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Household Hard Surface Cleaning and Care Products - UK - November 2013

“Cautious consumer spending along with private label and promotional activity present a challenge for the market. But there are opportunities for growth if hard surface cleaning brands can evolve much stronger points of reference and meet a wider range of needs which are not just about getting a surface clean but also about what is most important to consumers whilst they are carrying out the cleaning task. This includes other results the task will achieve, such as a sensory experience for the cleaner and pleasurable impact for visitors to the home.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • In what ways can companies encourage more people to use a wider variety of different product formats around the home?
  • How can brands balance the desire for multifunction products against interest in products that work better on specific surfaces?
  • What areas of product development offer the best prospects for adding value in terms of the willingness of consumers to pay more for them?
  • Which demographic groups are most important to the market and how can they best be targeted to maximise sales?
  • What future opportunities are there for leveraging the continuing interest in antibacterial products?

Valued at around £320 million, the hard surface cleaners market tipped into a small decline in 2013 after years of steady growth between 2008 and 2012. The downturn bears witness to challenging trading conditions for companies targeting this industry, including pressure on the price of branded products as a result of an increase in promotional offers and own-brand launch activity.

This report also looks at other factors underpinning the market, such as shifting consumer behaviour, societal trends and competition between new products, as well as manufacturer and retailer efforts to harness or mitigate them. Mintel also takes a view on the future of the market and what trends offer indicators for growth.

This report examines the following markets:

  • multipurpose cleaners, including antibacterial cleaners
  • kitchen cleaners
  • floor cleaners
  • bathroom cleaners
  • shower cleaners.

These products come in a number of formats, including sprays, mousses, creams, foams and disposable 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 retail sales of hard surface cleaners*, 2008-18
            • Hard surface cleaning market loses its momentum
              • Multipurpose cleaners dominate market
                • Figure 2: UK retail value sales of hard surface cleaners, by segment, 2013
              • Market factors
                • Growth in population and number of households bode well for the market
                  • Companies, brands and innovation
                    • Brands dominate the hard surface cleaning market
                      • Figure 3: Brand value shares in hard surface cleaners*, year to August 2013
                    • Shifts in orientation of NPD and launch activity
                      • Brand advertising evolving in line with changing consumer behaviours
                        • The consumer
                          • Trigger spray favoured over other formats
                            • Figure 4: Usage of different hard surface cleaning products, by format type, September 2013
                          • Power to the people
                            • Figure 5: Factors influencing choice of hard surface cleaners, September 2013
                          • Very interested but largely unwilling to pay more for benefits
                            • Figure 6: Product features interested in paying more for for hard surface cleaning products, September 2013
                          • Users most in agreement about trigger sprays
                            • Figure 7: Agreement with attitudinal statements about hard surface cleaners and household cleaning, September 2013
                          • What we think
                          • Issues in the Market

                              • In what ways can companies encourage more people to use a wider variety of different product formats around the home?
                                • How can brands balance the desire for multifunction products against interest in products that work better on specific surfaces?
                                  • What areas of product development offer the best prospects for adding value in terms of the willingness of consumers to pay more for them?
                                    • Which demographic groups are most important to the market and how can they best be targeted to maximise sales?
                                      • What future opportunities are there for leveraging the continuing interest in antibacterial products?
                                      • Trend Application

                                          • Trend: Mood to Order
                                            • Trend: Green and Lean
                                              • Mintel Futures: East Meets West
                                              • Market Drivers

                                                • Key points
                                                  • More households equals more surfaces to clean
                                                    • Figure 8: UK households, by size, 2008-18
                                                  • A helping hand for smaller households
                                                    • UK population forecast to continue rising
                                                      • Figure 9: Trends in the age structure of the UK population, 2008-18
                                                    • Growth in child population presents opportunities
                                                      • More fashion-conscious 25-34-year-olds to target
                                                        • An ageing population – what opportunities for hard surface cleaning?
                                                          • It’s a question of perception
                                                            • Figure 10: Attitudes towards household cleaning, November 2012
                                                          • Clean home means healthy occupants
                                                            • Environmental concerns – time for a rethink on product orientation
                                                              • Above-average interest in branded hard surface cleaners
                                                                • Cleaning the kitchen not as bad as cleaning the bathroom
                                                                  • Figure 11: Most disliked household cleaning tasks, November 2012
                                                                • Helping to make cleaning quicker, nicer and fairer
                                                                  • Figure 12: Amount of time spent on average during a typical week cleaning the home, November 2012
                                                                • Kitchen – number one priority
                                                                  • Figure 13: Top household cleaning priorities, November 2012
                                                                • Six in 10 have just the one bathroom
                                                                  • Figure 14: Ownership of bathrooms and toilets, July 2013
                                                                • Sustainable and space-saving bathrooms
                                                                  • Mop and hot water: zero-priced competition for floor cleaners
                                                                    • Figure 15: Types of flooring currently in household, November 2012
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Less focus on all-/multipurpose variants
                                                                      • Figure 16: New product launches in the hard surface cleaning and care market, % by product type, 2009-13
                                                                    • More interest in bath, shower and tile care
                                                                      • Kitchen care: a consistent target for launch activity
                                                                        • Floorcovering trends offer potential for floor cleaner category expansion
                                                                          • 2013: private label launches pick up pace
                                                                            • Figure 17: New product launches in the hard surface cleaning and care market, % share by own-label/branded, 2009-13
                                                                          • Reckitt Benckiser and Procter & Gamble lock horns
                                                                            • Figure 18: New product launches in the hard surface cleaning and care market, % share by company, 2009-13
                                                                          • Large number of own-labels target hard surface cleaning market
                                                                            • Smaller companies under pressure
                                                                              • Environmentally friendly claims remain key focus
                                                                                • Figure 19: New product launches in the hard surface cleaning and care market, % share by claim, 2009-13
                                                                              • Animals and charities – declining relevance
                                                                                • Antibacterial claims tap into growing consumer concerns
                                                                                  • Ease of use and convenience – key packaging issues
                                                                                    • Faster and faster
                                                                                      • Economy claims: not a consumer priority
                                                                                        • Botanical/herbal and other “natural” claims less relevant
                                                                                          • Refills not hitting the mark
                                                                                            • Limited edition
                                                                                              • More new packaging and relaunches – but do they work?
                                                                                                • Figure 20: New product launches in the hard surface cleaning and care market, % share by launch type, 2009-13
                                                                                              • What next?
                                                                                              • Market Size and Forecast

                                                                                                • Key points
                                                                                                  • Market stagnates after years of growth
                                                                                                    • Figure 21: UK retail value sales and forecast for hard surface cleaners*, 2008-18
                                                                                                  • Mixed fortunes at sub-sector level
                                                                                                    • The future
                                                                                                      • Future forecast
                                                                                                        • Figure 22: Best- and worst-case forecast of UK retail sales of hard surface cleaners*, 2008-18
                                                                                                      • Forecast methodology
                                                                                                      • Segment Performance

                                                                                                        • Key points
                                                                                                          • Multipurpose cleaners dominate the market
                                                                                                            • Figure 23: Estimated breakdown of UK retail value sales of hard surface cleaners, by segment, 2013
                                                                                                          • Multipurpose cleaners see decline in sales
                                                                                                            • Figure 24: UK retail value sales of hard surface cleaners, by segment, 2010-13
                                                                                                          • Health scares underpin antibacterial multipurpose cleaner demand
                                                                                                            • Are bathroom cleaners losing consumer interest?
                                                                                                              • Kitchen cleaners: significant potential for further development
                                                                                                                • Floor cleaners are underperforming
                                                                                                                  • Zero momentum in shower cleaning category
                                                                                                                  • Market Share

                                                                                                                    • Key points
                                                                                                                      • Brands dominate the hard surface cleaning market
                                                                                                                        • Figure 25: Brand value shares in the hard surface cleaners market*, years ending August 2012 and 2013
                                                                                                                      • Flash and Dettol dominate hard surface cleaner sales
                                                                                                                        • Cillit Bang – a shining star
                                                                                                                          • Cif and Mr Muscle under pressure
                                                                                                                            • Own-labels underperform
                                                                                                                              • Market share: Multipurpose, kitchen and floor cleaning
                                                                                                                                • Figure 26: Brand value shares for multipurpose, kitchen and floor cleaners, years ending August 2012 and 2013
                                                                                                                              • Cillit Bang – bang on the money
                                                                                                                                • Dettol targets key consumer worries and anxieties
                                                                                                                                  • Mr Muscle fares better than Cif
                                                                                                                                    • Other brands fare better than own-label
                                                                                                                                      • Market share: bathroom and shower cleaners
                                                                                                                                        • Figure 27: Brand value shares for bathroom and shower cleaners, years ending August 2012 and 2013
                                                                                                                                      • Category-leading Cif under pressure
                                                                                                                                        • Cillit Bang vs. Dettol in the bathroom
                                                                                                                                          • Flash – opportunities for growth in bathroom segment
                                                                                                                                            • Reckitt Benckiser overtakes P&G
                                                                                                                                              • Figure 28: Manufacturer’s value shares in the hard surface cleaners market*, years ending August 2012 and 2013
                                                                                                                                          • Companies and Products

                                                                                                                                            • Reckitt Benckiser (Cillit Bang, Dettol, Mr Sheen)
                                                                                                                                              • Background
                                                                                                                                                • Product range
                                                                                                                                                    • Figure 29: New product launches by Reckitt Benckiser in the hard surface cleaning and care market, November 2012-September 2013
                                                                                                                                                  • Marketing and advertising
                                                                                                                                                    • Figure 30: Main media advertising expenditure on hard surface cleaners* by Reckitt Benckiser, 2009-13
                                                                                                                                                    • Figure 31: Main media advertising expenditure on hard surface cleaners* by Reckitt Benckiser, January- September 2013
                                                                                                                                                  • Procter & Gamble (Flash)
                                                                                                                                                    • Background
                                                                                                                                                      • Product range
                                                                                                                                                          • Figure 32: New product launches by P&G in the hard surface cleaning and care market, November 2012-September 2013
                                                                                                                                                        • Advertising and marketing
                                                                                                                                                          • Figure 33: Main media advertising expenditure on hard surface cleaners* by Procter & Gamble, 2009-13
                                                                                                                                                          • Figure 34: Main media advertising expenditure on hard surface cleaners* by Procter & Gamble, January- September 2013
                                                                                                                                                        • SC Johnson (Mr Muscle, Pledge)
                                                                                                                                                          • Background
                                                                                                                                                            • Product range
                                                                                                                                                                • Figure 35: New product launches by SC Johnson in the hard surface cleaning and care market, November 2012- September 2013
                                                                                                                                                              • Advertising and marketing
                                                                                                                                                                • Figure 36: Main media advertising expenditure on hard surface cleaners* by SC Johnson, 2009-13
                                                                                                                                                              • Robert McBride (Planet Clean, Clean ‘N Fresh)
                                                                                                                                                                • Background
                                                                                                                                                                  • Product range
                                                                                                                                                                    • Figure 37: New product launches by McBride in the hard surface cleaning and care market, November 2012- September 2013
                                                                                                                                                                  • Advertising and marketing
                                                                                                                                                                    • Unilever (Cif)
                                                                                                                                                                      • Background
                                                                                                                                                                        • Product range
                                                                                                                                                                            • Figure 38: New product launches by Unilever in the hard surface cleaning and care market, November 2012- September 2013
                                                                                                                                                                          • Advertising and marketing
                                                                                                                                                                            • Figure 39: Main media advertising expenditure on hard surface cleaners* by Unilever, 2009-13
                                                                                                                                                                            • Figure 40: Main media advertising expenditure on hard surface cleaners* by Unilever, January- September 2013
                                                                                                                                                                          • Ecover
                                                                                                                                                                            • Background
                                                                                                                                                                              • Product range
                                                                                                                                                                                • Advertising and marketing
                                                                                                                                                                                • Brand Research

                                                                                                                                                                                  • Brand map
                                                                                                                                                                                      • Figure 41: Attitudes towards and usage of brands in the hard surface cleaning sector, September 2013
                                                                                                                                                                                    • Correspondence analysis
                                                                                                                                                                                      • Brand attitudes
                                                                                                                                                                                        • Figure 42: Attitudes, by hard surface cleaning brand, September 2013
                                                                                                                                                                                      • Brand personality
                                                                                                                                                                                        • Figure 43: Hard surface cleaning brand personality – macro image, September 2013
                                                                                                                                                                                        • Figure 44: Hard surface cleaning brand personality – micro image, September 2013
                                                                                                                                                                                      • Brand experience
                                                                                                                                                                                        • Figure 45: Hard surface cleaning brand usage, September 2013
                                                                                                                                                                                        • Figure 46: Satisfaction with various hard surface cleaning brands, September 2013
                                                                                                                                                                                        • Figure 47: Consideration of hard surface cleaning brands, September 2013
                                                                                                                                                                                        • Figure 48: Consumer perceptions of current hard surface cleaning brand performance, September 2013
                                                                                                                                                                                      • Brand index
                                                                                                                                                                                        • Figure 49: Hard surface cleaning brand index, September 2013
                                                                                                                                                                                      • Target group analysis
                                                                                                                                                                                        • Figure 50: Target groups, September 2013
                                                                                                                                                                                        • Figure 51: Hard surface cleaning brand usage, by target groups, September 2013
                                                                                                                                                                                      • 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
                                                                                                                                                                                                  • Shifting patterns in above-the-line spend
                                                                                                                                                                                                    • Figure 52: Main media advertising expenditure on hard surface cleaners*, 2009-13
                                                                                                                                                                                                    • Figure 53: Main media advertising expenditure on hard surface cleaners*, 2009-13
                                                                                                                                                                                                  • Poor return on investment in above-the-line spend
                                                                                                                                                                                                    • Reckitt Benckiser boosts commitment and adspend budget
                                                                                                                                                                                                      • Figure 54: Main media advertising expenditure on hard surface cleaners*, by top five advertisers, 2009-13
                                                                                                                                                                                                    • Adverts dominated by four brands
                                                                                                                                                                                                      • Figure 55: Main media advertising expenditure on hard surface cleaners*, by top 10 brands, 2012
                                                                                                                                                                                                    • Reckitt Benckiser backs Cillit Bang and Dettol
                                                                                                                                                                                                      • Reckitt Benckiser’s advertising strategy reaps rewards
                                                                                                                                                                                                        • Figure 56: Main media advertising expenditure on hard surface cleaners*, by top 10 brands, January-September 2013
                                                                                                                                                                                                      • TV advertising dominates
                                                                                                                                                                                                        • Figure 57: Main media advertising expenditure on hard surface cleaners*, % share by media type, 2009-13
                                                                                                                                                                                                      • Social media starting to evolve
                                                                                                                                                                                                        • Online presence goes interactive
                                                                                                                                                                                                          • Other initiatives evolve
                                                                                                                                                                                                          • Channels to Market

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Grocery multiples dominate distribution
                                                                                                                                                                                                                • Figure 58: UK retail value sales of hard surface cleaning products, by outlet type, 2011-13
                                                                                                                                                                                                              • Grocery multiples move to premiumisation of own-label
                                                                                                                                                                                                                • Grocery discounters Aldi and Lidl raise their profile
                                                                                                                                                                                                                  • Top-up purchases sustain symbol groups
                                                                                                                                                                                                                    • Growth in discount chains and “pound” stores on UK high streets
                                                                                                                                                                                                                      • Newer retailing formats
                                                                                                                                                                                                                      • Usage of Hard Surface Cleaners

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Two thirds of users favour the trigger spray
                                                                                                                                                                                                                            • Figure 59: Usage of different hard surface cleaning products, by format type, September 2013
                                                                                                                                                                                                                          • Liquid cleaners: strong association with floor cleaning
                                                                                                                                                                                                                            • Disposable wipes target antibacterial concerns
                                                                                                                                                                                                                              • Cream means a smooth clean
                                                                                                                                                                                                                                • Mousse and foam variants: a target for innovation
                                                                                                                                                                                                                                  • Procter & Gamble focuses on gel format
                                                                                                                                                                                                                                    • Format development potential
                                                                                                                                                                                                                                      • One in four use one product but half use two or three
                                                                                                                                                                                                                                        • Figure 60: Number of different hard surface cleaning products used, by format type, September 2013
                                                                                                                                                                                                                                      • Usage by format type and number of formats used
                                                                                                                                                                                                                                        • Figure 61: Usage of different hard surface cleaning products, by format type, by number of different format types used, September 2013
                                                                                                                                                                                                                                      • Kitchen is the major focus for multipurpose products
                                                                                                                                                                                                                                        • Figure 62: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task, September 2013
                                                                                                                                                                                                                                    • Factors Influencing Choice

                                                                                                                                                                                                                                        • Power to the people
                                                                                                                                                                                                                                          • Figure 63: Factors influencing choice of hard surface cleaners, September 2013
                                                                                                                                                                                                                                        • Multi- or single-purpose products: users can’t decide
                                                                                                                                                                                                                                          • Antibacterial concerns are a higher priority
                                                                                                                                                                                                                                            • Antibacterial concerns intensify in the kitchen
                                                                                                                                                                                                                                              • Users prioritise ease of use over fast action and time taken to do the job
                                                                                                                                                                                                                                                • Shiny/smear-free finish – low level concern
                                                                                                                                                                                                                                                  • Greater concern for pets than children
                                                                                                                                                                                                                                                    • Consumers want a nice, fresh smell
                                                                                                                                                                                                                                                      • Just one in 10 choose natural ingredients and recycled materials
                                                                                                                                                                                                                                                      • Interest in New Product Features

                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                          • Very interested but largely unwilling to pay more for benefits
                                                                                                                                                                                                                                                            • Figure 64: Interest in new product features for hard surface cleaning products, September 2013
                                                                                                                                                                                                                                                          • Mould and mildew – greatest source of frustration
                                                                                                                                                                                                                                                            • Nine out of 10 interested in soap scum and limescale prevention
                                                                                                                                                                                                                                                              • Pest and insect control – high priority
                                                                                                                                                                                                                                                                • Multipurpose v single dispensers
                                                                                                                                                                                                                                                                  • Antibacterial action
                                                                                                                                                                                                                                                                    • Functionality in terms of value for money
                                                                                                                                                                                                                                                                      • Users prioritise function and convenience
                                                                                                                                                                                                                                                                      • Attitudes Towards Hard Surface Cleaners

                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                          • Apathy and indifference frame users’ views
                                                                                                                                                                                                                                                                            • Figure 65: Attitudes towards hard surface cleaners, September 2013
                                                                                                                                                                                                                                                                          • Trigger sprays generate most positive response
                                                                                                                                                                                                                                                                            • All-natural cleaners – the debate continues
                                                                                                                                                                                                                                                                              • Specialist v all-purpose cleaners
                                                                                                                                                                                                                                                                                • Antibacterial concerns and potential for wipes
                                                                                                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                                                    • Figure 66: Best- and worst-case forecast for UK retail sales of hard surface cleaners*, at current prices, 2013-18
                                                                                                                                                                                                                                                                                • Appendix – Brand Research

                                                                                                                                                                                                                                                                                    • Figure 67: Brand usage, September 2013
                                                                                                                                                                                                                                                                                    • Figure 68: Brand commitment, September 2013
                                                                                                                                                                                                                                                                                    • Figure 69: Brand momentum, September 2013
                                                                                                                                                                                                                                                                                    • Figure 70: Brand diversity, September 2013
                                                                                                                                                                                                                                                                                    • Figure 71: Brand satisfaction, September 2013
                                                                                                                                                                                                                                                                                    • Figure 72: Brand attitude, September 2013
                                                                                                                                                                                                                                                                                    • Figure 73: Brand image – macro image, September 2013
                                                                                                                                                                                                                                                                                    • Figure 74: Brand image – micro image, September 2013
                                                                                                                                                                                                                                                                                    • Figure 75: Profile of target groups, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 76: Psychographic segmentation, by target groups, September 2013
                                                                                                                                                                                                                                                                                    • Figure 77: Brand usage, by target groups, September 2013
                                                                                                                                                                                                                                                                                  • Brand index
                                                                                                                                                                                                                                                                                    • Figure 78: Brand index, September 2013
                                                                                                                                                                                                                                                                                • Appendix – Usage of Hard Surface Cleaners

                                                                                                                                                                                                                                                                                    • Figure 79: Usage of different hard surface cleaning products, by format type, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 80: Usage of different hard surface cleaning products, by format type, by demographics, September 2013 (continued)
                                                                                                                                                                                                                                                                                    • Figure 81: Number of different types of hard surface cleaning products used, by format type, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 82: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Kitchen worktops, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 83: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Kitchen sink, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 84: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Kitchen tiles, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 85: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Cooker hob, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 86: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Oven, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 87: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Other appliances, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 88: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Bathroom basin, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 89: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Bathroom tiles, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 90: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Bath, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 91: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Shower, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 92: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Tiled floors, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 93: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Laminate flooring, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 94: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Vinyl/lino flooring, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 95: Usage of multipurpose or specialist hard surface cleaning products, by cleaning task – Real wood floor, by demographics, September 2013
                                                                                                                                                                                                                                                                                • Appendix – Factors Influencing Choice

                                                                                                                                                                                                                                                                                    • Figure 96: Factors influencing choice of hard surface cleaners, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 97: Factors influencing choice of hard surface cleaners, by demographics, September 2013 (continued)
                                                                                                                                                                                                                                                                                    • Figure 98: Factors influencing choice of hard surface cleaners, by demographics, September 2013 (continued)
                                                                                                                                                                                                                                                                                • Appendix – Interest in New Product Features

                                                                                                                                                                                                                                                                                    • Figure 99: Interest in new product features for hard surface cleaning products – Helps to purify the air, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 100: Interest in new product features for hard surface cleaning products – With anti-allergies properties, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 101: Interest in new product features for hard surface cleaning products – With longer-lasting antibacterial protection, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 102: Interest in new product features for hard surface cleaning products – Removes mould/mildew, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 103: Interest in new product features for hard surface cleaning products – Helps to eliminate pests such as ants and other insects, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 104: Interest in new product features for hard surface cleaning products – A multipurpose dispenser for quick everyday cleaning, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 105: Interest in new product features for hard surface cleaning products – A concentrated cleaning solution that can be mixed with water, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 106: Interest in new product features for hard surface cleaning products – A single dispenser that can spray multiple types of cleaners, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 107: Interest in new product features for hard surface cleaning products – Prevents build-up of soap scum or limescale on shower/bath surfaces, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 108: Interest in new product features for hard surface cleaning products – Disposable wet wipes with a scrubbing and wiping side, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 109: Interest in new product features for hard surface cleaning products – A trigger spray which allows you to get all of the solution out of the bottle, by demographics, September 2013
                                                                                                                                                                                                                                                                                • Appendix – Attitudes Towards Hard Surface Cleaners

                                                                                                                                                                                                                                                                                    • Figure 110: Agreement with the statement ‘Trigger sprays are a quick and easy way to clean a range of surfaces’, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 111: Agreement with the statement ‘Disposable cleaning wipes make quick clean-ups easier’, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 112: Agreement with the statement ‘It is important to use disinfectant cleaning products when cleaning the home’, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 113: Agreement with the statement ‘Natural cleaning products are good to use on surfaces that come into contact with food’, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 114: Agreement with the statement ‘Disposable cleaning wipes are not effective for major cleaning jobs’, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 115: Agreement with the statement ‘All-natural cleaners are too expensive to use on a regular basis’, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 116: Agreement with the statement ‘The disinfectant strength is more important than what natural ingredients are used when cleaning’, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 117: Agreement with the statement ‘Antibacterial cleaners are only necessary for certain household hard surfaces’, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 118: Agreement with the statement ‘Specialised surface cleaners are generally more effective than all-purpose surface cleaners’, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 119: Agreement with the statement ‘All-natural disinfecting cleaners are just as effective as conventional ones’, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 120: Agreement with the statement ‘I worry about the impact of ingredients in household surface cleaners on my health’, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 121: Agreement with the statement ‘I worry about cleanliness and germs outside of the home’, by demographics, September 2013
                                                                                                                                                                                                                                                                                    • Figure 122: Attitudes towards hard surface cleaners, by usage of different hard surface cleaning products, by format type, September 2013
                                                                                                                                                                                                                                                                                    • Figure 123: Attitudes towards hard surface cleaners, by usage of different hard surface cleaning products, by format type, September 2013 (conintued)

                                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                                • Ecover UK
                                                                                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                                                                                • Odeon Cinemas
                                                                                                                                                                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                                                                                • Reckitt Benckiser (UK)
                                                                                                                                                                                                                                                                                • Reckitt Benckiser plc
                                                                                                                                                                                                                                                                                • SC Johnson UK
                                                                                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                                                                                • Unilever Plc
                                                                                                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                                                                                                Household Hard Surface Cleaning and Care Products - UK - November 2013

                                                                                                                                                                                                                                                                                £1,995.00 (Excl.Tax)