Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Bleaches and Disinfectants - UK - March 2012

“With only a limited number of possible selling points for bleach, offering longer protection against germs is an important product differentiator for market-leading brand Domestos. But consumers also want bleaches to remove stains and limescale, so these aspects of the product (including added ingredients) could also be promoted more heavily, as well as a wider range of cleaning/disinfecting uses around the home.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • What factors are having the biggest influence on sales?
  • How are the major brands approaching these mature markets?
  • How can companies drive growth in sales of bleach brands?
  • How can disinfectant brands broaden their appeal?
  • Will attitudes towards germs influence future sales?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK sales of bleaches and disinfectants, 2006-16
            • Return to value growth, but unit sales and volumes down
              • Bleaches behind growth seen in 2011
                • Figure 2: UK retail value sales of bleaches and disinfectants, by sector, 2010 and 2011
              • Market factors
                • Competition from other products
                  • Focus on cleaning and home hygiene
                    • Figure 3: Agreement with selected attitudes towards cleaning and housework, 2011
                  • Population and household growth
                    • A nation of pet lovers
                      • Companies, brands and innovation
                        • Domestos leads in bleach
                          • Figure 4: Estimated brand value shares in sales of bleach, 2011
                        • Zoflora bucks downward trend in sales
                          • Figure 5: Estimated brand value shares in sales of disinfectants, 2011
                        • Limited NPD activity in bleaches and disinfectants
                          • Decline in spending on advertising
                            • The consumer
                              • Toilets the biggest use for bleach
                                • Figure 6: Uses of bleaches and disinfectants, by sector, January 2012
                              • Well-known brands important
                                • Figure 7: Importance of brands when buying bleaches and disinfectants, January 2012
                              • Price less of an influence than in other categories
                                • Figure 8: Influence of price and promotions on buying bleaches and disinfectants, January 2012
                              • Removing stains as well as killing germs
                                • Figure 9: Factors influencing choice of bleaches and disinfectants, January 2012
                              • Concerns about germs turning into an obsession
                                • Figure 10: Attitudes towards germs and hygiene, January 2012
                              • What we think
                              • Issues in the Market

                                  • What factors are having the biggest influence on sales?
                                    • How are the major brands approaching these mature markets?
                                      • How can companies drive growth in sales of bleach brands?
                                        • How can disinfectant brands broaden their appeal?
                                          • Will attitudes towards germs influence future sales?
                                          • Future Opportunities

                                              • Trend: Many Mes
                                                • Trend: Guiding Choice
                                                • Internal Market Environment

                                                  • Key points
                                                    • 1-2 hours a day most likely for household chores
                                                      • Figure 11: Amount of time spent on household chores (cleaning, washing, gardening, etc) on an average weekday, 2006-11
                                                      • Figure 12: Frequency of undertaking household cleaning tasks, December 2011
                                                    • Majority of people care about having a clean house
                                                      • Figure 13: Trends in agreement with selected attitudes towards housework, 2006-11
                                                    • Few pay for help with household chores
                                                      • Figure 14: Trends in paid help at home with the household chores, 2006-11
                                                    • Environmental issues high on the manufacturers’ agenda
                                                    • Broader Market Environment

                                                      • Key points
                                                        • More households with more germs to kill
                                                          • Figure 15: UK households, by size, 2006-16
                                                        • Number of bathrooms and toilets an important factor
                                                          • Figure 16: Trends in number of bathrooms in the home, 2006-11
                                                          • Figure 17: Breakdown of the number of toilets in homes in the UK, June 2011
                                                        • Population growth positive for cleaning market
                                                          • Figure 18: Trends in the age structure of the UK population, 2006-16
                                                        • Less affluent bias to usage of bleaches
                                                          • Figure 19: Forecast adult population trends, by socio-economic group, 2006-16
                                                        • Promoting the benefits of disinfectants to pet owners
                                                          • Figure 20: Ownership of pets in the UK, 2011
                                                      • Strengths and Weaknesses in the Market

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Private label dominates new launch activity
                                                                • Figure 21: New product launches in bleaches and disinfectants, % share by own-label/branded, 2007-11
                                                              • Big four supermarkets account for a third of total
                                                                • Figure 22: New product launches in bleaches and disinfectants, % share by company, 2007-11
                                                              • Thornton & Ross focuses on 3 in 1 action
                                                                • Neutralising odours an important claim
                                                                  • Figure 23: New product launches in bleaches and disinfectants, % share by claim, 2008-11
                                                                • New products and range extensions
                                                                  • Figure 24: New product launches in bleaches and disinfectants, % share by launch type, 2007-11
                                                              • Competitive Context

                                                                • Key points
                                                                  • Bleaches and disinfectants lag rest of household care
                                                                    • Figure 25: Comparison of bleaches and disinfectants with other household care markets, 2006-11
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Value sales show a return to growth
                                                                      • Figure 26: UK retail value sales and forecast of bleaches and disinfectants, at current and constant prices, 2006-16
                                                                      • Figure 27: UK retail value sales and forecast of bleaches and disinfectants, by sector, 2006-16
                                                                    • The future
                                                                      • Figure 28: Best- and worst-case forecast of UK sales of bleaches and disinfectants, 2006-16
                                                                    • Forecast methodology
                                                                    • Market Segmentation

                                                                      • Key points
                                                                        • Bounce back in value sales of bleaches
                                                                          • Figure 29: UK retail value sales and forecast of bleaches, at current and constant prices, 2006-16
                                                                        • Sales of disinfectants decline again
                                                                          • Figure 30: UK retail value sales and forecast of disinfectants, at current and constant prices, 2006-16
                                                                      • Market Share

                                                                        • Key points
                                                                          • Domestos leads the bleaches market
                                                                            • Figure 31: Brand shares in value sales of bleaches, 2010-11
                                                                          • Zoflora increases sales in a declining market
                                                                            • Figure 32: Brand shares in value sales of disinfectants, 2010-11
                                                                        • Companies and Products

                                                                          • Unilever
                                                                            • Reckitt Benckiser
                                                                              • Jeyes Group Ltd
                                                                                • Thornton & Ross Ltd
                                                                                • Brand Communication and Promotion

                                                                                  • Key points
                                                                                    • Declining spend on advertising
                                                                                      • Figure 33: Main media advertising expenditure on bleaches and disinfectants, 2008-11
                                                                                    • Unilever shifts focus towards total toilet care
                                                                                      • Figure 34: Main media advertising expenditure on bleaches and disinfectants, by advertiser, 2008-11
                                                                                      • Figure 35: Main media advertising expenditure on bleaches and disinfectants, by advertiser/brand, 2008-11
                                                                                  • Channels to Market

                                                                                    • Key points
                                                                                      • Grocery multiples dominate distribution
                                                                                        • Figure 36: Retail distribution of bleaches and disinfectants, 2009-11
                                                                                      • Discount outlets have big high street presence
                                                                                      • Consumer – Usage of Bleaches and Disinfectants

                                                                                        • Key points
                                                                                          • Move towards less use of bleaches
                                                                                              • Figure 37: Usage of domestic bleaches, 2006-11
                                                                                            • Vast majority of homes use bleaches and disinfectants
                                                                                                • Figure 38: Buying and using bleaches and disinfectants, January 2012
                                                                                              • Bleaches used the most on toilets
                                                                                                  • Figure 39: Uses of bleaches, 2011 and 2012
                                                                                                • Wide range of uses for disinfectants
                                                                                                    • Figure 40: Uses of disinfectants, 2011 and 2012
                                                                                                • Consumer – Buying Behaviour

                                                                                                  • Key points
                                                                                                    • Increased commitment to well-known brands
                                                                                                        • Figure 41: Buying behaviour for bleaches and disinfectants, January 2012
                                                                                                        • Figure 42: Importance of brands when buying bleaches, January 2011 and 2012
                                                                                                      • Less stocking up on special offers being seen
                                                                                                          • Figure 43: Influence of price and promotions on buying disinfectants, January 2011 and 2012
                                                                                                        • Competition to supermarkets from discount outlets
                                                                                                        • Consumer – Factors Influencing Choice

                                                                                                          • Key points
                                                                                                            • Power to kill germs of prime importance
                                                                                                                • Figure 44: Factors influencing choice of bleaches and disinfectants, January 2011 and 2012
                                                                                                              • Concentration/thickness more important in bleaches
                                                                                                                • Not just for getting rid of germs
                                                                                                                  • Adding freshness and neutralising bad odours
                                                                                                                    • Price more important than brand
                                                                                                                      • Environmental factors a low priority
                                                                                                                      • Consumer – Attitudes Towards Germs and Hygiene

                                                                                                                        • Key points
                                                                                                                          • Antibacterial focus turning into an obsession
                                                                                                                              • Figure 45: Attitudes towards germs and hygiene, January 2012
                                                                                                                              • Figure 46: Agreement with statements ‘Children need exposure to some dirt/germs to build up immune systems’ and ‘These days we are too obsessed with germs’, by gender and age, January 2012
                                                                                                                            • Keeping hands clean to prevent the spread of germs
                                                                                                                                • Figure 47: Agreement with statements about hand washing, by gender and age, January 2012
                                                                                                                              • Three in ten put cleanliness above being germ free
                                                                                                                                • Environmental concerns over too much use
                                                                                                                                • Target Groups

                                                                                                                                  • Key points
                                                                                                                                      • Figure 48: Marketing targets for bleaches and disinfectants, January 2012
                                                                                                                                    • Germ Obsessed (12%)
                                                                                                                                      • Demographic characteristics
                                                                                                                                        • Product usage, factors influencing choice and shopping patterns
                                                                                                                                          • Hand Cleaners (17%)
                                                                                                                                            • Demographic characteristics
                                                                                                                                              • Product usage, factors influencing choice and shopping patterns
                                                                                                                                                • Clean Over Germ Free (24%)
                                                                                                                                                  • Demographic characteristics
                                                                                                                                                    • Product usage, factors influencing choice and shopping patterns
                                                                                                                                                      • Apathetic (47%)
                                                                                                                                                        • Demographic characteristics
                                                                                                                                                          • Product usage, factors influencing choice and shopping patterns
                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                              • Figure 49: Time spent on household chores on an average weekday, by demographics, 2011
                                                                                                                                                              • Figure 50: Time spent on household chores on an average weekday, by demographics, 2011
                                                                                                                                                              • Figure 51: Paid help at home with the household chores, by demographics, 2011
                                                                                                                                                              • Figure 52: Agreement with the selected lifestyle statements, by demographics, 2011
                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                              • Figure 53: Number of bathrooms in the home, by demographics, 2011
                                                                                                                                                              • Figure 54: Cage bird ownership, by demographics, 2011
                                                                                                                                                              • Figure 55: Cat ownership, by demographics, 2011
                                                                                                                                                              • Figure 56: Dog ownership, by demographics, 2011
                                                                                                                                                              • Figure 57: Fish ownership, by demographics, 2011
                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                              • Figure 58: Best case/worst case forecast for UK retail sales of bleaches and disinfectants, at current prices, 2011-16
                                                                                                                                                          • Appendix – Market Segmentation

                                                                                                                                                              • Figure 59: Forecast of UK retail sales of bleaches, at current prices, 2006-16
                                                                                                                                                              • Figure 60: Best case/worst case forecast for UK retail sales of bleaches, at current prices, 2011-16
                                                                                                                                                              • Figure 61: Forecast of UK retail sales of disinfectants, at current prices, 2006-16
                                                                                                                                                              • Figure 62: Best case/worst case forecast for UK retail sales of disinfectants, at current prices, 2011-16
                                                                                                                                                          • Appendix – Usage of Bleaches and Disinfectants

                                                                                                                                                              • Figure 63: Usage of domestic bleaches, by demographics, 2011
                                                                                                                                                              • Figure 64: Buying and using bleaches, January 2012
                                                                                                                                                              • Figure 65: Buying and using bleaches, January 2012 (continued)
                                                                                                                                                              • Figure 66: Buying and using disinfectants, January 2012
                                                                                                                                                              • Figure 67: Buying and using disinfectants, January 2012 (continued)
                                                                                                                                                              • Figure 68: Uses of bleaches, January 2012
                                                                                                                                                              • Figure 69: Uses of bleaches, January 2012 (continued)
                                                                                                                                                              • Figure 70: Uses of bleaches, January 2012 (continued)
                                                                                                                                                              • Figure 71: Uses of disinfectants, January 2012
                                                                                                                                                              • Figure 72: Uses of disinfectants, January 2012 (continued)
                                                                                                                                                              • Figure 73: Usage of disinfectants, January 2012 (continued)
                                                                                                                                                          • Appendix – Buying Behaviour

                                                                                                                                                              • Figure 74: Buying behaviour when shopping for bleaches, January 2012
                                                                                                                                                              • Figure 75: Buying behaviour when shopping for bleaches, January 2012 (continued)
                                                                                                                                                              • Figure 76: Buying behaviour when shopping for disinfectants, January 2012
                                                                                                                                                              • Figure 77: Buying behaviour when shopping for disinfectants, January 2012 (continued)
                                                                                                                                                          • Appendix – Factors Influencing Choice

                                                                                                                                                              • Figure 78: Factors influencing choice of bleaches, January 2012
                                                                                                                                                              • Figure 79: Factors influencing choice of bleaches, January 2012 (continued)
                                                                                                                                                              • Figure 80: Factors influencing choice of bleaches, January 2012 (continued)
                                                                                                                                                              • Figure 81: Factors influencing choice of disinfectants, January 2012
                                                                                                                                                              • Figure 82: Factors influencing choice of disinfectants, January 2012 (continued)
                                                                                                                                                              • Figure 83: Factors influencing choice of disinfectants, January 2012 (continued),
                                                                                                                                                          • Appendix – Attitudes Towards Germs and Hygiene

                                                                                                                                                              • Figure 84: Attitudes towards germs and hygiene, January 2012
                                                                                                                                                              • Figure 85: Attitudes towards germs and hygiene, January 2012 (continued)
                                                                                                                                                              • Figure 86: Attitudes towards germs and hygiene, January 2012 (continued),
                                                                                                                                                          • Appendix – Target Groups

                                                                                                                                                              • Figure 87: Attitudes towards herms and hygiene, by target group, January 2012
                                                                                                                                                              • Figure 88: Bleaches and disinfectants target groups, by demographics, January 2012
                                                                                                                                                              • Figure 89: Uses of bleaches, by target group, January 2012
                                                                                                                                                              • Figure 90: Uses of disinfectants, by target group, January 2012
                                                                                                                                                              • Figure 91: Factors influencing choice of bleaches, by target group, January 2012
                                                                                                                                                              • Figure 92: Factors influencing choice of disinfectants, by target group, January 2012
                                                                                                                                                              • Figure 93: Buying behaviour when shopping for bleaches, by target group, January 2012
                                                                                                                                                              • Figure 94: Buying behaviour when shopping for disinfectants, by target group, January 2012
                                                                                                                                                              • Figure 95: Number of uses of bleaches, by target group, January 2012
                                                                                                                                                              • Figure 96: Number of uses of disinfectants, by target group, January 2012

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                          • Jeyes UK
                                                                                                                                                          • Reckitt Benckiser (UK)
                                                                                                                                                          • Reckitt Benckiser plc
                                                                                                                                                          • Thornton and Ross Ltd
                                                                                                                                                          • Unilever Plc

                                                                                                                                                          Bleaches and Disinfectants - UK - March 2012

                                                                                                                                                          £1,750.00 (Excl.Tax)