Summary
"UK Laundry & Cleaning - 2018", report offers comprehensive insight and analysis of the Laundry & Cleaning market (including forecasts up to 2023), the major players, the main trends, and consumer attitudes. It provides in-depth analysis of the following: the hot issues impacting the market, strategies for success, market sizes and forecasts, retailer profiles, retailer market shares, consumer data and future outlook. The report focuses on General Cleaning and Laundry. Consumer data is based on our 2018 UK Laundry & Cleaning survey, using a panel of 2,000 nationally representative consumers.
In 2018, category spend is set to grow 1.2% on 2017. Sluggish sales are driven by low consumer confidence and the cool housing market, meaning that purchases of larger items, often made when moving home, are being delayed. Growth in 2018 will be driven by mops & buckets as well as brooms and bushes, which are proving popular due to the trend for hard flooring. Driven by new store openings and their value credentials, price-focused general merchandisers, including B&M, Poundland and Home Bargains will be the key winners in terms of category sales and share in 2018.
Scope
- Replacement is the key category purchase motivation
- The shopper base for laundry & cleaning products is largely dominated by women.
- The majority of category consumers loathe doing the housework and 9.8% indicated they regularly pay for someone else to do the cleaning at home.
Reasons to buy
- Understand how replacement motivation and the cool housing market is limiting sales
- Learn how the hard floor trend has aided sales of mops & brooms
- Understand the impact of reduced floor space in new homes.
Companies Mentioned
IKEA
Tesco
ASDA
Wilko
Sainsbury's
B&M
Home Bargains
Argos
Morrisons
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Table of Contents
ISSUES AND STRATEGIES
Key issues and retailer strategies:
Replacement motivation & cool housing market limits sales
Price-focused general merchandisers gain share
Shoppers loathe doing the housework
The floor space of new homes is decreasing
THE MARKET
Market headlines
Overall sector size and growth
Sector size and growth: mops & buckets
Sector size and growth: brooms & brushes
Sector size and growth: cleaning cloths & dusters
Sector size and growth: cleaning bins & storage
Sector size and growth: drying
Sector size and growth: ironing
Category growth and size 2018-2020
Online dynamics
Channels of distribution
THE RETAILERS
Retailer prospects
Market shares
Key comparatives
Retailer profiles
IKEA
Tesco
ASDA
Wilko
Sainsbury's
B&M
Other retailers: Shop Home Bargains, Argos, Morrisons
THE CONSUMER
Headlines
Net agreement statements
Household cleaning - use of professional cleaning services
Laundry - ironing behaviour
Laundry - drying behaviour
Research process
Penetration and profiles
Average spend
Brands purchased
Purchase motivation
Retailer usage
Conversion rates
Retailer usage by segment
Drivers of retailer choice
Channel usage
Fulfilment
Things retailers should improve on
FURTHER DETAILS
Methodology
Market sizing
List of Tables
Category growth and size by sub-category, 2018-20e
Channels of distribution, 2018e and 2023e
Table of key comparatives for top five retailers, financial year ending 2018
Penetration by product, 2018
Average spend by subcategory
Purhcase motivation
Retailer usage by subcategory, 2018
Conversion rates
Retailer usage by segment 2018
Drivers of store choice by retailer
Channel usage for Laundry & Cleaning subcategories, 2018
Online fulfilment for Laundry & Cleaning subcategories, 2018
Things retailers should improve on: by retailer
List of Figures
Market size - total market, 2017-23e
Market growth - total market, 2017-23e
Market volume growth - total market, 2017-23e
Market inflation growth - total market, 2017-23e
Market size - Mops & buckets, 2017-23e
Market growth - Mops & buckets, 2017-23e
Market size - Brooms & brushes, 2017-23e
Market growth - Brooms & brushes, 2017-23e
Market size - Cleaning cloths & dusters, 2017-23e
Market growth - Cleaning cloths & dusters, 2017-23e
Market size - Drying, 2017-23e
Market growth - Drying, 2017-23e
Market size - Ironing, 2017-23e
Market growth - Ironing, 2017-23e
Category growth and size by sub-category, 2018-20e
Online market size and penetration, 2017-23e
Online and offline market growth, 2017-23e
Channels of distribution, 2018e and 2023e
Top 10 Laundry & Cleaning retailers, 2018e
Change in share among top 10 Laundry & Cleaning retailers on 2017
Laundry & Cleaning market share for IKEA, 2016-18e
Retailer demographics for IKEA, 2018
Customer share overall by category for IKEA, 2018
Laundry & Cleaning market share for Tesco, 2016-18e
Retailer demographics for Tesco, 2018
Customer share overall by category for Tesco, 2018
Laundry & Cleaning market share for ASDA, 2016-18e
Retailer demographics for ASDA, 2018
Customer share overall by category for ASDA, 2020
Laundry & Cleaning market share for Wilko, 2016-18e
Retailer demographics for Wilko, 2018
Customer share overall by category for Wilko, 2018
Laundry & Cleaning market share for Sainsbury's, 2016-18e
Retailer demographics for Sainsbury's, 2018
Customer share overall by category for Sainsbury's, 2018
Laundry & Cleaning market share for B&M 2016-18e
Retailer demographics for B&M, 2018
Customer share overall by category for B&M, 2018
Net agreement statements, 2018
Household cleaning - use of professional cleaning services
Laundry - ironing behaviour
Laundry - drying behaviour
Research process for Laundry & Cleaning, 2018
Time spent on research process for Laundry & Cleaning, 2018
What did customers research when buying Laundry & Cleaning, 2018
Overall penetration for Laundry & Cleaning, 2018
Profile by demographic for Laundry & Cleaning, 2018
Penetration by region for Laundry & Cleaning, 2018
Overall penetration for General Cleaning, 2018
Profile by demographic for General Cleaning, 2018
Penetration by region for General Cleaning, 2018
Overall penetration for Laundry, 2018
Profile by demographic for Laundry, 2018
Penetration by region for Laundry, 2018
Penetration by demographic and subsectors of Laundry & Cleaning, 2018
Brands purchased for mops, 2018
Brands purchased for indoor bins, 2018
Brands purchased for mops, 2018
Brands purchased for indoor airers, 2018
Brands purchased for ironing boards, 2018
Retailer usage for overall Laundry & Cleaning, 2018
Drivers of retailer choice, 2018
Channel usage for overall Laundry & Cleaning, 2018
Online fulfilment for Laundry & Cleaning, 2018
