Table of Contents
Executive Summary
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- A market in decline
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- Figure 1: Best- and worst-case forecast for UK value sales of hard surface cleaners*, 2010-20
- Multipurpose cleaners the only segment to see growth
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- Figure 2: UK retail value sales of hard surface cleaners, by segment, 2013-15
- All-purpose cleaners dominate launch activity
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- Figure 3: New product development in the hard surface care category, by sub-category, 2012-15
- Dettol’s proposition underpins increase in market share
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- Figure 4: Brand personality – Micro image, December 2015
- Trigger sprays by far the most popular format
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- Figure 5: Usage of hard surface cleaning products in the last 6 months, November 2015
- Cleaning power is a priority for vast majority of buyers
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- Figure 6: Factors considered most important when shopping for hard surface cleaners, November 2015
- Consumers would pay more to save time
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- Figure 7: Interest in hard surface cleaning products with features involving formulations (“any interested” and “any interested and would pay more for”), November 2015
- What we think
Issues and Insights
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- A growing issue of health
- The facts
- The implications
- Multipurpose cleaners increasingly cannibalise sales
- The facts
- The implications
The Market – What You Need to Know
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- Competitive pricing and discounting harm value sales
- Regular multipurpose cleaners dominate the market
- Increase in population and households drive potential for growth …
- … but health concerns are likely to prove a challenge for existing brands
Market Size and Forecast
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- A market in decline
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- Figure 8: UK retail value sales of hard surface cleaners*, at current and constant prices, 2010-20
- The future holds increased potential for growth
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- Figure 9: Best- and worst-case forecast for UK value sales of hard surface cleaners*, 2010-20
Segment Performance
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- Multipurpose cleaners the only segment to see growth
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- Figure 10: UK retail value sales of hard surface cleaners, by segment, 2013-15
- Bathroom cleaners hardest hit
Channels to Market
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- Competitive pricing drives sales through grocery
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- Figure 11: UK retail value sales of hard surface cleaners*, by outlet type, 2013-15
Market Drivers
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- More people = more cleaning
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- Figure 12: Trends in the age structure of the UK population, 2010-20
- Average household size in decline
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- Figure 13: UK households, by size, 2010-20
- Recovery in economy and housing market
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- Figure 14: GDP quarterly percentage change, Q1 2006-Q3 2015
- Entertaining guests
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- Figure 15: Tasks prioritised when preparing for the visit of guests (top five), August 2014
- Concerns over health increase
- ‘Indoor pollution’
- New regulations highlight potential irritancy
- Standard vs eco-friendly household care
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- Figure 16: Usage of eco-friendly cleaning products vs regular cleaning products, by cleaning task, April 2015
- Discount sector continues to grow
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- Figure 17: Aldi Stores Ltd (UK & Ireland)^ and Lidl (UK) outlet data, 2011-15
Key Players – What You Need to Know
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- Dettol increases share at the expense of Flash
- True innovation declines
- Advertising support increases to kick-start sales
- Reckitt Benckiser top spender
Market Share
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- Dettol increases market share
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- Figure 18: Brand value shares for multipurpose, kitchen and floor cleaning, years ending November 2014 and 2015
- A switch to multipurpose harms sales of specialist products
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- Figure 19: Brand value shares for bathroom/shower cleaners, years ending November 2014 and 2015
Launch Activity and Innovation
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- All-purpose cleaners dominate launch activity
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- Figure 20: New product development in the hard surface care category, by sub-category, 2012-15
- True innovation on the wane
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- Figure 21: New product development in the hard surface care category, by launch type, 2012-15
- Figure 22: Dettol and Cillit Bang relaunches (Reckitt Benckiser), 2015
- Own-label has some catching up to do
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- Figure 23: New product development in the hard surface care category, own-label vs branded, 2012-15
- Figure 24: Examples of own-label hard surface care launches, 2015
- A fragmented market
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- Figure 25: New product development in the hard surface care category, top ultimate companies and other, 2015
- More than half of NPD is anti-bacterial
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- Figure 26: Leading claims in the hard surface care category, based on top 10 for 2015, 2014-15
- Figure 27: Examples of NPD from the Mrs Gleam’s brand, 2015
Brand Communication and Promotion
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- Total adspend rises
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- Figure 28: Total above-the line, online display and direct mail advertising expenditure on hard surface cleaners*, 2012-15
- All-purpose cleaners demand greatest investment
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- Figure 29: Total above-the line, online display and direct mail advertising expenditure on hard surface cleaners*, by sub-category, 2012-15
- Reckitt Benckiser account for half of 2015’s adspend
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- Figure 30: Total above-the line, online display and direct mail advertising expenditure on hard surface cleaners*, by main advertisers in 2015, 2012-15
- Lidl boosts spend on own-label line
- A visual category
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- Figure 31: Total above-the line, online display and direct mail advertising expenditure on hard surface cleaners*, by media type, 2012-15
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 32: Attitudes towards and usage of selected brands, December 2015
- Key brand metrics
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- Figure 33: Key metrics for selected brands, December 2015
- Brand attitudes – Cif and Flash most associated with value
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- Figure 34: Attitudes, by brand, December 2015
- Brand personality – Mr Muscle marketing creates fun and vibrant image
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- Figure 35: Brand personality – Macro image, December 2015
- Dettol’s proposition considered caring and family-friendly
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- Figure 36: Brand personality – Micro image, December 2015
- Brand analysis
- Dettol uses heritage in hygiene to its advantage
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- Figure 37: User profile of Dettol, December 2015
- Flash has an accessible, reliable image that helps promote usage
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- Figure 38: User profile of Flash, December 2015
- Mr Muscle’s advertising generates a fun and vibrant image
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- Figure 39: User profile of Mr Muscle, December 2015
- Cif most strongly associated with value
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- Figure 40: User profile of Cif, December 2015
- Cillit Bang is seen as innovative and high-performance
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- Figure 41: User profile of Cillit Bang, December 2015
The Consumer – What You Need to Know
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- Trigger sprays the most popular format
- Cleaning power the most important factor that buyers consider
- All-purpose products seen as just as effective by most
- Price and performance remain a barrier to all-natural product take-up
- But new labelling regulations may provide an opportunity
- Consumers most likely to pay a premium for products that save time
Product Usage
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- Trigger sprays by far the most popular format
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- Figure 42: Usage of hard surface cleaning products in the last 6 months, November 2015
- 25-34s particularly keen on wipes
- Women remain largely responsible for cleaning
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- Figure 43: Usage of hard surface cleaning products in the last 6 months, by gender, November 2015
- Majority stick to three or fewer types
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- Figure 44: Number of different hard surface cleaning types used in the last 6 months, November 2015
Product Purchasing
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- Purchasing lower than usage
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- Figure 45: Purchase of hard surface cleaning products in the last 6 months, November 2015
- Similar groups mainly responsible for purchasing
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- Figure 46: Number of different hard surface cleaning types bought in the last 6 months, November 2015
Important Purchasing Factors
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- Cleaning power is a priority for vast majority of buyers
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- Figure 47: Factors considered most important when shopping for hard surface cleaners, November 2015
- Highly populated households look for antibacterial properties
- Multipurpose products of importance to majority
- Parents willing to sacrifice convenience for safety
- One-person households have a greater focus on speed
- Natural ingredients are not a major source of attraction
Behaviours and Attitudes towards Hard Surface Cleaning Products
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- Significant proportion prepared to sacrifice results for ease of use
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- Figure 48: Attitudes towards ease of use vs perfect results, November 2015
- 25-34s key group for timesaving products
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- Figure 49: Attitudes towards saving time vs perfect results, November 2015
- All-purpose cleaners considered just as effective to most
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- Figure 50: Attitudes towards all-purpose cleaners vs specialised cleaners, November 2015
- Still a need for different formats
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- Figure 51: Attitudes towards using different cleaners for different surfaces, November 2015
- Harsh chemicals not seen as necessary
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- Figure 52: Attitudes towards harsh chemicals and efficacy, November 2015
- Perceived price and performance barriers to all-natural cleaners
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- Figure 53: Attitudes towards hard surface cleaners, November 2015
- Half concerned with potential damage to environment or health
- Brands need to effectively communicate labelling changes to allay fears
- Low engagement with packaging may limit labelling impact
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- Figure 54: Product usage behaviour for hard surface cleaning products, November 2015
- Wipes offer a quick solution, but half limit usage to reduce waste
Interest in Product Features for Hard Surface Cleaning Products
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- Consumers would pay more to save time
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- Figure 55: Interest in hard surface cleaning products with features involving formulations (“any interested” and “interested and would pay more for”), November 2015
- 16-34s and wealthier groups more inclined to pay more
- Consumers less willing to pay more for concentrated products
- Limited use of wipes among older groups lowers overall interest in new formats
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- Figure 56: Interest in hard surface cleaning products with features involving formats (“any interested” and “interested and would pay more for”), November 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Fan chart forecast
Appendix – The Market
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- Figure 57: Best- and worst-case forecast for UK retail value sales of hard surface cleaners*, 2010-20
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