Table of Contents
Executive Summary
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- Retail value sales falling
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- Figure 1: Best- and worst-case forecast for UK value sales of toilet cleaners and care products, bleaches and disinfectants, 2010-20
- All segments experience fall in value
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- Figure 2: Value sales of toilet care products, bleaches and disinfectants category, percentage share by segment, 2015
- Total product launches have fallen
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- Figure 3: New product development in the toilet cleaning, bleaches and disinfectants category, by sub-category, 2012-15
- Perceptions of bleach are most positive
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- Figure 4: Frequency of using toilet cleaning products in the last 6 months, January 2016
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- Figure 5: Comparison of products for cleaning the toilet, January 2016
- Multifunctional inches ahead of specialised
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- Figure 6: Attitudes towards using multifunctional products vs separate products, January 2016
- Fragrance is a key feature
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- Figure 7: Factors considered most important when choosing toilet care products to buy, any rank, January 2016
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- Figure 8: Fragrance preferences for toilet cleaning/freshening products, any rank, January 2016
- Younger adults need help
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- Figure 9: Triggers for cleaning the toilet, January 2016
- What we think
Issues and Insights
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- Adding value to the bleach segment
- The facts
- The implications
- Relieving pressure on specialist products
- The facts
- The implications
- Engaging younger consumers
- The facts
- The implications
The Market – What You Need to Know
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- Retail value sales in decline
- All segments falter
- Cleaning products bought alongside groceries
- More people means more cleaning
- Increasing consumer confidence means trading up potential
Market Size and Forecast
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- Retail value sales falling
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- Figure 10: UK retail value sales of toilet cleaning and care products, bleaches and disinfectants at current and constant prices, 2010-20
- A decline followed by a return to growth
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- Figure 11: Best- and worst-case forecast for UK value sales of toilet cleaners and care products, bleaches and disinfectants, 2010-20
Segment Performance
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- All segments experience fall in value
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- Figure 12: Value sales of toilet care products, bleaches and disinfectants, by segment, 2013-15
- Bleaches benefit from positive perceptions
- Multipurpose products also putting pressure on liquid toilet cleaners
Channels to Market
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- Supermarket sales remain strongest
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- Figure 13: UK retail value sales of toilet care products, bleaches and disinfectants, by outlet type, 2013-15
Market Drivers
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- Increasing population
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- Figure 14: Trends in the age structure of the UK population, 2010-20
- Birth rate continues to drive increase in families
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- Figure 15: Number of live births in the UK, 2000-14
- Smaller households offer opportunities
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- Figure 16: UK households, by size, 2010-20
- Confident consumers could translate into more spend
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- Figure 17: Trends in consumer sentiment regarding financial situation for the coming year, February 2009-16
- Entertainers make cleaning the toilet a priority
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- Figure 18: Tasks prioritised when preparing for the visit of guests (top five), August 2014
- Health and regulation
- New labelling
- Toilet cleaners adding to indoor pollution
- Growing influence of discounters
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- Figure 19: Main store and other stores used for buying household care products in the past six months, April 2015
- Scope for more bathrooms in most homes
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- Figure 20: Number of bathrooms/shower/wet rooms and toilet/cloakrooms in home, January 2015
Key Players – What You Need to Know
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- Market leaders maintain their position
- True innovation on the wane
- Brands fight back against own label
- Majority of launches antibacterial
- Total recorded adspend falls
- Reckitt Benckiser increases adspend
Market Share
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- Quarter of all value sales attributed to Domestos
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- Figure 21: Brand value shares for toilet cleaning and care products, bleaches and disinfectants, years ending November, 2014 and 2015
- Toilet Duck remains leader in toilet cleaning products
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- Figure 22: Brand value shares for toilet cleaning and care products, years ending November, 2014 and 2015
- Domestos increases market share in bleaches
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- Figure 23: Brand value shares for household bleaches, years ending November, 2014 and 2015
- Dettol strengthens position in disinfectants
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- Figure 24: Brand value shares for disinfectants, years ending November, 2014 and 2015
Launch Activity and Innovation
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- Total product launches have fallen
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- Figure 25: New product development in the toilet cleaning, bleaches and disinfectant category, by sub-category, 2012-15
- Figure 26: Examples of launches in the toilet (bowl) cleaners segment, 2015
- Focus on range extensions
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- Figure 27: New product development in the toilet cleaning, bleaches and disinfectants category, by launch type, 2012-15
- Brands respond to pressure from own label
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- Figure 28: New product development in the toilet cleaning, bleaches and disinfectants category, own-label vs branded, 2012-15
- Jeyes most active in 2015
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- Figure 29: New product development in the toilet cleaning, bleaches and disinfectants category, top ultimate companies and other, 2015
- Figure 30: Examples of new product launches from Jeyes under the Bloo and Parozone brands, January 2015-March 2016
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- Figure 31: Examples of Domestos (Unilever) product launches, 2015
- More than half of launches focus on antibacterial
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- Figure 32: Leading claims in the toilet cleaning, bleaches and disinfectants category, based on top 10 for 2015, 2014-15
- Fragrance launches match those favoured by buyers
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- Figure 33: Leading fragrances of new launches in the toilet cleaning, bleaches and disinfectants category, based on top 10 for 2015, 2014-15
Brand Communication and Promotion
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- Total adspend falls marginally on 2014
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- Figure 34: Total above-the line, online display and direct mail advertising expenditure on toilet cleaners, bleaches and disinfectants, 2012-15
- Focus remains on cleaners and fresheners
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- Figure 35: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning, bleaches and disinfectants, by sub-category, 2012-15
- Reckitt Benckiser increases adspend
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- Figure 36: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning, bleaches and disinfectants, by main advertisers in 2015, 2012-15
- TV dominates spend
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- Figure 37: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning, bleaches and disinfectants, by media type, 2012-15
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Gender gap still present
- Bleach most popular
- Antibacterial and fragrance influence purchase most strongly
- Bleach perceived as offering most functional benefits
- Brands and specialists face difficulty in differentiating themselves
- Certain groups in need of guidance
- Fragrance preferences
Toilet Cleaning and Buying Responsibility
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- Women take greater responsibility for cleaning and buying
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- Figure 38: Responsibility for buying toilet cleaning products, by gender, January 2016
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- Figure 39: Responsibility for cleaning the toilet(s), by gender, January 2016
Product Usage and Frequency
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- Bleach most popular for keeping toilets clean
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- Figure 40: Frequency of using toilet cleaning products in the last 6 months, January 2016
- Multi-purpose cleaners pose a threat
- Wipes may not be comprehensive enough for toilet care
- Penetration of flush treatment products highest among young men
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- Figure 41: Frequency of replacing flush treatment products, January 2016
Important Purchasing Factors
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- Fragrance is a key driver
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- Figure 42: Factors considered most important when choosing toilet care products to buy, any rank, January 2016
- Environmental impact concerns few buyers
Product Comparisons
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- Perceptions of bleach are most positive
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- Figure 43: Comparison of products for cleaning the toilet, January 2016
- Liquid/gel toilet cleaner perceived as offering less functionality
Attitudes and Behaviours towards Cleaning the Toilet
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- Bleach is bleach
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- Figure 44: Attitudes towards branded vs own-label bleach, January 2016
- Multifunctional inches ahead of specialised
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- Figure 45: Attitudes towards using multifunctional products vs separate products, January 2016
- Young adults need visual cues
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- Figure 46: Triggers for cleaning the toilet, January 2016
- To flush, or not to flush
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- Figure 47: Use of flush after cleaning the toilet, January 2016
- Storage of cleaning products
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- Figure 48: Attitudes towards storage of toilet cleaning products, January 2016
- Influence of advertising
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- Figure 49: Influence of advertising for toilet care on product purchase, January 2016
Fragrance Preferences
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- Most consumers prefer traditional scents
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- Figure 50: Fragrance preferences for toilet cleaning/freshening products, any rank, January 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Fan chart forecast
Appendix – The Market
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- Figure 51: UK retail value sales of toilet cleaning and care products, at current and constant prices, 2010-20
- Figure 52: UK retail value sales of household bleaches, at current and constant prices, 2010-20
- Figure 53: UK retail value sales of disinfectants, at current and constant prices, 2010-20
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