Laundry Care in the United Kingdom

PROSPECTS

Unit price increases contribute to growth

Laundry care saw higher retail current value growth in 2019 than in any year since 2014. Laundry care manufacturers suffered higher costs in 2019, due to trade tariffs, currency exchange rates and an increase in the prices of resources such as resin and kerosene.

Continued shift towards detergent tablets expected

The shift away from powder detergents, which started to gain momentum over the course of the review period, is set to continue over the forecast period. This development will be supported by the unprecedented success of liquid tablet detergents, which resonate well with time-strapped consumers, who are seeking more convenient products in all areas of home care.

Alternative business models and formats have the potential to disrupt

Aside from auto-dosing having an impact on the type of detergents purchased, it has also created a new way to market products, with direct-to-consumer models challenging the classical path to purchase. A rethinking of the old model will be required if the established brands in the market are to maintain their positions.

COMPETITIVE LANDSCAPE

Procter & Gamble leads thanks to a broad brand portfolio

Laundry care continued to be led by Procter & Gamble in value terms in 2019, benefiting from its large portfolio of brands, including Ariel, Fairy, Daz, Bold and Lenor. The company covers the range from economy to high-end, and recently focused on pushing more premium products.

Sustainability at the centre of home care players’ strategic direction

Sustainable product attributes are playing an increasingly important role in UK consumers’ purchasing decisions. The availability of green products has broadened significantly, and decisively green laundry care brands such as Method and Ecover have been witnessing strong value gains.

First Chinese brand launches in the UK market

Liby, the leading laundry care brand in China, was the first Chinese brand to launch a home care product in the UK. The manufacturer has worked with well-known brands from other areas, including award-winning perfumer Calice Becker and British design company Pearl Fisher, to develop a premium liquid detergent for the UK market.

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