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 sales of bleaches and disinfectants, 2006-16
- Return to value growth, but unit sales and volumes down
- Bleaches behind growth seen in 2011
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- Figure 2: UK retail value sales of bleaches and disinfectants, by sector, 2010 and 2011
- Market factors
- Competition from other products
- Focus on cleaning and home hygiene
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- Figure 3: Agreement with selected attitudes towards cleaning and housework, 2011
- Population and household growth
- A nation of pet lovers
- Companies, brands and innovation
- Domestos leads in bleach
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- Figure 4: Estimated brand value shares in sales of bleach, 2011
- Zoflora bucks downward trend in sales
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- Figure 5: Estimated brand value shares in sales of disinfectants, 2011
- Limited NPD activity in bleaches and disinfectants
- Decline in spending on advertising
- The consumer
- Toilets the biggest use for bleach
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- Figure 6: Uses of bleaches and disinfectants, by sector, January 2012
- Well-known brands important
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- Figure 7: Importance of brands when buying bleaches and disinfectants, January 2012
- Price less of an influence than in other categories
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- Figure 8: Influence of price and promotions on buying bleaches and disinfectants, January 2012
- Removing stains as well as killing germs
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- Figure 9: Factors influencing choice of bleaches and disinfectants, January 2012
- Concerns about germs turning into an obsession
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- Figure 10: Attitudes towards germs and hygiene, January 2012
- What we think
Issues in the Market
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- What factors are having the biggest influence on sales?
- How are the major brands approaching these mature markets?
- How can companies drive growth in sales of bleach brands?
- How can disinfectant brands broaden their appeal?
- Will attitudes towards germs influence future sales?
Future Opportunities
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- Trend: Many Mes
- Trend: Guiding Choice
Internal Market Environment
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- Key points
- 1-2 hours a day most likely for household chores
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- Figure 11: Amount of time spent on household chores (cleaning, washing, gardening, etc) on an average weekday, 2006-11
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- Figure 12: Frequency of undertaking household cleaning tasks, December 2011
- Majority of people care about having a clean house
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- Figure 13: Trends in agreement with selected attitudes towards housework, 2006-11
- Few pay for help with household chores
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- Figure 14: Trends in paid help at home with the household chores, 2006-11
- Environmental issues high on the manufacturers’ agenda
Broader Market Environment
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- Key points
- More households with more germs to kill
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- Figure 15: UK households, by size, 2006-16
- Number of bathrooms and toilets an important factor
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- Figure 16: Trends in number of bathrooms in the home, 2006-11
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- Figure 17: Breakdown of the number of toilets in homes in the UK, June 2011
- Population growth positive for cleaning market
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- Figure 18: Trends in the age structure of the UK population, 2006-16
- Less affluent bias to usage of bleaches
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- Figure 19: Forecast adult population trends, by socio-economic group, 2006-16
- Promoting the benefits of disinfectants to pet owners
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- Figure 20: Ownership of pets in the UK, 2011
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Private label dominates new launch activity
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- Figure 21: New product launches in bleaches and disinfectants, % share by own-label/branded, 2007-11
- Big four supermarkets account for a third of total
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- Figure 22: New product launches in bleaches and disinfectants, % share by company, 2007-11
- Thornton & Ross focuses on 3 in 1 action
- Neutralising odours an important claim
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- Figure 23: New product launches in bleaches and disinfectants, % share by claim, 2008-11
- New products and range extensions
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- Figure 24: New product launches in bleaches and disinfectants, % share by launch type, 2007-11
Competitive Context
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- Key points
- Bleaches and disinfectants lag rest of household care
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- Figure 25: Comparison of bleaches and disinfectants with other household care markets, 2006-11
Market Size and Forecast
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- Key points
- Value sales show a return to growth
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- Figure 26: UK retail value sales and forecast of bleaches and disinfectants, at current and constant prices, 2006-16
- Figure 27: UK retail value sales and forecast of bleaches and disinfectants, by sector, 2006-16
- The future
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- Figure 28: Best- and worst-case forecast of UK sales of bleaches and disinfectants, 2006-16
- Forecast methodology
Market Segmentation
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- Key points
- Bounce back in value sales of bleaches
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- Figure 29: UK retail value sales and forecast of bleaches, at current and constant prices, 2006-16
- Sales of disinfectants decline again
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- Figure 30: UK retail value sales and forecast of disinfectants, at current and constant prices, 2006-16
Market Share
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- Key points
- Domestos leads the bleaches market
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- Figure 31: Brand shares in value sales of bleaches, 2010-11
- Zoflora increases sales in a declining market
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- Figure 32: Brand shares in value sales of disinfectants, 2010-11
Companies and Products
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- Unilever
- Reckitt Benckiser
- Jeyes Group Ltd
- Thornton & Ross Ltd
Brand Communication and Promotion
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- Key points
- Declining spend on advertising
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- Figure 33: Main media advertising expenditure on bleaches and disinfectants, 2008-11
- Unilever shifts focus towards total toilet care
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- Figure 34: Main media advertising expenditure on bleaches and disinfectants, by advertiser, 2008-11
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- Figure 35: Main media advertising expenditure on bleaches and disinfectants, by advertiser/brand, 2008-11
Channels to Market
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- Key points
- Grocery multiples dominate distribution
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- Figure 36: Retail distribution of bleaches and disinfectants, 2009-11
- Discount outlets have big high street presence
Consumer – Usage of Bleaches and Disinfectants
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- Key points
- Move towards less use of bleaches
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- Figure 37: Usage of domestic bleaches, 2006-11
- Vast majority of homes use bleaches and disinfectants
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- Figure 38: Buying and using bleaches and disinfectants, January 2012
- Bleaches used the most on toilets
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- Figure 39: Uses of bleaches, 2011 and 2012
- Wide range of uses for disinfectants
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- Figure 40: Uses of disinfectants, 2011 and 2012
Consumer – Buying Behaviour
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- Key points
- Increased commitment to well-known brands
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- Figure 41: Buying behaviour for bleaches and disinfectants, January 2012
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- Figure 42: Importance of brands when buying bleaches, January 2011 and 2012
- Less stocking up on special offers being seen
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- Figure 43: Influence of price and promotions on buying disinfectants, January 2011 and 2012
- Competition to supermarkets from discount outlets
Consumer – Factors Influencing Choice
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- Key points
- Power to kill germs of prime importance
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- Figure 44: Factors influencing choice of bleaches and disinfectants, January 2011 and 2012
- Concentration/thickness more important in bleaches
- Not just for getting rid of germs
- Adding freshness and neutralising bad odours
- Price more important than brand
- Environmental factors a low priority
Consumer – Attitudes Towards Germs and Hygiene
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- Key points
- Antibacterial focus turning into an obsession
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- Figure 45: Attitudes towards germs and hygiene, January 2012
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- Figure 46: Agreement with statements ‘Children need exposure to some dirt/germs to build up immune systems’ and ‘These days we are too obsessed with germs’, by gender and age, January 2012
- Keeping hands clean to prevent the spread of germs
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- Figure 47: Agreement with statements about hand washing, by gender and age, January 2012
- Three in ten put cleanliness above being germ free
- Environmental concerns over too much use
Target Groups
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- Key points
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- Figure 48: Marketing targets for bleaches and disinfectants, January 2012
- Germ Obsessed (12%)
- Demographic characteristics
- Product usage, factors influencing choice and shopping patterns
- Hand Cleaners (17%)
- Demographic characteristics
- Product usage, factors influencing choice and shopping patterns
- Clean Over Germ Free (24%)
- Demographic characteristics
- Product usage, factors influencing choice and shopping patterns
- Apathetic (47%)
- Demographic characteristics
- Product usage, factors influencing choice and shopping patterns
Appendix – Internal Market Environment
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- Figure 49: Time spent on household chores on an average weekday, by demographics, 2011
- Figure 50: Time spent on household chores on an average weekday, by demographics, 2011
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- Figure 51: Paid help at home with the household chores, by demographics, 2011
- Figure 52: Agreement with the selected lifestyle statements, by demographics, 2011
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Appendix – Broader Market Environment
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- Figure 53: Number of bathrooms in the home, by demographics, 2011
- Figure 54: Cage bird ownership, by demographics, 2011
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- Figure 55: Cat ownership, by demographics, 2011
- Figure 56: Dog ownership, by demographics, 2011
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- Figure 57: Fish ownership, by demographics, 2011
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Appendix – Market Size and Forecast
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- Figure 58: Best case/worst case forecast for UK retail sales of bleaches and disinfectants, at current prices, 2011-16
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Appendix – Market Segmentation
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- Figure 59: Forecast of UK retail sales of bleaches, at current prices, 2006-16
- Figure 60: Best case/worst case forecast for UK retail sales of bleaches, at current prices, 2011-16
- Figure 61: Forecast of UK retail sales of disinfectants, at current prices, 2006-16
- Figure 62: Best case/worst case forecast for UK retail sales of disinfectants, at current prices, 2011-16
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Appendix – Usage of Bleaches and Disinfectants
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- Figure 63: Usage of domestic bleaches, by demographics, 2011
- Figure 64: Buying and using bleaches, January 2012
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- Figure 65: Buying and using bleaches, January 2012 (continued)
- Figure 66: Buying and using disinfectants, January 2012
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- Figure 67: Buying and using disinfectants, January 2012 (continued)
- Figure 68: Uses of bleaches, January 2012
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- Figure 69: Uses of bleaches, January 2012 (continued)
- Figure 70: Uses of bleaches, January 2012 (continued)
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- Figure 71: Uses of disinfectants, January 2012
- Figure 72: Uses of disinfectants, January 2012 (continued)
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- Figure 73: Usage of disinfectants, January 2012 (continued)
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Appendix – Buying Behaviour
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- Figure 74: Buying behaviour when shopping for bleaches, January 2012
- Figure 75: Buying behaviour when shopping for bleaches, January 2012 (continued)
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- Figure 76: Buying behaviour when shopping for disinfectants, January 2012
- Figure 77: Buying behaviour when shopping for disinfectants, January 2012 (continued)
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Appendix – Factors Influencing Choice
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- Figure 78: Factors influencing choice of bleaches, January 2012
- Figure 79: Factors influencing choice of bleaches, January 2012 (continued)
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- Figure 80: Factors influencing choice of bleaches, January 2012 (continued)
- Figure 81: Factors influencing choice of disinfectants, January 2012
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- Figure 82: Factors influencing choice of disinfectants, January 2012 (continued)
- Figure 83: Factors influencing choice of disinfectants, January 2012 (continued),
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Appendix – Attitudes Towards Germs and Hygiene
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- Figure 84: Attitudes towards germs and hygiene, January 2012
- Figure 85: Attitudes towards germs and hygiene, January 2012 (continued)
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- Figure 86: Attitudes towards germs and hygiene, January 2012 (continued),
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Appendix – Target Groups
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- Figure 87: Attitudes towards herms and hygiene, by target group, January 2012
- Figure 88: Bleaches and disinfectants target groups, by demographics, January 2012
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- Figure 89: Uses of bleaches, by target group, January 2012
- Figure 90: Uses of disinfectants, by target group, January 2012
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- Figure 91: Factors influencing choice of bleaches, by target group, January 2012
- Figure 92: Factors influencing choice of disinfectants, by target group, January 2012
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- Figure 93: Buying behaviour when shopping for bleaches, by target group, January 2012
- Figure 94: Buying behaviour when shopping for disinfectants, by target group, January 2012
- Figure 95: Number of uses of bleaches, by target group, January 2012
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- Figure 96: Number of uses of disinfectants, by target group, January 2012
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