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.
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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
What we think
Issues in the Market
What is needed to
reverse the decline in fabric care sales?
What factors have the
biggest influence on choice of stain remover?
How much can stain
removers go beyond removing visible stains?
Can the development of
new products help drive incremental sales?
How can interest in
scent help improve the prospects for fresheners?
Trend Application
Trend: Transumers
Trend: Guiding Choice
Mintel Futures:
Generation Next
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Market Drivers
Key points
Ownership of washing
machines virtually universal
Figure 10: Penetration
of laundry appliances in UK households, May 2013
Frequency of washing
important for sales
Figure 11: Frequency of
doing laundry tasks at home, September 2012
Manufacturers put bigger
focus on environmental issues
Population growth means
more clothes to wash
Figure 12: Trends in the
age structure of the UK population, 2008-18
Figure 13: UK
households, by size, 2008-18
Pressure on incomes puts
emphasis on saving money
Figure 14: GDP quarterly
percentage change, Q1 2004-Q4 2012
Figure 15: Trends in how
respondents would describe their financial situation, February 2009-April 2013
Attitudes towards
clothes buying also important
Contact
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