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 cleaning equipment*, 2007-17
- Small dip in 2012 sales, but return to growth expected
- Floor cleaning sees fall in sales
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- Figure 2: Breakdown of retail value sales of household cleaning equipment, % share by segment, 2012
- Market factors
- More households but less space per home
- Large amount of time spent cleaning and washing up
- Companies, brands and innovation
- NPD focuses on economy and ease of use
- High levels of trust for branded products
- The consumer
- Eight in ten people use sponge scourers
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- Figure 3: Usage of scourers, sponges and cloths in household, March 2013
- Big emphasis on versatility and durability at a low price
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- Figure 4: Factors influencing choice of cloths, scourers or sponges, March 2013
- Washing-up drives replacement purchasing of cloths and scourers
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- Figure 5: Agreement with statements on use of cleaning equipment for washing-up, March 2013
- Strong interest in number of product improvements
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- Figure 6: Interest in various product features of household cleaning equipment, March 2013
- What we think
Issues in the Market
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- How can brands move shoppers’ focus away from lowest price?
- What added product benefits are likely to appeal in cloths and scourers?
- Can product improvements to other items of equipment boost sales?
- Do existing brand associations provide a good platform for growth?
- Can environmental messages help to drive sales of particular products?
Trend Application
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- Trend: Help Me Help Myself
- Minimize Me
- Mintel Futures: Human
Market Drivers
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- Key points
- Growth in number of households
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- Figure 7: UK households, by size, 2007-17
- Homes are getting smaller
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- Figure 8: Number of bedrooms by all households, 2009-12
- Figure 9: Breakdown of UK residential properties, by floor area, 2009-11
- Large area of floor space in need of mopping
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- Figure 10: Types of flooring currently in household, November 2012
- Ageing population but also more children
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- Figure 11: Trends in the age structure of the UK population, 2007-17
- Time spent cleaning the home
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- Figure 12: Amount of time spent on average during a typical week cleaning the home, November 2012
- Attitudes towards household cleaning
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- Figure 13: Attitudes towards household cleaning, November 2012
- Household cleaning priorities and dislikes
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- Figure 14: Top cleaning priorities and most disliked cleaning tasks, November 2012
- Washing-up patterns
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- Figure 15: Frequency with which people do washing up by hand, February 2013
- Pressure on household budgets puts focus on value
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- Figure 16: GDP quarterly percentage change, Q1 2004-Q2 2012
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- Figure 17: Trends in how respondents would describe their financial situation, February 2009-April 2013
Who’s Innovating?
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- Key points
- Own-label outnumbered by branded launches in 2012
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- Figure 18: New product launches in UK household cleaning equipment*, Index of total launches and % share by own-label and branded, 2009-13
- Spontex leads branded launches
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- Figure 19: New product launches in UK household cleaning equipment*, % share by company, 2009-13
- New products emphasise value attributes
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- Figure 20: New product launches in UK household cleaning equipment*, % share by claim, 2009-13
- New packaging more important in 2013
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- Figure 21: New product launches in UK household cleaning equipment*, % share by launch type, 2009-13
Market Size and Forecast
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- Key points
- Dip in sales of household cleaning equipment
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- Figure 22: UK retail sales and forecast of household cleaning equipment*, at current and constant prices, 2007-17
- The future
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- Figure 23: Best- and worst-case forecast of UK sales of household cleaning equipment*, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Decline in sales of floor cleaning equipment
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- Figure 24: UK retail value sales of household cleaning equipment, by segment, 2010-12
- Sponge scourers take majority of scouring product sales
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- Figure 25: Estimated breakdown of UK retail value sales of scouring products, by sub-category, 2012
- Rubber gloves boosted by increase in latex prices
Companies and Brands
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- Spontex (Mapa Spontex UK Ltd)
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- Figure 26: New product launches by Mapa Spontex, July 2012-March 2013
- Vileda
- Marigold (Reckitt Benckiser)
- Bizzybee (BM Polyco)
- Scotch-Brite (3M)
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- Figure 27: New product launches by 3M Scotch-Brite, June 2012-March 2013
- Sarah Smith (Severn Delta Ltd)
- EnviroProducts
- Pledge/Brillo (SC Johnson)
- Minky Homecare (Minky)
- Other cleaning equipment companies and brands
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- Figure 28: Other companies and brands in household cleaning equipment, 2013
Brand Research
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- Brand map
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- Figure 29: Attitudes towards and usage of brands in the household cleaning equipment sector, April 2013
- Correspondence analysis
- Brand attitudes
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- Figure 30: Attitudes by household cleaning equipment brand, April 2013
- Brand personality
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- Figure 31: Household cleaning equipment brand personality – macro image, April 2013
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- Figure 32: Household cleaning equipment brand personality – micro image, April 2013
- Brand experience
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- Figure 33: Household cleaning equipment brand usage, April 2013
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- Figure 34: Satisfaction with various household cleaning equipment brands, April 2013
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- Figure 35: Consideration of household cleaning equipment brands, April 2013
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- Figure 36: Consumer perceptions of current household cleaning equipment brand performance, April 2013
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- Figure 37: Household cleaning equipment brand recommendation – Net Promoter Score, April 2013
- Brand index
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- Figure 38: Household cleaning equipment brand index, April 2013
- Figure 39: Household cleaning equipment brand index vs. recommendation, April 2013
- Target group analysis
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- Figure 40: Target groups, April 2013
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- Figure 41: Household cleaning equipment brand usage, by target groups, April 2013
- 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
- 2012 sees significant rise in adspend
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- Figure 42: Main media advertising expenditure on household cleaning equipment*, 2009-13
- Thane Direct sees surge in adspend
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- Figure 43: Main media advertising expenditure on household cleaning equipment*, by leading advertisers, 2009-13
- Vileda and Karcher invest in marketing product launches
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- Figure 44: Main media adspend on household cleaning equipment*, by advertiser and brand, 2012
- TV the dominant choice of media
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- Figure 45: Main media advertising expenditure on household cleaning equipment*, % share by media type, 2012
Channels to Market
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- Key points
- Grocery multiples account for bulk of sales
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- Figure 46: Retail distribution of household cleaning equipment, 2010-12
- Growing number of discount/value stores
Consumer Usage of Cleaning Equipment
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- Key points
- Sponge scourers using by eight in ten people
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- Figure 47: Usage of scourers, sponges and cloths in household, March 2013
- Over half use all-purpose cloths
- Over two thirds make use of dusters
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- Figure 48: Usage of other cleaning equipment in household, March 2013
- High usage but infrequent purchasing in floor cleaning
- Over-45s make use of more cleaning equipment
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- Figure 49: Number of types of cleaning equipment used in household, March 2013
Factors Influencing Choice
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- Key points
- Versatile cleaning equipment the more popular choice
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- Figure 50: Factors influencing choice of cloths, scourers or sponges, March 2013
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- Figure 51: Selected factors influencing choice of cloths, scourers or sponges, by age, March 2013
- Younger consumers seek lower prices
- Well-known brands less important
- Protecting delicate surfaces is a priority
- Opportunities for more antibacterial protection
Cleaning Equipment and Washing-Up
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- Key points
- Disposability helps drive regular purchasing
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- Figure 52: Agreement with statements on use of cleaning equipment for washing-up and other cleaning tasks, March 2013
- Concern about germs in dish cloths
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- Figure 53: Agreement with statements about germs and dish cloths and sponges, by age and presence of children, March 2013
- Threat from disposable wipes and kitchen roll
- Rubber gloves a low priority
Interest in Product Features
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- Key points
- Improvements to dusters of most interest
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- Figure 54: Interest in various product features of household cleaning equipment, March 2013
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- Figure 55: Interest in improvements to dusters and dusting equipment, by age, March 2013
- A third would like colour-changing cloths/sponges
- Product improvements for floor cleaning
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- Figure 56: Interest in improvements to floor cleaning equipment, by age, March 2013
- Reaching high windows a problem
Appendix – Market Drivers
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- Figure 57: Amount of time spent on average during a typical week cleaning the home, by demographics, November 2012
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Appendix – Market Size and Forecast
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- Figure 58: Best- and worst-case forecast for UK retail sales of household cleaning equipment*, at current prices, 2012-17
- Figure 59: Unit sales of household cleaning equipment, by segment, 2010-12
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Appendix – Brand Research
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- Figure 60: Brand usage, April 2013
- Figure 61: Brand commitment, April 2013
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- Figure 62: Brand momentum, April 2013
- Figure 63: Brand diversity, April 2013
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- Figure 64: Brand satisfaction, April 2013
- Figure 65: Brand recommendation, April 2013
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- Figure 66: Brand attitude, April 2013
- Figure 67: Brand image – macro image, April 2013
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- Figure 68: Brand image – micro image, April 2013
- Figure 69: Profile of target groups, by demographics, April 2013
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- Figure 70: Psychographic segmentation by target groups, April 2013
- Figure 71: Brand usage, by target groups, April 2013
- Brand index
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- Figure 72: Brand index, April 2013
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Appendix – Consumer Usage of Cleaning Equipment
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- Figure 73: Usage of scourers, sponges and cloths in household, by demographics, March 2013
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- Figure 74: Usage of scourers, sponges and cloths in household, by demographics (continued), March 2013
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- Figure 75: Usage of scourers, sponges and cloths in household, by demographics (continued), March 2013
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- Figure 76: Usage of other cleaning equipment in household, by demographics, March 2013
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- Figure 77: Usage of other cleaning equipment in household, by demographics (continued), March 2013
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- Figure 78: Number of types of cleaning equipment used in household, by demographics, March 2013
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Appendix – Factors Influencing Choice
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- Figure 79: Factors influencing choice of cloths, scourers or sponges, by demographics, March 2013
- Figure 80: Factors influencing choice of cloths, scourers or sponges, by demographics (continued), March 2013
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Appendix – Cleaning Equipment and Washing-Up
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- Figure 81: Agreement with statements on use of cleaning equipment for washing-up and other cleaning tasks, by demographics, March 2013
- Figure 82: Agreement with statements on use of cleaning equipment for washing-up and other cleaning tasks, by demographics (continued), March 2013
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Appendix – Interest in Product Features
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- Figure 83: Interest in various product features of household cleaning equipment, by demographics, March 2013
- Figure 84: Interest in various product features of household cleaning equipment, by demographics (continued), March 2013
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