Fabric Care in UK to 2013

Fabric Care - UK - July 2013
The market for fabric care products other than laundry detergents and fabric conditioners has suffered a
significant decline in sales since it peaked in 2010, suggesting those with laundry responsibilities have been
cutting back on non-essential purchases to save money and putting their faith in detergents and conditioners to
meet their laundry needs. This makes it even more important for brands in wash treatment products to prove
their worth in boosting wash results.
table Of Content
introduction
definitions
excluded
abbreviations
executive Summary
the Market
figure 1: Best- And Worst-case Forecast Of Uk Sales Of Fabric Care Products*, 2008-18
slump In Sales Continues For Another Year
consumers Cut Spending On Stain Removers
figure 2: Uk Retail Value Sales Of Fabric Care Products, % Share By Sector, 2013
market Factors
a Third Of People Run Four Or More Wash Loads A Week
population Growth But Incomes Still Under Pressure
companies, Brands And Innovation
figure 3: Breakdown Of Wash Treatment Market*, By Manufacturers’ Value Sales, Year To May
2013
majority Of New Launches Seen In Stain Removers
figure 4: Breakdown Of Number Of New Product Launches In The Uk Fabric Care Market, By Sub-category,
2012-13
vanish Dominates Advertising In Sector
the Consumer
low Frequency Of Product Usage
figure 5: Usage Of Fabric Care Products In The Last Six Months Or At Least Once A Week, May 2013
power And Versatility Most Important
figure 6: Factors Influencing Choice Of Stain Removers, May 2013
strong Interest In Removal Of Invisible Stains
figure 7: Interest In Particular Product Benefits And Services For Improving Wash Results, May 2013

main Focus On Emergency Stain Removal
figure 8: Attitudes Towards Removing Stains And Maintaining Colour And Brightness Of Clothing, May
2013
low Interest In Ironing Enhancers
figure 9: Agreement With Statements On Fabric Fresheners And Ironing Aids, May 2013
what We Think
issues In The Market
what Is Needed To Reverse The Decline In Fabric Care Sales?
what Factors Have The Biggest Influence On Choice Of Stain Remover?
how Much Can Stain Removers Go Beyond Removing Visible Stains?
can The Development Of New Products Help Drive Incremental Sales?
how Can Interest In Scent Help Improve The Prospects For Fresheners?
trend Application
trend: Transumers
trend: Guiding Choice
mintel Futures: Generation Next
market Drivers
key Points
ownership Of Washing Machines Virtually Universal
figure 10: Penetration Of Laundry Appliances In Uk Households, May 2013
frequency Of Washing Important For Sales
figure 11: Frequency Of Doing Laundry Tasks At Home, September 2012
manufacturers Put Bigger Focus On Environmental Issues
population Growth Means More Clothes To Wash
figure 12: Trends In The Age Structure Of The Uk Population, 2008-18
figure 13: Uk Households, By Size, 2008-18
pressure On Incomes Puts Emphasis On Saving Money
figure 14: Gdp Quarterly Percentage Change, Q1 2004-q4 2012
figure 15: Trends In How Respondents Would Describe Their Financial Situation, February 2009-april 2013
attitudes Towards Clothes Buying Also Important
who’s Innovating?
key Points
stain Removal Sees Most New Launches
figure 16: Number Of New Product Launches In The Uk Fabric Care Market*, By Sub-category, 2009-13
branded Products Take Larger Share Of Npd Activity In 2012

figure 17: Number Of New Product Launches In The Uk Fabric Care Market*, % Share By
Own-label/branded, 2009-13
p&g And Rb Lead Product Innovation
figure 18: Number Of New Product Launches In The Uk Fabric Care Market*, By Company, 2009-13
ethical Claims Prominent On New Launches
figure 19: Number Of New Product Launches In The Uk Fabric Care Market*, % Share By Claims, 2009-13
bigger Focus On Extensions And Repackaging
figure 20: Number Of New Product Launches In The Uk Fabric Care Market*, % Share By Launch Type,
2009-13
market Size And Forecast
key Points
slump In Sales Of Fabric Care Products
figure 21: Uk Retail Value Sales And Forecast Of Fabric Care Products*, 2008-18
the Future
figure 22: Best- And Worst-case Forecast Of Uk Sales Of Fabric Care Products*, 2008-18
forecast Methodology
segment Performance
key Points
less Usage Of Wash Treatment Products Hits Sales
figure 23: Uk Retail Value Sales Of Fabric Care Products, By Sector, 2008-13
figure 24: Uk Retail Value Sales Of Fabric Care Products, % Share By Sector, 2013
market Share
key Points
vanish Takes Majority Of Wash Treatment Sales
figure 25: Brand Shares In Wash Treatment*, Years Ending May 2012 And 2013
figure 26: Breakdown Of Wash Treatment Market*, By Manufacturers’ Value Sales, Year To May
2013
febreze Dominates Fabric Fresheners
figure 27: Brand Shares In Fabric Fresheners*, Years Ending May 2012 And 2013
own-label Has Bigger Presence In Ironing Enhancers
figure 28: Brand Shares In Ironing Enhancers*, Years Ending May 2012 And 2013
companies And Products
acdoco (dr. Beckmann)
background
product Range And Innovation

figure 29: New Product Launches By Acdoco In The Uk Fabric Care Market, August 2012-june 2013
advertising And Marketing
ecover
background
figure 30: New Product Launches By Ecover In The Uk Fabric Care Market, August 2012-june 2013
procter & Gamble (febreze, Ariel, Ace)
background
figure 31: New Product Launches By P&g In The Uk Fabric Care Market, August 2012-june 2013
reckitt Benckiser (vanish)
background
figure 32: New Product Launches By Reckitt Benckiser In The Uk Fabric Care Market, August 2012-june
2013
spotless Punch (dylon/colour Catcher)
background
products And Innovation
figure 33: New Product Launches By Spotless Group In The Uk Fabric Care Market, August 2012-june 2013
bio-tex
starbrands
challs International
the London Oil Refining Company (astonish)
sc Johnson
unilever
dri-pak
brand Communication And Promotion
key Points
decline In Total Advertising
figure 34: Main Media Advertising Expenditure On Stain Removers/whiteners And Fabric Treatment And
Dyes, 2009-13
reckitt Benckiser Remains The Biggest Advertiser
Dyes, By Leading Advertisers, 2009-13
Dyes, By Advertiser And Brand, 2012
tv Advertising Dominates Spending

Dyes, % Share, By Media Type, 2009-13
channels To Market
key Points
grocery Multiples The Dominant Retail Channel
figure 38: Uk Retail Value Sales Of Fabric Care Products*, By Outlet Type, 2010-12
growth In Discount/value Retailing
product Usage And Frequency
key Points
infrequent Usage Of Stain Removers
figure 39: Frequency Of Usage Of Fabric Care Products In The Last Six Months, May 2013
a Third Of People Make Use Of Whiteners And Colour Care Products
powders The Most Widely Used Product Format
figure 40: Formats Of Stain Removers Used In The Last Six Months And Those Used Most Often, May 2013
wide Variation In Number Of Products Used
figure 41: Number Of Different Types Of Fabric Care Products Used In Last Six Months (excluding Laundry
Detergents And Fabric Conditioners), May 2013
factors Influencing Choice
key Points
biggest Focus On Power And Versatility
figure 42: Factors Influencing Choice Of Stain Removers, May 2013
figure 43: Proportion Of Buyers Considering Factor Important When Purchasing Stain Removers, May 2013
working At Low Temperatures Important
added Benefits Also Have Significant Appeal
combination Products Offer Value For Money
interest In Fabric Care Product Benefits
key Points
strong Interest In Removal Of Sweat And Body Oils
figure 44: Interest In Particular Product Benefits And Services For Improving Wash Results, May 2013
potential For On-the-go Stain Remover Wipes
stain Removal For Non-machine-washable Items
refreshing The Look Of Older Items Of Clothing
advice On Stain Removal Not Seen As A Major Problem

attitudes Towards Fabric Care
key Points
focus On Removing Toughest Stains
figure 45: Attitudes Towards Removing Stains And Maintaining Colour And Brightness Of Clothing, May
2013
figure 46: Agreement With Statements On Using Stain Removers, May 2013
potential To Encourage More To Boost Wash Results
figure 47: Agreement With Statements On Usage Of Fabric Care Products To Boost Wash Results, May 2013
attitudes Towards Regular Usage A Barrier To Market Growth
figure 48: Agreement With Statements On Need For Fabric Care Products, May 2013
scent Improves The Ironing Experience
figure 49: Agreement With Statements On Fabric Fresheners And Ironing Aids, May 2013
need For Fabric Fresheners To Match Scents Of Laundry Products
target Groups
key Points
figure 50: Target Groups For Fabric Care, May 2013
wash Boosters (16%)
usage Patterns, Factors Influencing Choice And Interest In Product Features
demographic Characteristics
emergency Users (20%)
more Is Better (20%)
clothing Replacers (19%)
apathetic (25%)
appendix – Market Drivers
figure 51: Penetration Of Laundry Appliances In Uk Households, By Demographics, May 2013
appendix – Market Size And Forecast
figure 52: Best- And Worst-case Forecast For Uk Retail Sales Of Fabric Care Products*, At Current Prices,
2013-18

appendix – Product Usage And Frequency
figure 53: Frequency Of Usage Of Pre-wash Stain Removers In The Last Six Months, By Demographics,
May 2013
figure 54: Frequency Of Usage Of In-wash Stain Removers In The Last Six Months, By Demographics, May
2013
figure 55: Frequency Of Usage Of Combination Two-in-one Stain Remover And Whitener/colour Care
Product In The Last Six Months, By Demographics, May 2013
figure 56: Frequency Of Usage Of Colour Run Removers In The Last Six Months, By Demographics, May
2013
figure 57: Frequency Of Usage Of Colour Run Preventers In The Last Six Months, By Demographics, May
2013
figure 58: Frequency Of Usage Of Whiteners In The Last Six Months, By Demographics, May 2013
figure 59: Frequency Of Usage Of Fabric Fresheners In The Last Six Months, By Demographics, May 2013
figure 60: Frequency Of Usage Of Ironing Water In The Last Six Months, By Demographics, May 2013
figure 61: Frequency Of Usage Of Starch Liquids Or Sprays In The Last Six Months, By Demographics, May
2013
figure 62: Formats Of Stain Removers Used In The Last Six Months, By Demographics, May 2013
figure 63: Format Of Stain Remover Used Most Often, By Demographics, May 2013
figure 64: Purchasing Of Stain Removers In The Last Six Months, By Demographics, May 2013
figure 65: Number Of Different Types Of Fabric Care Products Used In The Last Six Months, By
Demographics, May 2013
appendix – Factors Influencing Choice
figure 66: Factors Influencing Choice – Removes The Toughest Stains, By Demographics, May 2013
figure 67: Factors Influencing Choice – Scent/fragrance, By Demographics, May 2013
figure 68: Factors Influencing Choice – Product For Whites Only, By Demographics, May 2013
figure 69: Factors Influencing Choice – Product For Colours Only, By Demographics, May 2013
figure 70: Factors Influencing Choice – Suitable For Sensitive Skin, By Demographics, May 2013
figure 71: Factors Influencing Choice – Eliminating Odours, By Demographics, May 2013
figure 72: Factors Influencing Choice – Includes Colour Run Preventers/removers, By Demographics,
May 2013
figure 73: Factors Influencing Choice – Works Well At Low Temperatures, By Demographics, May
2013
figure 74: Factors Influencing Choice – Suitable For Both Colours And Whites, By Demographics,
May 2013
figure 75: Factors Influencing Choice – Stain Removers For Specific Stains, By Demographics, May
2013
figure 76: Factors Influencing Choice – Ingredients That Are Kinder To The Environment, By
figure 77: Factors Influencing Choice – Kills Germs, By Demographics, May 2013

appendix – Interest In Fabric Care Product Benefits
figure 78: Interest In Particular Product Benefits And Services For Improving Wash Results, By
Demographics, May 2013 (continued)
Demographics, May 2013 (continued)
appendix – Attitudes Towards Fabric Care
figure 81: Agreement With The Statements ‘the Power Of Today’s Laundry Detergents Means
Little Need For Stain Removers’ And ‘washing Colours And Whites Separately Avoids The
Need For Separate Colour Care Products’, By Demographics, May 2013
figure 82: Agreement With The Statements ‘washing On A High Temperature Gets Rid Of Most
Tough-to-remove Stains’ And ‘pre-treating Stains On Clothing With A Dab Of Laundry
Detergent Usually Gets Rid Of Them’, By Demographics, May 2013
figure 83: Agreement With The Statements ‘stain Removers Added To Wash Loads Help Boost
Cleaning Performance’ And ‘using Stain Removers Or Whiteners In Every Wash Keeps
Clothing Looking Good For Longer’, By Demographics, May 2013
figure 84: Agreement With The Statements ‘using Stain Removers Or Colour Care Products Gives
Better Washing Results’ And ‘stain Removers Are Handy To Have At Home Just In Case Of
Stain Emergencies’, By Demographics, May 2013
figure 85: Agreement With The Statements ‘stain Removers Are Just For Tough-to-remove Stains
That Detergents Don’t Remove’ And ‘unless You Have A Really Bad Stain It Is Not
Worth Paying For Separate Stain Removers’, By Demographics, May 2013
figure 86: Agreement With The Statements ‘i Would Use A Separate Stain Remover Rather Than
Washing Stained Items Twice’ And ‘replacing Stained Clothes Can Be Easier Than Getting Rid
Of The Stain’, By Demographics, May 2013
figure 87: Agreement With The Statement ‘if Items Of Clothing Lose Their Colour Or Whiteness
It’s Time To Replace Them’, By Demographics, May 2013
figure 88: Agreement With Statements On Fabric Fresheners And Ironing Aids, By Demographics, May 2013
figure 89: Agreement With Statements On Fabric Fresheners And Ironing Aids, By Demographics, May 2013
(continued)
appendix – Target Groups
figure 90: Target Groups, By Demographics, May 2013
figure 91: Attitudes Towards Removing Stains And Maintaining Colour And Brightness Of Clothing, By
Target Groups, May 2013
figure 92: Frequency Of Usage Of Fabric Care Products In The Last Six Months, By Target Groups, May
2013
figure 93: Factors Influencing Choice Of Stain Removers, By Target Groups, May 2013
figure 94: Interest In Particular Product Benefits And Services For Improving Wash Results, By Target

Groups, May 2013
figure 95: Agreement With Statements On Fabric Fresheners And Ironing Aids, By Target Groups, May 2013
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Fabric Care in UK to 2013

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