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Hard Surface Care - Europe - December 2010

This is an essential and steady market, one where some segments can even expand better in times of recession, as consumers spend more time and money in the house, and less going out or on holiday. A growing DIY attitude towards the home may also swell sales, e.g. of window cleaners. However, there are also downward trends in the form of more promotional activity, more own-brands, and a shift towards basic multi-purpose lines, often perceived as more economical just by virtue of their simplicity and practicality. Still, suppliers who study the market carefully may yet escape price pressures in the right niches.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Sales rise steadily, even benefiting from a cocooning trend in recession
              • However, consumers also buy more lower-margin lines; and refuge in higher-margin niches needs careful research
                • Greenness and multi-purpose dominate GNPD
                  • Frequency of usage declines; liquids gain share; bleach falls back
                  • European Market Size and Forecast

                    • Key points
                      • Figure 1: General purpose cleaners: Value in local currency, 2004-14
                      • Figure 2: General purpose cleaners: Index based on value in local currency, 2004-14
                      • Figure 3: General purpose cleaners: Value in local currency, 2003-14
                      • Figure 4: General purpose cleaners: Index based on value in local currency, 2004-14
                      • Figure 5: General purpose cleaners: Volume, 2003-13
                      • Figure 6: General purpose cleaners: Spend per capita (population), 2004-14
                      • Figure 7: General purpose cleaners: Spend per capita (population), 2003-14
                  • Market Segmentation

                    • Key points
                      • France
                        • Figure 8: France - General purpose cleaners: Market segmentation, by value, 2008
                      • Germany
                        • Figure 9: Germany - General purpose cleaners: Market segmentation, by value, 2009
                      • Italy
                        • Figure 10: Italy - General purpose cleaners: Market segmentation, by value, 2009
                      • Spain
                        • Figure 11: Spain - General purpose cleaners: Market segmentation, by volume, 2008
                        • Figure 12: Spain - General purpose cleaners: Market segmentation, by value, 2008
                      • UK
                        • Figure 13: UK - General purpose cleaners: Market segmentation, by value, 2008
                      • Other European countries
                        • Figure 14: Czech Republic - General purpose cleaners: Market segmentation, by value, 2009
                        • Figure 15: Poland - General purpose cleaners: Market segmentation, by volume, 2008
                        • Figure 16: Poland - General purpose cleaners: Market segmentation, by value, 2008
                        • Figure 17: Slovak Republic - General purpose cleaners: Market segmentation, by value, 2009
                        • Figure 18: Turkey - General purpose cleaners: Market segmentation, by volume, 2008
                        • Figure 19: Turkey - General purpose cleaners: Market segmentation, by value, 2008
                    • Companies and Product Innovation

                      • Key points
                        • Figure 20: Percentage of new product launches, by region, 2010
                        • Figure 21: Percentage of new product launches, by top ten European countries, 2010
                        • Figure 22: Percentage of new product launches, by the ‘Big 5’ countries, 2010
                        • Figure 23: Percentage of new product launches by top five claims by the ‘Big 5’ European countries, 2010
                      • France
                        • Figure 24: Number of new product launches, France, 2007-10
                        • Figure 25: Top five claims on new product development, France, 2007-10
                      • Most innovative products
                        • Germany
                          • Figure 26: Number of new product launches, Germany, 2007-10
                          • Figure 27: Top five claims on new product development, Germany, 2007-10
                        • Most innovative products
                          • Italy
                            • Figure 28: Number of new product launches, Italy, 2007-10
                            • Figure 29: Top five claims on new product development, Italy, 2007-10
                          • Most innovative products
                            • Spain
                              • Figure 30: Number of new product launches, Spain, 2007-10
                              • Figure 31: Top five claims on new product development, Spain, 2007-10
                            • Most innovative products
                              • UK
                                • Figure 32: Number of new product launches, UK, 2007-10
                                • Figure 33: Top five claims on new product development, UK, 2007-10
                              • Most innovative products
                              • The Consumer

                                • Key points
                                  • Household Cleaners
                                    • France
                                      • Figure 34: Trends in frequency and usage of household cleaners, France, 2005-09
                                      • Figure 35: Trends in types of household cleaners use, France, 2005-09
                                      • Figure 36: Trends in types of household cleaners used most often, France, 2005-09
                                    • Germany
                                      • Figure 37: Trends in frequency and usage of household cleaners, Germany, 2005-09
                                      • Figure 38: Trends in types of household cleaners use, Germany, 2005-09
                                      • Figure 39: Trends in types of household cleaners used most often, Germany, 2005-09
                                    • Spain
                                      • Figure 40: Trends in frequency and usage of household cleaners, Spain, 2005-09
                                      • Figure 41: Trends in types of household cleaners use, Spain, 2007-09
                                      • Figure 42: Trends in types of household cleaners used most often, Spain, 2005-09
                                    • Great Britain
                                      • Figure 43: Trends in frequency and usage of household cleaners, GB, 2005-09
                                      • Figure 44: Trends in types of household cleaners use, GB, 2005-09
                                      • Figure 45: Trends in types of household cleaners used most often, GB, 2005-09
                                    • Polishes and dusters for furniture and floors
                                      • France
                                        • Figure 46: Trends in frequency and usage of furniture polishes and dusters, France, 2007-09
                                        • Figure 47: Trends in types of furniture polishes and dusters used most often, France, 2007-09
                                        • Figure 48: Trends in frequency and usage of floor polishes, France, 2005-09
                                      • Germany
                                        • Figure 49: Trends in frequency and usage of furniture polishes and dusters for furniture and floors, Germany, 2005-09
                                        • Figure 50: Trends in types of furniture polishes and dusters for furniture and floors used most often, Germany, 2005-09
                                      • Spain
                                        • Figure 51: Trends in frequency and usage of furniture polishes and dusters, Spain, 2007-09
                                        • Figure 52: Trends in types of furniture polishes and dusters used most often, Spain, 2007-09
                                        • Figure 53: Trends in frequency and usage of floor polishes, Spain, 2005-09
                                      • Great Britain
                                        • Figure 54: Trends in frequency and usage of furniture polishes and dusters for furniture and floors, GB, 200509
                                        • Figure 55: Trends in types of furniture polishes and dusters for furniture and floors used most often, GB, 2005-09
                                      • Domestic Bleaches
                                        • Figure 56: Trends in frequency and usage of domestic bleaches, France, Spain, GB, 2005-09
                                      • Lifestyle statements
                                          • Figure 57: Trends in agreement with selected lifestyle statements, France, 2005-09
                                          • Figure 58: Trends in agreement with selected lifestyle statements, Germany, 2005-09
                                          • Figure 59: Trends in agreement with selected lifestyle statements, Spain, 2005-09
                                          • Figure 60: Trends in agreement with selected lifestyle statements, GB, 2005-09
                                      • Appendix – Demographic Data

                                          • Overall analysis
                                              • Figure 61: Frequency and usage of household cleaners, by demographics, France, 2009
                                              • Figure 62: Frequency and usage of household cleaners, by demographics, Germany, 2009
                                              • Figure 63: Frequency and usage of household cleaners, by demographics, Spain, 2009
                                              • Figure 64: Frequency and usage of household cleaners, by demographics, GB, 2009
                                              • Figure 65: Frequency and usage of furniture polishes and dusters for furniture and floors, by demographics, Germany, 2009
                                              • Figure 66: Frequency and usage of furniture polishes and dusters for furniture and floors, by demographics, GB, 2009
                                              • Figure 67: Frequency and usage of furniture polishes and dusters, by demographics, France, 2009
                                              • Figure 68: Frequency and usage of furniture polishes and dusters, by demographics, Spain, 2009
                                              • Figure 69: Frequency and usage of floor polishes, by demographics, France, 2009
                                              • Figure 70: Frequency and usage of floor polishes, by demographics, Spain, 2009
                                              • Figure 71: Frequency and usage of domestic bleaches, by demographics, France, 2009
                                              • Figure 72: Frequency and usage of domestic bleaches, by demographics, Spain, 2009
                                              • Figure 73: Frequency and usage of domestic bleaches, by demographics, GB, 2009
                                              • Figure 74: Agreement with selected lifestyle statements, by demographics, France, 2009
                                              • Figure 75: Agreement with selected lifestyle statements, by demographics, France, 2009
                                              • Figure 76: Agreement with selected lifestyle statements, by demographics, Germany, 2009
                                              • Figure 77: Agreement with selected lifestyle statements, by demographics, Germany, 2009
                                              • Figure 78: Agreement with selected lifestyle statements, by demographics, Spain, 2009
                                              • Figure 79: Agreement with selected lifestyle statements, by demographics, Spain, 2009
                                              • Figure 80: Agreement with selected lifestyle statements, by demographics, GB, 2009
                                              • Figure 81: Agreement with selected lifestyle statements, by demographics, GB, 2009
                                          • Appendix – Market Size and Forecast Data

                                              • Figure 82: General purpose cleaners: Value in local currency, 2004-14
                                              • Figure 83: General purpose cleaners: Index based on value in local currency, 2004-14
                                              • Figure 84: General purpose cleaners: Value in local currency, 2003-14
                                              • Figure 85: General purpose cleaners: Index based on value in local currency, 2004-14
                                              • Figure 86: General purpose cleaners: Volume, 2003-13
                                              • Figure 87: General purpose cleaners: Spend per capita (population), 2004-14
                                              • Figure 88: General purpose cleaners: Spend per capita (population), 2003-14

                                          Companies Covered

                                          To learn more about the companies covered in this report please contact us.

                                          Hard Surface Care - Europe - December 2010

                                          US $1,821.92 (Excl.Tax)