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Household Cleaning Products - UK - October 2010

This report assesses the market for products used for cleaning and polishing in a domestic context.

  • Almost six in ten consumers always clean/tidy their home before guests arrive; nearly eight in ten value having a clean house; and a further six in ten actually gain satisfaction from doing housework. The latter attitude is particularly prevalent among women (rising to 70%), and among the 25-34s (66%).
  • Under-24s may be the least dedicated cleaners, but they are the most receptive to trying new products and to using cheaper own-label variants.
  • Three in ten consumers admit that the last thing they want to do when they get home from work is clean the house, with 47% saying they clean up as they go along, and one in five relegating it to the weekend. For a growing number of consumers, in other words, the ‘deep clean’ is no longer a feasible option, with work commitments and family responsibilities encroaching on their ability to keep on top of chores.
  • The value that consumers place on a clean home, the choice of products they use, and the degree to which they clean remains very much divided along gender and age lines. Over three in ten men, and 37% of the under-24s, for example, admit that someone else is responsible for doing the housework (compared to only one in ten women). Half of women claim that they are the only ones who do the housework, compared to a quarter of men.
  • Time spent on household chores is linked more closely to lifestyle than to ownership of a pet, but nevertheless, pet owners may prefer products with a pet-friendly positioning and there is potential to cross-promote cleaning and pet food brands to target pet owners.
  • There is more emphasis these days on ingredients in product formulations and their environmental impact. Yet, in research for this report, the ‘free from’ benefit appeals to just 4% of consumers in their choice of cleaner.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • The Great British Clean-Up
                • ‘But I don’t have the time to…’
                  • Get the whole family involved
                  • Market in Brief

                    • A thriving, innovative market
                      • Innovation is driving demand
                        • Robust performance by brands
                          • People are “jiffy” cleaning
                            • More at home leisure time drives demand
                              • Performance is what counts
                                • More homes – more to be cleaned
                                • Internal Market Environment

                                  • Key points
                                    • Time spent on household chores
                                      • Figure 1: Time spent on household chores (such as cleaning, washing, gardening) on an average weekday, 2006-10
                                    • Allergies
                                      • Figure 2: Allergies that people are prone to, by time spent on household chores on an average weekday, 2010
                                    • Pet owners
                                      • Figure 3: Trends in household pet ownership in GB, 2007-10
                                      • Figure 4: Time spent on household chores on an average weekday, by pet ownership, 2010
                                    • Ownership of household appliances rising
                                      • Figure 5: Trends in ownership of selected household appliances, 2006-10
                                    • Few households have a paid cleaner
                                      • Figure 6: Adults who have paid help at home to help with the household chores, 2006-10
                                    • Eco labels
                                      • Ecolabel
                                      • Broader Market Environment

                                        • Key points
                                          • Rising numbers living alone
                                            • Figure 7: UK households, by size, 2005-15
                                          • More bathrooms
                                            • Figure 8: Number of bathrooms in the home, 2006-10
                                          • Working women have limited time for cleaning
                                            • Figure 9: UK trends in women in employment, 2004-09
                                          • Cleaning, a shared task
                                            • Figure 10: Chores done by 7-14-year-olds, 2005-09
                                          • Ageing population
                                            • Figure 11: Trends in the age structure of the UK population, by gender, 2005-15
                                        • Competitive Context

                                          • Key points
                                            • Sluggish market for household goods
                                              • Figure 12: UK retail sales of selected household goods, by category, 2008-10
                                          • Strengths and Weaknesses

                                            • Strengths
                                              • Weaknesses
                                              • Who’s Innovating?

                                                • Key points
                                                  • Slowdown in innovation
                                                    • Figure 13: Number of household cleaning launches, branded vs. own-label, 2006-June 2010
                                                  • Tough talk, but with a caring slant
                                                    • Figure 14: Leading positioning claims of new launches, 2009-10
                                                  • Innovation by company
                                                    • Figure 15: Number of launches, by company, Jan-Dec 2009
                                                    • Figure 16: Top 20 launches by company and brand, Jan-Jun 2010
                                                  • Innovation in 2010
                                                    • Hard surface care dominates innovation
                                                      • Figure 17: New product launches in household cleaning, % by sector, 2006-10
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Household cleaning products up 20% over 2005-10
                                                        • Figure 18: UK value sales of household cleaning products, 2005-15
                                                      • Outlook
                                                        • Forecast
                                                        • Segment Performance

                                                          • Key points
                                                            • All-purpose cleaners forge ahead
                                                              • Figure 19: UK retail sales of household cleaning products, by sector, 2010
                                                              • Figure 20: UK retail value sales of household cleaning products, by sector, 2007-10
                                                            • Liquids dominate the sector
                                                              • Figure 21: UK retail value sales of household cleaners, by format, 2009-10
                                                          • Market Share

                                                            • Key points
                                                              • New product development key to winning share
                                                                • Figure 22: Manufacturers’ shares of household cleaning products, 2008-10
                                                              • RB powers ahead
                                                                • Boost for SC Johnson
                                                                  • Own-label fighting back
                                                                    • Figure 23: Brand shares in all-purpose, bathroom and kitchen cleaners, specialist cleaners and polishes 2008-10
                                                                    • Figure 24: Brand shares in toilet cleaners and bleach, 2008-10
                                                                • Brand Elements

                                                                  • Key points
                                                                    • Brand map
                                                                        • Figure 25: Attitudes towards and usage of various household cleaning product brands, July 2010
                                                                      • Brand qualities of household cleaning product brands
                                                                        • Reliability and efficiency most desirable traits
                                                                          • Figure 26: Personalities of various household cleaning product brands, July 2010
                                                                        • Experience of household cleaning product brands
                                                                          • Domestos most widely used
                                                                            • Figure 27: Consumer usage of various household cleaning product brands, July 2010
                                                                          • Brand consideration for household cleaning product brands
                                                                            • Dettol has highest consideration
                                                                              • Figure 28: Consideration of various household cleaning product brands, July 2010
                                                                            • Brand satisfaction for household cleaning product brands
                                                                              • Dettol and Domestos most satisfactory
                                                                                • Figure 29: Satisfaction with various household cleaning product brands, July 2010
                                                                              • Brand commitment to household cleaning product brands
                                                                                • Ecover has loyal fans, but masses unconvinced
                                                                                  • Figure 30: Commitment to various household cleaning product brands, July 2010
                                                                                • Brand intentions for household cleaning product brands
                                                                                  • Dettol and Domestos have highest loyalty
                                                                                    • Figure 31: Future usage intentions for various household cleaning product brands, July 2010
                                                                                  • Brand recommendation for household cleaning product brands
                                                                                    • Anti-germ brands most recommended
                                                                                      • Figure 32: Recommendation of various household cleaning product brands, July 2010
                                                                                    • Domestos
                                                                                      • What the consumer thinks
                                                                                        • Figure 33: Attitudes towards the Domestos brand, July 2010
                                                                                      • Ecover
                                                                                        • What the consumer thinks
                                                                                          • Figure 34: Attitudes towards the Ecover brand, July 2010
                                                                                        • Flash
                                                                                          • What the consumer thinks
                                                                                            • Figure 35: Attitudes towards the Flash brand, July 2010
                                                                                          • Cillit Bang
                                                                                            • What the consumer thinks
                                                                                              • Figure 36: Attitudes towards the Cillit Bang brand, July 2010
                                                                                            • Dettol
                                                                                              • What the consumer thinks
                                                                                                • Figure 37: Attitudes towards the Dettol brand, July 2010
                                                                                            • Companies and Products

                                                                                              • Major players
                                                                                                • Jeyes
                                                                                                  • Procter & Gamble
                                                                                                    • Reckitt Benckiser
                                                                                                      • SC Johnson
                                                                                                        • Unilever
                                                                                                          • Robert McBride
                                                                                                            • Ozkleen
                                                                                                              • Other companies
                                                                                                                • WD-40
                                                                                                                  • Ecover
                                                                                                                    • Method
                                                                                                                      • Green Tree (L’Arbre Vert)
                                                                                                                        • Star Brands
                                                                                                                          • Spotless Punch
                                                                                                                          • Brand Communication and Promotion

                                                                                                                            • Key points
                                                                                                                              • Figure 38: Topline advertising spend on household cleaning products, 2006-10
                                                                                                                            • Advertising by company
                                                                                                                              • Figure 39: Topline advertising spend on household cleaning products, % by advertiser, 2006-10
                                                                                                                              • Figure 40: Market share vs. share of adspend, by company, 2009
                                                                                                                              • Figure 41: Topline advertising spend on household cleaning products, by advertiser, 2006-10
                                                                                                                          • Channels to Market

                                                                                                                            • Key points
                                                                                                                              • Figure 42: UK retail value sales of household cleaners, by outlet type, 2008-10
                                                                                                                          • The Consumer – Use of Cleaning Products

                                                                                                                            • Key points
                                                                                                                              • Household and toilet cleaners
                                                                                                                                • Figure 43: Trends in frequency of using household and toilet cleaning products, by type, 2006-10
                                                                                                                              • Toilet cleaners
                                                                                                                                • Dusting and polishing
                                                                                                                                  • Figure 44: Trends in frequency of using furniture polishes and dusters, 2006-10
                                                                                                                                • Use of domestic bleaches
                                                                                                                                  • Figure 45: Trends in frequency of using domestic bleaches, 2006-10
                                                                                                                              • The Consumer – Cleaning Habits

                                                                                                                                • Key points
                                                                                                                                  • People like the house to be clean
                                                                                                                                    • Figure 46: Attitudes towards home cleaning, 2006 and 2010
                                                                                                                                  • Lifestage influences attitude towards cleaning
                                                                                                                                    • Time spent cleaning and tidying
                                                                                                                                      • Figure 47: Time and care taken on cleaning and tidying up, 2006-10
                                                                                                                                    • A woman’s place is in the home
                                                                                                                                      • Figure 48: Time spent cleaning and tidying, by gender, 2010
                                                                                                                                  • Attitudes Towards Housework

                                                                                                                                    • Key points
                                                                                                                                        • Figure 49: Attitudes towards domestic housework, June 2010
                                                                                                                                      • Let’s dine in
                                                                                                                                        • A quarter would like a cleaner
                                                                                                                                          • Workers don’t want to clean
                                                                                                                                            • I do the cleaning so I will choose
                                                                                                                                              • Little and often
                                                                                                                                                • It’s clean enough
                                                                                                                                                  • Fresh smells
                                                                                                                                                  • Factors Influencing Choice of Household Cleaner

                                                                                                                                                    • Key points
                                                                                                                                                      • Products must perform
                                                                                                                                                        • Figure 50: Factors influencing choice of household cleaning products, June 2010
                                                                                                                                                      • Cocktail of factors shape choice
                                                                                                                                                        • Performance is a must
                                                                                                                                                          • The price must be right
                                                                                                                                                            • Format a secondary feature
                                                                                                                                                              • A pleasing scent
                                                                                                                                                                • Power lags behind performance
                                                                                                                                                                  • Indifference about the environment
                                                                                                                                                                    • Weak showing for own-label
                                                                                                                                                                    • Attitudes Towards Promotions and Brands

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Promotions
                                                                                                                                                                          • Special deals encourage stocking up
                                                                                                                                                                            • Figure 51: Attitudes towards promotions, June 2010
                                                                                                                                                                            • Figure 52: Agreement with attitudes towards promotions, June 2010
                                                                                                                                                                          • People are thinking about savings
                                                                                                                                                                            • Younger consumers trading down
                                                                                                                                                                              • Stocking up
                                                                                                                                                                                • A brand-switching culture
                                                                                                                                                                                  • Some are purely price-sensitive
                                                                                                                                                                                    • Older bias for vouchers, younger for loyalty points
                                                                                                                                                                                      • No worries about price
                                                                                                                                                                                        • Brands
                                                                                                                                                                                          • Own-labels are popular
                                                                                                                                                                                            • Figure 53: Attitudes towards brands, June 2010
                                                                                                                                                                                            • Figure 54: Agreement with attitudes towards brands, June 2010
                                                                                                                                                                                          • Own-labels appeal to under-35s
                                                                                                                                                                                            • Tabloid readers opt for brands
                                                                                                                                                                                              • Consumers think brands perform better
                                                                                                                                                                                                • Some negatives about own-label
                                                                                                                                                                                                • Target Groups

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                      • Figure 55: Target groups for household cleaning products, June 2010
                                                                                                                                                                                                    • Switchers (28% of purchasers)
                                                                                                                                                                                                        • Figure 56: Factors influencing choice, by target group, Switchers, June 2010
                                                                                                                                                                                                        • Figure 57: Attitudes towards own-labels, by target group, Switchers, june 2010
                                                                                                                                                                                                      • Brandaholics (7%)
                                                                                                                                                                                                          • Figure 58: Factors influencing choice of household cleaning products, by target group, Brandaholics, June 2010
                                                                                                                                                                                                          • Figure 59: Attitudes towards own-labels, by target group, Brandaholics, June 2010
                                                                                                                                                                                                        • Cost Conscious (43%)
                                                                                                                                                                                                          • Figure 60: Factors influencing choice of household cleaning products, by target group, Cost Conscious, June 2010
                                                                                                                                                                                                          • Figure 61: Attitudes towards own-label, by target group, Cost Conscious, June 2010
                                                                                                                                                                                                        • Keen Cleaners (22%)
                                                                                                                                                                                                            • Figure 62: Factors influencing choice of household cleaning products, by target group, Keen Cleaners, June 2010
                                                                                                                                                                                                            • Figure 63: Attitudes towards own-label, by target group, Keen Cleaners, June 2010
                                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                                            • Figure 64: Household pet ownership in GB, by demographics, 2010
                                                                                                                                                                                                            • Figure 65: Allergies that people are prone to, by time spent on household chores on an average weekday, 2010
                                                                                                                                                                                                            • Figure 66: Time spent cleaning on an average weekday, by pet ownership, 2010
                                                                                                                                                                                                        • Appendix – Who’s Innovating?

                                                                                                                                                                                                            • Figure 67: Branded vs. own-label NPD activity, number, 2006-June 2010
                                                                                                                                                                                                        • Appendix – Consumer Cleaning Habits

                                                                                                                                                                                                            • Figure 68: Agreement with lifestyle statements on home and cleaning, 2006-10
                                                                                                                                                                                                            • Figure 69: Agreement with lifestyle statements on home and cleaning, by demographics, 2010
                                                                                                                                                                                                            • Figure 70: Agreement with lifestyle statements on home and cleaning, by demographics, 2010
                                                                                                                                                                                                            • Figure 71: Time and care taken on cleaning and tidying up, by demographics, 2010
                                                                                                                                                                                                            • Figure 72: Time and care taken on cleaning and tidying up, by demographics, 2010
                                                                                                                                                                                                        • Appendix – Use of Cleaning Products

                                                                                                                                                                                                            • Figure 73: Frequency of using household cleaners, by demographics, 2010
                                                                                                                                                                                                            • Figure 74: Frequency of using lavatory cleaners, by demographics, 2010
                                                                                                                                                                                                            • Figure 75: Frequency of using furniture polishes and dusters, by demographics, 2010
                                                                                                                                                                                                            • Figure 76: Frequency of using flush treatment lavatory products, by demographics, 2010
                                                                                                                                                                                                            • Figure 77: Frequency of using domestic bleaches, by demographics, 2010
                                                                                                                                                                                                        • Appendix – Attitudes Towards Housework

                                                                                                                                                                                                            • Figure 78: Most popular attitudes towards domestic housework, by demographics, June 2010
                                                                                                                                                                                                            • Figure 79: Next most popular attitudes towards domestic housework, by demographics, June 2010
                                                                                                                                                                                                        • Appendix – Factors Influencing Choice

                                                                                                                                                                                                            • Figure 80: Attitudes towards choosing household cleaning products, by demographics, June 2010
                                                                                                                                                                                                            • Figure 81: Attitudes towards choosing household cleaning products, by demographics, June 2010
                                                                                                                                                                                                            • Figure 82: Attitudes towards choosing household cleaning products, by demographics, June 2010
                                                                                                                                                                                                            • Figure 83: Attitudes towards choosing household cleaning products, by demographics, June 2010
                                                                                                                                                                                                            • Figure 84: Attitudes towards choosing household cleaning products, by demographics, June 2010
                                                                                                                                                                                                            • Figure 85: Attitudes towards choosing household cleaning products, by demographics, June 2010
                                                                                                                                                                                                        • Appendix – Attitudes Towards Promotions and Brands

                                                                                                                                                                                                            • Figure 86: Attitudes towards promotions, by demographics, June 2010
                                                                                                                                                                                                            • Figure 87: Attitudes towards promotions, by demographics, June 2010
                                                                                                                                                                                                            • Figure 88: Attitudes towards promotions, by demographics, June 2010
                                                                                                                                                                                                            • Figure 89: Attitudes towards promotions, by demographics, June 2010
                                                                                                                                                                                                            • Figure 90: Attitudes towards promotions, by demographics, June 2010
                                                                                                                                                                                                            • Figure 91: Attitudes towards promotions, by demographics, June 2010
                                                                                                                                                                                                            • Figure 92: Attitudes towards promotions, by demographics, June 2010
                                                                                                                                                                                                            • Figure 93: Attitudes towards promotions, by demographics, June 2010
                                                                                                                                                                                                            • Figure 94: Attitudes towards promotions, by demographics, June 2010
                                                                                                                                                                                                            • Figure 95: Attitudes towards promotions, by demographics, June 2010
                                                                                                                                                                                                            • Figure 96: Attitudes towards promotions, by demographics, June 2010
                                                                                                                                                                                                          • Attitudes towards brands
                                                                                                                                                                                                            • Figure 97: Attitudes towards brands, by demographics, June 2010
                                                                                                                                                                                                            • Figure 98: Attitudes towards brands, by demographics, June 2010
                                                                                                                                                                                                            • Figure 99: Attitudes towards brands, by demographics, June 2010
                                                                                                                                                                                                            • Figure 100: Attitudes towards brands, by demographics, June 2010
                                                                                                                                                                                                            • Figure 101: Attitudes towards brands, by demographics, June 2010
                                                                                                                                                                                                            • Figure 102: Attitudes towards brands, by demographics, June 2010
                                                                                                                                                                                                            • Figure 103: Attitudes towards brands, by demographics, June 2010
                                                                                                                                                                                                            • Figure 104: Attitudes towards brands, by demographics, June 2010
                                                                                                                                                                                                            • Figure 105: Attitudes towards brands, by demographics, June 2010
                                                                                                                                                                                                            • Figure 106: Attitudes towards brands, by demographics, June 2010
                                                                                                                                                                                                        • Appendix – Target Groups

                                                                                                                                                                                                            • Figure 107: Target groups, by demographics, June 2010
                                                                                                                                                                                                            • Figure 108: Attitudes towards domestic housework, by target groups, June 2010
                                                                                                                                                                                                            • Figure 109: Purchasing household cleaning products, by target groups, June 2010
                                                                                                                                                                                                            • Figure 110: Attitudes towards choosing household cleaning products, by target groups, June 2010

                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                        • ACDOCO Limited
                                                                                                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                        • Ambi Pur
                                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                        • Challs Ltd.
                                                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                                                        • Council of Mortgage Lenders
                                                                                                                                                                                                        • Department for Environment, Food & Rural Affairs
                                                                                                                                                                                                        • Dylon International Limited
                                                                                                                                                                                                        • Earth Friendly Products
                                                                                                                                                                                                        • Ecover UK
                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                        • Fédération Internationale de Football Association
                                                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                                                        • Incentive Media
                                                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                                                        • Jeyes UK
                                                                                                                                                                                                        • Kantar Media
                                                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                                                        • McBride PLC
                                                                                                                                                                                                        • Method Products, Inc.
                                                                                                                                                                                                        • mmO2 plc
                                                                                                                                                                                                        • Netto Foodstores Ltd
                                                                                                                                                                                                        • Nike
                                                                                                                                                                                                        • Orange plc (UK)
                                                                                                                                                                                                        • OzKleen
                                                                                                                                                                                                        • Poundland Ltd
                                                                                                                                                                                                        • Procter & Gamble UK & Ireland
                                                                                                                                                                                                        • Reckitt Benckiser (UK)
                                                                                                                                                                                                        • Sara Lee (UK)
                                                                                                                                                                                                        • SC Johnson UK
                                                                                                                                                                                                        • T-Mobile (UK) Ltd
                                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                                        • Unilever Plc
                                                                                                                                                                                                        • United Nations
                                                                                                                                                                                                        • Virgin Media Ltd
                                                                                                                                                                                                        • Virgin Mobile
                                                                                                                                                                                                        • Vodafone Group Plc (UK)
                                                                                                                                                                                                        • Waitrose
                                                                                                                                                                                                        • Wilkinson Hardware Stores Ltd
                                                                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                                        Household Cleaning Products - UK - October 2010

                                                                                                                                                                                                        US $2,648.76 (Excl.Tax)