Table of Contents
Executive Summary
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- The market
- Market points towards a prosperous future
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- Figure 1: Best- and worst-case scenario forecast of UK retail value sales of toilet and hard surface care products, 2014-24
- Companies and brands
- Zoflora leads overall increase
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- Figure 2: Brand shares in value sales of disinfectants, year ending December 2019
- Bleaches continue to fall
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- Figure 3: Brand shares in value sales of bleaches, year ending December 2019
- Bloo increases its value sales
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- Figure 4: Brand shares in value sales of toilet cleaning and care products, year ending December 2019
- Method focuses on multipurpose cleaners
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- Figure 5: Brand shares in multipurpose hard surface cleaning products, year ending December 2019
- Specialised cleaners see further decline
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- Figure 6: Brand shares in value sales of bath and shower cleaning products, year ending December 2019
- The consumer
- Sharing cleaning responsibilities is on the increase
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- Figure 7: Cleaning responsibilities, by gender, December 2019
- More women in charge of toilet and hard surface care shopping
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- Figure 8: Buying responsibilities, by gender, December 2019
- Kitchen surfaces require the greatest cleaning effort
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- Figure 9: Cleaning frequency, by hard surface, December 2019
- Limescale removers solve the hard water issue
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- Figure 10: Usage of toilet care and cleaning products, April 2019 VS December 2019
- Trigger spray remains the most popular choice
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- Figure 11: Usage of hard surface cleaning products, April 2019 VS December 2019
- Price and product quality drive purchasing choices
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- Figure 12: Purchase drivers in the UK toilet and hard surface care category, December 2019
- Reduced packaging material can attract consumers
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- Figure 13: Behaviours towards toilet and hard surface care products, December 2019
- Smart dispensers to prevent over-dosing of cleaning formulas
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- Figure 14: Attitudes towards toilet and hard surface care products, December 2019
- What we think
Issues and Insights
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- Water scarcity to lead innovation in toilet and hard surface care
- The facts
- The implications
- In-store refilling stations can boost zero-waste shopping
- The facts
- The implications
The Market – What You Need to Know
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- The toilet and hard surface care market starts growing again
- Toilet care responsible for rising sales
- Working from home on the increase
- Water scarcity is a rising concern
- Refill initiatives boost sustainability
- Zero-waste shopping is gaining popularity
Market Size and Forecast
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- The toilet and hard surface care market starts growing again
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- Figure 15: UK retail value sales of toilet and hard surface care products, at current and constant prices, 2014-24
- Market points towards a prosperous future
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- Figure 16: Best- and worst-case scenario forecast of UK retail value sales of toilet and hard surface care products, 2014-24
- Forecast methodology
Market Segmentation
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- Toilet care’s value sales on the increase
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- Figure 17: UK retail value sales of toilet and hard surface care products, 2017-19
- Disinfecting the toilet remains a top priority
- Rim block toilet cleaners increase value sales
- Hard surface care category declines
- Multipurpose cleaners cannibalise specialised cleaners
Channels to Market
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- Prices favour supermarkets and discounters
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- Figure 18: UK retail value sales of toilet care products, bleaches, disinfectants and hard surface care cleaners*, by outlet type, 2017-19
- Online delivery services become more sophisticated
Market Drivers
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- Working from home is on the increase
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- Figure 19: Increase in at-home workers and people who work in different places with home as a base, Oct-Dec 2008 – Oct-Dec 2018
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- Figure 20: Bon Voyage by W5 Multi-surface cleaning wipes, Lidl, 2016
- More people cooking from scratch
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- Figure 21: Percentage of people who cook meals from scratch, November 2016 - November 2019
- Water scarcity is a rising concern
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- Figure 22: Unilever, Domestos Flush Less toilet spray, South Africa, January 2019
- Figure 23: Reckitt Benckiser’s #FinishWaterWaste campaign, 2019
- Refill initiatives boost sustainability
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- Figure 24: New dettol and Cif launches carrying the refill/refillable claim, 2019
- Zero-waste shopping is gaining popularity
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- Figure 25: Ecover #Refillution project, 2019
- Consumers worry about their health when using cleaning products
- The COVID-19 outbreak will change habits for the foreseeable future
Companies and Brands – What You Need to Know
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- Zoflora leads overall increase
- Method focuses on multipurpose cleaners
- Shy increase in new product launches in toilet care segment
- Overall launch activity rises in hard surface care
- Adspend focuses on bleach & disinfectants
- Alkimi creates a higher proportion of favouritism
Market Share
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- Toilet cleaning and care
- Zoflora leads overall increase
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- Figure 26: Retail value sales of disinfectants, by brand, years ending December, 2017-19
- Bleaches continue to fall
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- Figure 27: Retail value sales of bleaches, by brand, years ending December, 2017-19
- Bloo increases its value sales
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- Figure 28: Retail value sales of toilet care and cleaning products, by brand, years ending December, 2017-19
- Hard surface care
- Method focuses on multipurpose cleaners
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- Figure 29: Retail value sales of multipurpose hard surface cleaning products, by brand, years ending December, 2017-19
- Specialised cleaners see further decline
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- Figure 30: Retail value sales of bath and shower cleaning products, by brand, years ending December, 2017-19
Launch Activity and Innovation – Toilet Care
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- Shy increase in new product launches
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- Figure 31: New product development in the UK toilet care market, by product segment, January 2016 - December 2019
- New varieties increase share of NPD
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- Figure 32: New product development in the UK toilet care market*, by launch type, January 2016 - December 2019
- Seasonal and limited-edition fragrances in toilet care
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- Figure 33: Examples of seasonal and/or limited-edition scented toilet care products, 2019
- Henkel continues to prevail in terms of NPD
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- Figure 34: New product development in the UK toilet care market*, by top ultimate companies and other, 2019
- Toilet rim blocks for all tastes
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- Figure 35: Examples of Bloo toilet (bowl) freshener launches, 2019
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- Figure 36: Examples of Domestos toilet (bowl) freshener launches, 2019
Launch Activity and Innovation – Hard Surface Care
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- Overall launch activity rises
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- Figure 37: New product development in the UK hard surface care market, by product segment, January 2016 - December 2019
- New product launches remain stable
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- Figure 38: New product development in the UK hard surface market, by launch type, January 2016 - December 2019
- Major companies dominate the hard surface care segment
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- Figure 39: New product development in the UK hard surface care market, by top ultimate companies and other, 2019
- Figure 40: Examples of launches by four top companies of the hard surface care category, 2019
- Veganism pervades the hard surface care category
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- Figure 41: Top 15 claims in the UK hard surface care market (based on leading claims for 2019), 2018 and 2019
- Figure 42: Examples of hard surface care product launches carrying the vegan/free from animal ingredients claim, 2019
- Biodegradability clarifies eco-friendly features
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- Figure 43: Examples of launches carrying the biodegradable claim, 2019
- P&G launches longer-lasting antibacterial protection with Microban
Advertising and Marketing Activity
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- Toilet cleaning and care
- Adspend focuses on bleach & disinfectants
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- Figure 44: Total above-the-line, online display and direct mail advertising expenditure on toilet cleaning and care products, by segment, 2019
- Figure 45: Recorded above-the-line, online display and direct mail total advertising expenditure on toilet cleaning and care products*, by advertiser, 2019
- Dettol commits to sustainability
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- Figure 46: Dettol’s The Trigger Project advertising campaign, 2019
- Hard surface care
- Advertising expenditure focuses on multipurpose and floor cleaners
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- Figure 47: Total above-the-line, online display and direct mail advertising expenditure on hard surface care products, by segment, 2019
- Major companies cut back on adspend
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- Figure 48: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface care products, by advertiser, 2019
- Dettol helps stop the spread of winter diseases
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- Figure 49: Dettol advert, 2019
- Cillit Bang tackles limescale and water marks
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- Figure 50: Cillit Bang limescale remover advert, 2019
- Method aims to challenge social stereotypes
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- Figure 51: Method DragCleans campaign, 2019
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 52: Attitudes towards and usage of selected brands, January 2020
- Key brand metrics
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- Figure 53: Key metrics for selected brands, January 2020
- Harpic inspires trust and good value, while Alkimi is seen as worth paying more for
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- Figure 54: Attitudes, by brand, January 2020
- Seventh Generation features a strong ethical profile
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- Figure 55: Brand personality – macro image, January 2020
- Alkimi and Seventh Generation are perceived as comforting and authentic
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- Figure 56: Brand personality – micro image, January 2020
- Brand analysis
- Attitude is still little known, but highly recommended
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- Figure 57: User profile of Attitude, January 2020
- Harpic appeals to variegated profiles of consumers
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- Figure 58: User profile of Harpic, January 2020
- Seventh Generation is the ethical standout
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- Figure 59: User profile of Seventh Generation, January 2020
- Alkimi creates a higher proportion of favouritism
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- Figure 60: User profile of Alkimi, January 2020
- Frosch is perceived as basic and perfect for families
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- Figure 61: User profile of Frosch, January 2020
The Consumer – What You Need to Know
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- Sharing cleaning responsibilities is on the increase
- Toilets need to look and smell clean as long as possible
- Limescale removers solve the hard water issue
- Trigger spray remains the most popular choice
- Price and product quality drive purchasing choices
- Reduced packaging material can attract consumers
- Smart dispensers to prevent over-dosing of cleaning formulas
Cleaning and Buying Responsibilities
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- Sharing cleaning responsibilities is on the increase
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- Figure 62: Cleaning responsibilities, by gender, December 2019
- More women in charge of toilet and hard surface care shopping
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- Figure 63: Buying responsibilities, by gender, December 2019
- Opportunities for male-targeted initiatives
Cleaning Frequency
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- Kitchen surfaces require the greatest cleaning effort
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- Figure 64: Cleaning frequency, by hard surface, December 2019
- Toilets need to look and smell clean as long as possible
Usage of Toilet Care and Cleaning Products
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- Bleach combines convenience and cleaning efficacy
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- Figure 65: Usage of toilet care and cleaning products, April 2019 VS December 2019
- Limescale removers solve the hard water issue
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- Figure 66: Examples of toilet care products with limescale removing action, 2019
- Removing limescale needs to be safe and eco-friendly
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- Figure 67: Examples of toilet care products with limescale removing action not tested on animals, 2019
Usage of Hard Surface Cleaning Products
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- Trigger spray remains the most popular choice
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- Figure 68: Usage of hard surface cleaning products, April 2019 VS December 2019
- Multipurpose cleaners remain popular…
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- Figure 69: Usage of hard surface cleaning formulas, April 2019 VS December 2019
- …but younger consumers prefer bleach
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- Figure 70: Usage of selected hard surface cleaning formulas, by age, December 2019
Purchase Drivers
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- Price and product quality drive purchasing choices
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- Figure 71: Purchase drivers in the UK toilet and hard surface care category, December 2019
- Women look for products that facilitate cleaning tasks
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- Figure 72: Purchase drivers in the UK toilet and hard surface care category, by gender, December 2019
- Figure 73: Examples of toilet and hard surface care products carrying the easy-to-use claim, 2019
Behaviours around Toilet and Hard Surface Care Products
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- Reduced packaging material can attract consumers
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- Figure 74: Behaviours towards toilet and hard surface care products, December 2019
- Younger consumers more likely to try new scents
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- Figure 75: Likeliness to try new scents of cleaning products, by age, December 2019
- Changing fragrances to tackle over-cleaning
- Consumers show interest towards waterless cleaning products…
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- Figure 76: Ajax Kitchen cleaner, Colgate-Palmolive, 2019
- …but proving their efficacy is crucial
Attitudes towards Toilet and Hard Surface Care
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- Smart dispensers to prevent over-dosing of cleaning formulas
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- Figure 77: Attitudes towards toilet and hard surface care products, December 2019
- Older consumers question wipes’ cleaning efficacy
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- Figure 78: Agreement with “Cleaning wipes are just as effective at cleaning as other formats”, by age, December 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – The Market
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- Figure 79: Best- and worst-case forecast of UK retail value sales of toilet cleaning and care products, 2014-24
- Figure 80: Best- and worst-case forecast of UK retail value sales of hard surface cleaning and care products, 2014-24
- Forecast methodology
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