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

“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?

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Table of contents

  1. 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

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • 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

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

                                                                                                                                                                            £1,995.00 (Excl.Tax)