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Strategy Briefing

Global Laundry Care 2016: An Age of Powering On

Apr 2016

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Laundry detergents is the defining category in the laundry care market, making up the bulk of volume and value sales. Movements in this category on a global level will define the direction the laundry care market will take, but this is not to dismiss the dynamism of laundry aids as format developments and formulation concentration change the way consumers do their washing.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Locating powermarkets for powerbrands

Identifying the markets with favourable criteria for powerbrands to thrive and take advantage of low-base growth rates.

Economisation and convenience continue to shift focus to internet retailing

Internet penetration rates are on the up and along with the onset of m-commerce consumers will continue to reap the benefits of this non-store shopping channel as a main shopping method.

Private label shifts to developing and emerging (D&E) markets

As the category matures in developing and emerging markets, modern retailers will seek to take back control over their merchandising space by introducing own brands in the competitive landscape.

Decentralised geographic breadth

Laundry care will continue to be controlled by a small number of brands in a handful of key markets, so this will spur a wave of geographic expansion into countries with more limited purchasing power.

Chinese brands top performance list, but still reliant on single market

Chinese detergent makers top the performance list with their single-market brands with little sign of international expansion on the horizon.

Demand for concentrated detergents slowing

Concentrated detergents’ contribution to volume sales over 2015-2020 is expected to fall to being one of the least significant due to the rising demand for standard formats in D&E markets also supported by consumers switching from hand to machine washing.

Compact powder has no future?

Global detergent makers remain on the path of prioritising liquid tablets/ pods over compact powder. But will this category disappear completely?

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Introduction

Scope

Key findings

Market Performance

Laundry care: A median category

Global l aundry care market: Little consolidation movement

Top top-performers: China detergent brand makers

Henkel overtakes competition in Australasia

Category Performance

Standard d etergents at the helm

Standard vs concentrated d etergents operating at parity

Formula concentration slows down volume sales

Liquid t ablet detergents: Most dynamic in 2015

Compact powder detergents: Losing category of 2015

Economic necessity, economic privilege: Monodose detergents

Raising the bar with monodose sachets

Intellidose : Next step in monodose technology

India’s disruptive innovation: Convenient and cheap

Nigeria brand development

Geography Performance

Hyperinflationary pressures shift value sales in D&E markets

Dispersed geographic drivers determine laundry care sales

Biggest contributors: Big populations and high development rate

Forecast: Laundry care value sales rely on Asia Pacific

Saturated developed markets are biggest losers

Private label growth d rivers shift to developing/emerging m arkets

Private label growth supported by old and new formats

Channel Performance

Non-store and austerity dollar stretching consumption

Economisation and convenience in developing markets

Internet stealing the show in non-store retailing

Asia Pacific drives home care global internet retailing sales

Case study: Convenience and fast fashion link-up in South Korea

Brand Strategy

RB enters detergents via laundry aids?...

…while Henkel joins laundry aids race with Spotless buy

What defines a powerbrand ?

Era of the powerbrand ?

Powerbrands power on

High powerbrand share global p layers

Lower p owerbrand share global players

Powerbrand target markets in laundry care

Recommendations

What next?

Key takeaway: Identifying powermarkets for a powerbrand

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Global Laundry Care 2016: An Age of Powering On

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Locating powermarkets for powerbrands

Economisation and convenience continue to shift focus to internet retailing

Private label shifts to developing and emerging (D&E) markets

Decentralised geographic breadth

Chinese brands top performance list, but still reliant on single market

Demand for concentrated detergents slowing

Compact powder has no future?

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Market Performance

Laundry care: A median category

Global l aundry care market: Little consolidation movement

Top top-performers: China detergent brand makers

Henkel overtakes competition in Australasia

Category Performance

Standard d etergents at the helm

Standard vs concentrated d etergents operating at parity

Formula concentration slows down volume sales

Liquid t ablet detergents: Most dynamic in 2015

Compact powder detergents: Losing category of 2015

Economic necessity, economic privilege: Monodose detergents

Raising the bar with monodose sachets

Intellidose : Next step in monodose technology

India’s disruptive innovation: Convenient and cheap

Nigeria brand development

Geography Performance

Hyperinflationary pressures shift value sales in D&E markets

Dispersed geographic drivers determine laundry care sales

Biggest contributors: Big populations and high development rate

Forecast: Laundry care value sales rely on Asia Pacific

Saturated developed markets are biggest losers

Private label growth d rivers shift to developing/emerging m arkets

Private label growth supported by old and new formats

Channel Performance

Non-store and austerity dollar stretching consumption

Economisation and convenience in developing markets

Internet stealing the show in non-store retailing

Asia Pacific drives home care global internet retailing sales

Case study: Convenience and fast fashion link-up in South Korea

Brand Strategy

RB enters detergents via laundry aids?...

…while Henkel joins laundry aids race with Spotless buy

What defines a powerbrand ?

Era of the powerbrand ?

Powerbrands power on

High powerbrand share global p layers

Lower p owerbrand share global players

Powerbrand target markets in laundry care

Recommendations

What next?

Key takeaway: Identifying powermarkets for a powerbrand

Why buy this report?

Want to find out more about this report?

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