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Toilet Care - Europe - November 2010

Toilet care is a major household cleaning sector, but growth in the more developed European markets is slow. Consumers have less time to clean and less cash to spend on cleaning products. The major current trend is towards more sustainability: 'chemical' cleaning products are widely perceived as bad for the environment. However, 'green' brands at premium prices remain niche, with their effectiveness under question. The major brands are taking on the sustainability issue, as well as addressing consumer demands for greater effectiveness and ease-of-use. The problem is how to translate added value into value growth.

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In response to increased demand and client feedback, Mintel European FMCG reports now cover more market sectors on a Pan-European scale and are enhanced with even more consumer and market analysis. In 2010, we will publish more than 60 reports across five key FMCG categories, providing insight into the major European markets including the UK, Germany, France, Italy and Spain.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Segment to survive
              • What the customer wants
                • A problem of value
                  • A muted outlook
                  • European Market Size and Forecast

                    • Key points
                        • Figure 1: General purpose cleaners: Value in local currency, 2003-14
                        • Figure 2: General purpose cleaners: Volume. 2003-13
                        • Figure 3: General purpose cleaners: Spend per capita (population). 2003-08
                    • Market Segmentation

                      • Key points
                        • General purpose cleaners
                          • The ‘Big 5’
                            • Figure 4: France – General purpose cleaners: Market segmentation, by value, 2008
                            • Figure 5: Germany – General purpose cleaners: Market segmentation, by value, 2009
                            • Figure 6: Italy – General purpose cleaners: Market segmentation, by value, 2009
                            • Figure 7: Spain – General purpose cleaners: Market segmentation, by Value, 2008
                            • Figure 8: UK – General purpose cleaners: Market segmentation, by value, 2008
                            • Figure 9: UK – Retail Sales of bleach/disinfectant, 2003-13
                            • Figure 10: UK – Bleach/Disinfectant Market segmentation, by value, 2008
                          • Other European countries
                            • Figure 11: Czech Republic – General purpose cleaners: Market segmentation, by value
                            • Figure 12: Poland – General purpose cleaners: Market segmentation, by volume
                            • Figure 13: Slovak Republic – General purpose cleaners: Market segmentation, by value
                            • Figure 14: Turkey – General purpose cleaners: Market segmentation, by volume
                            • Figure 15: Turkey – General purpose cleaners: Market segmentation, by value
                        • Companies and Product Innovation

                          • Key points
                              • Figure 16: Percentage of new product launches, by region, 2009
                              • Figure 17: Percentage of new product launches, by top ten European countries, 2009
                              • Figure 18: Percentage of new product launches, by top five claims by the ‘Big 5’ European countries, 2009
                              • Figure 19: Percentage of new product launches, by top five fragrances, by the ‘Big 5’ European countries 2009
                            • France
                              • Figure 20: Percentage of new product launches, France, 2006-09
                              • Figure 21: Top five claims on new product development, France, 2006-09
                              • Figure 22: Top five fragrances in new product development, France, 2006-09
                            • Most innovative products
                              • Cleaning naturally
                                • Ever greater efficiency
                                  • Odour neutralising remains popular
                                    • Germany
                                      • Figure 23: Percentage of new product launches, Germany, 2006-09
                                      • Figure 24: Top five claims on new product development, Germany, 2006-09
                                      • Figure 25: Top five fragrances on new product development, Germany, 2006-09
                                    • Most innovative products
                                      • Greener cleaners
                                        • Innovation in formats
                                          • Italy
                                            • Figure 26: Percentage of new product launches, Italy, 2006-09
                                            • Figure 27: Top five claims on new product development, Italy, 2006-09
                                            • Figure 28: Top five fragrances on new product development, Italy, 2006-09
                                          • Most innovative products
                                            • Necking it for ease-of-use
                                              • Kinder on the environment
                                                • New formulas – easier cleaning
                                                  • Spain
                                                    • Figure 29: Percentage of new product launches, Spain, 2006-09
                                                    • Figure 30: Top five claims on new product development, Spain, 2006-09
                                                    • Figure 31: Top five fragrances on new product development, Spain, 2006-09
                                                  • Most innovative products
                                                    • Toilet cleaning goes organic
                                                      • And Duck refills go recyclable
                                                        • Odour-neutralising remains popular
                                                          • Multi-purpose ticks all the boxes
                                                            • Playing the ethical card, strongly
                                                              • UK
                                                                  • Figure 32: Percentage of new product launches, UK, 2006-09
                                                                  • Figure 33: Top five claims on new product development, UK, 2006-09
                                                                  • Figure 34: Top five fragrances on new product development, UK, 2006-09
                                                                • Most innovative products
                                                                  • Making it easier
                                                                    • And more hygienic
                                                                      • Sustainable, ethical cleaning
                                                                        • Bigger is better
                                                                          • Limited edition, sustainable simplicity
                                                                          • The Consumer

                                                                            • Key points
                                                                              • Lavatory cleaners
                                                                                • Figure 35: Use lavatory cleaners, by country, 2009
                                                                                • Figure 36: Frequency of use of lavatory cleaners, by country, 2009
                                                                                • Figure 37: Types of lavatory cleaners used, by country, 2009
                                                                              • Flush treatment lavatory products
                                                                                • Figure 38: Use flush treatment lavatory products, by country, 2009
                                                                                • Figure 39: Frequency of use of flush treatment lavatory products, by country, 2009
                                                                                • Figure 40: Types of flush treatment lavatory products used, by country, 2009
                                                                                • Figure 41: Agreement with lifestyle statements, by country, 2009
                                                                              • Lavatory cleaners – trends in usage
                                                                                • Figure 42: Use lavatory cleaners, France, 2005-09
                                                                                • Figure 43: Use lavatory cleaners, Germany, 2005-09
                                                                                • Figure 44: Use lavatory cleaners, Spain, 2005-09
                                                                                • Figure 45: Use lavatory cleaners, GB, 2005-09
                                                                                • Figure 46: Frequency of use of lavatory cleaners, France, 2005-09
                                                                                • Figure 47: Frequency of use of lavatory cleaners, Germany, 2005-09
                                                                                • Figure 48: Frequency of use of lavatory cleaners Spain, 2005-09
                                                                                • Figure 49: Frequency of use of lavatory cleaners, GB, 2005-09
                                                                              • Lavatory cleaners – trends by type
                                                                                • Figure 50: Types of lavatory cleaners used, France, 2005-09
                                                                                • Figure 51: Types of lavatory cleaners used, Germany, 2005-09
                                                                                • Figure 52: Types of lavatory cleaners used, Spain, 2005-09
                                                                                • Figure 53: Types of lavatory cleaners used, GB, 2005-09
                                                                              • Flush treatments – trends in usage
                                                                                • Figure 54: Use flush treatment lavatory products, France, 2005-09
                                                                                • Figure 55: Use flush treatment lavatory products, Germany, 2005-09
                                                                                • Figure 56: Use flush treatment lavatory products, Spain, 2005-09
                                                                                • Figure 57: Use flush treatment lavatory products, GB, 2005-09
                                                                                • Figure 58: Frequency of use of flush treatment lavatory products, France, 2005-09
                                                                                • Figure 59: Frequency of use of flush treatment lavatory products, Germany, 2005-09
                                                                                • Figure 60: Frequency of use of flush treatment lavatory products, Spain, 2005-09
                                                                                • Figure 61: Frequency of use of flush treatment lavatory products, GB, 2005-09
                                                                              • Flush treatments – trends by type
                                                                                • Figure 62: Types of flush treatment lavatory products used, France, 2005-09
                                                                                • Figure 63: Types of flush treatment lavatory products used, Germany, 2005-09
                                                                                • Figure 64: Types of flush treatment lavatory products used, Spain, 2005-09
                                                                                • Figure 65: Types of flush treatment lavatory products used GB, 2005-09
                                                                              • Who uses toilet care?
                                                                              • Appendix – Demographics

                                                                                  • Figure 66: Frequency of use of lavatory cleaners, by demographics, France, 2009
                                                                                  • Figure 67: Frequency of use of flush treatment lavatory products, by demographics, France, 2009
                                                                                  • Figure 68: Frequency of use of lavatory cleaners, by demographics, Germany, 2009
                                                                                  • Figure 69: Frequency of use of flush treatment lavatory products, by demographics, Germany, 2009
                                                                                  • Figure 70: Frequency of use of lavatory cleaners, by demographics, Spain, 2009
                                                                                  • Figure 71: Frequency of use of flush treatment lavatory products, by demographics, Spain, 2009
                                                                                  • Figure 72: Frequency of use of lavatory cleaners, by demographics, GB, 2009
                                                                                  • Figure 73: Frequency of use of flush treatment lavatory products, by demographics, GB, 2009
                                                                              • Appendix – Market Size and Forecast Data

                                                                                  • Figure 74: General purpose cleaners: value in local currency, 2003-14
                                                                                  • Figure 75: General purpose cleaners: Volume, 2003-13
                                                                                  • Figure 76: General purpose cleaners: spend per capita (population). 2003-08

                                                                              Companies Covered

                                                                              To learn more about the companies covered in this report please contact us.

                                                                              Toilet Care - Europe - November 2010

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