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Bleaches and Disinfectants - UK - March 2011

Bleaches and disinfectants is a mature market that has shown a decline in retail value sales due to increasing competition from other products for the main cleaning tasks undertaken using these products, including other toilet care products and all-purpose, anti-bacterial cleaners. Raising prices that would boost value has also proved difficult, especially with limited scope for adding value.

  • More than eight out of ten main shoppers use bleach in their home, with only slightly fewer people using disinfectant. Heavy usage of bleach is, however, biased towards older age groups within the population.
  • While the getting rid of stains was seen as less important for disinfectant (31%) than bleaches (49%), 16-34-year-olds were more likely to consider this important for disinfectant. This suggests going forward disinfectant brands will need to focus on being all-purpose cleaning products to appeal to a younger generation of users who are less likely to see disinfectant purely for getting rid of germs.
  • With homes getting smaller and more open plan odour neutralisation and air care will become more important and a number of areas where disinfectants are used could benefit from leaving a pleasant fragrance, including bins, kitchen cloths and areas used by pets.
  • Getting a good price for thick bleach is not a problem for shoppers, with a wide range of ‘discount’ options available, including special offers and products from discount stores. Discount stores have prospered during the economic downturn and one in five users of bleach or disinfectant sometimes buys at discount outlets such as Wilkinson or the pound stores.
  • Both the media and advertising continue to bombard us all with messages about the dangers of germs lurking in every corner of the home and the overwhelming response among three quarters of the population is that we are all getting too obsessed with germs. An opportunity exists for more naturally-based cleaning products, such as probiotic ranges that just focus on killing harmful germs.
  • Cleaning products containing more natural ingredients could also benefit from concerns about the environmental impact of chemically-based cleaning products, although for the foreseeable future the fear factor is likely to remain a big driver of purchases of products to kill bacteria on a variety of items or surfaces in the home.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Issues in the Market

            • What factors are most likely to drive sales in market?
              • How widely are bleaches and disinfectants used in the home?
                • What factors are most important to those buying these products?
                  • To what extent does price influence shopping behaviour?
                    • Are there any signs of a backlash against obsession with germs?
                    • Future Opportunities

                        • Trend: Totophobia
                          • Trend: Purity
                          • Executive Summary

                              • The market
                                • Figure 1: Forecast of UK retail sales of bleaches and disinfectants, at current prices, 2005-15
                              • Increasing competition from other cleaning formats
                                • Decline in sales recorded in 2010
                                  • Retailers drive down prices
                                    • Thick bleach the bulk of the market
                                      • Market factors
                                        • Satisfaction in a clean home
                                          • More households with more bathrooms
                                            • Avenues for growth limited
                                              • Companies, brands and innovation
                                                • Domestos leads bleaches market
                                                  • Burst of new product launches starts 2011
                                                    • Fall in advertising for bleaches
                                                      • The consumer
                                                        • Figure 2: Main uses of bleaches and disinfectants in the home, January 2011
                                                      • Cleaning toilets top use for bleaches
                                                        • Performance and price the biggest factors
                                                          • Figure 3: Most important factors when buying bleaches/disinfectants, January 2011
                                                        • Well-known brands have strong appeal
                                                          • Figure 4: Buying behaviour when shopping for bleaches/disinfectants, January 2011
                                                        • Striking a balance between hygiene and obsession
                                                          • Figure 5: Attitudes towards germs, January 2011
                                                        • What we think
                                                        • Internal Market Environment

                                                          • Key points
                                                            • Household chores a significant demand on time
                                                              • Figure 6: Amount of time spent on average weekday on household chores (cleaning, washing, gardening, etc), 2006-10
                                                              • Figure 7: Frequency of various cleaning tasks in the home, November 2010
                                                            • Strong desire for a clean home
                                                              • Figure 8: Trends in agreement with selected attitudes towards housework, 2006-10
                                                            • Help with household chores a rarity
                                                              • Figure 9: Trends in paid help at home with household chores, 2006-10
                                                            • Sustainability likely to increase in importance
                                                            • Broader Market Environment

                                                              • Key points
                                                                • More bathrooms a boost to the market
                                                                  • Figure 10: Trends in number of bathrooms in the home, 2006-10
                                                                • Projected growth in household numbers
                                                                  • Figure 11: UK households, by size, 2005-15
                                                                • Ageing population and more young children
                                                                  • Figure 12: Trends in the age structure of the UK population, 2005-15
                                                                  • Figure 13: Population trends, by socio-economic group, 2005-15
                                                                • Household budgets under pressure
                                                                  • Figure 14: Trends in how respondents would describe their financial situation, February 2009-February 2011
                                                                  • Figure 15: Trends in the impact of the economic downturn on consumers, February 2009-February 2011
                                                                  • Figure 16: Trends in consumer sentiment for the coming year, February 2009-February 2011
                                                              • Strengths and Weaknesses in the Market

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Killing germs the major focus of claims
                                                                        • Figure 17: New product launches in the UK bleaches and disinfectants market, by claims, 2008-10
                                                                      • Brands top new product launch activity
                                                                        • Figure 18: New product launches in the UK bleaches and disinfectants market, brand vs. own-label, 2008-10
                                                                        • Figure 19: New product launches by top companies in the UK bleaches and disinfectants market, 2008-10
                                                                      • Widening range of fragrances
                                                                        • Figure 20: New product launches in the UK bleaches and disinfectants market, by fragrance component group, 2008-10
                                                                      • Mixture of new products, formulations and varieties
                                                                        • Figure 21: New product launches in the UK bleaches and disinfectants market, by launch type, 2008-10
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Bleaches and disinfectants underperforms household care
                                                                          • Figure 22: Comparison of sales of bleaches and disinfectants with other household care markets, 2005-10
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Mature market with growing competition
                                                                            • Figure 23: UK retail value sales of bleaches and disinfectants, at current and constant prices, 2005-15
                                                                          • Thick bleaches the bulk of the market
                                                                            • Figure 24: UK retail sales of bleaches and disinfectants, by sector, at current prices, 2005-15
                                                                          • The future
                                                                            • Figure 25: Forecast of UK retail sales of bleaches and disinfectants, at current prices, 2005-15
                                                                          • Forecast methodology
                                                                          • Market Shares

                                                                            • Key points
                                                                              • Domestos leads bleaches market
                                                                                • Figure 26: Brand shares in value sales of bleaches, 2010
                                                                              • Dettol the leading disinfectant
                                                                                • Figure 27: Brand shares in value sales of disinfectants, 2010
                                                                            • Companies and Products

                                                                              • Jeyes
                                                                                • Reckitt Benckiser
                                                                                  • Thornton & Ross
                                                                                    • Unilever
                                                                                      • Robert McBride
                                                                                      • Channels to Market

                                                                                        • Key points
                                                                                          • Grocery multiples dominate market
                                                                                            • Figure 28: Retail distribution of bleaches and disinfectants, 2008-10
                                                                                          • Discounters benefit from the recession
                                                                                          • Brand Communication and Promotion

                                                                                            • Key points
                                                                                              • Decline in advertising of bleaches
                                                                                                • Figure 29: Main media advertising expenditure on bleaches, 2007-10
                                                                                              • Domestos reduces its spending
                                                                                                • Figure 30: Main media advertising expenditure on bleaches, by advertiser and brand, 2007-10
                                                                                              • TV advertising dominates spending
                                                                                                • Figure 31: Breakdown of main media advertising expenditure on bleaches, 2010
                                                                                            • Consumer – Use of Bleaches and Disinfectants

                                                                                              • Key points
                                                                                                • High usage levels for domestic bleaches
                                                                                                    • Figure 32: Trends in usage of domestic bleaches, 2006-10
                                                                                                  • Widespread usage and buying for bleaches and disinfectants
                                                                                                      • Figure 33: Buying and usage of bleaches and disinfectants, January 2011
                                                                                                    • Reasons to use bleach and disinfectant
                                                                                                      • Toilets top usage for bleaches
                                                                                                          • Figure 34: Uses of bleaches in the home, January 2011
                                                                                                        • Disinfectants for work surfaces and floors
                                                                                                            • Figure 35: Uses of disinfectant in the home, January 2011
                                                                                                        • Consumer – Factors Influencing Purchase

                                                                                                          • Key points
                                                                                                            • Power to kill germs most important
                                                                                                                • Figure 36: Important factors when buying bleaches and/or disinfectants, January 2011
                                                                                                                • Figure 37: Importance of the power to kill germs when buying bleaches and disinfectants, by age, January 2011
                                                                                                              • Thick bleach seen as more effective
                                                                                                                  • Figure 38: Importance of concentration/thickness when buying bleaches and disinfectant, by age, January 2011
                                                                                                                • Removing stains as well as germs
                                                                                                                    • Figure 39: Importance of the power to clean/remove stains when buying bleaches and disinfectant, by age, January 2011
                                                                                                                  • Added benefits another consideration
                                                                                                                    • Easier-to-use formats and more fragrances
                                                                                                                      • Special offers more important than particular brands
                                                                                                                        • Recyclability not the biggest issue
                                                                                                                        • Consumer Buying Behaviour

                                                                                                                          • Key points
                                                                                                                            • Well-known brands important in market
                                                                                                                                • Figure 40: Consumer buying behaviour when shopping for bleaches and disinfectants, January 2011
                                                                                                                              • Own-label, but not always the cheapest
                                                                                                                                • Making the most of special offers
                                                                                                                                    • Figure 41: Taking advantage of special offers to stock up when shopping for bleaches and disinfectants, by age, January 2011
                                                                                                                                  • Discount outlets picking up significant sales
                                                                                                                                      • Figure 42: Sometimes buying at discount outlets when shopping for bleaches and disinfectants, by age and socio-economic group, January 2011
                                                                                                                                  • Consumer – Attitudes Towards Germs

                                                                                                                                    • Key points
                                                                                                                                      • Getting over-obsessed about germs
                                                                                                                                          • Figure 43: Statements on cleaning home and getting rid of germs, January 2011
                                                                                                                                          • Figure 44: Agreement with statement: “Children need exposure to some dirt/germs to build up immune systems”, by age and socio-economic group, January 2011
                                                                                                                                        • Fear factor a powerful driver of sales
                                                                                                                                            • Figure 45: Agreement with statement: “I worry about germs in my home”, by age and presence of children in household, January 2011
                                                                                                                                          • Hygiene in household and personal care
                                                                                                                                            • Hand washing increases with arrival of children
                                                                                                                                              • Figure 46: Agreement with statements: “We always use anti-bacterial hand wash in my home’ and ‘I usually carry hand sanitizer with me’, by age and presence of children in household, January 2011
                                                                                                                                            • Environmental concerns about heavy usage
                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                • Figure 47: Time spent on household chores, by demographics, 2010
                                                                                                                                                • Figure 48: Time spent on household chores, by demographics, 2010
                                                                                                                                                • Figure 49: Selected attitudes towards housework, by demographics, 2010
                                                                                                                                                • Figure 50: Paid help at home with household chores, by demographics, 2010
                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                • Figure 51: Best case/worst case forecast for UK retail sales of bleaches and disinfectants, at current prices, 2005-15
                                                                                                                                                • Figure 52: Forecast of UK retail sales of bleaches, at current prices, 2005-15
                                                                                                                                                • Figure 53: Best case/worst case forecast for UK retail sales of bleaches, at current prices, 2005-15
                                                                                                                                                • Figure 54: Forecast of UK retail sales of disinfectants, at current prices, 2005-15
                                                                                                                                                • Figure 55: Best case/worst case forecast for UK retail sales of disinfectants, at current prices, 2005-15
                                                                                                                                            • Appendix – Usage of Bleaches and Disinfectants

                                                                                                                                                • Figure 56: Usage of domestic bleaches, by demographics, 2010
                                                                                                                                                • Figure 57: Buying and usage of bleaches, by demographics, January 2011
                                                                                                                                                • Figure 58: Buying and usage of disinfectant, by demographics, January 2011
                                                                                                                                                • Figure 59: Most popular bleaches products used in home, by demographics, January 2011
                                                                                                                                                • Figure 60: Next most popular bleaches products used in home, by demographics, January 2011
                                                                                                                                                • Figure 61: Most popular disinfectant products used in home, by demographics, January 2011
                                                                                                                                                • Figure 62: Next most popular disinfectant products used in home, by demographics, January 2011
                                                                                                                                                • Figure 63: Other disinfectant products used in home, by demographics, January 2011
                                                                                                                                            • Appendix – Factors Influencing Purchasing

                                                                                                                                                • Figure 64: Most popular factors when buying bleaches, by demographics, January 2011
                                                                                                                                                • Figure 65: Next most popular factors when buying bleaches, by demographics, January 2011
                                                                                                                                                • Figure 66: Most popular factors when buying disinfectant, by demographics, January 2011
                                                                                                                                                • Figure 67: Next most popular factors when buying disinfectant, by demographics, January 2011
                                                                                                                                            • Appendix – Consumer Buying Behaviour

                                                                                                                                                • Figure 69: Most popular attitude towards shopping for bleaches, by demographics, January 2011
                                                                                                                                                • Figure 70: Next most popular attitude towards shopping for bleaches, by demographics, January 2011
                                                                                                                                                • Figure 71: Most popular attitude towards shopping for disinfectants, by demographics, January 2011
                                                                                                                                                • Figure 72: Next most popular attitude towards shopping for disinfectants, by demographics, January 2011
                                                                                                                                            • Appendix – Attitudes Towards Germs

                                                                                                                                                • Figure 73: Agreement with the statement “Children need exposure to some dirt/germs to build up immune systems”, by demographics, January 2011
                                                                                                                                                • Figure 74: Agreement with the statement “These days we are too obsessed with germs”, by demographics, January 2011
                                                                                                                                                • Figure 75: Agreement with the statement “I worry about germs in my home”, by demographics, January 2011
                                                                                                                                                • Figure 76: Agreement with the statement “It’s important to regularly wash your hands throughout the day”, by demographics, January 2011
                                                                                                                                                • Figure 77: Agreement with the statement “We always use antibacterial hand wash in my home”, by demographics, January 2011
                                                                                                                                                • Figure 78: Agreement with the statement “I usually carry hand sanitizer with me”, by demographics, January 2011
                                                                                                                                                • Figure 79: Agreement with the statement “I usually carry wet wipes with me”, by demographics, January 2011
                                                                                                                                                • Figure 80: Agreement with the statement “I am more concerned about my home looking clean than being free from germs”, by demographics, January 2011
                                                                                                                                                • Figure 81: Agreement with the statement “Using too much bleach or disinfectant is bad for the environment”, by demographics, January 2011
                                                                                                                                                • Figure 82: Agreement with the statement “I look at products to see what germs they kill”, by demographics, January 2011
                                                                                                                                                • Figure 83: Agreement with the statement “I am more concerned about germs than I used to be”, by demographics, January 2011
                                                                                                                                                • Figure 84: Agreement with the statement “Advertising makes me think more about germs and bacteria”, by demographics, January 2011

                                                                                                                                            Companies Covered

                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                            • Asda Group Ltd
                                                                                                                                            • Bank of England
                                                                                                                                            • Co-operative Group
                                                                                                                                            • Council of Mortgage Lenders
                                                                                                                                            • Dylon International Limited
                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                            • J. Sainsbury
                                                                                                                                            • Kantar Media
                                                                                                                                            • Lidl (UK)
                                                                                                                                            • Marks & Spencer
                                                                                                                                            • Procter & Gamble UK & Ireland
                                                                                                                                            • Reckitt Benckiser (UK)
                                                                                                                                            • Somerfield
                                                                                                                                            • Tesco Plc
                                                                                                                                            • Thornton and Ross Ltd
                                                                                                                                            • Unilever Plc
                                                                                                                                            • Waitrose
                                                                                                                                            • Wm Morrison Supermarkets

                                                                                                                                            Bleaches and Disinfectants - UK - March 2011

                                                                                                                                            £1,995.00 (Excl.Tax)