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 2013

“The prospects for further growth in sales of bleach are under threat from a trend towards lighter usage and consumer perceptions of bleach as a product too harsh for use as an everyday cleaner. Its strength is being seen as the most effective way of killing germs, but usage is heavily focused on toilet cleaning and the profile of heavier bleach users is skewed towards older people. Both factors put the market at risk of future product substitution.”
– Richard Caines, Senior Household Care Analyst
Some questions answered in this report include:

  • How much are bleach sales at risk from declining usage?
  • Which product benefits should bleach brands be promoting?
  • What are the biggest barriers to wider usage of bleach?
  • Can longer-lasting results drive growth for disinfectant brands?
  • How can attitudes towards germs influence market development?

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*, 2007-17
            • Value sales increase for second year
              • Bleach drives market growth
                • Figure 2: Breakdown of retail value sales of bleaches and disinfectants, % share by segment, 2007-12
              • Market factors
                • Increase in number of households
                  • Older profile of users of bleaches and disinfectants
                    • Companies, brands and innovation
                      • Domestos and own-label account for bulk of sales
                        • Figure 3: Brand shares in value sales of bleaches, year ending December 2012
                        • Figure 4: Brand shares in value sales of disinfectants, year ending December 2012
                      • Increased focus on economy
                        • Unilever’s Domestos dominates advertising
                          • The consumer
                            • Bleach being used less frequently
                              • Benefits but also drawbacks to using bleach
                                • Figure 5: Agreement with statements on bleaches, December 2012
                              • Longer-lasting germ killing and odour elimination
                                • Figure 6: Importance of attributes of disinfectants, December 2012
                              • Concern about germs in public places
                                • Figure 7: Places where people perceive that they pick up the most germs, December 2012
                              • Mixed feelings about need to kill germs
                                • Figure 8: Attitudes towards germs, December 2012
                                • Figure 9: Attitudes towards using bleaches and disinfectants and influence of media, December 2012
                              • What we think
                              • Issues in the Market

                                  • How much are bleach sales at risk from declining usage?
                                    • Which product benefits should bleach brands be promoting?
                                      • What are the biggest barriers to wider usage of bleach?
                                        • Can longer-lasting results drive growth for disinfectant brands?
                                          • How can attitudes towards germs influence market development?
                                          • Trend Application

                                              • Trend: Transumers
                                                • Trend: Accentuate the Negative
                                                  • 2015 Trend: Brand Intervention
                                                  • Market Drivers

                                                    • Key points
                                                      • High importance attached to a clean home
                                                        • Figure 10: Trends in agreement with selected attitudes towards housework, 2007-12
                                                        • Figure 11: Amount of time spent on household chores (cleaning, washing, gardening, etc) on an average weekday, 2007-12
                                                      • More households generates additional cleaning
                                                        • Figure 12: UK households, by size, 2007-17
                                                      • Bathrooms a major focus for bleaches and disinfectants
                                                        • Figure 13: Trends in number of bathrooms in the home, 2007-12
                                                        • Figure 14: Number of toilets in home, June 2012
                                                      • Lifestyle factors have potential to drive sales of germ killers
                                                        • Figure 15: Agreement with statements on everyday lifestyles, December 2012
                                                        • Figure 16: Pet ownership, 2007-12
                                                      • Ageing profile of users of bleaches and disinfectants
                                                        • Figure 17: Trends in the age structure of the UK population, 2007-17
                                                    • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Private label leads new launch activity
                                                              • Figure 18: New product launches in bleaches and disinfectants, % share by own-label/branded, 2008-12
                                                            • Supermarkets revamp own-label product offer
                                                                • Figure 19: New product launches in bleaches and disinfectants, % share by company, 2008-12
                                                              • Increased focus on offering economy
                                                                • Figure 20: New product launches in bleaches and disinfectants, % share by claim, 2008-12
                                                              • Main focus on range extensions
                                                                • Figure 21: New product launches in bleaches and disinfectants, % share by launch type, 2008-12
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Bleaches help to drive market growth
                                                                  • Figure 22: UK retail value sales and forecast of bleaches and disinfectants*, 2007-17
                                                                  • Figure 23: UK retail value sales and forecast of bleaches and disinfectants, by sector, 2007-17
                                                                • The future
                                                                  • Figure 24: Best- and worst-case forecast of UK sales of bleaches and disinfectants*, 2007-17
                                                                • Forecast methodology
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Bleaches show growth in consecutive years
                                                                      • Figure 25: UK retail value sales and forecast of bleaches, at current and constant prices, 2007-17
                                                                    • Disinfectant loses out to antibacterial cleaners
                                                                      • Figure 26: UK retail value sales and forecast of disinfectants, at current and constant prices, 2007-17
                                                                  • Market Share

                                                                    • Key points
                                                                      • Domestos sales boosted by new product launch
                                                                        • Figure 27: Brand shares in value sales of bleaches, 2011 and 2012
                                                                      • Dettol retains big lead in disinfectants sector
                                                                        • Figure 28: Brand shares in value sales of disinfectants*, 2011 and 2012
                                                                    • Companies and Products

                                                                      • Unilever (Domestos)
                                                                        • Reckitt Benckiser (Dettol)
                                                                          • Jeyes Group Ltd (Parozone, Jeyes Fluid, Easy, Ibcol)
                                                                            • Thornton & Ross Ltd (Zoflora)
                                                                              • Other companies
                                                                                • Figure 29: Other companies and brands in the bleaches and disinfectants market, 2012
                                                                            • Brand Communication and Promotion

                                                                              • Key points
                                                                                • Little advertising specific to category
                                                                                  • Figure 30: Main media advertising expenditure on bleaches and disinfectants, 2009-12
                                                                                  • Figure 31: Main media advertising expenditure on bleaches and disinfectants, by advertiser, 2009-12
                                                                                • Extended Germ-Kill dominates 2012 spending
                                                                                  • Figure 32: Main media advertising expenditure on bleaches and disinfectants, by advertiser and brand, 2009-12
                                                                              • Channels to Market

                                                                                • Key points
                                                                                  • Supermarkets account for majority of sales
                                                                                    • Figure 33: Retail distribution of bleaches and disinfectants, 2010-12
                                                                                  • Growth in discount chains on UK high streets
                                                                                  • Usage of Bleaches and Disinfectants

                                                                                    • Key points
                                                                                      • Continued trend towards lighter usage of bleach
                                                                                        • Figure 34: Usage of domestic bleaches, 2007-12
                                                                                      • Toilets the biggest use for bleaches
                                                                                          • Figure 35: Usage of bleaches and disinfectants in the home, December 2012
                                                                                        • A quarter use bleach for only one purpose
                                                                                          • Figure 36: Number of uses for bleach in the home, December 2012
                                                                                        • Wider usage for disinfectants
                                                                                          • Figure 37: Number of uses for disinfectant in the home, December 2012
                                                                                      • Attitudes Towards Bleach

                                                                                        • Key points
                                                                                          • Bleach rated highly for killing germs
                                                                                            • Figure 38: Agreement with statements on bleaches, December 2012
                                                                                            • Figure 39: Agreement that ‘Using bleach is the most effective way of killing germs’, by age, December 2012
                                                                                          • Odour elimination and whitening other important benefits
                                                                                            • Figure 40: Association of smell of bleach with cleanliness and usage of bleach to whiten surfaces/materials, by age, December 2012
                                                                                          • Barriers to wider usage of bleaches
                                                                                            • Figure 41: Agreement that ‘I find bleach too harsh to use as an everyday cleaner’, by age and socio-economic group, December 2012
                                                                                          • Limiting usage on environmental grounds
                                                                                            • Wider usage reflects faith in bleach for killing germs
                                                                                              • Figure 42: Agreement with statements on bleaches, by number of different uses for bleach in the home, December 2012
                                                                                          • Importance of Attributes of Disinfectants

                                                                                            • Key points
                                                                                              • Longer-lasting germ killing has strong appeal
                                                                                                • Figure 43: Importance of attributes of disinfectants, December 2012
                                                                                              • More fragrance options likely to attract younger users
                                                                                                • Figure 44: Importance attached to longer-lasting fragrance and availability in a variety of fragrances in disinfectants, by age, December 2012
                                                                                              • Product labelling on germs gives reassurance
                                                                                                • Driving sales through greater convenience
                                                                                                  • Figure 45: Importance attached to disinfectants being available in a spray format or in wipes, by age, December 2012
                                                                                                • Targeting the on-the-go germ kill market
                                                                                                  • Figure 46: Interest in smaller size suitable for travel/on the move, by agreement with statements on everyday lifestyles, December 2012
                                                                                                • Gentler on skin and kinder to the environment
                                                                                                  • Wider usage drives interest in more attributes
                                                                                                    • Figure 47: Those attaching importance to various attributes of disinfectants, by number of different uses of disinfectants in the home, December 2012
                                                                                                • Exposure to and Attitudes Towards Germs

                                                                                                  • Key points
                                                                                                    • Public toilets the biggest health risk
                                                                                                      • Figure 48: Places where consumers perceive they pick up the most germs, December 2012
                                                                                                    • Shared workspaces a breeding ground for germs
                                                                                                      • Killing germs seen as important for health…
                                                                                                        • Figure 49: Attitudes towards germs and using bleaches and disinfectants, December 2012
                                                                                                        • Figure 50: Any agreement with statements about germs and bleaches and disinfectants, December 2012
                                                                                                      • …but also concerns about becoming too obsessed
                                                                                                        • Influence of media significant
                                                                                                          • Figure 51: Influence of media stories/health scares and TV advertising, by age, December 2012
                                                                                                        • Concerns about overuse of germ killers
                                                                                                        • Appendix – Market Drivers

                                                                                                            • Figure 52: Agreement with selected attitudes towards housework, by demographics, 2012
                                                                                                            • Figure 53: Number of bathrooms in the home, by demographics, 2012
                                                                                                            • Figure 54: Any pet and cage bird ownership, by demographics, 2012
                                                                                                            • Figure 55: Cat ownership, by demographics, 2012
                                                                                                            • Figure 56: Dog ownership, by demographics, 2012
                                                                                                            • Figure 57: Fish ownership, by demographics, 2012
                                                                                                            • Figure 58: Agreement with statements on everyday lifestyles, by demographics, December 2012
                                                                                                            • Figure 59: Agreement with statements on everyday lifestyles, by demographics (continued), December 2012
                                                                                                        • Appendix – Market Size and Forecast

                                                                                                            • Figure 60: Best- and worst-case forecast for UK retail sales of bleaches and disinfectants*, at current prices, 2012-17
                                                                                                        • Appendix – Segment Performance

                                                                                                            • Figure 61: Best- and worst-case forecast for UK retail sales of bleaches, at current prices, 2012-17
                                                                                                            • Figure 62: Best- and worst-case forecast for UK sales of bleaches, 2007-17
                                                                                                            • Figure 63: Best- and worst-case forecast for UK retail sales of disinfectants, at current prices, 2012-17
                                                                                                            • Figure 64: Best- and worst-case forecast for UK sales of disinfectants, 2007-17
                                                                                                        • Appendix – Usage of Bleaches and Disinfectants

                                                                                                            • Figure 65: Usage of domestic bleaches, by demographics, 2012
                                                                                                            • Figure 66: Usage of bleaches in the home, by demographics, December 2012
                                                                                                            • Figure 67: Usage of bleaches in the home, by demographics (continued), December 2012
                                                                                                            • Figure 68: Usage of bleaches in the home, by demographics (continued), December 2012
                                                                                                            • Figure 69: Usage of disinfectants in the home, by demographics, December 2012
                                                                                                            • Figure 70: Usage of disinfectants in the home, by demographics (continued), December 2012
                                                                                                            • Figure 71: Usage of disinfectants in the home, by demographics (continued), December 2012
                                                                                                            • Figure 72: Number of different uses for bleaches in the home, by demographics, December 2012
                                                                                                            • Figure 73: Number of different uses for disinfectants in the home, by demographics, December 2012
                                                                                                            • Figure 74: Usage of bleaches and disinfectants in the home, by agreement with statements on everyday lifestyles, December 2012
                                                                                                            • Figure 75: Usage of bleaches and disinfectants in the home, by agreement with statements on everyday lifestyles (continued), December 2012
                                                                                                            • Figure 76: Usage of bleaches and disinfectants in the home, by number of different uses for bleaches in the home, December 2012
                                                                                                            • Figure 77: Usage of bleaches and disinfectants in the home, by number of different uses of disinfectant in the home, December 2012
                                                                                                            • Figure 78: Agreement with statements on shopping for household products, by number of different uses of bleaches in the home, December 2012
                                                                                                            • Figure 79: Agreement with statements on shopping for household products, by number of different uses of disinfectant in the home, December 2012
                                                                                                        • Appendix – Attitudes Towards Bleaches

                                                                                                            • Figure 80: Agreement with statements on bleaches, by demographics, December 2012
                                                                                                            • Figure 81: Agreement with statements on bleaches, by demographics (continued), December 2012
                                                                                                            • Figure 82: Agreement with statements on bleaches, by demographics (continued), December 2012
                                                                                                            • Figure 83: Agreement with statements on bleaches, by agreement with statements on everyday lifestyles, December 2012
                                                                                                            • Figure 84: Agreement with statements on bleaches, by agreement with statements on everyday lifestyles (continued), December 2012
                                                                                                        • Appendix – Importance of Attributes of Disinfectants

                                                                                                            • Figure 85: Importance of disinfectants having longer-lasting germ killing, by demographics, December 2012
                                                                                                            • Figure 86: Importance of disinfectants getting rid of unpleasant odours, by demographics, December 2012
                                                                                                            • Figure 87: Importance of disinfectants having information on what germs the product kills, by demographics, December 2012
                                                                                                            • Figure 88: Importance of disinfectants being available in a spray format, by demographics, December 2012
                                                                                                            • Figure 89: Importance of disinfectants having longer-lasting fragrance, by demographics, December 2012
                                                                                                            • Figure 90: Importance of disinfectants being suitable for cleansing the skin, by demographics, December 2012
                                                                                                            • Figure 91: Importance of disinfectants using naturally based ingredients, by demographics, December 2012
                                                                                                            • Figure 92: Importance of disinfectants being available in a variety of fragrances, by demographics, December 2012
                                                                                                            • Figure 93: Importance of disinfectants being available in wipes, by demographics, December 2012
                                                                                                            • Figure 94: Importance of disinfectants being available in a smaller size suitable for travel/on the move, by demographics, December 2012
                                                                                                            • Figure 95: Importance of attributes of disinfectants, by agreement with statements on everyday lifestyles, December 2012
                                                                                                            • Figure 96: Importance of attributes of disinfectants, by agreement with statements on everyday lifestyles (continued), December 2012
                                                                                                        • Appendix – Exposure to and Attitudes Towards Germs

                                                                                                            • Figure 97: Places where people perceive to pick up the most germs, by demographics, December 2012
                                                                                                            • Figure 98: Places where people perceive to pick up the most germs, by agreement with statements on everyday lifestyles, December 2012
                                                                                                            • Figure 99: Places where people perceive to pick up the most germs, by agreement with statements on everyday lifestyles (continued), December 2012
                                                                                                            • Figure 100: Agreement with the statements ‘Children need some exposure to dirt and germs’ and ‘Killing germs is important to keep my family healthy’, by demographics, December 2012
                                                                                                            • Figure 101: Agreement with the statements ‘Using too much bleach or disinfectant is not good for your health’ and ‘I worry about germs in public places’, by demographics, December 2012
                                                                                                            • Figure 102: Agreement with the statements ‘Using too much bleach or disinfectant is bad for the environment’ and ‘Chemically based cleaning products should be used to a minimum in the home’, by demographics, December 2012
                                                                                                            • Figure 103: Agreement with the statements ‘People are too obsessed with getting rid of germs’ and ‘Media stories/health scares have raised my awareness of germs’, by demographics, December 2012
                                                                                                            • Figure 104: Agreement with the statements ‘I worry about germs in my home’ and ‘I am more concerned about my home looking clean than being free from germs’, by demographics, December 2012
                                                                                                            • Figure 105: Agreement with the statement ‘TV advertising makes me think more about germs’, by demographics, December 2012
                                                                                                            • Figure 106: Attitudes towards germs in the home, by agreement with statements on everyday lifestyles, December 2012
                                                                                                            • Figure 107: Attitudes towards germs in the home, by agreement with statements on everyday lifestyles (continued), December 2012
                                                                                                            • Figure 108: Attitudes towards germs in the home, by places where people perceive to pick up the most germs, December 2012
                                                                                                            • Figure 109: Attitudes towards germs in the home, by number of different uses for bleaches in the home, December 2012
                                                                                                            • Figure 110: Attitudes towards germs in the home, by number of different uses of disinfectants in the home, December 2012

                                                                                                        Companies Covered

                                                                                                        • Challs Ltd.
                                                                                                        • Facebook, Inc.
                                                                                                        • Jeyes UK
                                                                                                        • Reckitt Benckiser (UK)
                                                                                                        • Reckitt Benckiser plc
                                                                                                        • The London Oil Refining Company
                                                                                                        • Thornton and Ross Ltd
                                                                                                        • Twitter, Inc.
                                                                                                        • Unilever Plc

                                                                                                        Bleaches and Disinfectants - UK - March 2013

                                                                                                        £1,995.00 (Excl.Tax)