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Cleaning the Kitchen - UK - March 2015

“As well as concentrating on increasing sales through encouraging more frequent usage of kitchen cleaners for a range of tasks around the kitchen, brands should focus on product development in antibacterial products to cater for strong interest in all-natural and longer-lasting protection. Opportunities also exist for driving added value through more products with preventative or protective features, or those that keep the kitchen smelling fresh and free from lingering food or cooking odours for longer.”
– Richard Caines, Senior Household Care Analyst

This report discusses the following key topics:

  • Increasing frequency of kitchen cleaning to increase sales
  • Focusing on hygiene and a healthy kitchen
  • Opportunities for added-value kitchen cleaners

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Kitchen-specific cleaners see above-average sales growth
                • Market drivers
                  • More households means more kitchens to clean
                    • Open-plan kitchen/dining significant
                      • Companies, brands and innovation
                        • Big brands dominate in kitchen cleaners
                          • Figure 1: Brand value shares for kitchen cleaners, year ending November 2014
                        • Kitchen and appliance care a quarter of new launches
                          • The consumer
                            • Worktops, sinks and hobs get the most cleaning
                              • Figure 2: Doing cleaning tasks in the kitchen once a week or more often, by task, December 2014
                            • Trigger sprays used for the most kitchen cleaning tasks
                              • Figure 3: Cleaning products used for different cleaning tasks in the kitchen, December 2014
                            • Cleaning power and longer germ killing most important
                              • Figure 4: Interest in buying cleaning products for the kitchen with different features or benefits, December 2014
                            • Big focus on hygiene and cleaning after cooking
                              • Figure 5: Attitudes towards the kitchen, December 2014
                            • What we think
                            • Issues and Insights

                                • Increasing frequency of kitchen cleaning to increase sales
                                  • The facts
                                    • The implications
                                      • Focusing on hygiene and a healthy kitchen
                                        • The facts
                                          • The implications
                                            • Opportunities for added-value kitchen cleaners
                                              • The facts
                                                • The implications
                                                • Trend Application

                                                    • Trend: Life Hacking
                                                      • Trend: Sense of the Intense
                                                        • Trend: Prove It
                                                        • Market Drivers

                                                          • Key points
                                                            • Number of households
                                                              • Figure 6: UK households, by size, 2009-19
                                                            • Size of population
                                                              • Figure 7: Trends in the age structure of the UK population, 2009-19
                                                            • Type of kitchen
                                                              • Figure 8: Type of kitchen in home, December 2014
                                                            • What is in the kitchen?
                                                              • Figure 9: Fittings and appliances in kitchens, December 2014
                                                            • What it means to have a clean kitchen
                                                              • Figure 10: Signals for having cleaned enough in the kitchen, April 2014
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Multipurpose cleaners dominate launch activity
                                                                • Figure 11: New product launches in cleaning products for the kitchen, % share by product type, 2010-14
                                                                • Figure 12: Examples of new launches of products for cleaning the kitchen, 2014
                                                              • Increasing emphasis on new packaging in 2014
                                                                • Figure 13: New product launches in cleaning products for the kitchen*, % share by launch type, 2010-14
                                                                • Figure 14: Examples of new product launches in kitchen care, 2014
                                                              • Branded products dominate launch activity
                                                                • Figure 15: New product launches in cleaning products for the kitchen, % share by own-label/branded and product type, 2014
                                                                • Figure 16: Examples of own-label launches in products for cleaning the kitchen, 2014
                                                              • P&G, RB and Unilever lead launch activity
                                                                • Figure 17: New product launches in cleaning products for the kitchen, % share by top 20 companies*, 2010-14
                                                              • Ethical, antibacterial and convenience top claims
                                                                • Figure 18: New product launches in cleaning products for the kitchen, % share by top 10 claims (based on top 10 for 2014), 2010-14
                                                                • Figure 19: Examples of products making convenience-related claims, 2014
                                                            • Segment Performance

                                                              • Key points
                                                                • Growth in sales of more specialist products for the kitchen
                                                                  • Figure 20: UK retail value sales of products for cleaning products the kitchen, by segment, 2013 and 2014
                                                              • Market Share

                                                                • Key points
                                                                  • Flash brand leads multipurpose cleaning
                                                                    • Figure 21: Brand value shares for multipurpose cleaners, years ending November 2013 and 2014
                                                                  • Big five brands dominate kitchen cleaners
                                                                    • Figure 22: Brand value shares for kitchen cleaners, years ending November 2013 and 2014
                                                                  • Viakal leads sales of limescale removers
                                                                    • Figure 23: Brand value shares for limescale removers and oven and hob cleaners, years ending November 2013 and 2014
                                                                • The Consumer – Frequency of Doing Kitchen Cleaning Tasks

                                                                  • Key points
                                                                    • Worktops and sinks cleaned most frequently
                                                                      • Figure 24: Frequency of doing different cleaning tasks in the kitchen, December 2014
                                                                      • Figure 25: Doing cleaning tasks in the kitchen once a week or more often, by task, December 2014
                                                                      • Figure 26: Cleaning kitchen worktops and sinks/draining boards once a day or more, by age and gender, December 2014
                                                                    • Oven cleaning often neglected
                                                                      • Bin cleaning most likely to happen once a week
                                                                          • Figure 27: Cleaning the kitchen bins and the fridge/freezer once a week or more often, by age and parental status, December 2014
                                                                      • The Consumer – Products Used for Different Kitchen Cleaning Tasks

                                                                        • Key points
                                                                          • Trigger sprays used most on worktops, tiles and hobs
                                                                            • Figure 28: Cleaning products used for different cleaning tasks in the kitchen, December 2014
                                                                          • Wipes another convenient option for kitchen cleaning
                                                                              • Figure 29: Usage of cleaning wipes for cleaning cupboards and drawers, cupboard or fridge doors and kitchen worktops, by age, December 2014
                                                                            • Cream cleaners used most on ovens and cooker tops
                                                                              • Soapy water a substitute for hard surface cleaners
                                                                                  • Figure 30: Usage of cloth and soapy water for selected kitchen areas, by age, December 2014
                                                                              • The Consumer – Interest in Products for Cleaning the Kitchen

                                                                                • Key points
                                                                                  • Extra cleaning power without scratching most important
                                                                                    • Figure 31: Interest in buying cleaning products for the kitchen with different features or benefits, December 2014
                                                                                  • Strong interest in longer-lasting or all-natural antibacterial protection
                                                                                    • Figure 32: Interest in antibacterial protection properties, by generation, December 2014
                                                                                  • Protective and preventative product attributes also important
                                                                                      • Figure 33: Interest in products that prevent the build-up of limescale on taps, sinks and draining boards, by region, December 2014
                                                                                    • Finishing touches also important in the kitchen
                                                                                        • Figure 34: Interest in buying cleaning products for the kitchen with longer-lasting scents or those that eliminate lingering cooking smells and food odours, by type of kitchen, December 2014
                                                                                      • Dispensing with the need for a surface cleaner
                                                                                      • The Consumer – Attitudes towards the Kitchen

                                                                                        • Key points
                                                                                          • Hygiene a top priority in the kitchen
                                                                                            • Figure 35: Attitudes towards the kitchen, December 2014
                                                                                          • Meal preparation drives cleaning of worktops and cooking appliances
                                                                                            • Figure 36: Giving the worktops and hob a good clean after cooking and spending a lot of time cooking and preparing meals, by age, December 2014
                                                                                          • More than a fifth of people have most everyday meals in the kitchen
                                                                                            • Figure 37: Attitudes towards and usage of the kitchen, by those with separate kitchens with seating or open plan kitchen-diners, December 2014
                                                                                          • Lack of time and space limit cleaning of the kitchen
                                                                                              • Figure 38: Impact of lack of time or space on cleaning and tidying the kitchen, December 2014
                                                                                            • Room to increase usage of descaling products and specialist products
                                                                                                • Figure 39: Selected attitudes towards the kitchen, all vs. those who have had a new kitchen fitted in the last three years, December 2014

                                                                                            Cleaning the Kitchen - UK - March 2015

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