SHOPPERS are increasing the number of clothes care products they are buying and are buying them more frequently, according to Katharine Crossland, Unilever commercial manager for laundry.
“This is down to a variety of factors including NPD and greater demand for certain formats,” she said. “The biggest drivers within the laundry market remain unchanged, with the demand for great cleaning, sensitive skin and fragrance ever-present.
“Concentrated formats have been incredibly popular as consumers look for more convenient offerings and efficient dosage systems.”
Last year, Comfort launched its Comfort Intense range – a fabric conditioner designed to provide longer-lasting, post-wash freshness, but in a super-concentrated 15ml formula.
“The sensitive market is another growing area and trend within the laundry category,” said Crossland. “With 11.9% of households having children between the ages of 0-4, consumers are concerned with finding the best products for their children’s young and sensitive skin and are looking for kind-to-skin formulas which meet this need.”
In response, Comfort has extended its Comfort Intense range with the launch of Comfort Pure Ultra Concentrate, which it describes as a concentrated and sensitive formula designed to cater to young families looking for increased softness and more washes in small, convenient packs.
• With laundry brands premiumising and prioritising new types of pack, there are opportunities for retailers to grow sales in own-label laundry products over the coming months, argues symbol group Spar.
“The own-label laundry market is in growth of 6.9%,” said Spar UK’s Ben Brown. “Own label is essential in the laundry category to offer consumers lower-cost options. A strong own-label proposition really drives credibility, as customers are conscious of laundry products on their bodies, clothes and the environment.”
Major trends in the market include ever-increasing concern about the environment, premiumisation, low-temperature washes and concentrated formulas, he said.
• If merchandised correctly, home and fabric care categories can make a real difference to independent retailers’ bottom line during the key sales period of summer, according to Leigh Tomlinson, head of convenience at P&G.
As the weather gets warmer, more and more people like to cook outdoors, but while barbecues may be great fun, they can also be very messy.
“P&G’s top-selling brands provide shoppers with everything they need to face barbecue season head-on,” said Tomlinson. “Must-have products include Fairy Power Spray, which fights stubborn stains and grease; Fairy All-in-One Dishwasher Tablets to leave both dishes and dishwashers sparkling; Flash Liquid Gel to rid kitchen and bathroom surfaces of muddy footprints in seconds and Ariel 3 in 1 Pods to remove stubborn stains after the first wash.”