Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Home Laundry Products - US - August 2018

"The home laundry products market is estimated to grow. While detergent dominates the market, the wide array of features and innovations offered in the laundry care segment largely contributed to category growth. Offering products that effectively, yet safely, clean all fabric types could be an opportunity for brands to post stronger gains."
- Olivia Guinaugh, Home & Personal Care Analyst

This Report looks at the following areas:

  • Declining ownership of washing and drying machines can challenge market
  • Older adults take routine-driven approach to shopping
  • Laundry behaviors limit the need for starch and sizing products 
  • Parents are prime target for laundry products
  • Scented features continue to be key, especially for younger adults 
  • Positive perceptions toward specialized products could boost sales

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market Overview
          • Figure 1: Total US sales and fan chart forecast of home laundry products, at current prices, 2013-23
        • The issues
          • Declining ownership of washing and drying machines can challenge market
            • Figure 2: Ownership of any washer/dryers (net), 2012-18
          • Older adults take routine-driven approach to shopping
            • Figure 3: Buy products from same brand, by age, May 2018
          • Laundry behaviors limit the need for starch and sizing products
            • Figure 4: Rarely iron laundry and usage of starch/sizing, May 2018
          • The opportunities
            • Parents are prime target for laundry products
              • Figure 5: Usage of select laundry products, by parental status, May 2018
            • Scented features continue to be key, especially for younger adults
              • Figure 6: Interest in scent related innovations, any interest or use (net), by age, May 2018
            • Positive perceptions toward specialized products could boost sales
              • Figure 7: Select attitudes toward laundry products, May 2018
            • What it means
            • The Market – What You Need to Know

              • Home laundry products experience gains
                • Detergent maintains dominance; laundry care and softener see gains while bleach struggles
                  • Laundry behaviors dictate product usage
                    • Appliance ownership, population, and economic trends impact market
                    • Market Size and Forecast

                      • Home laundry products experience gains
                        • Figure 8: Total US sales and fan chart forecast of home laundry products, at current prices, 2013-23
                        • Figure 9: Total US sales and forecast of home laundry products, at current prices, 2013-23
                    • Market Breakdown

                      • Detergent maintains its dominance
                        • Laundry care and liquid fabric softener see largest gains
                          • Negative perceptions and product alternatives challenge bleach
                            • Figure 10: Total US retail sales of home laundry products, by segment, at current prices, 2016 and 2018
                          • Other retailers continue to dominate the market
                            • Figure 11: Total US retail sales of home laundry products, by channel, at current prices, 2013-18
                        • Market Perspective

                          • Laundry behaviors dictate product usage
                            • Figure 12: Laundry behaviors, May 2018
                        • Market Factors

                          • Declining ownership of washing and drying machines may hinder market
                            • Figure 13: Ownership of any washer/dryers (net), 2012-18
                          • Positive economic indicators could boost sales
                            • Figure 14: Consumer Sentiment Index, January 2007-May 2018
                          • Fewer households with children may lead to market struggles
                            • Figure 15: Households, by presence of related children, 2007-17
                        • Key Players – What You Need to Know

                          • Mixed results for category leaders
                            • Added stain fighting power and scent boosters are on the rise
                              • Stigmas and clothing trends negatively impact bleach and starch sales
                                • Probiotic laundry products have market potential
                                • Company and Brand Sales of Home Laundry Products

                                  • P&G and Church & Dwight are the only major competitors to see gains
                                    • Struggling segments translate to declines for Henkel and Clorox
                                      • Manufacturer sales of home laundry products
                                        • Figure 16: Multi-outlet sales of home laundry products, by leading companies, rolling 52 weeks 2017 and 2018
                                    • What’s Working?

                                      • Stain removing power aligns with consumer interests
                                        • Detergent and scent boosters boost laundry care sales
                                        • What’s Struggling?

                                          • Bleach is challenged by barriers to use and stain removal products
                                            • Figure 17: Total US retail sales and forecast of bleach, at current prices, 2013-23
                                          • Clothing trends reduce the need for ironing products
                                            • Figure 18: MULO sales of laundry starch, rolling 52 weeks 2017 and 2018
                                        • What’s Next?

                                          • Probiotic laundry products have market potential
                                          • The Consumer – What You Need to Know

                                            • Nearly all adults claim at least some level of responsibility in laundry
                                              • Most adults use detergent; liquid detergent is used by most
                                                • Bleach and softener are the most commonly used additives
                                                  • Clothing trends impact out-of-wash product usage
                                                    • Consumers prioritize stain removing power
                                                      • Adults raise concerns about skin irritations
                                                        • Shoppers are routine driven, seek convenience
                                                          • Innovations focused on scent remain key for driving consumer interest
                                                          • Responsibility for Doing Laundry

                                                            • Nearly all adults claim at least some level of responsibility in laundry
                                                              • Figure 19: Responsibility for doing laundry, May 2018
                                                            • Gender roles are shifting; life stage impacts level of responsibility
                                                              • Figure 20: Responsibility for doing laundry, by gender and age, May 2018
                                                            • Parents and nonparents report similar levels of responsibility
                                                              • Figure 21: Responsibility for doing laundry, by parental status, May 2018
                                                            • Black and Hispanic adults are highly involved in laundry duties
                                                              • Figure 22: Responsibility for doing laundry, by race and Hispanic origin, May 2018
                                                          • Usage of Detergent Products

                                                            • Nearly all adults use detergent; liquid used by most
                                                              • Figure 23: Usage of detergent products, May 2018
                                                              • Figure 24: Usage of laundry detergent, by laundry load/fabric type, May 2018
                                                            • Life stage dictates type of detergent purchased
                                                              • Figure 25: Usage of detergent products, by age, May 2018
                                                            • Parents seek convenience
                                                              • Figure 26: Usage of detergent products, by parental status, May 2018
                                                            • Powder detergent is more commonly used by Black adults
                                                              • Figure 27: Usage of detergent products, by race and Hispanic origin, May 2018
                                                          • Usage of In-wash Additives

                                                            • Bleach and softener are the most commonly used additives
                                                              • Figure 28: Usage of in-wash additives, May 2018
                                                              • Figure 29: Usage of in-wash additives, by load type, May 2018
                                                            • Older adults stick to familiar products
                                                              • Figure 30: Usage of in-wash additives, by age, May 2018
                                                            • Parents are heavy users of in-wash additives
                                                              • Figure 31: Usage of in-wash additives, by parental status, May 2018
                                                            • Black and Hispanic adults take specialized approach to laundry
                                                              • Figure 32: Usage of in-wash add-on products, by race and Hispanic origin, May 2018
                                                          • Usage of Out-of-wash Products

                                                            • Clothing trends impact out-of-wash product usage
                                                              • Figure 33: Usage of out-of-wash products, May 2018
                                                            • Men’s clothing trends suggests opportunity for specialized products
                                                              • Figure 34: Usage of out-of-wash products, by gender, May 2018
                                                            • Young adults and parents use a variety of out-of-wash products
                                                              • Figure 35: Usage of out-of-wash products, by age and parental status, May 2018
                                                            • Hispanics’ usage of out-of-wash products highlights engagement
                                                              • Figure 36: Usage of out-of-wash products, by race and Hispanic origin, May 2018
                                                          • Detergent Purchase Influencers

                                                            • Shoppers prioritize stain removing power
                                                              • Figure 37: Detergent purchase influencers, May 2018
                                                              • Figure 38: TURF analysis – Benefits sought in laundry detergent, May 2018
                                                            • Methodology
                                                              • Women influenced by a variety of benefits and claims
                                                                • Figure 39: Detergent purchase influencers, by gender, May 2018
                                                              • Parents and young adults have greater laundry needs
                                                                • Figure 40: Select detergent purchase Influencers, by age and by parental status, May 2018
                                                              • Black adults seek most claims; Hispanics prioritize scent
                                                                • Figure 41: Select detergent purchase Influencers, by race and Hispanic origin, May 2018
                                                            • Attitudes toward Laundry Products

                                                              • Adults raise concerns about skin irritations
                                                                • Figure 42: Attitudes toward laundry products, May 2018
                                                              • Men are skeptical about efficacy
                                                                • Figure 43: Select attitudes toward laundry products, by gender, May 2018
                                                              • Young adults and parents raise safety concerns
                                                                • Figure 44: Attitudes toward laundry products and safety, by age and parental status, May 2018
                                                              • Hispanics prioritize effectiveness over convenience
                                                                • Figure 45: Attitudes toward laundry products and effectiveness, by race and Hispanic origin, May 2018
                                                            • Shopping Behaviors

                                                              • Shoppers are routine driven, seek convenience
                                                                • Figure 46: Shopping behaviors, May 2018
                                                              • Gender reveals minimal differences in shopping behaviors
                                                                • Figure 47: Shopping behaviors, by gender, May 2018
                                                              • Older adults take routine-driven approach to shopping
                                                                • Figure 48: Select shopping behaviors, by age, May 2018
                                                              • Hispanics are more likely than average to buy natural laundry products
                                                                • Figure 49: Attitudes toward natural laundry products, by race and Hispanic origin, May 2018
                                                            • Interest in Innovations

                                                              • Innovations focused on function, scent drive consumer interest
                                                                • Figure 50: Interest in product innovations, May 2018
                                                              • Gender reveals limited differences in interest in innovations
                                                                • Figure 51: Interest in select product innovations, any interest or use (net), by gender, May 2018
                                                              • Younger adults’ interest in innovations reflects high engagement
                                                                • Figure 52: Interest in select product innovations, any interest or use (net), by age and by parental status, May 2018
                                                              • Scented features capture Black and Hispanic adults’ attention
                                                                • Figure 53: Interest in select product innovations, any interest or use (net), by race and Hispanic origin, May 2018
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Sales data
                                                                  • Fan chart forecast
                                                                    • Consumer survey data
                                                                      • Direct marketing creative
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                          • Appendix – The Market

                                                                              • Figure 54: Total US sales and forecast of home laundry products, at inflation-adjusted prices, 2013-18
                                                                              • Figure 55: Total US retail sales of home laundry products, by segment, at current prices, 2013-23
                                                                              • Figure 56: Total US retail sales of home laundry products, by channel, at current prices, 2013-18
                                                                          • Appendix – Key Players

                                                                              • Figure 57: Multi-outlet sales of laundry detergent, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                              • Figure 58: Multi-outlet sales of liquid fabric softener, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                              • Figure 59: Multi-outlet sales of fabric softener sheets, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                              • Figure 60: Multi-outlet sales of laundry care, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                              • Figure 61: Multi-outlet sales of bleach, by leading companies and brands, rolling 52 weeks 2017 and 2018

                                                                          Home Laundry Products - US - August 2018

                                                                          £3,435.47 (Excl.Tax)