2022
9
UK Laundry Detergents, Fabric Conditioners and Fabric Care Market Report 2022
2022-10-18T04:03:13+01:00
OX1100533
2195
156574
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Report
en_GB
"The present cost of living crisis is encouraging consumers to embrace value-driven laundry practices and shopping choices regardless of their financial situation. While this makes it critical for brands to…

UK Laundry Detergents, Fabric Conditioners and Fabric Care Market Report 2022

£ 2,195 (Excl.Tax)

Description

“The present cost of living crisis is encouraging consumers to embrace value-driven laundry practices and shopping choices regardless of their financial situation. While this makes it critical for brands to communicate the unique value offered by their offerings to promote brand loyalty, the overlap between emerging money-focused and earth-friendly laundry behaviours gives brands the opportunity to align value propositions more closely to green claims and initiatives.”

– Emilia Tognacchini, Senior Household Care and Brand Analyst, September 2022

This Report will look at the following areas:

  • Performance of the market following the easing of COVID-19 restrictions and expected impact on sales of the rising cost of living
  • New launch activity and product concepts of interest, as well as attitudes towards selected brands
  • Who is doing the laundry and the frequency that laundry is undertaken in the home
  • Which products are being used in the laundry and fabric care category
  • The biggest frustrations that consumers experience when doing the laundry at home
  • New laundry behaviours adopted in reaction to the rising cost of living
  • Consumer attitudes towards laundry and fabric care products

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for laundry and fabric care products
      • Figure 1: Category outlook, 2022-27
    • The market
    • Higher energy costs and cost of living influence laundry behaviours…
    • …but brands have opportunities for growth
      • Figure 2: Market forecast for laundry detergents, fabric conditioners and fabric care, 2017-27
    • Companies and brands
    • Ariel and Fairy see highest rise in brand share
      • Figure 3: Brand shares in laundry detergents, 2022
    • Lenor increases brand share
      • Figure 4: Brand shares in fabric conditioners and tumble dryer enhancers, 2022
    • Vanish leads the wash treatments market
      • Figure 5: Brand shares in wash treatments*, 2021
    • The consumer
    • Make original packaging features easy to identify
      • Figure 6: Responsibility for performing laundry tasks, and buying laundry detergents and fabric care products, by gender, 2022
    • Overall laundry frequency decreases
      • Figure 7: Frequency of doing the laundry at home, 2021-22
    • Liquid formats appeal to consumers
      • Figure 8: Usage of laundry detergents in the last 12 months, 2022
    • Promote usage of washing-machine cleaners
      • Figure 9: Usage of fabric care products in the last 12 months, 2021-22
    • Address consumers’ frustrations around stains
      • Figure 10: Frustrations experienced when doing the laundry, 2022
    • Align value proposition with sustainability
      • Figure 11: Laundry behaviours adopted to save money when doing the laundry over the last six months, 2022
    • Follow up on green pledges
      • Figure 12: Attitudes towards laundry and fabric care products, 2022
  3. Issues and Insights

    • Transform focus on value into an earth-friendly opportunity of growth
    • Make ancillary fabric care products the new protagonists
  4. Market Size and Performance

    • Return to pre-pandemic lifestyle benefits the laundry and fabric care market
      • Figure 13: Market size for laundry detergents, fabric conditioners and fabric care products, 2017-22
  5. Market Forecast

    • The five-year outlook for laundry and fabric care products
      • Figure 14: Category outlook, 2022-27
    • Higher energy costs and cost of living influence laundry behaviours
      • Figure 15: Market forecast for laundry detergents, fabric conditioners and fabric care, 2017-27
    • Learnings from the last income squeeze
      • Figure 16: UK value sales of laundry detergents, fabric conditioners and fabric care, 2007-17
    • Forecast methodology
  6. Market Segmentation

    • Laundry detergents
    • Biological detergents cater to consumer needs
      • Figure 17: UK retail value sales of laundry detergents, by formulations, 2020-22 (est)
    • 2-in-1 formulas address demand for value
    • Liquids/gels lead value sales
      • Figure 18: UK retail value sales of laundry detergents, by format, 2020-22 (est)
    • Powder detergents generate new appeal
    • Fabric care
    • Growth opportunities for the ironing enhancer segment
      • Figure 19: UK retail value sales of fabric care products*, 2020-22 (est)
    • Fabric conditioners experience lowest growth
      • Figure 20: UK retail value sales of fabric conditioners, 2020-22 (est)
    • Create new engagement with wash treatments
      • Figure 21: UK retail value sales of wash treatment products, 2020-22 (est)
  7. Channels to Market

    • Grocery multiples remain strongest channel
      • Figure 22: UK retail value sales of laundry detergents, by outlet type, 2020-22 (est)
    • Discounters benefits from savvy shopping behaviours
      • Figure 23: UK retail value sales of fabric care products*, by outlet type, 2020-22 (est)
    • Explore in-store events to support new launches
      • Figure 24: In-store advertising initiative from Ariel in Sainsbury’s, London, UK
  8. Market Drivers

    • Inflation is the key concern for consumers and brands
    • Despite government support, energy prices are still a major concern…
    • … and will weigh down the post-COVID-19 recovery
    • Consumer spending power will be curbed
    • The conflict in Ukraine is hurting the UK economy in a number of ways
    • Unemployment is at a near 50- year low
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 25: Household financial wellbeing index, 2016-2022
    • …and most people are feeling the effects of price rises
    • The mini-budget/fiscal event of 23 September will boost higher earners’ take-home pay
    • Room to improve green perceptions
    • The ASA calls out brands for greenwashing
    • Social media to engage with cleaning activities
    • Link laundry care to sleep quality
  9. Market Share

    • Ariel and Fairy see highest rise in brand share
      • Figure 26: Brand shares in laundry detergents, 2021 and 2022
      • Figure 27: Examples of value pack launches from Ariel and Fairy, 2021-22
    • Lenor increases brand share
      • Figure 28: Brand shares in fabric conditioners and tumble dryer enhancers, 2021 and 2022
    • Vanish leads the wash treatments market
      • Figure 29: Brand shares in wash treatments*, 2021 and 2022
    • Dylon launches multi-action wash treatment formula
      • Figure 30: Henkel Dylon 3 in1 Ultimate Action Pads
    • Time for brands to invest in ironing aids
      • Figure 31: Brand shares in ironing enhancers, 2021 and 2022
  10. Launch Activity and Innovation – Laundry Detergents

    • Focus on new laundry detergent launches increases
      • Figure 32: New product launches in the laundry detergent category, by launch type, 2018-22
    • Liquid remains the dominant NPD format
      • Figure 33: New product launches in the laundry detergent category, by format, 2018-22
    • The return of powder detergent
      • Figure 34: Examples of powder detergent relaunches, 2021-22
    • More brands bet on laundry detergent sheets
      • Figure 35: Dr. Beckmann Magic Leaves Colour Detergent Leaves, 2022
    • Recycling packaging claims continue to increase…
      • Figure 36: Top claims in the laundry detergent category (based on leading claims for 2021), 2020-22
    • …but lack of clarity confuses consumers
      • Figure 37: Examples of new product launches with recyclable and environmentally friendly packaging claims, 2021-22
    • Procter & Gamble and Unilever lead innovation
      • Figure 38: New product launches in the UK laundry detergent category, by ultimate company (based on top companies in 2021, 2018-22
    • Procter & Gamble launches new cardboard ECOCLIC® box
      • Figure 39: Procter & Gamble launches new cardboard ECOCLIC® box, 2022
    • Brands lead laundry detergent launch activity
      • Figure 40: New product launches in the laundry detergent category, by own-label vs branded products, 2018-22
  11. Launch Activity and Innovation – Fabric Care

    • New product launches rise in fabric care
      • Figure 41: New product launches in the fabric care category, by launch type, 2018-22
    • Softeners decline, while fabric fresheners increase
      • Figure 42: New product launches in the fabric care category, by sub-category, 2018-22
    • Febreze leads fabric freshener NPD
      • Figure 43: Examples of fabric refresher launches from Febreze, 2021-22
    • Back up growing ethical and environmentally friendly claims
      • Figure 44: Top claims in the fabric care category (based on leading claims for 2021), 2020-22
    • Odour-neutralising claims on the rise
      • Figure 45: Examples of fabric care launches carrying the odour-neutralising claim, 2021-22
    • Three companies lead fabric care NPD
      • Figure 46: New product launches in the UK fabric care category, by ultimate company (based on top companies in 2021, 2018-22
      • Figure 47: Examples of new product launches from Lenor, Comfort and Vanish, 2022
    • Own-labels focus NPD in the fabric conditioner segment
      • Figure 48: New product launches in the fabric care category, by own-label vs branded products, 2018-22
      • Figure 49: Examples of fabric care new product launches from own-label brands, 2021-22
  12. Advertising and Marketing Activity

    • Procter & Gamble leads adspend
      • Figure 50: Total above-the line, online display and direct mail advertising expenditure on laundry and fabric care, by leading advertisers, 2021
    • Ariel accounts for 40% of overall adspend
      • Figure 51: Total above-the-line, online display and direct mail advertising expenditure on laundry detergents, by leading brands, 2021
    • Lenor leads advertising expenditure in fabric care
      • Figure 52: Total above-the-line, online display and direct mail advertising expenditure on fabric care products, by leading brands, 2021
    • Ariel introduces the #washcoldchallenge
    • Vanish and Comfort follow the academic calendar
      • Figure 53: Vanish’s #messnostress and Comfort’s Back to School Ready initiatives, 2022
    • Persil teams up with National Geographic Kids
    • Nielsen Ad Intel coverage
  13. Brand Research

    • Brand map
      • Figure 54: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 55: Key metrics for selected brands, 2022
    • Brand attitudes: Bold, Persil and Ariel seen as trusted and consistently high quality
      • Figure 56: Attitudes, by brand, 2022
    • Brand personality: Ariel, Persil and Bold seen as accessible
      • Figure 57: Brand personality – macro image, 2022
    • Vanish associated with high performance
      • Figure 58: Brand personality – micro image, 2022
    • Brand analysis
    • Vanish is innovative and worth paying more for
    • Fairy Non Bio viewed as a family brand
    • Persil offers quality and good value
    • Ariel provides high quality, efficiency and efficacy
    • Bold is trusted and seen as reliable
    • Woolite seen as authentic
    • Dreft perceived as comforting and caring
    • Attitude is viewed as exclusive
  14. Laundry Tasks and Responsibilities

    • Packaging design drives purchase of laundry products
      • Figure 59: Responsibility for performing laundry tasks, and buying laundry detergents and fabric care products, by gender, 2022
    • Make original packaging features easy to identify
    • Male engagement with laundry task increases
      • Figure 60: Any responsibility for doing the laundry, by gender and age group, 2022
  15. Laundry Frequency

    • Overall laundry frequency decreases
      • Figure 61: Frequency of doing the laundry at home, 2021-22
    • Engage with households with children
      • Figure 62: Frequency of doing the laundry at home in household with children aged 18 and under, 2021-22
  16. Usage of Laundry and Fabric Care Products

    • Liquid formats appeal to consumers
      • Figure 63: Usage of laundry detergents in the last 12 months, 2022
    • Encourage consumers to explore greener formats
      • Figure 64: Aromatel Rinde+ concentrated laundry detergent includes a concentrated formula and packaging for dilution, Mexico, 2022
    • Stress the purpose of fabric care products
      • Figure 65: Usage of fabric care products in the last 12 months, 2021-22
    • Promote usage of washing-machine cleaners
  17. Frustrations Experienced when Doing the Laundry

    • Address consumers’ frustrations around stains
      • Figure 66: Frustrations experienced when doing the laundry, 2022
    • Extend offering with anti-wrinkle formulas
      • Figure 67: Examples of fabric care formulas with anti-wrinkle action, 2021-22
    • Give consumers scenting power
      • Figure 68: Frustrations experienced when doing the laundry, by age group, 2022
  18. Laundry Behaviours Adopted to Save Money

    • Align value proposition with sustainability
      • Figure 69: Laundry behaviours adopted to save money when doing the laundry over the last six months, 2022
    • Blend bigger value packs with refill practices
      • Figure 70: Examples of refill laundry products from M&S own-label brand, 2021-22
    • Explain value beyond price
      • Figure 71: Laundry behaviours adopted to save money when doing the laundry over the last six months, by financial situation, 2022
  19. Attitudes towards Laundry and Fabric Care Products

    • Stress the emotional aspect of laundry routines
      • Figure 72: Attitudes towards laundry and fabric care products, 2022
    • Follow up on green pledges
    • Younger demographics more open to spend on laundry products
      • Figure 73: Attitudes towards laundry and fabric care products, by age group, 2022
    • Link laundry care to lifestyles
      • Figure 74: Example of fabric care product launches targeted at different occasions, 2019-20
  20. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  21. Appendix: Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 75: Value of the laundry detergents, fabric conditioners and fabric care market (prepared in September 2022), 2017-27
      • Figure 76: UK central forecast value sales of laundry and fabric care products market (prepared in September 2022), 2022-27
    • Market drivers and assumptions
    • Forecast methodology

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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.

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Data

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*databooks not available with UK B2B Industry reports.

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