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*, 2008-18
- Liquid/gel toilet cleaners underpin toilet care sales
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- Figure 2: UK retail value sales of specialist toilet care products, by segment, 2013
- Market factors
- Household and population growth projected
- Companies, brands and innovation
- Branded products dominate the market
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- Figure 3: Brand value shares in specialist toilet care*, year to July 2013
- Toilet cleaners dominate launch activity
- Above-the-line advertising falling
- The consumer
- Three products used by around nine in ten people
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- Figure 4: Usage of products for cleaning the toilet in the home, August 2013
- Barriers to using rim blocks and liquid/gel toilet rim products
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- Figure 5: Reasons for not using rim blocks or liquid/gel toilet rims, August 2013
- Over half take a routine approach to toilet cleaning
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- Figure 6: Toilet cleaning behaviour, August 2013
- Different strengths for bleaches and liquid toilet cleaner/gel
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- Figure 7: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels, by various criteria, July 2013
- What we think
Issues in the Market
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- How can brands encourage more frequent toilet cleaning to boost sales?
- In what ways can companies in the flush treatment sector overcome barriers to wider usage?
- What lessons can companies learn from people’s toilet cleaning habits?
- What types of products offer potential for development?
Trend Application
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- Trend: Help Me Help Yourself
- Trend: Eco and Ego
- Mintel Futures: Old Gold
Market Drivers
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- Key points
- Number of households forecast to rise by 6%
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- Figure 8: UK households, by size, 2008-18
- Over half of homes have just one toilet
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- Figure 9: Number of toilets in home, August 2013
- Sustainable bathrooms and water-saving toilets
- Cutting-edge toilet care products for designer toilets
- Population forecast to rise
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- Figure 10: Trends in the age structure of the UK population, 2008-18
- Growth in child population presents opportunities
- More 25-34-year-olds to target
- An ageing population – what opportunities for toilet care?
- Positive attitudes towards cleaning
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- Figure 11: Attitudes towards household cleaning, November 2012
- Health of the nation
- Environmental concerns – low priority
- Only a third favour branded cleaning products
- Cleaning the toilet – second most disliked cleaning task
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- Figure 12: Most disliked household cleaning tasks, by demographics, November 2012
Who’s Innovating?
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- Key points
- Toilet cleaners dominate launch activity
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- Figure 13: Number of new product launches in the UK toilet care market, by sub-category, 2009-13
- Private label launches push forward
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- Figure 14: New product launches in the UK toilet care market, % share by own-label/branded, 2009-13
- Jeyes – leading light in launch activity
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- Figure 15: New product launches in the UK toilet care market, % share, by company, 2009-13
- Large number of own-labels target toilet cleaning market
- Tesco and Sainsbury’s increase level of launch activity
- Reckitt Benckiser’s and SC Johnson’s shares decline
- Discounters raise profile
- Ethical focus shifts to packaging and production
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- Figure 16: New product launches in the UK toilet care market, % share by claim, 2009-13
- Antibacterial claims tapping into fear of germs
- Economic positioning intensifies
- Rethink on premium positioning
- New products and varieties dominate launch activity
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- Figure 17: New product launches in the UK toilet care market, % share, by launch type, 2009-13
- New formulations peak in 2012
- Relaunches pick up pace
- Renewed focus on new products and range extensions
Market Size and Forecast
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- Key points
- Market in decline
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- Figure 18: UK retail value sales and forecast of specialist toilet care products*, 2008-18
- Mixed fortunes at sub-sector level
- The future
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- Figure 19: Best- and worst-case forecast of UK retail sales of specialist toilet care products*, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Liquid/gel cleaners dominate the market
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- Figure 20: Estimated breakdown of UK retail value sales of specialist toilet care products, by segment, 2013
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- Figure 21: UK retail value sales of specialist toilet care products, by segment, 2009-13
- In-bowl rim blocks and liquids/gels in decline
- Sales reversal in in-cistern blocks
Market Share
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- Key points
- Branded products dominate the market
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- Figure 22: Estimated brand shares in specialist toilet care*, by value, year to July, 2012 and 2013
- Potential for other players to access the market
- Jeyes suffers mixed fortunes for its key brands
- Unilever takes multi-faceted approach to growing Domestos brand
- Three Harpic lines – only one in growth
- SC Johnson takes the lead with Duck Fresh Discs
- Ecover has strong growth potential
- Own brands suffer from poor image
Companies and Products
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- Jeyes (Bloo, Parozone)
- Background
- Product range
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- Figure 23: New product launches by Jeyes in the UK toilet care market, August 2012-August 2013
- Advertising and marketing
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- Figure 24: Jeyes advertising expenditure on toilet cleaning and freshening products, 2009-13
- Reckitt Benckiser (Harpic, Cillit Bang)
- Background
- Product range
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- Figure 25: New product launches by Reckitt Benckiser in the UK toilet care market, August 2012-August 2013
- Advertising and marketing
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- Figure 26: Reckitt Benckiser advertising expenditure on toilet cleaning and freshening products, 2009-13
- McBride
- Background
- Product range
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- Figure 27: New product launches by McBride in the UK toilet care market, August 2012 - August 2013
- SC Johnson (Duck)
- Background
- Product range
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- Figure 28: New product launches by SC Johnson in the UK toilet care market, August 2012-August 2013
- Advertising and marketing
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- Figure 29: SC Johnson advertising expenditure on toilet cleaning and freshening products, 2009-13
- Unilever (Domestos)
- Background
- Product range
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- Figure 30: New product launches by Unilever in the UK toilet care market, August 2012-August 2013
- Advertising and marketing
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- Figure 31: Unilever advertising expenditure on toilet cleaning and freshening products, 2009-13
- Ecover
- Background
- Product range
- Advertising and marketing
Brand Research
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- Brand map
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- Figure 32: Attitudes towards and usage of brands in the toilet cleaning sector, August 2013
- Correspondence analysis
- Brand attitudes
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- Figure 33: Attitudes, by toilet cleaning brand, August 2013
- Brand personality
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- Figure 34: Toilet cleaning brand personality – macro image, August 2013
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- Figure 35: Toilet cleaning brand personality – micro image, August 2013
- Brand experience
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- Figure 36: Toilet cleaning brand usage, August 2013
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- Figure 37: Satisfaction with various toilet cleaning brands, August 2013
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- Figure 38: Consideration of toilet cleaning brands, August 2013
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- Figure 39: Consumer perceptions of current toilet cleaning brand performance, August 2013
- Brand index
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- Figure 40: Toilet cleaning brand index, August 2013
- Target group analysis
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- Figure 41: Target groups, August 2013
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- Figure 42: Toilet cleaning brand usage, by target groups, August 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
- Above-the-line advertising spend falling
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- Figure 43: Main media advertising expenditure on toilet cleaners/fresheners, 2009-13
- Four companies dominate spending
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- Figure 44: Main media advertising expenditure on toilet cleaners/fresheners, by leading advertisers, 2009-13
- Figure 45: Main media advertising expenditure on toilet cleaners/fresheners, by leading advertisers, 2009-13
- Three brands dominate spend
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- Figure 46: Main media advertising expenditure on toilet cleaners/fresheners, by top ten brands, 2012
- Figure 47: Main media advertising expenditure on toilet cleaners/fresheners, by top brands, 2013
- SC Johnson focuses exclusively on Duck Fresh Discs
- TV advertising dominates
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- Figure 48: Main media advertising expenditure on toilet cleaners/fresheners, % share by media type, 2009-13
- Online presence goes interactive
- Using ‘studies’ to educate and influence consumers
Channels to Market
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- Key points
- Grocery multiples dominate distribution
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- Figure 49: Retail distribution of specialist toilet care products*, 2011-13
- Growth in discount chains on UK high streets
- Symbol groups losing share
Toilet Cleaning and Buying Responsibilities
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- Key points
- Responsibility for toilet cleaning
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- Figure 50: Responsibility for cleaning the toilet(s) and buying toilet cleaning products, August 2013
- Men beginning to care and share
- Solution-focused 16-24-year-olds
- Impact of old age
Frequency of Product Usage and Replacement
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- Key points
- Three products dominate toilet cleaning routine
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- Figure 51: Frequency of usage of products for cleaning the toilet, August 2013
- Liquid toilet cleaner/gel not far behind bleach
- Multi-purpose products also widely used
- Wipes: multi-purpose v specific
- Limescale concerns – time for a different approach
- Toilet brush – potential for product development
- Peak in once a week usage
- Frequency of replacement of continuous freshening/cleaning products
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- Figure 52: Frequency of replacement of products for continuous freshening/cleaning of the toilet, August 2013
- In-bowl usage skewed to rim block usage
- In-cistern blocks – specific demographic profile
- Scepticism and cost – issues to be tackled
Reasons for Not Using Rim Blocks and Liquid Rims
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- Key points
- Barriers to using rim blocks and liquid/gel toilet rim products
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- Figure 53: Reasons for not using rim blocks or liquid/gel toilet rims, August 2013
- Germs – could more be done to allay consumer concerns?
- Multi-purpose products and the over 65s
- Hands-off approach by 16-24-year-olds
- Who’s doing the economising?
- Necessity could be the mother of invention
- Fragrance and colour low priorities
Toilet Cleaning Behaviour
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- Key points
- Over half take a routine approach to toilet cleaning
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- Figure 54: Toilet cleaning behaviour, August 2013
- Cleaning for guests and visitors
- Four in ten clean the toilet when it looks dirty
- Touching the toilet – a growing concern
- Rubber gloves – underdeveloped NPD
- Wipes – room to increase usage
- Air fresheners and their influence on toilet care
Bleach vs. Specialist Toilet Liquids/Gels
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- Key points
- Opinion is divided
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- Figure 55: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels, by various criteria, July 2013
- The environmental issue – uncertainty most acute
- The many advantages of bleach
- Choice of fragrances and adding a fresh smell
- Potential to focus on longer lasting results
- Consumer uncertainties about product benefits
- Ease of use valued in liquid/gel toilet cleaners
Appendix – Market Drivers
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- Figure 56: Number of toilets in home, by demographics, August 2013
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Appendix – Market Size and Forecast
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- Figure 57: Best- and worst-case forecast for UK retail sales of specialist toilet care products, at current prices, 2013-18
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Appendix – Brand Research
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- Figure 58: Brand usage, August 2013
- Figure 59: Brand commitment, August 2013
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- Figure 60: Brand momentum, August 2013
- Figure 61: Brand diversity, August 2013
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- Figure 62: Brand satisfaction, August 2013
- Figure 63: Brand attitude, August 2013
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- Figure 64: Brand image – macro image, August 2013
- Figure 65: Brand image – micro image, August 2013
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- Figure 66: Profile of target groups, by demographics, August 2013
- Figure 67: Psychographic segmentation by target groups, August 2013
- Figure 68: Brand usage, by target groups, August 2013
- Brand index
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- Figure 69: Brand index, August 2013
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Appendix – Toilet Cleaning and Buying Responsibilities
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- Figure 70: Responsibility for cleaning the toilet(s), by demographics, August 2013
- Figure 71: Responsibility for cleaning the toilet(s) among men, August 2013
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- Figure 72: Responsibility for cleaning the toilet(s) among men, by demographics, August 2013
- Figure 73: Responsibility for cleaning the toilet(s) among women, August 2013
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- Figure 74: Responsibility for buying toilet cleaning products among women, by demographics, August 2013
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- Figure 75: Responsibility for buying toilet cleaning products, by demographics, August 2013
- Figure 76: Responsibility for buying toilet cleaning products among men, August 2013
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- Figure 77: Responsibility for buying toilet cleaning products among men, by demographics, August 2013
- Figure 78: Responsibility for buying toilet cleaning products among women, August 2013
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- Figure 79: Responsibility for buying toilet cleaning products among women, by demographics, August 2013
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Appendix – Frequency of Product Usage and Replacement
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- Figure 80: Frequency of any usage of wipes for cleaning the toilet, by demographics, August 2013
- Figure 81: Frequency of any usage of toilet brush for cleaning the toilet, by demographics, August 2013
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- Figure 82: Frequency of usage of bleach for cleaning the toilet, by demographics, August 2013
- Figure 83: Frequency of usage of liquid toilet cleaner/gel for cleaning the toilet, by demographics, August 2013
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- Figure 84: Frequency of replacement of any usage of rim blocks or liquid toilet rim for continuous freshening/cleaning of the toilet, by demographics, August 2013
- Figure 85: Frequency of replacement of any usage of flush treatment products for continuous freshening/cleaning of the toilet, by demographics, August 2013
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- Figure 86: Frequency of replacement of in-bowl rim blocks for continuous freshening/cleaning of the toilet, by demographics, August 2013
- Figure 87: Frequency of replacement of in-bowl liquid/gel toilet rim for continuous freshening/cleaning of the toilet, by demographics, August 2013
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- Figure 88: Frequency of replacement of in-cistern blocks for continuous freshening/cleaning of the toilet, by demographics, August 2013
- Figure 89: Frequency of replacement of toilet freshener discs that stick to toilet bowl for continuous freshening/cleaning of the toilet, by demographics, August 2013
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Appendix – Reasons for Not Using Rim Blocks and Liquid Rims
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- Figure 90: Reasons for not using rim blocks or liquid/gel toilet rims, by demographics, August 2013
- Figure 91: Reasons for not using rim blocks or liquid/gel toilet rims, by demographics (continued), August 2013
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Appendix – Toilet Cleaning Behaviour
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- Figure 92: Toilet cleaning behaviour, by demographics, August 2013
- Figure 93: Toilet cleaning behaviour, by demographics (continued), August 2013
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Appendix – Bleach vs. Specialist Toilet Liquids/Gels
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- Figure 94: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Killing germs, by demographics, August 2013
- Figure 95: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Removing stains, by demographics, August 2013
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- Figure 96: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Removing limescale, by demographics, August 2013
- Figure 97: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Giving a fresh and pleasant smell, by demographics, August 2013
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- Figure 98: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Choice of scents, by demographics, August 2013
- Figure 99: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Easy to use, by demographics, August 2013
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- Figure 100: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Long-lasting results, by demographics, August 2013
- Figure 101: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Having a thicker consistency so product remains on the surface of toilet bowl, by demographics, August 2013
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- Figure 102: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Effectively cleaning under the toilet rim, by demographics, August 2013
- Figure 103: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Best value for money, by demographics, August 2013
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- Figure 104: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – More environmentally friendly, by demographics, August 2013
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