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Home Laundry Products - US - September 2019

"In 2019, home laundry products are estimated to increase. While the market enjoys strong penetration – as nearly all consumers purchase laundry products – industry players are challenged to generate meaningful sales growth due to shoppers’ habitual approach to the category. Mintel projects continued modest growth of laundry products from 2019-24."
- Rebecca Cullen, Household Care Analyst

This Report looks at the following areas:

  • Substantial growth remains elusive for laundry products market
  • Laundry shoppers are driven by brand and price
  • Laundry detergent sales static compared to dynamic laundry care segment

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Repertoire of product usage, July 2019
        • The issues
          • Substantial growth remains elusive for laundry products market
            • Figure 2: Total US sales and fan chart forecast of home laundry products, at current prices, 2014-24
          • Laundry shoppers are driven by brand and price
            • Figure 3: Shopping for laundry products, July 2019
          • Laundry detergent sales static compared to dynamic laundry care segment
            • Figure 4: Total US retail sales of home laundry products, by segment, at current prices, 2017 and 2019
          • The opportunities
            • Move beyond stain removal and scent to add value
              • Figure 5: TURF Analysis – Laundry detergent important attributes, July 2019
            • Pods continue to offer growth opportunity in detergent
              • Figure 6: Multi-outlet sales of laundry detergent products, by format, rolling 52 weeks 2018 and 2019
            • Demand for safer products sets stage for natural and clean ingredients
              • Figure 7: Attitudes toward ingredients and natural products, by age, July 2019
            • What it means
            • The Market – What You Need to Know

              • Steady market with “more of the same” forecasted
                • Laundry care segment exhibits growth
                  • Home laundry products support innovation in washers/dryers
                    • Families important to market
                      • Gender gap still exists in laundry responsibility
                      • Market Size and Forecast

                        • Routine, budget-minded approach to category limits growth
                          • Figure 8: Total US sales and fan chart forecast of home laundry products, at current prices, 2014-24
                          • Figure 9: Total US retail sales and forecast of home laundry products, at current prices, 2014-24
                      • Market Breakdown

                        • Smaller segments outperform laundry detergent
                          • Figure 10: Share of US retail sales of home laundry products, by segment, at current prices, 2019
                          • Figure 11: Total US retail sales of home laundry products, by segment, at current prices, 2017 and 2019
                        • Other retailers dominate home laundry products
                          • Figure 12: Total US retail sales of home laundry products, by channel, at current prices, 2017 and 2019
                      • Market Perspective

                        • Home laundry products must support desired attributes in appliances
                        • Market Factors

                          • Families represent shrinking share of US households
                            • Figure 13: Households by presence of related children, 2008-18
                          • The gender gap still evident in laundry responsibility
                            • Figure 14: Laundry responsibility, by gender, July 2019
                          • Cost-conscious mentality challenges premium spending
                            • Figure 15: Consumer Sentiment Index, January 2007-Aug 2019
                        • Key Players – What You Need to Know

                          • P&G maintains market lead
                            • Success in pod format
                              • Bleach yields to competitive pressures
                                • Enhancing green identity
                                • Company and Brand Sales of Laundry Products

                                  • P&G accounts for majority of market sales
                                    • Figure 16: Gain tropical sunrise in-wash scent booster
                                  • Henkel struggles while Church & Dwight yields solid growth
                                    • Figure 17: Arm & Hammer 3-in-1 concentrated laundry detergent power paks
                                  • Sales of home laundry products by company
                                    • Figure 18: MULO sales of home laundry products, by leading companies, rolling 52 weeks 2018 and 2019
                                • What’s Working?

                                  • Format: liquid dominates, but pods fuel growth
                                    • Figure 19: Laundry product usage, by format, July 2019
                                    • Figure 20: Tide+ Ultra Concentrated Detergent with Ultra Oxi
                                    • Figure 21: MULO sales of laundry detergent products, by format, rolling 52 weeks 2018 and 2019
                                    • Figure 22: Share of laundry product launches, by format, 2016-19
                                    • Figure 23: Multi-outlet sales of Tide laundry detergent products, by format, rolling 52 weeks 2018 and 2019
                                    • Figure 24: Tide+ Pods Ultra Oxi
                                    • Figure 25: Tide Simply Clean & Fresh Pods
                                  • Scent boosters drive sales of laundry care
                                    • Figure 26: Multi-outlet sales of laundry care products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                    • Figure 27: Multi-outlet sales of select laundry care products, by brand, rolling 52 weeks 2018 and 2019
                                    • Figure 28: Downy Sport Odor Defense
                                • What’s Struggling?

                                  • Bleach sales dwindle in face of competition
                                    • Figure 29: Multi-outlet sales of bleach, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                    • Figure 30: Lysol Crisp Linen Scented Laundry Sanitizer
                                • What’s Next?

                                  • Powder detergents due for a comeback
                                    • Brands outsource services
                                      • Figure 31: Tide cleaners, Chicago, September 2019
                                    • Authentic environmentalism
                                      • Figure 32: Share of laundry product launches, by top 10 claim categories, 2016-19
                                      • Figure 33: Multi-outlet sales of Seventh Generation and Method, by segment, rolling 52 weeks 2018 and 2019
                                      • Figure 34: Seventh Generation Free & Clear Laundry Detergent
                                      • Figure 35: Method laundry products
                                    • Formulations, packaging can build green identity
                                      • Figure 36: Select attitudes toward laundry products, July 2019
                                      • Figure 37: Earth Friendly Products Ecos Lemongrass Scented 4in1 Plant-Powered Concentrated Laundry Detergent with Built-In Fabric Softener
                                  • The Consumer – What You Need to Know

                                    • Women carry the load in laundry responsibility
                                      • Liquid is the go-to format for laundry detergent
                                        • Tout attributes beyond stain removal and scent
                                          • Scent is an essential laundry care attribute
                                            • Brand and price drive shopping habits
                                              • Preventive steps to preserve clothing is part of the laundry routine
                                                • Concentrated products can hit the trifecta: natural, eco-friendly, effective
                                                • Laundry Responsibility

                                                  • Gender gap remains when it comes to laundry responsibility
                                                    • Figure 38: Laundry responsibility, by gender and age, July 2019
                                                  • Moms take over laundry duties
                                                    • Figure 39: Laundry responsibility, by parental status and gender, July 2019
                                                  • Multicultural households unlikely to share laundry chores
                                                    • Figure 40: Laundry responsibility, by race and Hispanic origin, July 2019
                                                • Laundry Product Usage

                                                  • Liquid detergent still preferred by majority of laundry doers
                                                    • Figure 41: Laundry product usage, July 2019
                                                  • Younger laundry doers seek budget and eco-friendly products
                                                    • Figure 42: Select laundry product usage, by age, July 2019
                                                  • Parents have strong engagement across product lines
                                                    • Figure 43: Laundry product usage, by parental status, July 2019
                                                • Laundry Detergent Important Attributes

                                                  • Stain fighting remains top priority
                                                    • Figure 44: Laundry detergent important attributes, July 2019
                                                  • Expand brand reach by incorporating function and safety
                                                    • Figure 45: TURF Analysis – Laundry detergent important attributes, July 2019
                                                  • Methodology
                                                    • Scent is important to parents, but ingredients matter
                                                      • Figure 46: Select laundry detergent important attributes, by parental status and age of children in household, July 2019
                                                  • Laundry Care Important Attributes

                                                    • Sensorial benefits stand out for scent boosters
                                                      • Detergent boosters/sanitizers must disinfect and remove stains
                                                        • Figure 47: Laundry care important attributes, July 2019
                                                      • Scent is important in laundry care products
                                                        • Scent boosters: long lasting scent adds value
                                                          • Figure 48: TURF Analysis – Laundry care important attributes – Scent boosters, July 2019
                                                        • Fabric softeners: wrinkle release and scent are a priority
                                                          • Figure 49: TURF Analysis – Laundry care important attributes – Fabric softeners, July 2019
                                                        • Detergent boosters/sanitizers: shoppers want function and scent
                                                          • Figure 50: TURF Analysis – Laundry care product’s important attributes – Detergent boosters/sanitizers, July 2019
                                                        • Methodology
                                                          • Women focus on scent, men want odor removal
                                                            • Figure 51: Scent booster and fabric softener important attributes – Scent/fragrance, odor removal, by gender, July 2019
                                                        • Shopping for Laundry Products

                                                          • Routine drives laundry purchases
                                                            • Figure 52: Shopping for laundry products, July 2019
                                                          • Older adults more brand loyal, younger adults budget conscious
                                                            • Figure 53: Select shopping behaviors for laundry products, by age, July 2019
                                                          • Parents are more engaged shoppers
                                                            • Figure 54: Select shopping behaviors for laundry products, by parental status, July 2019
                                                        • Laundry Routines

                                                          • Pre-laundry tasks fairly common
                                                            • Figure 55: Laundry routines, July 2019
                                                          • Younger adults have less established laundry routines
                                                            • Figure 56: Select laundry routines, by age, July 2019
                                                        • Attitudes toward Laundry Products

                                                          • The case for concentrated products is strong
                                                            • Figure 57: Attitudes toward laundry products, July 2019
                                                          • Older adults receptive to concentrated products
                                                            • Figure 58: Select attitudes toward laundry products, by age, July 2019
                                                        • Appendix – Data Sources and Abbreviations

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

                                                                          • Figure 59: Total US sales and forecast of home laundry products, at inflation-adjusted prices, 2014-24
                                                                          • Figure 60: Total US retail sales of home laundry products, by segment, at current prices, 2014-24
                                                                      • Appendix – Key Players

                                                                          • Figure 61: Multi-outlet sales of laundry detergent, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 62: Multi-outlet sales of liquid fabric softener, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 63: Multi-outlet sales of fabric softener sheets, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 64: Multi-outlet sales of laundry care products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 65: Multi-outlet sales of bleach, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                      Home Laundry Products - US - September 2019

                                                                      £3,435.47 (Excl.Tax)