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Home Laundry Products - US - August 2017

Published By :

Mintel

Published Date : Aug 2017

Category :

Apparel

No. of Pages : N/A

Home laundry products are a mature category in which price competition between leading brands continues to dampen sales growth. Innovations in format and scent are proving important drivers for category growth, as consumers are driven by scent and convenient, all-in-one formulas. Product safety and eco-friendliness remain on the periphery of key attributes, but have appeal among key consumer groups, such as parents.

Table of Contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Category sales grow slowly and struggle to keep pace with inflation
Figure 1: Total US sales and fan chart forecast of home laundry products, at current prices, 2012-22
Young adults less aware of the benefits of fabric softener
Figure 2: Uncertainty about what fabric softener does, by age, May 2017
Shifting attitudes toward housecleaning and alternative products challenge bleach
Figure 3: Willingness to pay for laundry products that protect fabrics, May 2017
The opportunities
Online sales improve reach for leading retailers and name brands
Figure 4: Online compared to brick-and-mortar retailers as secondary purchase locations, May 2017
Single-dose purchases peak among young adults
Figure 5: Purchases of single-dose detergent, by age, May 2017
Formulas that extend sensory features show promise
Figure 6: Willingness to spend on scent related features, May 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Laundry market sees gradual sales growth amid competition
Detergent dominates market as laundry care surges
Fashion trends and ingredient transparency shape category
Rise of high-efficiency washers and home construction benefit market
MARKET SIZE AND FORECAST
Mature laundry category grows gradually amid heavy competition
Figure 7: Total US sales and fan chart forecast of home laundry products, at current prices, 2012-22
Figure 8: Total US retail sales and forecast of home laundry products, at current prices, 2012-22
Figure 9: Total US retail sales and forecast of home laundry products, at inflation-adjusted prices, 2012-22
MARKET BREAKDOWN
Detergent dominates sales, but laundry care makes large gains
Figure 10: Total US retail sales of home laundry products, by segment, at current prices, 2015 and 2017
MARKET PERSPECTIVE
Spend on laundry slightly outpaces other household categories
Figure 11: Total US sales and forecast of home laundry products, household surface cleaners, and dishwashing products, at current prices, 2012-17
Clothing and fashion trends drive launches of sport detergents
MARKET FACTORS
High-efficiency washers comprise larger share of market
Figure 12: Ownership of high-efficiency washers and dryers (Net), 2011-17
New home construction brings more laundry rooms to market
Figure 13: New residential home construction, 2010-16
Decline in share of family households lowers overall spending
Figure 14: Family and non-family households, 2006-16
KEY PLAYERS – WHAT YOU NEED TO KNOW
P&G dominates category and sets bar on innovation
Retailer incentives and brand positioning help expand online sales
Innovation in format and scent drive MULO growth
Abrasives and powder formats lose share
Improving sensory experience, fabric protection may drive future growth
COMPANY AND BRAND SALES OF LAUNDRY PRODUCTS
P&G maintains lead as consumers shift to convenient formats
Sales of home laundry products by company
Figure 15: MULO sales of home laundry products, by leading companies, rolling 52 weeks 2016 and 2017
WHAT’S WORKING?
Innovation in all-in-one formats yields higher-margin spending
Laundry care products with long-lasting scent achieve growth
Figure 16: MULO sales of laundry care, by leading companies and brands, rolling 52 weeks 2016 and 2017
Henkel pushes aggressive retail and marketing strategy
Figure 17: Persil display at Walmart, February 2017
Figure 18: Persil Superbowl advertisement, January 2017
Retailers and brands extend online sales of laundry products
WHAT’S STRUGGLING?
Abrasive products continue to lose share
Figure 19: MULO sales of Clorox and Oxi Clean, rolling 52 weeks 2016 and 2017
Household disinfectant brand Lysol challenges bleach with laundry sanitizer
Powder declines as consumers shift to more convenient formats
Figure 20: Use of powder and single-dose laundry detergent, 2012-17
WHAT’S NEXT?
Brands deliver sensory experience with new scent and line extensions
Unstopables extend brand appeal to adjacent household categories
Laundry products that not only freshen, but protect
Figure 21: Downy commercial highlighting protective formula, April 2017
On-demand laundry service
THE CONSUMER – WHAT YOU NEED TO KNOW
Most purchasers buy liquid detergent, single-dose outperforms powder
Retailers offering value and convenience lead the market
Scent leads among important purchase influencers
Tide enjoys strong brand associations, but other brands hold ground
Attitudes toward laundry reveal more barriers than opportunities
Extending scent and clothing life capture consumer interest
PRODUCTS PURCHASED
Liquid detergent remains staple for most households
Figure 22: Laundry products purchased, May 2017
Newcomers to category quicker to embrace single-dose
Figure 23: Liquid and single-dose detergent purchases, by age, May 2017
Lifestage drives demand
Figure 24: Purchases of select laundry products, by age and by parental status, May 2017
Hispanics mirror parents as heavy purchasers
Figure 25: Purchases of select laundry products, by Hispanic origin, May 2017
RETAILERS SHOPPED
Value and convenience determine retailers shopped
Figure 26: Retailers shopped for home laundry products, May 2017
Price is driver for category newcomers, but parents have broader needs
Figure 27: Leading retailers most shopped, by age, income, and parental status, May 2017
Parents and newcomers also shop online
Figure 28: Online retailers as secondary purchase location, by age and by parental status, May 2017
Retailer choice grows more habitual with age
Figure 29: Supermarkets and club as most shopped purchase locations, by age, May 2017
Hispanics balance price and selection in most shopped retailers
Figure 30: Select retailers most shopped for laundry purchases, by Hispanic origin, May 2017
PURCHASE INFLUENCERS
Scent is key for category entry
Figure 31: TURF Analysis – Purchase influencers for laundry detergent, May 2017
Figure 32: Table – TURF analysis – Purchase influencers, May 2017
Methodology
Scented features in detergent capture broad age range
Figure 33: Scent and functional attributes as detergent purchase influencers, by age, May 2017
Parents place demand on safety features
Figure 34: Product safety features as detergent purchase influencers, by age and by parental status, May 2017
Hispanics skew higher on scent-related influencers
Figure 35: Scent-related detergent purchase influencers, by Hispanic origin, May 2017
BRAND ASSOCIATIONS
Leading brand Tide sees overwhelming recognition
Figure 36: Laundry brand associations, May 2017
Scent and cross-category activity drive associations with other brands
Figure 37: Select associations with Gain and Arm & Hammer, by age, May 2017
Parents rely on Tide for secondary features
Figure 38: Sensitive skin and eco-friendly associations with Tide, by age and by parental status, May 2017
Hispanics align with most purchasers on brand associations
Figure 39: Select associations with Tide and Gain, by Hispanic origin, May 2017
ATTITUDES TOWARD LAUNDRY PRODUCTS
Barriers outweigh opportunities
Figure 40: Attitudes toward laundry products create barriers and opportunities, May 2017
Newness to category shapes attitudes toward scent, trial, and safety
Figure 41: Attitudes toward trial, scent, and safety, by age, May 2017
Lifestage demands reveal mixed attitudes toward fabric softener
Figure 42: Attitudes toward fabric softener, by age and by parental status, May 2017
Hispanics mirror young adults and parents in attitudes toward scent
Figure 43: Attitudes toward scent and protection, by Hispanic origin, May 2017
INTEREST IN PRODUCT INNOVATION
Products that extend clothing life capture interest
Scented features could garner even more spend
Natural and skin-friendly formulas show room for brand extension
Figure 44: Willingness to pay for laundry product innovation, May 2017
Newcomers see benefit of clothes protection and scent
Figure 45: Willingness to pay more for protective and scented features, by age, May 2017
Parents emphasize natural and sensitive skin formulas
Figure 46: Willingness to pay more for natural and sensitive skin laundry products, by age and by parental status, May 2017
Hispanics center around lasting scent and natural formulas
Figure 47: Willingness to pay more for scented and natural laundry products, by Hispanic origin, May 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET
Figure 48: Total US retail sales and forecast of home laundry products, by segment, at current prices, 2012-17
Figure 49: Total US retail sales of home laundry products, by segment, at current prices, 2015 and 2017
Figure 50: Total US retail sales of home laundry products, by channel, at current prices, 2012-2017
Figure 51: Total US retail sales of home laundry products, by channel, at current prices, 2015 and 2017
Figure 52: Base samples for laundry detergent purchasers, Winter 2012-Winter 2017
APPENDIX – KEY PLAYERS
Figure 53: MULO sales of laundry detergent, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 54: MULO sales of liquid fabric softener, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 55: MULO sales of fabric softener sheets, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 56: MULO sales of bleach, by leading companies and brands, rolling 52 weeks 2016 and 2017
APPENDIX – THE CONSUMER
Figure 57: Laundry detergent usage, by brand, 2012-17

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