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About this report
European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.

They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.

By the end of 2003, over 35 fmcg sector titles will be available, ranging from 'Beer' and 'Snack Foods' to 'Haircare' and 'Fabric Care'. Every title includes five, market-specific reports, investigating that sector in France, Germany, Italy, Spain and the UK.

Each report contains comprehensive analysis into:

Market sizes
Market trends
Leading manufacturers
Consumer trends
Sales forecasts
This unique level of coverage ensure that your R&D, category management and marketing teams have both an holistic understanding of the sector and a valuable insight into local sector trends and consumer habits. This research is relevant at any level of the decision making process, whether it be the initial developmental stages or the later brand building exercises.

Should you wish to order more than one market report, please call the above number to discuss potential multiple-purchase discounts.

Contents

Introduction

Definitions
Consumer research
Market in Brief
France
Germany
Italy
Spain
UK
Internal Market Environment
Ownership of laundry appliances is high
Figure 1: Trends in ownership of household laundry appliances, by country, 2001-06
“Save the planet” shapes product offer
Environmentally-concerned, but increasing numbers are not ready to pay the price
Figure 2: Environmental credentials, 2001-06
Legislation will restrain manufacturers
Broader Market Environment
Ageing population and …
Figure 3: Total population by age, by country, 2006
… stable consumer base hold back growth
Figure 4: Population trends, by country, 2001-11
Rising consumer expenditure has not led to rising sales of clothes-washing detergents, as the market is mainly led by promotions, discounters and own-label
Figure 5: Indexed growth in consumer expenditure at current prices, by country, 2001-06
More working women demand greater convenience and product efficiency, driving sales of ancillary products
Figure 6: Women as % of workforce, by country, 2005
Market Size and Forecast
Spain and Italy only countries with double-digit growth
Figure 7: Retail value sales of clothes-washing products, at current prices, by country, 2001-06
Germany is the worst performing market…
Figure 8: Indexed retail value sales of clothes-washing products, at current prices, by country, 2001-06
… but remains the largest
Figure 9: Retail value sales of clothes-washing products, % European market share by country, 2006
Market Forecast and Prospects
Spain and Italy set for further growth
Figure 10: Forecast for total retail value sales of clothes-washing products, by country, 2006-11
German rate of decline slows
Figure 11: Forecast indexed retail value sales of, clothes-washing products, by country, 2006-11
Italy expected to be the largest market by 2011
Figure 12: Forecast % share of European market, by country, 2011
Mintel foresight
France
Germany
Italy
Spain
UK
Market Segmentation
Detergents account for the largest share of sales
Figure 13: Retail value sales of clothes-washing products, by type, by country, 2006
Conditioners take their largest share in the UK, and ancillaries in Italy
Figure 14: Retail value sales of clothes-washing products, by type, by country, 2006
Detergents
Figure 15: Retail value sales of detergents, at current prices, by country, 2004-06
Spain has best-performing detergents market; France is the largest
Figure 16: Indexed retail value sales of detergents, at current prices, by country, 2004-06
Laundry aids
Figure 17: Retail value sales of laundry aids (fabric conditioners/ironing aids), at current prices, by country, 2004-06
Italy has best-performing laundry aids market; UK is the largest
Figure 18: Indexed retail value sales of laundry aids (fabric conditioners/ironing aids), by country, 2004-06
Ancillary products
Figure 19: Retail value sales of ancillary products, at current prices, by country, 2004-06
Italy has fastest-growing ancillaries market; Italy is by far the largest
Figure 20: Indexed retail value sales of ancillary products, by country, 2004-06
Market Share
In the UK, the leading manufacturer accounts for almost half of sales
Figure 21: Retail value sales of clothes-washing products, % share market leader vs. others/own-label, by country, 2006
Channels to Market
Grocery multiples lead distribution
Figure 22: Retail value sales of clothes-washing products, % by outlet type, by country, 2006
Figure 23: Retail value sales of clothes-washing products, % by outlet type, by country, 2006
The Consumer
Spain has highest usage of standard powder. In France one consumer in two uses tablets
Figure 24: Penetration of powder/tablet clothes-washing detergents, by type, by country, 2006
Liquid detergents are most popular in Spain
Figure 25: Penetration of liquid clothes-washing detergents, by type, by country, 2006
Germans and French choose detergents for delicate fabrics; Britons choose products for sensitive skin
Figure 26: Use delicate powders and liquids most often, by country, 2006
Spain leads for overall use of fabric conditioner
Figure 27: Penetration of fabric conditioners, by country, 2006
French are most likely to use specialist stain and refreshment products
Figure 28: Penetration of stain removers and fabric fresheners, by country, 2006
Frequency of use
Germans have the highest reliance on powder detergents, but Spaniards use it more often
Figure 29: Use of washing powder, by country, 2006
French most likely to use tablet detergents
Figure 30: Use of washing tablets, by country, 2006
Liquid detergents are popular among Spaniards
Figure 31: Use of washing liquids, by country, 2006
Spaniards place most value on softness, with the highest usage of fabric conditioners
Figure 32: Use of fabric conditioner, by country, 2006
Stain removers offer considerable potential for growth in all countries
Figure 33: Use of stain removers, by country, 2006
Fabric fresheners: still long way to go
Figure 34: Use of fabric fresheners, by country, 2006