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Executive Summary

Table of Contents

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EXECUTIVE SUMMARY

The market for soaps and detergents grew by 3 percent to £1.93bn in 1998. The market comprises soaps, fabric-washing products, dishwashing products and household cleaning products. Of these, fabric-washing products constitute the largest sector. Over the period 1994 to 1998, the largest growth came from soaps, with a 20.7 percent increase, while the lowest growth came from dishwashing products, increasing by only 5 percent.
The market is characterised by growing maturity and fierce competition between the major brands. With the growing threat from own labels, which have become increasingly sophisticated, leading manufacturers have stepped up their new product development programmes, with brand extensions and relaunches of core brands focusing on added value and convenience, e.g. household cleaning products with limescale removal, antibacterial and deodorising properties. Growing environmental concerns have also led to the development of eco-friendly products using natural ingredients which are also biodegradable, e.g. vinegar.
In toilet soaps, new product innovations, e.g. liquid soaps, soap-free synthetic detergents and no-wash soaps have taken an increasing share from traditional soap bars. In fabric-washing products, the introduction of detergent tablets by Lever Brothers in July 1998, brought the concept of pre-measured doses, offering consumers greater convenience and simplicity in what is considered an extremely confusing grocery category.
The main corporate activities include the proposed merger, announced in July 1999, between Reckitt & Colman PLC and Benckiser Ltd to create Reckitt Benckiser, the world's largest household cleaning company, and the demise of Yardley of London, the well-known cosmetics and soap manufacturer, in September 1998.
The next few years will witness a slowdown in the UK soaps and detergents market due mainly to increased price competition among the big brands, and the growing maturity of the products. Key Note forecasts that the market will expand by 11.5 percent in the period 1999 to 2003, to reach around £2.22bn -- with the greatest growth coming from soaps and fabric-washing products.

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Penetration of Soaps and Detergents within the UK Household Goods Market at Current Prices (£m), 1994-1998

Market Size

THE TOTAL MARKET

BY MARKET SECTOR

FOREIGN TRADE

Table 2: The Total Market for Soaps and Detergents by Value (£m at rsp), 1994-1998

Table 3: The Soaps Market by Sector by Value (£m at rsp), 1994-1998

Table 4: The Fabric-Washing Products Market by Sector by Value (£m at rsp), 1994-1998

Table 5: Sales of Fabric-Washing Detergents by Type (£m at rsp), 1994-1998

Table 6: The Dishwashing Products Market by Sector by Value (£m at rsp), 1994-1998

Table 7: The Household Cleaning Products Market by Sector by Value (£m), 1997 and 1998Å

Table 8: Overseas Trade in Soaps and Detergents by Value (£m), 1997 and 1998

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

TRADE ASSOCIATIONS

Table 9: Number of Soap and Detergent Manufacturers by Turnover, 1998

Table 10: Distribution of Fabric-Washing Products by Outlet by Value ( percent), 1998

Table 11: Distribution of Soaps by Outlet by Value ( percent), 1998

Brands

MARKET DEVELOPMENTS

BRAND TYPES

BRAND DEVELOPMENTS

BRAND SHARES

PURCHASE OF MAJOR DETERGENT BRANDS

BRAND ADVERTISING

Table 12: Leading Brands in the UK Soaps and Detergents Market, 1999

Table 13: Bar Soap Brands by Market Share by Value ( percent), 1998

Table 14: Liquid Soap Brands by Market Share by Value ( percent), 1998

Table 15: Household Multipurpose Cleaner Brands by Market Share by Value ( percent), 1998

Table 16: Fabric Detergent Brands by Market Share by Value ( percent), 1998

Table 17: Fabric Conditioners by Market Share by Value ( percent), 1998

Table 18: Washing-Up Liquids and Dishwasher Detergents by Market Share by Value ( percent), 1998

Table 19: Penetration of Leading Detergent Brands ( percent of adults), 1999

Table 20: Penetration of the Top Five Detergent Brands by Age and Social Grade ( percent of adults), 1999

Table 21: Top Ten Advertised Household Soap and Detergent Brands (£m), Year to June 1999

Table 22: The Top Five Advertised Soap and Shower Gel Brands (£m), Year to June 1998 and 1999

Table 23: Leading Advertised Fabric Detergent Brands (£m), Year to June 1998 and 1999

Table 24: Top Ten Advertised Fabric Detergent Brand Variants (£m), Year to June 1999

Table 25: Top Five Advertised Fabric Conditioner Brands (£m), Year to June 1998 and 1999

Table 26: Top Five Advertised Household Cleaning Brands (£m), Year to June 1998 and 1999

Table 27: Top Five Advertised Dishwashing Product Brands (£m), Year to June 1998 and 1999

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 28: Selected Leading UK Soap and Detergent Manufacturers by Turnover (£m), 1997/1998/1999

Table 29: Main Media Advertising Expenditure on Soaps and Detergents by Sector (£000), Year to June 1998 and 1999

Table 30: Main Media Advertising Expenditure on Soaps and Detergents by Company (£m), Year to June1998 and 1999

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMER PENETRATION

Table 31: Penetration of Toilet and Liquid Soap ( percent of housewives), 1999

Table 32: Penetration of Fabric Detergents ( percent of housewives), 1999

Table 33: Penetration of Fabric Conditioners ( percent of housewives), 1999

Table 34: Penetration of Household Cleaning Products ( percent of housewives), 1999

Table 35: Penetration of Dishwashing Products ( percent of housewives), 1999

Outside Suppliers to the Industry

DETERGENTS AND CHEMICAL COMPONENTS

FRAGRANCE COMPANIES

PACKAGING COMPANIES

Current Issues

CORPORATE ACTIVITY

ENVIROMENTAL ISSUES

CONSUMER CONFUSION

Forecasts

FORECAST 1999 TO 2003

FUTURE MARKET DEVELOPMENTS

TECHNOLOGICAL DEVELOPMENTS

CONCLUSIONS

Table 36: The Forecast UK Household Soaps and Detergent Market (£m at rsp), 1999-2003

Market Growth

Figure 1: The Total UK Market for Household Soaps and Detergents by Value (£m at rsp), 1994-2003

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Company Financials

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HOPPENSTEDT BONNIER INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1999 Key Note

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