Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- The Great British Clean-Up
- ‘But I don’t have the time to…’
- Get the whole family involved
Market in Brief
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- A thriving, innovative market
- Innovation is driving demand
- Robust performance by brands
- People are “jiffy” cleaning
- More at home leisure time drives demand
- Performance is what counts
- More homes – more to be cleaned
Internal Market Environment
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- Key points
- Time spent on household chores
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- Figure 1: Time spent on household chores (such as cleaning, washing, gardening) on an average weekday, 2006-10
- Allergies
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- Figure 2: Allergies that people are prone to, by time spent on household chores on an average weekday, 2010
- Pet owners
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- Figure 3: Trends in household pet ownership in GB, 2007-10
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- Figure 4: Time spent on household chores on an average weekday, by pet ownership, 2010
- Ownership of household appliances rising
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- Figure 5: Trends in ownership of selected household appliances, 2006-10
- Few households have a paid cleaner
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- Figure 6: Adults who have paid help at home to help with the household chores, 2006-10
- Eco labels
- Ecolabel
Broader Market Environment
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- Key points
- Rising numbers living alone
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- Figure 7: UK households, by size, 2005-15
- More bathrooms
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- Figure 8: Number of bathrooms in the home, 2006-10
- Working women have limited time for cleaning
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- Figure 9: UK trends in women in employment, 2004-09
- Cleaning, a shared task
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- Figure 10: Chores done by 7-14-year-olds, 2005-09
- Ageing population
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- Figure 11: Trends in the age structure of the UK population, by gender, 2005-15
Competitive Context
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- Key points
- Sluggish market for household goods
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- Figure 12: UK retail sales of selected household goods, by category, 2008-10
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Slowdown in innovation
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- Figure 13: Number of household cleaning launches, branded vs. own-label, 2006-June 2010
- Tough talk, but with a caring slant
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- Figure 14: Leading positioning claims of new launches, 2009-10
- Innovation by company
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- Figure 15: Number of launches, by company, Jan-Dec 2009
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- Figure 16: Top 20 launches by company and brand, Jan-Jun 2010
- Innovation in 2010
- Hard surface care dominates innovation
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- Figure 17: New product launches in household cleaning, % by sector, 2006-10
Market Size and Forecast
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- Key points
- Household cleaning products up 20% over 2005-10
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- Figure 18: UK value sales of household cleaning products, 2005-15
- Outlook
- Forecast
Segment Performance
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- Key points
- All-purpose cleaners forge ahead
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- Figure 19: UK retail sales of household cleaning products, by sector, 2010
- Figure 20: UK retail value sales of household cleaning products, by sector, 2007-10
- Liquids dominate the sector
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- Figure 21: UK retail value sales of household cleaners, by format, 2009-10
Market Share
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- Key points
- New product development key to winning share
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- Figure 22: Manufacturers’ shares of household cleaning products, 2008-10
- RB powers ahead
- Boost for SC Johnson
- Own-label fighting back
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- Figure 23: Brand shares in all-purpose, bathroom and kitchen cleaners, specialist cleaners and polishes 2008-10
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- Figure 24: Brand shares in toilet cleaners and bleach, 2008-10
Brand Elements
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- Key points
- Brand map
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- Figure 25: Attitudes towards and usage of various household cleaning product brands, July 2010
- Brand qualities of household cleaning product brands
- Reliability and efficiency most desirable traits
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- Figure 26: Personalities of various household cleaning product brands, July 2010
- Experience of household cleaning product brands
- Domestos most widely used
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- Figure 27: Consumer usage of various household cleaning product brands, July 2010
- Brand consideration for household cleaning product brands
- Dettol has highest consideration
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- Figure 28: Consideration of various household cleaning product brands, July 2010
- Brand satisfaction for household cleaning product brands
- Dettol and Domestos most satisfactory
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- Figure 29: Satisfaction with various household cleaning product brands, July 2010
- Brand commitment to household cleaning product brands
- Ecover has loyal fans, but masses unconvinced
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- Figure 30: Commitment to various household cleaning product brands, July 2010
- Brand intentions for household cleaning product brands
- Dettol and Domestos have highest loyalty
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- Figure 31: Future usage intentions for various household cleaning product brands, July 2010
- Brand recommendation for household cleaning product brands
- Anti-germ brands most recommended
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- Figure 32: Recommendation of various household cleaning product brands, July 2010
- Domestos
- What the consumer thinks
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- Figure 33: Attitudes towards the Domestos brand, July 2010
- Ecover
- What the consumer thinks
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- Figure 34: Attitudes towards the Ecover brand, July 2010
- Flash
- What the consumer thinks
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- Figure 35: Attitudes towards the Flash brand, July 2010
- Cillit Bang
- What the consumer thinks
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- Figure 36: Attitudes towards the Cillit Bang brand, July 2010
- Dettol
- What the consumer thinks
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- Figure 37: Attitudes towards the Dettol brand, July 2010
Companies and Products
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- Major players
- Jeyes
- Procter & Gamble
- Reckitt Benckiser
- SC Johnson
- Unilever
- Robert McBride
- Ozkleen
- Other companies
- WD-40
- Ecover
- Method
- Green Tree (L’Arbre Vert)
- Star Brands
- Spotless Punch
Brand Communication and Promotion
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- Key points
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- Figure 38: Topline advertising spend on household cleaning products, 2006-10
- Advertising by company
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- Figure 39: Topline advertising spend on household cleaning products, % by advertiser, 2006-10
- Figure 40: Market share vs. share of adspend, by company, 2009
- Figure 41: Topline advertising spend on household cleaning products, by advertiser, 2006-10
Channels to Market
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- Key points
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- Figure 42: UK retail value sales of household cleaners, by outlet type, 2008-10
The Consumer – Use of Cleaning Products
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- Key points
- Household and toilet cleaners
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- Figure 43: Trends in frequency of using household and toilet cleaning products, by type, 2006-10
- Toilet cleaners
- Dusting and polishing
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- Figure 44: Trends in frequency of using furniture polishes and dusters, 2006-10
- Use of domestic bleaches
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- Figure 45: Trends in frequency of using domestic bleaches, 2006-10
The Consumer – Cleaning Habits
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- Key points
- People like the house to be clean
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- Figure 46: Attitudes towards home cleaning, 2006 and 2010
- Lifestage influences attitude towards cleaning
- Time spent cleaning and tidying
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- Figure 47: Time and care taken on cleaning and tidying up, 2006-10
- A woman’s place is in the home
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- Figure 48: Time spent cleaning and tidying, by gender, 2010
Attitudes Towards Housework
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- Key points
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- Figure 49: Attitudes towards domestic housework, June 2010
- Let’s dine in
- A quarter would like a cleaner
- Workers don’t want to clean
- I do the cleaning so I will choose
- Little and often
- It’s clean enough
- Fresh smells
Factors Influencing Choice of Household Cleaner
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- Key points
- Products must perform
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- Figure 50: Factors influencing choice of household cleaning products, June 2010
- Cocktail of factors shape choice
- Performance is a must
- The price must be right
- Format a secondary feature
- A pleasing scent
- Power lags behind performance
- Indifference about the environment
- Weak showing for own-label
Attitudes Towards Promotions and Brands
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- Key points
- Promotions
- Special deals encourage stocking up
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- Figure 51: Attitudes towards promotions, June 2010
- Figure 52: Agreement with attitudes towards promotions, June 2010
- People are thinking about savings
- Younger consumers trading down
- Stocking up
- A brand-switching culture
- Some are purely price-sensitive
- Older bias for vouchers, younger for loyalty points
- No worries about price
- Brands
- Own-labels are popular
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- Figure 53: Attitudes towards brands, June 2010
- Figure 54: Agreement with attitudes towards brands, June 2010
- Own-labels appeal to under-35s
- Tabloid readers opt for brands
- Consumers think brands perform better
- Some negatives about own-label
Target Groups
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- Key points
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- Figure 55: Target groups for household cleaning products, June 2010
- Switchers (28% of purchasers)
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- Figure 56: Factors influencing choice, by target group, Switchers, June 2010
- Figure 57: Attitudes towards own-labels, by target group, Switchers, june 2010
- Brandaholics (7%)
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- Figure 58: Factors influencing choice of household cleaning products, by target group, Brandaholics, June 2010
- Figure 59: Attitudes towards own-labels, by target group, Brandaholics, June 2010
- Cost Conscious (43%)
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- Figure 60: Factors influencing choice of household cleaning products, by target group, Cost Conscious, June 2010
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- Figure 61: Attitudes towards own-label, by target group, Cost Conscious, June 2010
- Keen Cleaners (22%)
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- Figure 62: Factors influencing choice of household cleaning products, by target group, Keen Cleaners, June 2010
- Figure 63: Attitudes towards own-label, by target group, Keen Cleaners, June 2010
Appendix – Internal Market Environment
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- Figure 64: Household pet ownership in GB, by demographics, 2010
- Figure 65: Allergies that people are prone to, by time spent on household chores on an average weekday, 2010
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- Figure 66: Time spent cleaning on an average weekday, by pet ownership, 2010
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Appendix – Who’s Innovating?
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- Figure 67: Branded vs. own-label NPD activity, number, 2006-June 2010
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Appendix – Consumer Cleaning Habits
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- Figure 68: Agreement with lifestyle statements on home and cleaning, 2006-10
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- Figure 69: Agreement with lifestyle statements on home and cleaning, by demographics, 2010
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- Figure 70: Agreement with lifestyle statements on home and cleaning, by demographics, 2010
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- Figure 71: Time and care taken on cleaning and tidying up, by demographics, 2010
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- Figure 72: Time and care taken on cleaning and tidying up, by demographics, 2010
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Appendix – Use of Cleaning Products
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- Figure 73: Frequency of using household cleaners, by demographics, 2010
- Figure 74: Frequency of using lavatory cleaners, by demographics, 2010
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- Figure 75: Frequency of using furniture polishes and dusters, by demographics, 2010
- Figure 76: Frequency of using flush treatment lavatory products, by demographics, 2010
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- Figure 77: Frequency of using domestic bleaches, by demographics, 2010
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Appendix – Attitudes Towards Housework
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- Figure 78: Most popular attitudes towards domestic housework, by demographics, June 2010
- Figure 79: Next most popular attitudes towards domestic housework, by demographics, June 2010
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Appendix – Factors Influencing Choice
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- Figure 80: Attitudes towards choosing household cleaning products, by demographics, June 2010
- Figure 81: Attitudes towards choosing household cleaning products, by demographics, June 2010
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- Figure 82: Attitudes towards choosing household cleaning products, by demographics, June 2010
- Figure 83: Attitudes towards choosing household cleaning products, by demographics, June 2010
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- Figure 84: Attitudes towards choosing household cleaning products, by demographics, June 2010
- Figure 85: Attitudes towards choosing household cleaning products, by demographics, June 2010
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Appendix – Attitudes Towards Promotions and Brands
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- Figure 86: Attitudes towards promotions, by demographics, June 2010
- Figure 87: Attitudes towards promotions, by demographics, June 2010
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- Figure 88: Attitudes towards promotions, by demographics, June 2010
- Figure 89: Attitudes towards promotions, by demographics, June 2010
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- Figure 90: Attitudes towards promotions, by demographics, June 2010
- Figure 91: Attitudes towards promotions, by demographics, June 2010
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- Figure 92: Attitudes towards promotions, by demographics, June 2010
- Figure 93: Attitudes towards promotions, by demographics, June 2010
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- Figure 94: Attitudes towards promotions, by demographics, June 2010
- Figure 95: Attitudes towards promotions, by demographics, June 2010
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- Figure 96: Attitudes towards promotions, by demographics, June 2010
- Attitudes towards brands
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- Figure 97: Attitudes towards brands, by demographics, June 2010
- Figure 98: Attitudes towards brands, by demographics, June 2010
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- Figure 99: Attitudes towards brands, by demographics, June 2010
- Figure 100: Attitudes towards brands, by demographics, June 2010
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- Figure 101: Attitudes towards brands, by demographics, June 2010
- Figure 102: Attitudes towards brands, by demographics, June 2010
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- Figure 103: Attitudes towards brands, by demographics, June 2010
- Figure 104: Attitudes towards brands, by demographics, June 2010
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- Figure 105: Attitudes towards brands, by demographics, June 2010
- Figure 106: Attitudes towards brands, by demographics, June 2010
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Appendix – Target Groups
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- Figure 107: Target groups, by demographics, June 2010
- Figure 108: Attitudes towards domestic housework, by target groups, June 2010
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- Figure 109: Purchasing household cleaning products, by target groups, June 2010
- Figure 110: Attitudes towards choosing household cleaning products, by target groups, June 2010
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