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UK Fabric Care and Other Washing Ancilliaries market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Fabric Care and Other Washing Ancillaries market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Richard Hopping, a leading analyst in the Household and Brand sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Shorter-term attributes such as scent, freshness and softness tend to drive purchase of fabric conditioners, with longer-term attributes such as maintenance of colour or shape seemingly of secondary concern. Re-engaging consumers with caring for treasured clothing rather than relying on quick, cheap replacement could be key in adding value across the whole fabric care category. Richard Hopping
Household and Brand Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Products covered in this Report

This Report examines the retail market for the following fabric care products:

  • 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 (eg Lenor Tumble Dryer Sheets, which were formerly Bounce).
  • Stain removers that take away stains and include both prewash and in-wash products in powder, liquid, gel, tablet and spray format (eg Vanish).
  • Whiteners and colour care products used with laundry detergents for helping to maintain the brightness of colours and whiteness of whites without bleaching.
  • Ironing aids that include products for ironing such as fragranced ironing waters and starch liquids or sprays.

For information on laundry detergents and special wash detergents such as those for handwashing and delicate fabrics, please see Mintel’s Laundry Detergents – UK, September 2017 Report.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Fabric care market flatlines
              • Figure 1: Best- and worst-case forecast of UK value sales of fabric care and other washing ancillary products*, 2012-22
            • Companies and brands
              • Comfort coming under pressure
                • Figure 2: Brand shares in fabric conditioners and tumble dryer enhancers, year ending August 2017
              • Vanish affected by trend away from stain removers
                • Figure 3: Brand shares in wash treatments*, year ending August 2017
              • Comfort hit by ironing decline
                • Figure 4: Brand shares in ironing enhancers*, year ending August 2017
              • 2016 sees total product launches slow
                • Figure 5: New product launches in the fabric care and other washing ancillaries* category, % by sub-category, January 2014-September 2017
              • Adspend investment growing to keep pace
                • Figure 6: Total above-the-line, online display and direct mail advertising expenditure on fabric care and other washing ancillary products*, January 2014-September 2017
              • The consumer
                • Women far more responsible for purchasing
                  • Figure 7: Responsibility for buying fabric care products, by gender, August 2017
                • Cost and clothes-buying habits likely to limit use of fabric care products
                  • Figure 8: Fabric care product usage, by gender, August 2017
                • Oil-based stains considered toughest to remove
                  • Figure 9: Most difficult stains to remove from fabrics, August 2017
                • Wool considered tricky, more guidance may be needed on synthetics
                  • Figure 10: Associations of fabric types – Correspondence analysis, August 2017
                • Scent is key to purchase at expense of longer-term attributes
                  • Figure 11: Factors considered most important when buying fabric conditioners, August 2017
                • Fragrance and treated fabrics are NPD areas worth exploring
                  • Figure 12: Attitudes towards fabric care products, August 2017
                • What we think
                • Issues and Insights

                  • Getting people to care about their clothes
                    • The facts
                      • The implications
                        • Preparing older men for the future
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Fabric care market flatlines
                                • Fabric conditioners keeping category stable
                                  • Shopping habits impact upon value sales
                                    • Population and households increasing
                                      • Attitudes towards clothing mean longer-term care is less of a priority
                                      • Market Size and Forecast

                                        • Fabric care market flatlines
                                          • Figure 13: UK retail value sales for fabric care and other washing ancillary products*, at current and constant prices, 2012-22
                                        • A return to slow growth expected
                                          • Figure 14: Best- and worst-case forecast of UK value sales of fabric care and other washing ancillary products*, 2012-22
                                        • Forecast methodology
                                        • Market Segmentation

                                          • Fabric conditioners keeping category stable
                                            • Figure 15: Breakdown of UK retail value sales of fabric care and other washing ancillary products*, by segment, 2015-17
                                          • Fragrance offers opportunity for growth
                                            • Figure 16: UK retail value sales of fabric conditioners, by type, 2015-17
                                          • Stain removers decline
                                            • The impact of Vanish Platinum
                                              • Figure 17: UK retail value sales of wash treatment products, by type, 2015-17
                                          • Channels to Market

                                            • Discounters and online still on the rise
                                              • Tesco revitalised as discount supermarkets reach mass penetration
                                                • Figure 18: UK retail value sales of fabric care and other washing ancillary products*, by outlet type, 2015-17
                                            • Market Drivers

                                              • Number of households set to grow
                                                • Figure 19: UK households, by size, 2012-22
                                              • Ageing population presents opportunity
                                                • Figure 20: Trends in the age structure of the UK population, by gender, 2012-22
                                              • Slowdown in birth rate
                                                • Figure 21: Number of live births in England and Wales, 2001-16
                                              • People starting to feel the financial heat again
                                                • Figure 22: Trends in current financial situation compared to a year ago, July 2011-August 2017
                                              • Opportunity to capitalise on the athleisure boom
                                                • Attitudes towards clothing may mean maintenance is not as important
                                                  • Pressure from stronger laundry detergents
                                                  • Companies and Brands – What You Need to Know

                                                    • Comfort coming under pressure
                                                      • Vanish affected by stain remover shift
                                                        • Launch activity slows
                                                          • Fabric care following gastronomic trends
                                                            • Adspend grows
                                                            • Market Share

                                                              • Different fortunes for leaders in the market
                                                                • Fairy’s sensitivity stimulates sales
                                                                  • Ecover’s ethicality prompts purchase
                                                                    • Figure 23: Brand shares in fabric conditioners and tumble dryer enhancers, years ending August 2016 and 2017
                                                                  • Vanish affected by trend away from stain removers
                                                                    • Figure 24: Reckitt Benckiser’s Vanish Platinum range, 2017
                                                                    • Figure 25: Brand shares in wash treatments*, years ending August 2016 and 2017
                                                                  • Ironing enhancer brands continue to decline
                                                                    • Figure 26: Brand shares in ironing enhancers*, years ending August 2016 and 2017
                                                                • Launch Activity and Innovation

                                                                  • 2016 sees total product launches slow
                                                                    • Figure 27: New product launches in the fabric care and other washing ancillaries* category, % by sub-category, January 2014-September 2017
                                                                  • New product declines significantly
                                                                    • Figure 28: New product launches in the fabric care and other washing ancillaries* category, by launch type, January 2014-September 2017
                                                                    • Figure 29: Examples of new product launches in the fabric care category, 2016
                                                                  • Range extensions and new packaging make up high proportion of NPD
                                                                    • Figure 30: Examples of new packaging launches in the fabric care category, 2016-17
                                                                  • Big two remain largest companies
                                                                    • Figure 31: Examples of Procter & Gamble launches under the Lenor brand, 2016-17
                                                                    • Figure 32: New product launches in the fabric care and other washing ancillaries* category, by top ultimate companies in 2016, January 2014-September 2017
                                                                  • Own-label launches tapping into category trends
                                                                    • Figure 33: New product launches in the fabric care and other washing ancillaries* category, own-label vs branded, January 2014-September 2017
                                                                    • Figure 34: Examples of own-label in-wash booster launches, 2016-17
                                                                  • Fabric care following gastronomic trends
                                                                    • Figure 35: Examples of vegan launches in fabric care, 2016-17
                                                                  • Odour-neutralising claims fall
                                                                    • Figure 36: Leading claims in the fabric care and other washing ancillaries* category, by top claims for 2016, 2015 and 2016
                                                                  • Floral fragrances continue to dominate
                                                                    • Universal fragrances show signs of growth in 2017
                                                                      • Figure 37: Leading fragrances in the fabric care and other washing ancillaries category*, based on top fragrance component groups for 2016, January 2014-September 2017
                                                                  • Advertising and Marketing Activity

                                                                    • Adspend investment growing to keep pace
                                                                      • Figure 38: Total above-the-line, online display and direct mail advertising expenditure on fabric care and other washing ancillary products*, January 2014-September 2017
                                                                    • Stain removers and fabric conditioners get a boost
                                                                      • Figure 39: Total above-the-line, online display and direct mail advertising expenditure on fabric care products*, by sub-category, January 2014-September 2017
                                                                    • RB increases spend on Vanish
                                                                      • Figure 40: Vanish tip video: How to remove a greasy stain, February 2017
                                                                    • P&G and Unilever both boost adspend
                                                                      • Figure 41: Lenor Inspired by Nature, 2017
                                                                      • Figure 42: Comfort Intense Perfume Pearls, March 2017
                                                                      • Figure 43: Total above-the-line, online display and direct mail advertising expenditure on fabric care products*, by advertiser, January 2015-September 2017
                                                                    • Focusing on the premium consumer
                                                                      • Figure 44: Total above-the-line, online display and direct mail advertising expenditure on fabric care products*, by media type, January 2014-September 2017
                                                                    • Nielsen Ad Intel coverage
                                                                    • The Consumer – What You Need to Know

                                                                      • Brands could benefit by encouraging older men to get involved
                                                                        • More functional products put washing ancillaries under pressure
                                                                          • Oil-based stains are considered most difficult
                                                                            • Wool has a tricky reputation
                                                                              • Long-term fabric conditioner benefits are of secondary concern
                                                                                • Fragrance still an NPD area worth exploring
                                                                                • Fabric Care Buying Responsibility

                                                                                  • Women far more responsible for purchasing
                                                                                    • Figure 45: Responsibility for buying fabric care products, by gender, August 2017
                                                                                  • A need to engage older men as well as younger
                                                                                    • Figure 46: Responsibility for buying fabric care products, by gender and age, August 2017
                                                                                • Fabric Care Product Usage

                                                                                  • Cost likely to limit range of fabric care products used
                                                                                    • Figure 47: Fabric care product usage, by gender, August 2017
                                                                                  • Less due care and attention on clothing influences usage
                                                                                    • Added pressure from more powerful detergents
                                                                                      • Parents more likely to use fabric care products
                                                                                        • Figure 48: Fabric care product usage, by parental status, August 2017
                                                                                      • Household size also an issue
                                                                                        • Figure 49: Usage of washing machine cleaner and antibacterial in-wash laundry cleanser in the last 6 months, by household size, August 2017
                                                                                    • Most Difficult Stains to Remove from Fabrics

                                                                                      • Oil-based stains considered toughest to remove
                                                                                        • Figure 50: Most difficult stains to remove from fabrics, August 2017
                                                                                      • Shifting technology habits impact upon difficult stains
                                                                                        • Figure 51: Most difficult stains to remove from fabrics (any rank), by generation, August 2017
                                                                                      • Parents more likely to struggle with grass/mud
                                                                                        • Figure 52: Most difficult stains to remove from fabrics (any rank), by parental status, August 2017
                                                                                      • Targeting people and lifestyles
                                                                                      • Associations of Fabric Types

                                                                                        • Gap in the market for wool products
                                                                                          • Figure 53: Associations of fabric types – Correspondence analysis, August 2017
                                                                                          • Figure 54: Stain remover launches suitable for wool, 2015-16
                                                                                        • Cotton likely to be a go-to fabric
                                                                                          • Consumers may need more guidance on different types of synthetics
                                                                                            • Figure 55: Perceptions of fabric types, August 2017
                                                                                        • Important Purchase Factors of Fabric Conditioners

                                                                                          • Scent is key to purchase
                                                                                            • Figure 56: Factors considered most important when buying fabric conditioners, August 2017
                                                                                          • Giving shoppers easier access to fragrance trial
                                                                                            • Long-term benefits are of secondary focus
                                                                                              • Sensitive formulations may become more appealing
                                                                                                • Ironing takes more of a backseat in wake of reducing formality
                                                                                                • Attitudes towards Fabric Care

                                                                                                  • Fragrance still an NPD area worth exploring
                                                                                                    • Figure 57: Attitudes towards fabric care products, August 2017
                                                                                                  • Efficacy of separate products may remove cost barrier
                                                                                                    • Scope to increase athleisure focus
                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                        • Abbreviations
                                                                                                          • Consumer research methodology
                                                                                                          • Appendix – Market Size and Forecast

                                                                                                              • Figure 58: Best- and worst-case forecast of UK value sales of fabric conditioners and tumble dryer enhancers, 2012-22
                                                                                                              • Figure 59: UK retail value sales of fabric conditioners and tumble dryer enhancers, at current and constant prices, 2012-22
                                                                                                              • Figure 60: Best- and worst-case forecast of UK value sales of wash treatments, 2012-22
                                                                                                              • Figure 61: UK retail value sales of wash treatments, at current and constant prices, 2012-22
                                                                                                              • Figure 62: Best- and worst-case forecast of UK value sales of ironing enhancers, 2012-22
                                                                                                              • Figure 63: UK retail value sales of ironing enhancers, at current and constant prices, 2012-22
                                                                                                            • Forecast methodology