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Hard Surface Cleaners - UK - November 2014

“The convenience culture has had a big impact on the market for hard surface cleaners, with an increasing emphasis being placed on easier to use and time-saving products, as well as more convenient packaging. With an ageing population and increasing time pressures in people’s lives, convenient formats will continue to grow in importance.”

– Richard Caines, Senior Household Care Analyst

This report covers the following issues:

  • Time-poor consumers and the need for quick and easy cleaning
  • Results people are looking to achieve with their cleaning
  • Attitudes towards ingredients, health and hygiene
  • Shopping behaviour and the focus on price

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK retail value sales of hard surface cleaners*, 2009-19
            • Steady growth in sales but slowdown in 2014
              • Mixed fortunes for different segments
                • Figure 2: Breakdown of UK retail value sales of hard surface cleaners, 2013
              • Market drivers
                • Growth in number of households
                  • Importance attached to maintaining a clean home
                    • Companies, brands and innovation
                      • Reckitt Benckiser leads hard surface cleaning
                        • Figure 3: Manufacturer value shares in hard surface cleaners, year ending October 2014
                      • Wide range of new product launches
                        • New launches in 2014 drive increase in advertising
                          • Figure 4: Main media advertising expenditure on hard surface cleaners *, 2010-14
                        • The consumer
                          • Trigger sprays the most popular format
                            • Figure 5: Usage of different types of hard surface cleaning product in the last six months, August 2014
                          • Cleaning power and convenience most important
                            • Figure 6: Factors considered very important when deciding what hard surface cleaning products to buy, August 2014
                          • Opportunities for added-value cleaning products
                            • Figure 7: Interest in and willingness to pay more for features and/or benefits for hard surface cleaning products, August 2014
                          • Heavy focus on promotions and lack of brand loyalty
                            • Figure 8: Buying behaviour when shopping for hard surface cleaning products, August 2014
                          • Marked support for all-natural products
                            • Figure 9: Attitudes towards hard surface cleaning products, August 2014
                          • What we think
                          • Issues and Insights

                              • Time-poor consumers and the need for quick and easy cleaning
                                • The facts
                                  • The implications
                                    • Results people are looking to achieve with their cleaning
                                      • The facts
                                        • The implications
                                          • Attitudes towards ingredients, health and hygiene
                                            • The facts
                                              • The implications
                                                • Shopping behaviour and the focus on price
                                                  • The facts
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: Factory Fear
                                                          • Trend: Help Me Help Myself
                                                            • Trend: Prepare for the Worst
                                                            • Market Drivers

                                                              • Key points
                                                                • Growth in number of households
                                                                  • Figure 10: UK households, by size, 2009-19
                                                                • UK population growth continues
                                                                  • Figure 11: Trends in the age structure of the UK population, 2009-19
                                                                • High importance attached to home care
                                                                  • Figure 12: Any agreement with attitudinal statements on home care, April 2014
                                                                • Amount of time spent cleaning the home
                                                                  • Figure 13: Amount of time spent on average during a typical week cleaning the home, by gender, April 2014
                                                                • Signals for having cleaned enough
                                                                  • Figure 14: Signals for having cleaned enough in the bathroom and kitchen, April 2014
                                                                • Most people share a bathroom
                                                                  • Figure 15: Bathrooms, shower rooms, wet rooms or cloakrooms at home, 2012-14
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Launch activity focused on wide a range of products
                                                                    • Figure 16: New product launches in the UK hard surface cleaners and toilet care market, 2009-14
                                                                    • Figure 17: Examples of new product launches in the UK hard surface cleaners and toilet care market, 2013 and 2014
                                                                  • Own-label dominates NPD
                                                                    • Figure 18: New product launches in the UK hard surface cleaners and toilet care market, % share brands vs. own-label by sub-category, 2013
                                                                    • Figure 19: Examples of own-label product launches in the UK hard surface cleaners and toilet care market, 2013 and 2014
                                                                  • Large number of companies launching products
                                                                    • Figure 20: New product launches in the UK hard surface cleaners and toilet care market, % share by company (top 15 companies, based on launch activity for 2013), 2009-14
                                                                  • Four in 10 products make antibacterial claims
                                                                    • Figure 21: New product launches in the UK hard surface cleaners and toilet care market, % share by claims (based on top 10 claims for 2013), 2009-14
                                                                    • Figure 22: Examples of new product launches in the UK hard surface cleaners, toilet care and household polishes and specialist cleaners market making antibacterial claims, 2013 and 2014
                                                                  • Companies focusing on improving environmental credentials
                                                                      • Figure 23: Examples of new product launches in the UK hard surface cleaners and toilet care market making environmentally-friendly product claims, 2013 and 2014
                                                                    • Convenience increasingly important
                                                                      • Figure 24: Examples of new product launches in the UK hard surface cleaners and toilet care market making ease of use claims, 2013 and 2014
                                                                    • Most launches new products or range extensions
                                                                      • Figure 25: New product launches in the UK hard surface cleaners and toilet care market, % share by Launch type, 2009-14
                                                                      • Figure 26: Other examples of new product launches in the UK hard surface cleaners and toilet care market, 2013 and 2014
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Steady growth in sales maintained
                                                                        • Figure 27: UK retail value sales and forecast of hard surface cleaners*, at current and constant prices, 2009-19
                                                                      • The future
                                                                        • Figure 28: Best- and worst-case forecast of UK retail sales of hard surface cleaners*, 2009-19
                                                                      • Forecast methodology
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Antibacterial and specialist products boosting sales
                                                                            • Figure 29: UK retail value sales of hard surface cleaners, by segment, 2010-14
                                                                            • Figure 30: Breakdown of UK retail value sales of multipurpose, kitchen and bathroom/shower cleaners, by segment, 2013
                                                                            • Figure 31: Breakdown of UK retail value sales of bleach, disinfectant and toilet care products, by segment, 2013
                                                                        • Market Share

                                                                          • Key points
                                                                            • Big four account for two thirds of total sales
                                                                              • Figure 32: Manufacturer value shares in the hard surface cleaners market*, years ending October 2013 and 2014
                                                                              • Figure 33: Brand value shares in the hard surface cleaners market*, years ending October 2013 and 2014
                                                                            • Flash leads but Dettol gains market share
                                                                              • Figure 34: Brand value shares for multipurpose, kitchen and floor cleaners, years ending October 2013 and 2014
                                                                            • Three brands vying for lead in bathroom and shower cleaning
                                                                              • Figure 35: Brand value shares for bathroom and shower cleaners, years ending October 2013 and 2014
                                                                            • Harpic the biggest brand in specialist toilet care
                                                                              • Figure 36: Brand value shares for specialist toilet care*, years ending October 2013 and 2014
                                                                            • Big own-label presence in bleaches market
                                                                              • Figure 37: Brand value shares for bleaches, years ending October 2013 and 2014
                                                                            • Furniture polish brands represent most polish sales
                                                                              • Figure 38: Brand value shares for household polishes*, years ending October 2013 and 2014
                                                                            • Specialist cleaners see growth in sales
                                                                              • Figure 39: Brand value shares for specialist cleaning products (including disinfectants)*, years ending October 2013 and 2014
                                                                          • Companies and Products

                                                                            • Ecover
                                                                              • Background and structure
                                                                                • Product range and innovation
                                                                                  • Figure 40: Examples of new product launches by Ecover in the hard surface cleaners and toilet care market, October 2013-September 2014
                                                                                • Marketing and advertising
                                                                                  • Jeyes
                                                                                    • Background and structure
                                                                                      • Product range and innovation
                                                                                          • Figure 41: Examples of new product launches by Jeyes in the hard surface cleaners and toilet care market, October 2013-September 2014
                                                                                          • Figure 42: Examples of new product launches by Jeyes in the hard surface cleaners and toilet care market, October 2013-September 2014 (cont)
                                                                                        • Marketing and advertising
                                                                                          • McBride
                                                                                            • Background and structure
                                                                                              • Product range and innovation
                                                                                                • Marketing and advertising
                                                                                                  • Procter & Gamble
                                                                                                    • Background and structure
                                                                                                      • Product range and innovation
                                                                                                          • Figure 43: Examples of new product launches by Procter & Gamble in the hard surface cleaners and toilet care market, October 2013-September 2014
                                                                                                        • Marketing and advertising
                                                                                                          • Reckitt Benckiser
                                                                                                            • Background and structure
                                                                                                              • Product range and innovation
                                                                                                                  • Figure 44: Examples of new product launches by Reckitt Benckiser in the hard surface cleaners and toilet care market, October 2013-September 2014
                                                                                                                  • Figure 45: Examples of new product launches by Reckitt Benckiser in the hard surface cleaners and toilet care market, October 2013-September 2014 (cont)
                                                                                                                • Marketing and advertising
                                                                                                                  • SC Johnson
                                                                                                                    • Background and structure
                                                                                                                      • Product range and innovation
                                                                                                                          • Figure 46: Examples of new product launches by SC Johnson in the hard surface cleaners and toilet care market, October 2013-September 2014
                                                                                                                          • Figure 47: Examples of new product launches by SC Johnson in the hard surface cleaners and toilet care market, October 2013-September 2014
                                                                                                                        • Marketing and advertising
                                                                                                                          • Spotless Punch
                                                                                                                            • Background and structure
                                                                                                                              • Product range and innovation
                                                                                                                                • Figure 48: Examples of new product launches by Spotless Punch in the hard surface cleaners and toilet care market, October 2013-September 2014
                                                                                                                              • Thornton & Ross
                                                                                                                                • Background and structure
                                                                                                                                  • Product range and innovation
                                                                                                                                    • Figure 49: Example of new product launches by Thornton & Ross in the hard surface cleaners and toilet care market, October 2013-September 2014
                                                                                                                                  • Marketing and advertising
                                                                                                                                    • Unilever
                                                                                                                                      • Background and structure
                                                                                                                                        • Product range and innovation
                                                                                                                                            • Figure 50: Examples of new product launches by Unilever in the hard surface cleaners and toilet care market, October 2013-September 2014
                                                                                                                                            • Figure 51: Examples of new product launches by Unilever in the hard surface cleaners and toilet care market, October 2013-September 2014 (cont)
                                                                                                                                          • Marketing and advertising
                                                                                                                                            • Other companies
                                                                                                                                              • Figure 52: Selected other companies and brands in the hard surface cleaners market, 2014
                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                            • Key points
                                                                                                                                              • Increase in 2014 total advertising
                                                                                                                                                • Figure 53: Main media advertising expenditure on hard surface cleaners *, 2010-14
                                                                                                                                              • All-purpose cleaners the most advertised products
                                                                                                                                                • Figure 54: Main media advertising expenditure on hard surface cleaners, by sub-category, 2011-14
                                                                                                                                              • RB the biggest advertising spender
                                                                                                                                                • Figure 55: Main media advertising expenditure on hard surface cleaners, by leading advertisers, 2011-14
                                                                                                                                              • New launches a big focus for advertising
                                                                                                                                                • Figure 56: Main media advertising expenditure on hard surface cleaners, by top 20 campaigns, 12 months to 30 September 2014
                                                                                                                                                • Figure 57: Main media advertising expenditure on hard surface cleaners, by brand, 12 months to 30 September 2014
                                                                                                                                              • TV advertising dominated spending
                                                                                                                                                • Figure 58: Main media advertising expenditure on hard surface cleaners, by media type, 2011-14
                                                                                                                                            • Channels to Market

                                                                                                                                              • Key points
                                                                                                                                                • Supermarkets dominate retail distribution
                                                                                                                                                  • Figure 59: UK retail value sales of hard surface cleaners*, by outlet type, 2012-14
                                                                                                                                                • Discounters have a growing presence
                                                                                                                                                • The Consumer – Usage of Cleaning Products

                                                                                                                                                  • Key points
                                                                                                                                                    • Trigger sprays the dominant format
                                                                                                                                                      • Figure 60: Usage of different types of hard surface cleaning product in the last six months, August 2014
                                                                                                                                                    • Toilet cleaners most widely used specialist product
                                                                                                                                                      • Figure 61: Usage of specialist household cleaning products in the last six months, August 2014
                                                                                                                                                    • Wipes popular for freshening up the toilet
                                                                                                                                                      • Wide selection of cleaning products used
                                                                                                                                                        • Figure 62: Number of different types of hard surface cleaning and toilet care products used in the last six months, August 2014
                                                                                                                                                    • The Consumer – Factors Influencing Choice

                                                                                                                                                      • Key points
                                                                                                                                                        • Cleaning power the all important factor
                                                                                                                                                          • Figure 63: Importance of different factors when deciding what hard surface cleaning products to buy, August 2014
                                                                                                                                                        • Convenience comes in a number of different forms
                                                                                                                                                            • Figure 64: Influence of convenience factors on choice of hard surface cleaning products (% considering very important), by age, August 2014
                                                                                                                                                          • Adding the finishing touches to a room
                                                                                                                                                              • Figure 65: Influence of giving a shiny/smear-free finish and scent/fragrance on choice of hard surface cleaning products (% considering very important), by age, August 2014
                                                                                                                                                            • Concerns for health and the environment
                                                                                                                                                            • The Consumer – Interest in Product Features

                                                                                                                                                              • Key points
                                                                                                                                                                • Extra cleaning power and preventative measures
                                                                                                                                                                  • Figure 66: Interest in features and/or benefits for hard surface cleaning products, August 2014
                                                                                                                                                                • Health-related product benefits can command a price premium
                                                                                                                                                                    • Figure 67: Interest in and willingness to pay more for health-related features or benefits in hard surface cleaning products, by age of children in household, August 2014
                                                                                                                                                                  • More concentrated cleaning solutions need to emphasise value
                                                                                                                                                                      • Figure 68: Interest in and willingness to pay more for concentrated cleaning solutions in various formats in hard surface cleaning products, by age and socio-economic group, August 2014
                                                                                                                                                                  • The Consumer – Buying Behaviour

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Special offers lowering average transaction values
                                                                                                                                                                        • Figure 69: Buying behaviour when shopping for hard surface cleaning products, August 2014
                                                                                                                                                                        • Figure 70: Taking advantage of special offers and promotions to save money on hard surface cleaning products, by generation, August 2014
                                                                                                                                                                      • Discount stores taking sales from major supermarkets
                                                                                                                                                                          • Figure 71: Changes over the last couple of years in where people buy cleaning products, by age, August 2014
                                                                                                                                                                        • Core group of cleaning product enthusiasts
                                                                                                                                                                        • The Consumer – Attitudes towards Hard Surface Cleaning Products

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Significant concerns about chemicals in cleaning products
                                                                                                                                                                              • Figure 72: Attitudes towards hard surface cleaning products, August 2014
                                                                                                                                                                            • Household staples used by a third of people for cleaning
                                                                                                                                                                              • Figure 73: Usage of vinegar, baking soda, and/or lemon as an alternative to conventional cleaning products, and trying to use surface cleaners with fewer chemicals, by generation, August 2014
                                                                                                                                                                            • Price and effectiveness not major barriers for all-natural products
                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                                • Figure 74: Best- and worst-case forecast for UK retail value sales of hard surface cleaners*, 2014-19
                                                                                                                                                                            • Appendix – Who’s Innovating?

                                                                                                                                                                                • Figure 75: Breakdown of new product launches in the UK hard surface cleaners and toilet care market making antibacterial claims, % share by sub-category, January 2013-September 2014
                                                                                                                                                                                • Figure 76: New product launches in the UK hard surface cleaners and toilet care market, by packaging material, January 2010-September 2014

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Ecover UK
                                                                                                                                                                            • Jeyes UK
                                                                                                                                                                            • SC Johnson UK

                                                                                                                                                                            Hard Surface Cleaners - UK - November 2014

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