Accounting for over 50% of the total household cleaning products market, textile washing products is not only the most valuable and mature sector but also the most saturated one, with sluggish value performance and very little scope in terms of volume growth. Developing innovative value-added products with new benefits, creating new product forms or simply changing a product’s design or fragrance - seem to be the only rescue for manufacturers in driving growth, differentiating their brand range and maintaining a competitive edge.
When it comes to doing the laundry, consumers are getting increasingly sophisticated and demanding in their choice of products. There is nothing too sophisticated about a basic cleaning property but temptation is hard to resist when new additives like brighteners, softeners, colour-safe products, wrinkle reducers or merely more convenient formats are introduced to liven up the detergents scene.
The ever-increasing convenience-led purchasing trend, higher disposable incomes and fast-paced lifestyles, particularly in developed markets, are the key drivers for reviving the market. Affluent consumers are more than willing to spend that little extra on a product, as long as they see some additional value that guarantees a quick and easy solution for their household chores. So investing in novelty products and being ready to satisfy any benefit a consumer may demand is certainly the winning formula for all major players in the household products business.
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