What you need to know
The hard surface cleaning and care market declined by 5% from 2014-15, from £318 million to £301 million, as a result of competitive pricing across the category and increasing consumer reliance on using a smaller number of multipurpose products.
While cleaning power remains the most important element for the majority of consumers, convenience is also having an effect on the type of products that consumers seek. There is potential for brands to benefit from proving how their products can help save time and effort while still maintaining efficacy.
Brands should also be aware of health and environmental concerns among consumers, something which may come into clearer focus as impending labelling regulations edge ever nearer. This represents an opportunity for more natural products to increase their influence in the market, provided they can demonstrate their own functional benefits.
Products covered in this report
This report examines the following markets:
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Multipurpose cleaners, including antibacterial cleaners
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Kitchen cleaners
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Floor cleaners
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Bathroom cleaners
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Shower cleaners.
These products come in a number of formats, including sprays, mousses, creams, foams and disposable wipes.
Excluded
Excluded from this report are toilet cleaning and care products, bleaches and disinfectants (please see Mintel’s upcoming Toilet Cleaning, Bleaches and Disinfectants – UK, April 2016 Report).
Also excluded are floor polishes and specialist cleaners, which include oven cleaners, window cleaners, metal polishes and drain care products.
