Household Cleaning Equipment - UK - February 2020

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Value sales continue to increase
Figure 1: Best- and worst-case forecast of UK value sales of household cleaning equipment*, 2014-24
Numbers of families and households increase
Figure 2: Trends in the number of families* and households**, England and Wales, 2011-19
Companies and brands
Spontex and Vileda continue to lead the market
Flash and Minky see significant value sales increase
Figure 3: Brand shares in value sales of household cleaning equipment, year ending November 2019
NPD lags in household cleaning equipment category
Figure 4: Launches of household cleaning equipment, by launch type, 2016-19
Adspend is increasing in line with sales
Figure 5: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, 2016-19
The consumer
Majority of people are involved in the buying process
Figure 6: Responsibility for purchasing household cleaning equipment, by age and gender, November 2019
Sponge scourers dominate usage
Figure 7: Usage of household cleaning equipment in the last three months, by room in the house, November 2019
Value is a key driver of purchase
Figure 8: Important factors when buying household cleaning equipment, November 2019
Wipes and kitchen roll represent threats to equipment
Figure 9: Cleaning equipment behaviours, November 2019
Cordless vacuums becoming more prevalent
Figure 10: Usage of floor cleaning equipment, 2017 and 2019
Recent purchases of vacuum cleaners
Figure 11: Most recent purchase of a vacuum cleaner in the home, November 2019
Germ removal is a key part of cleaning floors
Figure 12: Floor cleaning behaviours, November 2019
What we think
ISSUES AND INSIGHTS
Sustainability still yet to boom in cleaning equipment
The facts
The implications
Price remains key, but not everything
The facts
The implications
Cordless vacuums show the way for robotics
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Value sales continue to increase
Floor cleaning is fastest-growing segment
More consumers shopping in discount stores
Numbers of families and households increase
The natural environment represents a primary concern
Consumers worry about the health impact of cleaning formulations
MARKET SIZE AND FORECAST
Value sales continue to increase
Sustainability has yet to boom in this category
Figure 13: UK retail value sales for household cleaning equipment*, at current and constant prices, 2014-24
Growth pattern expected to continue
Figure 14: Best- and worst-case forecast of UK value sales of household cleaning equipment*, 2014-24
Forecast methodology
MARKET SEGMENTATION
Floor cleaning is fastest-growing segment
Figure 15: UK retail value sales of household cleaning equipment*, by segment, 2017-19
Worries about germs impact on value sales of non-disposable products
CHANNELS TO MARKET
More consumers shopping in discount stores
Figure 16: Retail value sales of household cleaning equipment, by outlet type, 2017-19
Opportunities to increase consumers’ loyalty
MARKET DRIVERS
Numbers of families and households increase
Figure 17: Trends in the number of families* and households**, England and Wales, 2011-19
The natural environment represents a primary concern
Figure 18: Change in purchase of eco-friendly household care products over the last year, March 2019
Consumers worry about the health impact of cleaning formulations
Interest in smart home appliances is on the increase
Figure 19: Interest in buying smart home devices, by age, March 2019
The rise of influencers in household care
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Spontex and Vileda continue to lead the market
Flash and Minky see significant value sales increase
NPD lags in household cleaning equipment category
Total adspend on the increase
Vileda possesses a high-performance image
MARKET SHARE
Spontex and Vileda continue to lead the market
Flash and Minky see significant value sales increase
Figure 20: Brand shares in value sales of household cleaning equipment, years ending November 2018 and 2019
Own-label sales slip
LAUNCH ACTIVITY AND INNOVATION
NPD lags in household cleaning equipment category
Figure 21: Launches of household cleaning equipment, by launch type, 2016-19
Figure 22: Examples of new product launches, 2019
Environmental focus in cleaning equipment is growing
Figure 23: Top claims on household cleaning equipment launches, by leading claims in 2019, 2018 and 2019
Recycling and upcycling initiatives begin to emerge
Figure 24: Examples of product launches with ethical/environmental claims in the household cleaning equipment category, 2019
Brands dominate NPD
Figure 25: Launches of household cleaning equipment, by own- label v branded, 2016-19
Own-label products continue to drive economy claims
Figure 26: Example of own-label product launches in the household cleaning equipment category, 2019
Flash launches create value
Figure 27: Flash launches in the household cleaning equipment category, 2019
ADVERTISING AND MARKETING ACTIVITY
Total adspend on the increase
Figure 28: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, 2016-19
A few companies responsible for overall adspend
Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on household cleaning equipment*, by top advertisers in 2019, 2017-19
Procter & Gamble appears among top advertisers
Figure 30: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, by leading brands, 2019
Adspend support for vacuum cleaners increases in 2019
Figure 31: Total above-the-line, online display and direct mail advertising expenditure on vacuums, 2017-19
Vax increases adspend share in vacuum cleaner category
Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on vacuums, by top advertisers in 2019, 2017-19
Major companies invest in cordless vacuums
Figure 33: Share of highest recorded adspend in vacuums, by top advertisers, 2019
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 34: Attitudes towards and usage of selected brands, October 2019
Key brand metrics
Figure 35: Key metrics for selected brands, October 2019
e-cloth is noted for innovation
Figure 36: Attitudes, by brand, October 2019
Spontex risks being seen as boring
Figure 37: Brand personality – macro image, October 2019
Vileda drives an expert image among consumers
Figure 38: Brand personality – micro image, October 2019
Brand analysis
Vileda possesses a high-performance image
Figure 39: User profile of Vileda, October 2019
Marigold’s protective benefits lead to a trustworthy reputation
Figure 40: User profile of Marigold, October 2019
Spontex lacks an engaging image
Figure 41: User profile of Spontex, October 2019
Minky benefits from social media, but lacks a distinctive proposition
Figure 42: User profile of Minky, October 2019
e-cloth is considered innovative but has low awareness
Figure 43: User profile of e-cloth, October 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
Majority of people are involved in the buying process
Sponge scourers dominate usage
Value is a key driver of purchase
Wipes and kitchen roll represent threats to equipment
Cordless vacuums becoming more prevalent
Recent purchases of vacuum cleaners
Germ removal is a key part of cleaning floors
RESPONSIBILITY FOR PURCHASING
Majority of people are involved in the buying process
Figure 44: Responsibility for purchasing household cleaning equipment, by gender, November 2019
Difference between genders balancing among younger groups
Figure 45: Responsibility for purchasing household cleaning equipment, by age and gender, November 2019
USAGE OF CLEANING EQUIPMENT
Sponge scourers dominate usage
Figure 46: Usage of household cleaning equipment in the last three months, by room in the house, November 2019
Children influence higher penetration of products
Sponge scourers show little financial bias
Figure 47: Any usage of household cleaning equipment in the last three months, November 2019
Household income influences product repertoire
Figure 48: Repertoire of cleaning equipment products used in the last three months, November 2019
IMPORTANT PURCHASE FACTORS
Value is a key driver of purchase
Chemical-free cleaning has yet to take hold
Figure 49: Important factors when buying household cleaning equipment, November 2019
Eco claims set to grow
CLEANING EQUIPMENT BEHAVIOURS
Wipes and kitchen roll represent threats to equipment
Figure 50: Cleaning equipment behaviours, November 2019
Rubber gloves are the answer to skin concerns
Figure 51: Ecozone’s Multi-purpose Microfibre Cloth, September 2019
USAGE OF FLOOR CLEANING EQUIPMENT
Cordless vacuums becoming more prevalent
Figure 52: Usage of floor cleaning equipment, 2017 and 2019
Robotic vacuum cleaners increase their influence
Mops remain in demand
LAST PURCHASE OF A VACUUM CLEANER
Recent purchases of vacuum cleaners
Figure 53: Most recent purchase of a vacuum cleaner in the household, November 2019
An opportunity to promote an environmental message
FLOOR CLEANING BEHAVIOURS
Germ removal is a key part of cleaning floors
Figure 54: Floor cleaning behaviours, November 2019
Potential to increase penetration of robotic devices despite concerns
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology