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
- Fifth year of declining market size
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- Figure 1: Best- and worst-case forecast of UK retail value sales of toilet and hard surface care products, 2013-23
- Companies and brands
- Zoflora on the charge in disinfectants
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- Figure 2: Retail value sales of disinfectants, % share by brand, year ending January 2019
- Own-label takes leadership from Domestos
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- Figure 3: Retail value sales of bleaches, % share by brand, year ending January 2019
- Ecover bucks declining trend
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- Figure 4: Retail value sales of toilet cleaning and care products, % share by brand, year ending January 2019
- Multipurpose cleaners see eco-driven rise
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- Figure 5: Retail value sales of multipurpose hard surface cleaning products, % share by brand, year ending January 2019
- Method the big winner in bath & shower
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- Figure 6: Retail value sales of bath and shower cleaning products, % share by brand, year ending January 2019
- The consumer
- Traditional gender roles remain
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- Figure 7: Cleaning responsibility, by gender, April 2019
- Women also more likely to control purchases
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- Figure 8: Buying responsibility, by gender, April 2019
- Bleach remains most popular
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- Figure 9: Usage of toilet care and cleaning products, December 2017 vs April 2019
- Hard surface cleaners embrace multipurpose
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- Figure 10: Usage of types of hard surface cleaning products, December 2017 vs April 2019
- Younger consumers seek convenience in formats
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- Figure 11: Usage of types of hard surface cleaning products, December 2017 vs April 2019
- Consumer confidence in multipurpose damages specialists
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- Figure 12: Use of cleaning products by surface type, April 2019
- Reduced, recycled packaging is becoming a condition of purchase
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- Figure 13: Environmental behaviours around cleaning products, April 2019
- Consumers seek multipurpose for convenience
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- Figure 14: Attitudes towards toilet and hard surface care, April 2019
- What we think
Issues and Insights
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- Sustainable packaging on the rise as consumers look to reuse and refill
- The facts
- The implications
- Differentiating eco-friendly brands from eco-friendly products
- The facts
- The implications
The Market – What You Need to Know
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- Fifth year of declining market size
- Toilet care leading the decline
- Discounters the bright spot
- One-person households disengaged with cleaning
- Differentiation can mitigate impact of discounting
- Cleaning influencers prove their value
Market Size and Forecast
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- Fifth year of declining market size
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- Figure 15: UK retail value sales of toilet and hard surface care products, at current and constant prices, 2013-23
- Market appears to be approaching bottom
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- Figure 16: Best- and worst-case forecast of UK retail value sales of toilet and hard surface care products, 2013-23
- Forecast methodology
Market Segmentation
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- Toilet care leading the decline
- Bleach category stable
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- Figure 17: UK retail value sales of toilet and hard surface care products, 2017-18
- Zoflora drives disinfectant growth
- Hard surface care category remains flat
Channels to Market
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- Discounters the bright spot
- Direct-to-consumer models offer potential for online sales
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- Figure 18: UK retail value sales of toilet care products, bleaches, disinfectants, and hard surface cleaners*, by outlet type, 2017-18
Market Drivers
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- Cleaning technology opportunities for an ageing population
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- Figure 19: Trends in the age structure of the UK population, 2013-23
- One-person households disengaged with cleaning
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- Figure 20: UK households, by size, 2013-23
- Online retail and sustainability could drive market more in the future
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- Figure 21: Loop reusable shopping service, 2019
- Differentiation could mitigate impact of discounting
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- Figure 22: Type of store where the most money is spent in a typical month, September 2016, September 2017 and August 2018
- Cleaning influencers prove their value
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- Figure 23: Mrs Hinch, the cleaning influencer, 2019
Companies and Brands – What You Need to Know
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- Zoflora on the charge in disinfectants
- Multipurpose cleaners see eco-driven rise
- Toilet cleaners expand scent ranges
- Scent also a key driver in hard surface NPD
- Major cuts in adspend by key players
- Method the cult favourite
Market Share
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- Toilet cleaning and care
- Zoflora on the charge in disinfectants
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- Figure 24: Retail value sales of disinfectants, by brand, years ending January, 2017-19
- Own-label takes leadership from Domestos
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- Figure 25: Retail value sales of bleaches, by brand, years ending January, 2017-19
- Ecover bucks declining trend
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- Figure 26: Retail value sales of toilet cleaning and care products, years ending January, 2017-19
- Hard surface care
- Multipurpose cleaners see eco-driven rise
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- Figure 27: Retail value sales of multipurpose hard surface cleaning products, by brand, years ending January, 2017-19
- Method the big winner in bath & shower
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- Figure 28: Retail value sales of bath and shower cleaning products, by brand, years ending January, 2017-19
Launch Activity and Innovation – Toilet Care
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- NPD reaches lowest level in three years
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- Figure 29: New product development in the UK toilet care market, by product segment, January 2016-March 2019
- Toilet cleaners expand scent ranges
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- Figure 30: Examples of toilet bowl cleaner launches, 2018
- Figure 31: Zoflora range, 2019
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- Figure 32: New product launch examples of toilet bowl cleaners, 2018
- Relaunches represent a greater share of NPD
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- Figure 33: New product development in the UK toilet care market*, by launch type, January 2016-March 2019
- Fragmented segment sees broad spread of NPD
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- Figure 34: New product development in the UK toilet care market*, by top 10 ultimate companies and other, 2018
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- Figure 35: Examples of toilet care product launches from top 4 ultimate companies, 2018
- Eco trend reaches own-label brands
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- Figure 36: New product development in the UK toilet care market*, branded vs own-label, January 2016-March 2019
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- Figure 37: Examples of own-label toilet care product launches, 2018
- Ethical claims on the rise
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- Figure 38: Top 10 claims in the UK toilet care market* (based on leading claims for 2018), 2017 and 2018
- Figure 39: Examples of toilet care product carrying ethical claims, 2018
- DS3 offers a window into low-water future
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- Figure 40: DS3 toilet cleaner ‘swatch’, 2019
Launch Activity and Innovation – Hard Surface Care
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- Overall NPD falls
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- Figure 41: New product development in the UK hard surface care market, by product segment, January 2016-March 2019
- NPD by manufacturer spread evenly
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- Figure 42: New product development in the UK hard surface care market, by ultimate company, 2018
- P&G targets premium pricing with Flash Ultra Power
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- Figure 43: Examples of hard surface care product launches from top 4 ultimate companies, 2018
- Branded vs own-label remains stable
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- Figure 44: New product development in the UK hard surface care market, branded vs own-label, January 2016-March 2019
- Figure 45: Examples of own-label hard surface care product, relaunch and new variety extensions, 2018
- Ethical claims rise
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- Figure 46: Top 10 claims in the UK hard surface care market (based on leading claims for 2018), 2017 and 2018
- Figure 47: Examples of product launches with toxins-free claim, 2018
- Scent a key driver in hard surface NPD
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- Figure 48: New product development in the UK hard surface care market, by launch type, January 2016-March 2019
- Figure 49: Examples of hard surface care new variety launches, 2018
- Eco-friendly challenger brands entering the market
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- Figure 50: Examples of eco-friendly new product launches, 2018
- Figure 51: Alkimi launch, July 2018
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- Figure 52: Love Home & Planet multipurpose cleaner range, 2019
- Figure 53: Yope multipurpose cleaner varieties, 2019
- Differentiation may offer growth opportunities
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- Figure 54: The Laundress cleaning products, 2019
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- Figure 55: Society product range, 2019
Advertising and Marketing Activity
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- Toilet cleaning and care
- Overall adspend falls
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- Figure 56: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning and care products, by segment, January 2016-March 2019
- Major cuts in adspend by key players
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- Figure 57: Recorded above-the-line, online display and direct mail total advertising expenditure on toilet cleaning and care products*, by leading companies (based on 2018), January 2016-March 2019
- Toilet care brands lean into CSR
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- Figure 58: Harpic’s More than a toilet campaign, October 2018
- Figure 59: Domestos supports UNICEF, October 2018
- Hard surface care
- Adspend holding steadier than toilet care
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- Figure 60: Total above-the line, online display and direct mail advertising expenditure on hard surface care products, by segment, January 2016-March 2019
- Reckitt Benckiser increases adspend
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- Figure 61: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface care products, by leading companies (based on 2018), January 2016-March 2019
- Figure 62: Dettol TV advert, 2018
- Social media playing a role in advertising for cleaning brands
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- Figure 63: Method’s #LookGoodDoBetter campaign, 2018
- Figure 64: Zoflora seeking bloggers, January 2019
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 65: Attitudes towards and usage of selected brands, January 2019
- Key brand metrics
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- Figure 66: Key metrics for selected brands, January 2019
- Harpic and Cif both seen as trusted brands
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- Figure 67: Attitudes, by brand, January 2019
- Method recognised for ethical credentials
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- Figure 68: Brand personality – macro image, January 2019
- Cillit Bang seen as high-performance
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- Figure 69: Brand personality – micro image, January 2019
- Brand analysis
- Harpic is well known but lacks differentiation
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- Figure 70: User profile of Harpic, January 2019
- Cif is a market leader
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- Figure 71: User profile of Cif, January 2019
- Cillit Bang is the most differentiated
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- Figure 72: User profile of Cillit Bang, January 2019
- Method is a cult favourite
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- Figure 73: User profile of Method, January 2019
- Stardrops – helped by Mrs Hinch
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- Figure 74: User profile of Stardrops, January 2019
The Consumer – What You Need to Know
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- Traditional gender roles remain
- Bleach remains most popular product for cleaning the toilet
- Hard surface cleaners embrace multipurpose
- Consumer confidence in multipurpose damages specialists
- Reduced, recycled packaging is becoming a condition of purchase
- Consumers seek multipurpose for convenience
Cleaning and Buying Responsibility
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- Traditional gender roles remain
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- Figure 75: Cleaning responsibility, by gender, April 2019
- Women also more likely to control purchases
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- Figure 76: Buying responsibility, by gender, April 2019
Usage of Toilet Care and Cleaning Products
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- Bleach remains most popular
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- Figure 77: Usage of toilet care and cleaning products, December 2017 vs April 2019
Usage of Hard Surface Cleaning Products
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- Hard surface cleaners embrace multipurpose
- Proportion of disinfectant users stays flat despite value sales increase
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- Figure 78: Usage of hard surface cleaning products, December 2017 vs April 2019
- Younger consumers seek extra convenience
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- Figure 79: Usage of hard surface cleaning product formats, December 2017 vs April 2019
Most Suitable Cleaner for Different Surface Types
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- Consumer confidence in multipurpose damages specialists
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- Figure 80: Most suitable cleaner for different surface types, April 2019
Environmental Behaviours around Cleaning Products
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- Reduced, recycled packaging is becoming a condition of purchase
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- Figure 81: Environmental behaviours around cleaning products, April 2019
- Opportunity for refills
- Popularity of eco-labels means eco brands must show their beliefs
- Kitchen cupboard cleaning may pose a threat
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- Figure 82: Instagram post recommending bicarbonate of soda and white wine vinegar for cleaning the oven, April 2019
- Probiotics offer opportunity
Attitudes towards Toilet and Hard Surface Care
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- Consumers seek multipurpose for convenience
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- Figure 83: Attitudes towards toilet and hard surface care, April 2019
- Bleach popularity driven by need for frequent toilet cleaning
- Own-label hard to separate from branded
- Influencers yet to go fully mainstream
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 84: Best- and worst-case forecast of UK retail value sales of toilet cleaning and care products, 2013-23
- Figure 85: Best- and worst-case forecast of UK retail value sales of hard surface cleaning and care products, 2013-23
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Appendix – Companies and Brands
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- Figure 86: Recorded above-the-line, online display and direct mail total advertising expenditure on toilet cleaning and care products*, by media type, January 2016-March 2019
- Figure 87: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface care products, by media type, January 2016-March 2019
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