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Table of Contents
- Issues in the Market
- Definition
- Consumer research
- Abbreviations
- Market in Brief
- First positive signs in the market
- Consumer confidence is low
- Environmental issues creep higher up the agenda
- High levels of innovation
- Little change in market shares
- Consumer preference for liquids
- Internal Market Environment
- Key Points
- Laundry appliance ownership
- Figure 1: Trends in ownership of household laundry appliances, by
country, 2002-07
- Figure 2: Ownership of washing machines and tumble dryers in France, by
demographic sub-group, 2007
- Attitudes towards environmental issues
- Figure 3: Environmental credentials, 2002-07
- Disposable fashion
- Broader Market Environment
- Key Points
- Young children are important to the laundry market
- Figure 4: Trends in French population, by age, 2002-12
- Households get smaller
- Figure 5: Trends in number of households in France, by size, 2000-05
- Working women
- Figure 6: Trends in French employment, 2000-05
- Economic discontent
- Figure 7: Trends in French PDI, consumer expenditure and GDP, at current
prices, 2002-12
- Environmental issues
- The CHARTER initiative
- Eco-legislation -- REACH
- Who' s Innovating?
- Key Points
- Innovation in a European context
- Figure 8: New launches by country, 2003-07
- Figure 9: New launches by sub-category, France, 2005-07
- Figure 10: New launches by company*, France, 2005-07
- Detergents go for value-added and ecological positionings
- Laundry aids
- Ancillary products
- Market Size and Forecast
- Key Points
- Figure 11: French retail value sales of clothes-washing products, at
current and constant prices, 2002-12
- Figure 12: French value sales of clothes-washing products, by type,
2002-12
- Forecast
- Figure 13: % growth/decline in French retail value sales of laundty
products, by sector, 2002-12
- Slow movement
- Factors used in the forecast
- Segment Performance
- Key Points
- Figure 14: French retail value sales of laundry products, by type.
2002-12
- All-purpose grows as specialist falls
- Figure 15: French retail value sales of laundry detergent, at current
and constant prices, 2002-12
- Figure 16: French retail value sales of laundry detergents, by type,
2005-07
- Eco-friendly products benefiting from environmental awareness
- Liquid detergents lead in France
- Figure 17: French retail value sales of all-purpose laundry detergents,
by type, 2005-07
- Specialist products, except for sensitive skin, are falling
- Figure 18: French retail value sales of specialist laundry detergents,
by type, 2005-07
- Laundry aids
- Figure 19: French retail value sales of laundry and ironing aids, at
current and constant prices, 2002-12
- Figure 20: French retail value sales of laundry and ironing aids, by
type, 2005-07Figure 21: French retail value sales of fabric conditioners and
tumble dryer sheets, by type, 2005-07
- Ancillary products
- Figure 22: French retail value sales of ancillary products, at current
and constant prices, 2002-12
- Figure 23: French retail value sales of ancillary products, by type,
2005-07
- Figure 24: French retail value sales of detergent boosters and stain
removers, by type, 2005-07
- Market Share
- Key Points
- Promotional spend and innovation helps the market leaders stay on top
- Figure 25: Manufacturers' value shares of clothes-washing products*
through hypermarkets and supermarkets, 2005-07
- Figure 26: Manufacturers' value shares of clothes-washing detergents
through hypermarkets and supermarkets, 2005-07
- Figure 27: Brands' value shares of clothes-washing detergents through
hypermarkets and supermarkets 2005-07
- Fabric conditioner brands struggle -- Cajoline does best
- Figure 28: Brands' value shares of fabric conditioners through
hypermarkets and supermarkets, 2005-07
- Leading stain removers benefit from promotional support
- Figure 29: Brands' value shares of detergent boosters and stain removers
through hypermarkets and supermarkets, 2005-07
- Companies and Products
- Colgate Palmolive
- Eau Ecarlate
- Henkel
- La Johnson Française
- Lever Faberge
- Procter & Gamble
- Reckitt Benckiser
- Brand Communication and Promotion
- Key Points
- Figure 30: Main monitored media advertising expenditure on laundry
products, by country, 2005-07
- Figure 31: Main monitored media advertising expenditure on laundry
products, France, 2005-07
- Figure 32: Main monitored media advertising expenditure on laundry
products, company and brand, France, Jan-Nov 2007
- Channels to Market
- Key Points
- Figure 33: French value sales of clothes-washing products, by
distribution channel, 2005-07
- Figure 34: Number of French retail outlets, 2000-04
- The Consumer -- Pan-European Overview
- Key Points
- Liquids beat powders and tablets by some margin
- Figure 35: Penetration of clothes-washing detergents, by country, 2007
- Fabric conditioners lack ' must have' status
- Figure 36: Penetration of fabric conditioners, by country, 2007
- Specialist care from regular detergents
- Figure 37: Use of delicate or sensitive skin detergents, by country,
2007
- Stain removers develop their fan base
- Figure 38: Penetration of stain removers and fabric fresheners, by
country, 2007
- Softener users are regular users
- Figure 39: Penetration and frequency of using clothes-washing
detergents, by country, by type, 2007
- The Consumer -- Trends in Product Use in France
- Key points
- Liquid detergents increasing consumer base at expense of all other
variants
- Figure 40: Trends in using clothes washing detergents, France, 2003-07
- Conditioners lose out
- Figure 41: Trends in usage of fabric conditioners, France, 2003-07
- Stain removers are far more essential than fabric fresheners
- Figure 42: Trends in usage of stain removers and fabric fresheners,
France, 2003-07
- Trends in frequency of use
- Figure 43: Trends in frequency of using clothes-washing detergents, by
type, 2003-07
- The Consumer --Use of Laundry Products in France
- Key points
- Key volume users -- 35-44s, larger households with children
- Laundry product use by detailed demographics
- Washing powder
- Figure 44: Penetration and frequency of using washing powder, 2007
- Washing tablets
- Figure 45: Penetration and frequency of using washing tablets, 2007
- Washing liquids
- Figure 46: Penetration and frequency of using washing liquids, 2007
- Fabric conditioners
- Figure 47: Penetration and frequency of using fabric conditioners, 2007
- Stain removers
- Figure 48: Penetration and frequency of using stain removers, 2007
- The Consumer -- Purchasing Behaviour and Attitudes
- Key Points
- Purchasing methods for household cleaning products compared
- Figure 49: Household purchasing patterns for cleaning and laundry
products, France, 2006
- Brand loyalty is primary purchasing motivator
- Scope to market fabric softeners in a similar way to fresheners
- Brands are more important in laundry detergent
- Laundry product purchasing patterns compared by country
- Figure 50: Household purchasing patterns for laundry detergent, by
country, 2006/07
- French and Britons are most loyal to preferred laundry detergent
- Figure 51: Household purchasing patterns for fabric conditioners, by
country, 2006/07
- Brand owners less able to count on customer loyalty in fabric softeners
- Attitudes -- highlighting scent and caring qualities
- Figure 52: Selected attitudes towards clothes and shopping, by country,
2007
- Figure 53: Attitudes towards shopping and clothes, France, 2007
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