Table of Contents
Introduction
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- Hypothesis of report
- Definitions
- Abbreviations
Executive Summary
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- Market size
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- Figure 1: Best- and worst-case forecast of UK retail value sales of private label household care products*, 2008-18
- Decline in sales of own-label products
- Household paper by far the biggest sector
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- Figure 2: Breakdown of UK retail value sales of private label household care products, 2013
- Market factors
- More households to boost household care spending
- Economy picks up but savvy shopping here to stay
- Companies, brands and innovation
- Private label accounts for majority of launches
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- Figure 3: Breakdown of new private label launches in the household care market*, by company, 2009-13
- Little household care-specific advertising for own-label
- The consumer
- Wide variation by category in buying own-label
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- Figure 4: Proportion of buyers typically buying own-label versions of product, by category, February 2014
- Big four grocers top destinations for own-label purchasing
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- Figure 5: Retailers used for purchasing own-label household care products, February 2014
- Communicating benefits key to encouraging buying
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- Figure 6: Factors that would encourage own-brand purchasing of household care products, February 2014
- Own-label stands for value for money
- Improvements to own-label seen in recent years
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- Figure 7: Attitudes towards branded and own-label household care products, February 2014
- What we think
Issues and Insights
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- Why private label has not gained ground during the economic downturn
- The facts
- The implications
- How retailers can overcome barriers to own-label sales growth
- The facts
- The implications
- Changing perceptions of own-label to drive increased sales
- The facts
- The implications
Trend Application
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- Trend: Prove It
- Trend: Nouveau Poor
- Trend: Collective Intelligence
Market Drivers
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- Key points
- More households to boost household care spending
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- Figure 8: UK households, by size, 2008-18
- Population growth to help drive increased sales
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- Figure 9: Trends in the age structure of the UK population, 2008-18
- UK economic recovery gathers strength
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- Figure 10: GDP quarterly percentage change, Q1 2009-Q4 2013
- Figure 11: Comparison of consumer price inflation and total wage growth, January 2013-January 2014
- More people feeling confident about the coming year
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- Figure 12: Trends in how respondents would describe their financial situation, February 2009-January 2014
- Figure 13: Trends in consumer sentiment for the coming year, February 2009-January 2014
- Buying on special offer a big feature of shopping behaviour
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- Figure 14: Savvy shopping habits in the last 12 months, October 2013
Who’s Innovating?
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- Key points
- Private label accounts for majority of new launches
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- Figure 15: New product launches in the household care market*, branded vs private label, 2009-13
- Three categories dominate private label launch activity
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- Figure 16: Breakdown of private label launches in the household care market, by product category, % of private label launches, 2009-13
- Figure 17: Breakdown of private label launches in the household care market, by top 10 sub-categories, % of private label launches, 2009-13
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- Figure 18: Proportion of new launches that are private label in top 10 sub-categories for private label launches, % of new variants launches in selected categories, 2009-13
- Tesco led 2013 new launch activity
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- Figure 19: Breakdown of new private label launches in the household care market*, by company, 2009-13
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- Figure 20: Breakdown of new private label launches in the household care market* graph, by company, 2009-13
- Increased focus on being ethical and economical
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- Figure 21: New private label product launches in the household care market*, % share by claim, 2009-13
- Figure 22: Top 10 claims of product launches in the household care market* – private label vs branded, 2013
- Shift towards range extensions and relaunches
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- Figure 23: New private label product launches in the household care market*, % share by launch type, 2009-13
- Figure 24: Product launches in the household care market*, by launch type – private label vs branded, 2013
Market Size and Forecast
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- Key points
- Own-label sales hit by heavy promotional activity
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- Figure 25: UK retail value sales of private label household care products*, at current and constant prices, 2008-18
- The future
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- Figure 26: Best- and worst-case forecast of UK retail value sales of private label household care products*, at current and constant prices, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Household paper takes over half of own-label sales
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- Figure 27: UK retail value sales of private label household care products, by category, 2012 and 2013
- Figure 28: Share of UK retail value sales taken by own-label in the household care market, by category, 2012 and 2013
Companies and Products
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- Overview
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- Figure 29: Comparison of UK sales and number of outlets for leading retailers selling private label household care products, 2009-13
- Aldi
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- Figure 30: Private label product offering of Aldi in household care, 2014
- Asda
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- Figure 31: Private label product offering of Asda in household care, 2014
- The Co-operative Food
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- Figure 32: Private label product offering of Co-operative Group in household care, 2014
- Lidl
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- Figure 33: Private label product offering of Lidl in household care, 2014
- Marks & Spencer
- Morrisons
- Sainsbury’s
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- Figure 34: Private label product offering of Sainsbury’s in household care, 2014
- Tesco
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- Figure 35: Private label product offering of Tesco in household care, 2014
- Waitrose
- Wilkinson Hardware Stores
Brand Communication and Promotion
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- Key points
- Six big manufacturers dominate advertising
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- Figure 36: Main media advertising expenditure on household care products*, by advertiser, 2010-13
- Figure 37: Main media advertising expenditure on household care products*, by retailers and other companies, 2010-13
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- Figure 38: Main media advertising expenditure on household care products* by retailers, by month, 2013,
- Most retailers’ advertising in support of brands
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- Figure 39: Non-brand-specific* main media advertising expenditure on household care products**, by retailer, 2010-13
The Consumer – Purchasing Patterns
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- Key points
- Branded products more popular in most categories
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- Figure 40: Purchasing of own-label and branded household care products, by category, February 2014
- Own-label strongest in kitchen roll and bleach
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- Figure 41: Proportion of buyers typically buying own-label versions of product, by category, February 2014
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- Figure 42: Any purchasing of own-label and branded household care products, by category, February 2014
- Nearly half buy own-label in seven or more categories
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- Figure 43: Number of categories where own-label and branded products bought, February 2014
The Consumer – Retailers Used for Buying Own-brand Household Care Products
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- Key points
- Big supermarkets dominate own-label purchasing
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- Figure 44: Retailers used for purchasing own-label household care products, February 2014
- Shoppers at grocery discounters buy most own-label
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- Figure 45: Number of categories where own-label bought, by most popular retailers used for purchasing own-label household care products, February 2014
- Four in 10 stick to one store for own-label purchases
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- Figure 46: Number of different retailers used for buying own-label products, February 2014
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- Figure 47: Number of different retailers used for buying own-label products, by most popular retailers used for purchasing own-label household care products, February 2014
The Consumer – Changes in Purchasing Own-label Products
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- Key points
- Number of own-label products purchased increases
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- Figure 48: Changes in purchasing of own-label household care products, February 2014
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- Figure 49: Balance of those increasing and decreasing purchasing of own-label household care products compared with a year ago, February 2014
The Consumer – Factors That Would Encourage Purchasing of Own-label Products
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- Key points
- Saving money the biggest motivation to buy
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- Figure 50: Factors that would encourage own-brand purchasing of household care products, February 2014
- Proving product quality key to own-label success
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- Figure 51: Product improvements that would encourage more purchasing of own-label household care products, by age, February 2014
- Choice of products and formats less of an issue
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- Figure 52: Factors that would encourage own-brand purchasing, by number of categories where own-label bought, February 2014
The Consumer – Perceptions of Branded and Own-label Products
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- Key points
- Branded products have much stronger appeal
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- Figure 53: Perceptions of branded and own-label products, February 2014
- Own-label scores high on value for money
- Correspondence analysis
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- Figure 54: Correspondence analysis, February 2014
- Shoppers at discounters rate own-label ranges more highly
The Consumer – Attitudes towards Own-label and Branded Household Care Products
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- Key points
- Shoppers seeing improvements to own-label ranges
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- Figure 55: Attitudes towards branded and own-label household care products, February 2014
- Special offers holding back own-label growth
- Promoting the innovation of own-label products
- Sacrificing quality (or not) to save money
Appendix – Market Size and Forecast
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- Figure 56: Best- and worst-case forecast for UK retail value sales of private label household care products*, at current prices, 2013-18
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Appendix – Who’s Innovating?
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- Figure 57: New product launches in the household care market*, % share of launches by month, 2013
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Appendix – The Consumer – Purchasing Patterns
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- Figure 58: Purchasing of own-label and branded household care products, by category, February 2014
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- Figure 59: Purchasing of own-label and branded household care products, by category – Toilet tissue, by demographics, February 2014
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- Figure 60: Purchasing of own-label and branded household care products, by category – Washing-up liquid, by demographics, February 2014
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- Figure 61: Purchasing of own-label and branded household care products, by category – Laundry detergent, by demographics, February 2014
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- Figure 62: Purchasing of own-label and branded household care products, by category – Multipurpose cleaners, by demographics, February 2014
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- Figure 63: Purchasing of own-label and branded household care products, by category – Bleach, by demographics, February 2014
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- Figure 64: Purchasing of own-label and branded household care products, by category – Kitchen roll, by demographics, February 2014
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- Figure 65: Purchasing of own-label and branded household care products, by category – Liquid/gel toilet cleaners, by demographics, February 2014
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- Figure 66: Purchasing of own-label and branded household care products, by category – Fabric conditioner, by demographics, February 2014
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- Figure 67: Purchasing of own-label and branded household care products, by category – Air fresheners, by demographics, February 2014
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- Figure 68: Purchasing of own-label and branded household care products, by category – Furniture polish, by demographics, February 2014
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- Figure 69: Purchasing of own-label and branded household care products, by category – Facial tissues, by demographics, February 2014
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- Figure 70: Purchasing of own-label and branded household care products, by category – Dishwasher detergent, by demographics, February 2014
- Repertoire of purchasing patterns for own-label household care products
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- Figure 71: Number of categories where own-label bought, February 2014
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- Figure 72: Number of categories where own-label bought, by demographics, February 2014
- Repertoire of purchasing patterns for branded care products
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- Figure 73: Number of categories where branded products bought, February 2014
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- Figure 74: Number of categories where branded products bought, by demographics, February 2014
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Appendix – The Consumer – Retailers Used for Buying Own-brand Household Care Products
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- Figure 75: Retailers used for purchasing own-label household care products, February 2014
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- Figure 76: Retailers used for purchasing own-label household care products, by demographics, February 2014
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- Figure 77: Retailers used for purchasing own-label household care products, by demographics, February 2014 (continued)
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- Figure 78: Retailers used for purchasing own-label household care products, by demographics, February 2014 (continued)
- Repertoire of retailers used for own-brand household care products
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- Figure 79: Number of different retailers used for buying own-label products, February 2014
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- Figure 80: Number of different retailers used for buying own-label products, by demographics, February 2014
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- Figure 81: Retailers used for purchasing own-label household care products, by number of different retailers used for buying own-label products, February 2014
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- Figure 82: Number of categories where branded products bought, by most popular retailers used for purchasing own-label household care products, February 2014
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Appendix – The Consumer – Changes in Purchasing Own-label Products
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- Figure 83: Changes in purchasing of own-label household care products, February 2014
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- Figure 84: Changes in purchasing of own-label household care products – Toilet tissue, by demographics, February 2014
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- Figure 85: Changes in purchasing of own-label household care products – Kitchen roll, by demographics, February 2014
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- Figure 86: Changes in purchasing of own-label household care products – Facial tissues, by demographics, February 2014
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- Figure 87: Changes in purchasing of own-label household care products – Bleach, by demographics, February 2014
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- Figure 88: Changes in purchasing of own-label household care products – Liquid/gel toilet cleaners, by demographics, February 2014
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- Figure 89: Changes in purchasing of own-label household care products – Multipurpose cleaners, by demographics, February 2014
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- Figure 90: Changes in purchasing of own-label household care products – Furniture polish, by demographics, February 2014
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- Figure 91: Changes in purchasing of own-label household care products – Laundry detergent, by demographics, February 2014
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- Figure 92: Changes in purchasing of own-label household care products – Fabric conditioner, by demographics, February 2014
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- Figure 93: Changes in purchasing of own-label household care products – Washing-up liquid, by demographics, February 2014
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- Figure 94: Changes in purchasing of own-label household care products – Dishwasher detergent, by demographics, February 2014
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- Figure 95: Changes in purchasing of own-label household care products – Air fresheners, by demographics, February 2014
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Appendix – The Consumer – Factors That Would Encourage Purchasing of Own-label Products
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- Figure 96: Factors that would encourage own-brand purchasing, February 2014
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- Figure 97: Factors that would encourage own-brand purchasing, by demographics, February 2014
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- Figure 98: Factors that would encourage own-brand purchasing, by demographics, February 2014 (continued)
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- Figure 99: Factors that would encourage own-brand purchasing, by retailers used for purchasing own-label household care products, February 2014
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- Figure 100: Factors that would encourage own-brand purchasing, by retailers used for purchasing own-label household care products, February 2014 (continued)
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- Figure 101: Factors that would encourage own-brand purchasing, by number of categories where branded products bought, February 2014
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- Figure 102: Factors that would encourage own-brand purchasing, by number of different retailers used for buying own-label products, February 2014
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- Figure 103: Retailers used for purchasing own-label household care products, by factors that would encourage own-brand purchasing, February 2014
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- Figure 104: Retailers used for purchasing own-label household care products, by factors that would encourage own-brand purchasing, February 2014 (continued)
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Appendix – The Consumer – Perceptions of Branded and Own-label Products
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- Figure 105: Perceptions of branded and own-label products, February 2014
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- Figure 106: Perceptions of branded and own-label products – High quality, by demographics, February 2014
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- Figure 107: Perceptions of branded and own-label products – I feel confident using, by demographics, February 2014
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- Figure 108: Perceptions of branded and own-label products – Overpriced, by demographics, February 2014
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- Figure 109: Perceptions of branded and own-label products – I trust them to work, by demographics, February 2014
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- Figure 110: Perceptions of branded and own-label products – Offers a wide variety of choice, by demographics, February 2014
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- Figure 111: Perceptions of branded and own-label products – Value for money, by demographics, February 2014
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- Figure 112: Perceptions of branded and own-label products – Innovative, by demographics, February 2014
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- Figure 113: Perceptions of branded and own-label products – Ethically responsible, by demographics, February 2014
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- Figure 114: Perceptions of branded and own-label products – Cares about my health/wellbeing, by demographics, February 2014
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- Figure 115: Perceptions of branded and own-label products – Engaging, by demographics, February 2014
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- Figure 116: Perceptions of branded and own-label products – Unappealing, by demographics, February 2014
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- Figure 117: Perceptions of branded and own-label products – None of these, by demographics, February 2014
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- Figure 118: Perceptions of branded and own-label products, by most popular retailers used for purchasing own-label household care products, February 2014
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- Figure 119: Perceptions of branded and own-label products, by next most popular retailers used for purchasing own-label household care products, February 2014
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Appendix – The Consumer – Attitudes towards Own-label and Branded Household Care Products
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- Figure 120: Attitudes towards branded and own-label household care products, February 2014
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- Figure 121: Attitudes towards branded and own-label household care products, by demographics, February 2014
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- Figure 122: Attitudes towards branded and own-label household care products, by demographics, February 2014 (continued)
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- Figure 123: Attitudes towards branded and own-label household care products, by demographics, February 2014 (continued)
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- Figure 124: Attitudes towards branded and own-label household care products, by retailers used for purchasing own-label household care products, February 2014
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- Figure 125: Attitudes towards branded and own-label household care products, by retailers used for purchasing own-label household care products, February 2014 (continued)
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