Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of UK retail sales of specialist toilet care products*, 2006-16
- Fluctuating performance in toilet care
- Liquid toilet cleaners the biggest segment
- Dip in sales of rim blocks/gels
- Market factors
- Nearly half of homes have multiple toilets
- Frequency of toilet cleaning ensures steady demand
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- Figure 2: Frequency of cleaning the toilet in the home, November 2010
- Consumers have a strong desire for a clean home
- More households and people means more toilet cleaning
- Companies, brands and innovation
- Harpic and Duck lead specialist toilet care
- Toilet fresheners push NPD activity
- Reckitt Benckiser tops advertising
- The consumer
- Bleach the most widely used product for toilet cleaning
- Rim blocks and gels used more than in-cistern blocks
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- Figure 3: Products used for cleaning the toilet, June 2011
- Focus on primary functions of toilet cleaners
- Strong desire for longer-lasting results
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- Figure 4: Important factors when choosing toilet cleaners or fresheners, June 2011
- Well-known brands the preferred choice
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- Figure 5: Attitudes towards shopping for toilet care products, June 2011
- Special offers and promotions a big influence
- High importance attached to toilet cleaning
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- Figure 6: Attitudes towards cleaning the toilet (any agree), June 2011
- What we think
Issues in the Market
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- What is the scope for increasing sales in specialist toilet care?
- What factors will underpin future market performance?
- Which factors have the biggest influence on product choice?
- How important are well-known brands to consumers?
- How will consumer attitudes influence the market?
Future Opportunities
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- Trend: Prove It
- Trend: Extend My Brand
Internal Market Environment
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- Key points
- Half of people living in homes with one toilet
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- Figure 7: Number of toilets in home, June 2011
- Increase in homes with more than one bathroom
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- Figure 8: Trends in number of bathrooms in homes, 2006-10
- Frequency of toilet cleaning helps drive demand
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- Figure 9: Frequency of cleaning the toilet in the home, November 2010
- Strong desire for a clean home
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- Figure 10: Attitudes towards household cleaning, 2006-10
- Increased focus on price when shopping
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- Figure 11: Attitudes towards cleaning products and brands, 2006-10
Broader Market Environment
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- Key points
- More households means more toilets to clean
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- Figure 12: UK households, by size, 2006-16
- More children means more toilet cleaning
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- Figure 13: Trends in the age structure of the UK population, 2006-16
- Incomes squeeze increases focus on saving money
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- Figure 14: Trends in how respondents would describe their financial situation, February 2009-July 2011
- Slow recovery from recession
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- Figure 15: Trends in the impact of the economic downturn on consumers, February 2009-July 2011
- Consumer confidence remains fragile
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- Figure 16: Trends in consumer sentiment for the coming year, February 2009-July 2011
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Fresheners taking larger share of product launches
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- Figure 17: Number of new product launches in the UK toilet care market, by sub-category, 2008-11
- Figure 18: New product launches in the UK toilet care market, % share by own-label/branded, 2008-11
- RB led NPD activity during 2010
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- Figure 19: New product launches in the UK toilet care market, % share by company, 2008-11
- Environmental issues increase in prominence
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- Figure 20: New product launches in the UK toilet care market, % share by claim, 2008-11
- New products and range extension dominate
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- Figure 21: New product launches in the UK toilet care market, % share by launch type, 2008-11
Competitive Context
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- Key points
- Toilet care underperforms household care
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- Figure 22: Comparison of toilet care products* with other household care markets, 2008-10
Market Size and Forecast
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- Key points
- Dip in toilet care sales seen during 2010
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- Figure 23: UK retail value sales and forecast of specialist toilet care products*, 2006-16
- The future
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- Figure 24: UK best- and worst-case forecast of sales of specialist toilet care products*, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Steady demand for toilet cleaners
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- Figure 25: UK retail value sales of specialist toilet care products, by segment, 2009-11
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- Figure 26: Estimated breakdown of UK retail sales of specialist toilet care products, by segment, 2011
Market Share
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- Key points
- Harpic leads in specialist toilet care
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- Figure 27: Estimated brand value shares in specialist toilet care*, 2009 and 2010
Companies and Products
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- Jeyes
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- Figure 28: New product launches by Jeyes in the UK toilet care market, January 2010-August 2011
- Reckitt Benckiser
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- Figure 29: New product launches by RB in the UK toilet care market, January 2010-August 2011
- Robert McBride
- SC Johnson
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- Figure 30: New product launches by SC Johnson in the UK toilet care market, January 2010-August 2011
- Unilever
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- Figure 31: New product launches by Unilever in the UK toilet care market, January 2010-August 2011
- Ecover
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- Figure 32: New product launches by Ecover in the UK toilet care market, January 2010-June 2011
Brand Research
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- Brand map
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- Figure 33: Attitudes towards and usage of toilet cleaning brands, May 2011
- Brand attitudes
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- Figure 34: Attitudes, by toilet cleaning brands, May 2011
- Brand personality
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- Figure 35: Toilet cleaning brand personality – macro image, May 2011
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- Figure 36: Toilet cleaning brand personality – micro image, May 2011
- Correspondence analysis
- Brand experience
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- Figure 37: Toilet cleaning brand usage, May 2011
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- Figure 38: Satisfaction with various toilet cleaning brands, May 2011
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- Figure 39: Consideration of toilet cleaning brands, May 2011
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- Figure 40: Consumer perceptions of current toilet cleaning brand performance, May 2011
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- Figure 41: Toilet cleaning brand recommendation – Net Promoter Score, May 2011
- Brand index
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- Figure 42: Toilet cleaning brand index, May 2011
- Figure 43: Toilet cleaning brand index vs. recommendation, May 2011
- Target group analysis
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- Figure 44: Target groups, May 2011
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- Figure 45: Toilet cleaning brand usage, by target groups, May 2011
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Toilet care sees 2011 advertising push
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- Figure 46: Main media advertising expenditure on toilet cleaners/fresheners, 2007-11
- Harpic leads advertising spending
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- Figure 47: Main media advertising expenditure on toilet cleaners/fresheners, by leading advertisers, 2007-11
- TV dominates advertising
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- Figure 48: Main media advertising expenditure on toilet cleaners/fresheners, % share by media type, 2007-11
Channels to Market
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- Key points
- Supermarkets take lion’s share of distribution
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- Figure 49: Retail distribution of specialist toilet care products*, 2009-11
- Discount stores take bulk of other sales
Consumer – Product Usage and Frequency
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- Key points
- More than a third use lavatory cleaners once a day
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- Figure 50: Trends in frequency of using lavatory cleaners, 2006-10
- Liquid gels with bleach most popular
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- Figure 51: Trends in types of lavatory cleaners used, 2006-10
- Few people using flush treatment lavatory products
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- Figure 52: Trends in frequency of using flush treatment lavatory products, 2007-10
- More users opting for in-bowl gels
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- Figure 53: Trends in types of flush treatment lavatory products used, 2006-10
- Bleach the most used product for toilet cleaning
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- Figure 54: Purchasing and usage of toilet care products, June 2011
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- Figure 55: Usage in the home of products for cleaning the toilet, June 2011
- Wipes used frequently for freshening up
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- Figure 56: Frequency of usage of toilet care products in home, June 2011
Consumer – Factors Influencing Choice
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- Key points
- Killing germs and removing stains the top priorities
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- Figure 57: Importance of factors influencing choice of toilet cleaners and fresheners, June 2011
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- Figure 58: Factors important when choosing toilet care products, June 2011
- Concentration/thickness also an important factor
- Strong desire for longer-lasting results
- Green issues important but not deal clinchers
Consumer – Shopping Behaviour
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- Key points
- Well-known brands give consumers confidence
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- Figure 59: Attitudes towards shopping for toilet care products, June 2011
- Discount outlets becoming part of a shopping repertoire
- Special offers and promotions a prominent feature
- Reluctance to pay more for well-known brands
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- Figure 60: Attitudes towards shopping for toilet care products, by number of toilets in home, June 2011
Consumer – Attitudes Towards Toilet Cleaning
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- Key points
- Regular toilet cleaning seen as very important
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- Figure 61: Attitudes towards cleaning the toilet, June 2011
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- Figure 62: Attitudes towards cleaning the toilet (any agree), June 2011
- Need to keep up appearances for visiting guests
- Younger groups most embarrassed by their toilets
- Toilet brushes seen as a breeding ground for germs
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- Figure 63: Attitudes towards cleaning the toilet (any agree), by number of toilets in home, June 2011
Appendix – Internal Market Environment
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- Figure 64: Number of toilets in home, by demographics, June 2011
- Figure 65: Number of bathrooms in UK homes, by demographics, 2010
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- Figure 66: Agreement with statements about household cleaning, by demographics, 2010
- Figure 67: Agreement with statements about cleaning products and brands, by demographics, 2010
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Appendix – Market Size and Forecast
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- Figure 68: Best case/worst case forecast for UK retail sales of specialist toilet care products*, at current prices, 2011-16
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Appendix – Brand Research
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- Figure 69: Brand usage, May 2011
- Figure 70: Brand commitment, April 2011
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- Figure 71: Brand momentum, May 2011
- Figure 72: Brand diversity, May 2011
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- Figure 73: Brand satisfaction, May 2011
- Figure 74: Brand recommendation, May 2011
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- Figure 75: Brand attitude, May 2011
- Figure 76: Brand image – Macro Image, May 2011
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- Figure 77: Brand image – Micro image, April 2011
- Figure 78: Profile of target groups, by demographics, May 2011
- Figure 79: Psychographic segmentation, by target groups, May 2011
- Figure 80: Brand usage, by target groups, May 2011
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- Figure 81: Brand index, May 2011
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Appendix – Product Usage and Frequency
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- Figure 82: Frequency of using lavatory cleaners, by demographics, 2010
- Figure 83: Frequency of using flush treatment lavatory products, by demographics, 2010
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- Figure 84: Purchasing and usage of bleach, by demographics, June 2011
- Figure 85: Purchasing and usage of liquid toilet cleaner/gel, by demographics, June 2011
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- Figure 86: Purchasing and usage of toilet wipes, by demographics, June 2011
- Figure 87: Purchasing and usage of disinfectant, by demographics, June 2011
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- Figure 88: Purchasing and usage of multipurpose liquid/cream cleaners, by demographics, June 2011
- Figure 89: Purchasing and usage of multipurpose cleaner wipes, by demographics, June 2011
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- Figure 90: Purchasing and usage of rim blocks or gels, by demographics, June 2011
- Figure 91: Purchasing and usage of in-cistern blocks, by demographics, June 2011
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- Figure 92: Frequency of usage of bleach in home, by demographics, June 2011
- Figure 93: Frequency of usage of liquid toilet cleaner/gel in home, by demographics, June 2011
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- Figure 94: Frequency of usage of toilet wipes in home, by demographics, June 2011
- Figure 95: Frequency of usage of disinfectant in home, by demographics, June 2011
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- Figure 96: Frequency of usage of multipurpose cleaners in home, by demographics, June 2011
- Figure 97: Frequency of usage of multipurpose cleaner wipes in home, by demographics, June 2011
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- Figure 98: Frequency of usage of rim blocks or gels in home, by demographics, June 2011
- Figure 99: Frequency of usage of in-cistern blocks in home, by demographics, June 2011
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- Figure 100: Frequency of usage of bleach in home, by number of toilets in home, June 2011
- Figure 101: Frequency of usage of liquid toilet cleaner/gel in home, by number of toilets in home, June 2011
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- Figure 102: Frequency of usage of toilet wipes in home, by number of toilets in home, June 2011
- Figure 103: Frequency of usage of disinfectant in home, by number of toilets in home, June 2011
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- Figure 104: Frequency of usage of multipurpose cleaners in home, by number of toilets in home, June 2011
- Figure 105: Frequency of usage of multipurpose cleaner wipes in home, by number of toilets in home, June 2011
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- Figure 106: Frequency of usage of rim blocks or gels in home, by number of toilets in home, June 2011
- Figure 107: Frequency of usage of in-cistern blocks in home, by number of toilets in home, June 2011
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Appendix – Factors Influencing Choice
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- Figure 108: Importance of product type in influencing choice of toilet care products, by demographics, June 2011
- Figure 109: Importance of removes stains in influencing choice of toilet care products, by demographics, June 2011
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- Figure 110: Importance of kills germs in influencing choice of toilet care products, by demographics, June 2011
- Figure 111: Importance of scent/fragrance in influencing choice of toilet care products, by demographics, June 2011
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- Figure 112: Importance of removes/prevents limescale in influencing choice of toilet care products, by demographics, June 2011
- Figure 113: Importance of concentration/thickness in influencing choice of toilet care products, by demographics, June 2011
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- Figure 114: Importance of longer-lasting results in influencing choice of toilet care products, by demographics, June 2011
- Figure 115: Importance of colour in influencing choice of toilet care products, by demographics, June 2011
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- Figure 116: Importance of recyclable packaging in influencing choice of toilet care products, by demographics, June 2011
- Figure 117: Importance of packaging made from recycled materials in influencing choice of toilet care products, by demographics, June 2011
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- Figure 118: Importance of being biodegradable in influencing choice of toilet care products, by demographics, June 2011
- Figure 119: Importance of being phosphate-free in influencing choice of toilet care products, by demographics, June 2011
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Appendix – Shopping Behaviour
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- Figure 120: Most popular importance of factors influencing choice of toilet care products, by demographics, June 2011
- Figure 121: Next most popular importance of factors influencing choice of toilet care products, by demographics, June 2011
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Appendix – Attitudes Towards Toilet Cleaning
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- Figure 122: Agreement with statements ‘Regular cleaning of the toilet is important to get rid of germs’ and ‘It is important toilets look clean for visiting guests’, by demographics, June 2011
- Figure 123: Agreement with statements ‘The toilet gets cleaned when it looks in need of cleaning’ and ‘Toilets need freshening up on a daily basis’, by demographics, June 2011
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- Figure 124: Agreement with statements ‘It is important that the toilet/bathroom always smells fresh’ and ‘Toilet brushes are a breeding ground for germs’, by demographics, June 2011
- Figure 125: Agreement with statements ‘You need a toilet brush to clean the toilet thoroughly’ and ‘I have sometimes been embarrassed by the state of my toilet(s)’, by demographics, June 2011
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- Figure 126: Agreement with statements ‘A squirt of bleach/toilet cleaner and a brush around does the job’ and ‘It is important to give the whole of the toilet a thorough clean’, by demographics, June 2011
- Figure 127: Agreement with statements ‘I hate/dislike cleaning the toilet but am glad when it is done’ and ‘My toilet has some stains that no products can remove’, by demographics, June 2011
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- Figure 128: Agreement with statement ‘I always use an air freshener in the toilet’, by demographics, June 2011
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