Table of Contents
Executive Summary
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- The market
- Value sales continue to increase
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- Figure 1: Best- and worst-case forecast of UK value sales of household cleaning equipment*, 2014-24
- Numbers of families and households increase
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- Figure 2: Trends in the number of families* and households**, England and Wales, 2011-19
- Companies and brands
- Spontex and Vileda continue to lead the market
- Flash and Minky see significant value sales increase
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- Figure 3: Brand shares in value sales of household cleaning equipment, year ending November 2019
- NPD lags in household cleaning equipment category
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- Figure 4: Launches of household cleaning equipment, by launch type, 2016-19
- Adspend is increasing in line with sales
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- Figure 5: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, 2016-19
- The consumer
- Majority of people are involved in the buying process
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- Figure 6: Responsibility for purchasing household cleaning equipment, by age and gender, November 2019
- Sponge scourers dominate usage
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- Figure 7: Usage of household cleaning equipment in the last three months, by room in the house, November 2019
- Value is a key driver of purchase
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- Figure 8: Important factors when buying household cleaning equipment, November 2019
- Wipes and kitchen roll represent threats to equipment
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- Figure 9: Cleaning equipment behaviours, November 2019
- Cordless vacuums becoming more prevalent
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- Figure 10: Usage of floor cleaning equipment, 2017 and 2019
- Recent purchases of vacuum cleaners
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- Figure 11: Most recent purchase of a vacuum cleaner in the home, November 2019
- Germ removal is a key part of cleaning floors
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- Figure 12: Floor cleaning behaviours, November 2019
- What we think
Issues and Insights
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- Sustainability still yet to boom in cleaning equipment
- The facts
- The implications
- Price remains key, but not everything
- The facts
- The implications
- Cordless vacuums show the way for robotics
- The facts
- The implications
The Market – What You Need to Know
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- Value sales continue to increase
- Floor cleaning is fastest-growing segment
- More consumers shopping in discount stores
- Numbers of families and households increase
- The natural environment represents a primary concern
- Consumers worry about the health impact of cleaning formulations
Market Size and Forecast
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- Value sales continue to increase
- Sustainability has yet to boom in this category
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- Figure 13: UK retail value sales for household cleaning equipment*, at current and constant prices, 2014-24
- Growth pattern expected to continue
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- Figure 14: Best- and worst-case forecast of UK value sales of household cleaning equipment*, 2014-24
- Forecast methodology
Market Segmentation
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- Floor cleaning is fastest-growing segment
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- Figure 15: UK retail value sales of household cleaning equipment*, by segment, 2017-19
- Worries about germs impact on value sales of non-disposable products
Channels to Market
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- More consumers shopping in discount stores
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- Figure 16: Retail value sales of household cleaning equipment, by outlet type, 2017-19
- Opportunities to increase consumers’ loyalty
Market Drivers
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- Numbers of families and households increase
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- Figure 17: Trends in the number of families* and households**, England and Wales, 2011-19
- The natural environment represents a primary concern
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- Figure 18: Change in purchase of eco-friendly household care products over the last year, March 2019
- Consumers worry about the health impact of cleaning formulations
- Interest in smart home appliances is on the increase
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- Figure 19: Interest in buying smart home devices, by age, March 2019
- The rise of influencers in household care
Companies and Brands – What You Need to Know
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- Spontex and Vileda continue to lead the market
- Flash and Minky see significant value sales increase
- NPD lags in household cleaning equipment category
- Total adspend on the increase
- Vileda possesses a high-performance image
Market Share
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- Spontex and Vileda continue to lead the market
- Flash and Minky see significant value sales increase
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- Figure 20: Brand shares in value sales of household cleaning equipment, years ending November 2018 and 2019
- Own-label sales slip
Launch Activity and Innovation
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- NPD lags in household cleaning equipment category
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- Figure 21: Launches of household cleaning equipment, by launch type, 2016-19
- Figure 22: Examples of new product launches, 2019
- Environmental focus in cleaning equipment is growing
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- Figure 23: Top claims on household cleaning equipment launches, by leading claims in 2019, 2018 and 2019
- Recycling and upcycling initiatives begin to emerge
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- Figure 24: Examples of product launches with ethical/environmental claims in the household cleaning equipment category, 2019
- Brands dominate NPD
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- Figure 25: Launches of household cleaning equipment, by own- label v branded, 2016-19
- Own-label products continue to drive economy claims
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- Figure 26: Example of own-label product launches in the household cleaning equipment category, 2019
- Flash launches create value
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- Figure 27: Flash launches in the household cleaning equipment category, 2019
Advertising and Marketing Activity
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- Total adspend on the increase
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- Figure 28: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, 2016-19
- A few companies responsible for overall adspend
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- Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on household cleaning equipment*, by top advertisers in 2019, 2017-19
- Procter & Gamble appears among top advertisers
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- Figure 30: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, by leading brands, 2019
- Adspend support for vacuum cleaners increases in 2019
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- Figure 31: Total above-the-line, online display and direct mail advertising expenditure on vacuums, 2017-19
- Vax increases adspend share in vacuum cleaner category
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- Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on vacuums, by top advertisers in 2019, 2017-19
- Major companies invest in cordless vacuums
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- Figure 33: Share of highest recorded adspend in vacuums, by top advertisers, 2019
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of selected brands, October 2019
- Key brand metrics
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- Figure 35: Key metrics for selected brands, October 2019
- e-cloth is noted for innovation
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- Figure 36: Attitudes, by brand, October 2019
- Spontex risks being seen as boring
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- Figure 37: Brand personality – macro image, October 2019
- Vileda drives an expert image among consumers
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- Figure 38: Brand personality – micro image, October 2019
- Brand analysis
- Vileda possesses a high-performance image
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- Figure 39: User profile of Vileda, October 2019
- Marigold’s protective benefits lead to a trustworthy reputation
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- Figure 40: User profile of Marigold, October 2019
- Spontex lacks an engaging image
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- Figure 41: User profile of Spontex, October 2019
- Minky benefits from social media, but lacks a distinctive proposition
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- Figure 42: User profile of Minky, October 2019
- e-cloth is considered innovative but has low awareness
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- Figure 43: User profile of e-cloth, October 2019
The Consumer – What You Need to Know
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- Majority of people are involved in the buying process
- Sponge scourers dominate usage
- Value is a key driver of purchase
- Wipes and kitchen roll represent threats to equipment
- Cordless vacuums becoming more prevalent
- Recent purchases of vacuum cleaners
- Germ removal is a key part of cleaning floors
Responsibility for Purchasing
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- Majority of people are involved in the buying process
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- Figure 44: Responsibility for purchasing household cleaning equipment, by gender, November 2019
- Difference between genders balancing among younger groups
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- Figure 45: Responsibility for purchasing household cleaning equipment, by age and gender, November 2019
Usage of Cleaning Equipment
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- Sponge scourers dominate usage
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- Figure 46: Usage of household cleaning equipment in the last three months, by room in the house, November 2019
- Children influence higher penetration of products
- Sponge scourers show little financial bias
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- Figure 47: Any usage of household cleaning equipment in the last three months, November 2019
- Household income influences product repertoire
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- Figure 48: Repertoire of cleaning equipment products used in the last three months, November 2019
Important Purchase Factors
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- Value is a key driver of purchase
- Chemical-free cleaning has yet to take hold
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- Figure 49: Important factors when buying household cleaning equipment, November 2019
- Eco claims set to grow
Cleaning Equipment Behaviours
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- Wipes and kitchen roll represent threats to equipment
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- Figure 50: Cleaning equipment behaviours, November 2019
- Rubber gloves are the answer to skin concerns
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- Figure 51: Ecozone’s Multi-purpose Microfibre Cloth, September 2019
Usage of Floor Cleaning Equipment
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- Cordless vacuums becoming more prevalent
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- Figure 52: Usage of floor cleaning equipment, 2017 and 2019
- Robotic vacuum cleaners increase their influence
- Mops remain in demand
Last Purchase of a Vacuum Cleaner
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- Recent purchases of vacuum cleaners
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- Figure 53: Most recent purchase of a vacuum cleaner in the household, November 2019
- An opportunity to promote an environmental message
Floor Cleaning Behaviours
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- Germ removal is a key part of cleaning floors
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- Figure 54: Floor cleaning behaviours, November 2019
- Potential to increase penetration of robotic devices despite concerns
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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