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Household Cleaning Equipment - UK - September 2014

“The increasing popularity of steam cleaners poses a potential threat to traditional cleaning equipment, with consumers favouring their ability to rid the house of germs without resorting to hefty chemicals. Traditional cleaning equipment brands now have an opportunity to respond to this challenge, either by creating more products that are able to clean surfaces and remove bacteria with just water, or else by creating extension products that work alongside steam cleaners for enhanced results.”
– Jack Duckett, Consumer Lifestyle Analyst

This report looks at the usage of cleaning equipment around the home, including the use of cloths, scourers, dustpans and brushes, brooms and mops, as well as electrical goods such as vacuum cleaners and steam cleaning devices. The report also covers influences when buying dishwashing equipment and attitudes towards using both general equipment and floor-specific cleaning equipment.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • Growth damaged by falling floor care sales
              • Figure 1: Best- and worst-case forecast of UK sales of household cleaning equipment*, 2009-19
            • Market drivers
              • Completely new products in decline
                • Sponge scourers the most popular cleaning equipment product
                  • Figure 2: Equipment used for dishwashing and household cleaning, July 2014
                • Shoppers weigh up cost vs quality for dishwashing equipment
                  • Figure 3: Factors important when choosing dishwashing equipment, July 2014
                • Opportunity to bolster antimicrobial product ranges
                  • Figure 4: Attitudes towards cleaning equipment, July 2014
                • Consumers keen to make their floors germ-free as well as dirt-free
                  • Figure 5: Attitudes towards floor cleaning equipment, July 2014
                • What we think
                • Issues and Insights

                    • Leveraging the growing popularity of steam cleaners
                      • The facts
                        • The implications
                        • Trend Application

                            • Trend: Who Needs Humans?
                              • Trend: Extend My Brand
                                • Futures Trend: Old Gold
                                • Market Drivers

                                  • Key points
                                    • Growth in elderly and juvenile populations create growth prospects
                                      • Figure 6: Trends in the age structure of the UK population, 2009-19
                                    • Number of households expected to grow
                                      • Figure 7: UK households, by size, 2009-19
                                    • Types of flooring in households
                                      • Figure 8: Types of flooring in the home, July 2014
                                    • Dishwasher ownership
                                      • Figure 9: Proportion of households with a dishwasher, February 2014
                                      • Figure 10: Frequency of doing the washing up by hand, by ownership of a dishwasher, February 2014
                                    • Disposable income on the up
                                      • Figure 11: Trends in how respondents would describe their financial situation, June 2009-June 2014
                                  • Who’s Innovating?

                                    • Key points
                                      • Completely new products in decline
                                        • Figure 12: New product launches in UK household cleaning equipment*, % share by launch type, 2010-14
                                      • Own-label vs branded launches
                                        • Figure 13: New product launches in UK household cleaning equipment*, index of total launches and % share by own-label and branded, 2010-14
                                      • Mapa Spontex retains its NPD lead
                                        • Figure 14: New product launches in the UK household cleaning equipment category, % share by company, 2013
                                        • Figure 15: Examples of UK product launches in the cleaning equipment category by Mapa Spontex, Q3 2013-Q2 2014
                                      • Price and convenience primary areas of focus
                                        • Figure 16: New product launches in UK household cleaning equipment*, % share by claim (based on top 10 for 2013), 2011-14
                                    • Market Size and Forecast

                                      • Key points
                                        • Market stumbles under pressure from steam cleaners
                                          • Figure 17: UK value sales for household cleaning equipment*, 2009-19
                                        • The future
                                          • Figure 18: Best- and worst-case forecast of UK sales of household cleaning equipment*, 2009-19
                                        • Forecast Methodology
                                        • Segment Performance

                                          • Key points
                                            • Cleaning cloths and scouring products overtake floor cleaning equipment
                                              • Figure 19: UK retail value sales of household cleaning equipment, by segment, 2012-14
                                            • Floor care segment continues to decline
                                              • Chemicals fears create opportunity for sales of gloves
                                                • Dusters continue to see sales slide
                                                • Market Share

                                                  • Key points
                                                    • Own-label dominates
                                                      • Figure 20: Brand shares in UK value sales of household cleaning equipment, 2014
                                                    • Spontex uses innovation to get ahead
                                                      • Marigold thrives on household reputation
                                                      • Companies and Products

                                                        • Spontex (Mapa Spontex UK Ltd)
                                                          • Background and structure
                                                            • Product range and innovation
                                                                • Figure 21: Examples of new product launches by Spontex in the household cleaning equipment market, April 2013-June 2014
                                                              • Marketing and advertising
                                                                • Vileda
                                                                  • Background and structure
                                                                    • Product range and innovation
                                                                      • Marketing and advertising
                                                                        • 3M
                                                                          • Background and structure
                                                                            • Product range and innovation
                                                                              • Figure 22: Examples of new product launches by 3M in the household cleaning equipment market, April 2013-June 2014
                                                                            • e-cloth (EnviroProducts)
                                                                              • Background and structure
                                                                                • Product range and innovation
                                                                                  • Figure 23: Examples of new product launches by EnviroProducts in the household cleaning equipment market, April 2013-June 2014
                                                                                • Advertising and marketing
                                                                                • Brand Research

                                                                                  • Brand map
                                                                                      • Figure 24: Attitudes towards and usage of brands in the household cleaning sector, July 2014
                                                                                    • Correspondence analysis
                                                                                      • Brand attitudes
                                                                                        • Figure 25: Attitudes, by household cleaning brand, July 2014
                                                                                      • Brand personality
                                                                                        • Figure 26: Household cleaning brand personality – macro image, July 2014
                                                                                        • Figure 27: Household cleaning brand personality – micro image, July 2014
                                                                                      • Brand experience
                                                                                        • Figure 28: Household cleaning brand usage, July 2014
                                                                                        • Figure 29: Satisfaction with various household cleaning brands, July 2014
                                                                                        • Figure 30: Consideration of household cleaning brands, July 2014
                                                                                        • Figure 31: Consumer perceptions of current household cleaning brand performance, July 2014
                                                                                      • Brand recommendation
                                                                                        • Figure 32: Recommendation of selected household cleaning brands, July 2014
                                                                                    • Brand Communication and Promotion

                                                                                      • Key points
                                                                                        • Cleaning equipment adspend comparatively low
                                                                                          • Figure 33: Main media advertising expenditure on household cleaning equipment*, 2010-14
                                                                                        • Kärcher Window Vac accounts for 58% of total market adspend
                                                                                          • Figure 34: Main media adspend on household cleaning equipment*, by brand and product, July 2013-June 2014
                                                                                        • TV remains dominant channel
                                                                                          • Figure 35: Main media advertising expenditure on household cleaning equipment*, 2010-14
                                                                                      • Channels to Market

                                                                                        • Key points
                                                                                          • Grocery multiples remain dominant
                                                                                            • Figure 36: Retail distribution of household cleaning equipment, 2012-14
                                                                                          • Non-food discounters grow share of value sales
                                                                                          • The Consumer – Usage of Cleaning Equipment

                                                                                            • Key points
                                                                                              • Sponge scourers the most popular cleaning equipment product
                                                                                                • Figure 37: Equipment used for dishwashing and household cleaning, July 2014
                                                                                              • Cloths vs scourers
                                                                                                • Figure 38: Equipment used for dishwashing and household cleaning, July 2014
                                                                                              • Scourers remain important in household cleaning
                                                                                                • Opportunity to branch into beauty market with gloves
                                                                                                  • Older consumers lead duster usage
                                                                                                  • The Consumer – Factors Influencing Choice when Buying Dishwashing Equipment

                                                                                                    • Key points
                                                                                                      • Shoppers weigh up cost vs quality
                                                                                                        • Figure 39: Factors important when choosing dishwashing equipment, July 2014
                                                                                                      • Price is the main priority for younger consumers
                                                                                                        • Figure 40: Selected factors important when choosing dishwashing equipment, by age, July 2014
                                                                                                      • Antibacterial claims influence over one in 10
                                                                                                      • The Consumer – Attitudes towards Cleaning Equipment

                                                                                                        • Key points
                                                                                                          • Opportunity to bolster antimicrobial product ranges
                                                                                                            • Figure 41: Attitudes towards cleaning equipment, July 2014
                                                                                                            • Figure 42: Examples of product launches carrying antibacterial claims, 2013-14
                                                                                                          • Interest in water-only cleaning equipment highlights varying considerations by age
                                                                                                            • Figure 43: Agreement with the statement “I prefer cleaning cloths and scouring products that can be used just with water (eg e-cloth)”, by age, July 2014
                                                                                                        • The Consumer – Usage of Floor Cleaning Equipment

                                                                                                          • Key points
                                                                                                            • Convenient dustpan and brush wins out
                                                                                                              • Figure 44: Use of floor cleaning equipment, July 2014
                                                                                                            • Mop innovation could help to drive category
                                                                                                              • Standard vacuum cleaners dominate electrical floor cleaning methods
                                                                                                                • Figure 45: Use of floor cleaning equipment, July 2014
                                                                                                              • Households with children offer new marketing opportunity
                                                                                                                • Steam cleaners become an established part of household cleaning
                                                                                                                  • Use of robotic vacuum cleaners starts to take off
                                                                                                                  • The Consumer – Attitudes towards Floor Cleaning Equipment

                                                                                                                    • Key points
                                                                                                                      • Equipment for hard-to-reach areas appeals to nearly half of cleaning equipment users
                                                                                                                        • Figure 46: Attitudes towards floor cleaning equipment, July 2014
                                                                                                                      • Consumers desire germ-free floors
                                                                                                                        • Shrinking cleaning equipment
                                                                                                                          • Interest in robotic vacuum cleaners high
                                                                                                                          • Appendix – Market Drivers

                                                                                                                              • Figure 47: Types of flooring in the home, July 2014
                                                                                                                              • Figure 48: Types of flooring in the home, by demographics, July 2014
                                                                                                                          • Appendix – Brand Research

                                                                                                                              • Figure 49: Brand usage, July 2014
                                                                                                                              • Figure 50: Brand commitment, July 2014
                                                                                                                              • Figure 51: Brand momentum, July 2014
                                                                                                                              • Figure 52: Brand diversity, July 2014
                                                                                                                              • Figure 53: Brand satisfaction, July 2014
                                                                                                                              • Figure 54: Brand recommendation, July 2014
                                                                                                                              • Figure 55: Brand attitude, July 2014
                                                                                                                              • Figure 56: Brand image – macro image, July 2014
                                                                                                                              • Figure 57: Brand image – micro image, July 2014
                                                                                                                          • Appendix – Brand Communication and Promotion

                                                                                                                            • Kärcher emerges as most consistent advertiser
                                                                                                                              • Figure 58: Main media advertising expenditure on household cleaning equipment*, by top five advertisers in 2013, 2010-14
                                                                                                                          • Appendix – The Consumer – Demographic Overview

                                                                                                                              • Figure 59: Working status, by age, July 2014
                                                                                                                              • Figure 60: Presence of own children, by age of parent, July 2014
                                                                                                                          • Appendix – The Consumer – Usage of Cleaning Equipment

                                                                                                                              • Figure 61: Equipment used for dishwashing and household cleaning, July 2014
                                                                                                                              • Figure 62: Equipment used for dishwashing and household cleaning – Scourers, by demographics, July 2014
                                                                                                                              • Figure 63: Equipment used for dishwashing and household cleaning – Cloths, by demographics, July 2014
                                                                                                                              • Figure 64: Equipment used for dishwashing and household cleaning – Metal scourers, by demographics, July 2014
                                                                                                                              • Figure 65: Equipment used for dishwashing and household cleaning – Scouring pads, by demographics, July 2014
                                                                                                                              • Figure 66: Equipment used for dishwashing and household cleaning – Sponge scourers, by demographics, July 2014
                                                                                                                              • Figure 67: Equipment used for dishwashing and household cleaning – Rubber gloves, by demographics, July 2014
                                                                                                                              • Figure 68: Equipment used for dishwashing and household cleaning – Dusters, by demographics, July 2014
                                                                                                                              • Figure 69: Factors important when choosing dishwashing equipment, by usage of household rubber gloves, July 2014
                                                                                                                              • Figure 70: Advertising expenditure by P&G on Flash Magic Eraser Product, 2014
                                                                                                                          • Appendix – The Consumer – Factors Influencing Choice when Buying Dishwashing Equipment

                                                                                                                              • Figure 71: Factors important when choosing dishwashing equipment, July 2014
                                                                                                                              • Figure 72: Most popular factors important when choosing dishwashing equipment, by demographics, July 2014
                                                                                                                              • Figure 73: Next most popular factors important when choosing dishwashing equipment, by demographics, July 2014
                                                                                                                          • Appendix – The Consumer – Attitudes towards Cleaning Equipment

                                                                                                                              • Figure 74: Attitudes towards cleaning equipment, July 2014
                                                                                                                              • Figure 75: Most popular attitudes towards cleaning equipment, by demographics, July 2014
                                                                                                                              • Figure 76: Next most popular attitudes towards cleaning equipment, by demographics, July 2014
                                                                                                                          • Appendix – The Consumer – Usage of Floor Cleaning Equipment

                                                                                                                              • Figure 77: Use of floor cleaning equipment, July 2014
                                                                                                                              • Figure 78: Use of floor cleaning equipment – Brushes, by demographics, July 2014
                                                                                                                              • Figure 79: Use of floor cleaning equipment – Mops, by demographics, July 2014
                                                                                                                              • Figure 80: Use of floor cleaning equipment – Scrubbing brush, by demographics, July 2014
                                                                                                                              • Figure 81: Use of floor cleaning equipment – Broom, by demographics, July 2014
                                                                                                                              • Figure 82: Use of floor cleaning equipment – Dustpan and brush, by demographics, July 2014
                                                                                                                              • Figure 83: Use of floor cleaning equipment – Mop with attachable disposable wipes, by demographics, July 2014
                                                                                                                              • Figure 84: Use of floor cleaning equipment – Mop with squeeze attachment in handle, by demographics, July 2014
                                                                                                                              • Figure 85: Use of floor cleaning equipment – Dry static mop for collecting dust, by demographics, July 2014
                                                                                                                              • Figure 86: Use of floor cleaning equipment – Mop with in-built spray attachment, by demographics, July 2014
                                                                                                                              • Figure 87: Use of floor cleaning equipment – Standard string mop with bucket and wringer, by demographics, July 2014
                                                                                                                              • Figure 88: Use of floor cleaning equipment, July 2014
                                                                                                                              • Figure 89: Use of floor cleaning equipment – Vacuum cleaners, by demographics, July 2014
                                                                                                                              • Figure 90: Use of floor cleaning equipment – Electronic users, by demographics, July 2014
                                                                                                                              • Figure 91: Use of floor cleaning equipment – Regular floor wipes, by demographics, July 2014
                                                                                                                              • Figure 92: Use of floor cleaning equipment – Handheld vacuum cleaner, by demographics, July 2014
                                                                                                                              • Figure 93: Use of floor cleaning equipment – Standard vacuum cleaner, by demographics, July 2014
                                                                                                                              • Figure 94: Use of floor cleaning equipment – Robotic vacuum cleaner, by demographics, July 2014
                                                                                                                              • Figure 95: Use of floor cleaning equipment – Steam cleaning device, by demographics, July 2014
                                                                                                                          • Appendix – The Consumer – Attitudes towards Floor Cleaning Equipment

                                                                                                                              • Figure 96: Attitudes towards floor cleaning equipment, July 2014
                                                                                                                              • Figure 97: Most popular attitudes towards floor cleaning equipment, by demographics, July 2014
                                                                                                                              • Figure 98: Next most popular attitudes towards floor cleaning equipment, by demographics, July 2014

                                                                                                                          Companies Covered

                                                                                                                          • Facebook, Inc.
                                                                                                                          • Freudenberg & Co.
                                                                                                                          • Jarden Corporation
                                                                                                                          • Mapa Spontex UK
                                                                                                                          • Miele
                                                                                                                          • Neff
                                                                                                                          • Twitter, Inc.
                                                                                                                          • YouTube, Inc.

                                                                                                                          Household Cleaning Equipment - UK - September 2014

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