Fabric Care - UK - July 2013
“The market for fabric care products other than laundry detergents and fabric conditioners has suffered a significant decline in sales since it peaked in 2010, suggesting those with laundry responsibilities have been cutting back on non-essential purchases to save money and putting their faith in detergents and conditioners to meet their laundry needs. This makes it even more important for brands in wash treatment products to prove their worth in boosting wash results.”
Richard Caines, Senior Household Care Analyst
Some questions answered in this report include:
- What is needed to reverse the decline in fabric care sales?
- What factors have the biggest influence on choice of stain remover?
- How much can stain removers go beyond removing visible stains?
- Can the development of new products help drive incremental sales?
- How can interest in scent help improve the prospects for fresheners?
The market for wash treatment products, fabric fresheners and ironing enhancers has been struggling since sales peaked in 2010, with sales down in 2012 and this downward trend continuing during the first five months of 2013. This performance is in contrast to growth seen in laundry detergents and fabric conditioners over the last 12 months.
The sector has suffered from the products within it being seen as less essential than detergents and conditioners, and most buyers only using these items infrequently. Brands offering ancillary fabric care products therefore face a challenge convincing more people to buy and use as part of their regular laundry routine to improve wash results and keep their clothes looking good for longer.
This report looks at usage of fabric care products, including how frequently they are used, factors influencing choice of stain removers, interest in fabric care product benefits and attitudes towards fabric care that are likely to shape the future prospects for the market.
The report examines the retail market for the following products:
Stain removers that remove 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. This includes colour run preventers and colour run removers.
Fabric fresheners intended to refresh and revive clothes between washes and clothing that has been in storage, including fabric freshener sprays and fragranced sachets (eg Febreze). This also includes products for freshening upholstery.
Ironing aids that include products for ironing such as fragranced ironing waters and starch liquids or sprays.
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