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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