Table of Contents
- Overview
- Executive Summary
- The overall household care market is mature and shows modest growth
- Home hygiene and laundry care occasions are declining in frequency after
previous growth
- Personal appearance still matters, with the number of laundry occasions
growing in some countries
- The slow move to gender equality is shaping household and laundry
occasions
- Outsourcing currently represents a small proportion of laundry occasions
- Table of Contents
- Table of figures
- Table of tables
- THE FUTURE DECODED
- TREND: The overall household care market is mature and shows modest
growth
- Market growth is forecast to be relatively similar across all
countries in the next five years
- Spanish and UK consumers spend the most on household and laundry care
products on a per capita basis
- The household products' market is growing faster than the laundry care
market
- The laundry care market is stable with little growth
- Population change is the key growth driver in the laundry care market
- TREND: Home hygiene and laundry care occasions are declining in
frequency following previous growth
- Home cleaning occasions between 2006 and 2011 are expected to decline
in frequency
- Clothes washing occasions show a varied pattern of growth and decline
- Changes in work and society are affecting clothes washing occasion
dynamics
- French, Italian and US clothes washing occasions are showing the
highest growth
- The frequency of hand washing clothes is expected to show only
moderate growth
- Tumble drying occasions follow a similar pattern to clothes washing by
machine
- Consumers are not changing their dry cleaning habits significantly at
present
- Consumers' launderette usage occasions have the potential to define
the future of laundry occasions
- INSIGHT: Per capita occasions show consumers are less concerned about
home cleaning
- Consumers are house proud but this does not significantly drive
household cleaning
- The decline in per capita household cleaning occasions is forecast
to continue over the next five years
- INSIGHT: Personal appearance still matters, with laundry occasion
numbers growing in some countries
- Large drum washing machines and smoking bans partly explain falling
clothes washing occasions
- Hand washing occasions numbers should remain stable
- In some countries, consumers are using the tumble dryer less frequently
- Ironing is the most disliked household care task, but consumers are
doing it more often
- Consumers' use of dry cleaning remains stable
- Consumers' launderette usage is expected to remain flat in the
immediate future
- Laundrette occasion dynamics are likely to change more steeply
- INSIGHT: The slow move to gender equality is shaping household and
laundry occasions
- Men have been playing a more active role in home cleaning but are from
perfect
- Most men are using the washing machine more frequently
- Men do a surprisingly large share of clothes hashing by hand
- Tumble dryer gender usage variances mirrors that of washing machines
- Ironing is more gender-neutral because of the changing manner in which
consumers approach the task
- Dry cleaning occasions are dominated by male consumers
- Women are less likely to use launderettes than males
- INSIGHT: Outsourcing currently represents a small proportion of laundry
occasions
- Clothes washing is outsourced less than one might expect
- Ironing is one task for which outsourcing may increase substantially
- Conclusions
- The market for products used in cleaning the home and clothing is a
stable and mature
- Changes in workplace norms, as well as financial and ecological
concerns, are expected to impact future laundry care occasions
- Arguably the biggest change in consumer behaviours is the increasing
share of domestic chores being carried out by men
- Despite an inherent dislike of household chores, consumers are
reluctant to outsource such tasks
- ACTION POINTS
- ACTION: Connect with younger adults to gain brand loyalty
- Help Young Adults become more domesticated with practical products
- Connect with Young Adults using fun engagements
- ACTION: Explore new eco-friendly formulation opportunities
- Formulate low impact cleansers to alleviate asthma symptoms
- ACTION: Offer higher value, more effective and more convenient solutions
to help compensate for declining household care occasions
- ACTION: Place graphic instructions on the front of all household products
- ACTION: Incorporate fragrance into all household and laundry products to
promote consumers' well-being
- APPENDIX
- Additional data
- Definitions
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Household and laundry products market value (US$ m), US &
Europe, 2001-2011
- Table 2: Per capita adult (18+) household and laundry products market
value (US$), US & Europe, 2001-2011
- Table 3: Household products market value (US$ m), US & Europe,
2001-2011
- Table 4: Per capita adult (18+) Household products market value (US$),
US & Europe, 2001-2011
- Table 5: Laundry products market value (US$ m), US & Europe,
2001-2011
- Table 6: Per capita adult (18+) laundry products market value (US$),
US & Europe, 2001-2011
- Table 7: Overall weekly home cleaning occasions by country, US &
Europe, 2001-2011
- Table 8: Weekly clothes washing occasions by machine and country, US
& Europe, 2001-2011
- Table 9: Overall weekly clothes washing occasions by hand (millions),
by country, US & Europe, 2001-2011
- Table 10: Weekly tumble drying occasions by country (millions), US
& Europe, 2001-2011
- Table 11: Overall ironing weekly occasions by country (millions), US
& Europe, 2001-2011
- Table 12: Weekly dry cleaning occasions by country, US & Europe,
2001-2011
- Table 13: Weekly launderette occasions by country US & Europe,
2001-2011
- Table 14: Weekly per capita home cleaning occasions by country, US
& Europe, 2001-2011
- Table 15: Per capita adult (18+) clothes washing by machine weekly
occasions by country, US & Europe, 2001-2011
- Table 16: Per capita clothes washing by hand weekly occasions by
country, US & Europe, 2001-2011
- Table 17: Per capita tumble drying weekly occasions by country, US
& Europe, 2001-2011
- Table 18: Per capita ironing weekly occasions by country, US &
Europe, 2001-2011
- Table 19: Per capita dry cleaning weekly occasions by country, US
& Europe, 2001-2011
- Table 20: Per capita launderette usage weekly occasions by country, US
& Europe, 2001-2011
- Table 21: Per capita home cleaning weekly occasions by country and
gender, US & Europe, 2001-2011
- Table 22: Proportion (%) of weekly per capita home cleaning occasions
by country and gender, US & Europe, 2001-2011
- Table 23: Weekly per capita clothes washing occasions by machine, by
country and gender, US & Europe, 2001-2011
- Table 24: Proportion (%) of per capita clothes washing by machine
weekly occasions by country and gender, US & Europe, 2001-2011
- Table 25: Per capita weekly hand washing clothing occasions, by
country and gender, US & Europe, 2001-2011
- Table 26: Proportion (%) of per capita Clothes washing by hand weekly
occasions by country and gender, US & Europe, 2001-2011
- Table 27: Per capita Tumble drying weekly occasions by country and
gender, US & Europe, 2001-2011
- Table 28: Proportion (%) of per capita Tumble drying weekly occasions
by country and gender, US & Europe, 2001-2011
- Table 29: Per capita Ironing weekly occasions by country and gender,
US & Europe, 2001-2011
- Table 30: Proportion (%) of weekly per capita ironing occasions by
country and gender, US & Europe, 2001-2011
- Table 31: Weekly per capita dry cleaning occasions, by country and
gender, US & Europe, 2001-2011
- Table 32: Proportion (%) of weekly per capita dry cleaning occasions
by country and gender, US & Europe, 2001-2011
- Table 33: Per capita Launderette usage weekly occasions by country and
gender, US & Europe, 2001-2011
- Table 34: Proportion (%) of per capita Launderette usage weekly
occasions by country and gender, US & Europe, 2001-2011
- Table 35: Proportion of outsourced clothes washing by gender, US &
Europe, 2006
- Table 36: Proportion of outsourced ironing by gender, US & Europe,
2006
- List of Figures
- Figure 1: Many diverse factors affect the household care market
- Figure 2: Laundry appliance ownership by country, US & Europe, 2006
- Figure 3: Informal dress codes in business will reduce the need for
dry cleaning
- Figure 4: Ironing occasions will decline if new washing machine
technology proves popular
- Figure 5: Changing consumer preferences could radically alter laundry
care product marketing
- Figure 6: Gender share of overall home cleaning occasions, US &
Europe, 2006
- Figure 7: Gender share of clothes washing by machine, US & Europe,
2006
- Figure 8: Gender share of clothes washing by hand, US & Europe,
2006
- Figure 9: Gender share of tumble drying, US & Europe, 2006
- Figure 10: Gender share of ironing, US & Europe, 2006
- Figure 11: Gender share of dry cleaning, US & Europe, 2006
- Figure 12: Gender share of launderette usage, US & Europe, 2006
- Figure 13: The Swash store is another innovative Procter & Gamble
marketing initiative in laundry care
- Figure 14: Festival-based initiatives can even be applied to laundry
brands
- Figure 15: Supermarket shelves will surely contain many more such eco
products in future
- Figure 16: ' Leave-to-work' products have the potential to boost the
number of cleaning occasions
- Figure 17: Graphical instructions on cleaning products have many
consumer benefits
- Figure 18: Natural concept aromas in household products fit well with
consumers' preferences
- Figure 19: Gender share of household and laundry tasks, France, 2006
- Figure 20: Gender share of household and laundry tasks, Germany, 2006
- Figure 21: Gender share of household and laundry tasks, Italy, 2006
- Figure 22: Gender share of household and laundry tasks, Netherlands,
2006
- Figure 23: Gender share of household and laundry tasks, Spain, 2006
- Figure 24: Gender share of household and laundry tasks, Sweden, 2006
- Figure 25: Gender share of household and laundry tasks, UK, 2006
- Figure 26: Gender share of household and laundry tasks, US, 2006
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