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
- Decline expected to continue
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- Figure 1: Best- and worst-case forecast of UK retail value sales of toilet and hard surface care products, 2012-22
- Companies and brands
- Zoflora disinfectant benefits from new scents
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- Figure 2: Retail value sales of disinfectants, % share by brand, year ending November 2017
- Domestos loses market share in bleaches
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- Figure 3: Retail value sales of bleaches, % share by brand, year ending November 2017
- Toilet cleaning brand Duck strengthens market lead
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- Figure 4: Retail value sales of toilet cleaning and care products, % share by brand, year ending November 2017
- Method and own-label gain in multipurpose hard surface cleaning…
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- Figure 5: Retail value sales of multipurpose hard surface cleaning products, % share by brand, year ending November 2017
- …and in bath and shower cleaners
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- Figure 6: Retail value sales of bath and shower cleaning products, % share by brand, year ending November 2017
- The consumer
- Women more responsible for cleaning and purchasing
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- Figure 7: Responsibility of toilet and hard surface cleaning, by gender, December 2017
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- Figure 8: Responsibility of purchasing toilet and hard surface cleaning products, by gender, December 2017
- Kitchen surfaces most frequently cleaned
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- Figure 9: Frequency of cleaning areas of the home, December 2017
- Bleach most popular in toilet care
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- Figure 10: Usage of toilet cleaning products, December 2017
- Sprays lead in hard surface cleaning
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- Figure 11: Usage of types of hard surface cleaning products, December 2017
- Multipurpose cleaners dominate
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- Figure 12: Usage of hard surface cleaning formulas, December 2017
- Environmental and health concerns are high
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- Figure 13: Behaviours around toilet and hard surface cleaning products, December 2017
- Expensive to buy multiple products
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- Figure 14: Attitudes towards toilet and hard surface cleaning and care, December 2017
- What we think
Issues and Insights
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- The rise of eco-cleaning
- The facts
- The implications
The Market – What You Need to Know
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- Market continues to decline
- Antibacterial multipurpose cleaners continue to grow in value
- Toilet care benefits from interest in dedicated products
- Ageing population is good news…
- …but decline in household size a challenge
- Supermarket price wars continue
- Eco-friendly trend
Market Size and Forecast
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- Market continues to decline
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- Figure 15: UK retail value sales of toilet and hard surface care products, at current and constant prices, 2012-22
- Decline expected to continue
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- Figure 16: Best- and worst-case forecast of UK retail value sales of toilet and hard surface care products, 2012-22
- Forecast methodology
Market Segmentation
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- Antibacterial multipurpose cleaners continue to grow in value
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- Figure 17: UK retail value sales of toilet and hard surface care products, 2016-17
- Toilet care benefits from value growth of rim blocks
Channels to Market
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- Supermarkets dominate
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- Figure 18: UK retail value sales of toilet care products, bleaches, disinfectants, and hard surface cleaners*, by outlet type, 2016-17
Market Drivers
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- Ageing population is good news for cleaning brands…
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- Figure 19: Trends in the age structure of the UK population, 2012-22
- …but decline in household size is a challenge
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- Figure 20: UK households, by size, 2012-22
- Consumer financial confidence may dent sales
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- Figure 21: Trends in current financial situation compared a year ago, 2015-17
- Supermarket price wars continue
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- Figure 22: Type of store where the most money is spent in a typical month, September 2016 and September 2017
- Eco-friendly trend
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- Figure 23: Tesco Eco Active Toilet Cleaner, February 2018
- No time for cleaning
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- Figure 24: Employment trends, by gender, 2012-22
Companies and Brands – What You Need to Know
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- Zoflora disinfectant benefits from new scents
- Domestos loses market share in bleaches
- Method and own-label brands gain in multipurpose and bath and shower
- Toilet care NPD not driven by true innovation
- Major players dominate NPD in toilet care
- Hard surface care sees an eco-boost
- Unilever increases adspend share
- Dettol the most trusted brand
- Zoflora less known but rates highly on experience
Market Share
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- Toilet cleaning and care
- Zoflora disinfectant benefits from new scents
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- Figure 25: Retail value sales of disinfectants, by brand, years ending November, 2016 and 2017
- Domestos loses market share in bleaches
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- Figure 26: Retail value sales of bleaches, by brand, years ending November, 2016 and 2017
- Toilet cleaning brand Duck strengthens market lead
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- Figure 27: Retail value sales of toilet cleaning and care products, by brand, years ending November, 2016 and 2017
- Figure 28: Ecover’s mission statement on ocean plastic, March 2018
- Hard surface care
- Method and own-label gain in multipurpose hard surface cleaning…
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- Figure 29: Retail value sales of multipurpose hard surface cleaning products, by brand, years ending November, 2016 and 2017
- …and in bath and shower cleaners
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- Figure 30: Retail value sales of bath and shower cleaning products, by brand, years ending November, 2016 and 2017
Launch Activity and Innovation
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- Toilet cleaning and care
- Toilet care NPD rises…
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- Figure 31: New product development in the UK toilet care market, by product segment, 2014-17
- Figure 32: Examples of toilet bowl cleaner and toilet bowl freshener NPD in the toilet care and cleaning products market, 2017
- …but is not driven by true innovation
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- Figure 33: New product development in the UK toilet care market*, by launch type, 2014-17
- Figure 34: Domestos relaunch, July 2017
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- Figure 35: Winter edition own-label bleaches, December 2017
- Figure 36: Zoflora promotion at Poundworld, February 2018
- Major players dominate launch activity
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- Figure 37: New product development in the UK toilet care market*, by top 9 ultimate companies and other, 2017
- Brands increase share of toilet care NPD
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- Figure 38: New product development in the UK toilet care market*, branded vs own-label, 2014-17
- Figure 39: Examples of own-label toilet care NPD, 2017
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- Figure 40: Examples of new varieties/range extensions under the Bloo and Harpic brands in the toilet care and cleaning products market, 2017
- Eco-friendly products on the rise
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- Figure 41: Top 10 claims in the UK toilet care market* (based on leading claims for 2017), 2016 and 2017
- Hard surface care
- Hard surface care launch activity back in growth
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- Figure 42: New product development in the UK hard surface care market, by product segment, 2014-17
- Figure 43: Examples of NPD in the hard surface care market, 2017
- True innovation continues to decline
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- Figure 44: New product development in the UK hard surface care market, by launch type, 2014-17
- Figure 45: Examples of new packaging in the hard surface cleaning products market, 2017
- A more fragmented market
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- Figure 46: New product development in the UK hard surface care market, by ultimate company, 2017
- Branded vs own-label share of launches stays consistent
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- Figure 47: New product development in the UK hard surface care market, branded vs own-label, 2014-17
- Figure 48: Examples of own-label hard surface care NPD, 2017
- Category sees an eco-boost
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- Figure 49: Top 10 claims in the UK hard surface care market (based on leading claims for 2017), 2016 and 2017
Advertising and Marketing Activity
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- Toilet cleaning and care
- Advertising spend on toilet care continues to rise
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- Figure 50: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning and care products, by segment, 2014-17
- Unilever increases adspend share
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- Figure 51: Recorded above-the-line, online display and direct mail total advertising expenditure on toilet cleaning and care products*, by leading companies (based on 2017), 2014-17
- TV dominates adspend
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- Figure 52: Recorded above-the-line, online display and direct mail total advertising expenditure on toilet cleaning and care products*, by media type, 2014-17
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- Figure 53: #EscapeWithZoflora, 2017
- Hard surface care
- Advertising spend slips further into decline
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- Figure 54: Total above-the line, online display and direct mail advertising expenditure on hard surface care products, by segment, 2014-17
- Procter & Gamble takes adspend lead for hard surface care
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- Figure 55: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface care products, by leading companies (based on 2017), 2014-17
- Digital adspend declines
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- Figure 56: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface care products, by media type, 2014-17
- Figure 57: Dettol ‘Protect Like a Mother’ campaign, 2017
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 58: Attitudes towards and usage of selected brands, December 2017
- Key brand metrics
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- Figure 59: Key metrics for selected brands, December 2017
- Brand attitudes: Domestos most trusted
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- Figure 60: Attitudes, by brand, December 2017
- Brand personality: Bloo and Flash seen as accessible
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- Figure 61: Brand personality – Macro image, December 2017
- Flash seen as efficient
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- Figure 62: Brand personality – Micro image, December 2017
- Brand analysis
- Dettol the most trusted brand
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- Figure 63: User profile of Dettol, December 2017
- Domestos seen as expert
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- Figure 64: User profile of Domestos, December 2017
- Flash seen as good value
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- Figure 65: User profile of Flash, December 2017
- Mr Muscle seen as more fun than other brands
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- Figure 66: User profile of Mr Muscle, December 2017
- Zoflora less known but rates highly on experience
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- Figure 67: User profile of Zoflora, December 2017
- Duck well-used but rates low on experience
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- Figure 68: User profile of Duck, December 2017
- Bloo struggles to communicate brand values
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- Figure 69: User profile of Bloo, December 2017
- Ecover used by higher-income groups
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- Figure 70: User profile of Ecover, December 2017
The Consumer – What You Need to Know
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- Women more responsible for cleaning, purchasing
- Kitchen surfaces most frequently cleaned
- Older people clean more
- Bleach most popular in toilet care
- Sprays lead in hard surface cleaning
- Expensive to buy multiple products
- Environmental and health concerns are high
- Ethical cleaning without losing cleaning performance
Cleaning and Buying Responsibility
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- Women more responsible for cleaning…
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- Figure 71: Responsibility of toilet and hard surface cleaning, by gender, December 2017
- …as well as buying
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- Figure 72: Responsibility of purchasing toilet and hard surface cleaning products, by gender, December 2017
Cleaning Frequency
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- Kitchen surfaces most frequently cleaned
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- Figure 73: Frequency of cleaning areas of the home, December 2017
- Older people clean more
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- Figure 74: Everyday cleaning of bathroom and kitchen surfaces, by age, December 2017
Usage of Toilet Care and Cleaning Products
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- Bleach most popular in toilet care
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- Figure 75: Usage of toilet cleaning products, December 2017
- Multipurpose cleaners used by just 29%
- ‘Need for speed’ detrimental for disinfectants
Usage of Hard Surface Cleaning Products
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- Sprays lead in hard surface cleaning
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- Figure 76: Usage of types of hard surface cleaning products, December 2017
- Multipurpose cleaners dominate
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- Figure 77: Usage of hard surface cleaning formulas, December 2017
- Steam cleaning gains popularity
Behaviours around Toilet and Hard Surface Cleaners
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- Environmental and health concerns are high
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- Figure 78: Behaviours around toilet and hard surface cleaning products, December 2017
- Powered products could pose a greater threat
- Non-scent as a driver
Attitudes towards Hard Surface Cleaning and Care
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- Expensive to buy multiple products
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- Figure 79: Attitudes towards toilet and hard surface cleaning and care, December 2017
- Increased device usage means more cleaning
- Ethical cleaning without losing cleaning performance
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 80: Best- and worst-case forecast of UK retail value sales of toilet cleaning and care products, 2012-22
- Figure 81: Best- and worst-case forecast of UK retail value sales of hard surface cleaning and care products, 2012-22
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