2021
9
UK Laundry Detergents, Fabric Conditioners and Fabric Care Market Report 2021
2021-12-09T03:05:36+00:00
OX1049251
2195
146149
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Report
en_GB
“The laundry and fabric care market will maintain momentum as life returns to normalcy. But some habits established throughout the pandemic will remain in place – such as the drive…

UK Laundry Detergents, Fabric Conditioners and Fabric Care Market Report 2021

£ 2,195 (Excl.Tax)

Description

The UK Laundry Detergents, Fabric Conditioners And Fabric Care report identifies consumer attitudes towards laundry tasks, the fabric wash and care market, and trends in the fabric care market in the UK. This market report covers the market size, fabric care market forecast, market segmentation and industry trends for the Laundry Detergents, Fabric Conditioners And Fabric Care market in the UK.

Click here to view our German market research on Laundry Detergents, Fabric Conditioners & Fabric Care 2022 (DE version).

 

Current Market Landscape

Unlike other homecare categories, the pandemic influenced more sluggish growth in laundry and fabric care. While people were still washing clothes, recurring lockdowns and reduced socialising occasions restricted the use of specialist premium products and additives such as stain removers and scent boosters.

  • 22% of laundry product shoppers trying out a new brand for the first time in the last 12 months.
  • 31% of those who bought products online started trying a new brand in the last year.

Consumers have been experimental with their laundry and fabric care buying choices. As we transition to nearer normalcy, eased restrictions and a more celebratory festive period will provide a boost towards the end of 2021.

Future Market Trends in Laundry Detergents, Fabric Conditioners and Fabric Care 

The growth of online shopping of laundry and fabric care products poses a threat to in-store shopping in physical stores, and to traditional liquid, gel and powder formats that are less ecommerce-friendly. Retailers and brands can collaborate to provide a more experiential shopping event to increase footfall – for example, setting up refill stations for products or product demonstration kiosks that focus on key aspects of the product, such as scent or sustainability

As the impact of the pandemic diminishes, environmental concerns will come to the forefront. Consumers will reach out for brands that are highly engaged in climate and sustainability initiatives. Brands have an opportunity to work towards an eco-friendlier version of themselves using product innovations, process improvements and marketing campaigns around environmental issues.

Read on to discover more details or take a look at all of our UK Household, House and Home market research.

Quickly understand

  • The impact of COVID-19 on the laundry and fabric care market
  • Launch activity and innovation opportunities for laundry detergents and fabric care for 2022 and beyond
  • Responsibilities and frequency of laundry tasks
  • Usage of product formats within the laundry and fabric care category
  • Purchase drivers of laundry detergents
  • Point of purchase of laundry and fabric care products – online versus in-store
  • Usage behaviour around laundry and fabric care products, especially during the pandemic-led lockdowns
  • Attitudes towards the sustainability credentials and ingredients contained in laundry and fabric care products.

Covered in this report

Brands: Persil, Ariel, Fairy, Surf, Bold, Daz, Ecover, Comfort, Lenor, Vanish, Dettol, Dylon, Dr Beckmann, Dri Pak, Co-Op, Spar, Brilhante, Skip, Botanical Origin, Surcare, Method, Ace, Napisan, Daylesford, Nimble, Wilko, Asda, Almat, Tesco, Procter & Gamble, Unilever, SC Johnson & Son, Sainsbury’s, Reckitt Benckiser, Marks & Spencer, Morrisons, Aldi, Wal-Mart, Bio-D, Seventh Generation, Woolite, Samsung, Dyson.

Expert analysis from a specialist in the field

This report, written by Arpita Sharma, a leading analyst in the Household sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The laundry and fabric care market will maintain momentum as life returns to normalcy. But some habits established throughout the pandemic will remain in place – such as the drive towards online purchases. The climate will play an influential role in product innovations, while a spotlight on holistic wellbeing will create potential for innovations such as aromatherapeutic formulations and those enriched with skin-friendly ingredients.

Arpita Sharma
Global Household Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on laundry detergents, fabric conditioners and fabric care category
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on laundry detergents, fabric conditioners and fabric care products, 2021
    • The market
    • Laundry and fabric care market will experience limited growth
      • Figure 2: Market size and COVID-19 scenario forecast for laundry detergents, fabric conditioners and fabric care market, 2016-26
    • Companies and brands
    • Environment friendly claims will help brands boost sales of laundry detergents
      • Figure 3: Brand shares in laundry detergents, 2021
    • Offer innovations to enhance feel-good factor through usage of fabric care products
      • Figure 4: Brand shares in fabric conditioners and tumble dryer enhancers, 2021
    • Wash treatments see growth owing to own-label
      • Figure 5: Brand shares in wash treatments*, 2021
    • The consumer
    • Participate in the movement towards gender parity
      • Figure 6: Responsibility of performing laundry tasks, and buying laundry detergents, and fabric care products, by gender, 2021
    • Powder format can support sustainability initiatives
      • Figure 7: Usage of laundry detergents in the last 12 months, 2019-2021
    • Delicates and handwashing to make a comeback post pandemic
      • Figure 8: Usage of fabric care products in the last 12 months, 2019- 2021
    • Value-added products can counter price expectations
      • Figure 9: Purchase drivers for laundry detergents, 2021
    • Tap the online trade opportunity to build green credentials
      • Figure 10: Purchase channel for laundry products, 2021
    • Invest in innovation to build consumer loyalty
      • Figure 11: Laundry behaviours in the last 12 months, 2021
    • Explore room for growth of refills in fabric care
      • Figure 12: Attitudes towards laundry and laundry products, 2021
  3. Issues and Insights

    • Prepare for equal opportunities within online and in-store retail space
    • Place sustainability at the heart of innovations
  4. Market Size and Performance

    • Laundry and fabric care market is returning to normality
      • Figure 13: Short-, medium- and long-term impact of COVID-19 on laundry detergents, fabric conditioners and fabric care products, 2021
    • Laundry and fabric care market uplifts as COVID-19 restrictions wind-up
      • Figure 14: Market size for laundry detergents, fabric conditioners and fabric care products, 2016-21 (prepared on 19 October 2021)
  5. Market Forecast

    • Laundry and fabric care market will experience limited growth
      • Figure 15: Market forecast for laundry detergents, fabric conditioners and fabric care, 2021-26
    • Sustainable innovations will give brands leverage
    • Market drivers and assumptions
      • Figure 16: Key drivers affecting Mintel’s market forecast, 2015-26
    • Forecast methodology
  6. COVID-19 Scenario Performance

    • Mintel’s approach to predicting the impact of COVID-19
    • Fundamental differences in how COVID-19 is affecting consumer markets
    • Rapid recovery will provide a boost to laundry and fabric care
      • Figure 17: COVID-19 scenario forecasts, 2016-2026
    • Expect laundry and fabric care market to gain in central and rapid recovery
    • Extended COVID disruption will be detrimental for the category
    • COVID-19 market disruption: risks and outcomes
      • Figure 18: Summary of Mintel’s scenario expectations and the impact on the laundry detergents, fabric conditioners and fabric care market, 2021
  7. Market Segmentation

    • Laundry detergents
    • Biological detergents increase share in 2020
      • Figure 19: UK retail value sales of laundry detergents, by formulation, 2019-21 (est)
    • Balance biological and non-biological formulations through separate storyboards
    • Hand and delicate wash impacted by home working
    • Liquid tablets/capsules benefit from convenience
      • Figure 20: UK retail values sales of laundry detergents, by format, 2019-21 (est)
    • Powder and concentrated liquids and gels can align with sustainability
    • Fabric care
    • Growth in fabric conditioners and wash treatments
      • Figure 21: UK retail value sales of fabric care products*,2019-21 (est)
    • Ironing enhancers suffer from wrinkle-free garments
      • Figure 22: UK retail value sales of fabric conditioners, 2019-21 (est)
    • Stain removers and laundry cleansers promote wash treatment sales
      • Figure 23: UK retail value sales of wash treatment products, 2019-21 (est)
  8. Channels to Market

    • Grocery multiples dominate the sales channel
      • Figure 24: UK retail value sales of laundry detergents, by outlet type, 2019-21 (est)
    • Convenience stores dropped value sales and lost market share
      • Figure 25: Co-op extended partnership with parkrun, 2021
    • Support the increased inclination towards online shopping
      • Figure 26: UK retail value sales of fabric care products*, by outlet type, 2019-21 (est)
  9. Market Drivers

    • Consumer confidence continues to strengthen
      • Figure 27: Trends in consumer sentiment for the coming year, 2009-21
    • Energy consumption will become a bigger issue
      • Figure 28: Samsung’s new eco-friendly, water efficient, smart-technology-enabled 9800T series of washers and dryers, 2021
    • Support consumers to reduce water consumption
      • Figure 29: Rinse Repeat – a compact home wastewater recycling system that halves water use in front-loading washing machines, 2021
    • Right to repair law paves way for longer-lasting washers and dryers
    • Innovate dilutable refill formats to create excitement
      • Figure 30: Dilutable refill product launches in laundry detergents and fabric care category in other countries, 2021
    • Ensure environmental claims meet standards
      • Figure 31: Ocean washing system filters microplastics from washing clothes, eliminates use of soaps and uses the same water, 2021
  10. Market Share

    • P&G’s Fairy taps into recyclable packaging initiatives
      • Figure 32: Brand shares in laundry detergents, 2020 and 2021
    • Unilever’s Persil targets families in new launches
    • Lockdowns lead to growth of fabric conditioner brands
      • Figure 33: Brand shares in fabric conditioners and tumble dryer enhancers, 2020 and 2021
    • Lenor successfully launches Lenor Outdoorable
    • Comfort focuses on garment protection
    • Wash treatments see growth owing to own-label
      • Figure 34: Brand shares in wash treatments*, 2020 and 2021
    • Vanish, Dettol and Ariel focus on antibacterial properties
      • Figure 35: Examples of antibacterial launches, 2020-21
    • Lenor’s Crease Releaser eliminates the need to iron garments
      • Figure 36: Lenor Gold Orchid Crease Releaser – new variety launch, February 2021
    • Ironing aids suffer due to home-based working and learning
      • Figure 37: Brand shares in ironing enhancers, 2020 and 2021
  11. Launch Activity and Innovation – Laundry Detergents

    • Fabric care maintains NPD momentum during the pandemic
      • Figure 38: Share of household care NPD, by category, 2017-2021
    • Brands maintained focus on laundry detergents in 2020
      • Figure 39: Share of laundry NPD, by sub-category, 2017-2021
    • New packaging leads NPD in laundry detergents
      • Figure 40: New product launches in the laundry detergent category, by launch type, 2017-2021
    • NPD in liquid format supports consumer usage patterns
      • Figure 41: New launches in the automatic laundry detergent category, by format, 2017-2021
    • Environmentally friendly claims lead innovations
      • Figure 42: Top claims in the laundry detergent category (based on leading claims for 2020), 2019-2021
    • Botanical/herbal claims tap into health concerns
      • Figure 43: Laundry detergent launches with botanical/herbal claims, 2020-2021
    • Ariel launches product focussed around carbon footprint
      • Figure 44: Ariel All-In-1 Laundry Detergent Pods are efficient in cold water and have reduced CO2 footprint, 2021
    • Increased activity by own-label
      • Figure 45: New product launches in the laundry detergent category, by own-label vs branded products, 2017-2021
      • Figure 46: Own-label product launches in gel format, 2020-2021
    • Brands slow down on NPD to manage stocks
      • Figure 47: New product launches in the UK laundry detergent category, by ultimate company (based on top companies in 2020), 2017-2021
    • Major players target launches with new packaging
      • Figure 48: Product relaunches by major brands in laundry detergent category, 2020-2021
  12. Launch Activity and Innovation – Fabric Care

    • Fabric care brands focus on relaunches to maintain momentum
      • Figure 49: New product launches in the fabric care category, by launch type, 2017-2021
    • Stain removers and fabric brighteners increase share of NPD
      • Figure 50: New product launches in the fabric care category, by product type, 2017-2021
    • Vanish Oxi Advance launches stain removal gel
      • Figure 51: Product launches within Vanish’s Oxi Advance range, 2020-2021
    • Eco-friendly attributes continue to dominate NPD
      • Figure 52: New product launches with ethical – environmentally friendly product and vegan claims, 2020-2021
    • Skin-friendly fabric care products have room to grow
      • Figure 53: Examples of dermatologically tested products, 2020-2021
      • Figure 54: Leading claims in the UK fabric care market (based on leading claims for 2020), 2017-2021
    • Own-label increased share of launches
      • Figure 55: New product launches in the fabric care category, by own-label vs branded products, 2017- 2021
      • Figure 56: Examples of own-label wash treatment product launches, 2020-2021
    • P&G leads launch activity in fabric care in 2020
      • Figure 57: New product launches in the UK fabric care* category, by ultimate company (based on top companies for 2020), 2017-2021
    • Comfort puts emphasis on clothing protection claims
      • Figure 58: Unilever rebranded Intense range to Comfort Ultimate care range, 2021
    • Lenor finds space to stand out through scent
      • Figure 59: Lenor’s product launches primarily focussed around fragrances, 2021
    • Bosch introduces odour removal device to extend wash intervals
      • Figure 60: Bosch FreshUp portable odour removal device, 2021
  13. Advertising and Marketing Activity

    • Procter & Gamble continues to lead investment in advertising
      • Figure 61: Total above-the line, online display and direct mail advertising expenditure on laundry and fabric care, by leading advertisers, 2020
    • Vanish, Ariel and Comfort enjoy half of total adspend
      • Figure 62: Total above-the-line, online display and direct mail advertising expenditure on laundry and fabric care, by leading brands, 2020
    • Ariel leads the adspend on laundry detergent
      • Figure 63: Total above-the-line, online display and direct mail advertising expenditure on laundry detergents, by leading brands, 2020
    • Ariel launches wash cold challenge
      • Figure 64: Ariel’s wash cold challenge, 2021
    • Persil targets involvement of children in protecting the planet
      • Figure 65: Persil UK’s ‘dirt is good’ campaign calls children to help create a better planet, 2021
    • Unilever promotes plant-based Persil detergent with stain removal claims
      • Figure 66: Persil UK’s campaign highlights stain removal property while being eco-friendly – Tough on Stains, Kinder to our Planet, 2020
    • Dettol’s “We Protect What We Love” features real-life stories of determination
      • Figure 67: Dettol’s new campaign featuring Catlin Leigh, British judo star, 2021
    • Vanish leads adspend in fabric care
      • Figure 68: Total above-the-line, online display and direct mail advertising expenditure on fabric care products, by leading brands, 2020
    • Vanish invested in environmental messaging with rewear campaign
      • Figure 69: Vanish rewear docuseries, May 2021
      • Figure 70: Vanish Oxi Advance adverts focus on elongating life of garment, 2021
    • Comfort Intense is relaunched as Comfort Ultimate Care
      • Figure 71: Comfort Ultimate Care was the principal partner for the COP26 climate conference, 2021
      • Figure 72: Comfort’s Long Live Clothes campaign, 2020
    • Method supports young innovators
      • Figure 73: The Renaissance Awards supported by Method
    • Indesit campaign promotes balance in the home
      • Figure 74: Indesit’s share the load campaign, 2021
    • Nielsen Ad Intel coverage
  14. Brand Research

    • Brand map
      • Figure 75: Attitudes towards and usage of selected brands, 2021
    • Key brand metrics
      • Figure 76: Key metrics for selected brands, 2021
    • Surf is perceived to offer good value for money
      • Figure 77: Attitudes, by brand, 2021
    • Dettol is considered ethical but boring
      • Figure 78: Brand personality – macro image, 2021
    • Ariel, Persil and Dettol rank high on performance, efficiency and efficacy
      • Figure 79: Brand personality – micro image, 2021
    • Brand analysis
    • Consumer’s strong trust in Dettol will help the brand grow further
    • Comfort can explore the potential of being a wellbeing brand
    • Innovations around naturalness can boost Lenor’s dwindling sales
    • Fabulosa could expand its reach to cater to a wider market
    • Persil could build on family-friendly and eco-friendly image
    • Ariel’s innovations around sustainability can create an exclusive image
    • Surf’s perception as a good-value brand could resonate with larger households
    • Focus on attaining higher brand trust will help Ecover increase sales further
  15. Laundry Tasks and Responsibilities

    • Majority use and buy laundry products
      • Figure 80: Responsibility for performing laundry tasks, and buying laundry detergents and fabric care products, by gender, 2021
    • Traditional gender roles are waning among young consumers
      • Figure 81: Any responsibility for doing the laundry at home, by gender, 2021
    • Use ad campaigns to help effect change
      • Figure 82: The Laundress’ ”Real Men Do Laundry” campaign, 2021
      • Figure 83: Byzoethelabel’s share the load campaign, 2021
  16. Laundry Frequency

    • More frequent laundry will give much needed boost to the category
      • Figure 84: Frequency of doing laundry at home during a week, 2021
    • Children are drivers of laundry frequency
      • Figure 85: Frequency of doing laundry, by any children, 2021
  17. Usage of Laundry and Fabric Care Products

    • Revive powder format with a sustainability story
      • Figure 86: Usage of laundry detergents in the last 12 months, 2019-2021
    • Delicate and handwashing to make a comeback
      • Figure 87: Usage of fabric care products in the last 12 months, 2019-2021
    • Antibacterial laundry cleansers get a boost
    • Fragrance and desire to feel good inspire scent purchases
  18. Purchase Drivers of Laundry Detergents

    • Offer value adds to counter price expectations
      • Figure 88: Purchase drivers for laundry detergents, 2021
    • Target young consumers with eco-friendly attributes
    • Play with scents to enhance wellbeing
    • Garment protection claims will resonate with price-sensitive consumers
  19. Purchase Channels for Laundry and Fabric Care Products

    • Cater to the growing online channel
      • Figure 89: Purchase channel for laundry products, 2021
    • Tap into the opportunity to build green credentials
    • In-store remains the predominant channel
      • Figure 90: Bosch’s PerfectDry dishwasher’s 3D installation gave users an immersive experience, 2017
  20. Behaviours around Laundry and Fabric Care Products

    • Online shopping is set to change product format
      • Figure 91: Laundry behaviours in the last 12 months, 2021
    • Invest in innovation to build consumer loyalty
    • Direct-to-consumer channels have potential to grow
  21. Attitudes towards Laundry and Fabric Care Products

    • Explore the room for growth of refills in fabric care
      • Figure 92: Attitudes towards laundry and laundry products, 2021
    • Emphasise fragrances through innovative campaigns
    • Find ways to make ingredient information accessible
  22. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  23. Appendix: Central Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 93: Value of the laundry detergents, fabric conditioners and fabric care market (prepared November 2021), 2016-26
      • Figure 94: UK central forecast value sales of laundry and fabric care products market (prepared November 2021), 2016-26
    • Market drivers and assumptions
      • Figure 95: Key drivers affecting Mintel’s market forecast, 2021-26
    • Forecast methodology
  24. Appendix: COVID Scenario Performance Methodology and Assumptions

    • Scenario performance
      • Figure 96: COVID-19 scenario forecasts for the UK laundry and fabric care market, 2016-26
    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
    • Scenario methodology

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