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.
To
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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
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