2021
9
US Home Laundry Products Market Report 2021
2021-08-21T04:09:59+01:00
OX1044531
3695
141767
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Report
en_GB
“Home laundry products enjoy nearly universal penetration, with almost all consumers using at least some products in this diverse category. While this provides a strong foundation, ingredient concerns can impact…

US Home Laundry Products Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the US Home Laundry Products consumer market including the behaviors, preferences, and habits of the consumer.

The pandemic had a varied impact on home laundry routines and product usage. A greater focus on health and hygiene drove usage of products associated with sanitization and germ killing, while desire for mental reprieve boosted appeal of scented products that could deliver an enhanced laundry experience. Consumers are returning to their typical routines; brands need to adjust to consumers’ changing needs and interests and maintain momentum with more convenience, sustainability and personalization.

Read on to discover more about the US Home Laundry Products consumer market, read our US Natural Household Consumer Market Report 2021, or take a look at our other Household And Home research reports.

Quickly understand

Covered in this report

Brands include: P&G, Clorox, Lysol, Tide, Downy, Bounce, Henkel, Church & Dwight, Arm & Hammer, All, Purex, Reckitt Benckiser, Method, Dirty Labs, Blueland, Dropps, Target, Unilever, Ecover, Whole Foods, Love Home and Planet, Verve, Kinn Living, Goovi, Swash, Nellie’s, OxiClean, All, The Laundress, Downy, Everspring, Hello Bello, Seventh Generation.

Expert analysis from a specialist in the field

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

Home laundry products enjoy nearly universal penetration, with almost all consumers using at least some products in this diverse category. While this provides a strong foundation, ingredient concerns can impact product usage and drive some to abandon certain products and segments altogether. Category players will need to continue to innovate in terms of sustainability and safety, while providing value through experiential benefits.
Rebecca Watters, Senior Household Care Analyst
Rebecca Watters
Senior Household Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of home laundry products, at current prices, 2016-26
    • Impact of COVID-19 on home laundry products
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on household care and home laundry, August 2021
    • Opportunities and challenges
    • Mature laundry market hindered by routine, deal-seeking shoppers
      • Figure 3: Laundry detergent product purchases, 2019-21
    • Sustainability will shape the future of laundry care
    • Leverage recognizable and clinically backed ingredients to improve trust
    • Beautify laundry care to increase engagement among younger adults
      • Figure 4: Interest in select new laundry products, by age, 2021
    • Bring emotional benefits and holistic wellness into laundry care
  3. The Market – Key Takeaways

    • Home laundry products maintain growth
    • Detergent sustains growth; laundry care will fuel category
    • Slow fashion, appliance innovation will drive NPD
  4. Market Size and Forecast

    • A quick rise for home laundry products in 2020 levels out in 2021
      • Figure 5: Total US sales and fan chart forecast of home laundry products, at current prices, 2016-26
      • Figure 6: Total US retail sales and forecast of home laundry products, at current prices, 2016-26
  5. Segment Performance

    • Laundry detergent maintains lead; laundry care source of growth
      • Figure 7: Share of home laundry products market, by segment, 2021
      • Figure 8: Total US retail sales and forecast of home laundry products, by segment, at current prices, 2016-26
  6. Market Factors

    • Slow fashion movement: embrace it, don’t fear it
    • eCommerce opportunities
      • Figure 9: Total US retail sales of home laundry products, by channel, at current prices, 2019 and 2021
    • Appliance innovation will form NPD
    • Declining DPI warrants focus on value
      • Figure 10: Disposable personal income change from previous period, 2010-21
  7. Companies and Brands – Key Takeaways

    • P&G maintains lead, only leading player to post growth
    • Bleach sales slide while sanitizers surge
    • Recognizable and science-backed ingredients denote safety
    • Waste reduction takes center stage
    • Emerging laundry beauty segment
  8. Market Share

    • P&G dominates market share, sole player to see growth
    • Sales of home laundry products by company
      • Figure 11: Multi-outlet sales of home laundry products, by leading companies, rolling 52 weeks 2020 and 2021
  9. Competitive Strategies

    • Focus on hygiene lifts laundry care segment
      • Figure 12: Laundry sanitizers
      • Figure 13: Multi-outlet sales of laundry care products, by select leading companies and brands, rolling 52 weeks 2020 and 2021
    • Bleach sees decline, but milder forms could keep it in rotation
      • Figure 14: Alternative bleach format and product launches
    • Simple science: brands focus on simple and science-backed ingredients to convey safety
      • Figure 15: Dirty labs Instagram
    • Brands and retailers embrace DTC model
  10. Market Opportunities

    • Sustainability will shape the future of laundry care
    • Be water conscious
      • Figure 16: Fabric care launches in US, by format type, 2018-20
      • Figure 17: Tide Turn to Cold Instagram post
    • Bring refills to the mainstream
    • Learn from clean movement to elevate trust
    • Brand expansions will bring premiumization into fabric care
    • From beauty and personal care…
      • Figure 18: Love Home and Planet laundry detergent, 2020
    • …to laundry appliances
  11. The Consumer – Key Takeaways

    • Pre-pandemic behaviors and routines return
    • Sustainability, convenience drive shifts in product usage
    • Functionality is cost of entry for detergents; safety claims climb in rank
    • Evolve the scent experience to elevate laundry routines
    • Established shopping routines hard to break, especially among older adults
    • Consumers welcome laundry care innovations
  12. Laundry Responsibility

    • A return to shared laundry responsibilities
      • Figure 19: Laundry responsibility, 2019-21
    • Women, particularly moms, still carry the load
      • Figure 20: Laundry responsibility, by parental status by gender, 2021
    • Multicultural households delineate tasks to one member
      • Figure 21: Laundry responsibility, by race and Hispanic origin, 2021
  13. Laundry Behaviors

    • A new emphasis on “caring” for clothes influences pre-wash steps
      • Figure 22: Laundry behaviors, 2021
    • Focus on eco- and cost-benefits to driven routines among young adults
      • Figure 23: Select laundry behaviors, by gender and age, 2021
    • Parents approach fabrics differently
      • Figure 24: Select laundry behaviors, by parental status, 2021
  14. Laundry Product Purchases

    • Liquid still preferred detergent format, but alternatives gaining traction
      • Figure 25: Laundry detergent product purchases, 2019-21
      • Figure 26: Nellie’s, 2021
    • Safety and sustainability driving fabric care purchase shifts
      • Figure 27: Fabric care purchases, 2019-21
    • Women using wider range of products
      • Figure 28: Repertoire of laundry product usage, by gender and age, 2021
  15. Laundry Detergent Important Attributes

    • Functionally driven shoppers prioritize stain removing power
      • Figure 29: TURF Analysis – Laundry detergent important attributes, 2021
    • Elevated focus on safety and sustainability shifts detergent priorities
      • Figure 30: Laundry detergent important attributes, 2020-21
    • Natural formulations will appeal to younger adults
      • Figure 31: Select laundry detergent important attributes, by generation, 2021
    • Moms look for scent and safety, dads focus on brand and convenience
      • Figure 32: Select laundry detergent important attributes, by parental status (presence of children under 18), by gender, 2021
  16. Fabric Care Important Attributes

    • Focus on the scent experience, self-care to elevate scent boosters, fabric softeners
      • Figure 33: The Laundress x Aromatherapy Association, 2020
      • Figure 34: Fabric care important attributes, 2021
    • Focus on home hygiene drives demand for sanitizing claims
      • Figure 35: TURF Analysis – Fabric care important attributes – Detergent boosters/sanitizers, 2021
    • TURF Methodology
    • Women scent-driven, while men seek function and brand
      • Figure 36: Fabric care important attributes, by gender, 2021
  17. Laundry Product Shopping Attitudes and Behaviors

    • Strong brand loyalty when it comes to laundry products
      • Figure 37: Everspring and tide detergent
      • Figure 38: Laundry product shopping attitudes and behaviors, 2021
    • eCommerce can facilitate bundling
      • Figure 39: Select shopping attitudes and behaviors – Shopping online due to COVID-19, by repertoire of product usage, 2021
    • Brand loyalty comes with age, young men tend to shop around
      • Figure 40: Select laundry product shopping attitudes and behaviors, by age, 2021
      • Figure 41: Hello Bello, 2021
  18. Interest in and Trial of New Laundry Products

    • Laundry care innovations garner strong interest from consumers
    • Consumers seek multifunctional ingredients that align with lifestyle needs
    • Bring convenience into home laundry routines
    • Win through personalization
      • Figure 42: Interest and trial in new laundry products, 2021
    • Men are key target for subscription and DTC players
      • Figure 43: Interest and trial of new laundry products, by gender, 2021
    • Refillables and concentrates reach wide audience
      • Figure 44: Interest and trial of new laundry products, by age, 2021
  19. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • TURF Methodology
    • Abbreviations and terms
    • Abbreviations
    • Terms
  20. Appendix – The Market

      • Figure 45: Total US retail sales and forecast of home laundry products, at inflation-adjusted prices, 2016-26
      • Figure 46: Total US retail sales and forecast of home laundry products , by segment, at current prices, 2016-26
      • Figure 47: Average household spending on home laundry products , 2016-21
      • Figure 48: Total US retail sales of home laundry products , by segment, at current prices, 2019 and 2021
      • Figure 49: Total US retail sales and forecast of laundry detergent, at current prices, 2016-26
      • Figure 50: Total US retail sales and forecast of fabric softener liquid, at current prices, 2016-26
      • Figure 51: Total US retail sales and forecast of fabric softener sheets, at current prices, 2016-26
      • Figure 52: Total US retail sales and forecast of laundry care, at current prices, 2016-26
      • Figure 53: Total US retail sales and forecast of bleach, at current prices, 2016-26
      • Figure 54: Total US retail sales of home laundry products, by channel, at current prices, 2016-21
      • Figure 55: Total US retail sales of home laundry products, by channel, at current prices, 2019-21
  21. Appendix –Companies and Brands

      • Figure 56: Multi-outlet sales of laundry detergent, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 57: Multi-outlet sales of fabric softener liquid, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 58: Multi-outlet sales of fabric softener sheets, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 59: Multi-outlet sales of laundry care products, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 60: Multi-outlet sales of bleach, by leading companies and brands, rolling 52 weeks 2020 and 2021
  22. Appendix – The Consumer

      • Figure 61: Laundry behaviors, by repertoire of product usage, 2021
      • Figure 62: TURF Analysis – Fabric care important attributes – Scent boosters, 2021
      • Figure 63: Table – TURF Analysis – Fabric softener and scent booster important attributes – Scent boosters, 2021
      • Figure 64: TURF Analysis – Fabric care important attributes – Fabric softeners, 2021
      • Figure 65: Table – TURF Analysis – Fabric softener and scent booster important attributes – Fabric softeners, 2021
      • Figure 66: Table – TURF Analysis – Laundry detergent important attributes, 2021
      • Figure 67: Table – TURF Analysis – Fabric softener and scent booster important attributes – Detergent boosters/sanitizers, 2021

About the report

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.

Market

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.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

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.

Data

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*databooks not available with UK B2B Industry reports.

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