Albany, NY -- (SBWIRE) -- 01/22/2014 -- Household Care Packaging Trends - UK - January 2014

Packaging is central to both how household care products are used and how they communicate their benefits to consumers, and the latter includes the promotion of technologies and solutions that encourage greener behaviour. Younger people are particularly likely to voice green or ethical sentiments but not act upon these beliefs, so more initiatives are needed from manufacturers to reduce confusion about recycling and increase the purchasing of more environmentally friendly packaging formats.

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Table of Content

Introduction

Hypothesis of report:
Definitions
Abbreviations

Executive Summary

Market factors
Plateauing of UK household waste recycling rate
Figure 1: Household waste recycling rate in England, 2000/01-2012/13
Ageing population and more smaller households
Innovation in the market
New packaging taking greater share of launch activity
Figure 2: Trends in household care new product development, % by launch type, 2009-13
Figure 3: Proportion of product launch activity accounted for by new packaging, by category, 2012 and 2013
Recyclable plastics increase environmentally friendly packaging claims
The consumer
Packaging linked to functionality and communicating product benefits
Figure 4: Factors most important when choosing household care products, November 2013
Control of self-dosing versus the convenience of pre-measured products
Figure 5: Format preferences for laundry detergents, November 2013
Figure 6: Format preferences for household cleaners, November 2013
Majority buy standard-sized packs
Figure 7: Reasons for buying standard-sized packs, November 2013
New initiatives needed in recycling
Figure 8: Agreement with statements on packaging and the environment, November 2013
Limited attention paid to labelling before buying
Figure 9: Attention paid to labelling on household care products, November 2013
What we think

Issues in the Market

How important is the packaging of products within the context of other factors influencing the choice of household care products?
What lessons can be learned from consumer attitudes towards ease of use and dosing in home laundry and household cleaning?
How much does size matter in terms of economising and getting better value when purchasing household care products?
In what ways can manufacturers help to reduce household packaging waste and how committed are consumers to green initiatives?
How much attention do shoppers pay to packaging labelling and how can it be used to increase brand engagement?

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Trend Application

Trend: Make It Mine
Trend: Minimize Me
Mintel Futures: Brand Intervention

Market Drivers

Key points
Plateauing of household recycling and recovery rates
Figure 10: Household waste recycling rate in England, 2000/01-2012/13
Packaging recycling targets by material
Figure 11: Business recovery and recycling targets for Great Britain, 2012-17
On-pack pictogram changes
More products awarded EU Ecolabel
Moving into Phase three of the Courtauld Commitment
Ageing population creates opportunity for targeted innovation
Figure 12: Trends in the age structure of the UK population, 2008-18
Increasing the appeal of household care packaging to men
Need for packaging to emphasise value
Figure 13: Forecast adult population trends, by socio-economic group, 2008-18
One-person households continue to grow in number
Figure 14: UK households, by size, 2008-18
UK economy returns to growth
Figure 15: GDP quarterly percentage change, Q1 2004-Q3 2013
Rise in number of people with healthy finances
Figure 16: Trends in how respondents would describe their financial situation, February 2009-September 2013
Figure 17: Trends in consumer sentiment for the coming year, February 2009-September 2013

Overview of Household Care Packaging Trends

Key points
New packaging takes a larger share of 2013 launch activity
Figure 18: Trends in household care new product development, % by launch type, 2009-13
Figure 19: Proportion of product launch activity accounted for by new packaging, by category, 2012 and 2013
Figure 20: Share of all new packaging launches in household care, by category, 2009-13
Increase in environmentally friendly packaging claims
Figure 21: Growth index of new product launches in household care carrying ethical/environmentally friendly packaging claim, 2009-13
Deep sea packaging
Plastic packaging continues to dominate
Figure 22: New product launches in the household care market, % share of launches, by packaging material, 2009-13
Social media logos increasingly a feature
Products positioned to appeal to families with younger children
Event merchandising gets Olympic boost
Convenient packaging an increasingly important claim
Figure 23: ‘Convenient packaging’ claims on new product launches in the household care market, 2009-13
Ease of use linked to product format/packaging
Figure 24: New product launches in the automatic laundry detergents market, by format type, 2009-13
Opportunity for more refills
Figure 25: ‘Refill’ claims on new product launches in the household care market, 2009-13

Manufacturer Initiatives

Unilever
Procter & Gamble
Ecover
Reckitt Benckiser
SCA Hygiene
SC Johnson

Household Care Packaging in Context

Key points
Packaging less important than other factors
Figure 26: Factors most important when choosing household care products, November 2013
Packaging and product functionality
Recycling packaging not a deal clincher
Looks alone not enough to drive product sales
Figure 27: Packaging-related factors considered among five most important factors when choosing household hard surface cleaners, by age, November 2013

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Dosing in Laundry and Hard Surface Cleaning

Key points

Stronger preference for self-dosing laundry products
Figure 28: Format preferences for laundry detergents, November 2013
Availability of different sizes could boost capsules/tablets
Pre-measured dosing with more control
Figure 29: Interest in product features in the laundry detergents market, by age, November 2013
Difficulty gauging most cost-effective format
Strong interest in cleaning solution dispensers
Figure 30: Format preferences for household cleaners, November 2013
Figure 31: Agreement with statement ‘Cleaning solution dispensers that sit out on countertops make it easier to keep the kitchen or bathroom clean’, by age and socio-economic group, November 2013
On-the-go cleaning wipes have limited appeal

Importance of Pack Size in Household Care Products

Green Issues and Packaging of Household Care Products

Attention to Labelling on Household Care Products

Appendix – Household Care Packaging in Context

Appendix – Dosing in Laundry and Hard Surface Cleaning

Appendix – Importance of Pack Size in Household Care Products

Appendix – Green Issues and Packaging of Household Care Products

Appendix – Attention to Labelling on Household Care Product

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