Table of Contents
Executive Summary
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- The market
- Household functionality limits growth
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- Figure 1: Changes in spending habits in the last 12 months, January 2019
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- Figure 2: Best- and worst-case forecast value sales of the household care market, at current prices, 2013-23
- Growth in online grocery retail sales
- Ageing population ensures that in-store remains the focus
- The consumer
- Purchasing of household products reflects grocery
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- Figure 3: Where people shop for household care products, June 2019
- Tesco dominates the household care scene
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- Figure 4: Retailers used for buying household care products, June 2019
- Supermarkets considered reliable and convenient
- Online-only retailers offer something different
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- Figure 5: Correspondence analysis – Perceptions of different retailers for buying household care products, June 2019
- Shopping alongside groceries is the norm
- Shopping for household care is measured and pre-planned
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- Figure 6: Household care shopping behaviours, June 2019
- Bulk-buying not a main driver
- Repeat purchase, not experimentation
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- Figure 7: Attitudes towards buying household care products online, June 2019
- Free samples most likely to encourage people to change retailer
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- Figure 8: Enticements that would encourage consumers to choose one retailer over another when buying household care products, June 2019
- What we think
Issues and Insights
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- Breaking premeditated shopping habits to encourage impulse
- The facts
- The implications
- Making the most of the online potential
- The facts
- The implications
The Market – What You Need to Know
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- Household functionality limits growth
- Retailer landscape resembles grocery market
- Growth in online grocery retail sales is expected
- Ageing population ensures that in-store remains the focus
- Contextual shopping to encourage spur-of-the-moment purchases
Market Drivers
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- Household functionality limits growth
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- Figure 9: Changes in spending habits in the last 12 months, January 2019
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- Figure 10: Best- and worst-case forecast value sales of the household care market, at current prices, 2013-23
- Retailer landscape resembles grocery market
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- Figure 11: Leading grocery retailers: share of all grocery retail sales, 2017
- Growth in online grocery retail sales…
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- Figure 12: Total online grocery market forecast (including VAT), 2013-23
- …but proportion of online shoppers remains stable
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- Figure 13: Use of online grocery services, December 2018
- Ageing population ensures that in-store remains the focus
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- Figure 14: Trends in the age structure of the UK population, 2013-23
- Market is financially indiscriminate, apart from deal seeking
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- Figure 15: Trends in how respondents would describe their financial situation, February 2009-August 2019
- Contextual shopping to encourage spur-of-the-moment purchases
- Cleaning influencers create waves
The Consumer – What You Need to Know
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- Purchasing of household products reflects grocery
- Tesco dominates the household care scene
- Supermarkets considered reliable and convenient
- Online-only retailers offer something different
- Shopping alongside groceries is the norm
- Bulk-buying not a main driver of online purchases
- Free samples most likely to encourage people to change retailer
Where People Shop for Household Care Products
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- Purchasing of household products reflects grocery
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- Figure 16: Where people shop for household care products, June 2019
- Convenience is key
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- Figure 17: Net of where people shop for household care products, by age, June 2019
Retailers Used for Buying Household Care Products
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- Tesco dominates the household care scene
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- Figure 18: Retailers used for buying household care products, June 2019
- More channels = more retailers used
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- Figure 19: Usage of retailers amongst consumers who shop in-store and online, June 2019
- In-store-only shoppers limited by location
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- Figure 20: Usage of retailers amongst consumers who only shop in-store, June 2019
- Online buyers seek convenience
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- Figure 21: Usage of retailers amongst consumers who only shop online, June 2019
Perceptions of Retailer Types
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- Supermarkets considered reliable and convenient
- Discounter usage likely based on value
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- Figure 22: Correspondence analysis – Perceptions of different retailers for buying household care products, June 2019
- Online-only retailers offer something different
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- Figure 23: Perceptions of different retailers for buying household care products, June 2019
Household Care Shopping Behaviours
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- Shopping alongside groceries is the norm
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- Figure 24: Household care shopping behaviours, June 2019
- Price is more important than brand
- Shopping for household care is measured and pre-planned
- Shopping via social media appealing to young shoppers
Attitudes towards Buying Household Care Online
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- Bulk-buying not a main driver of online purchases
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- Figure 25: Attitudes towards buying household care products online, June 2019
- Concerns over breakages a problem to be solved
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- Figure 26: Rieke Packaging Ultimate E-Commerce Trigger Sprayer, 2019
- Repeat purchase, not experimentation
- A need to increase the convenience aspect to the unconvinced
Enticements to Choose a Retailer
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- Free samples most likely to encourage people to change retailer
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- Figure 27: Enticements that would encourage consumers to choose one retailer over another when buying household care products, June 2019
- Refills to drive retail usage
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- Figure 28: Ecover refill station at Waitrose, June 2019
- Making the experience easier to navigate
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- Figure 29: TURF Analysis – Shopping for household care products, June 2019
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- Figure 30: TURF Analysis – Shopping for household care products, June 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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