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Household Polish and Specialist Cleaners - UK - May 2013

“Opportunities exist for premium products that offer longer-lasting results. This includes products that leave a coating on surfaces to help slow the build-up of dirt, grease or dust as well as for carpet/upholstery cleaners that offer longer-lasting freshening. Making people feel that the benefits of cleaning will last for longer than a few days could actually encourage more people to buy specialist products.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • How can specialist products compete with multipurpose alternatives?
  • How can more people be encouraged to clean carpets and sofas?
  • Can home maintenance become a bigger theme for specialist products?
  • What new product features are most likely to appeal?
  • How can brands in polishes maximise sales potential?

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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 cleaning products*, 2007-17
            • Slowdown in market growth
              • Decline in sales of household polishes
                • Figure 2: Breakdown of retail value sales of household polishes and specialist cleaning products, % share by segment, 2012
              • Market factors
                • Pride in having a clean home
                  • Household and population growth
                    • Companies, brands and innovation
                      • Mr Sheen the leading brand in polishes
                        • Figure 3: Brand shares in value sales of household polishes*, year ending January 2013
                        • Figure 4: Brand shares in value sales of specialist cleaning products*, year ending January 2013
                      • NPD activity led by glass care
                        • Figure 5: New product launches in the UK household polishes and specialist cleaners market, % share by sub-category, 2012
                      • Low and declining levels of advertising support
                        • The consumer
                          • Wide range of specialist products used
                            • Figure 6: Usage of polishes and specialist cleaning products in household in last six months, March 2013
                          • Increasing the focus on preventative measures
                            • Figure 7: Cleaning and home maintenance in the last six months, March 2013
                          • Strong interest in new product benefits
                            • Figure 8: Interest in particular product benefits for household polishes and specialist cleaners, March 2013
                          • Ease of use without compromising on results
                            • Figure 9: Agreement with attitudinal statements about cleaning products, March 2013
                          • What we think
                          • Issues in the Market

                              • How can specialist products compete with multipurpose alternatives?
                                • How can more people be encouraged to clean carpets and sofas?
                                  • Can home maintenance become a bigger theme for specialist products?
                                    • What new product features are most likely to appeal?
                                      • How can brands in polishes maximise sales potential?
                                      • Trend Application

                                          • Trend: Help Me Help Myself
                                            • Trend: Prepare for the Worst
                                              • Mintel Futures Trend: Old Gold
                                              • Market Drivers

                                                • Key points
                                                  • Cleaning the house a time-consuming activity
                                                    • Figure 10: Amount of time spent on average during a typical week cleaning the home, November 2012
                                                  • Most people take pride in a clean home
                                                    • Figure 11: Attitudes towards household cleaning, November 2012
                                                  • Consumers switch brands to make most of special offers
                                                    • Figure 12: Shopping behaviour for household products, March 2013
                                                  • Number of households on the increase
                                                    • Figure 13: UK households, by size, 2007-17
                                                  • Carpets are the most common type of flooring in homes
                                                    • Figure 14: Types of flooring currently in household, November 2012
                                                  • Population growth will stimulate cleaning market
                                                    • Figure 15: Trends in the age structure of the UK population, 2007-17
                                                  • Hard water a major problem in certain regions of the UK
                                                    • Figure 16: Water hardness in the UK as seen on laundry detergent packaging, 2013
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Glass care tops NPD activity
                                                      • Figure 17: New product launches in the UK household polishes and specialist cleaners market, % share by sub-category, 2009-13
                                                    • Branded versus private label ratio rebalanced
                                                      • Figure 18: New product launches in the UK household polishes and specialist cleaners market*, % share brands vs. private label, 2009-13
                                                      • Figure 19: New product launches in the UK household polishes and specialist cleaners market*, % share by company, 2012
                                                    • Environmentally friendly packaging tops NPD claims
                                                      • Figure 20: New product launches in the household polishes and specialist cleaners market*, % by claims, 2009-13
                                                    • NPD activity is dominated by range extensions
                                                      • Figure 21: New product launches in the UK household polishes and specialist cleaners market*, % share by launch type, 2009-13
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Slowdown in growth in last two years
                                                        • Figure 22: UK retail sales and forecast of household polishes and specialist cleaning products*, at current and constant prices, 2007-17
                                                      • The future
                                                        • Figure 23: Best- and worst-case forecast of UK sales of household polishes and specialist cleaning products, 2007-17
                                                      • Forecast methodology
                                                      • Segment Performance

                                                        • Key points
                                                          • Growth continues in sales of specialist cleaners
                                                            • Figure 24: UK retail value sales of household polishes and specialist cleaning products, by sector, 2007-12
                                                            • Figure 25: UK retail value sales of household polishes and specialist cleaning products, % share by sector, 2012
                                                        • Market Share

                                                          • Key points
                                                            • Mr Sheen leads household polishes market
                                                              • Figure 26: Brand shares in household polishes*, years ending January 2012 and 2013
                                                            • Large number of brands in specialist cleaning
                                                              • Figure 27: Brand shares in value sales of specialist cleaning products*, years ending January 2012 and 2013
                                                          • Companies and Products

                                                              • Figure 28: Leading manufacturers in the household polishes and specialist cleaning products, by brand and product categories, March 2013
                                                            • Reckitt Benckiser
                                                                • Figure 29: New product launches by Reckitt Benckiser in the UK household polishes and specialist cleaners market, May 2012-April 2013
                                                              • Procter & Gamble
                                                                • SC Johnson
                                                                    • Figure 30: New product launches by SC Johnson in the UK household polishes and specialist cleaners market, May 2012-April 2013
                                                                  • Robert McBride
                                                                    • Spotless Punch
                                                                        • Figure 31: New product launch by Spotless Punch in the UK household polishes and specialist cleaners market, May 2012-April 2013
                                                                      • Ozkleen
                                                                        • WD-40 (1001)
                                                                          • Figure 32: New product launches by WD-40 in the UK household polishes and specialist cleaners market, May 2012-April 2013
                                                                        • Ecover
                                                                          • Method
                                                                              • Figure 33: New product launch by Method in the UK household polishes and specialist cleaners market, May 2012-April 2013
                                                                            • Unilever
                                                                              • Homecare Products
                                                                                • The London Oil Refining Company (Astonish)
                                                                                  • Figure 34: New product launch by The London Oil Refining Company in the UK household polishes and specialist cleaners market, May 2012-April 2013
                                                                              • Brand Communication and Promotion

                                                                                • Key points
                                                                                  • Advertising spend continues to decline
                                                                                    • Figure 35: Main media advertising expenditure on household polishes and specialist cleaners*, 2009-13
                                                                                  • Robert McBride the biggest spender
                                                                                    • Figure 36: Main media advertising expenditure on household polishes and specialist cleaners*, by advertiser, 2009-13
                                                                                    • Figure 37: Top ten advertising expenditure on household polishes and specialist cleaners*, by brand and advertiser, 2009-13
                                                                                  • TV is the principle advertising outlet
                                                                                    • Figure 38: Main media advertising expenditure on household polishes and specialist cleaners*, by media type, 2009-13
                                                                                • Channels to Market

                                                                                  • Key points
                                                                                    • Grocery multiples dominate distribution
                                                                                      • Figure 39: UK retail value sales of household polishes and specialist cleaning products, by outlet type, 2010-12
                                                                                    • Other outlets boosted by discount chains
                                                                                    • Product Usage and Frequency

                                                                                      • Key points
                                                                                        • Window/glass cleaner most widely used product
                                                                                          • Figure 40: Usage of polishes and specialist cleaning products in household in last six months, by frequency, March 2013
                                                                                        • Three quarters of polish users polish wooden furniture
                                                                                          • Figure 41: Where household polishes used in the home, March 2013
                                                                                          • Figure 42: Number of different uses for polishes in the home, March 2013
                                                                                      • Cleaning and Home Maintenance

                                                                                        • Key points
                                                                                          • Nearly four in ten clean outside of windows
                                                                                            • Figure 43: Cleaning and home maintenance in the last six months, March 2013
                                                                                          • A third have recently used drain care products
                                                                                            • Carpet fresheners help improve home ambience
                                                                                            • Interest in New Product Features

                                                                                              • Key points
                                                                                                • Strong interest in anti-grease coatings for ovens/hobs
                                                                                                  • Figure 44: Interest in particular product benefits for household polishes and specialist cleaners, March 2013
                                                                                                • Strong desire to reduce build-up of dirt and dust
                                                                                                  • Keeping carpets/upholstery looking better for longer
                                                                                                  • Attitudes Towards Cleaning Products

                                                                                                    • Key points
                                                                                                      • Preference for all-purpose cleaning products
                                                                                                        • Figure 45: Agreement with attitudinal statements about cleaning products, March 2013
                                                                                                      • Good cleaning results with minimal effort most important
                                                                                                        • Protecting household appliances a high priority
                                                                                                          • Added product benefits also have appeal
                                                                                                          • Appendix – Market Drivers

                                                                                                              • Figure 46: Shopping behaviour for always buying the same brand versus buying whatever brand is on special offer and buying branded versus own-branded products, by demographics, March 2013
                                                                                                              • Figure 47: Shopping behaviour for buying in bulk versus buying small packs and shopping in the same store versus in different stores, by demographics, March 2013
                                                                                                              • Figure 48: Shopping behaviour for buying products with the same fragrance versus products with different fragrances and buying budget own-brands versus standard own-brands, by demographics, March 2013
                                                                                                              • Figure 49: Shopping behaviour for buying products online versus buying products in-store and buying from discount retailers versus buying from supermarkets, by demographics, March 2013
                                                                                                          • Appendix – Market Size and Forecast

                                                                                                              • Figure 50: Best- and worst-case forecast for UK retail sales of household polishes and specialist cleaners*, at current prices, 2012-17
                                                                                                          • Appendix – Product Usage and Frequency

                                                                                                              • Figure 51: Usage of polishes and specialist cleaning products in household in last six months, by demographics, March 2013
                                                                                                              • Figure 52: Usage of polishes and specialist cleaning products in household in last six months, by demographics, March 2013 (continued)
                                                                                                              • Figure 53: Frequency of usage of furniture polish in household in last six months, by demographics, March 2013
                                                                                                              • Figure 54: Frequency of usage of floor polish in household in last six months, by demographics, March 2013
                                                                                                              • Figure 55: Frequency of usage of metal polish in household in last six months, by demographics, March 2013
                                                                                                              • Figure 56: Frequency of usage of shoe polish in household in last six months, by demographics, March 2013
                                                                                                              • Figure 57: Frequency of usage of window/glass cleaner in household in last six months, by demographics, March 2013
                                                                                                              • Figure 58: Frequency of usage of oven cleaner in household in last six months, by demographics, March 2013
                                                                                                              • Figure 59: Frequency of usage of carpet/upholstery cleaner in household in last six months, by demographics, March 2013
                                                                                                              • Figure 60: Frequency of usage of leather cleaner in household in last six months, by demographics, March 2013
                                                                                                              • Figure 61: Frequency of usage of limescale removers in household in last six months, by demographics, March 2013
                                                                                                              • Figure 62: Frequency of usage of sink/drain cleaners/unblockers in household in last six months, by demographics, March 2013
                                                                                                              • Figure 63: Where household polishes used in the home, by demographics, March 2013
                                                                                                              • Figure 64: Where household polishes used in the home, by demographics, March 2013 (continued)
                                                                                                              • Figure 65: Repertoire for where household polishes used in the home, by demographics, March 2013
                                                                                                          • Appendix – Cleaning and Home Maintenance

                                                                                                              • Figure 66: Cleaning and home maintenance in the last six months, by demographics, March 2013
                                                                                                              • Figure 67: Cleaning and home maintenance in the last six months, by demographics, March 2013 (continued)
                                                                                                              • Figure 68: Cleaning and home maintenance in the last six months, by demographics, March 2013 (continued)
                                                                                                          • Appendix – Interest in New Product Features

                                                                                                              • Figure 69: Interest in particular product benefits for household polishes and specialist cleaners, by demographics, March 2013
                                                                                                              • Figure 70: Interest in particular product benefits for household polishes and specialist cleaners, by demographics, March 2013 (continued)
                                                                                                          • Appendix – Attitudes Towards Cleaning Products

                                                                                                              • Figure 71: Agreement with the statements ‘I like to use cleaning products suitable for a wide range of surfaces/materials’ and ‘Cleaning things quickly and with minimal effort is most important to me’, by demographics, March 2013
                                                                                                              • Figure 72: Agreement with the statements ‘I love the fresh smell of furniture polish in my home’ and ‘Getting the best results is more important than getting the job done quickly’, by demographics, March 2013
                                                                                                              • Figure 73: Agreement with the statements ‘It is worth paying more for products that help household appliances last for longer’ and ‘I like to use cleaning products that give surfaces and appliances an extra shine’, by demographics, March 2013
                                                                                                              • Figure 74: Agreement with the statements ‘Having the right cleaning tools makes more difference than the right cleaners’ and ‘A multipurpose cleaner works just as well as a specialist product’, by demographics, March 2013
                                                                                                              • Figure 75: Agreement with the statements ‘Own-brand products do just as good a job as branded cleaners’ and ‘It’s worth buying specialist cleaning products designed for particular surfaces’, by demographics, March 2013
                                                                                                              • Figure 76: Agreement with the statements ‘I have a cupboard full of cleaning products, some of which are hardly ever used’ and ‘It’s worth buying protective cleaners for furniture and carpets’, by demographics, March 2013

                                                                                                          Companies Covered

                                                                                                          • Asda Group Ltd
                                                                                                          • Challs Ltd.
                                                                                                          • Ecover UK
                                                                                                          • Facebook, Inc.
                                                                                                          • HJ Heinz Company UK
                                                                                                          • J. Sainsbury
                                                                                                          • Marks & Spencer (UK)
                                                                                                          • McBride PLC
                                                                                                          • OzKleen
                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                          • PZ Cussons
                                                                                                          • Reckitt Benckiser (UK)
                                                                                                          • SC Johnson UK
                                                                                                          • Spotless Group Ltd
                                                                                                          • Tesco (UK)
                                                                                                          • The London Oil Refining Company
                                                                                                          • Twitter, Inc.
                                                                                                          • Unilever Bestfoods UK Ltd
                                                                                                          • WD-40 Company
                                                                                                          • Wm Morrison Supermarkets
                                                                                                          • YouTube, Inc.

                                                                                                          Household Polish and Specialist Cleaners - UK - May 2013

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