Slow but steady dollar sales growth in the home laundry category came to a halt in 2008, the result of recession-driven economizing and changing attitudes and behaviors in the laundry room. Yet, the slowdown has not affected all segments equally, and as shoppers reconsider brand selection, winners are emerging at even the most premium price points.
This report provides an in-depth analysis of the home laundry category and guidance for marketers and retailers looking to grow sales and share in this mature and highly competitive market. It shows:
- How segments within the category are competing more directly against one another for home laundry shoppers’ dollars - Major trends in new product development and examples of the most innovative - An overview of key themes in category advertising, including the impact of the recession on messaging - Why the biggest segment, detergents, will continue gaining share
