The most notable factor impacting the home laundry products market has been the rise in the value-brand product. Purex and Arm & Hammer value-priced detergents have shown significant growth since 2001 at the expense of private label products. Consumers are choosing branded products that are similar in price to private label items as they feel that they are getting a better value and can come back to the same names repeatedly. Many previously mid-priced brands have even been repackaged and repositioned to be sold at the same price point as these value brands. Though value-brand products have seen significant increases in sales, Procter & Gamble, including its Tide and Downy brands, continues to dominate the market.

The most notable factor impacting the home laundry products market has been the rise in the value-brand product. Purex and Arm & Hammer value-priced detergents have shown significant growth since 2001 at the expense of private label products. Consumers are choosing branded products that are similar in price to private label items as they feel that they are getting a better value and can come back to the same names repeatedly. Many previously mid-priced brands have even been repackaged and repositioned to be sold at the same price point as these value brands. Though value-brand products have seen significant increases in sales, Procter & Gamble, including its Tide and Downy brands, continues to dominate the market.

Overall sales have not grown since 2001, and the continued growth in popularity of value-branded products may keep the market from expanding substantially. In order to increase sales in this market, manufacturers need to understand consumer attitudes toward laundry products, why they are switching to value brands, and what can be done to increase consumer loyalty. Mintel’s original consumer research delves into what products consumers prefer and why, along with attitudes to laundry products and procedures. Results are analyzed by a number of demographic factors such as education level, number of children in the household, and marital status, helping you form an effective marketing strategy.

The following laundry products are included in this report:

Clothes washing detergents (powder, liquid, and tablets)

Fabric softener (sheets and liquid)

Bleach (liquid and powder)

Starch (spray and liquid)

Pre-treaters, soaks, and boosters

Home dry cleaning kits

Static control sprays

Laundry supplements, such as fabric refreshers and wrinkle reducers