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Affordable Laundry Solutions
Low Cost Per Wash Built for Volume
Designed for High-Turnover Retail
Market
Opportunity
Crystal is built around how people actually shop for laundry detergent — prioritising value, familiarity, and reliability. With Non-Bio, Bio, and Colour formats, the range covers the core of the UK laundry category while remaining tightly focused and commercially efficient.
Aligned with Consumer Behaviour
Crystal delivers the same essential cleaning performance as leading brands at less than half the cost per wash, giving consumers a clear and immediate reason to switch — without changing habits or compromising results.
Cost Per Wash Advantage
UK Laundry Market Breakdown
The UK laundry market is led by Non-Bio detergents, accounting for over half of total category sales. Alongside this, Bio and Colour-specific products serve well-established, high-volume segments. Crystal’s three-product range directly reflects this market structure, ensuring broad relevance and reduced risk for retail partners.
Crystal Non-Bio
Crystal Non-Bio
Crystal Bio
Crystal Bio
“This is a category ripe for disruption — if wholesalers can offer the right alternative.ˮ
Why it Works
Affordability is the number one driver in detergent purchasing decisions, ranking higher than fragrance, performance, or eco credentials. Crystal is designed to win at this critical decision point, while still delivering on the features consumers expect.
Shoppers already switch for price. Brand Loyalty is weak
Price-fighting brands in essential categories (like laundry) drive repeat volume and store loyalty.
Youʼre not just selling detergent, youʼre selling retailers a tool to bring value-hungry families back, week after week.
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Market Statistics
UK laundry detergent market worth £1.2bn annually.
Households in the UK do 68 million washes per week on average.
63% of UK consumers look for “good value for moneyˮ as the main purchase driver.
Growth in private-label and budge laundry detergents (+18% YoY Sales Increase)
Non-Bio detergents make up 55% of UK laundry sales due to sensitive-skin concerns.
Fragrance-driven purchases are increasing “fresh scentˮ is one of the top 3 reasons consumers switch detergent brands.
Why Partner with Crystal?
A Brand Retailers Can Trust
Commercial Advantage
Market-Backed Strategy
Shelf-Ready Branding
Crystal offers a compelling price architecture that supports both retailer margin and consumer demand.
Every decision behind Crystal is informed by real market data and purchasing behaviour.
Clean, modern design that fits seamlessly across retail formats without alienating mainstream shoppers.
Built to Scale
Crystal is designed for growth, with flexibility to expand formats, ranges, and markets alongside our partners.
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