Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Laundry Detergents, Fabric Conditioners and Fabric Care market, its consumers and the major players who make up that market.
Mintel has the answers you’re looking for
- What are the key challenges facing the industry?
- Who is the consumer and what do they want?
- Where are the opportunities, where are the risks and what lies ahead?
Point of sale market data
In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money onMarket Size
How big is the market today and what is our 5 year forecast? Includes both best & worst case scenariosMarket Segmentation
What are the different segments within the market and how are those individual segments performing?
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
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?
Products covered in this report
This report examines the retail market for the following laundry
detergent, fabric conditioner and fabric care products:
- 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’
- Special wash detergents, which includes detergents for hand
washing 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 designed for use in tumble dryers.
- Stain removers that take away stains and include both prewash
and in-wash products in powder, liquid, gel, tablet and
- 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 include products for ironing such as
fragranced ironing waters and starch liquids or sprays.
Clothes-washing detergents sold in launderettes are excluded
from the market size of this report.
What you need to know
The laundry detergents, fabric conditioners and fabric care market
is forecast to decline for the third year running in 2018, with value
sales predicted to fall another 0.4% to £1.555 billion, down from
£1.561 billion in 2017. Deep discounting among the supermarkets
remains the key culprit, but newer innovations in detergents also
look to be cannibalising sales of fabric care products.
The sector remains price-driven, which is a core challenge for
brands looking to gain interest. However, potential remains for a
growing focus on products promoted as being better for health, or
those that have a more ethical proposition.
Expert analysis from a specialist in the field
Written by Hera Crossan, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
In its bid to reverse rapidly falling value, laundry detergent brands have upped their focus on innovation that aims to reduce consumers’ repertoire of laundry care products. However, in doing so, the fabric conditioners and fabric care markets are now under threat. Increased focus on skin health and the environment presents opportunities for the sector, with brands such as Fairy and Ariel leading the way.Hera Crossan