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- Household Hard Surface Cleaning and Care Products - UK - December 2011
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“Although well-known brands dominate the market, shoppers are particularly price-conscious when buying hard surface cleaners and are reluctant to pay more than they need to for a particular brand or for environmentally friendly products. Special offers will remain one of the biggest factors determining choice during the continuing incomes squeeze, so brands need to look at more creative ways of encouraging repeat purchasing of particular products.”
– Richard Caines, Senior Household Care Analyst
Some questions answered in this report include:
- What factors will most influence future sales of hard surface cleaners?
- How is market growth being affected by the squeeze on incomes?
- Which areas of NPD are most likely to influence product choice?
- How important are green and ethical issues to shoppers?
- Are promotions impacting on market growth and brand loyalty?
Introduction
Definitions
Abbreviations
Executive Summary
The market
Figure 1: Best- and worst-case forecast of UK sales of hard surface cleaners*, 2006-16
Slowdown in growth of sales
Multipurpose cleaners dominate
Figure 2: UK retail value sales of hard surface cleaning products, % share by sector, 2011
Market factors
Weekly cleaning most common
Figure 3: Frequency of doing particular cleaning tasks, November 2010
Strong desire for a clean home
More households will help growth
Green issues a lower priority to consumers
Companies, brands and innovation
Flash leads hard surface cleaning
Figure 4: Estimated brand value shares in the hard surface cleaners market*, 2010
All-purpose cleaners account for majority of NPD
Figure 5: New product launches in the hard surface cleaning and care market, % by product type, 2010
Recovery in 2010 total advertising
The consumer
Nearly four in ten users use on a daily basis
Figure 6: Any usage of hard surface cleaners in the home, by type, October 2011
Well-known brands the most popular choice
Figure 7: Attitudes towards buying hard surface cleaning products, October 2011
Ease of use and cleaning power the biggest influence
Figure 8: Factors important when choosing hard surface cleaners, October 2011
Multipurpose cleaners seen as offering better value
Figure 9: Attitudes towards hard surface cleaning and care, October 2011
What we think
Issues in the Market
What factors will most influence future sales of hard surface cleaners?
How is market growth being affected by the squeeze on incomes?
Which areas of NPD are most likely to influence product choice?
How important are green and ethical issues to shoppers?
Are promotions impacting on market growth and brand loyalty?
Future Opportunities
Trend: Brand Review
Trend: Influentials
Internal Market Environment
Key points
An hour or two a day most likely on household chores
Figure 10: Amount of time spent on average weekday on household chores (cleaning, washing, gardening, etc), 2007-11
Figure 11: Frequency of doing particular cleaning tasks, November 2010
Paid help with chores a rarity
Figure 12: Paid help at home with the household chores, 2007-11
Strong desire for a clean home
Figure 13: Attitudes towards home and cleaning, 2007-11
Low price growing in importance
Figure 14: Attitudes towards cleaning products and brands, 2007-11
A fifth of households have more than one bathroom
Figure 15: Number of bathrooms in the home, 2007-11
Hard/smooth flooring becoming more widespread
Figure 16: Ownership of flooring by type, 2007-11
Broader Market Environment
Key points
Growth in household numbers helping demand
Figure 17: UK households, by size, 2006-16
Growth in the size of the child population
Figure 18: Trends in the age structure of the UK population, 2006-16
Greater focus on price as incomes squeezed
Figure 19: Attitudes towards price when shopping, 2007-11
Food preparation and cooking generates kitchen cleaning
Figure 20: Attitudes towards cooking, 2007-11
Fewer people prepared to pay more to be green
Figure 21: Attitudes towards the environment, 2007-11
More incomes being stretched to their limits
Figure 22: Trends in how respondents would describe their financial situation, February 2009-October 2011
Figure 23: Trends in current financial situation compared with a year ago, July-October 2011
A slow path to UK economic recovery
Figure 24: Trends in the impact of the economic downturn on consumers, February 2009-October 2011
Figure 25: Trends in consumer sentiment for the coming year, February 2009-October 2011
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Who’s Innovating?
Key points
All-purpose cleaners dominate NPD
Figure 26: New product launches in the hard surface cleaning and care market, % by product type, 2007-11
Big increase in the contribution of private label
Figure 27: New product launches in the hard surface cleaning and care market, % share by own-label/branded, 2007-11
Large number of companies launching new products
Figure 28: New product launches in the hard surface cleaning and care market, % share by company, 2007-11
Antibacterial products increasingly important
Figure 29: New product launches in the hard surface cleaning and care market, % share by claim, 2007-11
Range extensions a key part of NPD activity
Figure 30: New product launches in the hard surface cleaning and care market, % share by launch type, 2007-11
Competitive Context
Key points
Hard surface cleaners outperform total market
Figure 31: Comparison of hard surface cleaners with other household care markets, 2006-10
Market Size and Forecast
Key points
Slowdown in growth in sales
Figure 32: UK retail value sales and forecast of hard surface cleaners*, at current and constant prices, 2006-16
The future
Figure 33: Best- and worst-case forecast of UK sales of hard surface cleaners*, 2006-16
Forecast methodology
Segment Performance
Key points
Multipurpose cleaners the largest segment
Figure 34: UK retail value sales of hard surface cleaning products, by segment, 2009-11
Market Share
Key points
Flash leads hard surface cleaning
Figure 35: Estimated brand value shares in the hard surface cleaners market*, 2009 and 2010
Companies and Products
Reckitt Benckiser
Figure 36: New product launches by Reckitt Benckiser in the hard surface cleaning and care market, January 2010-December 2011
Procter & Gamble
Figure 37: New product launches by Procter & Gamble in the hard surface cleaning and care market, January 2010-December 2011
SC Johnson
Figure 38: New product launches by SC Johnson in the hard surface cleaning and care market, January 2010-December 2011
Robert McBride
Unilever
Figure 39: New product launches by Unilever in the hard surface cleaning and care market, January 2010-December 2011
Ecover
Figure 40: New product launches by Ecover in the hard surface cleaning and care market, January 2010-December 2011
Other companies
Figure 41: Other companies and brands in the hard surface cleaners, 2011
Brand Research
Brand map
Figure 42: Attitudes towards and usage of hard surface cleaner brands, September 2011
Brand attitudes
Figure 43: Attitudes, by hard surface cleaning brand, September 2011
Brand personality
Figure 44: Hard surface cleaners brand personality – macro image, September 2011
Figure 45: Hard surface cleaner brand personality – micro image, September 2011
Correspondence analysis
Brand experience
Figure 46: Hard surface cleaners brand usage, September 2011
Figure 47: Satisfaction with various hard surface cleaner brands, September 2011
Figure 48: Consideration of hard surface cleaner brands, September 2011
Figure 49: Consumer perceptions of current hard surface cleaner brand performance, September 2011
Figure 50: Hard surface cleaner brand recommendation – Net Promoter Score, September 2011
Brand index
Figure 51: Hard surface cleaners brand index, September 2011
Figure 52: Hard surface cleaners brand index vs. recommendation, September 2011
Target group analysis
Figure 53: Target groups, September 2011
Figure 54: Hard surface cleaners brand usage, by target groups, September 2011
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
Brand Communication and Promotion
Key points
Recovery being seen following slump in advertising
Figure 55: Main media advertising expenditure on hard surface cleaners*, 2007-11
P&G leads 2010 advertising spending
Figure 56: Main media advertising expenditure on hard surface cleaners*, by advertiser, 2007-11
Figure 57: Main media advertising expenditure on hard surface cleaners*, by top ten brands, January-October 2011
TV advertising dominates spending
Figure 58: Main media advertising expenditure on hard surface cleaners*, % share by media type, 2007-11
Channels to Market
Key points
Grocery multiples dominate distribution
Figure 59: Retail distribution of hard surface cleaners*, 2009-11
Discounters prosper during the downturn
The Consumer – Usage of Hard Surface Cleaners
Key points
Daily usage of household cleaners relatively common
Figure 60: Penetration and frequency of using household cleaners, 2007-11
Shift towards multipurpose cleaners
Figure 61: Varieties of household cleaners used for hard surface cleaning, 2007-11
Cleaning sprays increasingly dominant
Figure 62: Types of household cleaners used most often, 2007-11
Range of product types used on hard surfaces
Figure 63: Usage and buying of hard surface cleaners, October 2011
More than half use four or more types of cleaning product
Figure 64: Number of different types of hard surface cleaning products used in the home, October 2011
Trigger sprays used most on kitchen worktops
Figure 65: Usage of hard surface cleaners in the home, by cleaning task, October 2011
The Consumer – Buying Behaviour
Key points
Well-known brands the preferred choice
Figure 66: Agreement with statements on buying behaviour, October 2011
Special offers have a big influence on choice
Discount outlets being used more to save money
Low levels of loyalty to particular brands
The Consumer – Factors Influencing Choice
Key points
Ease of use and cleaning power most important
Figure 67: Importance of factors influencing choice of hard surface cleaners, October 2011
Figure 68: Any importance for factors influencing choice of hard surface cleaners, October 2011
Giving a shiny finish and killing germs
Environmental issues of secondary consideration
The Consumer – Attitudes Towards Hard Surface Cleaners
Key points
Multipurpose cleaners seen as better value
Figure 69: Attitudes towards hard surface cleaning and care, October 2011
Antibacterial ingredients offer home protection
Fragrance seen as a ‘nice to have’ added benefit
Cleaning sprays seen as a quick and easy solution
Target Groups
Key points
Figure 70: Target groups for hard surface cleaners, October 2011
Multipurpose Sprayers (16%)
Demographic characteristics
Product usage, factors influencing choice and shopping patterns
Function Not Fragrance (22%)
Demographic characteristics
Product usage, factors influencing choice and shopping patterns
Germ Free Wipers and Fresheners (16%)
Demographic characteristics
Product usage, factors influencing choice and shopping patterns
Power Specialists (11%)
Demographic characteristics
Product usage, factors influencing choice and shopping patterns
Apathetic (35%)
Demographic characteristics
Product usage, factors influencing choice and shopping patterns
Appendix – Internal Market Environment
Figure 71: Time spent on household chores on an average weekday, by demographics, 2011
Figure 72: Time spent on household chores on an average weekday, by demographics, 2011
Figure 73: Paid help at home with the household chores, by demographics, 2011
Figure 74: Attitudes towards home and cleaning, by demographics, 2011
Figure 75: Attitudes towards home and cleaning, by demographics, 2011
Figure 76: Number of bathrooms in the home, by demographics, 2011
Figure 77: Ownership of flooring, by demographics, 2011
Appendix – Broader Market Environment
Figure 78: Attitudes towards price, by demographics, 2011
Figure 79: Attitudes towards cooking, by demographics, 2011
Figure 80: Attitudes towards the environment, by demographics, 2011
Appendix – Market Size and Forecast
Figure 81: Best case/worst case forecast for UK retail sales of hard surface cleaning products*, at current prices, 2011-16
Appendix – Brand Research
Figure 82: Brand usage, September 2011
Figure 83: Brand commitment, September 2011
Figure 84: Brand momentum, September 2011
Figure 85: Brand diversity, September 2011
Figure 86: Brand satisfaction, September 2011
Figure 87: Brand recommendation, September 2011
Figure 88: Brand attitude, September 2011
Figure 89: Brand image – macro image, September 2011
Figure 90: Brand image – micro image, September 2011
Figure 91: Profile of target groups, by demographics, September 2011
Figure 92: Psychographic segmentation, by target groups, September 2011
Figure 93: Brand usage, by target groups, September 2011
Brand index
Figure 94: Brand index, September 2011
Appendix – Usage of Hard Surface Cleaners
Figure 95: Usage of household cleaners, by demographics, 2011
Figure 96: Usage and buying of cream cleaners, by demographics, October 2011
Figure 97: Usage and buying of cleaning liquid, by demographics, October 2011
Figure 98: Usage and buying of wipes, by demographics, October 2011
Figure 99: Usage and buying of trigger spray, by demographics, October 2011
Figure 100: Usage and buying of other hard surface cleaners, by demographics, October 2011
Figure 101: Most popular uses of cream cleaners, by cleaning task, by demographics, October 2011
Figure 102: Other uses of cream cleaners, by cleaning task, by demographics, October 2011
Figure 103: Most popular uses of cleaning liquid, by cleaning task, by demographics, October 2011
Figure 104: Other uses of cleaning liquid, by cleaning task, by demographics, October 2011
Figure 105: Most popular uses of wipes, by cleaning task, by demographics, October 2011
Figure 106: Other uses of wipes, by cleaning task, by demographics, October 2011
Figure 107: Most popular uses of trigger spray, by cleaning task, by demographics, October 2011
Figure 108: Other uses of trigger spray, by cleaning task, by demographics, October 2011
Figure 109: Most popular uses of other hard surface cleaners, by cleaning task, by demographics, October 2011
Figure 110: Other uses of other hard surface cleaners, by cleaning task, by demographics, October 2011
Figure 111: Repertoire of hard surface cleaners used in the home, by demographics, October 2011
Figure 112: Usage of hard surface cleaners in the home, by repertoire of usage of hard surface cleaners, October 2011
Appendix – Buying Behaviour
Figure 113: Agreement with most popular statements on buying behaviour, by demographics, October 2011
Figure 114: Agreement with other statements on buying behaviour, by demographics, October 2011
Appendix – Factors Influencing Choice
Figure 115: Importance of easy-to-use format for hard surface cleaners, by demographics, October 2011
Figure 116: Importance of scent/fragrance for hard surface cleaners, by demographics, October 2011
Figure 117: Importance of being an antibacterial product for hard surface cleaners, by demographics, October 2011
Figure 118: Importance of power to remove grease and dirt for hard surface cleaners, by demographics, October 2011
Figure 119: Importance of giving a shiny/smear-free finish for hard surface cleaners, by demographics, October 2011
Figure 120: Importance of being suitable for a wide range of surfaces for hard surface cleaners, by demographics, October 2011
Figure 121: Importance of preventing build-up of limescale for hard surface cleaners, by demographics, October 2011
Figure 122: Importance of recyclable packaging for hard surface cleaners, by demographics, October 2011
Figure 123: Importance of packaging being made from recycled materials for hard surface cleaners, by demographics, October 2011
Figure 124: Importance of product being made from natural ingredients for hard surface cleaners, by demographics, October 2011
Figure 125: Importance of product being biodegradable for hard surface cleaners, by demographics, October 2011
Figure 126: Importance of product not being tested on animals for hard surface cleaners, by demographics, October 2011
Appendix – Attitudes Towards Hard Surface Cleaners
Figure 127: Agreement with most popular statements on hard surface cleaning and care, by demographics, October 2011
Figure 128: Agreement with other statements on hard surface cleaning and care, by demographics, October 2011
Appendix – Target Groups
Figure 129: Usage and buying of hard surface cleaners, by target groups, October 2011
Figure 130: Importance of factors influencing choice of hard surface cleaners, by target groups, October 2011
Figure 131: Agreement with statements on buying behaviour, by target groups, October 2011
Figure 132: Agreement with statements on hard surface cleaning and care, by target groups, October 2011
Figure 133: Repertoire of usage of hard surface cleaners, by target groups, October 2011
Figure 134: Target groups, by demographics, October 2011
- Alliance Boots
- Asda Group Ltd
- Colgate-Palmolive Company
- Ecover UK
- J Sainsbury
- Marks & Spencer
- McBride PLC
- Procter & Gamble UK & Ireland
- Reckitt Benckiser (UK)
- SC Johnson UK
- The London Oil Refining Company
- Unilever Bestfoods UK Ltd
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