The Laundry Care Market: Future Trends and Perspectives

LYON, France--()--Reportlinker.com announces that a new market research report related to the worldwide household industry is available in its catalogue.

Laundry Care: Future Trends & Perspectives

To order that report: www.reportlinker.com/p061894/PRBW-Laundry-Care.html

For more information, contact Nicolas by email nbo@reportlinker.com , or by phone +33 4 37 65 17 03.

Description

Introduction

The laundry care market has evolved over time. These changes have led to intensified competition among rival producers and gradual expansion in consumer choice. The market currently faces strategic challenges from changes in consumer needs and preferences as well as any future rise in outsourcing and use of multi-purpose launderettes and from emerging washing technologies.

Scope

Comprehensive laundry care market data by country market and category.

Quantitative data from consumer surveys highlighting the attitudes and behaviors of real-world consumers.

Insights into the emerging nature of the competitive environment and how consumers changing lifestyles will affect the laundry market.

Detailed action points offering practical strategies and examples of recently-launched innovative products.

Highlights

UK consumers use washing machines most frequently each week although Italian consumers wash their clothes more frequently overall with a combination of machine and hand washing confirming the importance of good presentation in Italy.

Consumers everywhere hate doing the ironing the most of all laundry tasks and all household chores.

Universally, no less than 80% of respondents to consumer survey reported this chore as the one they disliked the most.

Food and cooking are the most common causes of clothes staining and odor tainting for most consumers.

Cigarette smoke concerns consumers aged 25-34 the most, as this age group is most likely to encounter the problem when going out for the evening. Smoking bans may lessen the importance of this source of odors.

Reasons to Purchase

Explore regional and national differences through qualitative market data and compare growth and penetration data to plan for future developments.

Gain insight into the consumer preferences and changing behaviors that will affect the strategic direction of the laundry care market.

Explore in-depth analysis of new products launched globally and action points that highlight existing best practice and new innovations.

Table of content

Overview

Catalyst

Summary

Executive Summary

The laundry care market is stable with some recent innovations

The majority of laundry care occasions are driven by washing machine usage

The outsourcing of laundry tasks is relatively infrequent

Men are taking a more proactive role in household care tasks

Consumers apparently prefer traditional scents and detergent formats

Ironing is by far the least liked laundry care task and household task overall

Laundry care behaviors are influenced by a number of concerns and problems

It is important that innovations in fabric care products are keeping pace with consumers' hectic lives

THE FUTURE DECODED

Introduction

TREND: Consumer spend on laundry care is stable as incremental innovation shapes preferences

The laundry care market is experiencing stability coupled with low growth

The detergent market is the biggest of the three main segments in laundry care

Consumers overwhelmingly prefer powder and liquid detergents

Tablets and 'liquigel' are emerging products of growing interest to consumers

Many consumers do not bother with fabric conditioners and stain removers

INSIGHT: The majority of laundry care occasions are driven by washing machine usage

Italian consumers most frequently carry out laundry tasks each week

Compared to washing machine usage, consumers use tumble dryers less frequently

INSIGHT: The outsourcing of laundry tasks is relatively infrequent, despite time pressures

Ownership of laundry appliances is high among consumers in the US and most of Europe

In a post-consumerist society, laundry appliance ownership may in fact decline in future years

The majority of European and US consumers do not use launderettes

Consumers most commonly use launderettes because of advantages associated with wash load size

Men, Young Adults and Italian consumers are most likely to use a launderette

Across all countries, men tend to have higher rates of launderette usage than women

Outsourcing is most popular among high earners

In Europe, the prevalence of laundry task outsourcing is greater than in the US

The most popular task for outsourcing is clothes washing

In Europe, the consumers who most frequently outsource clothes washing are found in France and Italy

The drying of clothes is less important than washing for European and US consumers

In Germany, Italy, Spain and the Netherlands a greater proportion of consumers has their clothes ironed than clothes washed by a third party supplier

INSIGHT: Men are taking a more proactive role in household care tasks

Contemporary males are doing more household work than in the past

Women still account for the majority of time spent on household work

In some countries the division of domestic labor is significantly less equal

INSIGHT: Consumers seemingly prefer traditional scents and detergent formats

Scent is an important factor influencing consumer behavior

Combining sensory cues is a powerful tool

Scent in laundry detergents matters to consumers

Consumers still prefer traditional laundry scents

Most consumers prefer standard washing detergents

Ethnic trends show distinct preferences for format and brand

INSIGHT: Ironing is by far the most disliked laundry care task and household task overall

Ironing is so disliked because it is deemed boring and time-consuming

Consumers dislike washing clothes for the same reasons as ironing

INSIGHT: Laundry care behaviors are influenced by a number of concerns and problems

Cooking and food are a major cause of laundry staining

Odors are also of great concern to consumers when it comes to clothing care

Tobacco smoke is a major cause of clothing odors in many European countries

Pets are a reported cause of clothing odors in most countries

Ecological concerns are likely to have a greater impact on future laundry care habits

Consumers have moved into a more reflective and concerned phase of consumption

ACTION POINTS

ACTION: Drive out inertia from the washing detergent category with innovations

Embrace the opportunity of new innovations before they become threats

Make ecological benefits just as compelling as laundry product performance

Reduce mess to boost convenience for consumers

Think laterally to reduce mess

ACTION: Adopt a strategy to engage consumers in laundry care

Leverage scent to differentiate and capture consumers' attention

Bring products into consumers' consciousness with engaging marketing content

Recognize the emotional importance consumers attach to feeling good about wearing clean, well-fitting clothing

ACTION: Make ironing less of a chore to consumers

Take the worries out of ironing

Attempt to make the ironing experience more enjoyable so it is perceived to take less time

ACTION: Expand the laundry care market by catering for pets

Explore opportunities in pet-focused laundry products

APPENDIX

Definitions

Methodology

Further reading and references

List of Tables

Table 1: Overall textile washing market value (US$ m), US & Europe, 2001-2011

Table 2: Per capita textile washing market value (US$/person), US & Europe, 2001-2011

Table 3: Overall laundry detergent market value (US$ m), US & Europe, 2001-2011

Table 4: Per capita overall laundry detergent market value (US$/Person), US & Europe, 2001-2011

Table 5: Powder laundry detergent market value (US$ m), US & Europe, 2001-2011

Table 6: Liquid laundry detergent market value (US$ m), US & Europe, 2001-2011

Table 7: Tablet laundry detergent market value (US$ m), US & Europe, 2001-2011

Table 8: Liquigel/Other laundry detergent market value (US$ m), US & Europe, 2001-2011

Table 9: Fabric conditioner market value (US$ m), US & Europe, 2001-2011

Table 10: Stain remover market value (US$ m), US & Europe, 2001-2011

Table 11: Number of laundry care occasions per week per 18+ adult / household*, US & Europe, 2006

Table 12: Laundry appliance ownership (%) by age group, US & Europe, 2006

Table 13: Laundry appliance ownership (%) by household income (US$), US & Europe, 2006

Table 14: Laundromat/laundry service usage prevalence, US & Europe, 2006

Table 15: Reasons for using a Laundromat/laundry service, US & Europe, 2006

Table 16: Launderette usage by gender and age group, US & Europe, 2006

Table 17: Prevalence of outsourcing laundry tasks by household income, US, 2006

Table 18: Prevalence of outsourcing laundry tasks by household income, Europe, 2006

Table 19: Most commonly outsourced laundry tasks (washing, drying, ironing) by region, 2006

Table 20: Prevalence of outsourcing of clothes washing (% respondents), US & Europe, 2006

Table 21: Prevalence of outsourcing of clothes drying (% respondents), US & Europe, 2006

Table 22: Prevalence of outsourcing of clothes ironing (% respondents), US & Europe, 2006

Table 23: Laundry task occasions per week per 18+ adult / household by gender, US & Europe, 2006

Table 24: Gender variance in number of weekly occasions for laundry tasks by gender, US % Europe, 2006

Table 25: Importance of product fragrance in influencing choice of laundry products, US & Europe, 2007

Table 26: Preferred product fragrance for laundry products, US & Europe, 2007

Table 27: Stated preferred laundry detergent type, US & Europe, 2006

Table 28: Least preferred household chore, US & Europe, 2006

Table 29: Reasons for disliking ironing, US & Europe, 2006

Table 30: Reasons for disliking clothes washing, US & Europe, 2006

Table 31: Reasons for disliking clothes drying, US & Europe, 2006

Table 32: Leading reasons for clothes staining, US & Europe, 2006

Table 33: Leading reasons for clothing odors, US & Europe, 2006

Table 34: Number of smokers as share of overall population (%), US & Europe, 2001-2011

Table 35: Impact of cigarette smoke on clothing odors by age group, US & Europe, 2006

Table 36: Impact of pets on clothing odors by age group, US & Europe, 2006

Table 37: Number of cats and dogs held as pets (m) in selected countries, US & Europe, 2001-2011

Table 38: Frequency of washing machine usage, US & Europe, 2006

Table 39: Frequency of tumble dryer machine usage, US & Europe, 2006

Table 40: Frequency of ironing, US & Europe, 2006

Table 41: Frequency of dry cleaning, US & Europe, 2006

List of Figures

Figure 1: Laundry appliance ownership by country, US & Europe, 2006

Figure 2: The Laundromat Café in Denmark may signal the future of the laundry care market

Figure 3: Social factors may alter the marketing model of the laundry detergent market

Figure 4: Weekly laundry occasions by gender, US, 2006

Figure 5: Weekly laundry occasions by gender, Europe, 2006

Figure 6: European men and women react very differently to laundry product fragrances

Figure 7: Positive attitudes towards ethical consumption are beginning to translate into actual behavior

Figure 8: Making efficacy, convenience and ethics the core attributes of future laundry care innovations will be important to future success

Figure 9: Ag Shower and Eco-balls epitomize the novel thinking that has potential to shake-up laundry care

Figure 10: Eco-friendly detergents will soon become mainstream

Figure 11: The container principle can determine the optimum compromise between convenience and efficiency

Figure 12: Reducing mess is important to consumers and can be addressed via packaging amendments

Figure 13: Lateral thinking can also help to reduce mess

Figure 14: Scent is one source of differentiation that remains under-exploited

Figure 15: Engaging consumers through creative and engaging content will

Figure 16: Europeans and Americans place considerable importance on their personal appearance and are spending more time on looking good as a result

Figure 17: There is an opportunity to market high-end fabric care products to consumers who place importance on appearance through the clothing they wear

Figure 18: Practical options to reduce garment deterioration caused by ironing already exist

Figure 19: Ironing should be made more enjoyable as well as easier

Figure 20: The laundry market sits at a strategic crossroads

Figure 21: Pet ownership presents a growing opportunity for laundry products

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Contacts

Reportlinker
Nicolas Bombourg, +33 437 37 16 37
nbo@reportlinker.com

Contacts

Reportlinker
Nicolas Bombourg, +33 437 37 16 37
nbo@reportlinker.com