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Household Cleaning Products - Ireland - June 2011

This report assesses the Irish market for products used for household cleaning. It does not include products that have a primarily cosmetic purpose (such as air fresheners). It does, though, include products that have a disinfecting role (such as toilet blocks). Cleaning hardware products (such as buckets and mops, brushes etc) are not included. Some of the terms used in this report include:

  • Multipurpose cleaners: products that claim to be suitable for several purposes, including kitchen, bathroom and other surfaces. These products come in a range of formats including sprays, mousses, creams, foams, disposable wipes and soap-impregnated scourers.
  • Toilet care products: products that are only suitable for cleaning toilets and include liquid lavatory cleaners as well as toilet blocks and gels.
  • Bathroom cleaners: products that are specifically designed for cleaning the bathroom, most notably shower and bath.
  • Specialist cleaners: products designed to address a specific need and are not suitable for use across a range of household cleaning jobs. These include limescale removers, carpet and upholstery cleaners, window cleaners and oven cleaners.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Insights and Opportunities

            • Housework as a workout
              • Prepping the home for home entertaining
              • Market in Brief

                • Sales worth €70 million in 2010
                  • A third of sales attributable to all-purpose products
                    • Economic challenges persist in both economies
                      • Demographic changes offer cause for optimism
                        • Most consumers involved in housework
                          • Recession has severely affected shopping habits
                            • Economic downturn affecting innovation
                              • Recession impacting upon ethical concerns, price remains key
                                • Women spend most time cleaning
                                  • Everyone’s bought a dishwashing product
                                    • More consumers look for ‘performance’ than anything else
                                    • Fast Forwards

                                        • Trend 1:Guiding Choice
                                          • What’s it about?
                                            • What we’ve seen
                                              • What next?
                                                • Trend 2: Water Conservation
                                                  • What’s it about?
                                                    • What we’ve seen
                                                      • What next?
                                                      • Internal Market Environment

                                                        • Key points
                                                          • Most consumers involved in cleaning homes
                                                            • Figure 1: Time and care spent cleaning, NI and RoI, 2010
                                                            • Figure 2: Time and care spent tidying up, NI and RoI, 2010
                                                          • Few consumers have little time to spare
                                                            • Figure 3: Amount of time spent travelling to and from work and working, NI and RoI, 2010
                                                          • Consumers more frugal in spending
                                                            • Figure 4: Areas of consumers’ lives that have been affected by the recession, RoI and NI, April 2010
                                                          • Leading many to discount retailers
                                                            • Figure 5: Agreement with trading down-related statements in relation to how shopping habits have changed in the past 12 months, RoI and NI, July 2010
                                                          • Branded products losing credibility
                                                            • Figure 6: Agreement with the statement ‘The recession has made me consider whether or not branded goods are worth paying more for’, by gender, age and socio-economic group, NI and RoI, May 2010
                                                            • Figure 7: Agreement with statements relating to own-label products in the context of the recession, NI and RoI, May 2010
                                                          • Branding takes a pounding
                                                            • Figure 8: Agreement with statement ‘On the whole I think well-known brands are better than a shop’s own-brand’, NI and RoI, 2005-10
                                                          • Is the recession eroding green concerns?
                                                            • Figure 9: Agreement with statement ‘There is too much concern with the environment’, NI and RoI, 2005-10
                                                            • Figure 10: Agreement with statement ‘I would be prepared to pay more for environmentally friendly products’, NI and RoI, 2005-10
                                                          • Cleaning products industry improving environmental standards
                                                            • Over a third of NI and RoI consumers suffer from an allergy
                                                              • Figure 11: Consumers with allergies, by type, NI and RoI, 2010
                                                          • Broader Market Environment

                                                            • Key points
                                                              • NI economy stable, RoI still in trouble
                                                                • Figure 12: Economic outlook, RoI and NI, 2008-10
                                                              • Confidence low among consumers
                                                                  • Figure 13: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, April 2008-April 2011
                                                                • Rising interest rates to cut household spending power
                                                                    • Figure 14: Interest rates, actual and forecast, NI and RoI, 2011
                                                                  • More households, more cleaning
                                                                    • Figure 15: Total occupied housing stock, NI, 2002-09
                                                                  • More working women, less time for cleaning
                                                                    • Figure 16: Numbers in employment, either full-time or part-time, by gender, RoI and NI, 2005-10
                                                                    • Figure 17: Unemployment rate, by gender, NI and RoI, 2010*
                                                                  • Women are the main housekeepers
                                                                    • Figure 18: Numbers engaged in ‘home duties’ as principal economic activity, by gender, RoI, 2005-10
                                                                    • Figure 19: Principal economic status of women, RoI, 2010
                                                                  • Majority of women do ‘a lot’ or ‘a fair amount’ of cleaning
                                                                    • Figure 20: Time and care spent cleaning, by gender, RoI, 2010
                                                                    • Figure 21: Time and care spent cleaning, by gender, NI, 2010
                                                                  • Ageing population – a threat and an opportunity
                                                                    • Figure 22: Projected population growth, by age group, NI and RoI, 2011-26 (RoI) and 2012-28 (NI)
                                                                    • Figure 23: Estimated migration, by age, RoI, 2010*
                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Slowdown in innovation since 2008
                                                                          • Figure 24: New product launches in household cleaning product category, UK and Ireland, 2005-11*
                                                                        • Ethical claims lead the way
                                                                          • Figure 25: Leading positioning claims of new launches, UK and Ireland, 2010 and 2011*
                                                                          • Figure 26: New product launches in household cleaning product category, by claims, number of launches, UK and Ireland, 2011*
                                                                        • Focus on economy increased strongly in 2011
                                                                          • Figure 27: New product launches in household cleaning product category, by claims, % of total launches, UK and Ireland, 2010 and 2011*
                                                                        • New products dominate new launches
                                                                          • Figure 28: New product launches in household cleaning product category, by launch type, UK and Ireland, 2010 and 2011*
                                                                        • Focus on ‘automatic detergent’ sub-category in 2010
                                                                          • Figure 29: New product launches in household cleaning product category, by sub-category, UK and Ireland, 2010 and 2011*
                                                                        • Procter & Gamble leads new product launches in 2010
                                                                          • Figure 30: New product launches in household cleaning product category, by top companies, UK and Ireland, 2010 and 2011*
                                                                        • Big three’s activity in 2010
                                                                          • Probiotics: crowding out bad bacteria
                                                                          • Market Size and Segment Performance

                                                                            • Key points
                                                                              • Market continues decline in 2010
                                                                                • Figure 31: Value sales of household cleaning products, NI and RoI, 2005-15
                                                                              • Only weak growth expected from 2010-15
                                                                                • Figure 32: Annual growth in value sales of household cleaning products (actual, estimated, forecast and predicted), Ireland, 2005-15
                                                                                • Figure 33: Value sales of household cleaning products (estimated, forecast and projected), NI and RoI, 2011-15
                                                                              • Situation in NI looks better than RoI
                                                                                • All-purpose cleaners account for a third of sales value
                                                                                  • Figure 34: Retail sales of household cleaning products, by sector, NI and RoI, 2007 and 2011
                                                                              • Companies and Products

                                                                                • Key points
                                                                                  • The Big Three
                                                                                    • Procter & Gamble
                                                                                        • Figure 35: Proctor & Gamble, major brands, UK and Ireland, 2011
                                                                                      • Reckitt Benckiser
                                                                                          • Figure 36: Reckitt Benckiser, major brands, UK and Ireland, 2011
                                                                                        • Unilever
                                                                                            • Figure 37: Unilever, major brands, UK and Ireland, 2011
                                                                                          • Other key players
                                                                                            • SC Johnson
                                                                                              • Jeyes
                                                                                                • Figure 38: Jeyes’ main brands, 2011
                                                                                              • McBride
                                                                                                • Ozkleen
                                                                                                • The Consumer – Cleaning Habits

                                                                                                  • Key points
                                                                                                    • Most ‘really care’ about the house being clean
                                                                                                        • Figure 39: Agreement with statements relating to household cleaning, NI and RoI, 2010
                                                                                                      • Low price a significant determinant of product choice
                                                                                                          • Figure 40: Agreement with statements relating to household cleaning products, NI and RoI, 2010
                                                                                                        • Women do the bulk of household cleaning
                                                                                                            • Figure 41: Time and care spent cleaning, by gender, NI, 2010
                                                                                                            • Figure 42: Time and care spent cleaning, by gender, RoI, 2010
                                                                                                          • Parents of young children particularly busy with cleaning
                                                                                                              • Figure 43: Time and care spent cleaning, by presence of children in household, NI, 2010
                                                                                                              • Figure 44: Time and care spent cleaning, by presence of children in household, RoI, 2010
                                                                                                            • Younger consumers not pulling their weight
                                                                                                                • Figure 45: Time and care spent cleaning, by age, NI, 2010
                                                                                                                • Figure 46: Time and care spent cleaning, by age, RoI, 2010
                                                                                                            • What Products Have Been Purchased?

                                                                                                              • Key points
                                                                                                                • Figure 47: Types of household cleaning products bought personally, NI and RoI, May 2011
                                                                                                              • Dishwashing products a universal purchase
                                                                                                                  • Figure 48: Consumers who have personally purchased dishwasher detergents, by age, NI and RoI, May 2011
                                                                                                                  • Figure 49: Consumers who have personally purchased washing-up liquid, by gender, NI and RoI, May 2011
                                                                                                                • Toilet cleaning products a close second
                                                                                                                  • Kitchen/bathroom products purchased by 80%
                                                                                                                    • Two thirds have purchased multipurpose cleaners
                                                                                                                      • Furniture and window cleaning products losing out
                                                                                                                        • Figure 50: Consumers who have personally purchased furniture polish, by age, NI and RoI, May 2011
                                                                                                                      • Toilet blocks and drain cleaners purchased by men
                                                                                                                        • Figure 51: Consumers who have personally purchased toilet blocks, by gender, NI and RoI, May 2011
                                                                                                                    • What Determines Purchase Decision?

                                                                                                                      • Key points
                                                                                                                        • Performance the key determinant when buying
                                                                                                                          • Figure 52: Qualities looked for when buying household cleaners, NI and RoI, May 2011
                                                                                                                          • Figure 53: Consumers who look for products with performance qualities when buying household cleaners, by gender and age, NI and RoI, May 2011
                                                                                                                        • Performance not equated with brand
                                                                                                                          • Promotions, special offers and low prices count for a lot
                                                                                                                            • Antibacterial appeals to families
                                                                                                                              • Figure 54: Consumers who look for products with antibacterial qualities when buying household cleaners, by age, NI and RoI, May 2011
                                                                                                                            • Less than a quarter interested in format
                                                                                                                              • Figure 55: Consumers who look for products with a particular format (eg. spray, foam, cream etc) when buying household cleaners, by gender and age, NI and RoI, May 2011
                                                                                                                            • Not much interest in environmental or eco claims
                                                                                                                              • ‘Power’ not convincing consumers
                                                                                                                                • Lesser concerns likely to be of secondary importance
                                                                                                                                • Consumer Target Groups

                                                                                                                                  • Key points
                                                                                                                                    • NI target groups
                                                                                                                                      • Figure 56: NI consumer typologies, May 2011
                                                                                                                                    • Price Aware
                                                                                                                                      • Multi’s
                                                                                                                                        • Performance Seekers
                                                                                                                                          • Naturals
                                                                                                                                            • RoI target groups
                                                                                                                                              • Figure 57: RoI consumer typologies, May 2011
                                                                                                                                            • Branders
                                                                                                                                              • Promotionals
                                                                                                                                                • Performers
                                                                                                                                                  • Price Oriented
                                                                                                                                                  • Appendix

                                                                                                                                                    • Broader Market Environment
                                                                                                                                                      • Unemployment
                                                                                                                                                        • Figure 58: Unemployment rate, by gender, NI, 2005-10
                                                                                                                                                        • Figure 59: Unemployment rate, by gender, RoI, 2005-10
                                                                                                                                                        • Figure 60: Number of redundancies, by gender, RoI, 2005-09
                                                                                                                                                      • Demographic data
                                                                                                                                                        • Figure 61: Population, by age, RoI, 2006-41
                                                                                                                                                        • Figure 62: Population, by age, NI, 2008-58
                                                                                                                                                      • TGI consumer data
                                                                                                                                                        • Participation in household chores
                                                                                                                                                          • NI
                                                                                                                                                            • Figure 63: Time and care spent managing household plants, by demographics, NI, 2010
                                                                                                                                                            • Figure 64: Time and care spent cleaning, by demographics, NI, 2010
                                                                                                                                                            • Figure 65: Time and care spent tidying up, by demographics, NI, 2010
                                                                                                                                                            • Figure 66: Time and care spent furnishing, by demographics, NI, 2010
                                                                                                                                                          • RoI
                                                                                                                                                            • Figure 67: Time and care spent managing household plants, by demographics, RoI, 2010
                                                                                                                                                            • Figure 68: Time and care spent cleaning, by demographics, RoI, 2010
                                                                                                                                                            • Figure 69: Time and care spent tidying up, by demographics, RoI, 2010
                                                                                                                                                            • Figure 70: Time and care spent furnishing, by demographics, RoI, 2010
                                                                                                                                                          • Toluna Consumer Data
                                                                                                                                                            • RoI data
                                                                                                                                                              • Figure 71: Types of household cleaning products bought personally, by demographics, RoI, May 2011
                                                                                                                                                              • Figure 72: Types of household cleaning products bought personally (continued), by demographics, RoI, May 2011
                                                                                                                                                              • Figure 73: Qualities looked for when buying household cleaners, by demographics, RoI, May 2011
                                                                                                                                                              • Figure 74: Qualities looked for when buying household cleaners (continued), by demographics, RoI, May 2011
                                                                                                                                                              • Figure 75: Qualities looked for when buying household cleaners (continued), by demographics, RoI, May 2011
                                                                                                                                                            • NI data
                                                                                                                                                              • Figure 76: Types of household cleaning products bought personally, by demographics, NI, May 2011
                                                                                                                                                              • Figure 77: Types of household cleaning products bought personally (continued), by demographics, NI, May 2011
                                                                                                                                                              • Figure 78: Qualities looked for when buying household cleaners, by demographics, NI, May 2011
                                                                                                                                                              • Figure 79: Qualities looked for when buying household cleaners (continued), by demographics, NI, May 2011
                                                                                                                                                              • Figure 80: Qualities looked for when buying household cleaners (continued), by demographics, NI, May 2011
                                                                                                                                                            • Consumer typology data (Toluna)
                                                                                                                                                              • RoI
                                                                                                                                                                • Figure 81: Agreement with statements, by consumer type, RoI, May 2011
                                                                                                                                                                • Figure 82: Types of cleaners used, by consumer types, RoI, May 2011
                                                                                                                                                                • Figure 83: Consumer types, by demographics, RoI, May 2011
                                                                                                                                                              • NI
                                                                                                                                                                • Figure 84: agreement with statements, by consumer type, NI, May 2011
                                                                                                                                                                • Figure 85: Types of cleaners used, by consumer types, NI, May 2011
                                                                                                                                                                • Figure 86: Consumer types, by demographics, RoI, May 2011

                                                                                                                                                            Companies Covered

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                                                                                                                                                            Household Cleaning Products - Ireland - June 2011

                                                                                                                                                            £1,095.00 (Excl.Tax)