Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of UK retail value sales of hard surface cleaners*, 2009-19
- Steady growth in sales but slowdown in 2014
- Mixed fortunes for different segments
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- Figure 2: Breakdown of UK retail value sales of hard surface cleaners, 2013
- Market drivers
- Growth in number of households
- Importance attached to maintaining a clean home
- Companies, brands and innovation
- Reckitt Benckiser leads hard surface cleaning
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- Figure 3: Manufacturer value shares in hard surface cleaners, year ending October 2014
- Wide range of new product launches
- New launches in 2014 drive increase in advertising
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- Figure 4: Main media advertising expenditure on hard surface cleaners *, 2010-14
- The consumer
- Trigger sprays the most popular format
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- Figure 5: Usage of different types of hard surface cleaning product in the last six months, August 2014
- Cleaning power and convenience most important
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- Figure 6: Factors considered very important when deciding what hard surface cleaning products to buy, August 2014
- Opportunities for added-value cleaning products
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- Figure 7: Interest in and willingness to pay more for features and/or benefits for hard surface cleaning products, August 2014
- Heavy focus on promotions and lack of brand loyalty
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- Figure 8: Buying behaviour when shopping for hard surface cleaning products, August 2014
- Marked support for all-natural products
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- Figure 9: Attitudes towards hard surface cleaning products, August 2014
- What we think
Issues and Insights
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- Time-poor consumers and the need for quick and easy cleaning
- The facts
- The implications
- Results people are looking to achieve with their cleaning
- The facts
- The implications
- Attitudes towards ingredients, health and hygiene
- The facts
- The implications
- Shopping behaviour and the focus on price
- The facts
- The implications
Trend Application
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- Trend: Factory Fear
- Trend: Help Me Help Myself
- Trend: Prepare for the Worst
Market Drivers
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- Key points
- Growth in number of households
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- Figure 10: UK households, by size, 2009-19
- UK population growth continues
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- Figure 11: Trends in the age structure of the UK population, 2009-19
- High importance attached to home care
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- Figure 12: Any agreement with attitudinal statements on home care, April 2014
- Amount of time spent cleaning the home
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- Figure 13: Amount of time spent on average during a typical week cleaning the home, by gender, April 2014
- Signals for having cleaned enough
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- Figure 14: Signals for having cleaned enough in the bathroom and kitchen, April 2014
- Most people share a bathroom
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- Figure 15: Bathrooms, shower rooms, wet rooms or cloakrooms at home, 2012-14
Who’s Innovating?
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- Key points
- Launch activity focused on wide a range of products
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- Figure 16: New product launches in the UK hard surface cleaners and toilet care market, 2009-14
- Figure 17: Examples of new product launches in the UK hard surface cleaners and toilet care market, 2013 and 2014
- Own-label dominates NPD
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- Figure 18: New product launches in the UK hard surface cleaners and toilet care market, % share brands vs. own-label by sub-category, 2013
- Figure 19: Examples of own-label product launches in the UK hard surface cleaners and toilet care market, 2013 and 2014
- Large number of companies launching products
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- Figure 20: New product launches in the UK hard surface cleaners and toilet care market, % share by company (top 15 companies, based on launch activity for 2013), 2009-14
- Four in 10 products make antibacterial claims
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- Figure 21: New product launches in the UK hard surface cleaners and toilet care market, % share by claims (based on top 10 claims for 2013), 2009-14
- Figure 22: Examples of new product launches in the UK hard surface cleaners, toilet care and household polishes and specialist cleaners market making antibacterial claims, 2013 and 2014
- Companies focusing on improving environmental credentials
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- Figure 23: Examples of new product launches in the UK hard surface cleaners and toilet care market making environmentally-friendly product claims, 2013 and 2014
- Convenience increasingly important
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- Figure 24: Examples of new product launches in the UK hard surface cleaners and toilet care market making ease of use claims, 2013 and 2014
- Most launches new products or range extensions
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- Figure 25: New product launches in the UK hard surface cleaners and toilet care market, % share by Launch type, 2009-14
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- Figure 26: Other examples of new product launches in the UK hard surface cleaners and toilet care market, 2013 and 2014
Market Size and Forecast
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- Key points
- Steady growth in sales maintained
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- Figure 27: UK retail value sales and forecast of hard surface cleaners*, at current and constant prices, 2009-19
- The future
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- Figure 28: Best- and worst-case forecast of UK retail sales of hard surface cleaners*, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Antibacterial and specialist products boosting sales
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- Figure 29: UK retail value sales of hard surface cleaners, by segment, 2010-14
- Figure 30: Breakdown of UK retail value sales of multipurpose, kitchen and bathroom/shower cleaners, by segment, 2013
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- Figure 31: Breakdown of UK retail value sales of bleach, disinfectant and toilet care products, by segment, 2013
Market Share
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- Key points
- Big four account for two thirds of total sales
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- Figure 32: Manufacturer value shares in the hard surface cleaners market*, years ending October 2013 and 2014
- Figure 33: Brand value shares in the hard surface cleaners market*, years ending October 2013 and 2014
- Flash leads but Dettol gains market share
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- Figure 34: Brand value shares for multipurpose, kitchen and floor cleaners, years ending October 2013 and 2014
- Three brands vying for lead in bathroom and shower cleaning
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- Figure 35: Brand value shares for bathroom and shower cleaners, years ending October 2013 and 2014
- Harpic the biggest brand in specialist toilet care
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- Figure 36: Brand value shares for specialist toilet care*, years ending October 2013 and 2014
- Big own-label presence in bleaches market
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- Figure 37: Brand value shares for bleaches, years ending October 2013 and 2014
- Furniture polish brands represent most polish sales
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- Figure 38: Brand value shares for household polishes*, years ending October 2013 and 2014
- Specialist cleaners see growth in sales
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- Figure 39: Brand value shares for specialist cleaning products (including disinfectants)*, years ending October 2013 and 2014
Companies and Products
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- Ecover
- Background and structure
- Product range and innovation
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- Figure 40: Examples of new product launches by Ecover in the hard surface cleaners and toilet care market, October 2013-September 2014
- Marketing and advertising
- Jeyes
- Background and structure
- Product range and innovation
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- Figure 41: Examples of new product launches by Jeyes in the hard surface cleaners and toilet care market, October 2013-September 2014
- Figure 42: Examples of new product launches by Jeyes in the hard surface cleaners and toilet care market, October 2013-September 2014 (cont)
- Marketing and advertising
- McBride
- Background and structure
- Product range and innovation
- Marketing and advertising
- Procter & Gamble
- Background and structure
- Product range and innovation
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- Figure 43: Examples of new product launches by Procter & Gamble in the hard surface cleaners and toilet care market, October 2013-September 2014
- Marketing and advertising
- Reckitt Benckiser
- Background and structure
- Product range and innovation
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- Figure 44: Examples of new product launches by Reckitt Benckiser in the hard surface cleaners and toilet care market, October 2013-September 2014
- Figure 45: Examples of new product launches by Reckitt Benckiser in the hard surface cleaners and toilet care market, October 2013-September 2014 (cont)
- Marketing and advertising
- SC Johnson
- Background and structure
- Product range and innovation
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- Figure 46: Examples of new product launches by SC Johnson in the hard surface cleaners and toilet care market, October 2013-September 2014
- Figure 47: Examples of new product launches by SC Johnson in the hard surface cleaners and toilet care market, October 2013-September 2014
- Marketing and advertising
- Spotless Punch
- Background and structure
- Product range and innovation
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- Figure 48: Examples of new product launches by Spotless Punch in the hard surface cleaners and toilet care market, October 2013-September 2014
- Thornton & Ross
- Background and structure
- Product range and innovation
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- Figure 49: Example of new product launches by Thornton & Ross in the hard surface cleaners and toilet care market, October 2013-September 2014
- Marketing and advertising
- Unilever
- Background and structure
- Product range and innovation
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- Figure 50: Examples of new product launches by Unilever in the hard surface cleaners and toilet care market, October 2013-September 2014
- Figure 51: Examples of new product launches by Unilever in the hard surface cleaners and toilet care market, October 2013-September 2014 (cont)
- Marketing and advertising
- Other companies
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- Figure 52: Selected other companies and brands in the hard surface cleaners market, 2014
Brand Communication and Promotion
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- Key points
- Increase in 2014 total advertising
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- Figure 53: Main media advertising expenditure on hard surface cleaners *, 2010-14
- All-purpose cleaners the most advertised products
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- Figure 54: Main media advertising expenditure on hard surface cleaners, by sub-category, 2011-14
- RB the biggest advertising spender
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- Figure 55: Main media advertising expenditure on hard surface cleaners, by leading advertisers, 2011-14
- New launches a big focus for advertising
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- Figure 56: Main media advertising expenditure on hard surface cleaners, by top 20 campaigns, 12 months to 30 September 2014
- Figure 57: Main media advertising expenditure on hard surface cleaners, by brand, 12 months to 30 September 2014
- TV advertising dominated spending
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- Figure 58: Main media advertising expenditure on hard surface cleaners, by media type, 2011-14
Channels to Market
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- Key points
- Supermarkets dominate retail distribution
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- Figure 59: UK retail value sales of hard surface cleaners*, by outlet type, 2012-14
- Discounters have a growing presence
The Consumer – Usage of Cleaning Products
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- Key points
- Trigger sprays the dominant format
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- Figure 60: Usage of different types of hard surface cleaning product in the last six months, August 2014
- Toilet cleaners most widely used specialist product
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- Figure 61: Usage of specialist household cleaning products in the last six months, August 2014
- Wipes popular for freshening up the toilet
- Wide selection of cleaning products used
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- Figure 62: Number of different types of hard surface cleaning and toilet care products used in the last six months, August 2014
The Consumer – Factors Influencing Choice
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- Key points
- Cleaning power the all important factor
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- Figure 63: Importance of different factors when deciding what hard surface cleaning products to buy, August 2014
- Convenience comes in a number of different forms
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- Figure 64: Influence of convenience factors on choice of hard surface cleaning products (% considering very important), by age, August 2014
- Adding the finishing touches to a room
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- Figure 65: Influence of giving a shiny/smear-free finish and scent/fragrance on choice of hard surface cleaning products (% considering very important), by age, August 2014
- Concerns for health and the environment
The Consumer – Interest in Product Features
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- Key points
- Extra cleaning power and preventative measures
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- Figure 66: Interest in features and/or benefits for hard surface cleaning products, August 2014
- Health-related product benefits can command a price premium
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- Figure 67: Interest in and willingness to pay more for health-related features or benefits in hard surface cleaning products, by age of children in household, August 2014
- More concentrated cleaning solutions need to emphasise value
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- Figure 68: Interest in and willingness to pay more for concentrated cleaning solutions in various formats in hard surface cleaning products, by age and socio-economic group, August 2014
The Consumer – Buying Behaviour
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- Key points
- Special offers lowering average transaction values
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- Figure 69: Buying behaviour when shopping for hard surface cleaning products, August 2014
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- Figure 70: Taking advantage of special offers and promotions to save money on hard surface cleaning products, by generation, August 2014
- Discount stores taking sales from major supermarkets
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- Figure 71: Changes over the last couple of years in where people buy cleaning products, by age, August 2014
- Core group of cleaning product enthusiasts
The Consumer – Attitudes towards Hard Surface Cleaning Products
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- Key points
- Significant concerns about chemicals in cleaning products
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- Figure 72: Attitudes towards hard surface cleaning products, August 2014
- Household staples used by a third of people for cleaning
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- Figure 73: Usage of vinegar, baking soda, and/or lemon as an alternative to conventional cleaning products, and trying to use surface cleaners with fewer chemicals, by generation, August 2014
- Price and effectiveness not major barriers for all-natural products
Appendix – Market Size and Forecast
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- Figure 74: Best- and worst-case forecast for UK retail value sales of hard surface cleaners*, 2014-19
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Appendix – Who’s Innovating?
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- Figure 75: Breakdown of new product launches in the UK hard surface cleaners and toilet care market making antibacterial claims, % share by sub-category, January 2013-September 2014
- Figure 76: New product launches in the UK hard surface cleaners and toilet care market, by packaging material, January 2010-September 2014
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