Since Mintel’s last report in January 2002, the market for clothes-washing detergents experienced a 2% downturn in its value. It is still, however, dominated by the two major multinational consumer giants, Procter & Gamble and Lever Fabergé, whose competitive promotional activity, coupled with everyday low pricing strategies among the grocery multiples, has contributed to declining value sales, especially in the detergents sector. Market value has to a certain extent been propped up by growing sales of fabric conditioners and by premium-positioned new product developments and value-added brand extensions.

Since Mintel’s last report in January 2002, the market for clothes-washing detergents experienced a 2% downturn in its value. It is still, however, dominated by the two major multinational consumer giants, Procter & Gamble and Lever Fabergé, whose competitive promotional activity, coupled with everyday low pricing strategies among the grocery multiples, has contributed to declining value sales, especially in the detergents sector. Market value has to a certain extent been propped up by growing sales of fabric conditioners and by premium-positioned new product developments and value-added brand extensions.

With families as the key consumers of clothes-washing detergents and laundry aids, the recent demographic shifts towards smaller households, along with declining numbers of under-15s, look set to have a further impact on sales. The industry must therefore look to premium-end convenience propositions to boost value sales.

Reflecting these topical issues and so as to provide a market overview that can be effectively integrated into day-to-day marketing activity, Mintel’s report tests the hypothesis that added value innovations and convenience are the keys to growth in the clothes-washing detergents and laundry aids market.

Investigating the market’s drivers, size and trends, segmentation, supply structure and distribution, this report also uses exclusive consumer research to analyse the brand loyalty and laundry trends of key target groups for marketers in this industry.