The Laundry Consumer - UK - December 2013:New Industry Analysis Report @ http://www.researchmoz.us/the-laundry-consumer-uk-december-2013-report.html

1. The Laundry Consumer - UK - December 2013
Both the growth in the number of households and the increase in the total size of the population are important
in terms of their potential to drive increased demand for laundry detergents and appliances. Forecast growth
rates vary depending on age and lifestage, but perhaps more importantly it is their different laundry habits that
need to be understood to maximise the potential for market growth. Existing laundry patterns, what people
look for in terms of wash results and their attitudes towards buying clothing all influence potential demand for
home laundry products.
table Of Content
introduction
definition
hypothesis Of Report
key Issues/themes
abbreviations
executive Summary
market Drivers
more Households = More Laundry
the Consumer
men Beginning To Care And Share, But ‘painting It Pink’ Could Still Be The Way Ahead
figure 1: Laundry Responsibilities, By Gender, October 2013
gender, Socio-economic Status And Lifestage Combine To Influence Household Routines
figure 2: Loads Of Washing Done In A Typical Week, October 2013
differing Washing Frequency Habits Indicate Potential Target Groups
figure 3: Washing Items Of Clothing After Wearing Once, By Type Of Clothing Item, October 2013
low Temperature Wash = Low Interest Levels
figure 4: Wash Temperature Used Most Frequently, By Types Of Item Being Washed, October 2013
cleaning Power Comes First, With Sensory Sensations In Second Place
figure 5: Wash Results Considered Most Important When Doing The Laundry, October 2013
more What-to-avoid Than What-to-look-out-for Behaviour
figure 6: Attitudes Towards Clothes, October 2013
what We Think
issues In The Market
what Are People’s Main Laundry Priorities And How Are These Likely To Shape Future Product
The Laundry Consumer - UK - December 2013

2. Development?
how Are People’s Choices Of Wash Cycle And Temperature Likely To Impact On Products Used For
Doing The Laundry?
what Lessons Can Be Learned From Consumer Attitudes Towards Clothes And Clothes Buying?
what Can Laundry Brands Learn From Clothes Washing Patterns To Increase Product Usage?
how Can Laundry Brands Best Harness The Gender Differential?
trend Application
trend: Nouveau Poor
trend: Many Mes
mintel Futures: Access Anything Anywhere
market Drivers
key Points
penetration Of Washing Appliances Almost Universal
figure 7: Penetration Of Laundry Appliances In Uk Households, May 2013
number Of Households Forecast To Rise By Nearly 6%
figure 8: Uk Households, By Size, 2008-18
household Size Shifting Downwards
more People = More Laundry To Be Done
figure 9: Trends In The Age Structure Of The Uk Population, 2008-18
growth In Child Population Presents Opportunities
more 25-34-year-olds To Target
an Ageing Population – What Does This Mean For The Laundry Consumer?
orientating Products By Lifestage Could Bring Rewards
figure 10: Forecast Adult Population Aged 15+, By Lifestage, 2008-18
laundry Responsibilities
key Points
majority Of People Take On Some Responsibility
figure 11: Laundry Responsibilities In Household, October 2013
age Is A Key Influence On Laundry Behaviours
could Children Be Encouraged To Take More Responsibility?
women Take Dominant Role
figure 12: Laundry Responsibilities, By Gender, October 2013
men Are More Likely Than Women To Share (but Could They Care More?)
figure 13: Men’s Involvement In Doing The Laundry, By Age, October 2013
fewer Young Women Responsible For Doing The Laundry
figure 14: Women’s Involvement In Doing The Laundry, By Age, October 2013
The Laundry Consumer - UK - December 2013

3. frequency Of Doing Laundry
key Points
washing In A Typical Week
figure 15: Loads Of Washing Done In A Typical Week, October 2013
once-a-week Wash More Likely In One-person Households
triggers That Push Up Weekly Wash Rate Vary
women More Likely To Do More Washing
figure 16: Loads Of Washing Done In A Typical Week, October 2013
children In The Household Increases Wash Rate
tumble Dryer – The Least Popular Drying Option
figure 17: Loads Of Tumble Drying Done In A Typical Week, October 2013
gender And Age Impact Tumble Dryer Usage Trends
figure 18: Loads Of Tumble Drying Done In A Typical Week, October 2013
once A Week Is Most Common For Ironing
figure 19: Frequency Of Doing Ironing During A Typical Week, October 2013
similar Ironing Patterns For Men And Women
figure 20: Frequency Of Doing Ironing During A Typical Week, October 2013
washing Routine For Clothing, Bedding And Towels
key Points
washing After Wearing Once Dominates Routine
figure 21: Number Of Wears For Different Items Of Clothing – All, October 2013
tops – A More Flexible Approach
trousers, Skirts And Jumpers – Benefit From An As And When Approach
gender Differences In Evidence With Clothes Washing
figure 22: Washing Different Items Of Clothing After Wearing Once, By Gender, October 2013
towels Washed More Frequently Than Bedding
figure 23: Frequency Of Washing Bedding And Towels – All, October 2013
impact Of Age And Gender On Wash Frequency
wash Settings Used Most Frequently
key Points
three Key Types Of Wash Load
figure 24: Wash Programme Used Most Frequently, October 2013
quick Wash Versus Economy Wash
bedding And Towels – A Different Approach
a Wash Programme For Every Age And Lifestage
worries About The Cost Of Living Influences Choice Of Wash Setting
men – Are They Taking More Care Or Are They Just Unsure?
40 Degree Wash – Most Common Wash Temperature
figure 25: Wash Temperature Used Most Frequently, October 2013
The Laundry Consumer - UK - December 2013

4. different Approach To Clothes Compared To Bedding And Towels
low Temperature Washing
cold Wash: It’s About Poverty - Not Saving The Planet
the 20 Degree Wash And The Need To Counter Consumer Scepticism
outside Drying If At All Possible
figure 26: Drying Method Used Most Frequently, October 2013
key Demographic Factors That Influence Laundry Drying Habits
drying Indoors More Commonplace For Clothes
tumble Dryer – Least Popular Drying Method
important Factors For Wash Results
key Points
stain Removal Is Key Priority
figure 27: Wash Results Considered Most Important When Doing The Laundry, October 2013
white Or Black (but Not Grey)
women Care More Than Men
washing The Germs Away
looking To Fabric Conditioners For Fragrance
people Claim To Want To Wash At Low Temperatures (but Do They Really?)
softness A Priority For The Over-65s
low Interest In ‘crease-free-for-longer’ Results
energy Saving Behaviour
key Points
energy Saving In The Laundry Process Gauged By Age
figure 28: Proportion Of People Actively Trying To Save Energy When Doing The Laundry, By Age,
October 2013
green (but Also Mean)
over 55s Are Most Committed To Energy Saving
under 35s Have Less Commitment To Energy Saving
30 Degrees: The Most Popular Energy-saving Temperature
figure 29: Wash Temperature Used Most Frequently, By Proportion Of People Actively Trying To Save
Energy When Doing The Laundry, October 2013
need To Overcome Consumer Scepticism
fresh Air, Zero Energy Cost
figure 30: Drying Method Used Most Frequently, By Proportion Of People Actively Trying To Save Energy
When Doing The Laundry, October 2013
energy Saving Attitudes To Wash Programmes Varies With Wash Load Type
figure 31: Wash Programme Used Most Frequently, By Proportion Of People Actively Trying To Save
Energy When Doing The Laundry, October 2013
The Laundry Consumer - UK - December 2013

5. attitudes Towards Clothes
key Points
laundry Consumer Groupings
figure 32: Laundry Consumer Groupings, October 2013
shared Attitudes Defines Seven Types Of Laundry Consumer
attitudes Towards Buying Clothes
figure 33: Attitudes Towards Buying Clothes, October 2013
to Look Or Not To Look (at Labels)
stain Removal – Top Laundry Priority For All
figure 34: Wash Results Considered Most Important When Doing The Laundry, By Attitudes Towards
Buying Clothes, October 2013
other Priorities Vary Depending On Laundry Consumer Type
appendix – Market Drivers
figure 35: Penetration Of Laundry Appliances In Uk Households, By Demographics, May 2013
appendix – Laundry Responsibilities
figure 36: Laundry Responsibilities In Household, By Demographics, October 2013
figure 37: Laundry Responsibilities Of Men, By Demographics, October 2013
figure 38: Laundry Responsibilities Of Women, By Demographics, October 2013
appendix – Frequency Of Doing Laundry
figure 39: Loads Of Washing Done In A Typical Week, By Demographics, October 2013
figure 40: Loads Of Washing Done In A Typical Week, By Demographics (continued), October 2013
figure 41: Loads Of Tumble Drying Done In A Typical Week, By Demographics, October 2013
figure 42: Loads Of Tumble Drying Done In A Typical Week, By Demographics (continued), October 2013
figure 43: Frequency Of Doing Ironing During A Typical Week , By Demographics, October 2013
figure 44: Frequency Of Doing Ironing During A Typical Week – Ironing, By Demographics
(continued), October 2013
appendix – Washing Routine For Clothing, Bedding And Towels
figure 45: Number Of Wears For Different Items Of Clothing – Underwear, By Demographics,
October 2013
figure 46: Number Of Wears For Different Items Of Clothing – Socks, By Demographics, October
2013
figure 47: Number Of Wears For Different Items Of Clothing – Work Shirts/blouses, By
Demographics, October°2013
figure 48: Number Of Wears For Different Items Of Clothing – T-shirts/tops, By Demographics,
October 2013
The Laundry Consumer - UK - December 2013

6. figure 49: Number Of Wears For Different Items Of Clothing – Trousers/skirts, By Demographics,
October 2013
figure 50: Number Of Wears For Different Items Of Clothing – Jumpers, By Demographics, October
2013
figure 51: Number Of Wears For Different Items Of Clothing – Sports Clothing, By Demographics,
October 2013
figure 52: Number Of Wears For Different Items Of Clothing – Male, October 2013
figure 53: Number Of Wears For Different Items Of Clothing – Female, October 2013
figure 54: Frequency Of Washing Bedding And Towels – Bedding, By Demographics, October 2013
figure 55: Frequency Of Washing Bedding And Towels – Bath Towels, By Demographics, October
2013
figure 56: Frequency Of Washing Bedding And Towels – Hand Towels, By Demographics, October
2013
figure 57: Frequency Of Washing Bedding And Towels – Tea Towels, By Demographics, October
2013
figure 58: Frequency Of Washing Bedding And Towels – Male, October 2013
figure 59: Frequency Of Washing Bedding And Towels – Female, October 2013
appendix – Wash Settings Used Most Frequently
figure 60: Wash Temperature Used Most Frequently – Clothes, By Demographics, October 2013
figure 61: Wash Temperature Used Most Frequently – Clothes, By Demographics (continued),
October 2013
figure 62: Wash Temperature Used Most Frequently – Bedding, By Demographics, October 2013
figure 63: Wash Temperature Used Most Frequently – Bedding, By Demographics (continued),
October 2013
figure 64: Wash Temperature Used Most Frequently – Towels, By Demographics, October 2013
figure 65: Wash Temperature Used Most Frequently – Towels, By Demographics (continued), October
2013
figure 66: Drying Method Used Most Frequently – Clothes, By Demographics, October 2013
figure 67: Drying Method Used Most Frequently – Bedding, By Demographics, October 2013
figure 68: Drying Method Used Most Frequently – Towels, By Demographics, October 2013
figure 69: Wash Programme Used Most Frequently – Clothes, By Demographics, October 2013
figure 70: Wash Programme Used Most Frequently – Clothes, By Demographics (continued), October
2013
figure 71: Wash Programme Used Most Frequently – Bedding, By Demographics, October 2013
figure 72: Wash Programme Used Most Frequently – Bedding, By Demographics (continued),
October 2013
figure 73: Wash Programme Used Most Frequently – Towels, By Demographics, October 2013
figure 74: Wash Programme Used Most Frequently – Towels, By Demographics (continued), October
2013
The Laundry Consumer - UK - December 2013

7. appendix – Important Factors For Wash Results
figure 75: Wash Results Considered Most Important When Doing The Laundry, By Demographics, October
2013
figure 76: Wash Results Considered Most Important When Doing The Laundry, By Demographics
(continued), October 2013
appendix – Energy-saving Behaviour
figure 77: Proportion Of People Actively Trying To Save Energy When Doing The Laundry, By
Demographics, October 2013
appendix – Attitudes Towards Clothes
figure 78: Laundry Consumer Groupings Based On Attitudes Towards Buying Clothes*, By Demographics,
October 2013
figure 79: Laundry Consumer Groupings Based On Attitudes Towards Buying Clothes*, By Demographics
(continued), October 2013
figure 80: Attitudes Towards Buying Clothes, By Demographics, October 2013
figure 81: Attitudes Towards Buying Clothes, By Demographics (continued), October 2013
figure 82: Attitudes Towards Buying Clothes, By Demographics (continued), October 2013
figure 83: Wash Temperature Used Most Frequently, By Attitudes Towards Buying Clothes, October 2013
figure 84: Drying Method Used Most Frequently, By Attitudes Towards Buying Clothes, October 2013
figure 85: Wash Programme Used Most Frequently, By Attitudes Towards Buying Clothes, October 2013
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The Laundry Consumer - UK - December 2013