Laundry Care in the United Kingdom

2020 IMPACT

Stockpiling ahead of lockdown has modest positive impact on laundry care sales in 2020

Panic buying and stockpiling by UK consumers in 2020, most significantly before the first lockdown, was unprecedented. Most major retailers had to introduce rationing on some essential products to limit bulk purchases by consumers.

Hygiene concerns and staycation habits contributed to stable performance of some laundry care categories

Attention to hygiene and health concerns among UK consumers boosted sales of some laundry care products. In particular laundry sanitiser, a niche product before 2020, saw the biggest growth within laundry care as consumers focused their attention on hygiene and antibacterial and antiseptic products.

Average unit price increased as retailers limited promotions for a significant part of 2020

As UK consumers adopted panic buying and stockpiling at the beginning of the COVID-19 pandemic, major retailers had to significantly change their operations in order to make shopping both safe and efficient. As a way of discouraging stockpiling and making shopping as efficient and fast as possible, among other measures such as limits on number of items on some essential products, retailers significantly reduced the number of short-term promotions and discounting for a significant period of the year.

RECOVERY AND OPPORTUNITIES

Value growth of laundry care products is expected to slow down with increasing competition between retailers and economic uncertainty

Despite tough market conditions, dramatic changes in consumers’ habits and lifestyles, laundry care sustained positive value growth in the UK in 2020. This was mainly due to the increase in average unit price, and marginally due to increased demand for laundry sanitisers.

Convenience of concentrated liquid and liquid tablet detergents will drive healthy growth of laundry care

Despite low consumer confidence due to economic uncertainty and the health crisis, they have not cut back their spending in areas such as hygiene and households, including laundry care. This can be explained by saving on commuting, holidays or going out throughout the year, and switching priorities towards households and home products in general, caused by the apparent health threat.

Health-conscious and time-strapped consumers will drive growth within specific laundry care subcategories

Opportunity for growth within laundry care over the forecast period lies in product categories that position themselves either as freshening up and refreshing garments, or products with perceived hygiene or health benefits. UK consumer are likely to continue seeking products that bring freshness or scents, such as scent boosters, and, as they return to office workplaces, seek time-saving products for in-between washes with these attributes, specifically fabric fresheners.