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Household Cleaning Equipment - UK - July 2011

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast UK retail sales of household cleaning equipment, 2006-16
Steady growth in value sales of cleaning equipment
Scouring products and gloves lead market growth
Dip in sales of cloths, sponges and wipes
Market factors
More households provide the biggest boost to demand
Free time at home generates cleaning
Regularity of cleaning drives replacement
Ageing population facing physical challenge
Figure 2: Forecast adult population trends, by lifestage, 2006-16
Companies, brands and innovation
Relatively fragmented marketplace
Private-label NPD push at start of 2011
Limited advertising support
The consumer
Wide range of cloths and scouring products used
Figure 3: Usage of cleaning cloths and scouring products, May 2011
Two thirds of homes use rubber gloves
Figure 4: Usage of other cleaning equipment, May 2011
Price and special offers biggest influence on choice
Figure 5: Factors influencing choice of household cleaning equipment, May 2011
Budget own-brands a popular choice
Figure 6: Consumer buying behaviour when buying household cleaning equipment, May 2011
Frequent replacement cycle for cleaning cloths
Figure 7: Cleaning behaviour and attitudes towards cleaning the home and household cleaning equipment, May 2011
What we think
ISSUES IN THE MARKET
How much does price influence purchases of cleaning equipment?
What is the balance between brands and own-brands in the market?
To what extent do consumers care about performance?
How will changing demographics impact on the market?
Does disposability help to drive regular replacement?
FUTURE OPPORTUNITIES
Trend: Retired for Hire
Trend: Prepare for the Worst
INTERNAL MARKET ENVIRONMENT
Key points
Growth in hard flooring a boost to floor cleaning
Figure 8: Trends in ownership of carpets, wooden floors and other floorcoverings/tiles, 2006-10
Cooking and entertaining generates more cleaning
Figure 9: Trends in attitudes towards cooking and spending time at home, 2006-10
Household chores mean need for cleaning equipment
Figure 10: Amount of time spent on household chores on average weekday, 2006-10
Weekly cleaning most likely for a number of jobs
Figure 11: Frequency of undertaking various cleaning tasks in the home, November 2010
Strong desire for a clean home
Figure 12: Attitudes towards the home and household cleaning, 2006-10
Low price increasingly important to consumers
Figure 13: Attitudes towards price and buying well-known brands, 2006-10
BROADER MARKET ENVIRONMENT
Key points
More households will help to increase demand
Figure 14: UK households, by size, 2006-16
Fewer rooms to clean in new homes
Figure 15: Trends in number of rooms in home, 2006-10
Ageing population in need of help with cleaning
Figure 16: Trends in the age structure of the UK population, 2006-16
Figure 17: Forecast adult population trends, by lifestage, 2006-16
Consumer caution dominating thinking
Figure 18: GDP quarterly percentage change, Q1 2004-Q1 2011
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Recent push in own-label activity
Figure 19: New product launches in UK household cleaning products*, % share by own-label and branded, January 2008-June 2011
Mixture of brands and own-label top new launches
Figure 20: New product launches in UK household cleaning products*, % share by company, January 2008-June 2011
Economy and ease of use top 2011 claims
Figure 21: New product launches in UK household cleaning products*, % share by claim, January 2008-June 2011
Majority of launches new products
Figure 22: New product launches in UK household cleaning products*, % share by launch type, January 2008-June 2011
COMPETITIVE CONTEXT
Key points
Cleaning equipment puts in strong performance
Figure 23: Comparison of sales of household cleaning equipment with other household markets, 2007-10
MARKET SIZE AND FORECAST
Key points
Cleaning equipment shows solid sales growth
Figure 24: UK retail value sales and forecast of household cleaning equipment, 2006-16
The future
Figure 25: UK best- and worst-case forecast sales of household cleaning equipment, 2006-16
Forecast methodology
SEGMENT PERFORMANCE
Key points
Scouring products and gloves lead market growth
Figure 26: UK retail value sales of household cleaning equipment, by sector, 2009-11
Figure 27: Breakdown of UK retail value sales of household cleaning equipment, by segment, 2011
COMPANIES AND PRODUCTS
Spontex
Figure 28: New product developments by Mapa Spontex UK Ltd, April 2009-April 2011
Vileda
Figure 29: New product developments by Vileda, April 2009-April 2011
Marigold
BM Polyco
Figure 30: New product developments by BM Polyco, April 2009-April 2011
Brillo
3M (Scotch-Brite)
Figure 31: New product developments by 3M Scotch-Brite, April 2009-April 2011
Sarah Smith
Figure 32: New product developments by Sarah Smith, April 2009-April 2011
EnviroProducts
Figure 33: New product developments by EnviroProducts (E-Cloth), April 2009-April 2011
Other companies and brands
Figure 34: Other companies and brands in household cleaning equipment, 2011
BRAND RESEARCH
Brand map
Figure 35: Attitudes towards and usage of household cleaning equipment brands, May 2011
Brand attitudes
Figure 36: Attitudes, by household cleaning equipment brand, May 2011
Brand personality
Figure 37: Household cleaning equipment brand personality – macro image, May 2011
Figure 38: Household cleaning equipment brand personality – micro image, May 2011
Correspondence analysis
Brand experience
Figure 39: Household cleaning equipment brand usage, May 2011
Figure 40: Satisfaction with various household cleaning equipment brands, May 2011
Figure 41: Consideration of household cleaning equipment brands, May 2011
Figure 42: Consumer perceptions of current household cleaning equipment brand performance, May 2011
Figure 43: Household cleaning equipment brand recommendation – Net Promoter Score, May 2011
Brand index
Figure 44: Household cleaning equipment brand index, May 2011
Figure 45: Household cleaning equipment brand index vs. recommendation, May 2011
Target group analysis
Figure 46: Target groups, May 2011
Figure 47: Household cleaning brand usage, by target groups, May 2011
Group One – The Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – The Individualists
BRAND COMMUNICATION AND PROMOTION
Key points
Uplift in 2010 total advertising
Figure 48: Main media advertising expenditure on household cleaning equipment*, 2007-11
Two advertisers dominate spending
Figure 49: Main media advertising expenditure on household cleaning equipment, % share by leading advertisers, 2007-10
Mops account for majority of spending
Figure 50: Main media advertising expenditure on household cleaning equipment, by brand, 2007-10
TV the most popular medium used
Figure 51: Main media advertising expenditure on household cleaning equipment, % share by media type, 2007-10
CHANNELS TO MARKET
Key points
Grocery multiples dominate distribution
Figure 52: Retail distribution of household cleaning equipment, 2008-10
Other retailers have bigger presence in larger items
Expansion in the number of discounters
CONSUMER USAGE AND FREQUENCY
Key points
Wide usage of a variety of cleaning cloths
Figure 53: Frequency of using cloths/sponges and scouring products, May 2011
One in five use dustpan and brush on daily basis
Figure 54: Frequency of using other household cleaning equipment, May 2011
More than eight in ten homes own ten or more cleaning items
Figure 55: Number of items of household cleaning equipment used in home, May 2011
FACTORS INFLUENCING PRODUCT CHOICE
Key points
Price the biggest influence on decision-making
Figure 56: Factors influencing choice of cleaning cloths and scourers/ sponge cleaners, May 2011
Versatility and durability important factors
Quick action on tough dirt and stains required
Brand and design of limited importance
CONSUMER BUYING BEHAVIOUR
Key points
Buying the cheapest product typifies shopping behaviour
Figure 57: Shopping behaviour for cleaning cloths, scourers/ sponge cleaners and rubber gloves, May 2011
A third of users willing to pay more for durability
Well-known brands more important in rubber gloves
Budget own-brands have a big presence in market
Discount stores a big feature of shopping
ATTITUDES AND CLEANING PATTERNS
Key points
Limited lifespan for cleaning cloths
Figure 58: Household cleaning behaviour and attitudes, May 2011
Cleaning cloths a big breeding ground for germs
Rubber gloves used more for cleaning than washing up
Cleaning equipment to help the physically impaired
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 59: Ownership of carpets/floorcoverings and other floorcoverings/tiles, by demographics, 2010
Figure 60: Agreement with selected lifestyle statements on interests, by demographics, 2010
Figure 61: Amount of time spent on an average weekday doing household chores, by demographics, 2010
Figure 62: Agreement with selected lifestyle statements on home and cleaning, by demographics, 2010
Figure 63: Agreement with selected lifestyle statements on home and cleaning, by demographics, 2010
APPENDIX – BROADER MARKET ENVIRONMENT
Figure 64: Single rooms in home, by demographics, 2010
Figure 65: Double rooms in home, by demographics, 2010
Figure 66: Three or more rooms in home, by demographics, 2010
APPENDIX – MARKET SIZE AND FORECAST
Figure 67: Best case/worst case forecast for UK retail sales of household cleaning equipment, at current prices, 2011-16
APPENDIX – BRAND RESEARCH
Figure 68: Brand usage, May 2011
Figure 69: Brand commitment, May 2011
Figure 70: Brand momentum, May 2011
Figure 71: Brand diversity, May 2011
Figure 72: Brand satisfaction, May 2011
Figure 73: Brand commitment, May 2011
Figure 74: Brand attitude, May 2011
Figure 75: Brand image – Macro image, May 2011
Figure 76: Brand image – Micro image, May 2011
Figure 77: Profile of target groups, by demographics, May 2011
Figure 78: Psychographic segmentation, by target groups, May 2011
Figure 79: Brand usage, by target groups, May 2011
Figure 80: Brand index, May 2011
APPENDIX – CONSUMER USAGE AND FREQUENCY
Figure 81: Frequency of usage of metal scourers, by demographics, May 2011
Figure 82: Frequency of usage of scouring pads, by demographics, May 2011
Figure 83: Frequency of usage of sponge scourers, by demographics, May 2011
Figure 84: Frequency of usage of soap fill pads, by demographics, May 2011
Figure 85: Frequency of usage of cleaning sponge, by demographics, May 2011
Figure 86: Frequency of usage of all-purpose cloths, by demographics, May 2011
Figure 87: Frequency of usage of sponge cloths, by demographics, May 2011
Figure 88: Frequency of usage of dish cloths, by demographics, May 2011
Figure 89: Frequency of usage of microfibre cloths, by demographics, May 2011
Figure 90: Frequency of usage of general-purpose absorbent cloths, by demographics, May 2011
Figure 91: Frequency of usage of rubber gloves, by demographics, May 2011
Figure 92: Frequency of usage of dusters, by demographics, May 2011
Figure 93: Frequency of usage of dish brushes, by demographics, May 2011
Figure 94: Frequency of usage of scrubbing brushes, by demographics, May 2011
Figure 95: Frequency of usage of mops, by demographics, May 2011
Figure 96: Frequency of usage of mop bucket with wringer, by demographics, May 2011
Figure 97: Frequency of usage of bucket, by demographics, May 2011
Figure 98: Frequency of usage of dustpan and brush, by demographics, May 2011
Figure 99: Frequency of usage of indoor broom, by demographics, May 2011
Figure 100: Frequency of usage of outdoor broom, by demographics, May 2011
Figure 101: Repertoire of usage of household cleaning equipment, by demographics, May 2011
Figure 102: Frequency of usage of household cleaning equipment, by repertoire of usage of household cleaning equipment, May 2011
APPENDIX – FACTORS INFLUENCING PRODUCT CHOICE
Figure 103: Most popular factors influencing choice of cleaning cloths, by demographics, May 2011
Figure 104: Next most popular factors influencing choice of cleaning cloths, by demographics, May 2011
Figure 105: Other factors influencing choice of cleaning cloths, by demographics, May 2011
Figure 106: Most popular factors influencing choice of scourers and sponge cleaners, by demographics, May 2011
Figure 107: Next most popular factors influencing choice of scourers and sponge cleaners, by demographics, May 2011
Figure 108: Other factors influencing choice of scourers and sponge cleaners, by demographics, May 2011
APPENDIX – CONSUMER BUYING BEHAVIOUR
Figure 109: Most popular shopping behaviour for cleaning cloths, by demographics, May 2011
Figure 110: Next most popular shopping behaviour for cleaning cloths, by demographics, May 2011
Figure 111: Most popular shopping behaviour for scourers and sponge cleaners, by demographics, May 2011
Figure 112: Next most popular shopping behaviour for scourers and sponge cleaners, by demographics, May 2011
Figure 113: Most popular shopping behaviour for rubber gloves, by demographics, May 2011
Figure 114: Next most popular shopping behaviour for rubber gloves, by demographics, May 2011
APPENDIX – ATTITUDES AND CLEANING PATTERNS
Figure 115: Most popular agreement with statements on household cleaning, by demographics, May 2011
Figure 116: Next most popular agreement with statements on household cleaning, by demographics, May 2011

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