Attitudes towards Germs: Inc Impact of COVID-19 - UK - November 2020

OVERVIEW
What you need to know
Key issues
Market context
Economic assumptions
Products covered in this Report
EXECUTIVE SUMMARY
The market
COVID-19 revamps sales of germ-killing cleaning products
Figure 1: UK central forecast value sales of germ-killing cleaning products (prepared 16 November 2020), 2015-25
Impact of COVID-19 on germ-killing cleaning products
Figure 2: Short-, medium- and long-term impact of COVID-19 on germ-killing cleaning products, 16 November 2020
Align with new cleaning needs
Invest in positive change for long term success
Homecare routines become part of a holistic approach to health
Fickle consumer sentiment may lead to trading down
The consumer
Bleach most used germ-killing cleaner
Figure 3: Usage of germ-killing cleaning products, by gender, August 2020
Frequently touched surfaces create hygiene concerns
Figure 4: Frequency of usage of germ-killing cleaning products, August 2020
Consumers value convenience
Figure 5: Important germ-killing cleaning product features, August 2020
Home cleaning becomes a higher priority
Figure 6: Change in consumer behaviours since the start of the COVID-19 outbreak, by gender, August 2020
Interactive formulas represent an opportunity
Figure 7: Interest in germ-killing cleaning product concepts, August 2020
Boost emotional connection with homecare brands
Figure 8: Attitudes towards germ-killing cleaning products, August 2020
Companies and brands
Dettol benefits from positive reputation while Method captures green sentiments
Figure 9: Brand share in antibacterial multipurpose cleaners, year ending September 2020
Zoflora appeals through scents 
Figure 10: Brand share in disinfectant specialist cleaning, year ending September 2020
Bleach means Domestos 
Figure 11: Brand share in bleach, year ending September 2020
ISSUES AND INSIGHTS
Tap into healthy lifestyles, not just hygiene
Stay ahead of the competition through innovation
THE MARKET – KEY TAKEAWAYS
COVID-19 revamps sales of germ-killing cleaning products…
…but fickle consumer sentiment makes people trade down
Align with new cleaning needs
MARKET SIZE AND FORECAST
Impact of COVID-19 on germ-killing cleaning products
Figure 12: Short-, medium- and long-term impact of COVID-19 on germ-killing cleaning products, 16 November 2020
COVID-19 revamps sales of germ-killing cleaning products…
…but demand for home germ-killing cleaning products will slow down
Figure 13: UK value sales of germ-killing cleaning products (prepared on 16 November 2020), 2014-25
Align with new cleaning needs
Invest in positive change for long term success
Figure 14: UK central forecast value sales of germ-killing cleaning products (prepared 16 November 2020), 2015-25
Market drivers and assumptions
Figure 15: Key drivers affecting Mintel’s market forecast (prepared 13 October 2020), 2015-25
Lessons from the last recession
Figure 16: UK value sales of germ-killing cleaning products, 2007-17
Forecast methodology
MARKET SEGMENTATION
Antibacterial multipurpose cleaners see greatest increase
Figure 17: UK retail value sales of germ-killing cleaning products, 2018-20 (est)
Household bleach sees moderate growth
Value sales of disinfectant specialist cleaning rise
Figure 18: Example of anti-bacterial launches formulated with probiotics, 2018-20
CHANNELS TO MARKET
Value sales increase across all channels
Figure 19: UK retail value sales of germ-killing cleaning products*, 2018-20 (est)
Convenience stores benefit from at-home working practices
Collaborate with retailers to improve consumer shopping experience
eCommerce is here to last 
Figure 20: People who have increased the amount of shopping they do online since the COVID-19/coronavirus outbreak, 28 February-16 April
Adapt packaging to ensure a positive delivery experience
The future is touchless
MARKET DRIVERS
Fickle consumer sentiment makes people trade down
Figure 21: Trends in consumer sentiments for the coming year, January 2009-September 2020
Older age groups become more prominent 
Figure 22: Trends in the age structure of the UK population, 2015-25
Concerns about germs create new cleaning needs
Figure 23: Persil launches new Antibacterial Laundry Sanitiser, 2020
Homecare routines become part of a holist approach to health
Figure 24: Tody app, 2020
Prevent germ-killing cleaning fatigue
Figure 25: Dettol Antibacterial Surface Cleanser features the seal of approval from The British Allergy Foundation, 2020
Consumers question scents’ safety and indoor pollution
Figure 26: Attitudes towards scents, August 2019
Figure 27: Examples of antibacterial aircare launches, 2020
COMPANIES AND BRANDS – KEY TAKEAWAYS
Dettol benefits from positive reputation while Method captures green sentiments
COVID-19 boosts demand for antibacterial claims
Podcasts and the gaming world offer new advertising opportunities
MARKET SHARE
Dettol benefits from positive reputation
Methods captures consumer demand for eco-friendly options
Figure 28: UK retail value sales of antibacterial multipurpose cleaners, year ending September 2018, 2019 and 2020
Cif extends its green offering
Own-label antibacterial multipurpose cleaners on the rise
Zoflora appeals through scents 
Figure 29: UK retail value sales of disinfectant specialist cleaning, year ending September 2018, 2019 and 2020
Astonish’s value sales favour from NPD
Bleach means Domestos 
Figure 30: UK retail value sales of household bleach, year ending 2018, 2019 and 2020
LAUNCH ACTIVITY AND INNOVATION
Antibacterial claims on the rise
Figure 31: Proportion of household care NPD carrying the antibacterial claim, January 2017-September 2020
COVID-19 boosts demand for antibacterial claims
Figure 32: Share of household care launches carrying the anti-bacterial claims, by category, January 2017-September 2020
Figure 33: Nicky Defend Antibacterial Disposable Hand Towels, 2020
Provide efficacy and sustainability for higher market penetration
Figure 34: Selected examples of cleaning equipment NPD carrying the antibacterial claim, 2020
Reckitt Benckiser accounts for 29% of antibacterial launches
Figure 35: Proportion of household care* NPD carrying the antibacterial claim, by top ten ultimate companies and other, 2019
Figure 36: Examples of antibacterial NPD from Dettol and Cif, 2019-20
SC Johnson diversifies with traditional and eco-friendly brands
Figure 37: Selected examples of antibacterial NPD from SC Johnson & Son, 2019-20
Private labels invest in NPD…
Figure 38: Selected examples of new packaging and new varieties from private labels, 2019
…and highlight on-pack antibacterial claims
Figure 39: Selected examples of relaunches from private labels, 2020
Aldi offers value and sustainability at once
Domestos explores handy formats
Figure 40: Domestos Spray Bleach Multipurpose Cleaner, 2020
Cif extends its ecorefill technology
Figure 41: Cif Ecorefill Anti-Bac and Shine Multi-Purpose formula, 2020
COVID-19 specific claims make their entrance
Hospital-inspired brands disrupt the category
Figure 42: Examples of antibacterial launches with hospital-inspired launches, 2020
Academic research leads innovation
Figure 43: Germagic Multi-Pro 72 Disinfectant Spray, June 2020
ADVERTISING AND MARKETING ACTIVITY
Reckitt Benckiser covers over half of total adspend
Figure 44: Total above-the-line, online display and direct mail advertising expenditure on selected household care categories*, by leading advertisers, 2019
Figure 45: Total above-the-line, online display and direct mail advertising on selected household care categories*, by leading brands, 2019
Dettol encourages long-term protection
Figure 46: Dettol ‘Keep Protecting – Chess’ advert, 2020
Domestos increases toilet access around the world
Figure 47: Domestos ‘We Can Do It’ advert, 2019
Harpic promotion encourages bleach users to switch
Figure 48: “Harpic power plus: the ultimate hygiene routine” advert, 2020
Zoflora launches virtual fragrance workshop
Figure 49: Zoflora’s Botanical workshop post, September 2020
Podcasts offer a new advertising opportunity
Figure 50: Total above-the-line, online display and direct mail advertising expenditure on germ-killing cleaning products*, by media type, 2019
Watch out for the virtual gaming world
Nielsen Ad Intel coverage
THE CONSUMER – KEY TAKEAWAYS
Bleach most used germ-killing cleaner
Consumers value convenience
Home cleaning becomes a higher priority
THE IMPACT OF COVID-19 ON CONSUMER BEHAVIOUR
COVID-19 remains a source of preoccupation
Figure 51: Concern of exposure risk to COVID-19/coronavirus, 28 February-1 October 2020
Environmental concerns strengthen during the pandemic
Figure 52: Change in priority given to the environment since the COVID-19/coronavirus outbreak, 8-19 October 2020
Figure 53: Examples of antibacterial launches formulated with plant based/derived ingredients and/or sustainably sourced ingredients, 2020
COVID-19 boosts health-focused shopping behaviours
Figure 54: On-pack information influencing purchase of household care products, May 2020
Figure 55: Examples of antibacterial launches supporting skin health, 2016-18
Face masks become an indispensable accessory
Figure 56: Examples of antibacterial launches suitable for mask cleaning, 2020
On-the-go germ-killing formulas still have a go
Figure 57: Examples of antibacterial launches to use on-the-go, 2020
USAGE OF GERM-KILLING CLEANERS AROUND THE HOUSE
Bleach most used germ-killing cleaner
Figure 58: Usage of germ-killing cleaning products, by gender, August 2020
Aromatherapy can boost a health-focused approach to homecare
Figure 59: Examples of launches carrying both the antibacterial and aromatherapy claims, 2019
It is the right time to explore new product concepts
Figure 60: Repertoire of germ-killing cleaning products used, August 2020
FREQUENCY OF USAGE OF GERM-KILLING CLEANERS
Associate kitchen cleaning with cooking ideas
Figure 61: Frequency of usage of germ-killing cleaning products, August 2020
Frequently touched surfaces create hygiene concerns
Pet owners represent an opportunity
Figure 62: Regina Pets Extra Large Paper Sheets, 2020
IMPORTANT PRODUCT FEATURES
Consumers value convenience
Figure 63: Important germ-killing cleaning product features, August 2020
Germs can hide in unexpected areas
Younger age-groups more likely to examine eco-friendliness…
Figure 64: Importance of selected germ-killing cleaning product features, by age, August 2020
…and sensory features
Figure 65: Examples of household care launches carrying the alcohol-free claim, 2018-20
Figure 66: Examples of anti-bacterial launches scented with essential oils, 2020
CHANGE IN BEHAVIOURS SINCE THE COVID-19 OUTBREAK
Home cleaning becomes a higher priority
Figure 67: Change in consumer behaviours since the start of the COVID-19 outbreak, by gender, August 2020
Figure 68: Examples of launches that encourage healthy routines, 2020
Support an equal division of household care tasks
Tackle over-cleaning to support healthy homes
New options appeal to younger consumers
Figure 69: Consumers who have tried a new germ-killing cleaning product since the start of the COVID-19 outbreak, by age, August 2020
Figure 70: Procter & Gamble’s NBD. range of household care products, 2020
INTEREST IN GERM-KILLING CLEANING PRODUCT CONCEPTS
Interactive formulas represent an opportunity
Figure 71: Interest in germ-killing cleaning product concepts, August 2020
Consumers express interest in long-lasting germ-killing effect
Figure 72: Procter & Gamble’s Microban 24 range of household care products, 2020
Figure 73: Examples of launches formulated with ingredients that inhibit growth of bacteria, 2018-20
Remote working practices will continue
Figure 74: Examples of hard surface care launches designed for tech devices, 2018-20
Cross-category formulas can appeal to 16-34s
Figure 75: Electrosan Skin and Surface Antiviral Spray, August 2020
Figure 76: Interest in germ-killing cleaning products also suitable for using on the body, by age, August 2020
Support innovation through science
ATTITUDES TOWARDS GERM-KILLING CLEANING PRODUCTS
Boost emotional connection with homecare brands
Figure 77: Attitudes towards germ-killing cleaning products, August 2020
Figure 78: Astonish Spread Love Not Germs Antibacterial Surface Cleaner, 2020
Private labels experience growing momentum
Figure 79: Method’s Art Collection range of household care products, 2020
Stand out through inclusiveness
Using germ-killing formulas is not a 100% rational choice
Figure 80: Flash Traditional Collection Natural Fresh Soap Multipurpose Spray Cleaner, 2020
16-34s more likely to question germ-killing cleaners’ sustainability
Figure 81: Agreement with “Germ-killing cleaning products are more damaging for the environment than regular cleaning products, by age, August 2020
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology