The first electric-powered washing machine was introduced in 1908 by Alva J Fisher which consisted of a galvanised tub and an electric motor. Over 100 years later many things have changed for the laundry care industry especially in the past five years.
Many consumers are now focusing on skin health and environmental impact when deciding on their home-care products. Emerging trends towards eco-consumerism focusing on green and energy efficient products have resulted in suppliers changing how they make and advertise their products. Below we look at some of the changes within the laundry care market and how retailers can look to maximise their sales while taking advantage of a growing market.
Save Money While You Save The Planet
With an increasing focus on products that save consumers money on electricity, we‘ve seen a rise in sales of pods & gels within the laundry care market. Products such as Bold Lenor Gel (1.4 ltr) advertise “freshness even in a cold wash” that will save money on users electricity bills.
Pods & gels have caught onto this way of consumer thinking in the market as they now promote a faster and eco-friendly option for laundry washing. Last year, Procter & Gamble launched a large marketing push to convert shoppers from powder & liquid washing detergent to premium liquid-tabs. The campaign of £21m has resulted in a positive response from consumers where studies by P & G found that Ariel & Daz 3in1 Pods have a 56% repeat rate from new users.
“Increasing customer awareness of the benefits of products that perform well even in a cold wash is the perfect advertising point for retailers to increase sales.”Russell Goldman – Buying Director
Laundry Price-Marked Packs
Retailers heavily rely on price-marked packs as they show a good deal and value to shoppers. Homecare suppliers have kept this in mind when developing jumbo deal product packaging that displays an affordable price. Ariel 3in1 XL Pack and Fairy Non-Bio Pods XL Pack both advertise “52 washes” with every purchase. Displaying the amount of usage a consumer will get from using the product is a clever way to appeal to customers and drive sales.
Some disadvantages to price-marked packs include prices being decided on a national level and being fixed in ink on retailers shelves.
Faster, Better, Stronger
Consumers will be constantly on the lookout for easier ways to improve the efficiency of daily chores. Laundry products which offer combined “3in1” usage appeal to consumers as they appear to save time and money. In the past decade, households have become smaller and smaller. This results in consumers washing clothes less frequently which raises demand for colour collectors that allow a safely mixed wash of colour and whites. Dr Beckmann offers a range of colour & dirt collection products that prevent colour runs and allow washing with confidence for consumers.
Retailers should offer a range of sizes for laundry care products within their store. Cater to both large and small families as many two-person households tend not to buy in bulk when it comes to laundry products.
How To Stock Up Your Shelves With Laundry Care
It’s always difficult to make decisions about what to put on the shelves in your store. Thankfully, P&G offers a ShelfHelp which gives retailers advice on what to stock on their shelves depending on size.
A laundry & home care section of 1.5 meters is recommended for a typical convenience store which offers a variety of products at different price points to appeal to a wide audience of consumers. Stocking well known brands such as Lenor, Comfort, Bold & Ariel are important selling points for retailers as many consumers are dedicated to brands when it comes to the home-care market.