Laundry Detergents and Fabric Conditioners - UK - August 2013
“Although sales growth has returned, the laundry market still faces many challenges such as the relatively low level of brand loyalty and the consumer reliance on periods of price promotions to stock-up on products. Utilising refillable packs and product subscription offers presents an opportunity to secure loyalty by offering consumers value for money.”
– Charlotte Libby – Household and Personal Care Analyst
Some questions answered in this report include:
- Which laundry detergent product claims are the most important to consumers?
- How can brand loyalty be increased in the laundry market?
- What can fabric conditioners do to increase market share?
- How will an ageing population affect the laundry market?
The laundry detergents and fabric conditioners market performed well in 2012. As the UK avoids a triple dip recession, consumers have become more willing to trade up to more expensive laundry products which offer a greater range of benefits; such as stain removal and low-temperature washing.
Laundry detergents enjoy near universal penetration, however fabric conditioners are not seen as essential for all consumers. Introducing more tailored fabric conditioner products, such as those designed for bed sheets or expensive clothing items could encourage more consumer use. Further growth for the market lies in creating products with more sophisticated claims, such as age or gender specific products.
Products covered in this report:
Main wash laundry detergents offered to the consumer in a range of product formats, including: powders, liquids, gels, tablets and capsules/liquid tablets. This includes standard and concentrated, biological, non-biological, two-in-one and ‘colour’ products.
Special wash detergents, which includes detergents for hand washing and delicate fabrics.
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 Bounce).
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.