The market for machine wash products, fabric conditioners, and other laundry lines rose just 1.4% to £1.2bn last year, according to the Grocer Top Products Survey 2006. Despite the domination of big-hitters Unilever and Procter & Gamble, it's a fixed consumption category and consumers only buy what they need. It has also been over-run with discounting and promotions. But now that's set to change.
Chris Pote, director of home and personal care at Unilever UK, says: "Price promotions in the laundry category have had a negative impact on category value in recent years. It is Unilever's strategy to pull back on this type of promotion in favour of activity that offers added value to consumers.
"Last year we ran two promotions on Persil - Be My Coach, which offered family coaching kits - and Happy Feet, which linked with the Warner Bros movie by giving away a free cuddly penguin."
The Happy Feet activity, he says, delivered outstanding results with packs generating a seven-times uplift in sales at some retailers.
Manufacturers agree future growth will come from consumers trading up so they've been encouraging them to do that.
P&G is starting the year with activity across three of its brands. Ariel and Lenor have been mixed with fabric freshener- the result is Ariel with Febreze effect and Lenor with Febreze effect. Louise Erdozain, commercial strategy manager for laundry, says the new products target 'scent-seekers' who want extra reassurance that their clothes are clean. She says it's the biggest ever multi-brand launch and represents a £40m sales opportunity.
A Tide version was launched in the US last summer - Tide with Febreze effect - and Erdozain says it was one of the first launches to drive category value. "Wal-Mart was bowled over by it," she adds. "Both products performed well in research here - Lenor with Febreze effect did well with 55% of all fabric conditioner users saying they would consider buying it. The Febreze lines will be premium priced - 10% more than standard Ariel and Lenor."
The big activity from Unilever last summer was the launch of Persil Colour Gel tablets. Pote says "early signs have shown retailers and consumers are buying into it".
Format is important to consumers. Powder holds the majority share of the detergent market, followed by tabs. Liquids and liquitabs have the smallest share.
Erdozain says it's dosing rather than format that represents a big opportunity because many consumers under-dose when washing. "Our focus is on liquitabs because you get more specific dosing with these."
Pote says gel tablets are the future for Unilever, which has made a major commitment to this format. Erdozain highlights fabric conditioner as another opportunity because not everyone uses it. P&G has just launched Fairy Naturals fabric softener with almond milk & honey, while Unilever is enjoying success with Comfort Crème.
Pote says: "The fabric conditioner category has needed penetration and innovation to drive value. Comfort Crème was introduced to get females aged 45-plus to use fabric conditioner again. It's brought more than 120,000 new users to the market and has also created a 'luxury' sub-sector. Asda and Sainsbury's have introduced similar own label products."
Unilever continues to look at reducing its environmental impact by reducing packaging and making laundry lines more efficient.
One manufacturer known for being environmentally friendly is Ecover. Its Integrated Non-Biological washing powder has been tested against conventional brands and was found to be just as effective. It's also had the Good Housekeeping stamp of approval.
Chris Pote, director of home and personal care at Unilever UK, says: "Price promotions in the laundry category have had a negative impact on category value in recent years. It is Unilever's strategy to pull back on this type of promotion in favour of activity that offers added value to consumers.
"Last year we ran two promotions on Persil - Be My Coach, which offered family coaching kits - and Happy Feet, which linked with the Warner Bros movie by giving away a free cuddly penguin."
The Happy Feet activity, he says, delivered outstanding results with packs generating a seven-times uplift in sales at some retailers.
Manufacturers agree future growth will come from consumers trading up so they've been encouraging them to do that.
P&G is starting the year with activity across three of its brands. Ariel and Lenor have been mixed with fabric freshener- the result is Ariel with Febreze effect and Lenor with Febreze effect. Louise Erdozain, commercial strategy manager for laundry, says the new products target 'scent-seekers' who want extra reassurance that their clothes are clean. She says it's the biggest ever multi-brand launch and represents a £40m sales opportunity.
A Tide version was launched in the US last summer - Tide with Febreze effect - and Erdozain says it was one of the first launches to drive category value. "Wal-Mart was bowled over by it," she adds. "Both products performed well in research here - Lenor with Febreze effect did well with 55% of all fabric conditioner users saying they would consider buying it. The Febreze lines will be premium priced - 10% more than standard Ariel and Lenor."
The big activity from Unilever last summer was the launch of Persil Colour Gel tablets. Pote says "early signs have shown retailers and consumers are buying into it".
Format is important to consumers. Powder holds the majority share of the detergent market, followed by tabs. Liquids and liquitabs have the smallest share.
Erdozain says it's dosing rather than format that represents a big opportunity because many consumers under-dose when washing. "Our focus is on liquitabs because you get more specific dosing with these."
Pote says gel tablets are the future for Unilever, which has made a major commitment to this format. Erdozain highlights fabric conditioner as another opportunity because not everyone uses it. P&G has just launched Fairy Naturals fabric softener with almond milk & honey, while Unilever is enjoying success with Comfort Crème.
Pote says: "The fabric conditioner category has needed penetration and innovation to drive value. Comfort Crème was introduced to get females aged 45-plus to use fabric conditioner again. It's brought more than 120,000 new users to the market and has also created a 'luxury' sub-sector. Asda and Sainsbury's have introduced similar own label products."
Unilever continues to look at reducing its environmental impact by reducing packaging and making laundry lines more efficient.
One manufacturer known for being environmentally friendly is Ecover. Its Integrated Non-Biological washing powder has been tested against conventional brands and was found to be just as effective. It's also had the Good Housekeeping stamp of approval.
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