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Household Hard Surface Cleaning and Care Products - Europe - December 2011

European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Withstanding the recession fairly well
                    • Figure 1: Value in local currency, Household cleaners: France, Germany, Italy, Spain (€m) and UK (£m), 2006-15
                  • Brands challenged by private labels
                    • NPD focused on health protection and longer-lasting scents
                      • Strength and weaknesses in brief
                        • Strengths
                          • Weaknesses
                            • Companies, brands and innovation
                              • Launching increases after slowdown during 2009-10
                                • Figure 2: New product activity in household hard surface cleaning and care products, % share by European region, 12 months to November 2011
                              • Private label highly proactive
                                • Large number of launchers
                                  • Figure 3: New product activity in household hard surface cleaning and care products, % share by company, by European Region, 12 months to November 2011
                                • The consumer
                                  • Three quarters of European consumers are house proud
                                    • European consumers still want to spend less on cleaning
                                      • Women are the core user group, young people are most likely to try new products
                                      • European Market Size and Forecast

                                        • Key points
                                          • The Big 5
                                            • Volume
                                              • Value
                                                • Figure 4: Household cleaners: Value in local currency, 2004-15
                                              • Per capita expenditure
                                                • Figure 5: Household cleaners: Spend per capita (population), 2004-15
                                            • Market Segmentation

                                              • Key points
                                                • The Big 5
                                                  • France
                                                    • Figure 6: France: Household cleaners: Market segmentation, by value (€m), 2010
                                                  • Germany
                                                    • Figure 7: Germany: Household cleaners: Market segmentation, by value (€m), 2010
                                                  • Italy
                                                    • Figure 8: Italy: Household cleaners: Market segmentation, by value (€m), 2009-10
                                                  • Spain
                                                    • Figure 9: Spain: Household cleaners: Market segmentation, by value (€m), 2008-10
                                                  • UK
                                                    • Figure 10: UK: Hard surface cleaners: Market segmentation, by value (€m), 2009-11
                                                • Companies and Product Innovation

                                                  • Key points
                                                    • World region
                                                      • Figure 11: New product activity in household hard surface cleaning and care products, % share by global region, 12 months to November 2011
                                                    • European region
                                                      • GNPD leaders
                                                        • Figure 12: New product activity in household hard surface cleaning and care products, % share by European region, 12 months to November 2011
                                                      • GNPD sub-category split
                                                        • Figure 13: New product activity in household hard surface cleaning and care products, % share by top 10 European countries, by subsegment, 12 months to November 2011
                                                      • Leading companies
                                                        • Figure 14: New product activity in household hard surface cleaning and care products, % share by company, by European region, 12 months to November 2011
                                                      • Leading claims
                                                        • Figure 15: New product activity in household hard surface cleaning and care products, % share by leading claims, by European region, 12 months to November 2011
                                                      • The Big 5
                                                        • France
                                                          • GNPD sub-category split
                                                            • Figure 16: New product activity in household hard surface cleaning and care products, France, % share by subsegment, by year, 2007-11
                                                          • Leading companies
                                                            • Figure 17: New product activity in household hard surface cleaning and care products, % share by company, France, 12 months to November 2011
                                                          • Leading claims
                                                            • Figure 18: New product activity in household hard surface cleaning and care products, % share by leading claims, France, 12 months to November 2011
                                                          • Most innovative products
                                                            • Multi-Purpose Cleaner
                                                              • Bleach-Free Anti-Bacterial Cleaner
                                                                • Multi-Purpose Cleaner
                                                                  • High-Power Cleaning Liquid
                                                                    • Landes Forest Scented Multi-Purpose Wipes
                                                                      • Germany
                                                                        • GNPD sub-category split
                                                                          • Figure 19: New product activity in household hard surface cleaning and care products, Germany, % share by subsegment, by year, 2007-11
                                                                        • Leading companies
                                                                          • Figure 20: New product activity in household hard surface cleaning and care products, % share by company, Germany, 12 months to November 2011
                                                                        • Leading claims
                                                                          • Figure 21: New product activity in household hard surface cleaning and care products, % share by leading claims, Germany, 12 months to November 2011
                                                                        • Most innovative products
                                                                          • Complete Bathroom Cleaner
                                                                            • Ecological Glass Cleaner
                                                                              • High Polish Concentrate
                                                                                • Apple Scented Household Wipes
                                                                                  • Grapefruit Grease Remover
                                                                                    • Italy
                                                                                      • GNPD sub-category split
                                                                                        • Figure 22: New product activity in household hard surface cleaning and care products, Italy, % share by subsegment, by year, 2007-11
                                                                                      • Leading companies
                                                                                        • Figure 23: New product activity in household hard surface cleaning and care products, % share by company, Italy, 12 months to November 2011
                                                                                      • Leading claims
                                                                                        • Figure 24: New product activity in household hard surface cleaning and care products, % share by leading claims, Italy, 12 months to November 2011
                                                                                      • Most innovative products
                                                                                        • All-Purpose & Glass Surface Cleaner
                                                                                          • 4 in 1 Multi-Purpose Cleaner
                                                                                            • Anti-Limescale & Sanitizing Detergent
                                                                                              • Antistatic Dust Removal Spray
                                                                                                • Spain
                                                                                                  • GNPD sub-category split
                                                                                                    • Figure 25: New product activity in household hard surface cleaning and care products, Spain, % share by subsegment, by year, 2007-11
                                                                                                  • Leading companies
                                                                                                    • Figure 26: New product activity in household hard surface cleaning and care products, % share by company, Spain, 12 months to November 2011
                                                                                                  • Leading claims
                                                                                                    • Figure 27: New product activity in household hard surface cleaning and care products, % share by leading claims, Spain, 12 months to November 2011
                                                                                                  • Most innovative products
                                                                                                    • Cologne Freshness Multi-Purpose Cleaner
                                                                                                      • Active Foam Bathroom Cleaner
                                                                                                        • Wooden Floor Cleaner
                                                                                                          • Multi-Purpose Cleaner
                                                                                                            • Organic Grease Removal Spray
                                                                                                              • UK
                                                                                                                • GNPD sub-category split
                                                                                                                  • Figure 28: New product activity in household hard surface cleaning and care products, UK, % share by subsegment, by year, 2007-11
                                                                                                                • Leading companies
                                                                                                                  • Figure 29: New product activity in household hard surface cleaning and care products, % share by company, UK, 12 months to November 2011
                                                                                                                • Leading claims
                                                                                                                  • Figure 30: New product activity in household hard surface cleaning and care products, % share by leading claims, UK, 12 months to November 2011
                                                                                                                • Most innovative products
                                                                                                                  • Blossom & Breeze All Purpose Cleaner
                                                                                                                    • Antibacterial Floor Wipes
                                                                                                                      • Eco-Friendly Kitchen & Hob Cleaner
                                                                                                                        • Multi-Surface Wipes
                                                                                                                        • The Consumer

                                                                                                                          • Key points
                                                                                                                            • Frequency of use
                                                                                                                              • Figure 31: Trends in frequency of use of household cleaners, 2010
                                                                                                                            • Specially formulated or multi-purpose
                                                                                                                              • Figure 32: Trends in use of specially formulated products or multi-purpose cleaner, France and Germany, 2010
                                                                                                                              • Figure 33: Types of household cleaners used most often, France, 2010
                                                                                                                              • Figure 34: Trends in use of specially formulated products or multi-purpose cleaner, Spain, GB, 2010
                                                                                                                            • Type analysis
                                                                                                                                • Figure 35: Trends in types of household cleaners used most often, France, 2010
                                                                                                                                • Figure 36: Trends in types of household cleaners used most often, Germany, Spain, GB, 2010
                                                                                                                              • Consumer attitudes
                                                                                                                                • Figure 37: Trends in agreement with selected lifestyle statements, France, Germany, Spain and GB, 2010
                                                                                                                            • The Consumer – Exclusive Consumer Research

                                                                                                                              • Household cleaning
                                                                                                                                • Figure 38: Important factors when buying household cleaning products, March 2011
                                                                                                                              • Promotions and offers – cleaning products
                                                                                                                                • Figure 39: Agreement with the statements on household cleaning products, March 2011
                                                                                                                            • Appendix – Demographic Data

                                                                                                                                • TGI Europa demographics
                                                                                                                                  • Figure 40: Frequency of use of domestic bleaches, by demographics, France, 2010
                                                                                                                                  • Figure 41: Frequency of use of domestic bleaches, by demographics, Spain, 2010
                                                                                                                                  • Figure 42: Frequency of use of domestic bleaches, by demographics, GB, 2010
                                                                                                                                  • Figure 43: Frequency of use of household cleaners, by demographics, France, 2010
                                                                                                                                  • Figure 44: Frequency of use of household cleaners, by demographics, Germany, 2010
                                                                                                                                  • Figure 45: Frequency of use of household cleaners, by demographics, Spain, 2010
                                                                                                                                  • Figure 46: Frequency of use of household cleaners, by demographics, GB, 2010
                                                                                                                                  • Figure 47: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                                                                  • Figure 48: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                                                                  • Figure 49: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                                                                  • Figure 50: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                                  • Figure 51: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                                  • Figure 52: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                                  • Figure 53: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                                  • Figure 54: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                                  • Figure 55: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                                  • Figure 56: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                                                                  • Figure 57: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                                                                  • Figure 58: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                                                                • Toluna Demographics
                                                                                                                                  • Figure 59: Important factors when buying household cleaning products, by demographics, UK, March 2011
                                                                                                                                  • Figure 60: Important factors when buying household cleaning products, by demographics, France, March 2011
                                                                                                                                  • Figure 61: Important factors when buying household cleaning products, by demographics, Germany, March 2011
                                                                                                                                  • Figure 62: Important factors when buying household cleaning products, by demographics, Spain, March 2011
                                                                                                                                  • Figure 63: Important factors when buying household cleaning products, by demographics, Italy, March 2011
                                                                                                                                  • Figure 64: Most popular agreement with the statements on household cleaning products, by demographics, UK, March 2011
                                                                                                                                  • Figure 65: Next most popular agreement with the statements on household cleaning products, by demographics, UK, March 2011
                                                                                                                                  • Figure 66: Most popular agreement with the statements on household cleaning products, by demographics, France, March 2011
                                                                                                                                  • Figure 67: Next most popular agreement with the statements on household cleaning products, by demographics, France, March 2011
                                                                                                                                  • Figure 68: Most popular agreement with the statements on Household cleaning products, by demographics, Germany, March 2011
                                                                                                                                  • Figure 69: Next most popular agreement with the statements on household cleaning products, by demographics, Germany, March 2011
                                                                                                                                  • Figure 70: Most popular agreement with the statements on household cleaning products, by demographics, Spain, March 2011
                                                                                                                                  • Figure 71: Next most popular agreement with the statements on household cleaning products, by demographics, Spain, March 2011
                                                                                                                                  • Figure 72: Most popular agreement with the statements on household cleaning products, by demographics, Italy, March 2011
                                                                                                                                  • Figure 73: Next most popular agreement with the statements on household cleaning products, by demographics, Italy, March 2011

                                                                                                                              Companies Covered

                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                              Household Hard Surface Cleaning and Care Products - Europe - December 2011

                                                                                                                              £1,407.00 (Excl.Tax)