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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Home Laundry Products market, its consumers and the major players who make up the 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?

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?

Key points included

  • Laundry shoppers are driven by brand and price
  • Substantial growth remains elusive for laundry products market
  • Laundry detergent sales static compared to dynamic laundry care segment

Covered in this report

For the purposes of this report, Mintel includes the following as part of home laundry products:

  • Clothes-washing detergents (also includes fine-washable detergents)
  • Liquid fabric softeners
  • Fabric softener sheets (also includes dryer bars)
  • Laundry care products (solid-form in-wash scent boosters, laundry starch, static control/fabric protectors)
  • Bleach (SHC [sodium hypochlorite] and color-safe)

Expert analysis from a specialist in the field

Written by Rebecca Cullen, a leading analyst in the Household Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

In 2019, home laundry products are estimated to increase. While the market enjoys strong penetration – as nearly all consumers purchase laundry products – industry players are challenged to generate meaningful sales growth due to shoppers’ habitual approach to the category. Mintel projects continued modest growth of laundry products from 2019-24Rebecca Cullen
Household Care Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Repertoire of product usage, July 2019
        • The issues
          • Substantial growth remains elusive for laundry products market
            • Figure 2: Total US sales and fan chart forecast of home laundry products, at current prices, 2014-24
          • Laundry shoppers are driven by brand and price
            • Figure 3: Shopping for laundry products, July 2019
          • Laundry detergent sales static compared to dynamic laundry care segment
            • Figure 4: Total US retail sales of home laundry products, by segment, at current prices, 2017 and 2019
          • The opportunities
            • Move beyond stain removal and scent to add value
              • Figure 5: TURF Analysis – Laundry detergent important attributes, July 2019
            • Pods continue to offer growth opportunity in detergent
              • Figure 6: Multi-outlet sales of laundry detergent products, by format, rolling 52 weeks 2018 and 2019
            • Demand for safer products sets stage for natural and clean ingredients
              • Figure 7: Attitudes toward ingredients and natural products, by age, July 2019
            • What it means
            • The Market – What You Need to Know

              • Steady market with “more of the same” forecasted
                • Laundry care segment exhibits growth
                  • Home laundry products support innovation in washers/dryers
                    • Families important to market
                      • Gender gap still exists in laundry responsibility
                      • Market Size and Forecast

                        • Routine, budget-minded approach to category limits growth
                          • Figure 8: Total US sales and fan chart forecast of home laundry products, at current prices, 2014-24
                          • Figure 9: Total US retail sales and forecast of home laundry products, at current prices, 2014-24
                      • Market Breakdown

                        • Smaller segments outperform laundry detergent
                          • Figure 10: Share of US retail sales of home laundry products, by segment, at current prices, 2019
                          • Figure 11: Total US retail sales of home laundry products, by segment, at current prices, 2017 and 2019
                        • Other retailers dominate home laundry products
                          • Figure 12: Total US retail sales of home laundry products, by channel, at current prices, 2017 and 2019
                      • Market Perspective

                        • Home laundry products must support desired attributes in appliances
                        • Market Factors

                          • Families represent shrinking share of US households
                            • Figure 13: Households by presence of related children, 2008-18
                          • The gender gap still evident in laundry responsibility
                            • Figure 14: Laundry responsibility, by gender, July 2019
                          • Cost-conscious mentality challenges premium spending
                            • Figure 15: Consumer Sentiment Index, January 2007-Aug 2019
                        • Key Players – What You Need to Know

                          • P&G maintains market lead
                            • Success in pod format
                              • Bleach yields to competitive pressures
                                • Enhancing green identity
                                • Company and Brand Sales of Laundry Products

                                  • P&G accounts for majority of market sales
                                    • Figure 16: Gain tropical sunrise in-wash scent booster
                                  • Henkel struggles while Church & Dwight yields solid growth
                                    • Figure 17: Arm & Hammer 3-in-1 concentrated laundry detergent power paks
                                  • Sales of home laundry products by company
                                    • Figure 18: MULO sales of home laundry products, by leading companies, rolling 52 weeks 2018 and 2019
                                • What’s Working?

                                  • Format: liquid dominates, but pods fuel growth
                                    • Figure 19: Laundry product usage, by format, July 2019
                                    • Figure 20: Tide+ Ultra Concentrated Detergent with Ultra Oxi
                                    • Figure 21: MULO sales of laundry detergent products, by format, rolling 52 weeks 2018 and 2019
                                    • Figure 22: Share of laundry product launches, by format, 2016-19
                                    • Figure 23: Multi-outlet sales of Tide laundry detergent products, by format, rolling 52 weeks 2018 and 2019
                                    • Figure 24: Tide+ Pods Ultra Oxi
                                    • Figure 25: Tide Simply Clean & Fresh Pods
                                  • Scent boosters drive sales of laundry care
                                    • Figure 26: Multi-outlet sales of laundry care products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                    • Figure 27: Multi-outlet sales of select laundry care products, by brand, rolling 52 weeks 2018 and 2019
                                    • Figure 28: Downy Sport Odor Defense
                                • What’s Struggling?

                                  • Bleach sales dwindle in face of competition
                                    • Figure 29: Multi-outlet sales of bleach, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                    • Figure 30: Lysol Crisp Linen Scented Laundry Sanitizer
                                • What’s Next?

                                  • Powder detergents due for a comeback
                                    • Brands outsource services
                                      • Figure 31: Tide cleaners, Chicago, September 2019
                                    • Authentic environmentalism
                                      • Figure 32: Share of laundry product launches, by top 10 claim categories, 2016-19
                                      • Figure 33: Multi-outlet sales of Seventh Generation and Method, by segment, rolling 52 weeks 2018 and 2019
                                      • Figure 34: Seventh Generation Free & Clear Laundry Detergent
                                      • Figure 35: Method laundry products
                                    • Formulations, packaging can build green identity
                                      • Figure 36: Select attitudes toward laundry products, July 2019
                                      • Figure 37: Earth Friendly Products Ecos Lemongrass Scented 4in1 Plant-Powered Concentrated Laundry Detergent with Built-In Fabric Softener
                                  • The Consumer – What You Need to Know

                                    • Women carry the load in laundry responsibility
                                      • Liquid is the go-to format for laundry detergent
                                        • Tout attributes beyond stain removal and scent
                                          • Scent is an essential laundry care attribute
                                            • Brand and price drive shopping habits
                                              • Preventive steps to preserve clothing is part of the laundry routine
                                                • Concentrated products can hit the trifecta: natural, eco-friendly, effective
                                                • Laundry Responsibility

                                                  • Gender gap remains when it comes to laundry responsibility
                                                    • Figure 38: Laundry responsibility, by gender and age, July 2019
                                                  • Moms take over laundry duties
                                                    • Figure 39: Laundry responsibility, by parental status and gender, July 2019
                                                  • Multicultural households unlikely to share laundry chores
                                                    • Figure 40: Laundry responsibility, by race and Hispanic origin, July 2019
                                                • Laundry Product Usage

                                                  • Liquid detergent still preferred by majority of laundry doers
                                                    • Figure 41: Laundry product usage, July 2019
                                                  • Younger laundry doers seek budget and eco-friendly products
                                                    • Figure 42: Select laundry product usage, by age, July 2019
                                                  • Parents have strong engagement across product lines
                                                    • Figure 43: Laundry product usage, by parental status, July 2019
                                                • Laundry Detergent Important Attributes

                                                  • Stain fighting remains top priority
                                                    • Figure 44: Laundry detergent important attributes, July 2019
                                                  • Expand brand reach by incorporating function and safety
                                                    • Figure 45: TURF Analysis – Laundry detergent important attributes, July 2019
                                                  • Methodology
                                                    • Scent is important to parents, but ingredients matter
                                                      • Figure 46: Select laundry detergent important attributes, by parental status and age of children in household, July 2019
                                                  • Laundry Care Important Attributes

                                                    • Sensorial benefits stand out for scent boosters
                                                      • Detergent boosters/sanitizers must disinfect and remove stains
                                                        • Figure 47: Laundry care important attributes, July 2019
                                                      • Scent is important in laundry care products
                                                        • Scent boosters: long lasting scent adds value
                                                          • Figure 48: TURF Analysis – Laundry care important attributes – Scent boosters, July 2019
                                                        • Fabric softeners: wrinkle release and scent are a priority
                                                          • Figure 49: TURF Analysis – Laundry care important attributes – Fabric softeners, July 2019
                                                        • Detergent boosters/sanitizers: shoppers want function and scent
                                                          • Figure 50: TURF Analysis – Laundry care product’s important attributes – Detergent boosters/sanitizers, July 2019
                                                        • Methodology
                                                          • Women focus on scent, men want odor removal
                                                            • Figure 51: Scent booster and fabric softener important attributes – Scent/fragrance, odor removal, by gender, July 2019
                                                        • Shopping for Laundry Products

                                                          • Routine drives laundry purchases
                                                            • Figure 52: Shopping for laundry products, July 2019
                                                          • Older adults more brand loyal, younger adults budget conscious
                                                            • Figure 53: Select shopping behaviors for laundry products, by age, July 2019
                                                          • Parents are more engaged shoppers
                                                            • Figure 54: Select shopping behaviors for laundry products, by parental status, July 2019
                                                        • Laundry Routines

                                                          • Pre-laundry tasks fairly common
                                                            • Figure 55: Laundry routines, July 2019
                                                          • Younger adults have less established laundry routines
                                                            • Figure 56: Select laundry routines, by age, July 2019
                                                        • Attitudes toward Laundry Products

                                                          • The case for concentrated products is strong
                                                            • Figure 57: Attitudes toward laundry products, July 2019
                                                          • Older adults receptive to concentrated products
                                                            • Figure 58: Select attitudes toward laundry products, by age, July 2019
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Terms
                                                                      • Appendix – The Market

                                                                          • Figure 59: Total US sales and forecast of home laundry products, at inflation-adjusted prices, 2014-24
                                                                          • Figure 60: Total US retail sales of home laundry products, by segment, at current prices, 2014-24
                                                                      • Appendix – Key Players

                                                                          • Figure 61: Multi-outlet sales of laundry detergent, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 62: Multi-outlet sales of liquid fabric softener, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 63: Multi-outlet sales of fabric softener sheets, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 64: Multi-outlet sales of laundry care products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 65: Multi-outlet sales of bleach, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                      About the report

                                                                      This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                      • The Consumer

                                                                        What They Want. Why They Want It.

                                                                      • The Competitors

                                                                        Who’s Winning. How To Stay Ahead.

                                                                      • The Market

                                                                        Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                      • The Innovations

                                                                        New Ideas. New Products. New Potential.

                                                                      • The Opportunities

                                                                        Where The White Space Is. How To Make It Yours.

                                                                      • The Trends

                                                                        What’s Shaping Demand – Today And Tomorrow.

                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                      Description