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Household Polishes and Specialist Cleaners - UK - May 2011

This report examines the following markets:

Household polishes:

  • furniture polishes, including aerosol format and polishing cloths/wipes
  • floor polishes
  • metal polishes
  • shoe polishes.

Specialist cleaning products:

  • window cleaners
  • oven cleaners (including specialist hob cleaners)
  • carpet and upholstery cleaners
  • limescale removers, including household appliance care
  • drain care (products for unblocking sinks and drains, drain cleaners and fresheners)
  • other specialist cleaning products, including mould and mildew removers and wood washes.

The report excludes all-purpose and kitchen cleaners, bathroom and shower cleaners, toilet care products, bleaches and disinfectants, which are all covered by other Mintel reports.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast UK retail sales of household polishes and specialist cleaning products, 2005-15
            • Slow but steady growth in sales
              • Many small segments add up to significant sales
                • Drain care the biggest segment in specialist cleaning
                  • Market factors
                    • Regular cleaning drives demand
                      • Majority of people want a clean home
                        • More people and homes adds up to more cleaning
                          • Companies, brands and innovation
                            • Reckitt Benckiser and SC Johnson lead the market
                              • Brands dominate in furniture polishes
                                • Speed and ease of use a big focus for NPD
                                  • Advertising focused away from specialist products
                                    • The consumer
                                      • Infrequent usage common feature of market
                                        • Figure 2: Using household polishes or specialist cleaners at least once a week, March 2011
                                      • Majority usually buy branded polishes
                                        • Figure 3: Agreement with statements on shopping for furniture polish, March 2011
                                      • Protecting furniture and freshening the room
                                        • Figure 4: Agreement with statements on polishing/dusting the home, March 2011
                                      • Oven cleaning one of the worst household chores
                                          • Figure 5: Agreement with statements about cleaning the home and other specialist cleaning products, March 2011
                                        • What we think
                                        • Issues in the Market

                                            • How can the market respond to factors limiting growth in sales?
                                              • Does the cleaning market have potential for new segments to develop?
                                                • What is the likely impact of the incomes squeeze on the market?
                                                  • What is the strength of brands versus own-labels in furniture polishes?
                                                    • What factors are most likely to influence purchasing of furniture polish?
                                                      • Which segments of the population offer the best prospects for the future?
                                                      • Future Opportunities

                                                          • Trend: Prepare for the Worst
                                                            • Trend: Extend My Brand
                                                            • Internal Market Environment

                                                              • Key points
                                                                • Household chores drive demand for cleaning products
                                                                  • Figure 6: Amount of time spent on household chores on average weekday (cleaning, washing, gardening, etc), 2006-10
                                                                • A number of cleaning tasks part of a weekly routine
                                                                  • Figure 7: Frequency of undertaking various cleaning tasks in the home, November 2010
                                                                • Few pay for help with household chores
                                                                  • Figure 8: Trends in paid help at home with household chores, 2006-10
                                                                • Strong desire for a clean and tidy home
                                                                  • Figure 9: Attitudes towards household cleaning, 2006-10
                                                                • Range of flooring in need of cleaning
                                                                  • Figure 10: Ownership of flooring, 2006-10
                                                              • Broader Market Environment

                                                                • Key points
                                                                  • More households will mean more cleaning
                                                                    • Figure 11: UK households, by size, 2005-15
                                                                  • Growing population of older cleaners
                                                                    • Figure 12: Trends in the age structure of the UK population, 2005-15
                                                                    • Figure 13: Population trends, by socio-economic group, 2005-15
                                                                  • Falling consumer confidence means focus on value
                                                                    • Figure 14: Trends in how respondents would describe their financial situation, February 2009-April 2011
                                                                    • Figure 15: Trends in the impact of the economic downturn on consumers, February 2009-April 2011
                                                                    • Figure 16: Trends in consumer sentiment for the coming year, February 2009-April 2011
                                                                  • Catering for the needs of working women
                                                                    • Figure 17: Working status of women, 2006-10
                                                                • Strengths and Weaknesses in the Market

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Fluctuations in most innovative segments
                                                                          • Figure 18: New product launches in the UK household polishes and specialist cleaners market, by segment, 2008-10
                                                                        • Getting the job done quickly and easily is the big focus
                                                                          • Figure 19: New product launches in the UK household polishes and specialist cleaners market*, by claims, 2008-10
                                                                        • Increase in own-label activity at start of 2011
                                                                          • Figure 20: New product launches in the UK household polishes and specialist cleaners market*, by brand vs. own-label, 2008-10
                                                                        • New packaging and variants becoming more prominent
                                                                          • Figure 21: New product launches in the UK household polishes and specialist cleaners market*, by launch type, 2008-10
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Cleaning products resilient during the downturn
                                                                            • Figure 22: Comparison of sales of household polishes and specialist cleaners with other household care markets, 2007-10
                                                                          • Specially formulated products losing out
                                                                            • Figure 23: Usage of household cleaners, 2006-10
                                                                            • Figure 24: Use specifically formulated products or multipurpose cleaners, 2006-10
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Slow growth in sales of specialist products
                                                                              • Figure 25: UK retail sales and forecast of household polishes and specialist cleaning products, 2005-15
                                                                            • The future
                                                                              • Figure 26: UK best- and worst-case forecast sales of household polishes and specialist cleaning products, 2005-15
                                                                            • Forecast methodology
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Furniture polish the biggest segment
                                                                                  • Figure 27: Breakdown of UK retail sales of household polishes and specialist cleaning products, by segment, at current prices, 2005-10
                                                                                • Drain care takes largest share of specialist cleaning
                                                                                • Companies and Products

                                                                                    • Figure 28: Leading manufacturers in the household polishes and specialist cleaning products, by brand and product categories, May 2011
                                                                                  • Procter & Gamble
                                                                                    • Reckitt Benckiser
                                                                                      • Robert McBride
                                                                                        • SC Johnson
                                                                                          • Ecover
                                                                                            • Kiwi
                                                                                              • Method Products
                                                                                                • Ozkleen
                                                                                                  • Spotless Punch
                                                                                                    • WD-40
                                                                                                    • Brand Communication and Promotion

                                                                                                      • Key points
                                                                                                        • Very limited advertising for polishes
                                                                                                          • Figure 29: Main media advertising expenditure on furniture, floor and metal polishes, 2007-10
                                                                                                          • Figure 30: Main media advertising on furniture, floor and metal polishes, by advertiser, 2007-10
                                                                                                        • Polishes dwarfed by other cleaning advertising
                                                                                                          • Figure 31: Main media advertising on cleaning, polishing and dyeing, 2007-10
                                                                                                          • Figure 32: Main media advertising expenditure on cleaning, polishing and dyeing products, by advertiser, 2007-10
                                                                                                        • Laundry and dishwashing the biggest categories
                                                                                                          • Figure 33: Main media advertising expenditure on cleaning, polishing and dyeing products, by product category, 2007-10
                                                                                                      • Channels to Market

                                                                                                        • Key points
                                                                                                          • Grocery multiples take lion’s share of spending
                                                                                                            • Figure 34: Retail distribution of household polishes and specialist cleaning products, 2008-10
                                                                                                          • Discount outlets prosper in economic downturn
                                                                                                          • Usage of Polishes and Specialist Cleaners

                                                                                                            • Key points
                                                                                                              • Decline in polishing and dusting
                                                                                                                • Figure 35: Usage of furniture polishes and dusters, 2006-10
                                                                                                                • Figure 36: Types of furniture polishes and dusters used, 2006-10
                                                                                                              • Growth potential for oven cleaners
                                                                                                                • Figure 37: Usage of oven cleaners, 2006-10
                                                                                                              • Wide range of cleaning products used in homes
                                                                                                                • Figure 38: Usage and buying of household polishes and specialist cleaning products, March 2011
                                                                                                              • Infrequent usage common for a range of products
                                                                                                                  • Figure 39: Frequency of using household polishes and specialist cleaning products in the home, March 2011
                                                                                                                  • Figure 40: Repertoire of usage and buying of household polishes and specialist cleaning products, March 2011
                                                                                                                  • Figure 41: Usage and buying of household polishes and specialist cleaning products, by repertoire of usage and buying of household polishes and specialist cleaning products, March 2011
                                                                                                              • Consumer Buying Behaviour for Furniture Polishes

                                                                                                                • Key points
                                                                                                                  • Branded polishes the more popular choice
                                                                                                                      • Figure 42: Agreement with statements on buying furniture polishes, March 2011
                                                                                                                    • Worth paying a bit more for leading brands
                                                                                                                      • Getting a bargain more important than cheapest price
                                                                                                                        • Big demand for anti-static properties in polishes
                                                                                                                        • Cleaning Patterns and Consumer Attitudes – Household Polishes

                                                                                                                          • Key points
                                                                                                                            • Frequent polishing focused on certain items
                                                                                                                                • Figure 43: Agreement with statements on polishing/dusting the home, March 2011
                                                                                                                              • Furniture polishes double up as air fresheners
                                                                                                                                • Not everyone likes polishing and dusting
                                                                                                                                  • Limited opportunities for metal and floor polishes
                                                                                                                                  • Cleaning Patterns and Consumer Attitudes – Other Specialist Cleaning Products

                                                                                                                                    • Key points
                                                                                                                                      • Oven cleaning one of the worst chores
                                                                                                                                          • Figure 44: Agreement with statements about cleaning the home and other specialist cleaning products, March 2011
                                                                                                                                        • Range of carpet and upholstery cleaners used
                                                                                                                                          • More than a third of people have a window cleaner
                                                                                                                                            • Gadgets a future cleaning opportunity
                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                • Figure 45: Time spent on household chores on an average weekday, by demographics, 2010
                                                                                                                                                • Figure 46: Time spent on household chores on an average weekday, by demographics, 2010
                                                                                                                                                • Figure 47: Paid help at home with the household chores, by demographics, 2010
                                                                                                                                                • Figure 48: Agreement with selected lifestyle statements, by demographics, 2010
                                                                                                                                                • Figure 49: Agreement with selected lifestyle statements, by demographics, 2010
                                                                                                                                                • Figure 50: Ownership of flooring, by demographics, 2010
                                                                                                                                            • Appendix – Competitive Context

                                                                                                                                                • Figure 51: Usage of household cleaners, by demographics, 2010
                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                • Figure 52: Best case/worst case forecast for UK retail sales of household polishes and specialist cleaning products, at current prices, 2010-15
                                                                                                                                            • Appendix – Usage of Polishes and Specialist Cleaners

                                                                                                                                                • Figure 53: Usage of furniture polishes and dusters, by demographics, 2010
                                                                                                                                                • Figure 54: Usage of oven cleaners, by demographics, 2010
                                                                                                                                                • Figure 55: Furniture polish usage, by demographics, March 2011
                                                                                                                                                • Figure 56: Floor polish usage, by demographics, March 2011
                                                                                                                                                • Figure 57: Metal polish usage, by demographics, March 2011
                                                                                                                                                • Figure 58: Shoe polish usage, by demographics, March 2011
                                                                                                                                                • Figure 59: Window/glass cleaner usage, by demographics, March 2011
                                                                                                                                                • Figure 60: Oven cleaner usage, by demographics, March 2011
                                                                                                                                                • Figure 61: Carpet cleaner usage, by demographics, March 2011
                                                                                                                                                • Figure 62: Upholstery cleaner usage, by demographics, March 2011
                                                                                                                                                • Figure 63: Limescale remover usage, by demographics, March 2011
                                                                                                                                                • Figure 64: Sink/drain cleaners/unblockers usage, by demographics, March 2011
                                                                                                                                                • Figure 65: Furniture polish usage, by demographics, March 2011
                                                                                                                                                • Figure 66: Floor polish usage, by demographics, March 2011
                                                                                                                                                • Figure 67: Metal polish usage, by demographics, March 2011
                                                                                                                                                • Figure 68: Shoe polish usage, by demographics, March 2011
                                                                                                                                                • Figure 69: Window/glass cleaner usage, by demographics, March 2011
                                                                                                                                                • Figure 70: Oven cleaner usage, by demographics, March 2011
                                                                                                                                                • Figure 71: Carpet cleaner usage, by demographics, March 2011
                                                                                                                                                • Figure 72: Upholstery cleaner usage, by demographics, March 2011
                                                                                                                                                • Figure 73: Limescale remover usage, by demographics, March 2011
                                                                                                                                                • Figure 74: Sink/drain cleaners/unblockers usage, by demographics, March 2011
                                                                                                                                                • Figure 75: Repertoire of usage and buying of household polishes and specialist cleaning products, by demographics, March 2011
                                                                                                                                            • Appendix – Consumer Buying Behaviour

                                                                                                                                                • Figure 76: Agreement with statement ‘It is worth paying a bit more for a leading brand’, by demographics, March 2011
                                                                                                                                                • Figure 77: Agreement with statement ‘Own-label polishes are just as good as the leading brands’, by demographics, March 2011
                                                                                                                                                • Figure 78: Agreement with statement ‘I have tried own-brands that have not performed as well as the leading brands’, by demographics, March 2011
                                                                                                                                                • Figure 79: Agreement with statement ‘I usually wait for the leading brands to be on special offer’, by demographics, March 2011
                                                                                                                                                • Figure 80: Agreement with statement ‘I buy the cheapest furniture polish on the shelf’, by demographics, March 2011
                                                                                                                                                • Figure 81: Agreement with statement ‘I always go back to the same brand of furniture polish’, by demographics, March 2011
                                                                                                                                                • Figure 82: Agreement with statement ‘I prefer polishes with anti-static properties to prevent dust build-up’, by demographics, March 2011
                                                                                                                                                • Figure 83: Agreement with statement ‘I have a favourite fragrance of furniture polish that I buy’, by demographics, March 2011
                                                                                                                                                • Figure 84: Agreement with statement ‘I usually buy own-brand furniture polishes’, by demographics, March 2011
                                                                                                                                                • Figure 85: Agreement with statement ‘I usually buy branded furniture polishes’, by demographics, March 2011
                                                                                                                                                • Figure 86: Agreement with statement ‘I prefer furniture polish wipes rather than aerosols/sprays’, by demographics, March 2011
                                                                                                                                            • Appendix – Attitudes Towards Cleaning

                                                                                                                                                • Figure 87: Agreement with statements on polishing/dusting the home, by demographics, March 2011
                                                                                                                                                • Figure 88: Agreement with statements on polishing/dusting the home, by demographics, March 2011
                                                                                                                                                • Figure 89: Agreement with statements about cleaning the home, by demographics, March 2011
                                                                                                                                                • Figure 90: Agreement with statements about cleaning the home, by demographics, March 2011
                                                                                                                                                • Figure 91: Agreement with statements about cleaning the home, by demographics, March 2011

                                                                                                                                            Companies Covered

                                                                                                                                            • 99p Stores Ltd
                                                                                                                                            • Asda Group Ltd
                                                                                                                                            • Challs Ltd.
                                                                                                                                            • Dylon International Limited
                                                                                                                                            • Ecover UK
                                                                                                                                            • Homepride Ltd
                                                                                                                                            • J. Sainsbury
                                                                                                                                            • John Lewis Plc (department store)
                                                                                                                                            • London Oil Refining Company Limited
                                                                                                                                            • Method Products, Inc.
                                                                                                                                            • OzKleen
                                                                                                                                            • Procter & Gamble UK & Ireland
                                                                                                                                            • Reckitt Benckiser (UK)
                                                                                                                                            • S.C. Johnson & Son, Inc.
                                                                                                                                            • Sara Lee (UK)
                                                                                                                                            • Sara Lee Corporation
                                                                                                                                            • SC Johnson UK
                                                                                                                                            • Spotless Group Ltd
                                                                                                                                            • Spotless Punch Limited
                                                                                                                                            • Tesco Plc
                                                                                                                                            • Unilever Bestfoods UK Ltd
                                                                                                                                            • WD-40 Company
                                                                                                                                            • Wilkinson Hardware Stores Ltd
                                                                                                                                            • Wm Morrison Supermarkets

                                                                                                                                            Household Polishes and Specialist Cleaners - UK - May 2011

                                                                                                                                            £1,750.00 (Excl.Tax)