Incremental spend is the holy grail in a mature category such as laundry. The growth of fabric softener has already shown what can be achieved, and the future looks even more innovative.

Eco-friendly brand OzKleen is preparing to lead the way with the launch of a product to allow dry cleaning to be done at home. Home Dry Cleaner comes as a cloth that can be thrown into the tumble dryer with 'dry clean-only' clothes. According to Ozkleen's CEO for Europe, Mark Quinn, it is the first product of its type in the UK and will be backed by a £1m ad campaign. Quinn estimates the home dry cleaning market to be worth £7m, and is set to continue expanding. P&G is also ramping up its efforts to find 'the products of tomorrow'. Last year it invited aspiring inventors to take part in a Dragons' Den-style contest to create a new product for its fabric care and health and wellness divisions. The results are expected next month. Meanwhile, Reckitt Benckiser is set to launch Vanish Oxi-Action Magnets next month, which is "an in-wash product that combines outstanding stain removal with a 'colour-catcher' via its unique in-wash bag".