Kao reveals its research that consumers prefer concentrated and liquid detergents due to less time consuming in washing clothes

Bangkok--Feb 6--Hakuhodo (Bangkok) -Confident in concentrated and liquid detergents'qualities in removing stain and reducing washing time -Expand the market size of concentrated and liquid detergents continuously Bangkok(February 05,2004):Kao Industrial(Thailand) Co.,Ltd.and Kao Commercial(Thailand)Co.,Ltd. had revealed its research on Thai consumers'attitudes and behaviors on detergent products,togeter with introducing tips in taking care of clothing and the ways in getting dressed suitably. All the information is presented in Consumer Insight Report Vol.8: Consumers'opinions toward detergents nowadays. The research results in the part of consumers'behaviors in washing show that most comsumers have less time in washing their clothes since most of them have to work outside,then their average frequency in washing become 1-2 times per week. However,most of them are still concerned about washing. Every time they wash their their clothes,they will wash white and colored clothes separately.They are afraid that if they wash both types at the same time,the colors will be mixed and white clothes'brightness will get faded.Besides using detergents, consumers also use fabric softener products to take better care and make their clothes more pleasant to wear.Moreover,if there are any stains,they will use bleach or stain remover products to increase effectiveness in washing. Due to not much time for washing and cleaning their clothes, comsumers have high expectation toward detergent products in the part of benefit and effectiveness in washing. The major factor that consumers use when they are going to buy detergent product is qualities of the product in cleaning and removing deep stains perfectly and do not make their clothes'brightness get faded.Another factor is beautiful fragrance in which consumers prefer a long-lasting one. Furthermore, some of them also trust the brand that they are familiar with or use regularly because they are confident in the products'qualities and it is easier to make a decision to buy one. With hurry way of life, consumers'behaviors in using detergent products have being changed in the past few years and it has also affected detergent market movement in Thatland. Detergent product market in Thailand in the year 2003 is worth 8,710 million baht included with conventional,concentrated and liquid types in which manufacturers have continuously launched their detergent products to cover all consumers'needs and also offered consumers a variety ot product providing the highest effectiveness to suit every type of work. Convertional detergent has got the biggest market share which is worth more thsn 5,600 millon baht or 65% in proportion. It has got the biggest share because its price is rather cheap and most consumers are still familiar with this type of detergent. Meantime,concentrated detergent has got 27% in market share and it also got the highest growth continuously in the past few years. Its high growth is due to its high effectiveness in removing stains which causes time saving and it is rather correlated to consumers'behaviors in having less time inm washing their clothes. Besides, recovering economic situation and the growth in washing machine market also persuade more consumers to use concentrated detergent. Liquid detergent market is also the other one that we should keep our eyes on and nowadays it is another interesting choice for consumers because each of them surely needs more convenience in their washing task in which it can be seen from liquid detergent's sigit growth though it has got the lowest market share. Its share is worth 645 milion baht but its growth had reached 10.4% in the year 2002 and it is expected toget more 2.3% of growth (forecast number) in the year 2003. According to consumer research study in "Consumer Insight Report Vol.8:Comsumers'opinions toward detergents nowadays" concerning consumers' attitudes and behaviors toward detergent products, all the data had been gathered from 800 Thai women at the age between 15-45 randomly selected both in Bangkok and upcountry areas. For additional information please contact:PR Department Nudjarin Ongarthachat(ext.712) Tel.0-2257-0533 Fax.0-2257-0545-6--END-- -LS/RL-

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