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Household Hard Surface Cleaning and Care Products - UK - December 2012

“Home hygiene is the top reason for using hard surface cleaners, so antibacterial products will continue to increase their share of the market. Concern about germs also extends to away from the home, so on-the-go disinfectant products for use in the workplace or in public places is an opportunity for brands to leverage additional sales of mini sprays and antibacterial wipes.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • How can focusing on hygiene drive further growth?
  • Is there further growth potential for room-specific products?
  • How are modern lifestyles driving a demand for convenience?
  • What added product benefits have the most appeal?
  • How much will environmental issues shape the future market?
  • What are the future prospects for cleaning wipes?

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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*, 2007-17
            • Growth continues in hard surface cleaners
              • Revival in sales of kitchen and bathroom cleaners
                • Figure 2: Estimated Breakdown of retail value sales of hard surface cleaning products, % share by segment, 2012
              • Market factors
                • High importance attached to regular cleaning
                  • Food preparation drives frequent spraying of kitchen surfaces
                    • Companies, brands and innovation
                      • Flash retains largest brand share
                        • Figure 3: Estimated brand value shares in the hard surface cleaners market*, year ending September 2012
                      • All-purpose cleaners lead NPD activity
                        • Figure 4: New product launches in the hard surface cleaning and care market, % by product type, January-October 2012
                      • Dettol Power & Pure the biggest campaign
                        • The consumer
                          • Trigger sprays the most popular format
                            • Figure 5: Usage of hard surface cleaners, by type of product, September 2012
                          • Cleaning power and versatility most important
                            • Figure 6: Most important factors influencing choice of hard surface cleaners, September 2012
                          • Buying on special offer the main feature of shopping behaviour
                            • Preference for all-purpose cleaners
                              • Figure 7: Attitudes towards household hard surface cleaners, September 2012
                            • Concern about germs away from the home
                              • What we think
                              • Issues in the Market

                                  • How can focusing on hygiene drive further growth?
                                    • Is there further growth potential for room-specific products?
                                      • How are modern lifestyles driving a demand for convenience?
                                        • What added product benefits have the most appeal?
                                          • How much will environmental issues shape the future market?
                                            • What are the future prospects for cleaning wipes?
                                            • Trend Application

                                                • Trend: Transumers
                                                  • Trend: Factory Fear
                                                    • 2015 Trend: Old Gold
                                                    • Market Drivers

                                                      • Key points
                                                        • Large amount of time spent on household chores
                                                          • Figure 8: Time spent on household chores on an average weekday (cleaning, washing, gardening, etc),2007-12
                                                          • Figure 9: Frequency of cleaning the bathroom and mopping floors, December 2011
                                                          • Figure 10: Frequency of undertaking various kitchen cleaning tasks, December 2011
                                                        • High importance attached to a clean home
                                                          • Figure 11: Attitudes towards home and cleaning, 2007-12
                                                        • Increased focus on low price
                                                          • Figure 12: Attitudes towards cleaning products and brands, 2007-12
                                                        • Special offers take centre stage
                                                          • Figure 13: Attitudes towards price when shopping, 2007-12
                                                        • Most homes have just one bathroom
                                                          • Figure 14: Number of bathrooms in the home, 2007-12
                                                        • Range of hard and smooth flooring
                                                            • Figure 15: Types of flooring in UK households, November 2011
                                                          • Food preparation drives kitchen cleaning
                                                            • Figure 16: Attitudes towards cooking, 2007-12
                                                          • Fewer prepared to pay more for ‘green’ products
                                                            • Figure 17: Attitudes towards the environment, 2007-12
                                                          • Growth in number of households
                                                            • Figure 18: UK households, by size, 2007-17
                                                          • More children will mean additional cleaning
                                                            • Figure 19: Trends in the age structure of the UK population, 2007-17
                                                          • Slow economic recovery limiting growth in sales
                                                            • Figure 20: GDP quarterly percentage change, Q1 2004-Q3 2012
                                                        • Strengths and Weaknesses in the Market

                                                          • Strengths
                                                            • Weaknesses
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Multipurpose cleaners lead new product launches
                                                                  • Figure 21: New product launches in the hard surface cleaning and care market, % by product type, 2008-12
                                                                • Branded products pushing harder during 2012
                                                                  • Figure 22: New product launches in the hard surface cleaning and care market, % share by own-label/branded, 2008-12
                                                                • Reckitt Benckiser leads recent NPD activity
                                                                  • Figure 23: New product launches in the hard surface cleaning and care market, % share by company, 2008-12
                                                                  • Figure 24: Examples of branded new product launches in hard surface cleaning and care market, 2012
                                                                  • Figure 25: Examples of own-brand new product launches in hard surface cleaning and care market, 2012
                                                                • Environmental and antibacterial claims predominate
                                                                  • Figure 26: New product launches in the hard surface cleaning and care market, % share by claim, 2008-12
                                                                  • Figure 27: Examples of new product launches in hard surface cleaning and care market making environmentally friendly claims, 2012
                                                                  • Figure 28: Other examples of new product launches in hard surface cleaning and care market, 2012
                                                                • New products and range extensions dominate
                                                                  • Figure 29: New product launches in the hard surface cleaning and care market, % share by launch type, 2008-12
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Continuing growth in value sales
                                                                    • Figure 30: UK retail value sales and forecast of hard surface cleaners*, 2007-17
                                                                  • The future
                                                                    • Figure 31: Best- and worst-case forecast of UK sales of hard surface cleaners*, 2007-17
                                                                  • Forecast methodology
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Renewed growth for kitchen and bathroom cleaners
                                                                        • Figure 32: UK retail value sales of hard surface cleaning products, by segment, 2010-12
                                                                        • Figure 33: Breakdown of retail value sales of hard surface cleaning products, % share by segment, 2012
                                                                    • Market Share

                                                                      • Key points
                                                                        • Flash leads in hard surface cleaning
                                                                          • Figure 34: Estimated brand value shares in the hard surface cleaners market*, year ending September 2011 and 2012
                                                                        • Own-label makes significant gains
                                                                          • Figure 35: Estimated brand value shares for multipurpose, kitchen and floor cleaners, year ending September 2011 and 2012
                                                                        • Cif leads in bathroom and shower cleaning
                                                                          • Figure 36: Estimated brand value shares for bathroom and shower cleaners, year ending September 2011 and 2012
                                                                      • Companies and Products

                                                                        • Reckitt Benckiser (Cillit Bang, Dettol, Mr Sheen)
                                                                          • Background
                                                                            • Product range
                                                                              • Figure 37: New product launches by Reckitt Benckiser in the hard surface cleaning and care market, January-October 2012
                                                                            • Advertising and marketing
                                                                              • Procter & Gamble (Flash)
                                                                                • Background
                                                                                  • Product range
                                                                                    • Figure 38: New product launches by Procter & Gamble in the hard surface cleaning and care market, January-October 2012
                                                                                  • Advertising and marketing
                                                                                    • SC Johnson (Mr Muscle, Mr Sheen)
                                                                                      • Background
                                                                                        • Product range
                                                                                          • Figure 39: New product launches by SC Johnson in the hard surface cleaning and care market, January-October 2012
                                                                                        • Advertising and marketing
                                                                                          • Robert McBride (Planet Clean, Clean ‘N Fresh)
                                                                                            • Background
                                                                                              • Product range
                                                                                                • Figure 40: New product launch by McBride in the hard surface cleaning and care market, January-October 2012
                                                                                              • Advertising and marketing
                                                                                                • Unilever (Cif)
                                                                                                  • Background
                                                                                                    • Product range
                                                                                                      • Figure 41: New product launches by Unilever in the hard surface cleaning and care market, January-October 2012
                                                                                                    • Ecover
                                                                                                      • Background
                                                                                                        • Product range
                                                                                                          • Figure 42: New product launches by Ecover and Method in the hard surface cleaning and care market, January-October 2012
                                                                                                        • Advertising and marketing
                                                                                                          • Other companies
                                                                                                            • Figure 43: Other companies and brands in the household hard surface cleaning market, 2012
                                                                                                        • Brand Research

                                                                                                          • Brand map
                                                                                                              • Figure 44: Attitudes towards and usage of brands in the hard surface cleaners sector, October 2012
                                                                                                            • Correspondence analysis
                                                                                                              • Brand attitudes
                                                                                                                • Figure 45: Attitudes, by hard surface cleaners brand, October 2012
                                                                                                              • Brand personality
                                                                                                                • Figure 46: Hard surface cleaners brand personality – macro image, October 2012
                                                                                                                • Figure 47: Hard surface cleaners brand personality – micro image, October 2012
                                                                                                              • Brand experience
                                                                                                                • Figure 48: Hard surface cleaners brand usage, October 2012
                                                                                                                • Figure 49: Satisfaction with various hard surface cleaners brands, October 2012
                                                                                                                • Figure 50: Consideration of hard surface cleaners brands, October 2012
                                                                                                                • Figure 51: Consumer perceptions of current hard surface cleaners brand performance, October 2012
                                                                                                                • Figure 52: Hard surface cleaners brand recommendation – Net Promoter Score, October 2012
                                                                                                              • Brand index
                                                                                                                • Figure 53: Hard surface cleaners brand index, October 2012
                                                                                                                • Figure 54: Hard surface cleaners brand index vs. recommendation, October 2012
                                                                                                              • Target group analysis
                                                                                                                • Figure 55: Target groups, October 2012
                                                                                                                • Figure 56: Hard surface cleaners brand usage, by target groups, October 2012
                                                                                                              • 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
                                                                                                                          • Fluctuating spending on advertising
                                                                                                                            • Figure 57: Main media advertising expenditure on hard surface cleaners*, 2008-12
                                                                                                                          • Reckitt Benckiser in big advertising push
                                                                                                                            • Figure 58: Main media advertising expenditure on hard surface cleaners*, by advertiser, 2008-12
                                                                                                                          • Dettol Power & Pure the leading campaign
                                                                                                                            • Figure 59: Main media advertising expenditure on hard surface cleaners*, by top ten brands, January- October 2012
                                                                                                                          • TV advertising dominates
                                                                                                                            • Figure 60: Main media advertising expenditure on hard surface cleaners*, % share by media type, 2008-12
                                                                                                                        • Channels to Market

                                                                                                                          • Key points
                                                                                                                            • Major supermarkets dominate sales
                                                                                                                              • Figure 61: UK retail value sales of hard surface cleaning products, by outlet type, 2010-12
                                                                                                                            • Growth in number of discount stores
                                                                                                                            • Usage of Hard Surface Cleaners

                                                                                                                              • Key points
                                                                                                                                • Vast majority use household cleaners
                                                                                                                                  • Figure 62: Penetration and frequency of using household cleaners, 2007-12
                                                                                                                                • Growing usage of multipurpose cleaners
                                                                                                                                  • Figure 63: Varieties of household cleaners used for household cleaning tasks, 2007-12
                                                                                                                                • Trigger sprays used most widely
                                                                                                                                  • Figure 64: Usage and buying of hard surface cleaners, September 2012
                                                                                                                                • Variety of different products used
                                                                                                                                  • Figure 65: Number of different types of hard surface cleaning product used, September 2012
                                                                                                                                • Trigger sprays the most popular choice for most surfaces
                                                                                                                                    • Figure 66: Types of product used for cleaning various household hard surfaces, September 2012
                                                                                                                                • Factors Influencing Choice

                                                                                                                                  • Key points
                                                                                                                                    • Cleaning power the biggest influence on choice
                                                                                                                                      • Figure 67: Factors important in influencing choice of hard surface cleaners, September 2012
                                                                                                                                      • Figure 68: Importance of suitability for a wide range of surfaces when choosing hard surface cleaners, by age and household size, September 2012
                                                                                                                                    • Convenience features high on the agenda
                                                                                                                                        • Figure 69: Importance of easy-to-use format and fast-acting product when choosing hard surface cleaners, by age and household size, September 2012
                                                                                                                                      • A shiny finish without any germs
                                                                                                                                          • Figure 70: Importance of scent/fragrance, being antibacterial and giving a shiny/smear-free finish, by age, September 2012
                                                                                                                                        • Fragrance provides important differentiation
                                                                                                                                          • Environmental factors a lower priority
                                                                                                                                          • Buying Behaviour

                                                                                                                                            • Key points
                                                                                                                                              • Special offers have the biggest influence on shopping
                                                                                                                                                • Figure 71: Shopping behaviour when buying hard surface cleaners, September 2012
                                                                                                                                              • Discounters benefiting from pressure on incomes
                                                                                                                                                • Larger value packs a good way to save money
                                                                                                                                                  • Figure 72: Incidence of buying more hard surface cleaning products in discount stores than a year ago and buying household cleaners in large sizes to save money, by socio-economic group, September 2012
                                                                                                                                                • Well-known brands the preferred choice
                                                                                                                                                  • Figure 73: Incidence of usually buying well-known brands or own-brands of hard surface cleaners, by age and socio-economic group, September 2012
                                                                                                                                                • Limited interest in new products in hard surface cleaners
                                                                                                                                                • Attitudes Towards Hard Surface Cleaners

                                                                                                                                                  • Key points
                                                                                                                                                    • Preference for all-purpose cleaners
                                                                                                                                                        • Figure 74: Attitudes towards household hard surface cleaners, September 2012
                                                                                                                                                      • Disposable cleaning cloths have limitations
                                                                                                                                                          • Figure 75: Agreement with statement ‘Disposable cleaning cloths make quick cleaning easier’, by age and presence of children in household, September 2012
                                                                                                                                                        • Paying a premium for products to make cleaning faster
                                                                                                                                                          • Figure 76: Agreement with statement ‘I would pay more for products that make cleaning faster’, by age and socio-economic group, September 2012
                                                                                                                                                        • Most see own-brand products as just as effective
                                                                                                                                                          • Focusing on germs in and away from the home
                                                                                                                                                              • Figure 77: Agreement with statement ‘I have become more concerned about germs away from the home’, by age and presence of children in household, September 2012
                                                                                                                                                            • Lack of knowledge of environmentally friendly cleaners
                                                                                                                                                              • Hygiene the top priority for users
                                                                                                                                                                • Figure 78: Agreement with statements on hard surface cleaners, November 2012
                                                                                                                                                              • Putting an emphasis on natural scents
                                                                                                                                                                • Cleaners for different rooms and surface materials
                                                                                                                                                                  • Low interest in refills and concentrates
                                                                                                                                                                    • Increasing visibility and protecting surfaces
                                                                                                                                                                    • Appendix – Market Drivers

                                                                                                                                                                        • Figure 79: Attitudes towards home and cleaning, by demographics, 2012
                                                                                                                                                                        • Figure 80: Attitudes towards home and cleaning, by demographics), 2012(continued
                                                                                                                                                                        • Figure 81: Number of bathrooms in the home, by demographics, 2012
                                                                                                                                                                        • Figure 82: Attitudes towards price when shopping, by demographics, 2012
                                                                                                                                                                        • Figure 83: Attitudes towards cooking, by demographics, 2012
                                                                                                                                                                        • Figure 84: Attitudes towards the environment, by demographics, 2012
                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                        • Figure 85: Best case/worst case forecast for UK retail sales of hard surface cleaners*, at current prices, 2012-17
                                                                                                                                                                    • Appendix – Brand Research

                                                                                                                                                                        • Figure 86: Brand usage, October 2012
                                                                                                                                                                        • Figure 87: Brand commitment, October 2012
                                                                                                                                                                        • Figure 88: Brand momentum, October 2012
                                                                                                                                                                        • Figure 89: Brand diversity, October 2012
                                                                                                                                                                        • Figure 90: Brand satisfaction, October 2012
                                                                                                                                                                        • Figure 91: Brand recommendation, October 2012
                                                                                                                                                                        • Figure 92: Brand attitude, October 2012
                                                                                                                                                                        • Figure 93: Brand image – macro image, October 2012
                                                                                                                                                                        • Figure 94: Brand image – micro image, October 2012
                                                                                                                                                                        • Figure 95: Profile of target groups, by demographics, October 2012
                                                                                                                                                                        • Figure 96: Psychographic segmentation, by target groups, October 2012
                                                                                                                                                                        • Figure 97: Brand usage, by target groups, October 2012
                                                                                                                                                                      • Brand index
                                                                                                                                                                        • Figure 98: Brand index, October 2012
                                                                                                                                                                    • Appendix – Usage of Hard Surface Cleaners

                                                                                                                                                                        • Figure 99: Usage of household cleaners, by demographics, 2012
                                                                                                                                                                        • Figure 100: Any user of hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 101: Any buyer of hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 102: Buying and usage of cream cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 103: Buying and usage of cleaning liquids, by demographics, September 2012
                                                                                                                                                                        • Figure 104: Buying and usage of cleaning wipes, by demographics, September 2012
                                                                                                                                                                        • Figure 105: Buying and usage of trigger sprays, by demographics, September 2012
                                                                                                                                                                        • Figure 106: Buying and usage of other hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 107: Types of product used for cleaning kitchen worktops , by demographics, September 2012
                                                                                                                                                                        • Figure 108: Types of product used for cleaning kitchen sink or draining board, by demographics, September 2012
                                                                                                                                                                        • Figure 109: Types of product used for cleaning cooker hob, by demographics, September 2012
                                                                                                                                                                        • Figure 110: Types of product used for cleaning oven, by demographics, September 2012
                                                                                                                                                                        • Figure 111: Types of product used for cleaning other appliances, by demographics, September 2012
                                                                                                                                                                        • Figure 112: Types of product used for cleaning kitchen tiles, by demographics, September 2012
                                                                                                                                                                        • Figure 113: Types of product used for cleaning bins, by demographics, September 2012
                                                                                                                                                                        • Figure 114: Types of product used for cleaning baths, taps and wash basins, by demographics, September 2012
                                                                                                                                                                        • Figure 115: Types of product used for cleaning shower screens, by demographics, September 2012
                                                                                                                                                                        • Figure 116: Types of product used for cleaning toilets, by demographics, September 2012
                                                                                                                                                                        • Figure 117: Types of product used for cleaning bathroom tiles, by demographics, September 2012
                                                                                                                                                                        • Figure 118: Types of product used for cleaning hard or smooth floors, by demographics, September 2012
                                                                                                                                                                        • Figure 119: Types of product used for cleaning window sills, frames and woodwork, by demographics, September 2012
                                                                                                                                                                        • Figure 120: Types of product used for cleaning other household hard surfaces, by demographics, September 2012
                                                                                                                                                                        • Figure 121: Number of different hard surface cleaners used in home, September 2012
                                                                                                                                                                        • Figure 122: Number of different hard surface cleaners used in home, by demographics, September 2012
                                                                                                                                                                        • Figure 123: Usage of hard surface cleaners, by number of different hard surface cleaners used in home, September 2012
                                                                                                                                                                    • Appendix – Factors Influencing Choice

                                                                                                                                                                        • Figure 124: Importance of easy-to-use format when choosing hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 125: Importance of power to remove grease and dirt when choosing hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 126: Importance of suitability for a wide range of surfaces when choosing hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 127: Importance of scent/fragrance when choosing hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 128: Importance of being antibacterial when choosing hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 129: Importance of being anti-allergen when choosing hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 130: Importance of giving surfaces a shiny or smear-free finish when choosing hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 131: Importance of packaging being made from recycled materials when choosing hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 132: Importance of product being made from natural ingredients when choosing hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 133: Importance of a fast-acting product when choosing hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 134: Importance of product reducing steps in common cleaning tasks when choosing hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 135: Importance of factors influencing choice of hard surface cleaners, by number of different hard surface cleaners used in home, September 2012
                                                                                                                                                                    • Appendix – Buying Behaviour

                                                                                                                                                                        • Figure 136: Agreement with statements on shopping behaviour when buying hard surface cleaners, by demographics, September 2012
                                                                                                                                                                        • Figure 137: Agreement with statements on shopping behaviour when buying hard surface cleaners, by demographics (continued), September 2012
                                                                                                                                                                        • Figure 138: Agreement with statements on shopping behaviour when buying hard surface cleaners, by number of different hard surface cleaners used in home, September 2012
                                                                                                                                                                    • Appendix – Attitudes Towards Hard Surface Cleaners

                                                                                                                                                                        • Figure 139: Agreement with the statements ‘I prefer all-purpose cleaners over specialised ones’ and ‘Disposable cleaning cloths make quick cleaning easier’, by demographics, September 2012
                                                                                                                                                                        • Figure 140: Agreement with the statements ‘Own-brand surface cleaners are just as effective as well-known brands’ and ‘Specialised surface cleaners are generally more effective than all-purpose surface cleaners’, by demographics, September 2012
                                                                                                                                                                        • Figure 141: Agreement with the statements ‘When cleaning the home, killing germs has become more important to me’ and ‘I would pay more for products that make cleaning faster’, by demographics, September 2012
                                                                                                                                                                        • Figure 142: Agreement with the statements ‘Disposable cleaning cloths are not effective for major cleaning jobs’ and ‘Branded surface cleaners offer a better variety of scents than store brands’, by demographics, September 2012
                                                                                                                                                                        • Figure 143: Agreement with the statements ‘Environmentally friendly surface cleaners are just as effective as regular versions’ and ‘I have become more concerned about germs away from home’, by demographics, September 2012
                                                                                                                                                                        • Figure 144: Agreement with the statements ‘I would choose products that clean faster over ones that clean more thoroughly’ and ‘I would pay more for environmentally friendly surface cleaners’, by demographics, September 2012
                                                                                                                                                                        • Figure 145: Agreement with the statements ‘I am willing to pay more for child-safe cleaning products’ and ‘I prefer unscented cleaning products’, by demographics, September 2012
                                                                                                                                                                        • Figure 146: Attitudes towards household hard surface cleaners, by number of different hard surface cleaners used in home, September 2012
                                                                                                                                                                        • Figure 147: Attitudes towards hard surface cleaners, by demographics, November 2012
                                                                                                                                                                        • Figure 148: Attitudes towards hard surface cleaners, by demographics (continued), November 2012
                                                                                                                                                                        • Figure 149: Attitudes towards hard surface cleaners, by demographics (continued), November 2012

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • Colgate-Palmolive UK Ltd
                                                                                                                                                                    • Ecover Inc.
                                                                                                                                                                    • John Lewis Partnership
                                                                                                                                                                    • London Oil Refining Company Limited
                                                                                                                                                                    • Olay Company, Inc.
                                                                                                                                                                    • Procter & Gamble Company (The)
                                                                                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                                                                                    • Reckitt Benckiser (UK)
                                                                                                                                                                    • S.C. Johnson & Son, Inc.
                                                                                                                                                                    • SC Johnson UK
                                                                                                                                                                    • U.S. Environmental Protection Agency
                                                                                                                                                                    • Unilever Plc

                                                                                                                                                                    Household Hard Surface Cleaning and Care Products - UK - December 2012

                                                                                                                                                                    £1,995.00 (Excl.Tax)