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Household Polish and Specialist Cleaners - UK - May 2012

“Owning a number of brands within household cleaning offers benefits when it comes to new product development and promotions. Multi-brand advertising and special offers can help to give greater exposure to smaller brands within the portfolio, while cross-branding in an area such as fragrance (eg Air Wick on Mr Sheen) offers an opportunity for encouraging more consumers to buy a wider repertoire of products from a particular manufacturer.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • Which segments have potential for increasing product usage?
  • What factors are most likely to drive growth in furniture polish sales?
  • How can marketing encourage greater usage of specialist products?
  • In what ways can manufacturers benefit from a repertoire of brands?

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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 household polishes and specialist cleaners, 2006-16
            • Steady growth in value sales
              • Furniture polish the largest segment
                • Figure 2: UK retail value sales of household polishes and specialist cleaners, % share by segment, 2011
              • Market factors
                • Wide range of products used for household chores
                  • Variation in frequency of doing different cleaning tasks
                    • Figure 3: Frequency of undertaking selected cleaning tasks that might involve specialist cleaners and polishes, December 2011
                  • More households with limited time for cleaning
                    • Companies, brands and innovation
                      • Branded products dominate the market
                        • Broad spread of new product launches
                          • Figure 4: New product launches in the household polishes and specialist cleaners market, % by product type, 2011
                        • Limited advertising in specialist cleaning
                          • The consumer
                            • Significant variation in weekly usage
                              • Figure 5: Usage in the home at least once a week among users of household polishes and specialist cleaners, March 2012
                            • Well-known brands important in furniture polish
                              • Figure 6: Factors influencing choice of furniture polish, March 2012
                            • A third of adults have a regular window cleaner
                              • Figure 7: Attitudes towards window cleaning, March 2012
                            • Ovens/hobs a higher priority than windows
                              • Figure 8: Attitudes towards oven cleaning, March 2012
                            • Spot stain removal most likely for carpets and upholstery
                              • Figure 9: Attitudes towards carpet and upholstery cleaning, March 2012
                            • Regional variation in usage of limescale removers
                              • Figure 10: Agreement with other statements on specialist cleaning products, March 2012
                            • What we think
                            • Issues in the Market

                                • Which segments have potential for increasing product usage?
                                  • What factors are most likely to drive growth in furniture polish sales?
                                    • How can marketing encourage greater usage of specialist products?
                                      • In what ways can manufacturers benefit from a repertoire of brands?
                                      • Future Opportunities

                                          • Trend: Life Hacking
                                            • Trend: Life Coaching
                                            • Internal Market Environment

                                              • Key points
                                                • Specialist cleaning products for a range of chores
                                                  • Figure 11: Amount of time spent on household chores on average weekday (cleaning, washing, gardening, etc), 2007-11
                                                • Wide variation in frequency for cleaning tasks
                                                  • Figure 12: Frequency of undertaking selected cleaning tasks that might involve specialist cleaners and polishes, December 2011
                                                • Paying for help at home a rarity
                                                  • Figure 13: Trends in paid help at home with household chores, 2007-11
                                                • Having a clean home a high priority
                                                  • Figure 14: Attitudes towards cleaning and housework, 2007-11
                                                • Majority of homes have ‘many’ cleaning products
                                                  • Figure 15: Agreement with attitudinal statements about cleaning products and brands, 2007-11
                                                • Variety of floorcoverings in UK homes
                                                  • Figure 16: Types of flooring in UK households, November 2011
                                              • Broader Market Environment

                                                • Key points
                                                  • Number of households the biggest driver of demand
                                                    • Figure 17: UK households, by size, 2006-16
                                                  • Reduced levels of activity in the housing market
                                                    • Figure 18: Number of residential property transactions* (not seasonally adjusted), Q4 2006-Q3 2011
                                                  • Population growth generates more cleaning
                                                    • Figure 19: Trends in the age structure of the UK population, 2006-16
                                                  • Working hours put pressure on time for cleaning
                                                    • Figure 20: Working status, by gender, 2011
                                                    • Figure 21: Time spent on occupation on an average day, by gender, 2011
                                                • Strengths and Weaknesses in the Market

                                                  • Strengths
                                                    • Weaknesses
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Floor and glass care top NPD activity
                                                          • Figure 22: New product launches in the UK household polishes and specialist cleaners market, % share by segment, 2008-12
                                                        • Big increase in private-label product launches
                                                          • Figure 23: New product launches in the UK household polishes and specialist cleaners market*, % share brands vs. private label, 2008-11
                                                        • Top four supermarkets account for a third of new products
                                                          • Figure 24: New product launches in the UK household polishes and specialist cleaners market*, % share by company, 2011
                                                        • Ease of use the biggest focus for new product claims
                                                          • Figure 25: New product launches in the household polishes and specialist cleaners market*, % by claims, 2008-11
                                                        • Six in ten launches are new products
                                                          • Figure 26: New product launches in the UK household polishes and specialist cleaners market*, % share by launch type, 2008-11
                                                      • Competitive Context

                                                        • Key points
                                                          • Specialist cleaning outperforms household care
                                                            • Figure 27: Comparison of dishwashing products with other household care markets, 2006-11
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Growth continues in specialist cleaning
                                                              • Figure 28: UK retail sales and forecast of household polishes and specialist cleaning products, at current and constant prices, 2006-16
                                                            • The future
                                                                • Figure 29: Best- and worst-case forecast of UK sales of household polishes and specialist cleaning products, 2006-16
                                                              • Forecast methodology
                                                              • Segment Performance

                                                                • Key points
                                                                  • Strong performance seen in furniture polishes
                                                                    • Figure 30: UK retail value sales of household polishes and specialist cleaning products, by sector, 2006-11
                                                                  • Carpet cleaners show strong sales growth
                                                                    • Figure 31: UK retail value sales of household polishes and specialist cleaning products, % share by sector, 2011
                                                                • Companies and Products

                                                                    • Figure 32: Leading manufacturers in the household polishes and specialist cleaning products, by brand and product categories, May 2012
                                                                  • Reckitt Benckiser
                                                                      • Figure 33: New product launches by Reckitt Benckiser in the UK household polishes and specialist cleaners market, May 2011-April 2012
                                                                    • Procter & Gamble
                                                                      • SC Johnson
                                                                          • Figure 34: New product launches by SC Johnson in the UK household polishes and specialist cleaners market, May 2011-April 2012
                                                                        • Robert McBride
                                                                          • Spotless Punch
                                                                              • Figure 35: New product launches by Spotless Punch in the UK household polishes and specialist cleaners market, May 2011-April 2012
                                                                            • Ozkleen
                                                                              • Figure 36: New product launch by Ozkleen in the UK household polishes and specialist cleaners market, May 2012-April 2012
                                                                            • WD-40
                                                                              • Figure 37: New product launch by WD-40 in the UK household polishes and specialist cleaners market, May 2012-April 2012
                                                                            • Ecover
                                                                              • Method
                                                                              • Brand Research

                                                                                • Brand map
                                                                                    • Figure 38: Attitudes towards and usage of brands in the household polish and specialist cleaning sector, March 2012
                                                                                  • Correspondence analysis
                                                                                    • Brand attitudes
                                                                                      • Figure 39: Attitudes, by household polish and specialist cleaning brand, March 2012
                                                                                    • Brand personality
                                                                                      • Figure 40: Household polish and specialist cleaning brand personality – macro image, March 2012
                                                                                      • Figure 41: Household polish and specialist cleaning brand personality – micro image, March 2012
                                                                                    • Brand experience
                                                                                      • Figure 42: Household polish and specialist cleaning brand usage, March 2012
                                                                                      • Figure 43: Satisfaction with various household polish and specialist cleaning brands, March 2012
                                                                                      • Figure 44: Consideration of household polish and specialist cleaning brands, March 2012
                                                                                      • Figure 45: Consumer perceptions of current household polish and specialist cleaning brand performance, March 2012
                                                                                      • Figure 46: Household polish and specialist cleaning brand recommendation – Net Promoter Score, March 2012
                                                                                    • Brand index
                                                                                      • Figure 47: Household polish and specialist cleaning brand index, March 2012
                                                                                      • Figure 48: Household polish and specialist cleaning brand index vs. recommendation, March 2012
                                                                                    • Target group analysis
                                                                                      • Figure 49: Target groups, March 2012
                                                                                      • Figure 50: Household polish and specialist cleaning brand usage, by target groups, March 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
                                                                                                • Limited advertising in specialist cleaning
                                                                                                  • Figure 51: Main media advertising expenditure on household polishes and specialist cleaners*, 2008-12
                                                                                                • Robert McBride the biggest spender
                                                                                                  • Figure 52: Main media advertising expenditure on household polishes and specialist cleaners*, by advertiser, 2008-11
                                                                                                  • Figure 53: Main media advertising expenditure on household polishes and specialist cleaners*, by media type, 2008-11
                                                                                                • Advertising dwarfed by that on other hard surface cleaning products
                                                                                                  • Figure 54: Main media advertising on hard surface cleaners, by category, 2008-11
                                                                                              • Channels to Market

                                                                                                • Key points
                                                                                                  • Majority of spending through supermarkets
                                                                                                    • Figure 55: UK retail value sales of household polishes and specialist cleaning products, by outlet type, 2009-11
                                                                                                  • Wilkinson the biggest other retailer
                                                                                                  • Usage of Polishes and Specialist Cleaners

                                                                                                    • Key points
                                                                                                      • Fewer people using polishes and dusters
                                                                                                        • Figure 56: Usage and frequency of using furniture polishes and dusters, 2009-11
                                                                                                        • Figure 57: Types of polishes and dusters used, 2009-11
                                                                                                      • Light usage of oven cleaners most common
                                                                                                        • Figure 58: Usage and frequency of use of oven cleaners, 2009-11
                                                                                                      • Large number of different cleaning products used
                                                                                                        • Figure 59: Usage and buying of household polishes and specialist cleaning products, March 2012
                                                                                                      • Furniture polishes used most frequently
                                                                                                          • Figure 60: Frequency of using household polishes and specialist cleaning products in the home, March 2012
                                                                                                          • Figure 61: Repertoire of usage and buying of household polishes and specialist cleaning products, March 2012
                                                                                                      • Factors Influencing Choice of Furniture Polish

                                                                                                        • Key points
                                                                                                          • Well-known brands a big influence
                                                                                                            • Figure 62: Factors influencing choice of furniture polish, March 2012
                                                                                                          • Special offers more important than lowest price
                                                                                                            • Versatility and fragrance key considerations
                                                                                                              • Looking after furniture and repelling dust
                                                                                                                • Small numbers have a preference for wipes
                                                                                                                • Attitudes and Cleaning Habits

                                                                                                                  • Key points
                                                                                                                    • A third of adults use a window cleaner regularly
                                                                                                                      • Figure 63: Cleaning windows/glass and the oven/hob, March 2012
                                                                                                                      • Figure 64: Attitudes towards window cleaning, by age, March 2012
                                                                                                                    • A third of adults always like to have a clean oven/hob
                                                                                                                        • Figure 65: Attitudes towards oven cleaning, by age, March 2012
                                                                                                                      • Spot spraying most common for carpets and upholstery
                                                                                                                        • Figure 66: Other specialist cleaning jobs around the home, March 2012
                                                                                                                        • Figure 67: Usage of equipment or services for carpet and upholstery cleaning, by age, March 2012
                                                                                                                      • Limescale a common problem in UK homes
                                                                                                                        • Figure 68: Usage of limescale removers/descalers, by region, March 2012
                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                        • Figure 69: Time spent on household chores on an average weekday, by demographics, 2011
                                                                                                                        • Figure 70: Time spent on household chores on an average weekday (continued), by demographics, 2011
                                                                                                                        • Figure 71: Frequency of having paid help at home, by demographics, 2011
                                                                                                                        • Figure 72: Agreement with attitudinal statements, by demographics, 2011
                                                                                                                        • Figure 73: Agreement with attitudinal statements, by demographics, 2011
                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                        • Figure 74: Best case/worst case forecast for UK retail sales of household polishes and specialist cleaners, at current prices, 2011-16
                                                                                                                    • Appendix – Brand Research

                                                                                                                        • Figure 75: Brand usage, March 2012
                                                                                                                        • Figure 76: Brand commitment, March 2012
                                                                                                                        • Figure 77: Brand momentum, March 2012
                                                                                                                        • Figure 78: Brand diversity, March 2012
                                                                                                                        • Figure 79: Brand satisfaction, March 2012
                                                                                                                        • Figure 80: Brand recommendation, March 2012
                                                                                                                        • Figure 81: Brand attitude, March 2012
                                                                                                                        • Figure 82: Brand image – macro image, March 2012
                                                                                                                        • Figure 83: Brand image – micro image, March 2012
                                                                                                                        • Figure 84: Profile of target groups, by demographics, March 2012
                                                                                                                        • Figure 85: Psychographic segmentation, by target group, March 2012
                                                                                                                        • Figure 86: Brand usage, by target group, March 2012
                                                                                                                        • Figure 87: Brand index, March 2012
                                                                                                                    • Appendix – Usage of Polishes and Specialist Cleaners

                                                                                                                        • Figure 88: Usage and frequency of use of furniture polishes and dusters, by demographics, 2011
                                                                                                                        • Figure 89: Usage and frequency of use of oven cleaners, by demographics, 2011
                                                                                                                        • Figure 90: Usage and buying of furniture polish products, by demographics, March 2012
                                                                                                                        • Figure 91: Usage and buying of furniture polish products (continued), by demographics, March 2012
                                                                                                                        • Figure 92: Usage and buying of floor polish products, by demographics, March 2012
                                                                                                                        • Figure 93: Usage and buying of metal polish products, by demographics, March 2012
                                                                                                                        • Figure 94: Usage and buying of shoe polish products, by demographics, March 2012
                                                                                                                        • Figure 95: Usage and buying of shoe polish products (continued), by demographics, March 2012
                                                                                                                        • Figure 96: Usage and buying of window/glass cleaner products, by demographics, March 2012
                                                                                                                        • Figure 97: Usage and buying of window/glass cleaner products (continued), by demographics, March 2012
                                                                                                                        • Figure 98: Usage and buying of oven cleaner products, by demographics, March 2012
                                                                                                                        • Figure 99: Usage and buying of oven cleaner products (continued), by demographics, March 2012
                                                                                                                        • Figure 100: Usage and buying of carpet cleaner products, by demographics, March 2012
                                                                                                                        • Figure 101: Usage and buying of carpet cleaner products (continued), by demographics, March 2012
                                                                                                                        • Figure 102: Usage and buying of upholstery cleaner products, by demographics, March 2012
                                                                                                                        • Figure 103: Usage and buying of limescale remover products, by demographics, March 2012
                                                                                                                        • Figure 104: Usage and buying of sink/drain cleaners/unblockers, by demographics, March 2012
                                                                                                                        • Figure 105: Usage and buying of sink/drain cleaners/unblockers (continued), by demographics, March 2012
                                                                                                                        • Figure 106: Frequency of using furniture polish products in the home, by demographics, March 2012
                                                                                                                        • Figure 107: Frequency of using floor polish products in the home, by demographics, March 2012
                                                                                                                        • Figure 108: Frequency of using metal polish products in the home, by demographics, March 2012
                                                                                                                        • Figure 109: Frequency of using shoe polish products in the home, by demographics, March 2012
                                                                                                                        • Figure 110: Frequency of using window/glass cleaner products in the home, by demographics, March 2012
                                                                                                                        • Figure 111: Frequency of using oven cleaner products in the home, by demographics, March 2012
                                                                                                                        • Figure 112: Frequency of using carpet cleaner products in the home, by demographics, March 2012
                                                                                                                        • Figure 113: Frequency of using upholstery cleaner products in the home, by demographics, March 2012
                                                                                                                        • Figure 114: Frequency of using limescale remover products in the home, by demographics, March 2012
                                                                                                                        • Figure 115: Frequency of using sink/drain cleaners/unblockers in the home, by demographics, March 2012
                                                                                                                        • Figure 116: Repertoire of usage and buying of household polishes and specialist cleaning products, by demographics, March 2012
                                                                                                                    • Appendix – Factors Influencing Choice of Furniture Polish

                                                                                                                        • Figure 117: Factors influencing choice of furniture polish, by demographics, March 2012
                                                                                                                        • Figure 118: Factors influencing choice of furniture polish (continued), by demographics, March 2012
                                                                                                                        • Figure 119: Factors influencing choice of furniture polish (continued), by demographics, March 2012
                                                                                                                    • Appendix –Attitudes and Cleaning Habits

                                                                                                                        • Figure 120: Attitudes towards windows/glass and the oven/hob cleaning, by demographics, March 2012
                                                                                                                        • Figure 121: Attitudes towards windows/glass and the oven/hob cleaning (continued), by demographics, March 2012
                                                                                                                        • Figure 122: Attitudes towards carpet/upholstery and other cleaning tasks, by demographics, March 2012
                                                                                                                        • Figure 123: Attitudes towards carpet/upholstery and other cleaning tasks (continued), by demographics, March 2012
                                                                                                                        • Figure 124: Attitudes towards carpet/upholstery and other cleaning tasks (continued), by demographics, March 2012

                                                                                                                    Companies Covered

                                                                                                                    • Alliance Boots
                                                                                                                    • Challs Ltd.
                                                                                                                    • Ecover UK
                                                                                                                    • Marks & Spencer
                                                                                                                    • Method Products, Inc.
                                                                                                                    • OzKleen
                                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                                    • Reckitt Benckiser (UK)
                                                                                                                    • S.C. Johnson & Son, Inc.
                                                                                                                    • Spotless Group Ltd
                                                                                                                    • Spotless Punch Limited
                                                                                                                    • The London Oil Refining Company
                                                                                                                    • Unilever Bestfoods UK Ltd
                                                                                                                    • Wm Morrison Supermarkets

                                                                                                                    Household Polish and Specialist Cleaners - UK - May 2012

                                                                                                                    £1,995.00 (Excl.Tax)