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Cleaning the Bathroom - UK - April 2015

“Room exists in the market for brands to focus on the promotion of both products with multiple benefits to cater for the different aspects of bathroom/toilet cleaning and specialist products focused more on protection and bathroom maintenance. Focusing on the importance of a clean bathroom for good health and emotional wellbeing can also help to drive increased sales of general bathroom and shower cleaners, and specialist products, including those with odour eliminating and longer-lasting freshening properties.”
– Richard Caines, Senior Household Care Analyst

This report discusses the following key topics:

  • Aspects of bathroom/toilet cleaning likely to influence new campaigns
  • Opportunities to add value with product development 
  • Impact of behaviour and attitudes on bathroom and toilet cleaning

The three key elements of bathroom cleaning are getting rid of visible dirt and stains, killing germs and making the bathroom smell fresh, so products offering these multiple benefits will appeal strongly. Brands need to promote the importance of using products regularly to maintain a ‘healthy’ bathroom, including using more specialist products to tackle common bathroom problems such as limescale, mould and mildew, and blocked plugholes.

Convenience is also important and the promotion of easy-to-use product formats can help to increase frequency of cleaning and increase sales. With the majority of bathrooms being used by a number of persons, brands can focus promoting the use of daily cleaners to encourage a shared approach to bathroom cleaning and make the weekly clean less time consuming.

Encouraging every member of the household to make use of daily bath and shower cleaners after having a bath or showering could also be helped by improving packaging design, while campaigns for bathroom cleaning can also extend to improving emotional wellbeing. This includes giving people peace of mind about germ-free surfaces, improving air quality and making the bathroom more of a sanctuary for relaxation by appealing to the senses.

Bathroom and toilet cleaning is the most important element of household cleaning in terms of its contribution to sales, with a wide range of different products used. These include bath and shower cleaners, toilet cleaners and toilet fresheners, all of which will be used almost exclusively in the bathroom/toilet, but also all-purpose/multipurpose surface cleaners, bleaches and disinfectants, limescale removers, drain care products and mould and mildew removers that may be used in other rooms.

This report looks at how frequently different products are used for cleaning the bathroom/toilet, the importance of different aspects of bathroom/toilet cleaning, factors most important when choosing what products to buy, and product features most likely to encourage purchasing of a particular product. It also looks at cleaning behaviour and attitudes towards the bathroom that might influence product development and promotional activity going forward.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Specialist products tap into common bathroom problems
                • Market drivers
                  • Household and population growth to boost sales
                    • Shared bathrooms means need for frequent cleaning
                      • Figure 1: Number of bathrooms/shower/wet rooms and toilet/cloakrooms in home, January 2015
                    • Companies, brands and innovation
                      • Five brands dominate in bathroom and shower cleaners
                        • Figure 2: Brands’ value shares in bathroom and shower cleaners, year ending January 2015
                      • Toilet care and multipurpose cleaners dominate launch activity
                        • The consumer
                          • Bleach and toilet cleaners used most frequently
                            • Figure 3: Any usage of different cleaning products for cleaning the bathroom and using them at least once a week, January 2015
                          • Removing dirt and stains, killing germs and eliminating odours
                            • Figure 4: Aspects of cleaning most important when cleaning the bathroom, January 2015
                          • Establishing a reputation for cleaning performance
                            • Figure 5: Factors important when choosing which products to buy for cleaning the bathroom/toilet, January 2015
                          • Long-lasting and protective features appeal strongly
                            • Figure 6: Interest in products with particular features for cleaning the bathroom/toilet, January 2015
                          • A clean bathroom is a healthy bathroom
                            • Figure 7: Bathroom cleaning behaviour and attitudes towards the bathroom, January 2015
                          • What we think
                          • Issues and Insights

                              • Aspects of bathroom/toilet cleaning likely to influence new campaigns
                                • The facts
                                  • The implications
                                    • Opportunities to add value with product development
                                      • The facts
                                        • The implications
                                          • Impact of behaviour and attitudes on bathroom and toilet cleaning
                                            • The facts
                                              • The implications
                                              • Trend Application

                                                  • Trend: Mood to Order
                                                    • Trend: Minimize Me
                                                      • Trend: Prove It
                                                      • Market Drivers

                                                        • Key points
                                                          • Number of households
                                                            • Figure 8: UK households, by size, 2009-19
                                                          • Size of population
                                                            • Figure 9: Trends in the age structure of the UK population, 2009-19
                                                          • Number of bathrooms
                                                            • Figure 10: Number of bathrooms/shower/wet rooms and toilet/cloakrooms in home, January 2015
                                                          • What is in the bathroom
                                                            • Figure 11: Facilities in bathroom(s) or shower rooms(s), January 2015
                                                          • What it means to have a clean bathroom
                                                            • Figure 12: Signals for having cleaned enough in the bathroom, April 2014
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Bathroom cleaners a small share of launch activity
                                                              • Figure 13: New product launches in cleaning products for the bathroom/toilet, % share by product type, 2010-14
                                                              • Figure 14: Examples of launches in bath, shower and tile care, 2014 and 2015
                                                            • Increase in range extensions and new packaging
                                                              • Figure 15: New product launches in cleaning products for the bathroom/toilet*, % share by launch type, 2010-14
                                                              • Figure 16: Examples of new products and new varieties/range extensions in products for cleaning the bathroom/toilet, 2014
                                                              • Figure 17: New product launches in cleaning products for the bathroom/toilet, % share by own-label/branded and product type, 2014
                                                              • Figure 18: Examples of own-label launches in cleaning products for the bathroom/toilet, 2014 and 2015
                                                            • Big brands and retailers lead NPD activity
                                                              • Figure 19: New product launches in cleaning products for the bathroom/toilet, % share by top 15 companies*, 2010-14
                                                              • Figure 20: Examples of branded launches in cleaning products for the bathroom/toilet, 2014 and 2015
                                                            • Antibacterial tops new product claims
                                                              • Figure 21: New product launches in cleaning products for the bathroom/toilet, % share by top 10 claims (based on top 10 for 2014), 2010-14
                                                              • Figure 22: Examples of launches making environmentally friendly product claims in products for the bathroom/toilet, 2014 and 2015
                                                          • Segment Performance

                                                            • Key points
                                                              • A mixed picture for cleaning products for the bathroom
                                                                • Figure 23: UK retail value sales of products for cleaning the bathroom or toilet(s), by segment, 2013 and 2014
                                                            • Market Share

                                                              • Key points
                                                                • Dettol increases share in multipurpose cleaning
                                                                  • Figure 24: Brand value shares for multipurpose cleaners, years ending November 2013 and 2014
                                                                • Flash and Mr Muscle increase focus on bathroom cleaning
                                                                  • Figure 25: Brand value shares for bathroom and shower cleaners, years ending January 2014 and 2015
                                                                • Buster and Cillit Bang record strong increase in sales
                                                                  • Figure 26: Brand value shares for limescale removers, drain care products and mould and mildew removers, years ending January 2014 and 2015
                                                                • Mr Muscle strengthens position in toilet cleaning
                                                                  • Figure 27: Brand value shares for specialist toilet cleaners, years ending January 2014 and 2015
                                                                • Bleach dominated by Domestos and own-label
                                                                  • Figure 28: Brand value shares for household bleach, years ending January 2014 and 2015
                                                                  • Figure 29: Brand value shares for disinfectants, years ending January 2014 and 2015
                                                              • The Consumer – Frequency of Using Different Products for Cleaning the Bathroom/Toilet

                                                                • Key points
                                                                  • Toilet cleaners, bleach and sprays used most frequently
                                                                    • Figure 30: Frequency of using different cleaning products in the bathroom or toilet, January 2015
                                                                    • Figure 31: Any usage of different cleaning products for cleaning the bathroom and using them at least once a week, January 2015
                                                                  • Cream cleaners and other formats used less than sprays
                                                                      • Figure 32: Usage of cleaning wipes once a week or more often for cleaning the bathroom/toilet, by age and socio-economic group, January 2015
                                                                    • Specialist products used widely but less frequently
                                                                    • The Consumer – Importance of Different Aspects of Bathroom Cleaning

                                                                      • Key points
                                                                        • Getting rid of visible stains and germs most important
                                                                          • Figure 33: Aspects of cleaning most important when cleaning the bathroom, January 2015
                                                                        • Odour elimination and freshening important
                                                                            • Figure 34: Importance of bad smells being eliminated and bathroom having a fresh scent, by age, January 2015
                                                                          • Getting rid of limescale, soap scum, mould and mildew
                                                                              • Figure 35: Importance of selected aspects of cleaning the bathroom/shower room, by age, January 2015
                                                                            • Giving taps and surfaces extra shine
                                                                            • The Consumer – Factors Important When Choosing Products for Cleaning the Bathroom/Toilet

                                                                              • Key points
                                                                                • Gaining a reputation for cleaning performance
                                                                                  • Figure 36: Factors important when choosing which products to buy for cleaning the bathroom/toilet, January 2015
                                                                                • Easy-to-use formats an important consideration
                                                                                  • Figure 37: Importance of being available in an easy-to-use format and packaging that stands out when buying products for cleaning the bathroom/toilet, January 2015
                                                                                • Fragrance can add differentiation to product ranges
                                                                                  • Price and special offers exert a big influence
                                                                                  • The Consumer – Interest in Features of Products for Cleaning the Bathroom/Toilet

                                                                                    • Key points
                                                                                      • Strong demand for longer-lasting product attributes
                                                                                        • Figure 38: Interest in products with particular features for cleaning the bathroom/toilet, January 2015
                                                                                      • Odour elimination important in the bathroom
                                                                                        • Figure 39: Interest in products that eliminate lingering odours and those that leave taps, tiles and fittings with extra shine, by age, January 2015
                                                                                      • Protective coatings to help make cleaning easier
                                                                                        • Figure 40: Interest in products with protective coatings for toilet bowls and protective coatings to repel limescale or soap scum, by socio-economic group, January 2015
                                                                                      • Convenient product formats for the bathroom
                                                                                      • The Consumer – Attitudes towards the Bathroom

                                                                                        • Key points
                                                                                          • A clean bathroom important for health and relaxation
                                                                                            • Figure 41: Bathroom cleaning behaviour and attitudes towards the bathroom, January 2015
                                                                                            • Figure 42: Emotional appeal of having a clean and fresh bathroom – ‘It is easier to relax in the bath when the bathroom is clean and fresh’, by age and gender, January 2015
                                                                                          • Nearly half clean bath or shower after using
                                                                                            • Figure 43: Encouraging daily cleaning of baths and showers – ‘I usually give the bath or shower a quick clean after bathing or showering’, by age, January 2015
                                                                                          • Need for convenient solutions for bathroom cleaning
                                                                                              • Figure 44: Time and space issues with cleaning the bathroom, by age, January 2015
                                                                                            • Room to encourage higher usage of specialist products
                                                                                                • Figure 45: ‘I use descaling products to protect bathroom and shower fittings’, by region, January 2015

                                                                                            Companies Covered

                                                                                            • Aldi
                                                                                            • Asda Group Ltd
                                                                                            • Ecover UK
                                                                                            • Jeyes UK
                                                                                            • Lidl (UK)
                                                                                            • Mapa Spontex UK
                                                                                            • Procter & Gamble Company (The)
                                                                                            • Reckitt Benckiser plc
                                                                                            • S.C. Johnson & Son, Inc.
                                                                                            • Tesco Express (UK)
                                                                                            • Unilever Bestfoods UK Ltd
                                                                                            • Waitrose

                                                                                            Cleaning the Bathroom - UK - April 2015

                                                                                            £1,995.00 (Excl.Tax)