Abstract
Home laundry is such a mature market that both volume and value growth is difficult to achieve, being significantly affected by price promotions. The focus is very much on fighting for brand share rather than extending usage. However, there are opportunities for the smaller manufacturers operating in particular segments such as stain removal which still exhibits a comparatively low level of use. Mounting consumer concern about environmental issues is also a challenge that manufacturers across the whole market are addressing.
The report examines the retail market for products used for washing, cleaning and freshening clothes including laundry detergents, detergent boosters, stain removers, fabric conditioners and clothes refreshment products.
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