Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Excluded
Executive Summary
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- The market
- Market expected to remain stagnant
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- Figure 1: Best- and worst-case forecast for UK value sales of toilet cleaning and care products, bleaches and disinfectants, 2011-21
- Companies and brands
- Domestos increases share of bleaches
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- Figure 2: Brand value shares for bleaches, year ending January 2017
- Dettol activity boosts growth in disinfectants
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- Figure 3: Brand value shares for disinfectants, year ending January 2017
- Duck and Bloo biggest growers in toilet cleaning segment
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- Figure 4: Brand value shares for toilet cleaning and care products, year ending January 2017
- NPD slows across the category
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- Figure 5: New product development in the toilet cleaning, bleaches and disinfectants category, by sub-category, 2013-16
- The consumer
- Men take more responsibility
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- Figure 6: Responsibility for cleaning the toilet, and responsibility for buying toilet cleaning products, January 2016 and January 2017
- More people using disinfectants regularly
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- Figure 7: Frequency of using toilet cleaning products in the last six months, January 2017
- Seat and lid cleaned most frequently
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- Figure 8: Frequency of toilet cleaning routine, January 2017
- Convenience and product range important to shoppers
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- Figure 9: Place of purchase for toilet cleaning products* (NET), January 2017
- Key to show functional aspects in advertising
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- Figure 10: Interest in advertisements for toilet cleaning products, January 2017
- Desire for long-lasting and antibacterial formulations
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- Figure 11: Importance of features in toilet cleaning products, January 2017
- Multiple benefits in one likely to resonate
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- Figure 12: Attitudes towards toilet cleaning products, January 2017
- What we think
Issues and Insights
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- The rejuvenation of disinfectants
- The facts
- The implications
- Boosting innovation in toilet cleaning, bleaches and disinfectants
- The facts
- The implications
The Market – What You Need to Know
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- Overall market to remain stagnant
- Disinfectants the biggest winner
- Supermarkets main destination for shoppers
- Population and household increases may have drawbacks
Market Size and Forecast
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- Value sales continue to decline
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- Figure 13: UK retail value sales of toilet cleaning and care products, bleaches and disinfectants, at current and constant prices, 2011-21
- Market expected to remain stagnant
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- Figure 14: Best- and worst-case forecast for UK value sales of toilet cleaning and care products, bleaches and disinfectants, 2011-21
- Forecast methodology
Market Segmentation
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- Disinfectants see some rejuvenation
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- Figure 15: UK retail value sales of toilet cleaning and care products, bleaches and disinfectants, by segment, 2015 and 2016
- Household bleaches sector has particularly declined
- Duck and Bloo keep toilet cleaners stable
Channels to Market
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- Supermarkets main destination for shoppers
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- Figure 16: UK retail value sales of toilet cleaning and care products, bleaches and disinfectants, by outlet type, 2015 and 2016
- Independents and symbol groups see share of sales drop
- Online set for boost
Market Drivers
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- Majority have more than one toilet in the home
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- Figure 17: Number of bathrooms/toilets in the home, May 2016
- Household size decreasing has an effect
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- Figure 18: UK households, by size, 2011-21
- Fall in home ownership limits addition of toilets
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- Figure 19: Dwelling stock, by tenure, UK, 1980-2014
- A place to store products may influence purchasing
- Population may change product needs
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- Figure 20: Trends in the age structure of the UK population, 2011-21
- Cleaning toilet is one of least enjoyed cleaning tasks
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- Figure 21: Least enjoyed cleaning tasks in and around the home, May 2016
- A continuing move towards multipurpose
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- Figure 22: Multipurpose cleaners vs specialised cleaners, May 2016
- Improving financial situation may release purse strings
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- Figure 23: Trends in current financial situation compared a year ago, July 2011-February 2017
Companies and Brands – What You Need to Know
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- Advertising leads to boost in sales for Duck and Bloo
- Dettol and Domestos remain market leaders
- NPD slows across the category
- Adspend increases during 2016
Market Share
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- Duck and Bloo biggest growers in toilet cleaning segment
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- Figure 24: Brand value shares for toilet cleaning and care products, years ending January 2016 and 2017
- Domestos increases share of bleaches
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- Figure 25: Brand value shares for bleaches, years ending January 2016 and 2017
- Dettol activity boosts growth in disinfectants
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- Figure 26: Brand value shares for disinfectants, years ending January, 2016 and 2017
Launch Activity and Innovation
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- NPD slows across the category
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- Figure 27: New product development in the toilet cleaning, bleaches and disinfectants category, by sub-category, 2013-16
- New products create value sales growth
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- Figure 28: New product development in the toilet cleaning, bleaches and disinfectants category, by launch type, 2013-16
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- Figure 29: Examples of new products in the toilet cleaning category, 2016
- Proportion of branded launches increases
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- Figure 30: New product development in the toilet cleaning, bleaches and disinfectants category, own-label vs branded, 2013-16
- Figure 31: Examples of own-label launches in the toilet cleaning category, 2016
- Jeyes and RB most active
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- Figure 32: New product development in the toilet cleaning, bleaches and disinfectants category, top ultimate companies and other, 2016
- Launches carry antibacterial claims
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- Figure 33: Leading claims in the toilet cleaning, bleaches and disinfectants category, based on 2016, 2015 and 2016
- A rise in animal-friendly products
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- Figure 34: Examples of launches displaying the Cruelty Free International Leaping Bunny logo, 2016
- Citrus fragrances remain dominant
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- Figure 35: Leading fragrances of new launches in the toilet cleaning, bleaches and disinfectants category, based on 2016, 2015 and 2016
Advertising and Marketing Activity
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- Adspend increases during 2016
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- Figure 36: Total above-the-line, online display and direct mail advertising expenditure on toilet cleaners, bleaches and disinfectants, 2013-16
- Majority of spend on cleaners/fresheners
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- Figure 37: Total above-the-line, online display and direct mail advertising expenditure on toilet cleaners, bleaches and disinfectants, by sub-category, 2014-16
- Figure 38: Jeyes Bloo Foam Aroma advert, 2016
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- Figure 39: SC Johnson Duck ‘Total Toilet Protection’ advert, 2016
- Reckitt Benckiser supports Dettol Disinfectant Spray launch
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- Figure 40: Total above-the-line, online display and direct mail advertising expenditure on toilet cleaners, bleaches and disinfectants, by main advertisers in 2016, 2014-16
- TV remains dominant
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- Figure 41: Total above-the-line, online display and direct mail advertising expenditure on toilet cleaners, bleaches and disinfectants, by media type, 2014-16
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Men take more responsibility
- Disinfectant usage frequency increases
- Germs and convenience influence toilet cleaning routine
- Convenience and product range important to shoppers
- Key to show functional aspects in advertising
- Desire for long-lasting formulations
- Multiple benefits in one likely to resonate
Cleaning and Buying Responsibility
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- Men take more responsibility for cleaning
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- Figure 42: Responsibility for cleaning the toilet(s), and responsibility for buying toilet cleaning products, January 2016 and January 2017
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- Figure 43: Any responsibility for cleaning the toilet(s), and any responsibility for buying toilet cleaning products, by gender, January 2016 and January 2017
Product Usage
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- Positive bleach perceptions mean it is most commonly used
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- Figure 44: Frequency of using toilet cleaning products in the last six months, January 2017
- Disinfectant usage frequency inches upwards
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- Figure 45: Any usage of toilet cleaning products in the last six months, January 2016 and January 2017
- Penetration of wipes marginally increases
- Natural cleaning products are a threat
Toilet Cleaning Routine
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- Seat and lid cleaned most frequently
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- Figure 46: Frequency of toilet cleaning routine, January 2017
- Emphasising convenience likely to pay off
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- Figure 47: Examples of products with innovative nozzles, 2015-16
- Cleaning handle represents potential area of development
Shopping Locations for Toilet Cleaning Products
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- Convenience and product range important to shoppers
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- Figure 48: Place of purchase for any toilet cleaning product, January 2017
- Change of supermarket strategy away from promotional activity
- Online has potential to grow
Interest in Advertisements
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- Key to show functional aspects
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- Figure 49: Interest in advertisements for toilet cleaning products, January 2017
- Environmental advertising could be influential
- Time is of the essence
Importance of Product Features
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- Desire for long-lasting formulations
- Fear of germs fuels antibacterial dependence
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- Figure 50: Importance of features in toilet cleaning products, January 2017
- Multipurpose of less importance
- Natural a nice to have, but little more
Attitudes towards Toilet Cleaning Products
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- Multiple benefits in one likely to resonate
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- Figure 51: Attitudes towards toilet cleaning products, January 2017
- Killing germs is sometimes difficult to judge
- Nearly a quarter use social media to get tips
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- Figure 52: Nifty’s DIY toilet cleaning pods, July 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
Appendix – The Market
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- Figure 53: UK retail value sales of toilet cleaning and care products, at current and constant prices, 2011-21
- Figure 54: UK retail value sales of bleaches and disinfectants, at current and constant prices, 2011-21
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- Figure 55: UK retail value sales of disinfectants, at current and constant prices, 2011-21
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