2021
8
Canada Home Laundry Market Report 2021
2021-03-13T03:52:48+00:00
OX1040583
3695
135532
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Report
en_GB
“Laundry remains an ever-present chore in the lives of Canadians who are looking for effective products that simplify their well-established routines. COVID-19 has heightened hygiene awareness, motivating some Canadian families…

Canada Home Laundry Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Laundry remains an ever-present chore in the lives of Canadians who are looking for effective products that simplify their well-established routines. COVID-19 has heightened hygiene awareness, motivating some Canadian families to increase their laundry frequency. This has caused a short-term bump in sales but the market is expected to return to its slow and steady growth pace once the pandemic wanes. Going forward, convenience and green innovations will drive interest in laundry products.”
– Meghan Ross, Senior Home & Beauty Analyst

Key issues covered in this Report:

  • The impact of COVID-19 on consumer laundry behaviour
  • How an economic slowdown will impact laundry routines and consumer spending
  • Market factors impacting the home laundry market in Canada
  • Consumer behaviours and attitudes relating to laundry habits

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Impact of COVID-19 on home laundry products
                    • Figure 1: Short-, medium- and longer-term impact of COVID-19 on home laundry products, October 2020
                  • Opportunities and challenges
                    • Consumers are looking for an enhanced experience
                      • Hygiene concerns can drive interest in fabric sanitizers
                        • Value-seeking shoppers will limit discretionary spend and trade down
                          • Newer appliances will threaten over-pours with bulk dispensers
                            • Eco-friendly formulations and packaging offer more than simply a greener planet
                            • The Market – Key Takeaways

                              • The pandemic has caused a shift in laundry routines
                                • Spending is measured as a result of the economic slowdown
                                  • COVID-19 shifts home buying trends
                                    • Convenience is key in many households
                                    • Market Size and Forecast

                                      • Sales have increased as a result of the pandemic
                                        • Figure 2: Total Canada value sales and fan chart forecast of the home laundry market, at current prices, 2015-25
                                    • Market Factors

                                      • Impact of COVID-19 on the home laundry product market
                                        • Lockdown
                                          • Re-emergence
                                            • Recovery
                                              • The pandemic has caused a shift in laundry routines for a quarter of Canadians
                                                • Figure 3: Impact of COVID-19 on laundry frequency, October 2020
                                              • Contagion concern is driving some increased laundering
                                                • Figure 4: Impact of COVID-19 on laundry frequency, by level of worry about COVID-19 exposure, October 2020
                                              • Spending is measured as a result of the economic slowdown
                                                • Figure 5: Those using products specifically designed for washing machine type, by age, October 2020
                                              • COVID-19 shifts home buying trends
                                                • Figure 6: Laundry appliance ownership rates, by home ownership status, October 2019
                                            • Market Opportunities

                                              • Convenience is key in many households
                                                • Figure 7: Value Trend Driver and Associated Pillars
                                                • Figure 8: Willingness to pay more for added convenience, by age, October 2020
                                                • Figure 9: Convenience statements about laundry, parents vs non-parents, October 2020
                                                • Figure 10: Faultless ReWear Dry Wash Spray (US), June 2020
                                                • Figure 11: Love Home & Planet Vetiver & Tea Tree Scented Re-Wear Dry Wash Spray (US), December 2019
                                                • Figure 12: Interest in laundry refresher spray, by age, October 2020
                                              • Improved appliance technology will increase convenience
                                                • Figure 13: Whirlpool Canada Instagram post, December 2019
                                              • Increased focus on hygiene is an opportunity to provide support
                                              • Companies and Brands – Key Takeaways

                                                • Clean laundry does not have to contribute to a dirty planet
                                                  • Certain demographic groups are paying closer attention to laundry’s impact
                                                    • Canadians are prioritizing wellness
                                                    • Competitive Strategies

                                                      • Clean laundry does not have to contribute to a dirty planet
                                                        • Figure 14: Surroundings Trend Driver and Associated Pillars
                                                        • Figure 15: All with Stainlifters Free Clear Liquid Detergent (US), March 2020
                                                        • Figure 16: The Unscented Company Laundry Detergent Refill (Canada), October 2019
                                                        • Figure 17: Shop Loop Store Instagram post, February 2021
                                                        • Figure 18: Seventh Generation Free & Clear Concentrated Laundry Detergent (US), January 2021
                                                        • Figure 19: Nature Clean Fragrance-Free Laundry Detergent Strips (Canada), June 2020
                                                        • Figure 20: Blueland Collaborative Instagram post, September 2020
                                                      • Certain demographic groups are paying closer attention to laundry’s impact
                                                        • Figure 21: Ecover UK Instagram post, December 2020
                                                        • Figure 22: Laundry environmental attitudes (% agree), by gender, October 2020
                                                        • Figure 23: Laundry environmental attitudes (% agree), parents vs non-parents, October 2020
                                                        • Figure 24: Laundry environmental attitudes (% agree), Asians vs overall, October 2020
                                                      • Canadians are prioritizing wellness
                                                        • Figure 25: New Gain with Essential Oils Detergent | Gain, June 2020
                                                        • Figure 26: Zum Clean Sweet Orange Aromatherapy Laundry Soap (US), February 2021
                                                        • Figure 27: The Laundress Après Laundry Cream (US), August 2020
                                                        • Figure 28: Urban Hydration Instagram post, April 2020
                                                        • Figure 29: Meet the Swash™ Laundry Detergent Precision Pour Cap, October 2020
                                                      • Bleach sales increased as a result of its versatility as a cleaner
                                                        • Figure 30: Clorox Instagram post, April 2020
                                                    • The Consumer – Key Takeaways

                                                      • The vast majority of Canadians are involved in doing laundry chores
                                                        • The majority of Canadian households do laundry at least once per week
                                                          • Liquid detergent is the dominant laundry format
                                                            • Pandemic concerns are driving some fabric sanitizer sales
                                                              • Scent is an important motivator
                                                              • Laundry Responsibilities

                                                                • The vast majority of Canadians are involved in doing laundry chores
                                                                  • Figure 31: Laundry responsibility, by gender, October 2020
                                                                  • Figure 32: Come Clean to Close the Chore Gap, February 2021
                                                                  • Figure 33: Share of responsibility for common household chores, April 2020 and October 2020
                                                                • Shopping responsibilities align with laundry task responsibilities
                                                                  • Figure 34: Laundry shopping responsibility, by gender, October 2020
                                                                • Younger adults and older men are less involved with laundry
                                                                  • Figure 35: No laundry responsibility, by age, October 2020
                                                                  • Figure 36: Cam and Frankie | Downy DEFY Damage, November 2020
                                                                  • Figure 37: Live Frey Instagram post, June 2020
                                                                  • Figure 38: Live Frey Instagram post, June 2020
                                                              • Laundry Frequency

                                                                • The majority of Canadian households do laundry at least once per week
                                                                  • Figure 39: Laundry frequency, October 2020
                                                                • Laundry frequency increases with household income
                                                                  • Figure 40: Laundry frequency, by household income, October 2020
                                                                  • Figure 41: Life Brand Mountain Clean 2X Ultra Concentrate Laundry Detergent (Canada), May 2018
                                                                • Parenthood increases laundry frequency
                                                                  • Figure 42: Laundry frequency, parents vs non-parents, October 2020
                                                                • Larger households are doing laundry more frequently
                                                                  • Figure 43: Daily laundry, by household size, October 2020
                                                                  • Figure 44: HOW I DO LAUNDRY! MY MOTIVATING LAUNDRY ROUTINE | Alexandra Beuter, March 2019
                                                                  • Figure 45: Laundry FREEDOM! My SIMPLE Laundry Routine for our Large Family!!, January 2019
                                                              • Laundry Formats Purchased

                                                                • Liquid detergent is the dominant laundry format
                                                                  • Figure 46: Laundry product usage, October 2020
                                                                  • Figure 47: Earth Friendly Products ECOS Magnolia & Lily Laundry Detergent with Built-in Fabric Softener (US), August 2020
                                                                • Women are buying more products that enhance detergent
                                                                  • Figure 48: Takes You Back | Downy April Fresh, January 2021
                                                                  • Figure 49: Laundry product usage, by gender, October 2020
                                                                • Younger Canadians have a streamlined laundry product repertoire
                                                                  • Figure 50: Laundry product usage, by age, October 2020
                                                                • Parents are focused on increasing convenience and experiential elements of laundry
                                                                  • Figure 51: Laundry product usage (select), parents vs non-parents, October 2020
                                                                • Pandemic concerns are driving some fabric sanitizer sales
                                                                  • Figure 52: Fabric sanitizer purchases, concern about coronavirus vs overall, October 2020
                                                                • : Figure 53: Tide Antibacterial Fabric Spray (US), January 2021
                                                                  • : Figure 53: Tide Antibacterial Fabric Spray (US), January 2021
                                                              • COVID-19’s Impact on Laundry Frequency

                                                                • Lifestyle upheavals have caused changes for specific demographic groups
                                                                  • Figure 54: Those doing more laundry as a result of the pandemic, by age, October 2020
                                                                • Parents are washing more frequently as a result of COVID-19 lifestyle changes
                                                                  • Figure 55: Impact of COVID-19 on laundry frequency, parents vs non-parents, October 2020
                                                                  • Figure 56: Those who wash their clothes immediately because of COVID-19, Asians vs overall, October 2020
                                                              • Laundry Product Purchase Factors

                                                                • Scent is an important motivator
                                                                  • Figure 57: Laundry product purchase factors, October 2020
                                                                  • Figure 58: Freshen Fabrics with Downy Unstopables, February 2020
                                                                  • Figure 59: Snuggle SuperCare Sea Breeze Fabric Conditioner (US), August 2020
                                                                  • Figure 60: Pringles | 2021 Flavor Stacking Space Return Ad :60, January 2021
                                                                • Shoppers are also motivated by safety
                                                                  • Figure 61: Safety-related laundry product purchase factors, by age and gender, October 2020
                                                                • Disinfection may be an assumed benefit of washing
                                                                  • Figure 62: Tide | The Jason Alexander Hoodie | Super Bowl 55 Commercial, January 2021
                                                                • Product composition is a greater focus for female shoppers
                                                                  • Figure 63: Select laundry product purchase factors, by age and gender, October 2020
                                                                • Younger and older shoppers have differing priorities
                                                                  • Figure 64: Laundry product purchase factors (select), by age, October 2020
                                                                • South Asian shoppers expect a wide variety of benefits from their laundry products
                                                                  • Figure 65: Laundry product purchase factors (select), Chinese* and non-Chinese Asians vs overall, October 2020
                                                                  • Figure 66: Mommy Niri Shares Her Love of Our Gain Originals | Gain®, June 2013
                                                                • Gentle, quick-to-use products appeal to busy parents
                                                                  • Figure 67: Laundry product purchase factors (select), parents vs non-parents, October 2020
                                                                  • Figure 68: Ivory Snow Stage 1 Newborn Gentle Care Detergent (Canada), April 2018
                                                                  • Figure 69: Ivory Snow Stage 2 Active Baby Gentle Care Detergent (Canada), September 2015
                                                              • Laundry Behaviours and Routines

                                                                • Laundry routines are established and rely heavily on brand
                                                                  • Figure 70: Laundry routines, October 2020
                                                                • Many Canadians opt not to ‘handle with care’
                                                                  • Figure 71: La Parisienne Dark Fabrics Detergent (Canada), February 2021
                                                                  • Figure 72: Pop Pop | Downy WrinkleGuard, January 2020
                                                                  • Figure 73: The Pangaia Instagram post, November 2020
                                                                  • Figure 74: Unbound Merino Instagram post, December 2019
                                                                • Women are more confident in how to handle specific laundry needs
                                                                  • Figure 75: Laundry routines, by gender, October 2020
                                                                • Routines are more established with older shoppers
                                                                  • Figure 76: Laundry routines, by age, October 2020
                                                                  • Figure 77: Protect Your Clothes with New Downy DEFY Damage, September 2020
                                                                  • Figure 78: The Rewear Edit, February 2021
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Consumer survey data
                                                                    • Mintel Trend Drivers
                                                                      • Abbreviations

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