Toilet Cleaning, Bleaches and Disinfectants - UK - April 2016

OVERVIEW
What you need to know
Products covered in this report
Excluded
EXECUTIVE SUMMARY
Retail value sales falling
Figure 1: Best- and worst-case forecast for UK value sales of toilet cleaners and care products, bleaches and disinfectants, 2010-20
All segments experience fall in value
Figure 2: Value sales of toilet care products, bleaches and disinfectants category, percentage share by segment, 2015
Total product launches have fallen
Figure 3: New product development in the toilet cleaning, bleaches and disinfectants category, by sub-category, 2012-15
Perceptions of bleach are most positive
Figure 4: Frequency of using toilet cleaning products in the last 6 months, January 2016
Figure 5: Comparison of products for cleaning the toilet, January 2016
Multifunctional inches ahead of specialised
Figure 6: Attitudes towards using multifunctional products vs separate products, January 2016
Fragrance is a key feature
Figure 7: Factors considered most important when choosing toilet care products to buy, any rank, January 2016
Figure 8: Fragrance preferences for toilet cleaning/freshening products, any rank, January 2016
Younger adults need help
Figure 9: Triggers for cleaning the toilet, January 2016
What we think
ISSUES AND INSIGHTS
Adding value to the bleach segment
The facts
The implications
Relieving pressure on specialist products
The facts
The implications
Engaging younger consumers
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Retail value sales in decline
All segments falter
Cleaning products bought alongside groceries
More people means more cleaning
Increasing consumer confidence means trading up potential
MARKET SIZE AND FORECAST
Retail value sales falling
Figure 10: UK retail value sales of toilet cleaning and care products, bleaches and disinfectants at current and constant prices, 2010-20
A decline followed by a return to growth
Figure 11: Best- and worst-case forecast for UK value sales of toilet cleaners and care products, bleaches and disinfectants, 2010-20
SEGMENT PERFORMANCE
All segments experience fall in value
Figure 12: Value sales of toilet care products, bleaches and disinfectants, by segment, 2013-15
Bleaches benefit from positive perceptions
Multipurpose products also putting pressure on liquid toilet cleaners
CHANNELS TO MARKET
Supermarket sales remain strongest
Figure 13: UK retail value sales of toilet care products, bleaches and disinfectants, by outlet type, 2013-15
MARKET DRIVERS
Increasing population
Figure 14: Trends in the age structure of the UK population, 2010-20
Birth rate continues to drive increase in families
Figure 15: Number of live births in the UK, 2000-14
Smaller households offer opportunities
Figure 16: UK households, by size, 2010-20
Confident consumers could translate into more spend
Figure 17: Trends in consumer sentiment regarding financial situation for the coming year, February 2009-16
Entertainers make cleaning the toilet a priority
Figure 18: Tasks prioritised when preparing for the visit of guests (top five), August 2014
Health and regulation
New labelling
Toilet cleaners adding to indoor pollution
Growing influence of discounters
Figure 19: Main store and other stores used for buying household care products in the past six months, April 2015
Scope for more bathrooms in most homes
Figure 20: Number of bathrooms/shower/wet rooms and toilet/cloakrooms in home, January 2015
KEY PLAYERS – WHAT YOU NEED TO KNOW
Market leaders maintain their position
True innovation on the wane
Brands fight back against own label
Majority of launches antibacterial
Total recorded adspend falls
Reckitt Benckiser increases adspend
MARKET SHARE
Quarter of all value sales attributed to Domestos
Figure 21: Brand value shares for toilet cleaning and care products, bleaches and disinfectants, years ending November, 2014 and 2015
Toilet Duck remains leader in toilet cleaning products
Figure 22: Brand value shares for toilet cleaning and care products, years ending November, 2014 and 2015
Domestos increases market share in bleaches
Figure 23: Brand value shares for household bleaches, years ending November, 2014 and 2015
Dettol strengthens position in disinfectants
Figure 24: Brand value shares for disinfectants, years ending November, 2014 and 2015
LAUNCH ACTIVITY AND INNOVATION
Total product launches have fallen
Figure 25: New product development in the toilet cleaning, bleaches and disinfectant category, by sub-category, 2012-15
Figure 26: Examples of launches in the toilet (bowl) cleaners segment, 2015
Focus on range extensions
Figure 27: New product development in the toilet cleaning, bleaches and disinfectants category, by launch type, 2012-15
Brands respond to pressure from own label
Figure 28: New product development in the toilet cleaning, bleaches and disinfectants category, own-label vs branded, 2012-15
Jeyes most active in 2015
Figure 29: New product development in the toilet cleaning, bleaches and disinfectants category, top ultimate companies and other, 2015
Figure 30: Examples of new product launches from Jeyes under the Bloo and Parozone brands, January 2015-March 2016
Figure 31: Examples of Domestos (Unilever) product launches, 2015
More than half of launches focus on antibacterial
Figure 32: Leading claims in the toilet cleaning, bleaches and disinfectants category, based on top 10 for 2015, 2014-15
Fragrance launches match those favoured by buyers
Figure 33: Leading fragrances of new launches in the toilet cleaning, bleaches and disinfectants category, based on top 10 for 2015, 2014-15
BRAND COMMUNICATION AND PROMOTION
Total adspend falls marginally on 2014
Figure 34: Total above-the line, online display and direct mail advertising expenditure on toilet cleaners, bleaches and disinfectants, 2012-15
Focus remains on cleaners and fresheners
Figure 35: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning, bleaches and disinfectants, by sub-category, 2012-15
Reckitt Benckiser increases adspend
Figure 36: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning, bleaches and disinfectants, by main advertisers in 2015, 2012-15
TV dominates spend
Figure 37: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning, bleaches and disinfectants, by media type, 2012-15
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
Gender gap still present
Bleach most popular
Antibacterial and fragrance influence purchase most strongly
Bleach perceived as offering most functional benefits
Brands and specialists face difficulty in differentiating themselves
Certain groups in need of guidance
Fragrance preferences
TOILET CLEANING AND BUYING RESPONSIBILITY
Women take greater responsibility for cleaning and buying
Figure 38: Responsibility for buying toilet cleaning products, by gender, January 2016
Figure 39: Responsibility for cleaning the toilet(s), by gender, January 2016
PRODUCT USAGE AND FREQUENCY
Bleach most popular for keeping toilets clean
Figure 40: Frequency of using toilet cleaning products in the last 6 months, January 2016
Multi-purpose cleaners pose a threat
Wipes may not be comprehensive enough for toilet care
Penetration of flush treatment products highest among young men
Figure 41: Frequency of replacing flush treatment products, January 2016
IMPORTANT PURCHASING FACTORS
Fragrance is a key driver
Figure 42: Factors considered most important when choosing toilet care products to buy, any rank, January 2016
Environmental impact concerns few buyers
PRODUCT COMPARISONS
Perceptions of bleach are most positive
Figure 43: Comparison of products for cleaning the toilet, January 2016
Liquid/gel toilet cleaner perceived as offering less functionality
ATTITUDES AND BEHAVIOURS TOWARDS CLEANING THE TOILET
Bleach is bleach
Figure 44: Attitudes towards branded vs own-label bleach, January 2016
Multifunctional inches ahead of specialised
Figure 45: Attitudes towards using multifunctional products vs separate products, January 2016
Young adults need visual cues
Figure 46: Triggers for cleaning the toilet, January 2016
To flush, or not to flush
Figure 47: Use of flush after cleaning the toilet, January 2016
Storage of cleaning products
Figure 48: Attitudes towards storage of toilet cleaning products, January 2016
Influence of advertising
Figure 49: Influence of advertising for toilet care on product purchase, January 2016
FRAGRANCE PREFERENCES
Most consumers prefer traditional scents
Figure 50: Fragrance preferences for toilet cleaning/freshening products, any rank, January 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Fan chart forecast
APPENDIX – THE MARKET
Figure 51: UK retail value sales of toilet cleaning and care products, at current and constant prices, 2010-20
Figure 52: UK retail value sales of household bleaches, at current and constant prices, 2010-20
Figure 53: UK retail value sales of disinfectants, at current and constant prices, 2010-20