Toilet and Hard Surface Care - UK - March 2020

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Market points towards a prosperous future
Figure 1: Best- and worst-case scenario forecast of UK retail value sales of toilet and hard surface care products, 2014-24
Companies and brands
Zoflora leads overall increase
Figure 2: Brand shares in value sales of disinfectants, year ending December 2019
Bleaches continue to fall
Figure 3: Brand shares in value sales of bleaches, year ending December 2019
Bloo increases its value sales
Figure 4: Brand shares in value sales of toilet cleaning and care products, year ending December 2019
Method focuses on multipurpose cleaners
Figure 5: Brand shares in multipurpose hard surface cleaning products, year ending December 2019
Specialised cleaners see further decline
Figure 6: Brand shares in value sales of bath and shower cleaning products, year ending December 2019
The consumer
Sharing cleaning responsibilities is on the increase
Figure 7: Cleaning responsibilities, by gender, December 2019
More women in charge of toilet and hard surface care shopping
Figure 8: Buying responsibilities, by gender, December 2019
Kitchen surfaces require the greatest cleaning effort
Figure 9: Cleaning frequency, by hard surface, December 2019
Limescale removers solve the hard water issue
Figure 10: Usage of toilet care and cleaning products, April 2019 VS December 2019
Trigger spray remains the most popular choice
Figure 11: Usage of hard surface cleaning products, April 2019 VS December 2019
Price and product quality drive purchasing choices
Figure 12: Purchase drivers in the UK toilet and hard surface care category, December 2019
Reduced packaging material can attract consumers
Figure 13: Behaviours towards toilet and hard surface care products, December 2019
Smart dispensers to prevent over-dosing of cleaning formulas
Figure 14: Attitudes towards toilet and hard surface care products, December 2019
What we think
ISSUES AND INSIGHTS
Water scarcity to lead innovation in toilet and hard surface care
The facts
The implications
In-store refilling stations can boost zero-waste shopping
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
The toilet and hard surface care market starts growing again
Toilet care responsible for rising sales
Working from home on the increase
Water scarcity is a rising concern
Refill initiatives boost sustainability
Zero-waste shopping is gaining popularity
MARKET SIZE AND FORECAST
The toilet and hard surface care market starts growing again
Figure 15: UK retail value sales of toilet and hard surface care products, at current and constant prices, 2014-24
Market points towards a prosperous future
Figure 16: Best- and worst-case scenario forecast of UK retail value sales of toilet and hard surface care products, 2014-24
Forecast methodology
MARKET SEGMENTATION
Toilet care’s value sales on the increase
Figure 17: UK retail value sales of toilet and hard surface care products, 2017-19
Disinfecting the toilet remains a top priority
Rim block toilet cleaners increase value sales
Hard surface care category declines
Multipurpose cleaners cannibalise specialised cleaners
CHANNELS TO MARKET
Prices favour supermarkets and discounters
Figure 18: UK retail value sales of toilet care products, bleaches, disinfectants and hard surface care cleaners*, by outlet type, 2017-19
Online delivery services become more sophisticated
MARKET DRIVERS
Working from home is on the increase
Figure 19: Increase in at-home workers and people who work in different places with home as a base, Oct-Dec 2008 – Oct-Dec 2018
Figure 20: Bon Voyage by W5 Multi-surface cleaning wipes, Lidl, 2016
More people cooking from scratch
Figure 21: Percentage of people who cook meals from scratch, November 2016 - November 2019
Water scarcity is a rising concern
Figure 22: Unilever, Domestos Flush Less toilet spray, South Africa, January 2019
Figure 23: Reckitt Benckiser’s #FinishWaterWaste campaign, 2019
Refill initiatives boost sustainability
Figure 24: New dettol and Cif launches carrying the refill/refillable claim, 2019
Zero-waste shopping is gaining popularity
Figure 25: Ecover #Refillution project, 2019
Consumers worry about their health when using cleaning products
The COVID-19 outbreak will change habits for the foreseeable future
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Zoflora leads overall increase
Method focuses on multipurpose cleaners
Shy increase in new product launches in toilet care segment
Overall launch activity rises in hard surface care
Adspend focuses on bleach & disinfectants
Alkimi creates a higher proportion of favouritism
MARKET SHARE
Toilet cleaning and care
Zoflora leads overall increase
Figure 26: Retail value sales of disinfectants, by brand, years ending December, 2017-19
Bleaches continue to fall
Figure 27: Retail value sales of bleaches, by brand, years ending December, 2017-19
Bloo increases its value sales
Figure 28: Retail value sales of toilet care and cleaning products, by brand, years ending December, 2017-19
Hard surface care
Method focuses on multipurpose cleaners
Figure 29: Retail value sales of multipurpose hard surface cleaning products, by brand, years ending December, 2017-19
Specialised cleaners see further decline
Figure 30: Retail value sales of bath and shower cleaning products, by brand, years ending December, 2017-19
LAUNCH ACTIVITY AND INNOVATION – TOILET CARE
Shy increase in new product launches
Figure 31: New product development in the UK toilet care market, by product segment, January 2016 - December 2019
New varieties increase share of NPD
Figure 32: New product development in the UK toilet care market*, by launch type, January 2016 - December 2019
Seasonal and limited-edition fragrances in toilet care
Figure 33: Examples of seasonal and/or limited-edition scented toilet care products, 2019
Henkel continues to prevail in terms of NPD
Figure 34: New product development in the UK toilet care market*, by top ultimate companies and other, 2019
Toilet rim blocks for all tastes
Figure 35: Examples of Bloo toilet (bowl) freshener launches, 2019
Figure 36: Examples of Domestos toilet (bowl) freshener launches, 2019
LAUNCH ACTIVITY AND INNOVATION – HARD SURFACE CARE
Overall launch activity rises
Figure 37: New product development in the UK hard surface care market, by product segment, January 2016 - December 2019
New product launches remain stable
Figure 38: New product development in the UK hard surface market, by launch type, January 2016 - December 2019
Major companies dominate the hard surface care segment
Figure 39: New product development in the UK hard surface care market, by top ultimate companies and other, 2019
Figure 40: Examples of launches by four top companies of the hard surface care category, 2019
Veganism pervades the hard surface care category
Figure 41: Top 15 claims in the UK hard surface care market (based on leading claims for 2019), 2018 and 2019
Figure 42: Examples of hard surface care product launches carrying the vegan/free from animal ingredients claim, 2019
Biodegradability clarifies eco-friendly features
Figure 43: Examples of launches carrying the biodegradable claim, 2019
P&G launches longer-lasting antibacterial protection with Microban
ADVERTISING AND MARKETING ACTIVITY
Toilet cleaning and care
Adspend focuses on bleach & disinfectants
Figure 44: Total above-the-line, online display and direct mail advertising expenditure on toilet cleaning and care products, by segment, 2019
Figure 45: Recorded above-the-line, online display and direct mail total advertising expenditure on toilet cleaning and care products*, by advertiser, 2019
Dettol commits to sustainability
Figure 46: Dettol’s The Trigger Project advertising campaign, 2019
Hard surface care
Advertising expenditure focuses on multipurpose and floor cleaners
Figure 47: Total above-the-line, online display and direct mail advertising expenditure on hard surface care products, by segment, 2019
Major companies cut back on adspend
Figure 48: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface care products, by advertiser, 2019
Dettol helps stop the spread of winter diseases
Figure 49: Dettol advert, 2019
Cillit Bang tackles limescale and water marks
Figure 50: Cillit Bang limescale remover advert, 2019
Method aims to challenge social stereotypes
Figure 51: Method DragCleans campaign, 2019
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 52: Attitudes towards and usage of selected brands, January 2020
Key brand metrics
Figure 53: Key metrics for selected brands, January 2020
Harpic inspires trust and good value, while Alkimi is seen as worth paying more for
Figure 54: Attitudes, by brand, January 2020
Seventh Generation features a strong ethical profile
Figure 55: Brand personality – macro image, January 2020
Alkimi and Seventh Generation are perceived as comforting and authentic
Figure 56: Brand personality – micro image, January 2020
Brand analysis
Attitude is still little known, but highly recommended
Figure 57: User profile of Attitude, January 2020
Harpic appeals to variegated profiles of consumers
Figure 58: User profile of Harpic, January 2020
Seventh Generation is the ethical standout
Figure 59: User profile of Seventh Generation, January 2020
Alkimi creates a higher proportion of favouritism
Figure 60: User profile of Alkimi, January 2020
Frosch is perceived as basic and perfect for families
Figure 61: User profile of Frosch, January 2020
THE CONSUMER – WHAT YOU NEED TO KNOW
Sharing cleaning responsibilities is on the increase
Toilets need to look and smell clean as long as possible
Limescale removers solve the hard water issue
Trigger spray remains the most popular choice
Price and product quality drive purchasing choices
Reduced packaging material can attract consumers
Smart dispensers to prevent over-dosing of cleaning formulas
CLEANING AND BUYING RESPONSIBILITIES
Sharing cleaning responsibilities is on the increase
Figure 62: Cleaning responsibilities, by gender, December 2019
More women in charge of toilet and hard surface care shopping
Figure 63: Buying responsibilities, by gender, December 2019
Opportunities for male-targeted initiatives
CLEANING FREQUENCY
Kitchen surfaces require the greatest cleaning effort
Figure 64: Cleaning frequency, by hard surface, December 2019
Toilets need to look and smell clean as long as possible
USAGE OF TOILET CARE AND CLEANING PRODUCTS
Bleach combines convenience and cleaning efficacy
Figure 65: Usage of toilet care and cleaning products, April 2019 VS December 2019
Limescale removers solve the hard water issue
Figure 66: Examples of toilet care products with limescale removing action, 2019
Removing limescale needs to be safe and eco-friendly
Figure 67: Examples of toilet care products with limescale removing action not tested on animals, 2019
USAGE OF HARD SURFACE CLEANING PRODUCTS
Trigger spray remains the most popular choice
Figure 68: Usage of hard surface cleaning products, April 2019 VS December 2019
Multipurpose cleaners remain popular…
Figure 69: Usage of hard surface cleaning formulas, April 2019 VS December 2019
…but younger consumers prefer bleach
Figure 70: Usage of selected hard surface cleaning formulas, by age, December 2019
PURCHASE DRIVERS
Price and product quality drive purchasing choices
Figure 71: Purchase drivers in the UK toilet and hard surface care category, December 2019
Women look for products that facilitate cleaning tasks
Figure 72: Purchase drivers in the UK toilet and hard surface care category, by gender, December 2019
Figure 73: Examples of toilet and hard surface care products carrying the easy-to-use claim, 2019
BEHAVIOURS AROUND TOILET AND HARD SURFACE CARE PRODUCTS
Reduced packaging material can attract consumers
Figure 74: Behaviours towards toilet and hard surface care products, December 2019
Younger consumers more likely to try new scents
Figure 75: Likeliness to try new scents of cleaning products, by age, December 2019
Changing fragrances to tackle over-cleaning
Consumers show interest towards waterless cleaning products…
Figure 76: Ajax Kitchen cleaner, Colgate-Palmolive, 2019
…but proving their efficacy is crucial
ATTITUDES TOWARDS TOILET AND HARD SURFACE CARE
Smart dispensers to prevent over-dosing of cleaning formulas
Figure 77: Attitudes towards toilet and hard surface care products, December 2019
Older consumers question wipes’ cleaning efficacy
Figure 78: Agreement with “Cleaning wipes are just as effective at cleaning as other formats”, by age, December 2019
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – THE MARKET
Figure 79: Best- and worst-case forecast of UK retail value sales of toilet cleaning and care products, 2014-24
Figure 80: Best- and worst-case forecast of UK retail value sales of hard surface cleaning and care products, 2014-24
Forecast methodology