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Household Cleaning Equipment - UK - June 2013

“Encouraging people to trade up is the biggest challenge facing the household cleaning equipment market, as most people see these products as staple, need-driven purchases that they do not want to pay more than they have to for. Brands need to encourage consumers to shift some of their focus away from ‘lowest price’ to looking for better value in terms of longer-lasting products and those with added benefits, such as antibacterial protection or making cleaning easier.”

– Richard Caines, Senior Household Care Analyst


Some questions answered in this report include:

  • How can brands move shoppers’ focus away from lowest price?
  • What added product benefits are likely to appeal in cloths and scourers?
  • Can product improvements to other items of equipment boost sales?
  • Do existing brand associations provide a good platform for growth?
  • Can environmental messages help to drive sales of particular products?
 

The market for household cleaning equipment consists of products such as cleaning cloths, scouring products and gloves that typically need replacement due to getting dirty or worn out. It also includes more durable household items such as mops, buckets and brooms, and dustpan and brushes that are purchased infrequently in the majority of homes.

In terms of usage, the main household chores that require cleaning equipment are cleaning the kitchen and bathroom, floor cleaning, dusting, and hand dishwashing. All these tasks form a regular part of household cleaning routines, and have a need for specialist products. In some instances, such as with some types of cloths and rubber gloves, products can be used for a variety of tasks.

This is a stable market that tends to show steady growth year-on-year, although sales dipped slightly in 2012 to £178 million due to less being spent on floor cleaning equipment. The market is quite evenly divided between branded and own-label products, with branded products having a smaller share of sales than in other areas of the cleaning market.

The challenge facing brands and retailers in this market is increasing awareness of new products and, through stronger engagement and improved communications, encouraging more shoppers to focus on added functional benefits of cleaning equipment over low price. This report looks at usage of household cleaning equipment, factors influencing product choice, product replacement and usage patterns, as well as interest in new product features.

 

The report examines the retail market for household cleaning equipment, including the following product categories:

  • cleaning cloths, sponges and wipes
  • scouring products, including washing-up tools
  • gloves, including household, disposable and tough gloves
  • dusters, including dusting sticks, traditional, microfibre and disposable dusters
  • floor cleaning, including mops, floor kits (including refills), buckets/wringers, brooms, scrubbing brushes, and dustpan and brushes.

This market definition excludes disposable wipes and antibacterial cleaning wipes, which are covered in Mintel’s Household Hard Surface Cleaning and Care Products – UK, December 2012 report.

 

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK sales of household cleaning equipment*, 2007-17
            • Small dip in 2012 sales, but return to growth expected
              • Floor cleaning sees fall in sales
                • Figure 2: Breakdown of retail value sales of household cleaning equipment, % share by segment, 2012
              • Market factors
                • More households but less space per home
                  • Large amount of time spent cleaning and washing up
                    • Companies, brands and innovation
                      • NPD focuses on economy and ease of use
                        • High levels of trust for branded products
                          • The consumer
                            • Eight in ten people use sponge scourers
                              • Figure 3: Usage of scourers, sponges and cloths in household, March 2013
                            • Big emphasis on versatility and durability at a low price
                                • Figure 4: Factors influencing choice of cloths, scourers or sponges, March 2013
                              • Washing-up drives replacement purchasing of cloths and scourers
                                • Figure 5: Agreement with statements on use of cleaning equipment for washing-up, March 2013
                              • Strong interest in number of product improvements
                                  • Figure 6: Interest in various product features of household cleaning equipment, March 2013
                                • What we think
                                • Issues in the Market

                                    • How can brands move shoppers’ focus away from lowest price?
                                      • What added product benefits are likely to appeal in cloths and scourers?
                                        • Can product improvements to other items of equipment boost sales?
                                          • Do existing brand associations provide a good platform for growth?
                                            • Can environmental messages help to drive sales of particular products?
                                            • Trend Application

                                                • Trend: Help Me Help Myself
                                                  • Minimize Me
                                                    • Mintel Futures: Human
                                                    • Market Drivers

                                                      • Key points
                                                        • Growth in number of households
                                                          • Figure 7: UK households, by size, 2007-17
                                                        • Homes are getting smaller
                                                          • Figure 8: Number of bedrooms by all households, 2009-12
                                                          • Figure 9: Breakdown of UK residential properties, by floor area, 2009-11
                                                        • Large area of floor space in need of mopping
                                                          • Figure 10: Types of flooring currently in household, November 2012
                                                        • Ageing population but also more children
                                                          • Figure 11: Trends in the age structure of the UK population, 2007-17
                                                        • Time spent cleaning the home
                                                          • Figure 12: Amount of time spent on average during a typical week cleaning the home, November 2012
                                                        • Attitudes towards household cleaning
                                                          • Figure 13: Attitudes towards household cleaning, November 2012
                                                        • Household cleaning priorities and dislikes
                                                          • Figure 14: Top cleaning priorities and most disliked cleaning tasks, November 2012
                                                        • Washing-up patterns
                                                          • Figure 15: Frequency with which people do washing up by hand, February 2013
                                                        • Pressure on household budgets puts focus on value
                                                          • Figure 16: GDP quarterly percentage change, Q1 2004-Q2 2012
                                                          • Figure 17: Trends in how respondents would describe their financial situation, February 2009-April 2013
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Own-label outnumbered by branded launches in 2012
                                                            • Figure 18: New product launches in UK household cleaning equipment*, Index of total launches and % share by own-label and branded, 2009-13
                                                          • Spontex leads branded launches
                                                            • Figure 19: New product launches in UK household cleaning equipment*, % share by company, 2009-13
                                                          • New products emphasise value attributes
                                                            • Figure 20: New product launches in UK household cleaning equipment*, % share by claim, 2009-13
                                                          • New packaging more important in 2013
                                                            • Figure 21: New product launches in UK household cleaning equipment*, % share by launch type, 2009-13
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Dip in sales of household cleaning equipment
                                                              • Figure 22: UK retail sales and forecast of household cleaning equipment*, at current and constant prices, 2007-17
                                                            • The future
                                                              • Figure 23: Best- and worst-case forecast of UK sales of household cleaning equipment*, 2007-17
                                                            • Forecast methodology
                                                            • Segment Performance

                                                              • Key points
                                                                • Decline in sales of floor cleaning equipment
                                                                  • Figure 24: UK retail value sales of household cleaning equipment, by segment, 2010-12
                                                                • Sponge scourers take majority of scouring product sales
                                                                  • Figure 25: Estimated breakdown of UK retail value sales of scouring products, by sub-category, 2012
                                                                • Rubber gloves boosted by increase in latex prices
                                                                • Companies and Brands

                                                                  • Spontex (Mapa Spontex UK Ltd)
                                                                      • Figure 26: New product launches by Mapa Spontex, July 2012-March 2013
                                                                    • Vileda
                                                                      • Marigold (Reckitt Benckiser)
                                                                        • Bizzybee (BM Polyco)
                                                                          • Scotch-Brite (3M)
                                                                              • Figure 27: New product launches by 3M Scotch-Brite, June 2012-March 2013
                                                                            • Sarah Smith (Severn Delta Ltd)
                                                                              • EnviroProducts
                                                                                • Pledge/Brillo (SC Johnson)
                                                                                  • Minky Homecare (Minky)
                                                                                    • Other cleaning equipment companies and brands
                                                                                      • Figure 28: Other companies and brands in household cleaning equipment, 2013
                                                                                  • Brand Research

                                                                                    • Brand map
                                                                                        • Figure 29: Attitudes towards and usage of brands in the household cleaning equipment sector, April 2013
                                                                                      • Correspondence analysis
                                                                                        • Brand attitudes
                                                                                          • Figure 30: Attitudes by household cleaning equipment brand, April 2013
                                                                                        • Brand personality
                                                                                          • Figure 31: Household cleaning equipment brand personality – macro image, April 2013
                                                                                          • Figure 32: Household cleaning equipment brand personality – micro image, April 2013
                                                                                        • Brand experience
                                                                                          • Figure 33: Household cleaning equipment brand usage, April 2013
                                                                                          • Figure 34: Satisfaction with various household cleaning equipment brands, April 2013
                                                                                          • Figure 35: Consideration of household cleaning equipment brands, April 2013
                                                                                          • Figure 36: Consumer perceptions of current household cleaning equipment brand performance, April 2013
                                                                                          • Figure 37: Household cleaning equipment brand recommendation – Net Promoter Score, April 2013
                                                                                        • Brand index
                                                                                          • Figure 38: Household cleaning equipment brand index, April 2013
                                                                                          • Figure 39: Household cleaning equipment brand index vs. recommendation, April 2013
                                                                                        • Target group analysis
                                                                                          • Figure 40: Target groups, April 2013
                                                                                          • Figure 41: Household cleaning equipment brand usage, by target groups, April 2013
                                                                                        • Group One – Conformists
                                                                                          • Group Two – Simply the Best
                                                                                            • Group Three – Shelf Stalkers
                                                                                              • Group Four – Habitual Shoppers
                                                                                                • Group Five – Individualists
                                                                                                • Brand Communication and Promotion

                                                                                                  • Key points
                                                                                                    • 2012 sees significant rise in adspend
                                                                                                      • Figure 42: Main media advertising expenditure on household cleaning equipment*, 2009-13
                                                                                                    • Thane Direct sees surge in adspend
                                                                                                      • Figure 43: Main media advertising expenditure on household cleaning equipment*, by leading advertisers, 2009-13
                                                                                                    • Vileda and Karcher invest in marketing product launches
                                                                                                      • Figure 44: Main media adspend on household cleaning equipment*, by advertiser and brand, 2012
                                                                                                    • TV the dominant choice of media
                                                                                                      • Figure 45: Main media advertising expenditure on household cleaning equipment*, % share by media type, 2012
                                                                                                  • Channels to Market

                                                                                                    • Key points
                                                                                                      • Grocery multiples account for bulk of sales
                                                                                                        • Figure 46: Retail distribution of household cleaning equipment, 2010-12
                                                                                                      • Growing number of discount/value stores
                                                                                                      • Consumer Usage of Cleaning Equipment

                                                                                                        • Key points
                                                                                                          • Sponge scourers using by eight in ten people
                                                                                                              • Figure 47: Usage of scourers, sponges and cloths in household, March 2013
                                                                                                            • Over half use all-purpose cloths
                                                                                                              • Over two thirds make use of dusters
                                                                                                                  • Figure 48: Usage of other cleaning equipment in household, March 2013
                                                                                                                • High usage but infrequent purchasing in floor cleaning
                                                                                                                  • Over-45s make use of more cleaning equipment
                                                                                                                      • Figure 49: Number of types of cleaning equipment used in household, March 2013
                                                                                                                  • Factors Influencing Choice

                                                                                                                    • Key points
                                                                                                                      • Versatile cleaning equipment the more popular choice
                                                                                                                        • Figure 50: Factors influencing choice of cloths, scourers or sponges, March 2013
                                                                                                                        • Figure 51: Selected factors influencing choice of cloths, scourers or sponges, by age, March 2013
                                                                                                                      • Younger consumers seek lower prices
                                                                                                                        • Well-known brands less important
                                                                                                                          • Protecting delicate surfaces is a priority
                                                                                                                            • Opportunities for more antibacterial protection
                                                                                                                            • Cleaning Equipment and Washing-Up

                                                                                                                              • Key points
                                                                                                                                • Disposability helps drive regular purchasing
                                                                                                                                  • Figure 52: Agreement with statements on use of cleaning equipment for washing-up and other cleaning tasks, March 2013
                                                                                                                                • Concern about germs in dish cloths
                                                                                                                                  • Figure 53: Agreement with statements about germs and dish cloths and sponges, by age and presence of children, March 2013
                                                                                                                                • Threat from disposable wipes and kitchen roll
                                                                                                                                  • Rubber gloves a low priority
                                                                                                                                  • Interest in Product Features

                                                                                                                                    • Key points
                                                                                                                                      • Improvements to dusters of most interest
                                                                                                                                        • Figure 54: Interest in various product features of household cleaning equipment, March 2013
                                                                                                                                        • Figure 55: Interest in improvements to dusters and dusting equipment, by age, March 2013
                                                                                                                                      • A third would like colour-changing cloths/sponges
                                                                                                                                        • Product improvements for floor cleaning
                                                                                                                                            • Figure 56: Interest in improvements to floor cleaning equipment, by age, March 2013
                                                                                                                                          • Reaching high windows a problem
                                                                                                                                          • Appendix – Market Drivers

                                                                                                                                              • Figure 57: Amount of time spent on average during a typical week cleaning the home, by demographics, November 2012
                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                              • Figure 58: Best- and worst-case forecast for UK retail sales of household cleaning equipment*, at current prices, 2012-17
                                                                                                                                              • Figure 59: Unit sales of household cleaning equipment, by segment, 2010-12
                                                                                                                                          • Appendix – Brand Research

                                                                                                                                              • Figure 60: Brand usage, April 2013
                                                                                                                                              • Figure 61: Brand commitment, April 2013
                                                                                                                                              • Figure 62: Brand momentum, April 2013
                                                                                                                                              • Figure 63: Brand diversity, April 2013
                                                                                                                                              • Figure 64: Brand satisfaction, April 2013
                                                                                                                                              • Figure 65: Brand recommendation, April 2013
                                                                                                                                              • Figure 66: Brand attitude, April 2013
                                                                                                                                              • Figure 67: Brand image – macro image, April 2013
                                                                                                                                              • Figure 68: Brand image – micro image, April 2013
                                                                                                                                              • Figure 69: Profile of target groups, by demographics, April 2013
                                                                                                                                              • Figure 70: Psychographic segmentation by target groups, April 2013
                                                                                                                                              • Figure 71: Brand usage, by target groups, April 2013
                                                                                                                                            • Brand index
                                                                                                                                              • Figure 72: Brand index, April 2013
                                                                                                                                          • Appendix – Consumer Usage of Cleaning Equipment

                                                                                                                                              • Figure 73: Usage of scourers, sponges and cloths in household, by demographics, March 2013
                                                                                                                                              • Figure 74: Usage of scourers, sponges and cloths in household, by demographics (continued), March 2013
                                                                                                                                              • Figure 75: Usage of scourers, sponges and cloths in household, by demographics (continued), March 2013
                                                                                                                                              • Figure 76: Usage of other cleaning equipment in household, by demographics, March 2013
                                                                                                                                              • Figure 77: Usage of other cleaning equipment in household, by demographics (continued), March 2013
                                                                                                                                              • Figure 78: Number of types of cleaning equipment used in household, by demographics, March 2013
                                                                                                                                          • Appendix – Factors Influencing Choice

                                                                                                                                              • Figure 79: Factors influencing choice of cloths, scourers or sponges, by demographics, March 2013
                                                                                                                                              • Figure 80: Factors influencing choice of cloths, scourers or sponges, by demographics (continued), March 2013
                                                                                                                                          • Appendix – Cleaning Equipment and Washing-Up

                                                                                                                                              • Figure 81: Agreement with statements on use of cleaning equipment for washing-up and other cleaning tasks, by demographics, March 2013
                                                                                                                                              • Figure 82: Agreement with statements on use of cleaning equipment for washing-up and other cleaning tasks, by demographics (continued), March 2013
                                                                                                                                          • Appendix – Interest in Product Features

                                                                                                                                              • Figure 83: Interest in various product features of household cleaning equipment, by demographics, March 2013
                                                                                                                                              • Figure 84: Interest in various product features of household cleaning equipment, by demographics (continued), March 2013

                                                                                                                                          Companies Covered

                                                                                                                                          • Charles Bentley & Son
                                                                                                                                          • EGL Homecare
                                                                                                                                          • Facebook, Inc.
                                                                                                                                          • Freudenberg & Co.
                                                                                                                                          • Jarden Corporation
                                                                                                                                          • JML Group
                                                                                                                                          • Mapa Spontex UK
                                                                                                                                          • Miele
                                                                                                                                          • Neff
                                                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                                                          • Reckitt Benckiser (UK)
                                                                                                                                          • Robert Scott
                                                                                                                                          • S.C. Johnson & Son, Inc.
                                                                                                                                          • Tefal UK
                                                                                                                                          • Tesco (UK)
                                                                                                                                          • Twitter, Inc.
                                                                                                                                          • Wilkinson Hardware Stores Ltd
                                                                                                                                          • YouTube, Inc.

                                                                                                                                          Household Cleaning Equipment - UK - June 2013

                                                                                                                                          £1,995.00 (Excl.Tax)