenditure on fabric care products*, by sub-category, January 2013-August 2016
                                                                    • RB continues Vanish and Dettol investment
                                                                      • Figure 40: Total above-the-line, online display and direct mail advertising expenditure on fabric care products*, by advertiser, January 2013-August 2016
                                                                    • Lenor renews focus on core range in 2016
                                                                      • Comfort Intense takes precedence over Creations
                                                                        • Visual elements promote TV advertising
                                                                          • Figure 41: Total above-the-line, online display and direct mail advertising expenditure on fabric care products*, by media type, January 2013-August 2016
                                                                        • Nielsen Ad Intel coverage
                                                                        • The Consumer – What You Need to Know

                                                                          • Women remain responsible for purchasing
                                                                            • Fabric conditioners seen as vital part of laundry regime
                                                                              • Sensitivity is key to consumers
                                                                                • Expense of additional products may prove to be a barrier
                                                                                  • Scope for development of functional attributes
                                                                                    • Many consumers may be open to fragrance experimentation
                                                                                    • Buying Responsibility and Product Usage

                                                                                      • Women most responsible for buying fabric care products
                                                                                        • Figure 42: Fabric care buying responsibility, by gender, August 2016
                                                                                      • Fabric conditioners seen as vital part of laundry regime
                                                                                        • Figure 43: Frequency of usage of fabric care and other washing ancillary products in the last six months, August 2016
                                                                                      • Men more likely to use fragrance-related products…
                                                                                        • Figure 44: Any usage of fabric care and other washing ancillary products, by gender, August 2016
                                                                                      • …while women more likely to take care of stains
                                                                                        • Still a need to highlight product benefits
                                                                                          • Figure 45: Repertoire of fabric care and other washing ancillary products used, August 2016
                                                                                      • Attitudes towards Fabric Care

                                                                                        • Sensitivity is an open goal
                                                                                          • Figure 46: Attitudes towards fabric care, August 2016
                                                                                        • In-wash scent boosts appeal to limited audience
                                                                                          • Brand more important in stain removers than fabric conditioners
                                                                                            • Still some doubt over best way to attack stains
                                                                                                • Figure 47: Attitudes towards stains (“agree” responses only), by age, August 2016
                                                                                            • Fabric Care Buying Behaviours

                                                                                              • Special offers create bulk buys
                                                                                                • Figure 48: Fabric care buying behaviours, August 2016
                                                                                              • Adding value is vital
                                                                                                • A third interested in attractive packaging
                                                                                                  • Advertising can target urban parents
                                                                                                    • Figure 49: CHAID – Tree output for fabric care and other washing ancillaries, August 2016
                                                                                                    • Figure 50: CHAID – Table output for fabric care and other washing ancillaries, August 2016
                                                                                                • Interest in Product Features for Fabric Conditioners

                                                                                                  • Still opportunity for added value through function
                                                                                                    • Figure 51: Interest in product features for fabric conditioners, August 2016
                                                                                                  • Ultra-concentrates and antibacterial properties already bearing fruit
                                                                                                    • Protection for clothes holds appeal
                                                                                                      • Figure 52: Interest in ‘protective’ product features for fabric conditioners, August 2016
                                                                                                    • Catering for functional clothing
                                                                                                      • Figure 53: Interest in fabric conditioners for specific clothing types, August 2016
                                                                                                    • Interest in longer-lasting fragrances
                                                                                                      • Figure 54: Interest in fragrance features for fabric conditioners, August 2016
                                                                                                  • Fabric Care Fragrance Preferences

                                                                                                    • Fragrance is key
                                                                                                      • Figure 55: Fabric care fragrance preferences, August 2016
                                                                                                    • Many consumers potentially open to change
                                                                                                      • Figure 56: Repertoire of fabric care fragrance preferences, August 2016
                                                                                                    • Fragrance could be used to widen repertoire of products used
                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                        • Abbreviations
                                                                                                          • Consumer research methodology
                                                                                                            • CHAID methodology
                                                                                                              • Forecast methodology
                                                                                                              • Appendix – The Market

                                                                                                                  • Figure 57: Best- and worst-case forecast of UK value sales of fabric conditioners, 2011-21
                                                                                                                  • Figure 58: UK retail value sales of fabric conditioners, at current and constant prices, 2011-21
                                                                                                                  • Figure 59: Best- and worst-case forecast of UK value sales of wash treatments, 2011-21
                                                                                                                  • Figure 60: UK retail value sales of wash treatments, at current and constant prices, 2011-21
                                                                                                                  • Figure 61: Best- and worst-case forecast of UK value sales of ironing enhancers, 2011-21
                                                                                                                  • Figure 62: UK retail value sales of ironing enhancers, at current and constant prices, 2011-21
                                                                                                              • Appendix – Companies and Brands

                                                                                                                  • Figure 63: New product launches in the fabric care and other washing ancillaries* category, own-label only, by launch type, 2015

                                                                                                              Fabric Care and Other Washing Ancilliaries - UK - November 2016

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