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Market Watch Laundry & Softeners Ecocert

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Market Watch Laundry & Softeners Ecocert MARKET WATCH LAUNDRY & SOFTENERS ECOCERT MARKET OVERVIEW FIGURES IN FRANCE IN 2019 1,46 bns € 136,76 Ms € 166,88 Mn € GENERAL SPECIALIST LAUNDRY LAUNDRY LAUNDRY CARE +11,7% +0,4% +3,7% Evolution VS A-1 Sales in value (€ Mn) Sales in volume (€ Evolution VS A-1 (%) Mn) (%) +14,4 818,88 Classic liquids 97,19 +3,8 +16,5 403,86 Capsules 43,7 +11 -4,2 104,5 Powders 13,57 -2,4 +16,5 73,93 Refills (powder & liquid) 14,32 +12,5 -16,5 48,87 Concentrated liquids 8,06 -12,7 -26,3 10,6 Tablets 1,74 -21 Compaction +16,5% LIQUID LAUNDRY CAPSULES GROWTH DRIVERS & SOFTENERS Promotions Penetration rate 34,6% Standard liquid detergents represent 27 million bottles. Of the 6.5 billion detergents made each year in France, +12,4% +12,4% +21,4% 1.5 billion are made with Persil, Omo or Skip products; 68% of 11 million consumers use UNILEVER detergents. sales 2 CONSUMERS IMPACTS OF COVID LOCKDOWN RE-EMERGENCE RECOVERY (March-June 2020 (July 2020-December 2021) (2022-2025) HOUSEHOLD: HOUSEHOLD: HOUSEHOLD: People are spending more than Life begins to return to normal - Demand and consumers usual on household care → Decrease in sales compared spending will return to more products. to 2020 normal levels. → A majority of their time is → People spend more time - Resurgence of trends like being spent at home outdoor sustainable consumerism, → It is increasing homecare → Caution and remote work natural ingredients and occasions practices will create more transparency home care opportunities - Higher demand than before than before COVID-19 the virus hit. LAUNDRY DETERGENTS: LAUNDRY DETERGENTS: LAUNDRY DETERGENTS: The laundry market has - Laundry habits are likely to Long-term trends regarding remained on a similar return to normal the environment offer trajectory to pre-COVID. - Social distancing measures opportunities for brands to - The closure of schools and are still likely influence innovate around product workplaces has impacted laundry routines. formulas, formats and laundry habits packaging. - Hygiene concerns have increased usage and sales of laundry cleansers 3 CONSUMERS PURCHASE & USE WHO IS RESPONSIBLE FOR DOING THE LAUNDRY ? June 2018 96% 97% 98% 82% 69% 69% 66% 42% 16-24 25-44 45-64 65+ Male Female WHO IS RESPONSIBLE FOR BUYING LAUNDRY WHO IS RESPONSIBLE FOR BUYING FABRIC DETERGENTS ? CARE PRODUCTS ? June 2018 June 2018 86% 87% 85% 98% 98% 93% 78% 65% 73% 58% 56% 56% 44% 44% 49% 39% 16-24 25-44 45-64 65+ 16-24 25-44 45-64 65+ Male Female Male Female 4 CONSUMERS PURCHASE & USE USAGE OF LAUNDRY DETERGENTS IN THE LAST 12 MONTHS « Which types of laundry detergent have you used in the last 12 months? (Select all that apply) ». June 2018, June 2019, July 2020 A messy and difficult to use format 49% 47% 47% 46% 44% 43% Practicality, innovations 20% 20% 19% 19% 17% 16% 14% 14% 13% 13% 12% 12%12% 12% 12% 11% 9% 10% 8% 8% 7% 7% 6% 5% 5% 5% 5% 2% 1% 1% 1% 1% 0% Powder delicates Don't know Don't liquid/gel Duo liquid Duo Travel wash Travel combo Triple liquid Triple Single liquid Single capsuls/pods and fabric and Concentrated Handwash for Handwash conditioner None of these of None Powergems) capsules/pods capsules/pods Powder tablets Powder Gems (ex: Persil (ex: Gems capsules/pods 2-in-1 detergent 2-in-1 2020 2019 2018 powder Liquid and 5 CONSUMERS PURCHASE & USE USAGE OF FABRIC CARE PRODUCTS IN THE LAST 12 MONTHS « Which of the following fabric care products have you used in the last 12 months? (Select all that apply) » June 2018, June 2019, July 2020 Desire to add Explore the scents scent to laundry Add longer lasting scent 34% of adults 55% 54% in China who do laundry would try 51% 76% of people new laundry and think scent and fabric care fragrance is an product because important factor of new scents when choosing 35% 34% laundry 31% detergent 28% 26% 25% 21% 22%22% 20% 19% 19% 17% 15% 15% 14% 13% 14% 12%12% 12% 12% 10% 10% 10% 10% 11% 6% 5% 5% None of these of None Color run Color Liquid fabric Liquid laundry cleanser laundry Laundry whiteners Laundry Ironing water/starch Ironing In-wash antibacterial In-wash Tumble dryer sheets dryer Tumble softener/conditioner preventers/removers In-wash stain remover stain In-wash In-wash scent boosters scent In-wash Pre-wash stain remover stain Pre-wash 2020 2019 2018 Washing machine cleaner machine Washing 6 CONSUMERS PURCHASE & USE CHANGES IN LAUNDRY FREQUENCY IN THE LAST YEAR LAUNDRY FREQUENCY « Are you doing the laundry more, about the same or « How frequently do you do laundry? » less often compared to a year ago? » July 2020 July 2020 68% : Change of Don’t know Less often 1% Less than once a week clothes less often since 4% Every day the COVID-19 6% 8% More often Once a week 22%: try to save water 19% 20% About the same 4-6 times a week 21% 54% : Concerns about COVID-19 2-3 times a week 75% People with children do laundry on a 46% more frequent basis, New opportunity with 17% of those to target a new with children aged consumer under 18 doing approach that is laundry every day focused on health and hygiene. 7 TRENDS CLAIMS CLAIM ON LAUNDRY PRODUCTS « Which of the following on-pack claims are most appealing to you when buying laundry products? (Select up 3) » July 2020 Key appealing claim for Long-lasting freshness 39% purchasing laundry products Ease of use* 39% Recyclable packaging 32% Dermatologically tested 29% Biodegradable ingredients 25% Chemical-free formula 19% Since the COVID-19, 25% of people consider the environment a higher priority, which underlines the interest in Naural formula 18% sustainable formulations and packaging. Reduced packaging 17% 59% of people would consider using refill 44% of people Packaging made from recycled materials 16% stations for like to purchase laundry products laundry in the future detergents in None of these 6% bulk * Quick wash, easy stain removal… 8 TRENDS CLAIMS CLAIMS EVOLUTIONS FOR LAUNDRY LAUNCHES 79% 75% 26% 21% 9% 7% Ethical & Environmental Natural Free From Between 2017 & 2019 Since 2019 This is an evolution of eco-friendly and safety claims over the last few years. This is a trend that is well established in the market and will continue to grow, it is therefore necessary to take these trends into account for new product launches but also to be considered for those already in the market. 9 TRENDS CLAIMS CLAIMS EVOLUTIONS FOR LAUNDRY LAUNCHES FROM 2017 TO 2019 90% 83% 77% 79% Environmentally Friendly Product 64% 59% Sustainable 57% Environmentally Friendly Packaging 45% 40% Recycling 38% 37% 37% 35% 35% 33% 34% Biodegradable 27% 27% Dermatologically Tested 18% 16% Botanical/Herbal 12% Ethical & Environmental Natural Free From CLAIMS EVOLUTIONS FOR LAUNDRY LAUNCHES FROM 2019 TO NOW 88% 84% 85% 73% 68% Environmentally Friendly Product 62% Sustainable 57% 58% 55% 55% 52% Environmentally Friendly Packaging 49% 49% 42% Recycling 40% 39% 37% 35% Biodegradable Dermatologically Tested 22% 20% 18% Botanical/Herbal Ethical & Environmental Natural Free From 10 TRENDS SAVE WATER Influence consumers on laundry habits and decisions 36% of consumers on which products they are using their should buy. Reducing the dishwasher less water impact can be done often compared to by limiting water used during one year ago to the production process or save water. containing no water at all. Waterless formulations are generally less bulky and DAY 2 delicates dry therefore are more efficient wash clothes spray to ship, resulting in fewer carbon emissions through transportation. Concentrated refill options Preference for powders and capsules that contains less EC30 (P& G) water than Solid products with a formula liquid/gel High without water. formats efficiency appliances that use less water Pointing out the environmental Spray and Wear benefits alongside DETTOL's laundry spray kills education 99.9% of the bacteria that campaigns to can cause unpleasant odors, support responsible giving you that freshly- water usage laundered smell without using the washing machine. LOVE HOME AND PLANET Dry Wash Spray 11 TRENDS SAVE ENVIRONMENT In 2019, 49% of laundry detergents and 57% of fabric care products were marketed as recyclable ARIEL ALL IN 1 PODS PERSIL BIO In 2020, half 30% Less Plastic The bottle is now 100% of the total recyclable and contains recycled laundry detergent plastic Today, 52% launches focused of French on new households say packaging they prefer 86% of committed household care brands and 37% buyers agree that prefer products all household care with recyclable products should be packaging. recyclable Since 2014, L'ARBRE P&G is committed to VERT refills have saved reducing packaging by Both recycling and 88 tons of plastic. 30% by 2025. environmentally friendly packaging claims increased significantly since 2018, reflecting Detergent Tag – OMO 77% of household the consumer interest in care buyers agree sustainable packaging that single used options plastic in household care products should 20%: the minimum percentage of be avoided recycled plastic that all cleaning product packaging must contain by 2025 for AISE charter members. 12 TRENDS NATURALITY In 2019 in France, green laundry offers represent 6.3% of sales in value with a turnover of In US, 62% of +19.4%. people using natural products more often are doing so because they consider them be safer In Italy, 38% People are of users and buyers focusing on of household care RECKIT BENCKISER Botanical Origin labels, products bought ingredients and more natural-based production household products methods 18% of laundry compared to a year detergent buyers ago express interest in natural formulas 19% of laundry SKIP Essence of PERSIL detergent buyers the Nature Naturissime express interest in chemical-free formulas L’ARBRE VERT is the EVOLUTION leader in ecological detergents with a market share of 38.7% in value and sales up 16.5%.
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