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Household Cleaning Products - UK - July 2009

Since Mintel’s last Household Cleaning report was published in July 2008, the economic downturn has deepened, with the UK officially entering recession in January 2009. Advertising budgets have been cut and heavy price promotions and extra product offers at the point of sale are being used by the big brands to try to deter consumers from buying own-label. This has significantly impacted on the value of the market, which is expected to be worth some £540 million in 2009 compared to £552 million in 2008.

However, pressure on time and the tendency to clean ‘little and often’ has meant that the multi-usage cleaning sector has continued to flourish, with expected growth of around 2% for 2009. Innovation levels are high in the market as manufacturers vie to produce the most effective product and to add value by increasing the tasks a product can do.

Key themes
  • Population increases are masking a decline in the use of household cleaning products: the proportion of households regularly using cleaning products is in decline, but more people and smaller household sizes have increased sales between 2004 and 2008.
  • Over the last 12 months, the market has contracted £12 million as 9 million consumers have cut back on spending on household cleaning products.
  • More than 5 million adults spend no time at all on cleaning the house, up by 900,000 in the last five years. The explanation isn't increased use of cleaners. The number of households with a cleaner has dropped.
  • 10 million people blitz clean at the weekend and only do basic tidying up during the working week. Working pattern demographics are key to understanding household cleaning product use.
  • Product performance is more important than price for the majority of household cleaning product users. 27 million adults put product performance first although best price is the primary purchasing reason for just over 12 million shoppers.
  • Special offers are fundamental to purchasing for more than half of all adults: 24 million people are price conscious but are more likely to look for special offers than cheapest price. Wary of a false economy, they are not prepared to compromise on performance by buying the cheapest products.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Taking centre stage of the hospital theatre
              • Making the connection
                • Insight
                  • Price wars with performance
                    • The price is right
                      • Insight
                      • Market in Brief

                        • Trading down
                          • Little and often
                            • Demanding performance
                            • Internal Market Environment

                              • Key points
                                • Time spent cleaning
                                  • Figure 1: Time spent on household chores on an average weekday, 2004-08
                                • Make hay whilst the sun shines
                                  • Figure 2: Allergies that people are prone to, by time spent on household chores on an average weekday, 2008
                                • Ownership of household cleaning appliances
                                  • Figure 3: Trends in ownership of household appliances, 2004-08
                                • Domestic services
                                  • Figure 4: Adults who have paid help at home to help with the household chores, 2004-08
                              • Broader Market Environment

                                • Key points
                                  • The size of the task
                                    • Household size
                                      • Figure 5: Trends in UK household size, 2004-14
                                    • Number of bathrooms
                                      • Figure 6: Number of bathrooms in the home, 2004-08
                                    • Household composition
                                      • Working women
                                        • Figure 7: UK trends in women in employment, 2004-09
                                      • The impact of pets on household cleaning
                                        • Figure 8: Trends in household pet ownership in GB, 2004-08
                                        • Figure 9: Amount of time and care personally spent on cleaning at home, by pet ownership, 2008
                                      • Are children pitching in?
                                        • Figure 10: Chores done - 7-14-year-olds, 2004-08
                                      • Encouraging outlook owing to growth in children
                                        • Figure 11: Structure of the UK population, by age and gender, 2004-14
                                    • Competitive Context

                                      • Key points
                                        • A wider market
                                          • Figure 12: UK household products market, by category, 2004 and 2008
                                        • Hate of housework
                                          • Figure 13: Number of household chores that adults hate doing, November 2008
                                        • Multi-purpose products eroding value sales?
                                          • Figure 14: Index growth of multi-purpose cleaners vs specialist cleaners, 2004-09
                                      • Strengths and Weaknesses

                                        • Strengths
                                          • Weaknesses
                                          • Who’s Innovating?

                                            • Key points
                                              • Innovation on the rise
                                                • Figure 15: Indexed growth in number of housheold cleaning product launches, by quarter, 2006-09
                                              • Launches by company
                                                • Other increases dominance
                                                  • Figure 16: New housheold cleaning products launches, by parent company, 2006-09
                                                • SC Johnson specialises
                                                  • Own-label increases presence in 2008
                                                    • Figure 17: Branded vs own label activity, 2006-09
                                                  • Innovation by sub-category
                                                    • Figure 18: New launches within UK household cleaning products market, by sub-category, 2006-09
                                                  • Environment is top positioning claim
                                                    • Figure 19: Leading positioning of new launches, 2006-09
                                                  • Rise in refill
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Market falls by £12 million in 2009
                                                        • Figure 20: UK value sales of household cleaning products, 2004-14
                                                      • The future of the market
                                                      • Segment Performance

                                                        • Key points
                                                          • All-purpose dominates
                                                            • Figure 21: UK retail value sales of household cleaning products, by sector, 2007-09
                                                          • One product fits all
                                                            • Germ killers
                                                              • Product format
                                                                • Figure 22: UK retail value sales of household cleaners, by format, 2007-09
                                                            • Market Share

                                                              • Key points
                                                                • Manufacturer shares
                                                                  • Figure 23: Manufacturers’ share of household cleaning products, 2007-09
                                                                  • Figure 24: Top five manufacturers in context of market value, new product development and adspend, 2008
                                                                • All-purpose and kitchen cleaners
                                                                  • Figure 25: Brands’ share in all-purpose and kitchen cleaners, 2007-09
                                                                • Toilet care
                                                                  • Figure 26: Brands’ retail shares of toilet blocks and gels, 2007-09
                                                                • Liquid toilet cleaners
                                                                  • Figure 27: Brands’ retail shares of liquid toilet cleaners, 2007-09
                                                                • Bleaches
                                                                  • Figure 28: Brands’ retail shares of bleaches, 2007-09
                                                              • Companies and Products

                                                                • Manufacturers and brands
                                                                  • Figure 29: Leading companies in the household cleaners market and their brands, 2009
                                                                • Major players
                                                                  • Reckitt Benckiser
                                                                    • SC Johnson
                                                                      • Unilever
                                                                        • Procter & Gamble
                                                                          • Jeyes
                                                                            • Ozkleen
                                                                              • Sara Lee
                                                                                • Environmental specialists
                                                                                  • Ecover
                                                                                    • Method
                                                                                      • Other small companies
                                                                                      • Brand Elements

                                                                                          • Key points
                                                                                            • Brand map
                                                                                                • Figure 30: Attitudes and usage of household cleaning product brands, February 2009
                                                                                              • Brand qualities of household cleaning product brands
                                                                                                • Domestos and Flash most efficient
                                                                                                  • Figure 31: Personalities of various household cleaning product brands, February 2009
                                                                                                • Experience of household cleaning product brands
                                                                                                  • Domestos most popular, but Ecover a relative unknown
                                                                                                    • Figure 32: Consumer usage of various household cleaning product brands, February 2009
                                                                                                  • Brand intentions for household cleaning product brands
                                                                                                    • Ajax most considered, but also somewhat alienating
                                                                                                      • Figure 33: Consideration of various household cleaning product brands, February 2009
                                                                                                    • Brand satisfaction for household cleaning product brands
                                                                                                      • Germ-killing most satisfying
                                                                                                        • Figure 34: Satisfaction with various household cleaning product brands, February 2009
                                                                                                      • Brand commitment to household cleaning product brands
                                                                                                        • Domestos and Dettol most recommended
                                                                                                          • Figure 35: Commitment to various household cleaning product brands, February 2009
                                                                                                        • Mr Muscle
                                                                                                          • What the consumer thinks
                                                                                                            • Figure 36: Attitudes towards the Mr Muscle brand, February 2009
                                                                                                          • Ajax
                                                                                                            • What the consumer thinks
                                                                                                              • Figure 37: Attitudes towards the Ajax brand, February 2009
                                                                                                            • Cillit Bang
                                                                                                              • What the consumer thinks
                                                                                                                • Figure 38: Attitudes towards the Cillit Bang brand, February 2009
                                                                                                              • Ecover
                                                                                                                • What the consumer thinks
                                                                                                                  • Figure 39: Attitudes towards the Ecover brand, February 2009
                                                                                                                • Dettol
                                                                                                                  • What the consumer thinks
                                                                                                                    • Figure 40: Attitudes towards the Dettol brand, February 2009
                                                                                                                • Brand Communication and Promotion

                                                                                                                  • Key points
                                                                                                                    • Adspend turning to dust
                                                                                                                      • Figure 41: Topline advertising spend on household cleaning products, 2005-09
                                                                                                                    • Leading innovator drives adspend
                                                                                                                      • Figure 42: Topline advertising spend for household cleaning products, by advertiser, 2005-09
                                                                                                                    • Marketing themes
                                                                                                                      • Product performance remains key
                                                                                                                        • But it’s very tongue in cheek
                                                                                                                          • Cleaning is not the whole story
                                                                                                                            • Price
                                                                                                                            • Channels to Market

                                                                                                                              • Key points
                                                                                                                                • Impact of the move to own-label
                                                                                                                                  • Figure 43: Retail distribution of household cleaners, 2007-09
                                                                                                                              • The European Consumer

                                                                                                                                • Key points
                                                                                                                                  • Keeping up with the French and the Spanish
                                                                                                                                    • Figure 44: Time spent on household chores on an average weekday, by country, 2008
                                                                                                                                  • Where men get off lightly
                                                                                                                                  • The Impact of Lifestyle

                                                                                                                                    • Key points
                                                                                                                                      • Lifestyle and motivation
                                                                                                                                        • Figure 45: Selected lifestyle statements, May 2009
                                                                                                                                      • The relationship between illness and purchase motivation
                                                                                                                                        • Figure 46: Difference in purchase motivation of household cleaning products among those who are often ill with minor illnesses and ‘all’, May 2009
                                                                                                                                      • Impact of lifestyle on attitudes towards ingredients
                                                                                                                                        • Figure 47: Difference in attitudes towards ingredients of household cleaning products amongst selected lifestyle statements and ‘all’, May 2009
                                                                                                                                      • Hospitals, health, hygiene and household cleaning
                                                                                                                                        • Allergies and ailments
                                                                                                                                        • Usage of Household Cleaning Products

                                                                                                                                          • Key points
                                                                                                                                            • Trends in frequency of use
                                                                                                                                              • Figure 48: Trends in frequency of using household cleaning products, by type, 2004-08
                                                                                                                                            • Opportunities lie in reduced frequency of use
                                                                                                                                              • Cleaning styles impact use-up rates
                                                                                                                                                • How clean is your loo?
                                                                                                                                                • Consumer Cleaning Habits

                                                                                                                                                  • Key points
                                                                                                                                                    • Attitudes towards cleaning
                                                                                                                                                      • Figure 49: Lifestyle statements on attitudes towards home and cleaning, 2004-08
                                                                                                                                                    • Working 9-5, but cleaning weekends
                                                                                                                                                      • Generation gap breeds new opportunities
                                                                                                                                                        • Time spent cleaning and tidying
                                                                                                                                                          • Figure 50: Time and care taken on cleaning and tidying up, 2004-08
                                                                                                                                                        • Women spend more time cleaning and tidying
                                                                                                                                                          • Figure 51: Time and care taken on cleaning and tidying up, by gender, 2004-08
                                                                                                                                                        • Playing house
                                                                                                                                                        • Purchase Motivation

                                                                                                                                                          • Key points
                                                                                                                                                              • Figure 52: Purchase motivations for household cleaning products, May 2009
                                                                                                                                                            • Performance, not price is paramount
                                                                                                                                                              • The impact of the recession
                                                                                                                                                                • Multi-purpose v specialist
                                                                                                                                                                  • Mum knows best
                                                                                                                                                                  • Attitudes Towards Cleaning Ingredients

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Germ-busting key priority
                                                                                                                                                                        • Figure 53: Attitudes towards ingredients used in household cleaning products, May 2009
                                                                                                                                                                      • Germ warfare
                                                                                                                                                                        • Division by age and class
                                                                                                                                                                          • Keeping a clean planet
                                                                                                                                                                            • Cosmetic effects
                                                                                                                                                                            • Further Analysis

                                                                                                                                                                                • Figure 54: Consumer groups, household cleaning products, May 2009
                                                                                                                                                                              • Performance demanders (85%)
                                                                                                                                                                                • Who are they?
                                                                                                                                                                                  • Price Conscious (60%)
                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                      • Green consumers (38%)
                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                          • Followers (33%)
                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                            • Appendix

                                                                                                                                                                                                • ACORN
                                                                                                                                                                                                  • Advertising data
                                                                                                                                                                                                  • Appendix – The European Consumer

                                                                                                                                                                                                      • Figure 55: Penetration and frequency of using household cleaning products, by country and type, 2008
                                                                                                                                                                                                  • Appendix – The Impact of Lifestyle

                                                                                                                                                                                                      • Figure 56: Most popular statements on lifestyle, by demographics, May 2009
                                                                                                                                                                                                      • Figure 57: Next most popular statements on lifestyle, by demographics, May 2009
                                                                                                                                                                                                    • Purchase motivations by lifestyle statement
                                                                                                                                                                                                      • Figure 58: Most popular purchase motivations for household cleaning products, by statements on lifestyle, May 2009
                                                                                                                                                                                                      • Figure 59: Next most popular purchase motivations for household cleaning products, by statements on lifestyle, May 2009
                                                                                                                                                                                                    • Attitudes towards ingredients by lifestyle statements
                                                                                                                                                                                                      • Figure 60: Most popular attitudes towards ingredients used in household cleaning products, by statements on lifestyle, May 2009
                                                                                                                                                                                                      • Figure 61: Next most popular attitudes towards ingredients used in household cleaning products, by statements on lifestyle, May 2009
                                                                                                                                                                                                  • Appendix – Consumer Cleaning Habits

                                                                                                                                                                                                      • Figure 62: Most popular lifestyle statements on attitudes towards home and cleaning, by demographics, 2008
                                                                                                                                                                                                      • Figure 63: Next most popular lifestyle statements on attitudes towards home and cleaning, by demographics, 2008
                                                                                                                                                                                                      • Figure 64: Time and care taken on cleaning and tidying up, by demographics, 2008
                                                                                                                                                                                                  • Appendix: The Consumer – Usage and Frequency

                                                                                                                                                                                                      • Figure 65: Frequency of usage of household cleaners, by demographics, 2008
                                                                                                                                                                                                      • Figure 66: Frequency of usage of lavatory cleaners, by demographics, 2008
                                                                                                                                                                                                      • Figure 67: Frequency of usage of furniture polishes and dusters, by demographics, 2008
                                                                                                                                                                                                      • Figure 68: Frequency of usage of domestic bleaches, by demographics, 2008
                                                                                                                                                                                                      • Figure 69: Frequency of usage of flush treatment lavatory products, by demographics, 2008
                                                                                                                                                                                                  • Appendix: The Consumer – Purchase Motivation

                                                                                                                                                                                                      • Figure 70: Most popular purchase motivations for household cleaning products, by demographics, May 2009
                                                                                                                                                                                                      • Figure 71: Next most popular purchase motivations for household cleaning products, by demographics, May 2009
                                                                                                                                                                                                  • Appendix: The Consumer – Attitudes Towards Cleaning Ingredients

                                                                                                                                                                                                      • Figure 72: Most popular attitudes towards ingredients used in household cleaning products, by demographics, May 2009
                                                                                                                                                                                                      • Figure 73: Next most popular attitudes towards ingredients used in household cleaning products, by demographics, May 2009
                                                                                                                                                                                                  • Appendix – Further Analysis

                                                                                                                                                                                                      • Figure 74: Consumer groups, by demographics, May 2009
                                                                                                                                                                                                      • Figure 75: Purchase motivations for household cleaning products, by consumer group, May 2009
                                                                                                                                                                                                      • Figure 76: Attitudes towards ingredients used in household cleaning products, by consumer group, May 2009
                                                                                                                                                                                                      • Figure 77: Consumer groups, by statements on lifestyle, May 2009
                                                                                                                                                                                                      • Figure 78: Consumer groups, by next most popular statements on lifestyle, May 2009 (continued)

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                  • Alliance Boots
                                                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                                                  • British Market Research Bureau (BMRB)
                                                                                                                                                                                                  • CACI Limited
                                                                                                                                                                                                  • Co-operative Group
                                                                                                                                                                                                  • Colgate-Palmolive UK Ltd
                                                                                                                                                                                                  • Daily Mail
                                                                                                                                                                                                  • Daily Star (The)
                                                                                                                                                                                                  • Ecover UK
                                                                                                                                                                                                  • Energy Saving Trust
                                                                                                                                                                                                  • ITV plc
                                                                                                                                                                                                  • J. Sainsbury
                                                                                                                                                                                                  • Johnson & Johnson Ltd
                                                                                                                                                                                                  • Kimberly-Clark (UK)
                                                                                                                                                                                                  • Lidl (UK)
                                                                                                                                                                                                  • Marks & Spencer
                                                                                                                                                                                                  • Ocado Ltd
                                                                                                                                                                                                  • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                  • OzKleen
                                                                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                                                                  • PZ Cussons
                                                                                                                                                                                                  • Reckitt Benckiser (UK)
                                                                                                                                                                                                  • Sara Lee (UK)
                                                                                                                                                                                                  • SC Johnson UK
                                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                                  • Unilever Plc
                                                                                                                                                                                                  • United Nations Environment Programme
                                                                                                                                                                                                  • Waitrose
                                                                                                                                                                                                  • Waste Watch
                                                                                                                                                                                                  • Wm Morrison Supermarkets

                                                                                                                                                                                                  Household Cleaning Products - UK - July 2009

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