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%.
13 TRENDS CLEAN There is no clear definition of clean; however, using a definition that combines free-from, natural, ethical and environmental claims caters to the clean consumer.
• Reduce the ingredients list
• More transparency
PROCTER & GAMBLE 9 Elements a vinegar-based, plant-based line of cleaning products. The brand promises to use nine or fewer In 2019, just ingredients in each of its products and 5,7% of fabric pushes vinegar as a hero ingredient. care could be classified as clean 81% of French household care product buyers agree that brands should be more transparent about product content
In France, 66% of women say they CONSUMERS LOOK FOR SIMPLE try to use laundry SPRING FORMULATION products labeled as eco-friendly as 69% much as they can 62% 59% 52%
14 TRENDS NEW CONCEPTS
MAISON PLOUF LES PETITS BIDONS
DIY Trends TERRAWASH
PIMPANT L’ALCHIMISTE
Less water Less plastic Less weight Transparency carried
15 TRENDS PRODUCTS OVERVIEW
BLUE WHITE NATURE
TRADITIONAL TRAVEL GREEN
16 SUBMISSIONS BLUE SEGMENT: Freshness, Efficacity
ARIEL ARIEL SOUPLINE MIR SKIP/OMO LE CHAT LENOR Clean & Fresh Alpine Softener Care & Freshness Active Clean Breath of Freshness Softener Intense Freshness Air Aerial Caress
MONOPRIX JE SUIS VERT L’ARBRE VERT PERSIL AU SAVON DE MARSEILLE LACO Liquid Laundry Laundry Detergent Laundry Detergent Softener Freshness Winter Breeze The Essential
17 SUBMISSIONS BLUE SEGMENT Laundry MARINE BREEZE ECOCERT SOM001234 Sea Salt & Mint
AROMATIC MARINE
Lemon Orange Mint
Cardamom Aqueous Notes Marine Notes Ozonic Notes
Cedarwood
18 SUBMISSIONS BLUE SEGMENT Laundry BUBBLE OF FREHSNESS ECOCERT SOM001235 Eucalyptus & Rosemary
AROMATIC CITRUS
Lemon Orange Eucalyptus Pine
Rosemary Rose Orange Blossom
Cedarwood
19 SUBMISSIONS BLUE SEGMENT Softener BLUE PURITY ECOCERT SOM001236 Rose & Lavender
FLORAL
Orange Green Notes
Lavender Rose Violet Mimosa Orange Blossom Solar Notes
Vanilla Tonka Bean Sandalwood
20 SUBMISSIONS WHITE SEGMENT: Care, Sensitivity, Softness, Hypoallergenic
SOUPLINE SKIP/OMO CAJOLINE Intense LENOR ARIEL LE CHAT Sensitive Softener Sensitive Softener Softener Sensitive Marseille Soap & Hypoallergenic Tout Doux Caress Sensitive Skin Sweet Almond Milk
MAISON VERTE ECOVER MAISON VERTE RAINETT BIOVIE RAINETT PERSIL AU SAVON DE MARSEILLE Laundry Detergent Softener 3 en 1 Laundy Care Laundry Detergent Laundry Detergent Softener Laundry Detergent Cotton Flower Apple Blossom & Almond Almond Blossom Sweet Almond Almond Cotton Flower Sweet Almond & Linen Blossom
21 SUBMISSIONS WHITE SEGMENT Laundry ALMOND SWEETNESS ECOCERT SOM001237 Almond Milk & Hawthorn
FLORAL POWDERY
Hawthorn Violet Rose Almond Milk
Almond Honey Cedarwood
22 SUBMISSIONS WHITE SEGMENT Softener DELICATE FLOWER ECOCERT SOM001238 Silk Blossom & Cotton Flower
FLORAL POWDERY
Green Notes
Rose Silk Blossom Cotton Flower
Vanilla
23 SUBMISSIONS WHITE SEGMENT Softener SOFT TENDERNESS ECOCERT SOM001239 Fig Milk & Vanilla
ORIENTAL FRUITY
Fig Pear Green Notes
Fig Milk Aqueous Notes
Vanilla
24 SUBMISSIONS NATURE SEGMENT: Floral, Freshness, Citrus, Spring
ETAMINE DU LYS ETAMINE DU LYS METHOD RAINETT SANYBIO MAISON VERTE L’ARBRE VERT Laundry Liquid Laundry Detergent Laundry Detergent Laundry Perfume Washing Liquid 3 en 1 Laundy Care Laundry Detergent for White & Colors Hypoallergenic Spring Garden Fig Orange & Rosemary Summer Freshness Floral Awakening Cherry Blossom & Jasmine Organic Chamomile
ECOVER ECOVER ECOVER SODASAN PERSIL AU SAVON DE MARSEILLE PERSIL AU SAVON DE MARSEILLE Softener Liquid Laundry for Colors Universal Liquid Laundry Laundry Fragrance & Care Rinse Naturissime Naturissime Rose & Bergamot Apple Blossom & Freesia Honeysucckle & Jasmine Fresh Scent of Magnolia Citrus Freshness Flowers Softness
25 SUBMISSIONS NATURE SEGMENT Laundry SPRING GARDEN ECOCERT SOM001240 Yuzu & Honeysuckle
FLORAL CITRUS
Yuzu Orange Litsea Cubeba Pear Green Notes
Thyme Honeysuckle Orange Blossom Mimosa
26 SUBMISSIONS NATURE SEGMENT Softener ORCHARD FLOWERS ECOCERT SOM001241 Apple Blossom & Rose
FLORAL FRUITY
Pear Green Notes
Apple Blossom Rose
Raspberry Vanilla
27 SUBMISSIONS TRADITIONAL SEGMENT: Marseille Soap, Lavender
YOU ECOVER L'ARTISAN SAVONNIER METHOD LES PETITS BIDONS BIOVIE Laundry Detergent Liquid Laundry Softener Laundry Detergent Laundry Detergent Laundry Detergent Wild Lavender Lavender Lavandin Lavender & Cypress Sprigs of Lavender Lavandin
ETAMINE DU LYS BRIOCHIN RAINETT RAINETT PERSIL AU SAVON DE MARSEILLE Laundry Detergent Laundry Detergent Liquid Laundry Laundry Perfume Laundry Detergent Alep Soap Black Soap & Marseille Soap Marseille Soap Argan Oil Bouquet of Provence
28 SUBMISSIONS TRADITIONAL SEGMENT Laundry BLACK SOAP ECOCERT SOM001242
FLORAL GREEN
Green Notes
Lavender Clove Rose Jasmine Solar Notes Black Soap
Cedarwood
29 SUBMISSIONS TRADITIONAL SEGMENT Laundry MARSEILLE SOAP ECOCERT SOM001243
CITRUS AROMATIC
Lemon Litsea Cubeba Lemongrass Eucalyptus Petitgrain
Marseille Soap Orange Blossom Rose
Gaiac Wood Patchouli
30 SUBMISSIONS TRADITIONAL SEGMENT Softener PROVENCAL ESCAPE ECOCERT SOM001286 Honey & Lavender
AROMATIC GOURMAND
Lavender Orange Blossom Jasmine Violet Rose Clove Solar Notes
Honey Vanilla
31 SUBMISSIONS TRAVEL SEGMENT: Exotic, Floral, Fruity, Travel, Sun, Aquatic
ECOVER ECOVER RAINETT ECOVER Softener Softener Softener Wool & Delicate Laundry Detergent Lime & Lotus Gardenia & Vanilla Pomegranate Nenuphar & Green Melon
METHOD METHOD METHOD Laundry Detergent Laundry Detergent Laundry Detergent Beach Sage Ginger Mango Coconut & Cactus Water
32 SUBMISSIONS TRAVEL SEGMENT Laundry GOLDEN SUNSET ECOCERT SOM001244 Ylang Ylang & Exotic Vanilla
FLORAL ORIENTAL
Green Notes
Clove Rose Jasmine Ylang Ylang Solar Notes
Vanilla
33 SUBMISSIONS TRAVEL SEGMENT Softener EXOTIC SUMMER ECOCERT SOM001245 Pomegranate Water & Jasmine
FLORAL FRUITY
Pomegranate Water Jasmine Ylang
Heliotrope Vanilla Sandalwood Raspberry
34 SUBMISSIONS GREEN SEGMENT: Nature, Green, Vegetal
HARMONIE VERTE LES PETITS BIDONS LES PETITS BIDONS L’ARBRE VERT RAINETT Softener Laundry Detergent Laundry Detergent Tube of Hand Wash Laundry Detergent Mint – Cedarwood Eucalyptus Rosemary Vegetal Freshness Aloe Vera
BIOVIE MONOPRIX JE SUIS VERT L’ARBRE VERT Softener Liquid Laundry Laundry Detergent Aloe Vera Aloe Vera Vegetal Soap
35 SUBMISSIONS GREEN SEGMENT Laundry NATURE FRESHNESS ECOCERT SOM001246 Mint & Eucalyptus
AROMATIC FLORAL
Green Notes Mint Eucalyptus
Lavender Rose Violet Geranium
36 SUBMISSIONS GREEN SEGMENT Softener GREEN ALOE ECOCERT SOM001247 Aloe Vera & Lily of the Valley
FLORAL GREEN
Green Notes
Rose Lily of the Valley Aloe Vera Aqueous Notes
Cedarwood
37 TRENDS RECAP OF SUBMISSIONS
BLUE WHITE NATURE
SOM001234 MARINE BREEZE ECOCERT SOM001237 ALMOND SWEETNESS SOM001240 SPRING GARDEN ECOCERT Sea Salt & Mint ECOCERT Yuzu & Honeysuckle Almond Milk & Hawthorn SOM001235 BUBBLE OF FREHSNESS SOM001241 ORCHARD FLOWERS ECOCERT SOM001238 DELICATE FLOWER ECOCERT ECOCERT Eucalyptus & Rosemary Silk Blossom & Cotton Flower Apple Blossom & Rose
SOM001236 BLUE PURITY ECOCERT SOM001239 SOFT TENDERNESS ECOCERT Rose & Lavender Fig Milk & Vanilla
TRADITIONAL TRAVEL GREEN
SOM001242 BLACK SOAP ECOCERT SOM001244 GOLDEN SUNSET ECOCERT SOM001246 NATURE FRESHNESS Ylang Ylang & Exotic Vanilla ECOCERT SOM001243 MARSEILLE SOAP ECOCERT Mint & Eucalyptus SOM001245 EXOTIC SUMMER ECOCERT Pomegranate Water & Jasmine SOM001247 GREEN ALOE ECOCERT SOM001286 PROVENCAL ESCAPE Aloe Vera & Lily of the Valley ECOCERT Honey & Lavender
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