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Household Detergents & Cleaners Market Assessment 2007
Key Note Publications Ltd, April 2007, Pages: 92
The UK market for household soaps and detergents comprises products for fabric care, household cleaning and dishwashing. The market was valued at £2.05bn in 2006, having increased by 7.8% since 2002.
Fabric care products form the largest product segment and include washing powder and liquid detergents, and fabric conditioners. Much of the innovation in the sector has centred on extending current brands into new formats, most recently liquitabs. Brand sharing is also a feature, with products such as Ariel with Febreze and Persil with the Freshness of Comfort. Premium fragrances and formats are also a focus of innovation.
The household cleaning sector has many long-established product sectors such as bleaches and liquid cleaners. New products have taken two main approaches. Multipurpose products target a range of occasions and uses and have focused on offering effective cleaning across these. Task-specific products target those with a more structured approach to cleaning or those who have the need to deal with particular cleaning needs. `Power' formulations have also been apparent, with the emergence of brands such as Cillit Bang and new formulations for the Flash brand.
In the dishwashing sector, rising household ownership of dishwashers has led to growing sales in the face of a steadier hand washing market. The entry of the Fairy brand into the dishwashing sector in 2006 provided a significant boost to brand spending in the sector to compete with names such as Finish.
The household soaps and detergents sector is dominated by a handful of major companies responsible for the leading manufacturer brands. Retailer own-label products also take up significant market share. The major manufacturers include Unilever, Procter & Gamble, Reckitt Benckiser and SC Johnson, all of which are international groups.
There remains scope for growth in the household detergents and cleaners market. A spotlight on environmental issues, as well as influences from the wider consumer market towards more natural products, is one driver of development. More effective formulations are also a driver of innovation. The rise in household numbers in the UK offers a positive environment to increase volume sales, while suppliers will also continue to pursue the development of a premium detergents and cleaners segment.
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