Concentrated results

As the recession has motivated shoppers to economize, sales of most home laundry segments have declined, with one exception: liquid laundry detergent. While fabric softener, bleach, or stain treater might be viewed as optional in the laundry process, laundry detergent is a requirement. Detergent brands have contributed to the decline in the other segments by introducing new line extensions that deliver whitening, brightening, softening, and stain fighting in addition to basic cleaning.

A closer look reveals that there is more going on in these non-detergent segments than recession-driven frugality. Mintel’s consumer survey reveals that adults aged 18-34 are less likely than older adults to keep a variety of specialized laundry products on hand. And they are more likely to vary the detergent they use depending on the laundry task. Younger adults also bring a different attitude to the laundry room. They are more likely than older adults to describe doing laundry as a chore into which they’d rather put as little effort as possible. They are less likely to agree that it’s important to take the time to do laundry right.