Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Value sales increase slightly for first time in five years
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- Figure 1: Best- and worst-case forecast of UK value sales of household cleaning equipment*, 2012-22
- Companies and brands
- Brands with marketing presence see sales uplift
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- Figure 2: Brand shares in value sales of household cleaning equipment, year ending October 2017
- Total launches increase on 2016, but brand new products fall
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- Figure 3: Launches of household cleaning equipment, by launch type, 2014-17
- Adspend increases in 2017
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- Figure 4: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, 2014-17
- The consumer
- The kitchen drives usage of cleaning products
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- Figure 5: Any usage of household cleaning products in the home, by gender, November 2017
- Frequent replacement of cleaning products
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- Figure 6: Types of retailer used for purchasing household cleaning products, November 2017
- Vacuums almost universal
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- Figure 7: Usage of floor cleaning equipment, November 2017
- Delivery and range benefit online-only retailers
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- Figure 8: Types of retailer used for purchasing floor cleaning equipment, November 2017
- Opportunity to promote chemical-free products
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- Figure 9: Attitudes towards cleaning the house, November 2017
- Kitchen roll is a major issue for cleaning equipment brands
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- Figure 10: Household cleaning behaviours, November 2017
- What we think
Issues and Insights
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- Robotics can be the future
- The facts
- The implications
- Water-only products to grow in prominence
- The facts
- The implications
- The impact of natural cleaning products
- The facts
- The implications
The Market – What You Need to Know
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- Value sales increase slightly for first time in five years
- Value sales of scouring and floor cleaning products have increased
- Majority of sales through grocery multiples
- Amazon Prime proving attractive to parents
- The kitchen receives most frequent cleaning attention
- Population and household growth will boost opportunities
Market Size and Forecast
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- Value sales increase slightly for first time in five years
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- Figure 11: UK retail value sales for household cleaning equipment*, at current and constant prices, 2012-22
- Slow growth expected to continue
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- Figure 12: Best- and worst-case forecast of UK value sales of household cleaning equipment*, 2012-22
- Forecast methodology
Market Segmentation
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- Scouring products experience increase in value sales
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- Figure 13: UK retail value sales of household cleaning equipment*, by segment, 2015-17
- Value-added products can help boost spend
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- Figure 14: Examples of scouring products with non-scratch claims, 2016-17
- Adspend boosts floor cleaning value sales
- Functionality and versatility of kitchen roll dents cloths and sponges segment
- Enticing consumers back to reusable cloths and sponges
- Gloves segment takes a tumble
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- Figure 15: Leading claims on hand dishwashing product launches, by top claims for 2017, 2016-17
- Growth in eco-friendly detergents will continue to affect glove sales
- Dusters and dusting sticks
Channels to Market
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- Majority of sales through grocery multiples
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- Figure 16: Retail value sales of household cleaning equipment, by outlet type, 2015-17
- Discount/pound stores growing in influence
- Amazon Prime proving attractive to parents
Market Drivers
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- The kitchen receives most frequent attention
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- Figure 17: Frequency of cleaning tasks, August 2017
- Parents likely to clean the house for longer
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- Figure 18: Time spent personally cleaning the home in a typical week, by parents of under-18s and other, August 2017
- Older generations drive growing population
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- Figure 19: Trends in the age structure of the UK population, 2012-22
- Potential to tailor launches to the aging population
- Desire to rid homes of germs presents opportunity
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- Figure 20: Attitudes towards germs, August 2017
- Changing attitudes towards germs may shift cleaning habits
- Households becoming smaller
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- Figure 21: UK households, by size, 2012-22
- Financial sentiment impacts on shopping for household equipment
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- Figure 22: Trends in consumer sentiment for the coming year, January 2009-December 2017
- Concerns over chemicals driving natural product usage
- Cleaning as a wellness trend
Companies and Brands – What You Need to Know
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- Brands with marketing presence see sales uplift
- Market leader Spontex declines as own-label rises
- Total launches increase on 2016
- Adspend increases in 2017
Market Share
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- Vileda sees value sales increase
- Market leader Spontex declines as own-label rises
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- Figure 23: Brand shares in value sales of household cleaning equipment, years ending October, 2016 and 2017
Launch Activity and Innovation
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- Total launches increase on 2016
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- Figure 24: Launches of household cleaning equipment, by launch type, 2014-17
- Proportion of new products declines
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- Figure 25: Examples of new products launches in the household cleaning equipment category, 2017
- Brands revamp lines with new names and improved products
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- Figure 26: Examples of relaunches in the household cleaning equipment category, 2017
- Convenience claims grow
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- Figure 27: Leading claims on household cleaning product launches, by top claims for 2017, 2016-17
- Microfibre cloths stress chemical-free cleaning
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- Figure 28: Examples of household cleaning equipment launches with ease of use claims, 2017
- Consumer concerns about germs drives antibacterial boost
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- Figure 29: Examples of household cleaning equipment launches with antibacterial claims, 2017
- Ethical claims rise, economy and refills fall
- Brands drive NPD but sales do not follow
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- Figure 30: Launches of household cleaning equipment, by own-label vs branded, 2014-17
- Figure 31: Examples of own-label household cleaning equipment launches, 2017
- Newell Brands and Freudenberg most active companies
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- Figure 32: Launches of household cleaning equipment, % share by ultimate parent company (top seven and others), 2017
- Floor cleaning launches encourage spend in the segment
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- Figure 33: Vileda SuperMocio 3 Action XL Mop, March 2017
- More accessible robotics
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- Figure 34: The Vileda VR101 robot vacuum cleaner, July 2017
Advertising and Marketing Activity
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- Adspend increases in 2017
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- Figure 35: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, 2014-17
- Few companies advertise through traditional media
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- Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on household cleaning equipment*, by top advertisers for 2017, 2015-17
- Half of recorded spend on Kärcher Window Vac
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- Figure 37: Karcher Windows Vac advert, October 2017
- Figure 38: Share of highest recorded adspend for individual products in household cleaning equipment*, 2017
- TV dominates adspend on cleaning equipment
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- Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on household cleaning equipment*, by media type, 2014-17
- Brands use on-pack promotions in lieu of above-the-line marketing
- Brands go social
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- Figure 40: Dishmatic Pink Dishfriend naming competition, October 2017
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- Figure 41: Minky prize draw competition, August 2017
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- The kitchen drives usage of cleaning products
- Replacement of cleaning products high
- Vacuums almost universal
- Delivery and range benefit online-only retailers
- Opportunity to promote chemical-free products
- Kitchen roll is a major issue for cleaning equipment brands
Usage of Cleaning Products
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- Dishwashing drives consumer use of cleaning products
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- Figure 42: Any usage of household cleaning products in the home, by gender, November 2017
- The kitchen drives usage
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- Figure 43: Usage of household cleaning products in different rooms of the house, November 2017
- Versatility of microfibre is evident
- Magic erasers have limited penetration
Retailers Used to Buy Cleaning Products
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- Replacement of cleaning products high
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- Figure 44: Types of retailer used for purchasing household cleaning products, November 2017
- Parents seek out different stores
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- Figure 45: Types of retailer used for purchasing household cleaning products, by parent status, November 2017
- Discount stores for the financially pressured
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- Figure 46: Usage of discounters for purchasing household cleaning products, by financial situation, November 2017
Usage of Floor Cleaning Equipment
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- Vacuums almost universal
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- Figure 47: Usage of vacuum cleaners, November 2017
- Cordless more popular among higher earners
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- Figure 48: Usage of cordless vacuum cleaners, by annual household income, November 2017
- Use of robotics limited
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- Figure 49: Usage of mops, November 2017
- Mops less common than vacuums
- Steam cleaners challenge traditional mops
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- Figure 50: Usage of other floor cleaning equipment, November 2017
Retailers Used to Buy Floor Cleaning Equipment
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- Delivery and range benefit online-only retailers
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- Figure 51: Types of retailer used for purchasing floor cleaning equipment, November 2017
- Parents more likely to have bought
Attitudes towards Household Cleaning
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- Opportunity to promote chemical-free products
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- Figure 52: Attitudes towards cleaning the house, November 2017
- Concerns over germs drives opportunity
- Younger groups looking for ways to cut down on effort
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- Figure 53: Attitudes towards cleaning the house – Agree responses only, by age, November 2017
Household Cleaning Behaviours
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- Kitchen roll is a major threat for cleaning equipment brands
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- Figure 54: Household cleaning behaviours, November 2017
- How can brands replicate the convenience of kitchen roll?
- A lack of experience drives younger behaviour
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- Figure 55: Household cleaning behaviours – Yes responses only, by age, November 2017
- Urban landscapes likely to influence future purchase
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- Figure 56: Household storage struggles – Yes responses, by location, November 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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