Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of UK retail sales of hard surface cleaners*, 2008-18
- Hard surface cleaning market loses its momentum
- Multipurpose cleaners dominate market
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- Figure 2: UK retail value sales of hard surface cleaners, by segment, 2013
- Market factors
- Growth in population and number of households bode well for the market
- Companies, brands and innovation
- Brands dominate the hard surface cleaning market
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- Figure 3: Brand value shares in hard surface cleaners*, year to August 2013
- Shifts in orientation of NPD and launch activity
- Brand advertising evolving in line with changing consumer behaviours
- The consumer
- Trigger spray favoured over other formats
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- Figure 4: Usage of different hard surface cleaning products, by format type, September 2013
- Power to the people
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- Figure 5: Factors influencing choice of hard surface cleaners, September 2013
- Very interested but largely unwilling to pay more for benefits
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- Figure 6: Product features interested in paying more for for hard surface cleaning products, September 2013
- Users most in agreement about trigger sprays
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- Figure 7: Agreement with attitudinal statements about hard surface cleaners and household cleaning, September 2013
- What we think
Issues in the Market
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- In what ways can companies encourage more people to use a wider variety of different product formats around the home?
- How can brands balance the desire for multifunction products against interest in products that work better on specific surfaces?
- What areas of product development offer the best prospects for adding value in terms of the willingness of consumers to pay more for them?
- Which demographic groups are most important to the market and how can they best be targeted to maximise sales?
- What future opportunities are there for leveraging the continuing interest in antibacterial products?
Trend Application
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- Trend: Mood to Order
- Trend: Green and Lean
- Mintel Futures: East Meets West
Market Drivers
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- Key points
- More households equals more surfaces to clean
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- Figure 8: UK households, by size, 2008-18
- A helping hand for smaller households
- UK population forecast to continue rising
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- Figure 9: Trends in the age structure of the UK population, 2008-18
- Growth in child population presents opportunities
- More fashion-conscious 25-34-year-olds to target
- An ageing population – what opportunities for hard surface cleaning?
- It’s a question of perception
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- Figure 10: Attitudes towards household cleaning, November 2012
- Clean home means healthy occupants
- Environmental concerns – time for a rethink on product orientation
- Above-average interest in branded hard surface cleaners
- Cleaning the kitchen not as bad as cleaning the bathroom
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- Figure 11: Most disliked household cleaning tasks, November 2012
- Helping to make cleaning quicker, nicer and fairer
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- Figure 12: Amount of time spent on average during a typical week cleaning the home, November 2012
- Kitchen – number one priority
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- Figure 13: Top household cleaning priorities, November 2012
- Six in 10 have just the one bathroom
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- Figure 14: Ownership of bathrooms and toilets, July 2013
- Sustainable and space-saving bathrooms
- Mop and hot water: zero-priced competition for floor cleaners
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- Figure 15: Types of flooring currently in household, November 2012
Who’s Innovating?
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- Key points
- Less focus on all-/multipurpose variants
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- Figure 16: New product launches in the hard surface cleaning and care market, % by product type, 2009-13
- More interest in bath, shower and tile care
- Kitchen care: a consistent target for launch activity
- Floorcovering trends offer potential for floor cleaner category expansion
- 2013: private label launches pick up pace
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- Figure 17: New product launches in the hard surface cleaning and care market, % share by own-label/branded, 2009-13
- Reckitt Benckiser and Procter & Gamble lock horns
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- Figure 18: New product launches in the hard surface cleaning and care market, % share by company, 2009-13
- Large number of own-labels target hard surface cleaning market
- Smaller companies under pressure
- Environmentally friendly claims remain key focus
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- Figure 19: New product launches in the hard surface cleaning and care market, % share by claim, 2009-13
- Animals and charities – declining relevance
- Antibacterial claims tap into growing consumer concerns
- Ease of use and convenience – key packaging issues
- Faster and faster
- Economy claims: not a consumer priority
- Botanical/herbal and other “natural” claims less relevant
- Refills not hitting the mark
- Limited edition
- More new packaging and relaunches – but do they work?
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- Figure 20: New product launches in the hard surface cleaning and care market, % share by launch type, 2009-13
- What next?
Market Size and Forecast
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- Key points
- Market stagnates after years of growth
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- Figure 21: UK retail value sales and forecast for hard surface cleaners*, 2008-18
- Mixed fortunes at sub-sector level
- The future
- Future forecast
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- Figure 22: Best- and worst-case forecast of UK retail sales of hard surface cleaners*, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Multipurpose cleaners dominate the market
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- Figure 23: Estimated breakdown of UK retail value sales of hard surface cleaners, by segment, 2013
- Multipurpose cleaners see decline in sales
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- Figure 24: UK retail value sales of hard surface cleaners, by segment, 2010-13
- Health scares underpin antibacterial multipurpose cleaner demand
- Are bathroom cleaners losing consumer interest?
- Kitchen cleaners: significant potential for further development
- Floor cleaners are underperforming
- Zero momentum in shower cleaning category
Market Share
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- Key points
- Brands dominate the hard surface cleaning market
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- Figure 25: Brand value shares in the hard surface cleaners market*, years ending August 2012 and 2013
- Flash and Dettol dominate hard surface cleaner sales
- Cillit Bang – a shining star
- Cif and Mr Muscle under pressure
- Own-labels underperform
- Market share: Multipurpose, kitchen and floor cleaning
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- Figure 26: Brand value shares for multipurpose, kitchen and floor cleaners, years ending August 2012 and 2013
- Cillit Bang – bang on the money
- Dettol targets key consumer worries and anxieties
- Mr Muscle fares better than Cif
- Other brands fare better than own-label
- Market share: bathroom and shower cleaners
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- Figure 27: Brand value shares for bathroom and shower cleaners, years ending August 2012 and 2013
- Category-leading Cif under pressure
- Cillit Bang vs. Dettol in the bathroom
- Flash – opportunities for growth in bathroom segment
- Reckitt Benckiser overtakes P&G
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- Figure 28: Manufacturer’s value shares in the hard surface cleaners market*, years ending August 2012 and 2013
Companies and Products
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- Reckitt Benckiser (Cillit Bang, Dettol, Mr Sheen)
- Background
- Product range
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- Figure 29: New product launches by Reckitt Benckiser in the hard surface cleaning and care market, November 2012-September 2013
- Marketing and advertising
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- Figure 30: Main media advertising expenditure on hard surface cleaners* by Reckitt Benckiser, 2009-13
- Figure 31: Main media advertising expenditure on hard surface cleaners* by Reckitt Benckiser, January- September 2013
- Procter & Gamble (Flash)
- Background
- Product range
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- Figure 32: New product launches by P&G in the hard surface cleaning and care market, November 2012-September 2013
- Advertising and marketing
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- Figure 33: Main media advertising expenditure on hard surface cleaners* by Procter & Gamble, 2009-13
- Figure 34: Main media advertising expenditure on hard surface cleaners* by Procter & Gamble, January- September 2013
- SC Johnson (Mr Muscle, Pledge)
- Background
- Product range
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- Figure 35: New product launches by SC Johnson in the hard surface cleaning and care market, November 2012- September 2013
- Advertising and marketing
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- Figure 36: Main media advertising expenditure on hard surface cleaners* by SC Johnson, 2009-13
- Robert McBride (Planet Clean, Clean ‘N Fresh)
- Background
- Product range
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- Figure 37: New product launches by McBride in the hard surface cleaning and care market, November 2012- September 2013
- Advertising and marketing
- Unilever (Cif)
- Background
- Product range
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- Figure 38: New product launches by Unilever in the hard surface cleaning and care market, November 2012- September 2013
- Advertising and marketing
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- Figure 39: Main media advertising expenditure on hard surface cleaners* by Unilever, 2009-13
- Figure 40: Main media advertising expenditure on hard surface cleaners* by Unilever, January- September 2013
- Ecover
- Background
- Product range
- Advertising and marketing
Brand Research
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- Brand map
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- Figure 41: Attitudes towards and usage of brands in the hard surface cleaning sector, September 2013
- Correspondence analysis
- Brand attitudes
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- Figure 42: Attitudes, by hard surface cleaning brand, September 2013
- Brand personality
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- Figure 43: Hard surface cleaning brand personality – macro image, September 2013
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- Figure 44: Hard surface cleaning brand personality – micro image, September 2013
- Brand experience
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- Figure 45: Hard surface cleaning brand usage, September 2013
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- Figure 46: Satisfaction with various hard surface cleaning brands, September 2013
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- Figure 47: Consideration of hard surface cleaning brands, September 2013
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- Figure 48: Consumer perceptions of current hard surface cleaning brand performance, September 2013
- Brand index
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- Figure 49: Hard surface cleaning brand index, September 2013
- Target group analysis
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- Figure 50: Target groups, September 2013
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- Figure 51: Hard surface cleaning brand usage, by target groups, September 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Shifting patterns in above-the-line spend
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- Figure 52: Main media advertising expenditure on hard surface cleaners*, 2009-13
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- Figure 53: Main media advertising expenditure on hard surface cleaners*, 2009-13
- Poor return on investment in above-the-line spend
- Reckitt Benckiser boosts commitment and adspend budget
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- Figure 54: Main media advertising expenditure on hard surface cleaners*, by top five advertisers, 2009-13
- Adverts dominated by four brands
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- Figure 55: Main media advertising expenditure on hard surface cleaners*, by top 10 brands, 2012
- Reckitt Benckiser backs Cillit Bang and Dettol
- Reckitt Benckiser’s advertising strategy reaps rewards
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- Figure 56: Main media advertising expenditure on hard surface cleaners*, by top 10 brands, January-September 2013
- TV advertising dominates
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- Figure 57: Main media advertising expenditure on hard surface cleaners*, % share by media type, 2009-13
- Social media starting to evolve
- Online presence goes interactive
- Other initiatives evolve
Channels to Market
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- Key points
- Grocery multiples dominate distribution
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- Figure 58: UK retail value sales of hard surface cleaning products, by outlet type, 2011-13
- Grocery multiples move to premiumisation of own-label
- Grocery discounters Aldi and Lidl raise their profile
- Top-up purchases sustain symbol groups
- Growth in discount chains and “pound” stores on UK high streets
- Newer retailing formats
Usage of Hard Surface Cleaners
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- Key points
- Two thirds of users favour the trigger spray
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- Figure 59: Usage of different hard surface cleaning products, by format type, September 2013
- Liquid cleaners: strong association with floor cleaning
- Disposable wipes target antibacterial concerns
- Cream means a smooth clean
- Mousse and foam variants: a target for innovation
- Procter & Gamble focuses on gel format
- Format development potential
- One in four use one product but half use two or three
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- Figure 60: Number of different hard surface cleaning products used, by format type, September 2013
- Usage by format type and number of formats used
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- Figure 61: Usage of different hard surface cleaning products, by format type, by number of different format types used, September 2013
- Kitchen is the major focus for multipurpose products
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- Figure 62: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task, September 2013
Factors Influencing Choice
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- Power to the people
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- Figure 63: Factors influencing choice of hard surface cleaners, September 2013
- Multi- or single-purpose products: users can’t decide
- Antibacterial concerns are a higher priority
- Antibacterial concerns intensify in the kitchen
- Users prioritise ease of use over fast action and time taken to do the job
- Shiny/smear-free finish – low level concern
- Greater concern for pets than children
- Consumers want a nice, fresh smell
- Just one in 10 choose natural ingredients and recycled materials
Interest in New Product Features
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- Key points
- Very interested but largely unwilling to pay more for benefits
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- Figure 64: Interest in new product features for hard surface cleaning products, September 2013
- Mould and mildew – greatest source of frustration
- Nine out of 10 interested in soap scum and limescale prevention
- Pest and insect control – high priority
- Multipurpose v single dispensers
- Antibacterial action
- Functionality in terms of value for money
- Users prioritise function and convenience
Attitudes Towards Hard Surface Cleaners
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- Key points
- Apathy and indifference frame users’ views
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- Figure 65: Attitudes towards hard surface cleaners, September 2013
- Trigger sprays generate most positive response
- All-natural cleaners – the debate continues
- Specialist v all-purpose cleaners
- Antibacterial concerns and potential for wipes
Appendix – Market Size and Forecast
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- Figure 66: Best- and worst-case forecast for UK retail sales of hard surface cleaners*, at current prices, 2013-18
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Appendix – Brand Research
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- Figure 67: Brand usage, September 2013
- Figure 68: Brand commitment, September 2013
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- Figure 69: Brand momentum, September 2013
- Figure 70: Brand diversity, September 2013
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- Figure 71: Brand satisfaction, September 2013
- Figure 72: Brand attitude, September 2013
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- Figure 73: Brand image – macro image, September 2013
- Figure 74: Brand image – micro image, September 2013
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- Figure 75: Profile of target groups, by demographics, September 2013
- Figure 76: Psychographic segmentation, by target groups, September 2013
- Figure 77: Brand usage, by target groups, September 2013
- Brand index
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- Figure 78: Brand index, September 2013
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Appendix – Usage of Hard Surface Cleaners
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- Figure 79: Usage of different hard surface cleaning products, by format type, by demographics, September 2013
- Figure 80: Usage of different hard surface cleaning products, by format type, by demographics, September 2013 (continued)
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- Figure 81: Number of different types of hard surface cleaning products used, by format type, by demographics, September 2013
- Figure 82: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Kitchen worktops, by demographics, September 2013
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- Figure 83: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Kitchen sink, by demographics, September 2013
- Figure 84: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Kitchen tiles, by demographics, September 2013
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- Figure 85: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Cooker hob, by demographics, September 2013
- Figure 86: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Oven, by demographics, September 2013
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- Figure 87: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Other appliances, by demographics, September 2013
- Figure 88: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Bathroom basin, by demographics, September 2013
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- Figure 89: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Bathroom tiles, by demographics, September 2013
- Figure 90: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Bath, by demographics, September 2013
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- Figure 91: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Shower, by demographics, September 2013
- Figure 92: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Tiled floors, by demographics, September 2013
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- Figure 93: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Laminate flooring, by demographics, September 2013
- Figure 94: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Vinyl/lino flooring, by demographics, September 2013
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- Figure 95: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Real wood floor, by demographics, September 2013
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Appendix – Factors Influencing Choice
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- Figure 96: Factors influencing choice of hard surface cleaners, by demographics, September 2013
- Figure 97: Factors influencing choice of hard surface cleaners, by demographics, September 2013 (continued)
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- Figure 98: Factors influencing choice of hard surface cleaners, by demographics, September 2013 (continued)
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Appendix – Interest in New Product Features
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- Figure 99: Interest in new product features for hard surface cleaning products – Helps to purify the air, by demographics, September 2013
- Figure 100: Interest in new product features for hard surface cleaning products – With anti-allergies properties, by demographics, September 2013
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- Figure 101: Interest in new product features for hard surface cleaning products – With longer-lasting antibacterial protection, by demographics, September 2013
- Figure 102: Interest in new product features for hard surface cleaning products – Removes mould/mildew, by demographics, September 2013
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- Figure 103: Interest in new product features for hard surface cleaning products – Helps to eliminate pests such as ants and other insects, by demographics, September 2013
- Figure 104: Interest in new product features for hard surface cleaning products – A multipurpose dispenser for quick everyday cleaning, by demographics, September 2013
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- Figure 105: Interest in new product features for hard surface cleaning products – A concentrated cleaning solution that can be mixed with water, by demographics, September 2013
- Figure 106: Interest in new product features for hard surface cleaning products – A single dispenser that can spray multiple types of cleaners, by demographics, September 2013
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- Figure 107: Interest in new product features for hard surface cleaning products – Prevents build-up of soap scum or limescale on shower/bath surfaces, by demographics, September 2013
- Figure 108: Interest in new product features for hard surface cleaning products – Disposable wet wipes with a scrubbing and wiping side, by demographics, September 2013
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- Figure 109: Interest in new product features for hard surface cleaning products – A trigger spray which allows you to get all of the solution out of the bottle, by demographics, September 2013
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Appendix – Attitudes Towards Hard Surface Cleaners
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- Figure 110: Agreement with the statement ‘Trigger sprays are a quick and easy way to clean a range of surfaces’, by demographics, September 2013
- Figure 111: Agreement with the statement ‘Disposable cleaning wipes make quick clean-ups easier’, by demographics, September 2013
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- Figure 112: Agreement with the statement ‘It is important to use disinfectant cleaning products when cleaning the home’, by demographics, September 2013
- Figure 113: Agreement with the statement ‘Natural cleaning products are good to use on surfaces that come into contact with food’, by demographics, September 2013
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- Figure 114: Agreement with the statement ‘Disposable cleaning wipes are not effective for major cleaning jobs’, by demographics, September 2013
- Figure 115: Agreement with the statement ‘All-natural cleaners are too expensive to use on a regular basis’, by demographics, September 2013
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- Figure 116: Agreement with the statement ‘The disinfectant strength is more important than what natural ingredients are used when cleaning’, by demographics, September 2013
- Figure 117: Agreement with the statement ‘Antibacterial cleaners are only necessary for certain household hard surfaces’, by demographics, September 2013
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- Figure 118: Agreement with the statement ‘Specialised surface cleaners are generally more effective than all-purpose surface cleaners’, by demographics, September 2013
- Figure 119: Agreement with the statement ‘All-natural disinfecting cleaners are just as effective as conventional ones’, by demographics, September 2013
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- Figure 120: Agreement with the statement ‘I worry about the impact of ingredients in household surface cleaners on my health’, by demographics, September 2013
- Figure 121: Agreement with the statement ‘I worry about cleanliness and germs outside of the home’, by demographics, September 2013
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- Figure 122: Attitudes towards hard surface cleaners, by usage of different hard surface cleaning products, by format type, September 2013
- Figure 123: Attitudes towards hard surface cleaners, by usage of different hard surface cleaning products, by format type, September 2013 (conintued)
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