The Future of Laundry Care: Capitalizing On Emerging Trends and Changing Preferences

Introduction

The laundry care market in established economies is resistant to change and is characterized by some degree of inertia. However, consumers' preferences and product innovations are gradually evolving even in the most stable markets, with marked change occurring in emerging markets, as relative affluence increases and the approach to laundry care progresses.

Scope

Covers laundry care, with a thorough exploration of market value and volume figures at the category level

Detailed analysis on consumer attitudes towards, and perceived influence of, different product features and benefits impacting choice

In-depth action points offering practical strategies based on the trends and insights uncovered in the report

Covers five major geographic territories: North America, Europe, Asia Pacific, MENA and Latin America

Highlights

The sales of laundry detergents, as a proportion of overall laundry care products are lowest in Saudi Arabia (55.9%) and Japan (58.5%) and highest in Russia (84.7%) and India (84.5%).

In Sweden, conditioners account for less than 4% of the market value, but as much as 32.2% in Saudi Arabia; a significant variance. Where conditioner sales are relatively low, producers should attempt to increase sales or bundle the ingredients and price of conditioners into the price of complete multi-function detergents.

For Indian consumers, natural ingredients are indeed a high level concern (for 72.8% vs. 76.1% for ease of use). In India, the high prevalence of washing by hand makes natural ingredients more welcome for consumers due to their enhanced gentleness on the skin.

Reasons to Purchase

Develop better targeted products with detailed understanding of laundry care needs and preferences of consumers across 17 countries

Access data analysis from two waves of primary consumer research, and best practice examples of innovative and effectively marketed products

Improve your marketing with best-practice examples. Develop action plans using Datamonitor's recommendations as a catalyst for idea generation

Contents

Overview
Catalyst
Summary
Table of Contents
Table of figures
Table of tables

THE FUTURE DECODED

INTRODUCTION

Consumers' laundry product choices are influenced by a variety of inherent and product-external factors
TREND: The laundry care market shows slow value growth in mature national markets
Sales of detergents form the bulk of the laundry care market
Consumer spending on fabric conditioner varies widely
Stain removers are also an important section of the laundry care market
Key takeouts and implications: The value of the laundry market is likely either to remain stable or experience slight growth or decline
TREND: The volume of the laundry care market is likely to decline in the short term
Consumers can still be encouraged to use fabric conditioners more extensively
Key takeouts and implications: volume gains in emerging economies will be offset by apparent losses in established markets
INSIGHT: Inherent product attributes matter to consumers, but are not everything
Product effectiveness is taken as a given by consumers
Men's view of product performance differs from that of women
Natural ingredients have been a key area of product development but elicit little consumer response
Gender differences are slight in relation to natural ingredients
Consumers value the fragrance or scent of laundry products
Women greatly appreciate the fragrance profile of their preferred laundry products
Time saving products appeal to consumers but are aligned with one of the least important core attributes
Women value time-saving laundry products more than men
Among inherent product features, multi-function convenience is moderately important as a purchase driver
Multi-functionality in laundry products appeals to men
Consumers want ease of use as a given
Ease of use is a major consideration for women in laundry product choice
Key takeouts and implications: inherent product attributes enjoy varying levels of importance for consumers.
INSIGHT: Attributes of the 'extended product' have widely varying effects on purchase
Price has a high importance for consumers for many reasons
Price divides opinion between men and women in differing ways
Consumers are not inclined to consider ethics when buying laundry products
The differing importance of ethics to men and women consumers is slight
Consumers buy ethical and eco-friendly household and laundry products (marginally) more frequently than those with natural ingredients
Consumers state that brand image has little influence in their shopping choices
Brand image is both one of the least consequential and most gender-neutral purchase drivers
Key takeouts and implications: the concept of the extended product has the greatest effect on consumers' purchases of laundry products
INSIGHT: Storage is a low level purchase driver for consumers
Ease of storage is at present a moderate concern for consumers
Men are relatively appreciative of easy storage
Key takeouts and implications: product storage is a minor consideration for consumers
INSIGHT: Consumers feel that inertia has little effect on their laundry care purchases
Inertia varies among consumers of different countries
Women are greater brand adherents than men
Inertia at the household level is thought to have only a minor impact
Men buy the brands they think other members of their households want
Key takeouts and implications: the laundry care market is affected by inertia, but consumers believe they are open to change
INSIGHT: Consumers feel that many marketing techniques do not affect their behavior
Consumers do not recognize word-of-mouth as an important influence on their laundry care purchases
Men and women attribute similar importance to word-of-mouth recommendations
Free product samples have a moderate effect on consumer behavior
Women appreciate free samples of laundry care products
The importance of promotional offers to consumers varies widely by national market
Consumers view promotional offers differently according to retail norms in their home market
Key takeouts and implications: marketing tactics are not regarded as influential but their necessity cannot be denied

ACTION POINTS

ACTION: Target the rich variety of clothing colors, shades and finishes
ACTION: Cater for the variety of garment fabrics available to consumers
ACTION: Formulate effective products to clean exercise clothing
ACTION: Tailor detergents to specific washing tasks
ACTION: Address the polarizing demographic trends in many countries
ACTION: Make skin sensitivity a core theme of product development
ACTION: Address the clothes drying needs of consumers
ACTION: Cater to the money-saving preferences of recession-inspired consumers
ACTION: Use packaging to create stand-out shelf presence
ACTION: Consider the possibilities beyond traditional laundry detergents

APPENDIX

Additional data
Definitions
Methodology
Further reading and references
Ask the analyst
Datamonitor consulting
Disclaimer

LIST OF TABLES

Table 1: Laundry care overall market value (US$ m), in 17 countries across Europe, the Americas, Asia Pacific and the Middle East, 2004-2014
Table 2: Washing detergent market value (US$ m), in 17 countries across Europe, the Americas, Asia Pacific and the Middle East, 2004-2014
Table 3: Fabric conditioner market value (US$ m), in 17 countries across Europe, the Americas, Asia Pacific and the Middle East, 2004-2014
Table 4: Stain removers (and other laundry additives) market value (US$ m), in 17 countries across Europe, the Americas, Asia Pacific and the Middle East, 2004-2014
Table 5: Washing detergent market volume (Kg m), in 17 countries across Europe, the Americas, Asia Pacific and the Middle East, 2004-2014
Table 6: Fabric conditioner market volume (Kg m), in 17 countries across Europe, the Americas, Asia Pacific and the Middle East, 2004-2014
Table 7: Stain removers and other additives market volume (units m), in 17 countries across Europe, the Americas, Asia Pacific and the Middle East, 2004-2014
Table 8: Overall importance of product attributes in deciding purchase intentions, across 15 countries, 2008
Table 9: Consumer survey 2008: Importance of product effectiveness in choosing laundry products in 15 countries across Europe, the Americas and Asia Pacific, 2008
Table 10: Consumer survey 2008: Importance of natural ingredients in choosing laundry products in 15 countries across Europe, the Americas and Asia Pacific, 2008
Table 11: Consumer survey 2009: Purchase frequency of household & laundry products with natural & organic ingredients, in 17 countries across Europe, the Americas, Asia Pacific and the Middle East, 2009
Table 12: Consumer survey 2008: Importance of scent / fragrance in choosing laundry products in 15 countries, 2008
Table 13: Consumer survey 2008: Importance of time-saving convenience in choosing laundry products in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Table 14: Consumer survey 2008: Importance of multi-function convenience in choosing laundry products in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Table 15: Consumer survey 2008: Importance of ease of use in choosing laundry products in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Table 16: Consumer survey 2008: Importance of price in choosing laundry products in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Table 17: Consumer survey 2008: Importance of ethics in choosing laundry products in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Table 18: Consumer survey 2009: Purchase frequency of household & laundry products with ethical / environmental benefits, in 17 countries across Europe, the Americas, Asia Pacific, and the Middle East, 2009
Table 19: Consumer survey 2008: Importance of brand image in choosing laundry products in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Table 20: Consumer survey 2008: Importance of ease of storage in choosing laundry products in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Table 21: Consumer survey 2008: Importance of habit or preferred brand in choosing laundry products in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Table 22: Consumer survey 2008: Importance of household preferences in choosing laundry products in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Table 23: Consumer survey 2008: Importance of word-of-mouth recommendations in choosing laundry products in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Table 24: Consumer survey 2008: Importance of free product samples in choosing laundry products 15 countries across Europe, the Americas, and Asia Pacific, 2008
Table 25: Consumer survey 2008: Importance of promotional offers in choosing laundry products 15 countries across Europe, the Americas, and Asia Pacific, 2008
Table 26: Consumer survey 2008: Importance of product effectiveness in choosing laundry products among female consumers, in 15 countries, 2008
Table 27: Consumer survey 2008: Importance of product effectiveness in choosing laundry products among male consumers, in 15 countries, 2008
Table 28: Consumer survey 2008: Importance of product effectiveness in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 29: Consumer survey 2008: Importance of natural ingredients in choosing laundry products among female consumers, in 15 countries, 2008
Table 30: Consumer survey 2008: Importance of natural ingredients in choosing laundry products among male consumers, in 15 countries, 2008
Table 31: Consumer survey 2008: Importance of natural ingredients in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 32: Consumer survey 2009: Purchase frequency of household & laundry products with natural & organic ingredients, female consumers, in 17 countries, 2009
Table 33: Consumer survey 2009: Purchase frequency of household & laundry products with natural & organic ingredients, male consumers, in 17 countries, 2009
Table 34: Consumer survey 2008: Importance of scent / fragrance in choosing laundry products among female consumers, in 15 countries, 2008
Table 35: Consumer survey 2008: Importance of scent / fragrance in choosing laundry products among male consumers, in 15 countries, 2008
Table 36: Consumer survey 2008: Importance of scent / fragrance in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 37: Consumer survey 2008: Importance of time-saving convenience in choosing laundry products among female consumers, in 15 countries, 2008
Table 38: Consumer survey 2008: Importance of time-saving convenience in choosing laundry products among male consumers, in 15 countries, 2008
Table 39: Consumer survey 2008: Importance of time-saving convenience in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 40: Consumer survey 2008: Importance of multi-purpose functionality in choosing laundry products among female consumers, in 15 countries, 2008
Table 41: Consumer survey 2008: Importance of multi-purpose functionality in choosing laundry products among male consumers, in 15 countries, 2008
Table 42: Consumer survey 2008: Importance of multi-purpose functionality in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 43: Consumer survey 2008: Importance of ease of use in choosing laundry products among female consumers, in 15 countries, 2008
Table 44: Consumer survey 2008: Importance of ease of use in choosing laundry products among male consumers, in 15 countries, 2008
Table 45: Consumer survey 2008: Importance of ease of use in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 46: Consumer survey 2008: Importance of price in choosing laundry products among female consumers, in 15 countries, 2008
Table 47: Consumer survey 2008: Importance of price in choosing laundry products among male consumers, in 15 countries, 2008
Table 48: Consumer survey 2008: Importance of price in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 49: Consumer survey 2008: Importance of ethics in choosing laundry products among female consumers, in 15 countries, 2008
Table 50: Consumer survey 2008: Importance of ethics in choosing laundry products among male consumers, in 15 countries, 2008
Table 51: Consumer survey 2008: Importance of ethics in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 52: Consumer survey 2009: Purchase frequency of household & laundry products with ethical credentials, female consumers, in 17 countries, 2009
Table 53: Consumer survey 2009: Purchase frequency of household & laundry products with ethical credentials, male consumers, in 17 countries, 2009
Table 54: Consumer survey 2008: Importance of brand image in choosing laundry products among female consumers, in 15 countries, 2008
Table 55: Consumer survey 2008: Importance of brand image in choosing laundry products among male consumers, in 15 countries, 2008
Table 56: Consumer survey 2008: Importance of brand image in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 57: Consumer survey 2008: Importance of ease of storage in choosing laundry products among female consumers, in 15 countries, 2008
Table 58: Consumer survey 2008: Importance of ease of storage in choosing laundry products among male consumers, in 15 countries, 2008
Table 59: Consumer survey 2008: Importance of ease of storage in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 60: Consumer survey 2008: Importance of habit / preferred brand in choosing laundry products among female consumers, in 15 countries, 2008
Table 61: Consumer survey 2008: Importance of habit / preferred brand in choosing laundry products among male consumers, in 15 countries, 2008
Table 62: Consumer survey 2008: Importance of habit / preferred brand in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 63: Consumer survey 2008: Importance of household preferences in choosing laundry products among female consumers, in 15 countries, 2008
Table 64: Consumer survey 2008: Importance of household preferences in choosing laundry products among male consumers, in 15 countries, 2008
Table 65: Consumer survey 2008: Importance of household preferences in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 66: Consumer survey 2008: Importance of peer recommendations in choosing laundry products among female consumers, in 15 countries, 2008
Table 67: Consumer survey 2008: Importance of peer recommendations in choosing laundry products among male consumers, in 15 countries, 2008
Table 68: Consumer survey 2008: Importance of peer recommendations in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 69: Consumer survey 2008: Importance of free product samples in choosing laundry products among female consumers, in 15 countries, 2008
Table 70: Consumer survey 2008: Importance of free product samples in choosing laundry products among male consumers, in 15 countries, 2008
Table 71: Consumer survey 2008: Importance of free product samples in choosing laundry products among married parents with children at home, in 15 countries, 2008
Table 72: Consumer survey 2008: Importance of promotional offers in choosing laundry products among female consumers, in 15 countries, 2008
Table 73: Consumer survey 2008: Importance of promotional offers in choosing laundry products among male consumers, in 15 countries, 2008
Table 74: Consumer survey 2008: Importance of promotional offers in choosing laundry products among married parents with children at home, in 15 countries, 2008

LIST OF FIGURES

Figure 1: Laundry product choice is influenced by a variety of inherent and external factors
Figure 2: Inherent products attributes are core to laundry care purchases
Figure 3: Gender differences in laundry product choice factor: product effectiveness, in 15 countries across Europe, the Americas and Asia Pacific, 2008
Figure 4: Gender differences in laundry product choice factor: natural ingredients, in 15 countries across Europe, the Americas and Asia Pacific, 2008
Figure 5: Gender differences in purchase household / laundry purchase frequency: natural ingredients, 17 countries across Europe, the Americas, Asia Pacific, and the Middle East, 2009
Figure 6: Gender variance in the perceived importance of protecting the environment (women compared to men), in 15 countries across Europe, the Americas and Asia Pacific, 2008
Figure 7: Gender differences in laundry product choice factor: scent / fragrance, in 15 countries across Europe, the Americas and Asia Pacific, 2008
Figure 8: Gender differences in laundry product choice factor: time-saving convenience, in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Figure 9: Gender differences in laundry product choice factor: multi-function convenience, in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Figure 10: Gender differences in laundry product choice factor: ease of use, in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Figure 11: Extended product attributes will inevitably matter to consumers
Figure 12: Gender differences in laundry product choice factor: price, in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Figure 13: Gender differences in laundry product choice factor: ethics, in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Figure 14: Gender differences in purchase household / laundry purchase frequency: ethics, in 17 countries across Europe, the Americas, Asia Pacific, and the Middle East, 2009
Figure 15: Gender differences in laundry product choice factor: brand image, in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Figure 16: Packaging is all too often under-utilized
Figure 17: Gender differences in laundry product choice factor: ease of storage, in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Figure 18: Inertia is a key factor in the laundry care market
Figure 19: Importance of preferred brand in choosing laundry products, in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Figure 20: Gender differences in laundry product choice factor: habit / preferred brand, 15 countries, 2008
Figure 21: Gender differences in laundry product choice factor: household preferences, in 15 countries across Europe, the Americas, and Asia Pacific, 2008
Figure 22: Marketing techniques in the laundry care market tend to be subtle and incremental
Figure 23: Gender differences in laundry product choice factor: peer recommendations, 15 countries across Europe, the Americas, and Asia Pacific, 2008
Figure 24: Gender differences in laundry product choice factor: free product samples, 15 countries across Europe, the Americas, and Asia Pacific, 2008
Figure 25: Gender differences in laundry product choice factor: promotional offers, 15 countries across Europe, the Americas, and Asia Pacific, 2008
Figure 26: Detergents already exist for white and color garments with further specialization potential
Figure 27: Fabric-specific detergents are a niche with potential worth exploring
Figure 28: Physical exercise creates a new set of laundry occasions
Figure 29: Underwear laundry can be a profitable source of product development
Figure 30: Baby-friendly laundry products are a strong future market opportunity
Figure 31: Sensitive skin is a universal product opportunity
Figure 32: Opportunities exist in clothes drying as much as clothes washing
Figure 33: Consumers expect packaging of all sizes to be convenient to use
Figure 34: Consumers must be expected to take better care of their existing clothes
Figure 35: Packaging must be used for more than just storage
Figure 36: Traditional laundry detergents are now under threat
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