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Attitudes Towards Germs - UK - March 2014

“Continued growth in sales of germ-killing products will come from giving younger people in particular more information on hygiene and germ hotspots, as well as through promoting specific products as being better for use on surfaces coming into contact with food. Brands also have an opportunity across the wider household and personal care market to increase their sales by expanding their offer in categories where antibacterial claims are less common.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • Using fear of germs to grow market for existing germ-killing products
  • Adding value to germ-killing products to gain a competitive edge
  • Improving hygiene behaviour to stimulate future growth
  • Expanding the range of germ-killing products in undeveloped areas

The core market for germ-killing multipurpose cleaning products grew to an estimated £239 million in 2013, but the market for antibacterial household care products is much wider than this and the proportion of new launches in household care making antibacterial claims increased from 2009 to 2013. Hard surface and toilet cleaning account for the majority of claims, but research for this report shows considerable interest in antibacterial products in other categories.

The big question is whether this interest in antibacterial product variants in areas that currently have a limited focus on killing germs is strong enough to be able to be converted into regular sales and usage of products such as laundry cleansers, antibacterial kitchen roll, antibacterial cleaning cloths or scouring products and household fresheners that kill bacterial odours, etc.

This report looks at where bleaches, disinfectants and antibacterial cleaners are used in the home, which factors are most important in determining the choice between different products, interest in products with antibacterial features, and household and personal hygiene behaviour. It also looks at attitudes towards killing germs and the usage of germ-killing products, revealing a range of opinions that are important to understand when looking at future product development and hygiene campaign.

The number of products making antibacterial claims has been on the increase across household care, but how much more can people’s fear of germs be targeted to increase sales and frequency of usage of antibacterial and germ-killing products?

This report focuses on the market for multipurpose germ-killing cleaning products, including the following three sectors:

  • Bleaches, including thick and thin liquid bleaches and bleach sprays
  • Disinfectants, including disinfectant liquids and sprays, and antiseptic disinfectant
  • Antibacterial multipurpose cleaners.

The market size excludes other cleaning products with an antibacterial component, such as specialist toilet cleaners/fresheners, other hard surface cleaners for specific surfaces or rooms, and cleaning equipment, although these are referred to in the Who’s Innovating? section where the core germ-killing market is put into the context of all household care products making antibacterial claims.

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Hypothesis of report
        • Definitions
          • Abbreviations
          • Executive Summary

              • Market size
                • Figure 1: Best- and worst-case forecast of UK retail value sales of multipurpose germ-killing cleaning products*, 2008-18
              • Growth in germ-killing cleaning products
                • Bleach still the biggest category
                  • Figure 2: Breakdown of UK retail sales of multipurpose germ-killing cleaning products, 2013
                • Market factors
                  • More homes and more germs to kill
                    • Convenient cleaning but not at any price
                      • Companies, brands and innovation
                        • Domestos increases share of bleach sales
                          • Figure 3: Brand shares in value sales of bleaches, 2013
                        • Zoflora benefits from focus on fragrance
                          • Figure 4: Brand shares in value sales of disinfectants*, 2013
                        • Dettol leads in antibacterial cleaners
                          • Figure 5: Brand shares in value sales of antibacterial multipurpose cleaners, 2013
                        • Three categories account for over half of antibacterial claims
                          • Figure 6: Breakdown of new launches making antibacterial claims in the household care market, by product category, % of total antibacterial claims, 2013
                        • The consumer
                          • Focus of bleach on toilet cleaning
                            • Killing viruses as well as bacteria
                              • Figure 7: Factors considered most important when choosing germ-killing products for cleaning the home, November 2013
                            • Expanding the market for germ-killing products
                              • Figure 8: Interest in products with germ-killing features, November 2013
                            • Focusing on household and personal hygiene
                              • Figure 9: Household and personal hygiene behaviour, November 2013
                            • Large minority worried about germs
                              • Figure 10: Any agreement with statements about germs and hygiene, November 2013
                            • What we think
                            • Issues and Insights

                                • Using fear of germs to grow market for existing germ-killing products
                                  • The facts
                                    • The implications
                                      • Adding value to germ-killing products to gain a competitive edge
                                        • The facts
                                          • The implications
                                            • Improving hygiene behaviour to stimulate future growth
                                              • The facts
                                                • The implications
                                                  • Expanding the range of germ-killing products in undeveloped areas
                                                    • The facts
                                                      • The implications
                                                      • Trend Application

                                                          • Trend: Extend My Brand
                                                            • Trend: Factory Fear
                                                              • Mintel Futures: Generation Next
                                                              • Market Drivers

                                                                • Key points
                                                                  • More households means more germs to kill
                                                                    • Figure 11: UK households, by size, 2008-18
                                                                  • Bathrooms and toilets a major focus for germ-killing
                                                                    • Figure 12: Ownership of bathrooms and toilets, July 2013
                                                                    • Figure 13: Number of toilets in home, August 2013
                                                                  • Growing population to target for germ-killing products
                                                                    • Figure 14: Trends in the age structure of the UK population, 2008-18
                                                                  • Strong demand for disinfecting and convenience
                                                                    • Figure 15: Attitudes towards hard surface cleaners, September 2013
                                                                  • Economic recovery but continuing focus on price
                                                                    • Figure 16: GDP quarterly percentage change, Q1 2004-Q3 2013
                                                                    • Figure 17: Savvy shopping habits in the last 12 months, October 2013
                                                                  • Pets and killing germs
                                                                    • Figure 18: Pet ownership, July 2013
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Growth in antibacterial claims
                                                                      • Figure 19: Proportion of new launches in the household care market* making antibacterial claims, 2009-13
                                                                    • Wider germ-killing market
                                                                      • Figure 20: Breakdown of new launches making antibacterial claims in the household care market, by product category, % of total antibacterial claims, 2009-13
                                                                      • Figure 21: Importance of antibacterial claims in the household care market, % share of launches in selected categories making antibacterial claim, 2009-13
                                                                      • Figure 22: New launches in the household care market making antibacterial claims, % share by company, 2009-13
                                                                      • Figure 23: New launches in the household care market making antibacterial claims, % share by brand, 2009-13
                                                                      • Figure 24: Proportion of new launches in household care making antibacterial claims containing germ-related words in product descriptions, 2009-13
                                                                    • Bleaches and disinfectants
                                                                      • Figure 25: New product launches in bleaches and disinfectants, % share by own-label/branded, 2009-13
                                                                      • Figure 26: Examples of own-label product launches in bleaches and disinfectants market, 2013
                                                                      • Figure 27: New product launches in bleaches and disinfectants, % share by claim, 2009-13
                                                                      • Figure 28: Examples of new launches in bleaches and disinfectants making economy claims, 2013
                                                                    • Extensions and new packaging dominate 2013 launch activity
                                                                      • Figure 29: New product launches in bleaches and disinfectants, % share by launch type, 2009-13
                                                                      • Figure 30: Examples of new packaging launches in bleaches and disinfectants, 2013
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Bleaches drives continued growth in total spending
                                                                        • Figure 31: UK retail value sales of multipurpose germ-killing cleaning products*, at current and constant prices, 2008-18
                                                                      • Antibacterial multipurpose cleaners show strongest growth
                                                                        • Figure 32: UK retail value sales of multipurpose germ-killing cleaning products, by sector, 2008-13
                                                                      • The future
                                                                        • Figure 33: Best- and worst-case forecast of UK retail sales of multipurpose germ-killing cleaning products*, 2008-18
                                                                      • Forecast methodology
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Bleaches drive solid growth in sales
                                                                            • Figure 34: UK retail value sales and forecast of bleaches and disinfectants, at current and constant prices, 2008-18
                                                                          • Sprays and wipes boost antibacterial cleaners
                                                                            • Figure 35: UK retail value sales and forecast of antibacterial multipurpose cleaners, at current and constant prices, 2008-18
                                                                        • Market Share

                                                                          • Key points
                                                                            • Domestos shows strong growth in value sales
                                                                              • Figure 36: Brand shares in value sales of bleaches, 2012 and 2013
                                                                            • Zoflora growth sales in declining market
                                                                              • Figure 37: Brand shares in value sales of disinfectants*, 2012 and 2013
                                                                            • Dettol the dominant brand in antibacterial cleaners
                                                                              • Figure 38: Brand shares in value sales of antibacterial multipurpose cleaners, 2012 and 2013
                                                                          • Brand Communication and Promotion

                                                                            • Key points
                                                                              • Fall in advertising specific to bleaches and disinfectants
                                                                                • Figure 39: Main media advertising expenditure on bleaches and disinfectants, 2009-13
                                                                                • Figure 40: Main media advertising expenditure on bleaches and disinfectants, by advertiser, 2009-13
                                                                              • Domestos dominates 2013 spending
                                                                                • Figure 41: Main media advertising expenditure on bleaches and disinfectants, by advertiser and brand, 2009-13
                                                                              • Greater focus on multipurpose cleaners
                                                                                • Figure 42: Main media advertising expenditure on hard surface cleaning products, by category, 2010-13
                                                                            • Channels to Market

                                                                              • Key points
                                                                                • Grocery multiples dominate distribution
                                                                                  • Figure 43: Retail distribution of bleaches, disinfectants and antibacterial multipurpose cleaners, 2011-13
                                                                                • Discount chains increase store numbers
                                                                                • The Consumer – Usage of Germ-killing Products

                                                                                  • Key points
                                                                                    • Bleach usage focused on bathrooms and toilets
                                                                                      • Figure 44: Usage of germ-killing products in the home, by where used, November 2013
                                                                                    • Multipurpose cleaners used most on kitchen surfaces
                                                                                      • A third of people bleach cleaning cloths or mops
                                                                                        • Few products used for five or more purposes
                                                                                            • Figure 45: Number of different uses for germ-killing products, by type of product, November 2013
                                                                                        • The Consumer – Factors Influencing Choice

                                                                                          • Key points
                                                                                            • Desire to kill a range of bacteria and viruses
                                                                                              • Figure 46: Factors considered most important when choosing germ-killing products for cleaning the home, November 2013
                                                                                              • Figure 47: Importance of killing a range of bacteria and a range of viruses when choosing germ-killing products, November 2013
                                                                                            • Power to remove stains also important
                                                                                              • Sprays more popular than wipes
                                                                                                  • Figure 48: Importance of germ-killing products being available as sprays or wipes, by age, November 2013
                                                                                                • Low price has more influence than brand
                                                                                                    • Figure 49: Importance of low price and being a well-known brand when choosing germ-killing products, November 2013
                                                                                                  • Added benefits a low priority
                                                                                                  • The Consumer – Interest in Product Features

                                                                                                    • Key points
                                                                                                      • Strong interest in removing bacterial odours
                                                                                                        • Figure 50: Interest in products with germ-killing features, November 2013
                                                                                                      • Killing germs in low-temperature washes
                                                                                                          • Figure 51: Interest in laundry products with antibacterial properties, by age, November 2013
                                                                                                        • Ongoing germ protection for hard surfaces
                                                                                                          • Electronic technology a breeding ground for germs
                                                                                                              • Figure 52: Interest in laundry products with antibacterial properties, by age, November 2013
                                                                                                            • Paper products with antibacterial properties
                                                                                                                • Figure 53: Interest in household paper products with antibacterial properties, by presence of children, November 2013
                                                                                                              • Keeping germ-free when away from home
                                                                                                              • The Consumer – Germ-killing Behaviour

                                                                                                                • Key points
                                                                                                                  • Need to encourage more thorough hand washing
                                                                                                                    • Figure 54: Household and personal hygiene behaviour, November 2013
                                                                                                                    • Figure 55: Hand washing behaviour, by age, November 2013
                                                                                                                  • Still room for growth for antibacterial hand wash
                                                                                                                    • Food preparation surfaces disinfected more after contact with raw food
                                                                                                                        • Figure 56: Disinfecting of food preparation surfaces, by age, November 2013
                                                                                                                      • Types of germ-killing household and personal hygiene behaviour
                                                                                                                        • Figure 57: Repertoire of household and personal hygiene behaviour, November 2013
                                                                                                                    • The Consumer – Attitudes towards Germs and Hygiene

                                                                                                                      • Key points
                                                                                                                        • Viruses and harmful bacteria a significant worry
                                                                                                                          • Figure 58: Attitudes towards germs and hygiene, November 2013
                                                                                                                          • Figure 59: Any agreement with statements about germs and hygiene, November 2013
                                                                                                                          • Figure 60: Incidence of worrying about viruses or harmful bacteria, by age, November 2013
                                                                                                                        • But too much concern can be an obsession
                                                                                                                          • Opinion divided on impact of media
                                                                                                                            • Concerns about using too many chemicals for cleaning
                                                                                                                                • Figure 61: Concerns about the impact of chemical-based cleaning products, by age, November 2013
                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                • Figure 62: Best- and worst-case forecast for UK retail value sales of multipurpose germ-killing cleaning products*, at current prices, 2013-18
                                                                                                                            • Appendix – Segment Performance

                                                                                                                                • Figure 63: Best- and worst-case forecast of UK retail value sales of bleaches and disinfectants*, 2008-18
                                                                                                                                • Figure 64: Best- and worst-case forecast for UK retail value sales of bleaches and disinfectants*, at current prices, 2013-18
                                                                                                                                • Figure 65: Best- and worst-case forecast of UK retail value sales of antibacterial multipurpose cleaners, 2008-18
                                                                                                                                • Figure 66: Best- and worst-case forecast for UK retail value sales of antibacterial multipurpose cleaners, at current prices, 2013-18
                                                                                                                            • Appendix – The Consumer – Usage of Germ-killing Products

                                                                                                                                • Figure 67: Usage of germ-killing products in the home, by where used, November 2013
                                                                                                                                • Figure 68: Usage of germ-killing products in the home, by where used – Bleaches, by demographics, November 2013
                                                                                                                                • Figure 69: Usage of germ-killing products in the home, by where used – Bleaches, by demographics, November 2013 (continued)
                                                                                                                                • Figure 70: Usage of germ-killing products in the home, by where used – Liquid disinfectants, by demographics, November 2013
                                                                                                                                • Figure 71: Usage of germ-killing products in the home, by where used – Liquid disinfectants, by demographics, November 2013 (continued)
                                                                                                                                • Figure 72: Usage of germ-killing products in the home, by where used – Liquid disinfectants, by demographics, November 2013 (continued)
                                                                                                                                • Figure 73: Usage of germ-killing products in the home, by where used – Multi-purpose antibacterial hard surface cleaners, by demographics, November 2013
                                                                                                                                • Figure 74: Usage of germ-killing products in the home, by where used – Multi-purpose antibacterial hard surface cleaners, by demographics, November 2013 (continued)
                                                                                                                                • Figure 75: Number of different uses for germ-killing products, by type of product, November 2013
                                                                                                                                • Figure 76: Number of different uses for bleaches in the home, by demographics, November 2013
                                                                                                                                • Figure 77: Number of different uses for liquid disinfectants in the home, by demographics, November 2013
                                                                                                                                • Figure 78: Number of different uses for multi-purpose antibacterial hard surface cleaners in the home, by demographics, November 2013
                                                                                                                            • Appendix – The Consumer – Factors Influencing Choice

                                                                                                                                • Figure 79: Factors considered most important when choosing germ-killing products for cleaning the home, November 2013
                                                                                                                                • Figure 80: Factors considered most important when choosing germ-killing products for cleaning the home, by demographics, November 2013
                                                                                                                                • Figure 81: Factors considered most important when choosing germ-killing products for cleaning the home, by demographics, November 2013 (continued)
                                                                                                                                • Figure 82: Factors considered most important when choosing germ-killing products for cleaning the home, by demographics, November 2013 (continued)
                                                                                                                            • Appendix – The Consumer – Interest in Product Features

                                                                                                                                • Figure 83: Interest in products with germ-killing features, November 2013
                                                                                                                                • Figure 84: Interest in products with germ-killing features, by demographics, November 2013
                                                                                                                                • Figure 85: Interest in products with germ-killing features, by demographics, November 2013 (continued)
                                                                                                                                • Figure 86: Interest in products with germ-killing features, by demographics, November 2013 (continued)
                                                                                                                            • Appendix – The Consumer – Germ-killing Behaviour

                                                                                                                                • Figure 87: Household and personal hygiene behaviour, November 2013
                                                                                                                                • Figure 88: Household and personal hygiene behaviour, by demographics, November 2013
                                                                                                                                • Figure 89: Household and personal hygiene behaviour, by demographics, November 2013 (continued)
                                                                                                                                • Figure 90: Number of different types of household and personal hygiene behaviour, by demographics, November 2013
                                                                                                                            • Appendix – The Consumer – Attitudes towards Germs and Hygiene

                                                                                                                                • Figure 91: Attitudes towards germs and hygiene, November 2013
                                                                                                                                • Figure 92: Agreement with the statement ‘Worrying too much about germs can become an obsessive compulsion’, by demographics, November 2013
                                                                                                                                • Figure 93: Agreement with the statement ‘Having a home that looks clean is more important than having one that is free from germs’, by demographics, November 2013
                                                                                                                                • Figure 94: Agreement with the statement ‘Media stories have made me focus more on hygiene’, by demographics, November 2013
                                                                                                                                • Figure 95: Agreement with the statement ‘Advertising focusing on germs scares me into buying germ-killing products’, by demographics, November 2013
                                                                                                                                • Figure 96: Agreement with the statement ‘I worry about coming into contact with viruses’, by demographics, November 2013
                                                                                                                                • Figure 97: Agreement with the statement ‘I worry about getting food poisoning from harmful bacteria’, by demographics, November 2013
                                                                                                                                • Figure 98: Agreement with the statement ‘I’m more prone to getting ill so I prefer to use germ-killing products to protect myself’, by demographics, November 2013
                                                                                                                                • Figure 99: Agreement with the statement ‘Exposure to some germs is good for building up your immune system’, by demographics, November 2013
                                                                                                                                • Figure 100: Agreement with the statement ‘There is no need to kill all germs as most are not harmful’, by demographics, November 2013
                                                                                                                                • Figure 101: Agreement with the statement ‘I worry about the impact on my health of using too many chemical-based cleaning products’, by demographics, November 2013
                                                                                                                                • Figure 102: Agreement with the statement ‘I worry about the environmental impact of using too many chemical-based cleaning products’, by demographics, November 2013
                                                                                                                                • Figure 103: Agreement with the statement ‘Containing natural ingredients is more important than powerful germ defence in cleaning products’, by demographics, November 2013

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                                                                                                                            Attitudes Towards Germs - UK - March 2014

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