The hard surface cleaning market, which is estimated to reach a value of £783 million in 2014, has seen low growth in sales over the last few years, despite an increase in the number of households and continuing innovation. The latter has been successful in adding incremental value sales, particularly of products in new formats or with added benefits.

Developing products with added features or benefits that have strong appeal is essential for adding value to the market, and this includes benefits related to the key factors determining choice of product, as well as new opportunities. With the market highly price sensitive, finding ways of standing out from competitors will help to reduce the downward pressure on value sales cause by promotions.

This report looks at usage of different types of hard surface cleaners, the factors most likely to influence product choice, interest in and willingness to pay more for different features and benefits, buying behaviour and attitudes towards cleaning products, particularly in terms of chemical-based ingredients and the alternative option of all-natural cleaners.

This report examines the following markets:

• multipurpose cleaners, including antibacterial cleaners

• kitchen cleaners

• floor cleaners

• bathroom cleaners

• shower cleaners.

These products come in a number of formats, including sprays, mousses, creams, foams and disposable wipes.

In addition, the following household cleaning products, which were previously covered in other Mintel reports, are also included in this report:

• toilet cleaners, including liquids/gels and flushable toilet wipes

• in-bowl rim blocks and liquids/gels

• in-cistern blocks

• implements, including disposable brushes and refills

• bleaches, including thick and thin liquid bleaches and bleach sprays

• disinfectants, including disinfectant liquids and sprays, and antiseptic disinfectant

• furniture polishes, including aerosol format and polishing cloths/wipes

• floor polishes

• metal polishes

• window/glass cleaners

• oven cleaners (including specialist hob cleaners)

• carpet and upholstery cleaners

• limescale removers, including household appliance care

• drain care (products for unblocking sinks and drains, drain cleaners and fresheners)

• other specialist cleaning products, including mould and mildew removers and wood washes.

Value figures throughout this report are at retail sales value (RSV) unless otherwise stated. Market sizes at constant 2014 prices are calculated using Mintel’s Household Goods deflator.

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