UK Laundry Detergents, Fabric Conditioners and Fabric Care Market Report 2024
2024-10-11T23:01:55+01:00
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In a post-pandemic world where inflationary pressures have impacted affordability, consumers increasingly want products to deliver more during use.With laundry routines becoming less regular, and budgets tighter, interest in integrated…
In a post-pandemic world where inflationary pressures have impacted affordability, consumers increasingly want products to deliver more during use.
With laundry routines becoming less regular, and budgets tighter, interest in integrated solutions from products is growing.
This report looks at the following areas:
The short-, medium- and long-term impact of inflation and changes in consumer habits and buying intentions following on from the recent cost-of-living crisis
The impact of product innovation and the effect this is having on the development of laundry detergent and fabric care markets
Responses of key players within the market to evolving and broadening demands of consumers towards the frequency and use of laundry detergents, fabric conditioners and fabric care products
Consumer interest in benefits offered by laundry detergents and fabric care products as well as the attributes that influence the purchase of these products
Renewed confidence from brands is resonating well with evolving consumer demands to bring about both innovation and value growth.
Luke Santos, Household Care and Brand Analyst
Market Definitions
This Report examines the retail market for the following laundry detergent, fabric conditioner and fabric care products, namely:
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 handwashing 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
stain removers that take away stains and include both pre-wash and in-wash products in powder, liquid, gel, tablet and spray format
whiteners and colour care products used with laundry detergents for helping to maintain the brightness of colours and the whiteness of whites without bleaching
ironing aids that include products for ironing, such as fragranced ironing waters and starch liquids or sprays
Excluded
Clothes-washing detergents sold in launderettes are excluded from the market size of this Report.
Executive Summary
Opportunities for the laundry and fabric care market
Explore environmental and ethical messages to offer a competitive advantage
Refills/refillable formats are far from mainstream
Marketing laundry products to men
Keep male fabric care buyers in mind
The cost-of-living crisis has lingering effects
Market dynamics and outlook
Market predictions for laundry and fabric care
Market size and forecast
The laundry market forecast for continued growth
Innovation and added value are growing the profile of fabric care products
Longstanding consumer trust in established brands
Fairy emerges as the main competitor to Persil among laundry detergent brands
Success for Fairy in fabric conditioner sales contrasts with the difficulties faced by Comfort
Vanish maintains its dominance within the wash treatment market
What consumers want and why
Consumers need more from brands as laundry habits evolve
Graph 1: laundry frequency, 2024 vs 2022
Tighter finances lead to laundry reductions
Consumers want better outcomes for their garments
Graph 2: fabric care repertoires by those doing laundry every day vs once a week, 2024
Convenience dominates interest in innovations
Graph 3: usage and potential usage of laundry and fabric care products with select benefits, 2024
Scent is an important purchase influencer for both detergent and fabric care
Graph 4: top three purchase influencers for laundry detergents and fabric care products, 2024
Innovation and marketing
P&G and Unilever lead for laundry care innovation
Graph 5: fabric care launches by ultimate company* (top five), 2023-24
Investment by the 'big two' to support their brand portfolios illustrates the importance of promotion
Graph 6: total above-the-line, online display and direct mail ad expenditure on laundry and fabric care, 2020-24
Market Dynamics
Market size
Inflationary pressures boost market value to a new high
Graph 7: market size for laundry, fabric conditioners and fabric care products, 2020-24
Innovation is helping to expand retail sales
Market forecast
Innovation and interest in fabric care will act as key market drivers
Market segmentation
Laundry detergents dominate the market
Fabric care sales are benefitting from value added developments
The dominance of main wash detergents continues…
…as sales of specialist wash detergents continue to decline
Rinse conditioners strengthen share within the fabric care market
Inflationary pressure and NPD combine to boost rinse conditioner market
Market share
Fairy narrows the gap with market leader Persil in the detergent market
Falling share for Persil places increased pressure on Unilever
P&G and Unilever both benefit from brand growth
Fairy's retail sales performance outstrips its rivals
Vanish continues to fend off competition from wash treatment rivals
With over half of retail sales, Vanish is continuing to fend off competition
Distribution channels
Grocery multiples strengthen lead as economy recovers
Grocery multiples dominate purchasing
Market drivers
Household consumption hit by inflationary pressures…
Graph 9: index of financial confidence in the next year, 2020-24
Consumers remain confident about the future
Affordability and high quality are consistently the most important brand qualities
Eco-friendly laundry choices
Hanging greenwashing out to dry
What Consumers Want and Why
Laundry tasks and responsibilities
Younger adults are most likely to have laundry responsibilities
Graph 10: responsibility for doing the laundry, by age, 2023-24
Women are key when purchasing and undertaking laundry tasks
Middle-aged men are also engaged with fabric care
Laundry frequency
Growing trend towards undertaking laundry tasks once a week
Graph 11: laundry frequency, 2022-24
Parental demands offer opportunities to combine value and additional features
Households with younger children do laundry most frequently
Better engagement with less affluent and older adults could stimulate purchase
Graph 12: laundry frequency (less than once a week), by generation and household income, 2024
Be inclusive of older laundry consumers
Use of laundry and fabric care products
Concentrated and powder formulations dominate the market
Graph 13: types of laundry detergents used in the past 12 months, 2023-24
Most households use a limited repertoire of laundry products
Graph 14: laundry detergent repertoires, 2024
Convenient formats prove popular with women
Traditional powder and powder tablets are popular with a number of groups
Scent boosters shine as interest in other fabric care products stagnates
Graph 15: types of fabric care products used in the past 12 months, 2023-24
Level of laundry activity drives interest in fabric care products
Graph 16: fabric care repertoires by those doing laundry every day vs once a week, 2024
Specialist products are seeing increased interest
Scent booster popularity with wealthier consumers hints at added-value opportunities
Experience, and interest, towards laundry innovations
Convenience dominates interest in innovations
Graph 17: use, or interest in trying, laundry and fabric care products, 2024
Women show a strong appetite for trying new products
Graph 18: consumers who have not used, but would be interested in trying select laundry and fabric care products, by gender, 2024
Wealthy households are well placed as early adopters
Changes in approach towards undertaking laundry
Those who do laundry every day find it hardest to reduce the frequency
Changes associated with the cost-of-living squeeze continue
Graph 19: changes in approach towards undertaking laundry in the past 12 months, 2024
Tighter finances lead to downtrading in product use
Young families offer a testing ground for new formats
Packaging offers communication opportunity with young men
Graph 20: consumers who have paid more attention to the packaging of laundry products in the last 12 months, by gender and age, 2024
Purchase influencers
Laundry consumers place high importance on scent
Graph 21: attributes influencing the purchase of laundry detergents and fabric care products, 2024
Women show their scent appeal
Graph 22: importance of scent as a purchase influencer, by gender, 2024
Men seek out stain effectiveness
Offering sustainable packaging aligns well with those under 35
Graph 23: importance of sustainable packaging as a purchase driver, by age, 2024
Innovation And Marketing Trends
Launch activity and innovation
Fabric care is the second most important category for innovation…
Graph 24: share of new household care product launches, by category, 2021-24
…with automatic detergents and conditioners/softeners dominating activity
Graph 25: share of new fabric care product launches, by sub-category, 2021-24
Laundry detergent innovations seeking to offer more to consumers
Capsules are an ever-present challenge to liquid detergent formats
Graph 26: share of new laundry detergent launches, by format type, 2021-24
Environmental claims take the lead in laundry care
Graph 27: leading claims on new fabric care product launches, 2023-24
Packaging and recycling claims are broadening
Refillable products are growing their profile
Fabric care NPD is focused on packaging and new varieties/extensions
Graph 28: share of new fabric care product launches, by launch type, 2021-24
Cater to parents' needs for baby-specific fabric care
Tallow + Ash brings a beauty influence to laundry care
P&G and Unilever lead for laundry care innovation
Graph 29: fabric care launches by ultimate company* (top five), 2023-24
Retailers show increased interest towards product launches
Graph 30: share of new fabric care product launches, by branded vs own-label, 2021-24
Own label is upping activity across the fabric conditioner sector
Retailers are keen to explore new opportunities
Brands are shifting back to traditional fragrances with floral and fresh & clean currently the most popular
Graph 31: share of new fabric care launches, by fragrance component group, 2022 and 2024
Aromatherapy benefits gain interest
Graph 32: share of new fabric care launches with aromatherapy claims, 2020-24
Different scent combinations are an ever-present feature of NPD
Advertising and marketing activity
Innovation and product development fuel advertising investment
Graph 33: total above-the-line, online display and direct mail ad expenditure on laundry and fabric care, 2020-24
Fabric conditioners benefit from stronger growth in adspend
Graph 34: total above-the line, online display and direct mail advertising expenditure on laundry and fabric care, by product group, 2020-24
P&G and Unilever dominate investment
Graph 35: total above-the line, online display and direct mail advertising expenditure on laundry and fabric care, by leading advertisers, 2023-24
'Fast just got better' with Persil Wonder Wash
Unilever promotes two brands through a single ad
Ariel highlights Febreze link to stress odour defence properties
P&G stresses the 'Whoosh of freshness' of Lenor Unstoppable Scent Boosters
Television is the preferred channel for advertisers
Graph 36: recorded above-the-line, online display and direct mail total advertising expenditure on laundry and fabric care, by media type, 2023-24
Appendix
Market forecast data and methodology
Market forecast and prediction intervals, laundry and fabric care (value)
Market forecast and prediction intervals, laundry detergents (value)
Market forecast and prediction intervals, fabric care (value)
Forecast methodology
Report scope and definitions
Market definition
Data sources
Abbreviations and terms
Methodology
Consumer research methodology
Nielsen Ad Intel coverage
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