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Hard Surface Cleaning and Care Products - UK - March 2016

“The hard surface cleaning and care market is in decline, a result of competitive pricing and consumers relying on fewer multipurpose products. In a particularly price-sensitive category brands can look to add value by demonstrating how their products can save consumers time and effort while maintaining crucial efficacy.”

Richard Hopping, Brand and Household Analyst

This report looks at the following areas:

  • A growing issue of health
  • Multipurpose cleaners increasingly cannibalise sales

While cleaning power remains the most important element for the majority of consumers, convenience is also having an effect on the type of products that consumers seek. There is potential for brands to benefit from proving how their products can help save time and effort while still maintaining efficacy.

Brands should also be aware of health and environmental concerns among consumers, something which may come into clearer focus as impending labelling regulations edge ever nearer. This represents an opportunity for more natural products to increase their influence in the market, provided they can demonstrate their own functional benefits.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
        • Excluded
        • Executive Summary

            • A market in decline
              • Figure 1: Best- and worst-case forecast for UK value sales of hard surface cleaners*, 2010-20
            • Multipurpose cleaners the only segment to see growth
              • Figure 2: UK retail value sales of hard surface cleaners, by segment, 2013-15
            • All-purpose cleaners dominate launch activity
              • Figure 3: New product development in the hard surface care category, by sub-category, 2012-15
            • Dettol’s proposition underpins increase in market share
              • Figure 4: Brand personality – Micro image, December 2015
            • Trigger sprays by far the most popular format
              • Figure 5: Usage of hard surface cleaning products in the last 6 months, November 2015
            • Cleaning power is a priority for vast majority of buyers
              • Figure 6: Factors considered most important when shopping for hard surface cleaners, November 2015
            • Consumers would pay more to save time
              • Figure 7: Interest in hard surface cleaning products with features involving formulations (“any interested” and “any interested and would pay more for”), November 2015
            • What we think
            • Issues and Insights

              • A growing issue of health
                • The facts
                  • The implications
                    • Multipurpose cleaners increasingly cannibalise sales
                      • The facts
                        • The implications
                        • The Market – What You Need to Know

                          • Competitive pricing and discounting harm value sales
                            • Regular multipurpose cleaners dominate the market
                              • Increase in population and households drive potential for growth …
                                • … but health concerns are likely to prove a challenge for existing brands
                                • Market Size and Forecast

                                  • A market in decline
                                    • Figure 8: UK retail value sales of hard surface cleaners*, at current and constant prices, 2010-20
                                  • The future holds increased potential for growth
                                    • Figure 9: Best- and worst-case forecast for UK value sales of hard surface cleaners*, 2010-20
                                • Segment Performance

                                  • Multipurpose cleaners the only segment to see growth
                                    • Figure 10: UK retail value sales of hard surface cleaners, by segment, 2013-15
                                  • Bathroom cleaners hardest hit
                                  • Channels to Market

                                    • Competitive pricing drives sales through grocery
                                      • Figure 11: UK retail value sales of hard surface cleaners*, by outlet type, 2013-15
                                  • Market Drivers

                                    • More people = more cleaning
                                      • Figure 12: Trends in the age structure of the UK population, 2010-20
                                    • Average household size in decline
                                      • Figure 13: UK households, by size, 2010-20
                                    • Recovery in economy and housing market
                                      • Figure 14: GDP quarterly percentage change, Q1 2006-Q3 2015
                                    • Entertaining guests
                                      • Figure 15: Tasks prioritised when preparing for the visit of guests (top five), August 2014
                                    • Concerns over health increase
                                      • ‘Indoor pollution’
                                        • New regulations highlight potential irritancy
                                          • Standard vs eco-friendly household care
                                            • Figure 16: Usage of eco-friendly cleaning products vs regular cleaning products, by cleaning task, April 2015
                                          • Discount sector continues to grow
                                            • Figure 17: Aldi Stores Ltd (UK & Ireland)^ and Lidl (UK) outlet data, 2011-15
                                        • Key Players – What You Need to Know

                                          • Dettol increases share at the expense of Flash
                                            • True innovation declines
                                              • Advertising support increases to kick-start sales
                                                • Reckitt Benckiser top spender
                                                • Market Share

                                                  • Dettol increases market share
                                                    • Figure 18: Brand value shares for multipurpose, kitchen and floor cleaning, years ending November 2014 and 2015
                                                  • A switch to multipurpose harms sales of specialist products
                                                    • Figure 19: Brand value shares for bathroom/shower cleaners, years ending November 2014 and 2015
                                                • Launch Activity and Innovation

                                                  • All-purpose cleaners dominate launch activity
                                                    • Figure 20: New product development in the hard surface care category, by sub-category, 2012-15
                                                  • True innovation on the wane
                                                    • Figure 21: New product development in the hard surface care category, by launch type, 2012-15
                                                    • Figure 22: Dettol and Cillit Bang relaunches (Reckitt Benckiser), 2015
                                                  • Own-label has some catching up to do
                                                    • Figure 23: New product development in the hard surface care category, own-label vs branded, 2012-15
                                                    • Figure 24: Examples of own-label hard surface care launches, 2015
                                                  • A fragmented market
                                                    • Figure 25: New product development in the hard surface care category, top ultimate companies and other, 2015
                                                  • More than half of NPD is anti-bacterial
                                                    • Figure 26: Leading claims in the hard surface care category, based on top 10 for 2015, 2014-15
                                                    • Figure 27: Examples of NPD from the Mrs Gleam’s brand, 2015
                                                • Brand Communication and Promotion

                                                  • Total adspend rises
                                                    • Figure 28: Total above-the line, online display and direct mail advertising expenditure on hard surface cleaners*, 2012-15
                                                  • All-purpose cleaners demand greatest investment
                                                    • Figure 29: Total above-the line, online display and direct mail advertising expenditure on hard surface cleaners*, by sub-category, 2012-15
                                                  • Reckitt Benckiser account for half of 2015’s adspend
                                                    • Figure 30: Total above-the line, online display and direct mail advertising expenditure on hard surface cleaners*, by main advertisers in 2015, 2012-15
                                                  • Lidl boosts spend on own-label line
                                                    • A visual category
                                                      • Figure 31: Total above-the line, online display and direct mail advertising expenditure on hard surface cleaners*, by media type, 2012-15
                                                    • Nielsen Ad Intel coverage
                                                    • Brand Research

                                                        • Brand map
                                                          • Figure 32: Attitudes towards and usage of selected brands, December 2015
                                                        • Key brand metrics
                                                          • Figure 33: Key metrics for selected brands, December 2015
                                                        • Brand attitudes – Cif and Flash most associated with value
                                                          • Figure 34: Attitudes, by brand, December 2015
                                                        • Brand personality – Mr Muscle marketing creates fun and vibrant image
                                                          • Figure 35: Brand personality – Macro image, December 2015
                                                        • Dettol’s proposition considered caring and family-friendly
                                                          • Figure 36: Brand personality – Micro image, December 2015
                                                        • Brand analysis
                                                          • Dettol uses heritage in hygiene to its advantage
                                                            • Figure 37: User profile of Dettol, December 2015
                                                          • Flash has an accessible, reliable image that helps promote usage
                                                            • Figure 38: User profile of Flash, December 2015
                                                          • Mr Muscle’s advertising generates a fun and vibrant image
                                                            • Figure 39: User profile of Mr Muscle, December 2015
                                                          • Cif most strongly associated with value
                                                            • Figure 40: User profile of Cif, December 2015
                                                          • Cillit Bang is seen as innovative and high-performance
                                                            • Figure 41: User profile of Cillit Bang, December 2015
                                                        • The Consumer – What You Need to Know

                                                          • Trigger sprays the most popular format
                                                            • Cleaning power the most important factor that buyers consider
                                                              • All-purpose products seen as just as effective by most
                                                                • Price and performance remain a barrier to all-natural product take-up
                                                                  • But new labelling regulations may provide an opportunity
                                                                    • Consumers most likely to pay a premium for products that save time
                                                                    • Product Usage

                                                                      • Trigger sprays by far the most popular format
                                                                        • Figure 42: Usage of hard surface cleaning products in the last 6 months, November 2015
                                                                      • 25-34s particularly keen on wipes
                                                                        • Women remain largely responsible for cleaning
                                                                          • Figure 43: Usage of hard surface cleaning products in the last 6 months, by gender, November 2015
                                                                        • Majority stick to three or fewer types
                                                                          • Figure 44: Number of different hard surface cleaning types used in the last 6 months, November 2015
                                                                      • Product Purchasing

                                                                        • Purchasing lower than usage
                                                                          • Figure 45: Purchase of hard surface cleaning products in the last 6 months, November 2015
                                                                        • Similar groups mainly responsible for purchasing
                                                                          • Figure 46: Number of different hard surface cleaning types bought in the last 6 months, November 2015
                                                                      • Important Purchasing Factors

                                                                        • Cleaning power is a priority for vast majority of buyers
                                                                          • Figure 47: Factors considered most important when shopping for hard surface cleaners, November 2015
                                                                        • Highly populated households look for antibacterial properties
                                                                          • Multipurpose products of importance to majority
                                                                            • Parents willing to sacrifice convenience for safety
                                                                              • One-person households have a greater focus on speed
                                                                                • Natural ingredients are not a major source of attraction
                                                                                • Behaviours and Attitudes towards Hard Surface Cleaning Products

                                                                                  • Significant proportion prepared to sacrifice results for ease of use
                                                                                    • Figure 48: Attitudes towards ease of use vs perfect results, November 2015
                                                                                  • 25-34s key group for timesaving products
                                                                                    • Figure 49: Attitudes towards saving time vs perfect results, November 2015
                                                                                  • All-purpose cleaners considered just as effective to most
                                                                                    • Figure 50: Attitudes towards all-purpose cleaners vs specialised cleaners, November 2015
                                                                                  • Still a need for different formats
                                                                                    • Figure 51: Attitudes towards using different cleaners for different surfaces, November 2015
                                                                                  • Harsh chemicals not seen as necessary
                                                                                    • Figure 52: Attitudes towards harsh chemicals and efficacy, November 2015
                                                                                  • Perceived price and performance barriers to all-natural cleaners
                                                                                    • Figure 53: Attitudes towards hard surface cleaners, November 2015
                                                                                  • Half concerned with potential damage to environment or health
                                                                                    • Brands need to effectively communicate labelling changes to allay fears
                                                                                      • Low engagement with packaging may limit labelling impact
                                                                                        • Figure 54: Product usage behaviour for hard surface cleaning products, November 2015
                                                                                      • Wipes offer a quick solution, but half limit usage to reduce waste
                                                                                      • Interest in Product Features for Hard Surface Cleaning Products

                                                                                        • Consumers would pay more to save time
                                                                                          • Figure 55: Interest in hard surface cleaning products with features involving formulations (“any interested” and “interested and would pay more for”), November 2015
                                                                                        • 16-34s and wealthier groups more inclined to pay more
                                                                                          • Consumers less willing to pay more for concentrated products
                                                                                            • Limited use of wipes among older groups lowers overall interest in new formats
                                                                                              • Figure 56: Interest in hard surface cleaning products with features involving formats (“any interested” and “interested and would pay more for”), November 2015
                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                              • Abbreviations
                                                                                                • Fan chart forecast
                                                                                                • Appendix – The Market

                                                                                                    • Figure 57: Best- and worst-case forecast for UK retail value sales of hard surface cleaners*, 2010-20

                                                                                                Companies Covered

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                                                                                                Hard Surface Cleaning and Care Products - UK - March 2016

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