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Hard Surface Cleaners - UK - November 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of UK retail value sales of hard surface cleaners*, 2009-19
Steady growth in sales but slowdown in 2014
Mixed fortunes for different segments
Figure 2: Breakdown of UK retail value sales of hard surface cleaners, 2013
Market drivers
Growth in number of households
Importance attached to maintaining a clean home
Companies, brands and innovation
Reckitt Benckiser leads hard surface cleaning
Figure 3: Manufacturer value shares in hard surface cleaners, year ending October 2014
Wide range of new product launches
New launches in 2014 drive increase in advertising
Figure 4: Main media advertising expenditure on hard surface cleaners *, 2010-14
The consumer
Trigger sprays the most popular format
Figure 5: Usage of different types of hard surface cleaning product in the last six months, August 2014
Cleaning power and convenience most important
Figure 6: Factors considered very important when deciding what hard surface cleaning products to buy, August 2014
Opportunities for added-value cleaning products
Figure 7: Interest in and willingness to pay more for features and/or benefits for hard surface cleaning products, August 2014
Heavy focus on promotions and lack of brand loyalty
Figure 8: Buying behaviour when shopping for hard surface cleaning products, August 2014
Marked support for all-natural products
Figure 9: Attitudes towards hard surface cleaning products, August 2014
What we think
ISSUES AND INSIGHTS
Time-poor consumers and the need for quick and easy cleaning
The facts
The implications
Results people are looking to achieve with their cleaning
The facts
The implications
Attitudes towards ingredients, health and hygiene
The facts
The implications
Shopping behaviour and the focus on price
The facts
The implications
TREND APPLICATION
Trend: Factory Fear
Trend: Help Me Help Myself
Trend: Prepare for the Worst
MARKET DRIVERS
Key points
Growth in number of households
Figure 10: UK households, by size, 2009-19
UK population growth continues
Figure 11: Trends in the age structure of the UK population, 2009-19
High importance attached to home care
Figure 12: Any agreement with attitudinal statements on home care, April 2014
Amount of time spent cleaning the home
Figure 13: Amount of time spent on average during a typical week cleaning the home, by gender, April 2014
Signals for having cleaned enough
Figure 14: Signals for having cleaned enough in the bathroom and kitchen, April 2014
Most people share a bathroom
Figure 15: Bathrooms, shower rooms, wet rooms or cloakrooms at home, 2012-14
WHO’S INNOVATING?
Key points
Launch activity focused on wide a range of products
Figure 16: New product launches in the UK hard surface cleaners and toilet care market, 2009-14
Figure 17: Examples of new product launches in the UK hard surface cleaners and toilet care market, 2013 and 2014
Own-label dominates NPD
Figure 18: New product launches in the UK hard surface cleaners and toilet care market, % share brands vs. own-label by sub-category, 2013
Figure 19: Examples of own-label product launches in the UK hard surface cleaners and toilet care market, 2013 and 2014
Large number of companies launching products
Figure 20: New product launches in the UK hard surface cleaners and toilet care market, % share by company (top 15 companies, based on launch activity for 2013), 2009-14
Four in 10 products make antibacterial claims
Figure 21: New product launches in the UK hard surface cleaners and toilet care market, % share by claims (based on top 10 claims for 2013), 2009-14
Figure 22: Examples of new product launches in the UK hard surface cleaners, toilet care and household polishes and specialist cleaners market making antibacterial claims, 2013 and 2014
Companies focusing on improving environmental credentials
Figure 23: Examples of new product launches in the UK hard surface cleaners and toilet care market making environmentally-friendly product claims, 2013 and 2014
Convenience increasingly important
Figure 24: Examples of new product launches in the UK hard surface cleaners and toilet care market making ease of use claims, 2013 and 2014
Most launches new products or range extensions
Figure 25: New product launches in the UK hard surface cleaners and toilet care market, % share by Launch type, 2009-14
Figure 26: Other examples of new product launches in the UK hard surface cleaners and toilet care market, 2013 and 2014
MARKET SIZE AND FORECAST
Key points
Steady growth in sales maintained
Figure 27: UK retail value sales and forecast of hard surface cleaners*, at current and constant prices, 2009-19
The future
Figure 28: Best- and worst-case forecast of UK retail sales of hard surface cleaners*, 2009-19
Forecast methodology
SEGMENT PERFORMANCE
Key points
Antibacterial and specialist products boosting sales
Figure 29: UK retail value sales of hard surface cleaners, by segment, 2010-14
Figure 30: Breakdown of UK retail value sales of multipurpose, kitchen and bathroom/shower cleaners, by segment, 2013
Figure 31: Breakdown of UK retail value sales of bleach, disinfectant and toilet care products, by segment, 2013
MARKET SHARE
Key points
Big four account for two thirds of total sales
Figure 32: Manufacturer value shares in the hard surface cleaners market*, years ending October 2013 and 2014
Figure 33: Brand value shares in the hard surface cleaners market*, years ending October 2013 and 2014
Flash leads but Dettol gains market share
Figure 34: Brand value shares for multipurpose, kitchen and floor cleaners, years ending October 2013 and 2014
Three brands vying for lead in bathroom and shower cleaning
Figure 35: Brand value shares for bathroom and shower cleaners, years ending October 2013 and 2014
Harpic the biggest brand in specialist toilet care
Figure 36: Brand value shares for specialist toilet care*, years ending October 2013 and 2014
Big own-label presence in bleaches market
Figure 37: Brand value shares for bleaches, years ending October 2013 and 2014
Furniture polish brands represent most polish sales
Figure 38: Brand value shares for household polishes*, years ending October 2013 and 2014
Specialist cleaners see growth in sales
Figure 39: Brand value shares for specialist cleaning products (including disinfectants)*, years ending October 2013 and 2014
COMPANIES AND PRODUCTS
Ecover
Background and structure
Product range and innovation
Figure 40: Examples of new product launches by Ecover in the hard surface cleaners and toilet care market, October 2013-September 2014
Marketing and advertising
Jeyes
Background and structure
Product range and innovation
Figure 41: Examples of new product launches by Jeyes in the hard surface cleaners and toilet care market, October 2013-September 2014
Figure 42: Examples of new product launches by Jeyes in the hard surface cleaners and toilet care market, October 2013-September 2014 (cont)
Marketing and advertising
McBride
Background and structure
Product range and innovation
Marketing and advertising
Procter & Gamble
Background and structure
Product range and innovation
Figure 43: Examples of new product launches by Procter & Gamble in the hard surface cleaners and toilet care market, October 2013-September 2014
Marketing and advertising
Reckitt Benckiser
Background and structure
Product range and innovation
Figure 44: Examples of new product launches by Reckitt Benckiser in the hard surface cleaners and toilet care market, October 2013-September 2014
Figure 45: Examples of new product launches by Reckitt Benckiser in the hard surface cleaners and toilet care market, October 2013-September 2014 (cont)
Marketing and advertising
SC Johnson
Background and structure
Product range and innovation
Figure 46: Examples of new product launches by SC Johnson in the hard surface cleaners and toilet care market, October 2013-September 2014
Figure 47: Examples of new product launches by SC Johnson in the hard surface cleaners and toilet care market, October 2013-September 2014
Marketing and advertising
Spotless Punch
Background and structure
Product range and innovation
Figure 48: Examples of new product launches by Spotless Punch in the hard surface cleaners and toilet care market, October 2013-September 2014
Thornton & Ross
Background and structure
Product range and innovation
Figure 49: Example of new product launches by Thornton & Ross in the hard surface cleaners and toilet care market, October 2013-September 2014
Marketing and advertising
Unilever
Background and structure
Product range and innovation
Figure 50: Examples of new product launches by Unilever in the hard surface cleaners and toilet care market, October 2013-September 2014
Figure 51: Examples of new product launches by Unilever in the hard surface cleaners and toilet care market, October 2013-September 2014 (cont)
Marketing and advertising
Other companies
Figure 52: Selected other companies and brands in the hard surface cleaners market, 2014
BRAND COMMUNICATION AND PROMOTION
Key points
Increase in 2014 total advertising
Figure 53: Main media advertising expenditure on hard surface cleaners *, 2010-14
All-purpose cleaners the most advertised products
Figure 54: Main media advertising expenditure on hard surface cleaners, by sub-category, 2011-14
RB the biggest advertising spender
Figure 55: Main media advertising expenditure on hard surface cleaners, by leading advertisers, 2011-14
New launches a big focus for advertising
Figure 56: Main media advertising expenditure on hard surface cleaners, by top 20 campaigns, 12 months to 30 September 2014
Figure 57: Main media advertising expenditure on hard surface cleaners, by brand, 12 months to 30 September 2014
TV advertising dominated spending
Figure 58: Main media advertising expenditure on hard surface cleaners, by media type, 2011-14
CHANNELS TO MARKET
Key points
Supermarkets dominate retail distribution
Figure 59: UK retail value sales of hard surface cleaners*, by outlet type, 2012-14
Discounters have a growing presence
THE CONSUMER – USAGE OF CLEANING PRODUCTS
Key points
Trigger sprays the dominant format
Figure 60: Usage of different types of hard surface cleaning product in the last six months, August 2014
Toilet cleaners most widely used specialist product
Figure 61: Usage of specialist household cleaning products in the last six months, August 2014
Wipes popular for freshening up the toilet
Wide selection of cleaning products used
Figure 62: Number of different types of hard surface cleaning and toilet care products used in the last six months, August 2014
THE CONSUMER – FACTORS INFLUENCING CHOICE
Key points
Cleaning power the all important factor
Figure 63: Importance of different factors when deciding what hard surface cleaning products to buy, August 2014
Convenience comes in a number of different forms
Figure 64: Influence of convenience factors on choice of hard surface cleaning products (% considering very important), by age, August 2014
Adding the finishing touches to a room
Figure 65: Influence of giving a shiny/smear-free finish and scent/fragrance on choice of hard surface cleaning products (% considering very important), by age, August 2014
Concerns for health and the environment
THE CONSUMER – INTEREST IN PRODUCT FEATURES
Key points
Extra cleaning power and preventative measures
Figure 66: Interest in features and/or benefits for hard surface cleaning products, August 2014
Health-related product benefits can command a price premium
Figure 67: Interest in and willingness to pay more for health-related features or benefits in hard surface cleaning products, by age of children in household, August 2014
More concentrated cleaning solutions need to emphasise value
Figure 68: Interest in and willingness to pay more for concentrated cleaning solutions in various formats in hard surface cleaning products, by age and socio-economic group, August 2014
THE CONSUMER – BUYING BEHAVIOUR
Key points
Special offers lowering average transaction values
Figure 69: Buying behaviour when shopping for hard surface cleaning products, August 2014
Figure 70: Taking advantage of special offers and promotions to save money on hard surface cleaning products, by generation, August 2014
Discount stores taking sales from major supermarkets
Figure 71: Changes over the last couple of years in where people buy cleaning products, by age, August 2014
Core group of cleaning product enthusiasts
THE CONSUMER – ATTITUDES TOWARDS HARD SURFACE CLEANING PRODUCTS
Key points
Significant concerns about chemicals in cleaning products
Figure 72: Attitudes towards hard surface cleaning products, August 2014
Household staples used by a third of people for cleaning
Figure 73: Usage of  vinegar, baking soda, and/or lemon as an alternative to conventional cleaning products, and trying to use surface cleaners with fewer chemicals, by generation, August 2014
Price and effectiveness not major barriers for all-natural products
APPENDIX – MARKET SIZE AND FORECAST
Figure 74: Best- and worst-case forecast for UK retail value sales of hard surface cleaners*, 2014-19
APPENDIX – WHO’S INNOVATING?
Figure 75: Breakdown of new product launches in the UK hard surface cleaners and toilet care market making antibacterial claims, % share by sub-category, January 2013-September 2014
Figure 76: New product launches in the UK hard surface cleaners and toilet care market, by packaging material, January 2010-September 2014

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