Executive Summary
The UK market for household soaps and detergents comprises fabric-washing products, dishwashing products and household cleaning products. The market was valued at £1.76bn in 2000 and since the mid-1990s has shown little positive growth.
Fabric-washing products form the largest sector of the market and include washing powder, liquid detergents, fabric conditioners and tumble dryer sheets. New format detergents have had a great impact in the market with the introduction of liquid products, then tablet detergents took the lead, taking a substantial segment of the market share. However, most of these introductions, while adding value by selling at higher price points than established formats, have had little impact in growing the size of the total market. Newer innovations, such as fabric fresheners and products for dry-clean-only clothes, have had a greater success in creating new categories in the market.
In the dishwashing products sector, rising household ownership of dishwashers has led to growing sales of machine dishwashing products, in the face of a stagnating and declining hand washing-up liquid market. This growth has been further boosted by the introduction of new products, such as two-in-one tablets for dishwashers.
The household cleaning products sector has many long-established products, such as bleaches and liquid cleaners, yet as with the rest of the market, a high level of price discounting and everyday low price (ELP) activity has had a negative impact on market values, without boosting volumes. New products have been targeting consumer desires for greater convenience, including wipes and sprays.
The household soaps and detergents market is dominated by a handful of major companies, responsible for the leading manufacturer brands. Retailer's own-label products also take up significant market share. The late 1990s saw a period of consolidation, when many manufacturers rationalised and consolidated their brand portfolios concentrating on powerbrands, such as Persil and Domestos. Suppliers now tend to launch products as sub-brands of established names, rather than invest in new brand creation.
Overall, the household soaps and detergents market is mature and therefore future growth will be minor. However, new product categories and some segments, such as convenience products, are performing better than others. New products, such as measured liquid washing detergent, spray shower cleaners and mousse cleaners have been well received. Sales growth in current prices will remain positive.
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