Table of Contents
Overview
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- What you need to know
- Key issues
- Market context
- Economic assumptions
- Products covered in this Report
Executive Summary
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- The market
- COVID-19 revamps sales of germ-killing cleaning products
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- Figure 1: UK central forecast value sales of germ-killing cleaning products (prepared 16 November 2020), 2015-25
- Impact of COVID-19 on germ-killing cleaning products
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on germ-killing cleaning products, 16 November 2020
- Align with new cleaning needs
- Invest in positive change for long term success
- Homecare routines become part of a holistic approach to health
- Fickle consumer sentiment may lead to trading down
- The consumer
- Bleach most used germ-killing cleaner
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- Figure 3: Usage of germ-killing cleaning products, by gender, August 2020
- Frequently touched surfaces create hygiene concerns
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- Figure 4: Frequency of usage of germ-killing cleaning products, August 2020
- Consumers value convenience
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- Figure 5: Important germ-killing cleaning product features, August 2020
- Home cleaning becomes a higher priority
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- Figure 6: Change in consumer behaviours since the start of the COVID-19 outbreak, by gender, August 2020
- Interactive formulas represent an opportunity
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- Figure 7: Interest in germ-killing cleaning product concepts, August 2020
- Boost emotional connection with homecare brands
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- Figure 8: Attitudes towards germ-killing cleaning products, August 2020
- Companies and brands
- Dettol benefits from positive reputation while Method captures green sentiments
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- Figure 9: Brand share in antibacterial multipurpose cleaners, year ending September 2020
- Zoflora appeals through scents
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- Figure 10: Brand share in disinfectant specialist cleaning, year ending September 2020
- Bleach means Domestos
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- Figure 11: Brand share in bleach, year ending September 2020
Issues and Insights
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- Tap into healthy lifestyles, not just hygiene
- Stay ahead of the competition through innovation
The Market – Key Takeaways
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- COVID-19 revamps sales of germ-killing cleaning products…
- …but fickle consumer sentiment makes people trade down
- Align with new cleaning needs
Market Size and Forecast
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- Impact of COVID-19 on germ-killing cleaning products
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- Figure 12: Short-, medium- and long-term impact of COVID-19 on germ-killing cleaning products, 16 November 2020
- COVID-19 revamps sales of germ-killing cleaning products…
- …but demand for home germ-killing cleaning products will slow down
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- Figure 13: UK value sales of germ-killing cleaning products (prepared on 16 November 2020), 2014-25
- Align with new cleaning needs
- Invest in positive change for long term success
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- Figure 14: UK central forecast value sales of germ-killing cleaning products (prepared 16 November 2020), 2015-25
- Market drivers and assumptions
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- Figure 15: Key drivers affecting Mintel’s market forecast (prepared 13 October 2020), 2015-25
- Lessons from the last recession
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- Figure 16: UK value sales of germ-killing cleaning products, 2007-17
- Forecast methodology
Market Segmentation
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- Antibacterial multipurpose cleaners see greatest increase
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- Figure 17: UK retail value sales of germ-killing cleaning products, 2018-20 (est)
- Household bleach sees moderate growth
- Value sales of disinfectant specialist cleaning rise
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- Figure 18: Example of anti-bacterial launches formulated with probiotics, 2018-20
Channels to Market
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- Value sales increase across all channels
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- Figure 19: UK retail value sales of germ-killing cleaning products*, 2018-20 (est)
- Convenience stores benefit from at-home working practices
- Collaborate with retailers to improve consumer shopping experience
- eCommerce is here to last
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- Figure 20: People who have increased the amount of shopping they do online since the COVID-19/coronavirus outbreak, 28 February-16 April
- Adapt packaging to ensure a positive delivery experience
- The future is touchless
Market Drivers
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- Fickle consumer sentiment makes people trade down
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- Figure 21: Trends in consumer sentiments for the coming year, January 2009-September 2020
- Older age groups become more prominent
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- Figure 22: Trends in the age structure of the UK population, 2015-25
- Concerns about germs create new cleaning needs
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- Figure 23: Persil launches new Antibacterial Laundry Sanitiser, 2020
- Homecare routines become part of a holist approach to health
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- Figure 24: Tody app, 2020
- Prevent germ-killing cleaning fatigue
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- Figure 25: Dettol Antibacterial Surface Cleanser features the seal of approval from The British Allergy Foundation, 2020
- Consumers question scents’ safety and indoor pollution
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- Figure 26: Attitudes towards scents, August 2019
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- Figure 27: Examples of antibacterial aircare launches, 2020
Companies and Brands – Key Takeaways
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- Dettol benefits from positive reputation while Method captures green sentiments
- COVID-19 boosts demand for antibacterial claims
- Podcasts and the gaming world offer new advertising opportunities
Market Share
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- Dettol benefits from positive reputation
- Methods captures consumer demand for eco-friendly options
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- Figure 28: UK retail value sales of antibacterial multipurpose cleaners, year ending September 2018, 2019 and 2020
- Cif extends its green offering
- Own-label antibacterial multipurpose cleaners on the rise
- Zoflora appeals through scents
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- Figure 29: UK retail value sales of disinfectant specialist cleaning, year ending September 2018, 2019 and 2020
- Astonish’s value sales favour from NPD
- Bleach means Domestos
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- Figure 30: UK retail value sales of household bleach, year ending 2018, 2019 and 2020
Launch Activity and Innovation
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- Antibacterial claims on the rise
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- Figure 31: Proportion of household care NPD carrying the antibacterial claim, January 2017-September 2020
- COVID-19 boosts demand for antibacterial claims
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- Figure 32: Share of household care launches carrying the anti-bacterial claims, by category, January 2017-September 2020
- Figure 33: Nicky Defend Antibacterial Disposable Hand Towels, 2020
- Provide efficacy and sustainability for higher market penetration
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- Figure 34: Selected examples of cleaning equipment NPD carrying the antibacterial claim, 2020
- Reckitt Benckiser accounts for 29% of antibacterial launches
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- Figure 35: Proportion of household care* NPD carrying the antibacterial claim, by top ten ultimate companies and other, 2019
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- Figure 36: Examples of antibacterial NPD from Dettol and Cif, 2019-20
- SC Johnson diversifies with traditional and eco-friendly brands
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- Figure 37: Selected examples of antibacterial NPD from SC Johnson & Son, 2019-20
- Private labels invest in NPD…
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- Figure 38: Selected examples of new packaging and new varieties from private labels, 2019
- …and highlight on-pack antibacterial claims
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- Figure 39: Selected examples of relaunches from private labels, 2020
- Aldi offers value and sustainability at once
- Domestos explores handy formats
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- Figure 40: Domestos Spray Bleach Multipurpose Cleaner, 2020
- Cif extends its ecorefill technology
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- Figure 41: Cif Ecorefill Anti-Bac and Shine Multi-Purpose formula, 2020
- COVID-19 specific claims make their entrance
- Hospital-inspired brands disrupt the category
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- Figure 42: Examples of antibacterial launches with hospital-inspired launches, 2020
- Academic research leads innovation
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- Figure 43: Germagic Multi-Pro 72 Disinfectant Spray, June 2020
Advertising and Marketing Activity
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- Reckitt Benckiser covers over half of total adspend
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- Figure 44: Total above-the-line, online display and direct mail advertising expenditure on selected household care categories*, by leading advertisers, 2019
- Figure 45: Total above-the-line, online display and direct mail advertising on selected household care categories*, by leading brands, 2019
- Dettol encourages long-term protection
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- Figure 46: Dettol ‘Keep Protecting – Chess’ advert, 2020
- Domestos increases toilet access around the world
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- Figure 47: Domestos ‘We Can Do It’ advert, 2019
- Harpic promotion encourages bleach users to switch
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- Figure 48: “Harpic power plus: the ultimate hygiene routine” advert, 2020
- Zoflora launches virtual fragrance workshop
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- Figure 49: Zoflora’s Botanical workshop post, September 2020
- Podcasts offer a new advertising opportunity
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- Figure 50: Total above-the-line, online display and direct mail advertising expenditure on germ-killing cleaning products*, by media type, 2019
- Watch out for the virtual gaming world
- Nielsen Ad Intel coverage
The Consumer – Key Takeaways
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- Bleach most used germ-killing cleaner
- Consumers value convenience
- Home cleaning becomes a higher priority
The Impact of COVID-19 on Consumer Behaviour
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- COVID-19 remains a source of preoccupation
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- Figure 51: Concern of exposure risk to COVID-19/coronavirus, 28 February-1 October 2020
- Environmental concerns strengthen during the pandemic
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- Figure 52: Change in priority given to the environment since the COVID-19/coronavirus outbreak, 8-19 October 2020
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- Figure 53: Examples of antibacterial launches formulated with plant based/derived ingredients and/or sustainably sourced ingredients, 2020
- COVID-19 boosts health-focused shopping behaviours
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- Figure 54: On-pack information influencing purchase of household care products, May 2020
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- Figure 55: Examples of antibacterial launches supporting skin health, 2016-18
- Face masks become an indispensable accessory
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- Figure 56: Examples of antibacterial launches suitable for mask cleaning, 2020
- On-the-go germ-killing formulas still have a go
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- Figure 57: Examples of antibacterial launches to use on-the-go, 2020
Usage of Germ-killing Cleaners around the House
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- Bleach most used germ-killing cleaner
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- Figure 58: Usage of germ-killing cleaning products, by gender, August 2020
- Aromatherapy can boost a health-focused approach to homecare
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- Figure 59: Examples of launches carrying both the antibacterial and aromatherapy claims, 2019
- It is the right time to explore new product concepts
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- Figure 60: Repertoire of germ-killing cleaning products used, August 2020
Frequency of Usage of Germ-killing Cleaners
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- Associate kitchen cleaning with cooking ideas
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- Figure 61: Frequency of usage of germ-killing cleaning products, August 2020
- Frequently touched surfaces create hygiene concerns
- Pet owners represent an opportunity
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- Figure 62: Regina Pets Extra Large Paper Sheets, 2020
Important Product Features
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- Consumers value convenience
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- Figure 63: Important germ-killing cleaning product features, August 2020
- Germs can hide in unexpected areas
- Younger age-groups more likely to examine eco-friendliness…
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- Figure 64: Importance of selected germ-killing cleaning product features, by age, August 2020
- …and sensory features
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- Figure 65: Examples of household care launches carrying the alcohol-free claim, 2018-20
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- Figure 66: Examples of anti-bacterial launches scented with essential oils, 2020
Change in Behaviours since the COVID-19 Outbreak
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- Home cleaning becomes a higher priority
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- Figure 67: Change in consumer behaviours since the start of the COVID-19 outbreak, by gender, August 2020
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- Figure 68: Examples of launches that encourage healthy routines, 2020
- Support an equal division of household care tasks
- Tackle over-cleaning to support healthy homes
- New options appeal to younger consumers
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- Figure 69: Consumers who have tried a new germ-killing cleaning product since the start of the COVID-19 outbreak, by age, August 2020
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- Figure 70: Procter & Gamble’s NBD. range of household care products, 2020
Interest in Germ-killing Cleaning Product Concepts
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- Interactive formulas represent an opportunity
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- Figure 71: Interest in germ-killing cleaning product concepts, August 2020
- Consumers express interest in long-lasting germ-killing effect
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- Figure 72: Procter & Gamble’s Microban 24 range of household care products, 2020
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- Figure 73: Examples of launches formulated with ingredients that inhibit growth of bacteria, 2018-20
- Remote working practices will continue
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- Figure 74: Examples of hard surface care launches designed for tech devices, 2018-20
- Cross-category formulas can appeal to 16-34s
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- Figure 75: Electrosan Skin and Surface Antiviral Spray, August 2020
- Figure 76: Interest in germ-killing cleaning products also suitable for using on the body, by age, August 2020
- Support innovation through science
Attitudes towards Germ-killing Cleaning Products
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- Boost emotional connection with homecare brands
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- Figure 77: Attitudes towards germ-killing cleaning products, August 2020
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- Figure 78: Astonish Spread Love Not Germs Antibacterial Surface Cleaner, 2020
- Private labels experience growing momentum
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- Figure 79: Method’s Art Collection range of household care products, 2020
- Stand out through inclusiveness
- Using germ-killing formulas is not a 100% rational choice
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- Figure 80: Flash Traditional Collection Natural Fresh Soap Multipurpose Spray Cleaner, 2020
- 16-34s more likely to question germ-killing cleaners’ sustainability
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- Figure 81: Agreement with “Germ-killing cleaning products are more damaging for the environment than regular cleaning products, by age, August 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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