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 specialist toilet care products*, 2007-17
- 2011 growth in sales of toilet cleaners
- Liquid/gel toilet cleaners drive growth
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- Figure 2: UK retail value sales of specialist toilet care products, 2012
- Market factors
- Most toilets cleaned more than once a week
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- Figure 3: Frequency of cleaning the toilet, December 2011
- Majority of homes have just one toilet
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- Figure 4: Number of toilets in home, June 2012
- Growth in household numbers, but double-dip recession
- Companies, brands and innovation
- Harpic leads specialist toilet care
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- Figure 5: Estimated brand value shares in specialist toilet care*, 2011
- Increase in own-brand NPD activity
- Unilever boosts total advertising
- The consumer
- Bleach the most widely used product
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- Figure 6: Usage of products for cleaning the toilet in the home, June 2012
- Killing germs and getting rid of stains the top priorities
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- Figure 7: Most important factors influencing choice of toilet cleaners and fresheners, June 2012
- Well-known brands the most popular choice
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- Figure 8: Agreement with statements on brand choice for toilet cleaners and fresheners, June 2012
- Special offers exert a significant influence
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- Figure 9: Agreement with statements on influence of price and promotions when buying toilet cleaners and fresheners, June 2012
- Keeping up appearances for visiting guests
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- Figure 10: Attitudes towards toilet care products, and freshening and cleaning the toilet, June 2012
- Multiple benefits have appeal
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- Figure 11: Other attitudes towards toilet care products, June 2012
- What we think
Issues in the Market
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- What product benefits offer the biggest marketing opportunities?
- How might flush treatment products reverse declining sales?
- What areas of NPD are most likely to increase consumer interest?
- How big is the own-brand challenge to branded toilet care products?
- Which alternatives pose the biggest threat to sales of toilet cleaners?
Trend Application
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- Trend: Perfecting the Details
- Trend: Sense of the Intense
- 2015 Trend: Brand Intervention
Internal Market Environment
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- Key points
- Majority of homes have just one toilet
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- Figure 12: Number of toilets in home, June 2012
- Multiple bathrooms less common
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- Figure 13: Trends in number of bathrooms in homes, 2008-12
- Strong desire for a home with clean toilets
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- Figure 14: Attitudes towards household cleaning, 2008-12
- Majority clean the toilet more than once a week
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- Figure 15: Frequency of cleaning the toilet, December 2011
- Greater focus on low price when shopping
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- Figure 16: Attitudes towards cleaning products and brands, 2008-12
- Updated water efficiency targets for new homes and conversions
Broader Market Environment
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- Key points
- Growing number of households
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- Figure 17: UK households, by size, 2007-17
- More children to benefit toilet cleaning
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- Figure 18: Trends in the age structure of the UK population, 2007-17
- UK economy still in the doldrums
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- Figure 19: Trends in how respondents would describe their financial situation, February 2009-July 2012
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- Figure 20: Trends in the impact of the economic downturn on consumers, February 2009-July 2012
- Figure 21: Trends in consumer sentiment for the coming year, February 2009-July2012
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Big increase in 2011 launch activity
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- Figure 22: Number of new product launches in the UK toilet care market, by sub-category, 2009-12
- Figure 23: New product launches in the UK toilet care market, % share by own-label/branded, 2009-12
- Asda revamps toilet care ranges
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- Figure 24: New product launches in the UK toilet care market, % share by company, 2009-12
- Being antibacterial tops new product claims
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- Figure 25: New product launches in the UK toilet care market, % share by claim, 2009-12
- New varieties and range extensions lead product launches
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- Figure 26: New product launches in the UK toilet care market, % share by launch type, 2009-12
Competitive Context
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- Key points
- Specialist toilet care shows above average 2011 growth
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- Figure 27: Comparison of specialist toilet care products* with other household care markets, 2006-11
Market Size and Forecast
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- Key points
- Fluctuating sales of toilet cleaners
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- Figure 28: UK retail value sales and forecast of specialist toilet care products*, 2007-17
- The future
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- Figure 29: Best- and worst-case forecast of UK sales of toilet care products*, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Solid growth in sales of liquid toilet cleaners
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- Figure 30: UK retail value sales of specialist toilet care products, by segment, 2009-12
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- Figure 31: Estimated breakdown of UK retail value sales of specialist toilet care products, by segment, 2012
Market Share
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- Key points
- Harpic leads in specialist toilet care
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- Figure 32: Estimated brand value shares in specialist toilet care*, 2010 and 2011
Companies and Products
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- Jeyes
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- Figure 33: New product launches by Jeyes in the UK toilet care market, September 2011-August 2012
- Reckitt Benckiser
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- Figure 34: New product launches by Reckitt Benckiser in the UK toilet care market, September 2011-August 2012
- Robert McBride
- SC Johnson
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- Figure 35: New product launches by SC Johnson in the UK toilet care market, September 2011-July 2012
- Unilever
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- Figure 36: New product launches by Unilever in the UK toilet care market, September 2011-August 2012
- Ecover
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- Figure 37: New product launches by Ecover in the UK toilet care market, September 2011-August 2012
Brand Research
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- Brand map
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- Figure 38: Attitudes towards and usage of brands in the toilet cleaning sector, June 2012
- Correspondence analysis
- Brand attitudes
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- Figure 39: Attitudes by toilet cleaning brand, June 2012
- Brand personality
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- Figure 40: Toilet cleaning brand personality – macro image, June 2012
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- Figure 41: Toilet cleaning brand personality – micro image, June 2012
- Brand experience
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- Figure 42: Toilet cleaning brand usage, June 2012
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- Figure 43: Satisfaction with various toilet cleaning brands, June 2012
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- Figure 44: Consideration of toilet cleaning brands, June 2012
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- Figure 45: Consumer perceptions of current toilet cleaning brand performance, June 2012
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- Figure 46: Toilet cleaning brand recommendation – Net Promoter Score, June 2012
- Brand index
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- Figure 47: Toilet cleaning brand index, June 2012
- Figure 48: Toilet cleaning brand index vs. recommendation, June 2012
- Target group analysis
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- Figure 49: Target groups, June 2012
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- Figure 50: Toilet cleaning brand usage, by target groups, June 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
- Big increase in 2011 advertising
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- Figure 51: Main media advertising expenditure on toilet cleaners/fresheners, 2008-12
- Unilever is the leading advertiser
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- Figure 52: Main media advertising expenditure on toilet cleaners/fresheners, by leading advertisers, 2008-12
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- Figure 53: Main media advertising expenditure on toilet cleaners/fresheners, by top ten brands, 2011
- TV most popular advertising media
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- Figure 54: Main media advertising expenditure on toilet cleaners/fresheners, % share by media type, 2008-12
Channels to Market
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- Key points
- Grocer multiples dominate distribution
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- Figure 55: Retail distribution of specialist toilet care products*, 2010-12
- Increase in high street discount stores
Consumer Usage and Frequency
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- Key points
- Vast majority use toilet cleaners
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- Figure 56: Trends in frequency of using lavatory cleaners, 2009-12
- Liquid gel with bleach most popular
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- Figure 57: Trends in types of lavatory cleaners used, 2009-12
- Four in ten use flush treatment products
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- Figure 58: Trends in frequency of using flush treatment lavatory products, 2009-12
- In-bowl gels become more popular
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- Figure 59: Trends in types of flush treatment lavatory products used, 2009-12
- Bleach still the most used product on toilets
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- Figure 60: Frequency of usage of products for cleaning the toilet, June 2012
- Replacement every 3-4 weeks most likely in flush treatment
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- Figure 61: Frequency of replacement of products for freshening/cleaning the toilet, June 2012
Factors Influencing Choice
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- Key points
- Killing germs the number-one priority
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- Figure 62: Most important factors influencing choice of toilet cleaners and fresheners, June 2012
- Scent/fragrance an important secondary factor
- Type of product less important than performance
- Environmental factors a low priority
Buying Behaviour
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- Key points
- Well-known brands the preferred choice
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- Figure 63: Agreement with statements on buying behaviour for toilet care products, June 2012
- Budget own-brands benefit from NPD activity
- Special offers still exert a big influence
- Few use coupons/vouchers to save money
Attitudes Towards Toilet Care
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- Key points
- Maintaining a clean and fresh smelling toilet
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- Figure 64: Attitudes towards toilet care products, June 2012
- Core group of bleach enthusiasts
- Strong interest in new product features
- Opportunity for more fragrance options
Appendix – Internal Market Environment
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- Figure 65: Number of toilets in home, by demographics, June 2012
- Figure 66: Number of bathrooms in homes, by demographics, 2012
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- Figure 67: Attitudes towards household cleaning, by demographics, 2012
- Figure 68: Attitudes towards cleaning products and brands, by demographics, 2012
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Appendix – Market Size and Forecast
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- Figure 69: Best case/worst case forecast for UK retail sales of specialist toilet care products*, at current prices, 2012-17
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Appendix – Brand Research
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- Figure 70: Brand usage, June 2012
- Figure 71: Brand commitment, June 2012
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- Figure 72: Brand momentum, June 2012
- Figure 73: Brand diversity, June 2012
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- Figure 74: Brand satisfaction, June 2012
- Figure 75: Brand recommendation, June 2012
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- Figure 76: Brand attitude, June 2012
- Figure 77: Brand image – Macro Image, June 2012
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- Figure 78: Brand image – Micro Image, June 2012
- Figure 79: Profile of target groups, by demographics, June 2012
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- Figure 80: Psychographic segmentation, by target groups, June 2012
- Figure 81: Brand usage, by Target groups, June 2012
- Brand index
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- Figure 82: Brand index, June 2012
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Appendix – Consumer Usage and Frequency
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- Figure 83: Frequency of using lavatory cleaners, by demographics, 2012
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- Figure 84: Frequency of using flush treatment lavatory products, by demographics, 2012
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- Figure 85: Frequency of usage of bleach for cleaning the toilet, by demographics, June 2012
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- Figure 86: Frequency of usage of liquid toilet cleaner/gel for cleaning the toilet, by demographics, June 2012
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- Figure 87: Frequency of usage of toilet wipes for cleaning the toilet, by demographics, June 2012
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- Figure 88: Frequency of usage of disinfectant for cleaning the toilet, by demographics, June 2012
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- Figure 89: Frequency of usage of multipurpose cleaners for cleaning the toilet, by demographics, June 2012
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- Figure 90: Frequency of usage of multipurpose cleaner wipes for cleaning the toilet, by demographics, June 2012
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- Figure 91: Any usage of products for cleaning the toilet, by demographics, June 2012
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- Figure 92: Frequency of replacement of rim blocks or gels for freshening/cleaning the toilet, by demographics, June 2012
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- Figure 93: Frequency of replacement of in-cistern blocks for freshening/cleaning the toilet, by demographics, June 2012
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- Figure 94: Any usage of products for freshening/cleaning the toilet, by demographics, June 2012
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Appendix – Factors Influencing Choice
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- Figure 95: Factors influencing choice of toilet cleaners and fresheners, by demographics, June 2012
- Figure 96: Factors influencing choice of toilet cleaners and fresheners (continued), by demographics, June 2012
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Appendix – Buying Behaviour
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- Figure 97: Agreement with statements on buying behaviour for toilet care products, by demographics, June 2012
- Figure 98: Agreement with statements on buying behaviour for toilet care products (continued), by demographics, June 2012
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Appendix – Attitudes Towards Toilet Care
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- Figure 99: Attitudes towards toilet care products, by demographics, June 2012
- Figure 100: Attitudes towards toilet care products (continued), by demographics, June 2012
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