Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- Growth damaged by falling floor care sales
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- Figure 1: Best- and worst-case forecast of UK sales of household cleaning equipment*, 2009-19
- Market drivers
- Completely new products in decline
- Sponge scourers the most popular cleaning equipment product
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- Figure 2: Equipment used for dishwashing and household cleaning, July 2014
- Shoppers weigh up cost vs quality for dishwashing equipment
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- Figure 3: Factors important when choosing dishwashing equipment, July 2014
- Opportunity to bolster antimicrobial product ranges
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- Figure 4: Attitudes towards cleaning equipment, July 2014
- Consumers keen to make their floors germ-free as well as dirt-free
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- Figure 5: Attitudes towards floor cleaning equipment, July 2014
- What we think
Issues and Insights
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- Leveraging the growing popularity of steam cleaners
- The facts
- The implications
Trend Application
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- Trend: Who Needs Humans?
- Trend: Extend My Brand
- Futures Trend: Old Gold
Market Drivers
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- Key points
- Growth in elderly and juvenile populations create growth prospects
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- Figure 6: Trends in the age structure of the UK population, 2009-19
- Number of households expected to grow
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- Figure 7: UK households, by size, 2009-19
- Types of flooring in households
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- Figure 8: Types of flooring in the home, July 2014
- Dishwasher ownership
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- Figure 9: Proportion of households with a dishwasher, February 2014
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- Figure 10: Frequency of doing the washing up by hand, by ownership of a dishwasher, February 2014
- Disposable income on the up
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- Figure 11: Trends in how respondents would describe their financial situation, June 2009-June 2014
Who’s Innovating?
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- Key points
- Completely new products in decline
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- Figure 12: New product launches in UK household cleaning equipment*, % share by launch type, 2010-14
- Own-label vs branded launches
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- Figure 13: New product launches in UK household cleaning equipment*, index of total launches and % share by own-label and branded, 2010-14
- Mapa Spontex retains its NPD lead
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- Figure 14: New product launches in the UK household cleaning equipment category, % share by company, 2013
- Figure 15: Examples of UK product launches in the cleaning equipment category by Mapa Spontex, Q3 2013-Q2 2014
- Price and convenience primary areas of focus
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- Figure 16: New product launches in UK household cleaning equipment*, % share by claim (based on top 10 for 2013), 2011-14
Market Size and Forecast
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- Key points
- Market stumbles under pressure from steam cleaners
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- Figure 17: UK value sales for household cleaning equipment*, 2009-19
- The future
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- Figure 18: Best- and worst-case forecast of UK sales of household cleaning equipment*, 2009-19
- Forecast Methodology
Segment Performance
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- Key points
- Cleaning cloths and scouring products overtake floor cleaning equipment
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- Figure 19: UK retail value sales of household cleaning equipment, by segment, 2012-14
- Floor care segment continues to decline
- Chemicals fears create opportunity for sales of gloves
- Dusters continue to see sales slide
Market Share
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- Key points
- Own-label dominates
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- Figure 20: Brand shares in UK value sales of household cleaning equipment, 2014
- Spontex uses innovation to get ahead
- Marigold thrives on household reputation
Companies and Products
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- Spontex (Mapa Spontex UK Ltd)
- Background and structure
- Product range and innovation
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- Figure 21: Examples of new product launches by Spontex in the household cleaning equipment market, April 2013-June 2014
- Marketing and advertising
- Vileda
- Background and structure
- Product range and innovation
- Marketing and advertising
- 3M
- Background and structure
- Product range and innovation
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- Figure 22: Examples of new product launches by 3M in the household cleaning equipment market, April 2013-June 2014
- e-cloth (EnviroProducts)
- Background and structure
- Product range and innovation
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- Figure 23: Examples of new product launches by EnviroProducts in the household cleaning equipment market, April 2013-June 2014
- Advertising and marketing
Brand Research
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- Brand map
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- Figure 24: Attitudes towards and usage of brands in the household cleaning sector, July 2014
- Correspondence analysis
- Brand attitudes
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- Figure 25: Attitudes, by household cleaning brand, July 2014
- Brand personality
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- Figure 26: Household cleaning brand personality – macro image, July 2014
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- Figure 27: Household cleaning brand personality – micro image, July 2014
- Brand experience
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- Figure 28: Household cleaning brand usage, July 2014
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- Figure 29: Satisfaction with various household cleaning brands, July 2014
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- Figure 30: Consideration of household cleaning brands, July 2014
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- Figure 31: Consumer perceptions of current household cleaning brand performance, July 2014
- Brand recommendation
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- Figure 32: Recommendation of selected household cleaning brands, July 2014
Brand Communication and Promotion
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- Key points
- Cleaning equipment adspend comparatively low
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- Figure 33: Main media advertising expenditure on household cleaning equipment*, 2010-14
- Kärcher Window Vac accounts for 58% of total market adspend
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- Figure 34: Main media adspend on household cleaning equipment*, by brand and product, July 2013-June 2014
- TV remains dominant channel
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- Figure 35: Main media advertising expenditure on household cleaning equipment*, 2010-14
Channels to Market
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- Key points
- Grocery multiples remain dominant
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- Figure 36: Retail distribution of household cleaning equipment, 2012-14
- Non-food discounters grow share of value sales
The Consumer – Usage of Cleaning Equipment
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- Key points
- Sponge scourers the most popular cleaning equipment product
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- Figure 37: Equipment used for dishwashing and household cleaning, July 2014
- Cloths vs scourers
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- Figure 38: Equipment used for dishwashing and household cleaning, July 2014
- Scourers remain important in household cleaning
- Opportunity to branch into beauty market with gloves
- Older consumers lead duster usage
The Consumer – Factors Influencing Choice when Buying Dishwashing Equipment
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- Key points
- Shoppers weigh up cost vs quality
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- Figure 39: Factors important when choosing dishwashing equipment, July 2014
- Price is the main priority for younger consumers
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- Figure 40: Selected factors important when choosing dishwashing equipment, by age, July 2014
- Antibacterial claims influence over one in 10
The Consumer – Attitudes towards Cleaning Equipment
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- Key points
- Opportunity to bolster antimicrobial product ranges
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- Figure 41: Attitudes towards cleaning equipment, July 2014
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- Figure 42: Examples of product launches carrying antibacterial claims, 2013-14
- Interest in water-only cleaning equipment highlights varying considerations by age
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- Figure 43: Agreement with the statement “I prefer cleaning cloths and scouring products that can be used just with water (eg e-cloth)”, by age, July 2014
The Consumer – Usage of Floor Cleaning Equipment
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- Key points
- Convenient dustpan and brush wins out
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- Figure 44: Use of floor cleaning equipment, July 2014
- Mop innovation could help to drive category
- Standard vacuum cleaners dominate electrical floor cleaning methods
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- Figure 45: Use of floor cleaning equipment, July 2014
- Households with children offer new marketing opportunity
- Steam cleaners become an established part of household cleaning
- Use of robotic vacuum cleaners starts to take off
The Consumer – Attitudes towards Floor Cleaning Equipment
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- Key points
- Equipment for hard-to-reach areas appeals to nearly half of cleaning equipment users
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- Figure 46: Attitudes towards floor cleaning equipment, July 2014
- Consumers desire germ-free floors
- Shrinking cleaning equipment
- Interest in robotic vacuum cleaners high
Appendix – Market Drivers
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- Figure 47: Types of flooring in the home, July 2014
- Figure 48: Types of flooring in the home, by demographics, July 2014
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Appendix – Brand Research
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- Figure 49: Brand usage, July 2014
- Figure 50: Brand commitment, July 2014
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- Figure 51: Brand momentum, July 2014
- Figure 52: Brand diversity, July 2014
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- Figure 53: Brand satisfaction, July 2014
- Figure 54: Brand recommendation, July 2014
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- Figure 55: Brand attitude, July 2014
- Figure 56: Brand image – macro image, July 2014
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- Figure 57: Brand image – micro image, July 2014
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Appendix – Brand Communication and Promotion
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- Kärcher emerges as most consistent advertiser
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- Figure 58: Main media advertising expenditure on household cleaning equipment*, by top five advertisers in 2013, 2010-14
Appendix – The Consumer – Demographic Overview
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- Figure 59: Working status, by age, July 2014
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- Figure 60: Presence of own children, by age of parent, July 2014
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Appendix – The Consumer – Usage of Cleaning Equipment
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- Figure 61: Equipment used for dishwashing and household cleaning, July 2014
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- Figure 62: Equipment used for dishwashing and household cleaning – Scourers, by demographics, July 2014
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- Figure 63: Equipment used for dishwashing and household cleaning – Cloths, by demographics, July 2014
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- Figure 64: Equipment used for dishwashing and household cleaning – Metal scourers, by demographics, July 2014
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- Figure 65: Equipment used for dishwashing and household cleaning – Scouring pads, by demographics, July 2014
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- Figure 66: Equipment used for dishwashing and household cleaning – Sponge scourers, by demographics, July 2014
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- Figure 67: Equipment used for dishwashing and household cleaning – Rubber gloves, by demographics, July 2014
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- Figure 68: Equipment used for dishwashing and household cleaning – Dusters, by demographics, July 2014
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- Figure 69: Factors important when choosing dishwashing equipment, by usage of household rubber gloves, July 2014
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- Figure 70: Advertising expenditure by P&G on Flash Magic Eraser Product, 2014
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Appendix – The Consumer – Factors Influencing Choice when Buying Dishwashing Equipment
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- Figure 71: Factors important when choosing dishwashing equipment, July 2014
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- Figure 72: Most popular factors important when choosing dishwashing equipment, by demographics, July 2014
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- Figure 73: Next most popular factors important when choosing dishwashing equipment, by demographics, July 2014
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Appendix – The Consumer – Attitudes towards Cleaning Equipment
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- Figure 74: Attitudes towards cleaning equipment, July 2014
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- Figure 75: Most popular attitudes towards cleaning equipment, by demographics, July 2014
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- Figure 76: Next most popular attitudes towards cleaning equipment, by demographics, July 2014
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Appendix – The Consumer – Usage of Floor Cleaning Equipment
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- Figure 77: Use of floor cleaning equipment, July 2014
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- Figure 78: Use of floor cleaning equipment – Brushes, by demographics, July 2014
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- Figure 79: Use of floor cleaning equipment – Mops, by demographics, July 2014
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- Figure 80: Use of floor cleaning equipment – Scrubbing brush, by demographics, July 2014
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- Figure 81: Use of floor cleaning equipment – Broom, by demographics, July 2014
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- Figure 82: Use of floor cleaning equipment – Dustpan and brush, by demographics, July 2014
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- Figure 83: Use of floor cleaning equipment – Mop with attachable disposable wipes, by demographics, July 2014
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- Figure 84: Use of floor cleaning equipment – Mop with squeeze attachment in handle, by demographics, July 2014
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- Figure 85: Use of floor cleaning equipment – Dry static mop for collecting dust, by demographics, July 2014
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- Figure 86: Use of floor cleaning equipment – Mop with in-built spray attachment, by demographics, July 2014
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- Figure 87: Use of floor cleaning equipment – Standard string mop with bucket and wringer, by demographics, July 2014
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- Figure 88: Use of floor cleaning equipment, July 2014
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- Figure 89: Use of floor cleaning equipment – Vacuum cleaners, by demographics, July 2014
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- Figure 90: Use of floor cleaning equipment – Electronic users, by demographics, July 2014
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- Figure 91: Use of floor cleaning equipment – Regular floor wipes, by demographics, July 2014
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- Figure 92: Use of floor cleaning equipment – Handheld vacuum cleaner, by demographics, July 2014
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- Figure 93: Use of floor cleaning equipment – Standard vacuum cleaner, by demographics, July 2014
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- Figure 94: Use of floor cleaning equipment – Robotic vacuum cleaner, by demographics, July 2014
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- Figure 95: Use of floor cleaning equipment – Steam cleaning device, by demographics, July 2014
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Appendix – The Consumer – Attitudes towards Floor Cleaning Equipment
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- Figure 96: Attitudes towards floor cleaning equipment, July 2014
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- Figure 97: Most popular attitudes towards floor cleaning equipment, by demographics, July 2014
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- Figure 98: Next most popular attitudes towards floor cleaning equipment, by demographics, July 2014
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