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The Private Label Household Care Consumer - UK - April 2014

“The finding that such large proportions of people have noticed improvements to own-label household care products in terms of quality and selection in recent years gives grounds for optimism, as does the number of people who think further improvements would tempt them to buy more own-label versions of products. Raising awareness of what own-label has to offer and using in-store marketing to encourage trial and repeat purchasing, including through injecting more personality into ranges, will be vital for increasing sales.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • Why has private label not gained ground during the economic downturn?
  • How can retailers overcome barriers to own-label sales growth?
  • How can perceptions of own-label be changed to drive increased sales?

The market for private label household care products was worth £1.41 billion in 2013, but sales were down by compared with 2012 as the value of own-label sales continued to be hit by heavy promotional activity by manufacturers of branded products in the sector. NPD activity continues to improve the own-label offer, but shoppers are spurning this for discounts on branded products.

The challenge is to grow own-label from its current share of the household care market, and to do this retailers need to further change perceptions of their own products. NPD needs to be more strongly communicated to shoppers to encourage them to take what they may see as a risk and switch to own-label from their favourite brands.

Lower prices are clearly not enough to increase market share in this market, especially if any savings are wiped out by offers on branded products, so own-label products need to also demonstrate more clearly and strongly that they measure up with the brands in terms of quality.

This report looks at the contribution of own-label in all the categories making up the private label household care market, where people buy own-label, what would encourage them to buy more and their perceptions of and attitudes towards the ranges currently on offer.


Definitions:

Manufacturer brands: products which are available in most grocery stores and can be brand leaders or secondary brands. Examples include Persil, Fairy and Dettol.

Private label: brands which are controlled and managed by retailers, carrying either the retailer’s name or an exclusively created name. This group includes tertiary/venture brands which are exclusively made for a retailer such as Tesco’s Daisy ‘discounter’ brand.

Own-label: products which carry the retailer’s name, with sub-brands segmented according to considerations such as being more environmentally friendly and added-value product benefits. Examples include the Tesco Expert range and Asda Chosen by You Eco-Friendly.

Standard own-label: products positioned as retailers’ core range with a mid-tier price generally covering the majority of product markets. Examples include By Sainsbury’s and Asda Chosen by You.

Value/economy own-label: products positioned at the lower end of the price spectrum, serving as the opening price point in each category. Examples include Sainsbury’s Basics and Tesco Everyday Value.

Purchasing of own-label products in the following product categories:

  • Fabric care
  • Dishwashing products 
  • Hard surface care 
  • Toilet care Air care 
  • Household paper products (toilet tissue, kitchen roll, facial tissues) 
  • Cleaning equipment


Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market sizes at constant 2013 prices are calculated using Mintel’s Household Goods deflator.

Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.

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Table of contents

  1. Introduction

      • Hypothesis of report
        • Definitions
          • Abbreviations
          • Executive Summary

              • Market size
                • Figure 1: Best- and worst-case forecast of UK retail value sales of private label household care products*, 2008-18
              • Decline in sales of own-label products
                • Household paper by far the biggest sector
                  • Figure 2: Breakdown of UK retail value sales of private label household care products, 2013
                • Market factors
                  • More households to boost household care spending
                    • Economy picks up but savvy shopping here to stay
                      • Companies, brands and innovation
                        • Private label accounts for majority of launches
                          • Figure 3: Breakdown of new private label launches in the household care market*, by company, 2009-13
                        • Little household care-specific advertising for own-label
                          • The consumer
                            • Wide variation by category in buying own-label
                              • Figure 4: Proportion of buyers typically buying own-label versions of product, by category, February 2014
                            • Big four grocers top destinations for own-label purchasing
                              • Figure 5: Retailers used for purchasing own-label household care products, February 2014
                            • Communicating benefits key to encouraging buying
                              • Figure 6: Factors that would encourage own-brand purchasing of household care products, February 2014
                            • Own-label stands for value for money
                              • Improvements to own-label seen in recent years
                                • Figure 7: Attitudes towards branded and own-label household care products, February 2014
                              • What we think
                              • Issues and Insights

                                  • Why private label has not gained ground during the economic downturn
                                    • The facts
                                      • The implications
                                        • How retailers can overcome barriers to own-label sales growth
                                          • The facts
                                            • The implications
                                              • Changing perceptions of own-label to drive increased sales
                                                • The facts
                                                  • The implications
                                                  • Trend Application

                                                      • Trend: Prove It
                                                        • Trend: Nouveau Poor
                                                          • Trend: Collective Intelligence
                                                          • Market Drivers

                                                            • Key points
                                                              • More households to boost household care spending
                                                                • Figure 8: UK households, by size, 2008-18
                                                              • Population growth to help drive increased sales
                                                                • Figure 9: Trends in the age structure of the UK population, 2008-18
                                                              • UK economic recovery gathers strength
                                                                • Figure 10: GDP quarterly percentage change, Q1 2009-Q4 2013
                                                                • Figure 11: Comparison of consumer price inflation and total wage growth, January 2013-January 2014
                                                              • More people feeling confident about the coming year
                                                                • Figure 12: Trends in how respondents would describe their financial situation, February 2009-January 2014
                                                                • Figure 13: Trends in consumer sentiment for the coming year, February 2009-January 2014
                                                              • Buying on special offer a big feature of shopping behaviour
                                                                • Figure 14: Savvy shopping habits in the last 12 months, October 2013
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Private label accounts for majority of new launches
                                                                  • Figure 15: New product launches in the household care market*, branded vs private label, 2009-13
                                                                • Three categories dominate private label launch activity
                                                                  • Figure 16: Breakdown of private label launches in the household care market, by product category, % of private label launches, 2009-13
                                                                  • Figure 17: Breakdown of private label launches in the household care market, by top 10 sub-categories, % of private label launches, 2009-13
                                                                  • Figure 18: Proportion of new launches that are private label in top 10 sub-categories for private label launches, % of new variants launches in selected categories, 2009-13
                                                                • Tesco led 2013 new launch activity
                                                                  • Figure 19: Breakdown of new private label launches in the household care market*, by company, 2009-13
                                                                  • Figure 20: Breakdown of new private label launches in the household care market* graph, by company, 2009-13
                                                                • Increased focus on being ethical and economical
                                                                  • Figure 21: New private label product launches in the household care market*, % share by claim, 2009-13
                                                                  • Figure 22: Top 10 claims of product launches in the household care market* – private label vs branded, 2013
                                                                • Shift towards range extensions and relaunches
                                                                  • Figure 23: New private label product launches in the household care market*, % share by launch type, 2009-13
                                                                  • Figure 24: Product launches in the household care market*, by launch type – private label vs branded, 2013
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Own-label sales hit by heavy promotional activity
                                                                    • Figure 25: UK retail value sales of private label household care products*, at current and constant prices, 2008-18
                                                                  • The future
                                                                    • Figure 26: Best- and worst-case forecast of UK retail value sales of private label household care products*, at current and constant prices, 2008-18
                                                                  • Forecast methodology
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Household paper takes over half of own-label sales
                                                                        • Figure 27: UK retail value sales of private label household care products, by category, 2012 and 2013
                                                                        • Figure 28: Share of UK retail value sales taken by own-label in the household care market, by category, 2012 and 2013
                                                                    • Companies and Products

                                                                      • Overview
                                                                        • Figure 29: Comparison of UK sales and number of outlets for leading retailers selling private label household care products, 2009-13
                                                                      • Aldi
                                                                          • Figure 30: Private label product offering of Aldi in household care, 2014
                                                                        • Asda
                                                                            • Figure 31: Private label product offering of Asda in household care, 2014
                                                                          • The Co-operative Food
                                                                              • Figure 32: Private label product offering of Co-operative Group in household care, 2014
                                                                            • Lidl
                                                                                • Figure 33: Private label product offering of Lidl in household care, 2014
                                                                              • Marks & Spencer
                                                                                • Morrisons
                                                                                  • Sainsbury’s
                                                                                      • Figure 34: Private label product offering of Sainsbury’s in household care, 2014
                                                                                    • Tesco
                                                                                        • Figure 35: Private label product offering of Tesco in household care, 2014
                                                                                      • Waitrose
                                                                                        • Wilkinson Hardware Stores
                                                                                        • Brand Communication and Promotion

                                                                                          • Key points
                                                                                            • Six big manufacturers dominate advertising
                                                                                              • Figure 36: Main media advertising expenditure on household care products*, by advertiser, 2010-13
                                                                                              • Figure 37: Main media advertising expenditure on household care products*, by retailers and other companies, 2010-13
                                                                                              • Figure 38: Main media advertising expenditure on household care products* by retailers, by month, 2013,
                                                                                            • Most retailers’ advertising in support of brands
                                                                                              • Figure 39: Non-brand-specific* main media advertising expenditure on household care products**, by retailer, 2010-13
                                                                                          • The Consumer – Purchasing Patterns

                                                                                            • Key points
                                                                                              • Branded products more popular in most categories
                                                                                                • Figure 40: Purchasing of own-label and branded household care products, by category, February 2014
                                                                                              • Own-label strongest in kitchen roll and bleach
                                                                                                  • Figure 41: Proportion of buyers typically buying own-label versions of product, by category, February 2014
                                                                                                  • Figure 42: Any purchasing of own-label and branded household care products, by category, February 2014
                                                                                                • Nearly half buy own-label in seven or more categories
                                                                                                  • Figure 43: Number of categories where own-label and branded products bought, February 2014
                                                                                              • The Consumer – Retailers Used for Buying Own-brand Household Care Products

                                                                                                • Key points
                                                                                                  • Big supermarkets dominate own-label purchasing
                                                                                                    • Figure 44: Retailers used for purchasing own-label household care products, February 2014
                                                                                                  • Shoppers at grocery discounters buy most own-label
                                                                                                    • Figure 45: Number of categories where own-label bought, by most popular retailers used for purchasing own-label household care products, February 2014
                                                                                                  • Four in 10 stick to one store for own-label purchases
                                                                                                    • Figure 46: Number of different retailers used for buying own-label products, February 2014
                                                                                                    • Figure 47: Number of different retailers used for buying own-label products, by most popular retailers used for purchasing own-label household care products, February 2014
                                                                                                • The Consumer – Changes in Purchasing Own-label Products

                                                                                                  • Key points
                                                                                                    • Number of own-label products purchased increases
                                                                                                      • Figure 48: Changes in purchasing of own-label household care products, February 2014
                                                                                                      • Figure 49: Balance of those increasing and decreasing purchasing of own-label household care products compared with a year ago, February 2014
                                                                                                  • The Consumer – Factors That Would Encourage Purchasing of Own-label Products

                                                                                                    • Key points
                                                                                                      • Saving money the biggest motivation to buy
                                                                                                        • Figure 50: Factors that would encourage own-brand purchasing of household care products, February 2014
                                                                                                      • Proving product quality key to own-label success
                                                                                                          • Figure 51: Product improvements that would encourage more purchasing of own-label household care products, by age, February 2014
                                                                                                        • Choice of products and formats less of an issue
                                                                                                            • Figure 52: Factors that would encourage own-brand purchasing, by number of categories where own-label bought, February 2014
                                                                                                        • The Consumer – Perceptions of Branded and Own-label Products

                                                                                                          • Key points
                                                                                                            • Branded products have much stronger appeal
                                                                                                              • Figure 53: Perceptions of branded and own-label products, February 2014
                                                                                                            • Own-label scores high on value for money
                                                                                                              • Correspondence analysis
                                                                                                                  • Figure 54: Correspondence analysis, February 2014
                                                                                                                • Shoppers at discounters rate own-label ranges more highly
                                                                                                                • The Consumer – Attitudes towards Own-label and Branded Household Care Products

                                                                                                                  • Key points
                                                                                                                    • Shoppers seeing improvements to own-label ranges
                                                                                                                      • Figure 55: Attitudes towards branded and own-label household care products, February 2014
                                                                                                                    • Special offers holding back own-label growth
                                                                                                                      • Promoting the innovation of own-label products
                                                                                                                        • Sacrificing quality (or not) to save money
                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                            • Figure 56: Best- and worst-case forecast for UK retail value sales of private label household care products*, at current prices, 2013-18
                                                                                                                        • Appendix – Who’s Innovating?

                                                                                                                            • Figure 57: New product launches in the household care market*, % share of launches by month, 2013
                                                                                                                        • Appendix – The Consumer – Purchasing Patterns

                                                                                                                            • Figure 58: Purchasing of own-label and branded household care products, by category, February 2014
                                                                                                                            • Figure 59: Purchasing of own-label and branded household care products, by category – Toilet tissue, by demographics, February 2014
                                                                                                                            • Figure 60: Purchasing of own-label and branded household care products, by category – Washing-up liquid, by demographics, February 2014
                                                                                                                            • Figure 61: Purchasing of own-label and branded household care products, by category – Laundry detergent, by demographics, February 2014
                                                                                                                            • Figure 62: Purchasing of own-label and branded household care products, by category – Multipurpose cleaners, by demographics, February 2014
                                                                                                                            • Figure 63: Purchasing of own-label and branded household care products, by category – Bleach, by demographics, February 2014
                                                                                                                            • Figure 64: Purchasing of own-label and branded household care products, by category – Kitchen roll, by demographics, February 2014
                                                                                                                            • Figure 65: Purchasing of own-label and branded household care products, by category – Liquid/gel toilet cleaners, by demographics, February 2014
                                                                                                                            • Figure 66: Purchasing of own-label and branded household care products, by category – Fabric conditioner, by demographics, February 2014
                                                                                                                            • Figure 67: Purchasing of own-label and branded household care products, by category – Air fresheners, by demographics, February 2014
                                                                                                                            • Figure 68: Purchasing of own-label and branded household care products, by category – Furniture polish, by demographics, February 2014
                                                                                                                            • Figure 69: Purchasing of own-label and branded household care products, by category – Facial tissues, by demographics, February 2014
                                                                                                                            • Figure 70: Purchasing of own-label and branded household care products, by category – Dishwasher detergent, by demographics, February 2014
                                                                                                                          • Repertoire of purchasing patterns for own-label household care products
                                                                                                                            • Figure 71: Number of categories where own-label bought, February 2014
                                                                                                                            • Figure 72: Number of categories where own-label bought, by demographics, February 2014
                                                                                                                          • Repertoire of purchasing patterns for branded care products
                                                                                                                            • Figure 73: Number of categories where branded products bought, February 2014
                                                                                                                            • Figure 74: Number of categories where branded products bought, by demographics, February 2014
                                                                                                                        • Appendix – The Consumer – Retailers Used for Buying Own-brand Household Care Products

                                                                                                                            • Figure 75: Retailers used for purchasing own-label household care products, February 2014
                                                                                                                            • Figure 76: Retailers used for purchasing own-label household care products, by demographics, February 2014
                                                                                                                            • Figure 77: Retailers used for purchasing own-label household care products, by demographics, February 2014 (continued)
                                                                                                                            • Figure 78: Retailers used for purchasing own-label household care products, by demographics, February 2014 (continued)
                                                                                                                          • Repertoire of retailers used for own-brand household care products
                                                                                                                            • Figure 79: Number of different retailers used for buying own-label products, February 2014
                                                                                                                            • Figure 80: Number of different retailers used for buying own-label products, by demographics, February 2014
                                                                                                                            • Figure 81: Retailers used for purchasing own-label household care products, by number of different retailers used for buying own-label products, February 2014
                                                                                                                            • Figure 82: Number of categories where branded products bought, by most popular retailers used for purchasing own-label household care products, February 2014
                                                                                                                        • Appendix – The Consumer – Changes in Purchasing Own-label Products

                                                                                                                            • Figure 83: Changes in purchasing of own-label household care products, February 2014
                                                                                                                            • Figure 84: Changes in purchasing of own-label household care products – Toilet tissue, by demographics, February 2014
                                                                                                                            • Figure 85: Changes in purchasing of own-label household care products – Kitchen roll, by demographics, February 2014
                                                                                                                            • Figure 86: Changes in purchasing of own-label household care products – Facial tissues, by demographics, February 2014
                                                                                                                            • Figure 87: Changes in purchasing of own-label household care products – Bleach, by demographics, February 2014
                                                                                                                            • Figure 88: Changes in purchasing of own-label household care products – Liquid/gel toilet cleaners, by demographics, February 2014
                                                                                                                            • Figure 89: Changes in purchasing of own-label household care products – Multipurpose cleaners, by demographics, February 2014
                                                                                                                            • Figure 90: Changes in purchasing of own-label household care products – Furniture polish, by demographics, February 2014
                                                                                                                            • Figure 91: Changes in purchasing of own-label household care products – Laundry detergent, by demographics, February 2014
                                                                                                                            • Figure 92: Changes in purchasing of own-label household care products – Fabric conditioner, by demographics, February 2014
                                                                                                                            • Figure 93: Changes in purchasing of own-label household care products – Washing-up liquid, by demographics, February 2014
                                                                                                                            • Figure 94: Changes in purchasing of own-label household care products – Dishwasher detergent, by demographics, February 2014
                                                                                                                            • Figure 95: Changes in purchasing of own-label household care products – Air fresheners, by demographics, February 2014
                                                                                                                        • Appendix – The Consumer – Factors That Would Encourage Purchasing of Own-label Products

                                                                                                                            • Figure 96: Factors that would encourage own-brand purchasing, February 2014
                                                                                                                            • Figure 97: Factors that would encourage own-brand purchasing, by demographics, February 2014
                                                                                                                            • Figure 98: Factors that would encourage own-brand purchasing, by demographics, February 2014 (continued)
                                                                                                                            • Figure 99: Factors that would encourage own-brand purchasing, by retailers used for purchasing own-label household care products, February 2014
                                                                                                                            • Figure 100: Factors that would encourage own-brand purchasing, by retailers used for purchasing own-label household care products, February 2014 (continued)
                                                                                                                            • Figure 101: Factors that would encourage own-brand purchasing, by number of categories where branded products bought, February 2014
                                                                                                                            • Figure 102: Factors that would encourage own-brand purchasing, by number of different retailers used for buying own-label products, February 2014
                                                                                                                            • Figure 103: Retailers used for purchasing own-label household care products, by factors that would encourage own-brand purchasing, February 2014
                                                                                                                            • Figure 104: Retailers used for purchasing own-label household care products, by factors that would encourage own-brand purchasing, February 2014 (continued)
                                                                                                                        • Appendix – The Consumer – Perceptions of Branded and Own-label Products

                                                                                                                            • Figure 105: Perceptions of branded and own-label products, February 2014
                                                                                                                            • Figure 106: Perceptions of branded and own-label products – High quality, by demographics, February 2014
                                                                                                                            • Figure 107: Perceptions of branded and own-label products – I feel confident using, by demographics, February 2014
                                                                                                                            • Figure 108: Perceptions of branded and own-label products – Overpriced, by demographics, February 2014
                                                                                                                            • Figure 109: Perceptions of branded and own-label products – I trust them to work, by demographics, February 2014
                                                                                                                            • Figure 110: Perceptions of branded and own-label products – Offers a wide variety of choice, by demographics, February 2014
                                                                                                                            • Figure 111: Perceptions of branded and own-label products – Value for money, by demographics, February 2014
                                                                                                                            • Figure 112: Perceptions of branded and own-label products – Innovative, by demographics, February 2014
                                                                                                                            • Figure 113: Perceptions of branded and own-label products – Ethically responsible, by demographics, February 2014
                                                                                                                            • Figure 114: Perceptions of branded and own-label products – Cares about my health/wellbeing, by demographics, February 2014
                                                                                                                            • Figure 115: Perceptions of branded and own-label products – Engaging, by demographics, February 2014
                                                                                                                            • Figure 116: Perceptions of branded and own-label products – Unappealing, by demographics, February 2014
                                                                                                                            • Figure 117: Perceptions of branded and own-label products – None of these, by demographics, February 2014
                                                                                                                            • Figure 118: Perceptions of branded and own-label products, by most popular retailers used for purchasing own-label household care products, February 2014
                                                                                                                            • Figure 119: Perceptions of branded and own-label products, by next most popular retailers used for purchasing own-label household care products, February 2014
                                                                                                                        • Appendix – The Consumer – Attitudes towards Own-label and Branded Household Care Products

                                                                                                                            • Figure 120: Attitudes towards branded and own-label household care products, February 2014
                                                                                                                            • Figure 121: Attitudes towards branded and own-label household care products, by demographics, February 2014
                                                                                                                            • Figure 122: Attitudes towards branded and own-label household care products, by demographics, February 2014 (continued)
                                                                                                                            • Figure 123: Attitudes towards branded and own-label household care products, by demographics, February 2014 (continued)
                                                                                                                            • Figure 124: Attitudes towards branded and own-label household care products, by retailers used for purchasing own-label household care products, February 2014
                                                                                                                            • Figure 125: Attitudes towards branded and own-label household care products, by retailers used for purchasing own-label household care products, February 2014 (continued)

                                                                                                                        Companies Covered

                                                                                                                        • Aldi
                                                                                                                        • Asda Group Ltd
                                                                                                                        • Facebook, Inc.
                                                                                                                        • J. Sainsbury
                                                                                                                        • John Lewis Partnership
                                                                                                                        • Lidl (UK)
                                                                                                                        • Little Waitrose
                                                                                                                        • Marks & Spencer
                                                                                                                        • Morrisons M Local
                                                                                                                        • Ocado Retail Ltd
                                                                                                                        • Somerfield
                                                                                                                        • Tesco Plc
                                                                                                                        • Waitrose
                                                                                                                        • Walmart Stores (USA)
                                                                                                                        • Wilkinson Hardware Stores Ltd
                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                        • Woolworths

                                                                                                                        The Private Label Household Care Consumer - UK - April 2014

                                                                                                                        £1,995.00 (Excl.Tax)