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 household polishes and specialist cleaners, 2006-16
- Steady growth in value sales
- Furniture polish the largest segment
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- Figure 2: UK retail value sales of household polishes and specialist cleaners, % share by segment, 2011
- Market factors
- Wide range of products used for household chores
- Variation in frequency of doing different cleaning tasks
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- Figure 3: Frequency of undertaking selected cleaning tasks that might involve specialist cleaners and polishes, December 2011
- More households with limited time for cleaning
- Companies, brands and innovation
- Branded products dominate the market
- Broad spread of new product launches
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- Figure 4: New product launches in the household polishes and specialist cleaners market, % by product type, 2011
- Limited advertising in specialist cleaning
- The consumer
- Significant variation in weekly usage
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- Figure 5: Usage in the home at least once a week among users of household polishes and specialist cleaners, March 2012
- Well-known brands important in furniture polish
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- Figure 6: Factors influencing choice of furniture polish, March 2012
- A third of adults have a regular window cleaner
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- Figure 7: Attitudes towards window cleaning, March 2012
- Ovens/hobs a higher priority than windows
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- Figure 8: Attitudes towards oven cleaning, March 2012
- Spot stain removal most likely for carpets and upholstery
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- Figure 9: Attitudes towards carpet and upholstery cleaning, March 2012
- Regional variation in usage of limescale removers
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- Figure 10: Agreement with other statements on specialist cleaning products, March 2012
- What we think
Issues in the Market
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- Which segments have potential for increasing product usage?
- What factors are most likely to drive growth in furniture polish sales?
- How can marketing encourage greater usage of specialist products?
- In what ways can manufacturers benefit from a repertoire of brands?
Future Opportunities
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- Trend: Life Hacking
- Trend: Life Coaching
Internal Market Environment
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- Key points
- Specialist cleaning products for a range of chores
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- Figure 11: Amount of time spent on household chores on average weekday (cleaning, washing, gardening, etc), 2007-11
- Wide variation in frequency for cleaning tasks
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- Figure 12: Frequency of undertaking selected cleaning tasks that might involve specialist cleaners and polishes, December 2011
- Paying for help at home a rarity
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- Figure 13: Trends in paid help at home with household chores, 2007-11
- Having a clean home a high priority
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- Figure 14: Attitudes towards cleaning and housework, 2007-11
- Majority of homes have ‘many’ cleaning products
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- Figure 15: Agreement with attitudinal statements about cleaning products and brands, 2007-11
- Variety of floorcoverings in UK homes
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- Figure 16: Types of flooring in UK households, November 2011
Broader Market Environment
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- Key points
- Number of households the biggest driver of demand
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- Figure 17: UK households, by size, 2006-16
- Reduced levels of activity in the housing market
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- Figure 18: Number of residential property transactions* (not seasonally adjusted), Q4 2006-Q3 2011
- Population growth generates more cleaning
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- Figure 19: Trends in the age structure of the UK population, 2006-16
- Working hours put pressure on time for cleaning
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- Figure 20: Working status, by gender, 2011
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- Figure 21: Time spent on occupation on an average day, by gender, 2011
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Floor and glass care top NPD activity
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- Figure 22: New product launches in the UK household polishes and specialist cleaners market, % share by segment, 2008-12
- Big increase in private-label product launches
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- Figure 23: New product launches in the UK household polishes and specialist cleaners market*, % share brands vs. private label, 2008-11
- Top four supermarkets account for a third of new products
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- Figure 24: New product launches in the UK household polishes and specialist cleaners market*, % share by company, 2011
- Ease of use the biggest focus for new product claims
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- Figure 25: New product launches in the household polishes and specialist cleaners market*, % by claims, 2008-11
- Six in ten launches are new products
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- Figure 26: New product launches in the UK household polishes and specialist cleaners market*, % share by launch type, 2008-11
Competitive Context
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- Key points
- Specialist cleaning outperforms household care
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- Figure 27: Comparison of dishwashing products with other household care markets, 2006-11
Market Size and Forecast
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- Key points
- Growth continues in specialist cleaning
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- Figure 28: UK retail sales and forecast of household polishes and specialist cleaning products, at current and constant prices, 2006-16
- The future
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- Figure 29: Best- and worst-case forecast of UK sales of household polishes and specialist cleaning products, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Strong performance seen in furniture polishes
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- Figure 30: UK retail value sales of household polishes and specialist cleaning products, by sector, 2006-11
- Carpet cleaners show strong sales growth
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- Figure 31: UK retail value sales of household polishes and specialist cleaning products, % share by sector, 2011
Companies and Products
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- Figure 32: Leading manufacturers in the household polishes and specialist cleaning products, by brand and product categories, May 2012
- Reckitt Benckiser
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- Figure 33: New product launches by Reckitt Benckiser in the UK household polishes and specialist cleaners market, May 2011-April 2012
- Procter & Gamble
- SC Johnson
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- Figure 34: New product launches by SC Johnson in the UK household polishes and specialist cleaners market, May 2011-April 2012
- Robert McBride
- Spotless Punch
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- Figure 35: New product launches by Spotless Punch in the UK household polishes and specialist cleaners market, May 2011-April 2012
- Ozkleen
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- Figure 36: New product launch by Ozkleen in the UK household polishes and specialist cleaners market, May 2012-April 2012
- WD-40
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- Figure 37: New product launch by WD-40 in the UK household polishes and specialist cleaners market, May 2012-April 2012
- Ecover
- Method
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Brand Research
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- Brand map
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- Figure 38: Attitudes towards and usage of brands in the household polish and specialist cleaning sector, March 2012
- Correspondence analysis
- Brand attitudes
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- Figure 39: Attitudes, by household polish and specialist cleaning brand, March 2012
- Brand personality
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- Figure 40: Household polish and specialist cleaning brand personality – macro image, March 2012
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- Figure 41: Household polish and specialist cleaning brand personality – micro image, March 2012
- Brand experience
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- Figure 42: Household polish and specialist cleaning brand usage, March 2012
- Figure 43: Satisfaction with various household polish and specialist cleaning brands, March 2012
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- Figure 44: Consideration of household polish and specialist cleaning brands, March 2012
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- Figure 45: Consumer perceptions of current household polish and specialist cleaning brand performance, March 2012
- Figure 46: Household polish and specialist cleaning brand recommendation – Net Promoter Score, March 2012
- Brand index
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- Figure 47: Household polish and specialist cleaning brand index, March 2012
- Figure 48: Household polish and specialist cleaning brand index vs. recommendation, March 2012
- Target group analysis
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- Figure 49: Target groups, March 2012
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- Figure 50: Household polish and specialist cleaning brand usage, by target groups, March 2012
- 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
- Limited advertising in specialist cleaning
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- Figure 51: Main media advertising expenditure on household polishes and specialist cleaners*, 2008-12
- Robert McBride the biggest spender
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- Figure 52: Main media advertising expenditure on household polishes and specialist cleaners*, by advertiser, 2008-11
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- Figure 53: Main media advertising expenditure on household polishes and specialist cleaners*, by media type, 2008-11
- Advertising dwarfed by that on other hard surface cleaning products
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- Figure 54: Main media advertising on hard surface cleaners, by category, 2008-11
Channels to Market
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- Key points
- Majority of spending through supermarkets
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- Figure 55: UK retail value sales of household polishes and specialist cleaning products, by outlet type, 2009-11
- Wilkinson the biggest other retailer
Usage of Polishes and Specialist Cleaners
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- Key points
- Fewer people using polishes and dusters
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- Figure 56: Usage and frequency of using furniture polishes and dusters, 2009-11
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- Figure 57: Types of polishes and dusters used, 2009-11
- Light usage of oven cleaners most common
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- Figure 58: Usage and frequency of use of oven cleaners, 2009-11
- Large number of different cleaning products used
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- Figure 59: Usage and buying of household polishes and specialist cleaning products, March 2012
- Furniture polishes used most frequently
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- Figure 60: Frequency of using household polishes and specialist cleaning products in the home, March 2012
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- Figure 61: Repertoire of usage and buying of household polishes and specialist cleaning products, March 2012
Factors Influencing Choice of Furniture Polish
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- Key points
- Well-known brands a big influence
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- Figure 62: Factors influencing choice of furniture polish, March 2012
- Special offers more important than lowest price
- Versatility and fragrance key considerations
- Looking after furniture and repelling dust
- Small numbers have a preference for wipes
Attitudes and Cleaning Habits
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- Key points
- A third of adults use a window cleaner regularly
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- Figure 63: Cleaning windows/glass and the oven/hob, March 2012
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- Figure 64: Attitudes towards window cleaning, by age, March 2012
- A third of adults always like to have a clean oven/hob
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- Figure 65: Attitudes towards oven cleaning, by age, March 2012
- Spot spraying most common for carpets and upholstery
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- Figure 66: Other specialist cleaning jobs around the home, March 2012
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- Figure 67: Usage of equipment or services for carpet and upholstery cleaning, by age, March 2012
- Limescale a common problem in UK homes
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- Figure 68: Usage of limescale removers/descalers, by region, March 2012
Appendix – Internal Market Environment
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- Figure 69: Time spent on household chores on an average weekday, by demographics, 2011
- Figure 70: Time spent on household chores on an average weekday (continued), by demographics, 2011
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- Figure 71: Frequency of having paid help at home, by demographics, 2011
- Figure 72: Agreement with attitudinal statements, by demographics, 2011
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- Figure 73: Agreement with attitudinal statements, by demographics, 2011
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Appendix – Market Size and Forecast
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- Figure 74: Best case/worst case forecast for UK retail sales of household polishes and specialist cleaners, at current prices, 2011-16
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Appendix – Brand Research
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- Figure 75: Brand usage, March 2012
- Figure 76: Brand commitment, March 2012
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- Figure 77: Brand momentum, March 2012
- Figure 78: Brand diversity, March 2012
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- Figure 79: Brand satisfaction, March 2012
- Figure 80: Brand recommendation, March 2012
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- Figure 81: Brand attitude, March 2012
- Figure 82: Brand image – macro image, March 2012
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- Figure 83: Brand image – micro image, March 2012
- Figure 84: Profile of target groups, by demographics, March 2012
- Figure 85: Psychographic segmentation, by target group, March 2012
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- Figure 86: Brand usage, by target group, March 2012
- Figure 87: Brand index, March 2012
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Appendix – Usage of Polishes and Specialist Cleaners
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- Figure 88: Usage and frequency of use of furniture polishes and dusters, by demographics, 2011
- Figure 89: Usage and frequency of use of oven cleaners, by demographics, 2011
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- Figure 90: Usage and buying of furniture polish products, by demographics, March 2012
- Figure 91: Usage and buying of furniture polish products (continued), by demographics, March 2012
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- Figure 92: Usage and buying of floor polish products, by demographics, March 2012
- Figure 93: Usage and buying of metal polish products, by demographics, March 2012
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- Figure 94: Usage and buying of shoe polish products, by demographics, March 2012
- Figure 95: Usage and buying of shoe polish products (continued), by demographics, March 2012
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- Figure 96: Usage and buying of window/glass cleaner products, by demographics, March 2012
- Figure 97: Usage and buying of window/glass cleaner products (continued), by demographics, March 2012
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- Figure 98: Usage and buying of oven cleaner products, by demographics, March 2012
- Figure 99: Usage and buying of oven cleaner products (continued), by demographics, March 2012
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- Figure 100: Usage and buying of carpet cleaner products, by demographics, March 2012
- Figure 101: Usage and buying of carpet cleaner products (continued), by demographics, March 2012
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- Figure 102: Usage and buying of upholstery cleaner products, by demographics, March 2012
- Figure 103: Usage and buying of limescale remover products, by demographics, March 2012
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- Figure 104: Usage and buying of sink/drain cleaners/unblockers, by demographics, March 2012
- Figure 105: Usage and buying of sink/drain cleaners/unblockers (continued), by demographics, March 2012
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- Figure 106: Frequency of using furniture polish products in the home, by demographics, March 2012
- Figure 107: Frequency of using floor polish products in the home, by demographics, March 2012
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- Figure 108: Frequency of using metal polish products in the home, by demographics, March 2012
- Figure 109: Frequency of using shoe polish products in the home, by demographics, March 2012
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- Figure 110: Frequency of using window/glass cleaner products in the home, by demographics, March 2012
- Figure 111: Frequency of using oven cleaner products in the home, by demographics, March 2012
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- Figure 112: Frequency of using carpet cleaner products in the home, by demographics, March 2012
- Figure 113: Frequency of using upholstery cleaner products in the home, by demographics, March 2012
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- Figure 114: Frequency of using limescale remover products in the home, by demographics, March 2012
- Figure 115: Frequency of using sink/drain cleaners/unblockers in the home, by demographics, March 2012
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- Figure 116: Repertoire of usage and buying of household polishes and specialist cleaning products, by demographics, March 2012
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Appendix – Factors Influencing Choice of Furniture Polish
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- Figure 117: Factors influencing choice of furniture polish, by demographics, March 2012
- Figure 118: Factors influencing choice of furniture polish (continued), by demographics, March 2012
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- Figure 119: Factors influencing choice of furniture polish (continued), by demographics, March 2012
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Appendix –Attitudes and Cleaning Habits
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- Figure 120: Attitudes towards windows/glass and the oven/hob cleaning, by demographics, March 2012
- Figure 121: Attitudes towards windows/glass and the oven/hob cleaning (continued), by demographics, March 2012
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- Figure 122: Attitudes towards carpet/upholstery and other cleaning tasks, by demographics, March 2012
- Figure 123: Attitudes towards carpet/upholstery and other cleaning tasks (continued), by demographics, March 2012
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- Figure 124: Attitudes towards carpet/upholstery and other cleaning tasks (continued), by demographics, March 2012
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