About the market:

The UK household cleaning products market continues to appeal to very different types of consumers, with differing attitudes and cleaning habits. Recent trends across the review period have reflected an attempt to both modernise the categories, and also to encourage usage through greater segmentation and the addition of higher-priced products to brand portfolios.

Although much of the most enthusiastic cleaning is carried out by poorer groups, greater levels of PDI generally across the population has been reflected in a new willingness to spend more money on effective cleaners, niche products and also on convenient, time-saving gadgetry. The feel among both manufacturers and retailers, however, is that the market is now ready for a degree of simplification in the aftermath of all this diversification. Limited shelf space may require manufacturers to rethink portfolios, replacing diversity by concentrating on core value-winning product ideas.

About Mintel’s research:

Providing the most innovative consumer research and latest market trend analysis, Mintel's new report offers you all the insight and inspiration you need to fully understand the market and conduct clever, creative and profitable marketing. Use Mintel's research to:

Track the market’s size, segmentation, driving forces, supply structure and distribution channels

Investigate the penetration levels of each type of household cleaner

Address the cleaning habits and regimes in the UK’s households and find out which consumers actually enjoy cleaning their houses

Discover what consumers think about household cleaning and tailor your offering accordingly

Use ready-segmented household cleaning target groups for efficient and focused marketing

Find out how to best reach key audiences with the most effective marketing messages

Assess new versus traditional cleaning habits, by gender, age, lifestage, marital status and Mintel's Special Groups

Pin point and exploit market potential before your competitors

Assess the major suppliers, their market positioning and ad spend

Gain further insight into the market’s future prospects and measure market forecasts to build realistic business models.

Intriguing findings:

46% of respondents to Mintel’s survey admitted to gaining satisfaction from having a clean house, while 27% even indicated they enjoy cleaning.

Only 20% of consumers claimed they did not have time to keep their house as clean as they would like: a surprisingly low statistic perhaps considering the time constraints on the increasing number of men and women who work.