Abstract
A mature category with stable household penetration overall, the home laundry products market has seen minimal growth over the past five years, with dollar sales increasing at about the rate of inflation. In the past couple of years, however, the category has experienced an uptick, as leading brands have introduced a number of new products that provide added benefits such as fabric softening and stain fighting, plus a variety of exotic new fragrances. The recent conversion to concentrated liquid detergent formulas, mandated by Wal-Mart, may continue to spur interest in the category overall.
This report includes in-depth analysis of the following factors:
- An overview of the market as a whole as well as a detailed examination of recent activity in the category' s various segments, each of which has its own distinct competitive set and consumer dynamics.
- A perspective on the enduring success of Procter & Gamble and its key brands, which collectively control over half of the category.
- The results of an exclusive Mintel consumer survey of category users. Of particular interest to marketers and retailers who are looking to increase sales and share, Mintel explores a range of potential growth opportunities that leverage insights at various points in the home laundry consumer experience.
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