Although sales growth has returned, the laundry market still faces many
challenges such as the relatively low level of brand loyalty and the consumer
reliance on periods of price promotions to stock-up on products. Utilising
refillable packs and product subscription offers presents an opportunity to
secure loyalty by offering consumers value for money.
TABLE OF CONTENT
Introduction
Products covered in this report
Abbreviations
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Executive Summary
The market: Growth returns after a
period of decline in 2011
Figure 1: Best and worst case
forecast of UK sales of laundry detergents and fabric conditioners, 2008-18
Market drivers: Opportunity for age
and gender specific products
Companies, brands and innovation:
Launches focus on new packaging
Figure 2: New products in the UK
laundry detergents and fabric conditioners market, % by launch type, Jan
2009-May 2013
The consumer: Detergents have near
universal penetration
Figure 3: Usage of laundry
detergents and fabric conditioners, May 2013
Figure 4: Most desired laundry
detergent product attributes, May 2013
The consumer: Scent most important
for fabric conditioners
Figure 5: Most desired fabric
conditioner/softener product attributes, May 2013
The consumer: Flexibility of dose is
important
Figure 6: Attitudes towards laundry
detergents and fabric conditioners, May 2013
What we think
Issues in the Market
Which laundry detergent product
claims are the most important to consumers?
How can brand loyalty be increased
in the laundry market?
What can fabric conditioners do to
increase market share?
How will an ageing population affect
the laundry market?
Trend Application
Trend: Life Hacking
Trend: Second Skin
Mintel futures: Brand Intervention
Market Drivers
Key points
An ageing population presents
packaging opportunities
Figure 7: Trends in the age
structure of the UK population, by gender, 2008-18
Rise of one-person households
Figure 8: Forecast adult population
aged 15+, by lifestage, 2008-18
Figure 9: UK households, by size,
2008-18
Some cynicism towards
environmentally friendly claims
Fitness and sporting activities
popular
Figure 10: RPI for clothing and
footwear, March 2009-March 2013
Water bills continue to rise
Figure 11: Sunshine, rainfall and
mean temperature in the UK, 2008-12
Household washing machines reaching
100% penetration
Figure 12: Penetration of laundry
appliances in UK households, May 2013
Who’s Innovating?
Key points
Packaging innovations lead in 2012
and 2013
Figure 13: New product launches in
the UK laundry detergents and fabric conditioners market, % by launch type, Jan
2009-May 2013
Detergents account for six in ten
product launches
Figure 14: New product launches in
the UK laundry detergents and fabric conditioners market, by sub category, Jan
2013-May 2013
Own-label launches continue to
overshadow brands
Figure 15: New product launches in
the UK laundry detergents and fabric conditioners market, % by own-label vs.
branded, Jan 2009-May 2013
Three in four laundry detergents
hold environmentally friendly claims
Figure 16: New product launches in
the UK laundry detergents market, % share by top five claims, Jan 2009-May 2013
Economy claim grows in fabric
conditioners and softeners
Figure 17: New product launches in
the UK fabric conditioners market, % share by top five claims, Jan 2009-May
2013
Procter & Gamble leads NPD in
2012
Figure 18: New product launches in
the UK laundry detergents and fabric conditioners market, % by top companies,
2012
Market Size and Forecast
Key points
Market growth returns after brief
decline in 2011
Figure 19: UK retail value sales and
forecasts of laundry detergents and fabric conditioners, 2008-18
Annual sales growth expected to
continue
Figure 20: Best and worst case
forecast of UK sales of laundry detergents and fabric conditioners, 2008-18
Forecast methodology
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Segment Performance
Key points
Fabric conditioners enjoy consistent
annual growth
Figure 21: UK retail value sales of
laundry detergents and fabric conditioners, by sector, 2008-18
Two-in-one products losing appeal
Figure 22: UK retail value sales of
laundry detergents, by formulation, 2011-13
Figure 23: UK retail value sales of
laundry detergents, by format, 2011-13
Contact
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