With three in four grocery buyers purchasing laundry powder and a wealth of options on the supermarket shelves the category is a highly competitive market.

In this competitive arena there are three leading brands.  More Australians buy Omo than any other brand (19% of buyers) while Duo and Cold Power occupy equal second place (bought by 16% of the population).  However, these three leading brands each attract less than a fifth of buyers and are produced by three different manufactures (Unilever, PZ Cussons and Colgate).


Brands of Laundry Powder Purchased


Source: Roy Morgan Single Source, October 2009 – September 2010, n = 14,839.


Omo and Cold Power buyers are more likely than the average household grocery buyer to live in a household with an annual income of $100,000 or more and have professional qualifications. They are also more likely to agree with the statement ‘I normally buy my favourite brand regardless of the price.’

Compared to the average household grocery buyer, Duo purchasers tend to be younger (aged 25-34), of lower socio-economic status. They are also more likely to agree that they will go out of their way in search of a bargain and are 22% more likely to agree they buy more stores’ own products than well known brands.


Norman Morris, Industry Communications Director at Roy Morgan Research, says:

“Roy Morgan Research figures reveal a competitive laundry powder market, there are ten brands that are each purchased by more than 5% of household grocery buyers and the most popular brand, Omo, only attracts 19% of the population. This suggests a market that may be less inclined to brand loyalty and more influenced by factors such as price, promotion and availability.

“However, different brands attract different buyers; Omo and Cold Power with their higher shelf price attract a more affluent customer for which price may be less of an issue when purchasing groceries. Conversely, Duo purchasers appear to be more price sensitive and attracted to its slightly lower price.”

Purchase Roy Morgan's Laundry Powder Customer Profiles which provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.


For more details contact:

info@roymorganonlinestore.com