Table of Contents
Introduction
-
- Definitions
- Abbreviations
Issues in the Market
-
- What factors are most likely to drive sales in market?
- How widely are bleaches and disinfectants used in the home?
- What factors are most important to those buying these products?
- To what extent does price influence shopping behaviour?
- Are there any signs of a backlash against obsession with germs?
Future Opportunities
-
- Trend: Totophobia
- Trend: Purity
Executive Summary
-
- The market
-
- Figure 1: Forecast of UK retail sales of bleaches and disinfectants, at current prices, 2005-15
- Increasing competition from other cleaning formats
- Decline in sales recorded in 2010
- Retailers drive down prices
- Thick bleach the bulk of the market
- Market factors
- Satisfaction in a clean home
- More households with more bathrooms
- Avenues for growth limited
- Companies, brands and innovation
- Domestos leads bleaches market
- Burst of new product launches starts 2011
- Fall in advertising for bleaches
- The consumer
-
- Figure 2: Main uses of bleaches and disinfectants in the home, January 2011
- Cleaning toilets top use for bleaches
- Performance and price the biggest factors
-
- Figure 3: Most important factors when buying bleaches/disinfectants, January 2011
- Well-known brands have strong appeal
-
- Figure 4: Buying behaviour when shopping for bleaches/disinfectants, January 2011
- Striking a balance between hygiene and obsession
-
- Figure 5: Attitudes towards germs, January 2011
- What we think
Internal Market Environment
-
- Key points
- Household chores a significant demand on time
-
- Figure 6: Amount of time spent on average weekday on household chores (cleaning, washing, gardening, etc), 2006-10
-
- Figure 7: Frequency of various cleaning tasks in the home, November 2010
- Strong desire for a clean home
-
- Figure 8: Trends in agreement with selected attitudes towards housework, 2006-10
- Help with household chores a rarity
-
- Figure 9: Trends in paid help at home with household chores, 2006-10
- Sustainability likely to increase in importance
Broader Market Environment
-
- Key points
- More bathrooms a boost to the market
-
- Figure 10: Trends in number of bathrooms in the home, 2006-10
- Projected growth in household numbers
-
- Figure 11: UK households, by size, 2005-15
- Ageing population and more young children
-
- Figure 12: Trends in the age structure of the UK population, 2005-15
-
- Figure 13: Population trends, by socio-economic group, 2005-15
- Household budgets under pressure
-
- Figure 14: Trends in how respondents would describe their financial situation, February 2009-February 2011
-
- Figure 15: Trends in the impact of the economic downturn on consumers, February 2009-February 2011
- Figure 16: Trends in consumer sentiment for the coming year, February 2009-February 2011
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Killing germs the major focus of claims
-
- Figure 17: New product launches in the UK bleaches and disinfectants market, by claims, 2008-10
- Brands top new product launch activity
-
- Figure 18: New product launches in the UK bleaches and disinfectants market, brand vs. own-label, 2008-10
-
- Figure 19: New product launches by top companies in the UK bleaches and disinfectants market, 2008-10
- Widening range of fragrances
-
- Figure 20: New product launches in the UK bleaches and disinfectants market, by fragrance component group, 2008-10
- Mixture of new products, formulations and varieties
-
- Figure 21: New product launches in the UK bleaches and disinfectants market, by launch type, 2008-10
Competitive Context
-
- Key points
- Bleaches and disinfectants underperforms household care
-
- Figure 22: Comparison of sales of bleaches and disinfectants with other household care markets, 2005-10
Market Size and Forecast
-
- Key points
- Mature market with growing competition
-
- Figure 23: UK retail value sales of bleaches and disinfectants, at current and constant prices, 2005-15
- Thick bleaches the bulk of the market
-
- Figure 24: UK retail sales of bleaches and disinfectants, by sector, at current prices, 2005-15
- The future
-
- Figure 25: Forecast of UK retail sales of bleaches and disinfectants, at current prices, 2005-15
- Forecast methodology
Market Shares
-
- Key points
- Domestos leads bleaches market
-
- Figure 26: Brand shares in value sales of bleaches, 2010
- Dettol the leading disinfectant
-
- Figure 27: Brand shares in value sales of disinfectants, 2010
Companies and Products
-
- Jeyes
- Reckitt Benckiser
- Thornton & Ross
- Unilever
- Robert McBride
Channels to Market
-
- Key points
- Grocery multiples dominate market
-
- Figure 28: Retail distribution of bleaches and disinfectants, 2008-10
- Discounters benefit from the recession
Brand Communication and Promotion
-
- Key points
- Decline in advertising of bleaches
-
- Figure 29: Main media advertising expenditure on bleaches, 2007-10
- Domestos reduces its spending
-
- Figure 30: Main media advertising expenditure on bleaches, by advertiser and brand, 2007-10
- TV advertising dominates spending
-
- Figure 31: Breakdown of main media advertising expenditure on bleaches, 2010
Consumer – Use of Bleaches and Disinfectants
-
- Key points
- High usage levels for domestic bleaches
-
- Figure 32: Trends in usage of domestic bleaches, 2006-10
- Widespread usage and buying for bleaches and disinfectants
-
- Figure 33: Buying and usage of bleaches and disinfectants, January 2011
- Reasons to use bleach and disinfectant
- Toilets top usage for bleaches
-
- Figure 34: Uses of bleaches in the home, January 2011
- Disinfectants for work surfaces and floors
-
- Figure 35: Uses of disinfectant in the home, January 2011
Consumer – Factors Influencing Purchase
-
- Key points
- Power to kill germs most important
-
- Figure 36: Important factors when buying bleaches and/or disinfectants, January 2011
-
- Figure 37: Importance of the power to kill germs when buying bleaches and disinfectants, by age, January 2011
- Thick bleach seen as more effective
-
- Figure 38: Importance of concentration/thickness when buying bleaches and disinfectant, by age, January 2011
- Removing stains as well as germs
-
- Figure 39: Importance of the power to clean/remove stains when buying bleaches and disinfectant, by age, January 2011
- Added benefits another consideration
- Easier-to-use formats and more fragrances
- Special offers more important than particular brands
- Recyclability not the biggest issue
Consumer Buying Behaviour
-
- Key points
- Well-known brands important in market
-
- Figure 40: Consumer buying behaviour when shopping for bleaches and disinfectants, January 2011
- Own-label, but not always the cheapest
- Making the most of special offers
-
- Figure 41: Taking advantage of special offers to stock up when shopping for bleaches and disinfectants, by age, January 2011
- Discount outlets picking up significant sales
-
- Figure 42: Sometimes buying at discount outlets when shopping for bleaches and disinfectants, by age and socio-economic group, January 2011
Consumer – Attitudes Towards Germs
-
- Key points
- Getting over-obsessed about germs
-
- Figure 43: Statements on cleaning home and getting rid of germs, January 2011
-
- Figure 44: Agreement with statement: “Children need exposure to some dirt/germs to build up immune systems”, by age and socio-economic group, January 2011
- Fear factor a powerful driver of sales
-
- Figure 45: Agreement with statement: “I worry about germs in my home”, by age and presence of children in household, January 2011
- Hygiene in household and personal care
- Hand washing increases with arrival of children
-
- Figure 46: Agreement with statements: “We always use anti-bacterial hand wash in my home’ and ‘I usually carry hand sanitizer with me’, by age and presence of children in household, January 2011
- Environmental concerns about heavy usage
Appendix – Internal Market Environment
-
-
- Figure 47: Time spent on household chores, by demographics, 2010
- Figure 48: Time spent on household chores, by demographics, 2010
-
- Figure 49: Selected attitudes towards housework, by demographics, 2010
- Figure 50: Paid help at home with household chores, by demographics, 2010
-
Appendix – Market Size and Forecast
-
-
- Figure 51: Best case/worst case forecast for UK retail sales of bleaches and disinfectants, at current prices, 2005-15
- Figure 52: Forecast of UK retail sales of bleaches, at current prices, 2005-15
- Figure 53: Best case/worst case forecast for UK retail sales of bleaches, at current prices, 2005-15
- Figure 54: Forecast of UK retail sales of disinfectants, at current prices, 2005-15
-
- Figure 55: Best case/worst case forecast for UK retail sales of disinfectants, at current prices, 2005-15
-
Appendix – Usage of Bleaches and Disinfectants
-
-
- Figure 56: Usage of domestic bleaches, by demographics, 2010
- Figure 57: Buying and usage of bleaches, by demographics, January 2011
-
- Figure 58: Buying and usage of disinfectant, by demographics, January 2011
- Figure 59: Most popular bleaches products used in home, by demographics, January 2011
-
- Figure 60: Next most popular bleaches products used in home, by demographics, January 2011
- Figure 61: Most popular disinfectant products used in home, by demographics, January 2011
-
- Figure 62: Next most popular disinfectant products used in home, by demographics, January 2011
- Figure 63: Other disinfectant products used in home, by demographics, January 2011
-
Appendix – Factors Influencing Purchasing
-
-
- Figure 64: Most popular factors when buying bleaches, by demographics, January 2011
- Figure 65: Next most popular factors when buying bleaches, by demographics, January 2011
-
- Figure 66: Most popular factors when buying disinfectant, by demographics, January 2011
- Figure 67: Next most popular factors when buying disinfectant, by demographics, January 2011
-
Appendix – Consumer Buying Behaviour
-
-
- Figure 69: Most popular attitude towards shopping for bleaches, by demographics, January 2011
-
- Figure 70: Next most popular attitude towards shopping for bleaches, by demographics, January 2011
-
- Figure 71: Most popular attitude towards shopping for disinfectants, by demographics, January 2011
-
- Figure 72: Next most popular attitude towards shopping for disinfectants, by demographics, January 2011
-
Appendix – Attitudes Towards Germs
-
-
- Figure 73: Agreement with the statement “Children need exposure to some dirt/germs to build up immune systems”, by demographics, January 2011
- Figure 74: Agreement with the statement “These days we are too obsessed with germs”, by demographics, January 2011
-
- Figure 75: Agreement with the statement “I worry about germs in my home”, by demographics, January 2011
- Figure 76: Agreement with the statement “It’s important to regularly wash your hands throughout the day”, by demographics, January 2011
-
- Figure 77: Agreement with the statement “We always use antibacterial hand wash in my home”, by demographics, January 2011
- Figure 78: Agreement with the statement “I usually carry hand sanitizer with me”, by demographics, January 2011
-
- Figure 79: Agreement with the statement “I usually carry wet wipes with me”, by demographics, January 2011
- Figure 80: Agreement with the statement “I am more concerned about my home looking clean than being free from germs”, by demographics, January 2011
-
- Figure 81: Agreement with the statement “Using too much bleach or disinfectant is bad for the environment”, by demographics, January 2011
- Figure 82: Agreement with the statement “I look at products to see what germs they kill”, by demographics, January 2011
-
- Figure 83: Agreement with the statement “I am more concerned about germs than I used to be”, by demographics, January 2011
- Figure 84: Agreement with the statement “Advertising makes me think more about germs and bacteria”, by demographics, January 2011
-
Back to top