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Toilet Cleaning and Bleach - US - March 2013

“While new product launches might help to draw attention to the toilet cleaner segment in the short term, new items alone may not be enough to generate long-term growth. The bigger win for marketers and retailers may lie in helping consumers get more out of the products that already are on the shelf.”

– John Owen, Senior Household Analyst

Some questions answered in this report include:

  • How can specialized toilet cleaners compete more effectively against all the different products consumers use to clean toilets?
  • How can bleach continue on a positive course after posting its first sales increase in many years?
  • How widespread is concern that bleach is too harsh for regular use? Will competitive ads describing bleach as harsh strike a nerve?

 

Toilet cleaners and bleach have suffered declining sales over the last several years as budget-conscious consumers have sought to economize on household expenditures. In addition, the category faces competition from a variety of multipurpose cleaning products used for disinfecting and toilet cleaning. A rebound in the bleach segment in 2012, however, broke the downward trend. The reversal points to the potential for focused marketing and new product innovation to increase top-of-mind awareness and reinvigorate sales. To sustain growth over the long run, however, bleach marketers and retailers may need to emphasize more practical advice. A similar approach could also be effective in the toilet cleaners segment, where marketers and retailers have an opportunity to build on the consumer belief that toilets need regular, thorough cleaning.

This report focuses on the use of bleach across household cleaning chores and on the toilet cleaning products segment. The analysis includes the following products segments:

  • Sodium hypochlorite (SHC) bleach
  • toilet bowl cleaner/deodorizer

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of toilet cleaners and bleach, at current prices, 2007-17
                        • Market factors
                          • Figure 2: Median household income, in inflation-adjusted dollars, 2001-11
                        • Market segmentation
                          • Figure 3: Total U.S. retail sales of toilet cleaners and bleach, by segment, at current prices, 2010 and 2012
                        • Retail channels
                          • Figure 4: Total U.S. retail sales of toilet cleaners and bleach, by channel, at current prices, 2010 and 2012
                        • Leading companies
                          • Figure 5: MULO share of toilet cleaners and bleach, by leading companies, 2012
                        • The consumer
                          • Modest decline in bleach usage; toilet cleaners hold steady
                            • Figure 6: Household usage of toilet cleaners and bleach, 2006-12
                          • Regular bleach most likely to be used for laundry-related purposes
                            • Figure 7: Use occasions for bleach and cleaning products containing bleach, November 2012
                          • Attitudes toward bleach/disinfectants
                            • Figure 8: Attitudes toward bleach/disinfectants, November 2012
                          • Specialized toilet cleaners compete with a variety of more general cleaners
                            • Figure 9: Types of products used to clean the toilet, November 2012
                          • Toilet cleaner attribute importance
                            • Figure 10: Toilet cleaner attribute importance, very important, November 2012
                          • Attitudes toward cleaning the toilet
                            • Figure 11: Attitudes toward cleaning the toilet, November 2012
                          • What we think
                          • Issues in the Market

                              • How can specialized toilet cleaners compete more effectively against all the different products consumers use to clean toilets?
                                • How can bleach continue on a positive course after posting its first sales increase in many years?
                                  • How widespread is concern that bleach is too harsh for regular use? Will competitive ads describing bleach as harsh strike a nerve?
                                  • Insights and Opportunities

                                    • Reinvigorating growth in toilet care
                                      • Education on all the options
                                        • Humor and connection
                                          • Targeting men
                                            • Can green toilet cleaners cut it?
                                            • Trend Applications

                                                • Trend: Help Me Help Myself
                                                  • Trend: Extend My Brand
                                                    • Mintel Futures: Human
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Sales turn positive in 2012 after steady declines
                                                          • Figure 12: Total U.S. retail sales and forecast of toilet cleaners and bleach, at current prices, 2007-17
                                                          • Figure 13: Total U.S. retail sales and forecast of toilet cleaners and bleach, at inflation-adjusted prices, 2007-17
                                                        • Fan chart forecast
                                                            • Figure 14: Total U.S. retail sales and fan chart forecast of toilet cleaners and bleach, at current prices, 2007-17
                                                        • Market Drivers

                                                          • Household income stabilizes but remains weak
                                                            • Figure 15: Median household income, in inflation-adjusted dollars, 2001-11
                                                          • Consumer confidence rising but still fragile
                                                            • Figure 16: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
                                                          • Households with kids declining
                                                            • Figure 17: Households, by presence of children, 2002-12
                                                          • Growing influence of Hispanic market
                                                            • Figure 18: Population by race and Hispanic origin, 2007-17
                                                        • Competitive Context

                                                          • Competition from multipurpose cleaning products
                                                            • Figure 19: Types of products used to clean the toilet, November 2012
                                                            • Figure 20: Total U.S. retail sales of household surface cleaners, by segment, at current prices, 2010 and 2012
                                                          • Appealing to the specialty product mindset
                                                          • Segment Performance

                                                            • Key points
                                                              • Bleach back on track, for now, while toilet cleaners continue to decline
                                                                • Figure 21: Total U.S. retail sales of toilet cleaners and bleach, by segment, at current prices, 2010 and 2012
                                                            • Segment Performance—Bleach

                                                              • Key points
                                                                • Sales rebound in 2012 with new concentrated formulas
                                                                  • Figure 22: Total U.S. retail sales and forecast of bleach, at current prices, 2007-17
                                                              • Segment Performance—Toilet Cleaners

                                                                • Key points
                                                                  • Toilet cleaner sales weak in face of competition from multipurpose products
                                                                    • Figure 23: Total U.S. retail sales and forecast of toilet cleaners, at current prices, 2007-17
                                                                • Retail Channels

                                                                  • Key points
                                                                    • Other channels lead the way in total sales
                                                                      • Figure 24: Total U.S. retail sales of toilet cleaners and bleach, by channel, at current prices, 2010 and 2012
                                                                    • Other channels experience big turnaround
                                                                      • Supermarkets see drop in category sales
                                                                        • Drug stores struggle to compete
                                                                          • Figure 25: Total U.S. retail sales of toilet cleaners and bleach, by channel, at current prices, 2007-12
                                                                      • Leading Companies

                                                                        • Key points
                                                                          • Clorox leads toilet cleaners and bleach as well as surface cleaners overall
                                                                            • Figure 26: MULO sales and share of toilet cleaners and bleach, by leading companies, 2011 and 2012
                                                                        • Brand Share—Bleach

                                                                          • Key points
                                                                            • Clorox helps to reverse segment decline but loses market share
                                                                              • Clorox focuses on innovation to defend share and expand use of bleach
                                                                                • Manufacturer sales of bleach
                                                                                  • Figure 27: MULO sales and share of bleach, by leading companies and brands, 2011 and 2012
                                                                              • Brand Share—Toilet Cleaners

                                                                                • Key points
                                                                                  • Lysol gains on Clorox with existing products and new Power & Free line
                                                                                    • Scrubbing Bubbles tackles the task of toilet cleaning
                                                                                      • Manufacturer sales of toilet cleaners
                                                                                        • Figure 28: MULO sales and share of toilet cleaners, by leading companies and brands, 2011 and 2012
                                                                                    • Innovations and Innovators

                                                                                      • Cleaning power for tough stains and limescale
                                                                                        • Convenience and ease of use
                                                                                          • Eco-friendly alternatives
                                                                                            • One for the boys
                                                                                              • Bleach in a new form
                                                                                              • Marketing Strategies

                                                                                                • Clorox: Introduce bleach to a new generation of consumers
                                                                                                  • Figure 29: Clorox bleach “Bleach it Away: Mommy I Went Potty” TV ad, 2012
                                                                                                • Trade on long-term brand equity
                                                                                                  • Figure 30: Clorox toilet cleaners “commode, potty, john, loo” TV ad, 2012
                                                                                                • Lysol: Exploit bleach’s perceived liabilities
                                                                                                  • Removes stains better than bleach
                                                                                                    • Figure 31: Lysol Complete “Do the Whole Job” TV ad, 2012
                                                                                                  • Less harsh than bleach
                                                                                                    • Figure 32: Lysol Power & Free “Change the Way We Clean” TV ad, 2012
                                                                                                  • Scrubbing Bubbles: Minimize the chore of toilet cleaning
                                                                                                    • Figure 33: Scrubbing Bubbles Fresh Brush and Toilet Cleaning Gel “Did the Trick Without the Ick” TV ad, 2012
                                                                                                • Usage of Toilet Cleaners and Bleach

                                                                                                  • Key points
                                                                                                    • Bleach experiences modest decline in usage
                                                                                                      • In-bowl toilet cleaners more popular than in-tank options
                                                                                                        • Figure 34: Household usage of toilet cleaners and bleach, 2006-12
                                                                                                      • Young adults less likely to use bleach
                                                                                                        • Figure 35: Household usage of toilet cleaners and bleach, by age, August 2011-August 2012
                                                                                                      • Incidence increases with household size
                                                                                                        • Figure 36: Household usage of toilet cleaners and bleach, by household size, August 2011-August 2012
                                                                                                    • Use Occasions for Bleach and Cleaning Products with Bleach

                                                                                                      • Key points
                                                                                                        • Regular bleach most likely to be used for laundry-related purposes
                                                                                                          • Figure 37: Use occasions for bleach and cleaning products containing bleach, November 2012
                                                                                                        • Lower-income households more likely to use bleach for household cleaning
                                                                                                          • Figure 38: Use occasions for bleach, by household income, November 2012
                                                                                                      • Attitudes Toward Bleach/Disinfectants

                                                                                                        • Key points
                                                                                                          • Disinfection is important to family health
                                                                                                            • Bleach gets credit for versatility
                                                                                                              • Relatively few concerned about harshness or safety of bleach
                                                                                                                • Figure 39: Attitudes toward bleach/disinfectants, by gender and age, November 2012
                                                                                                              • Lower-income consumers view bleach as a versatile household cleaner
                                                                                                                • Figure 40: Attitudes toward bleach/disinfectants, by household income, November 2012
                                                                                                            • Toilet Cleaning and Product Purchasing Responsibility

                                                                                                              • Women still more likely to clean and shop, but gender roles may be shifting
                                                                                                                • Figure 41: toilet cleaning and product purchasing responsibility, by gender and age, November 2012
                                                                                                            • Types of Products Used to Clean the Toilet

                                                                                                              • Key points
                                                                                                                • Specialized toilet cleaners compete with a variety of general cleaners
                                                                                                                  • Figure 42: Types of products used to clean the toilet, by gender and age, November 2012
                                                                                                                • Higher-income consumers more likely to use specialized products
                                                                                                                  • Figure 43: Types of products used to clean the toilet, by household income, November 2012
                                                                                                                • Larger households opt for convenience
                                                                                                                  • Figure 44: Types of products used to clean the toilet, by household size, November 2012
                                                                                                              • Toilet Cleaner Attribute Importance

                                                                                                                • Key points
                                                                                                                  • Germ killing and stain removal are the bottom line in toilet cleaning
                                                                                                                    • Longer lasting and limescale treatment also important
                                                                                                                      • Product function and form attributes of moderate importance
                                                                                                                        • Figure 45: Toilet cleaner attribute importance, November 2012
                                                                                                                      • Gender differences in attribute importance minimal among young adults
                                                                                                                        • Figure 46: Toilet cleaner attribute importance, by gender and age, November 2012
                                                                                                                      • Larger households more likely to place importance on most attributes
                                                                                                                        • Figure 47: Toilet cleaner attribute importance, by gender and age, November 2012
                                                                                                                    • Attitudes Toward Cleaning the Toilet

                                                                                                                      • Key points
                                                                                                                        • Need for thorough and regular toilet cleaning acknowledged
                                                                                                                          • Shiny and stain-free bowl a more important cue than a fresh scent
                                                                                                                            • Store brand toilet cleaners get relatively little credit for effectiveness
                                                                                                                              • Figure 48: Attitudes toward cleaning the toilet, by gender and age, November 2012
                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                            • Key points
                                                                                                                              • Black and Hispanic consumers especially engaged in home care
                                                                                                                                • Figure 49: General household care attitudes—strongly agree, by home care segments, November 2012
                                                                                                                              • Black consumers more likely to use bleach in laundry and cleaning
                                                                                                                                • Figure 50: Use occasions for bleach, by race and Hispanic origin, November 2012
                                                                                                                                • Figure 51: Use occasions for cleaning products with bleach, by race and Hispanic origin, November 2012
                                                                                                                              • For black consumers, bleach/disinfectants important to family health
                                                                                                                                • Figure 52: Attitudes toward bleach/disinfectants, by race and Hispanic origin, November 2012
                                                                                                                              • Black consumers use wide variety of products to clean toilet
                                                                                                                                • Figure 53: Types of products used to clean the toilet, by race and Hispanic origin, November 2012
                                                                                                                              • Black and Hispanic consumers hold toilet cleaners to high standards
                                                                                                                                • Figure 54: Toilet cleaner attribute importance, by race and Hispanic origin, November 2012
                                                                                                                              • Emphasizing scent to reach black and Hispanic consumers
                                                                                                                                • Figure 55: Attitudes toward cleaning the toilet, by race and Hispanic origin, November 2012
                                                                                                                            • Home Care Segmentation Analysis

                                                                                                                                • Figure 56: Home care segments, November 2012
                                                                                                                              • Easy Greens
                                                                                                                                • Demographics
                                                                                                                                  • Approach to home care
                                                                                                                                    • Attitudes and behaviors toward toilet cleaning and bleach
                                                                                                                                      • Opportunity
                                                                                                                                        • Unmoveds
                                                                                                                                          • Demographics
                                                                                                                                            • Approach to home care
                                                                                                                                              • Attitudes and behaviors toward toilet cleaning and bleach
                                                                                                                                                • Opportunity
                                                                                                                                                  • Deep Cleaners
                                                                                                                                                    • Demographics
                                                                                                                                                      • Approach to home care
                                                                                                                                                        • Attitudes and behaviors toward toilet cleaning and bleach
                                                                                                                                                          • Easy Does Its
                                                                                                                                                            • Demographics
                                                                                                                                                              • Approach to home care
                                                                                                                                                                • Attitudes and behaviors toward toilet cleaning and bleach
                                                                                                                                                                  • Opportunity
                                                                                                                                                                    • Home care segment consumer tables
                                                                                                                                                                      • Figure 57: General household care attitudes—strongly agree, by home care segments, November 2012
                                                                                                                                                                      • Figure 58: General household care attitudes—any agree, by home care segments, November 2012
                                                                                                                                                                      • Figure 59: Use occasions for bleach, by home care segments, November 2012
                                                                                                                                                                      • Figure 60: Use occasions for cleaning products with bleach, by home care segments, November 2012
                                                                                                                                                                      • Figure 61: Attitudes toward bleach/disinfectants, by home care segments, November 2012
                                                                                                                                                                      • Figure 62: Types of products used to clean the toilet, by home care segments, November 2012
                                                                                                                                                                      • Figure 63: Toilet cleaner attribute importance, by home care segments, November 2012
                                                                                                                                                                      • Figure 64: Attitudes toward cleaning the toilet, by home care segments, November 2012
                                                                                                                                                                    • Home care segment demographic tables
                                                                                                                                                                      • Figure 65: Home care segments, by demographic, November 2012
                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                    • SmyphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                        • Overview of bleach
                                                                                                                                                                          • SHC bleach
                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                              • Brand map
                                                                                                                                                                                • Figure 66: Brand map, selected brands of bleach buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                  • Figure 67: Key purchase measures for the top brands of bleach, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                • Overview of household cleaners
                                                                                                                                                                                  • Toilet bowl cleaner/deodorizer
                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                      • Brand map
                                                                                                                                                                                        • Figure 68: Brand map, selected brands of toilet bowl cleaner buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                          • Figure 69: Key purchase measures for the top brands of toilet bowl cleaner, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                        • Younger adults in all groups less likely to use bleach in the laundry room
                                                                                                                                                                                            • Figure 70: Use occasions for bleach, by race/Hispanic origin and age, November 2012
                                                                                                                                                                                          • Older in all groups more likely to value versatility of bleach
                                                                                                                                                                                            • Figure 71: Attitudes toward bleach/disinfectants, by race/Hispanic origin and age, November 2012
                                                                                                                                                                                          • Younger black consumers interested in convenient all-purpose toilet cleaners
                                                                                                                                                                                            • Figure 72: Types of products used to clean the toilet, by race/Hispanic origin and age, November 2012
                                                                                                                                                                                          • Young adults in all groups less likely to value frequent toilet cleaning
                                                                                                                                                                                              • Figure 73: Attitudes toward cleaning the toilet, by race and Hispanic origin, November 2012
                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                              • Figure 74: Use occasions for bleach, by gender and age, November 2012
                                                                                                                                                                                              • Figure 75: Use occasions for bleach, by household size, November 2012
                                                                                                                                                                                              • Figure 76: Use occasions for cleaning products with bleach, by gender and age, November 2012
                                                                                                                                                                                              • Figure 77: Use occasions for cleaning products with bleach, by household income, November 2012
                                                                                                                                                                                              • Figure 78: Use occasions for cleaning products with bleach, by household size, November 2012
                                                                                                                                                                                              • Figure 79: Attitudes toward bleach/disinfectants, by household size, November 2012
                                                                                                                                                                                              • Figure 80: Toilet cleaner attribute importance, by household income, November 2012
                                                                                                                                                                                              • Figure 81: Attitudes toward cleaning the toilet, by household income, November 2012
                                                                                                                                                                                              • Figure 82: Attitudes toward cleaning the toilet, by household size, November 2012
                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Clorox Company , The
                                                                                                                                                                                            • Ecover Inc.
                                                                                                                                                                                            • Newell Rubbermaid Inc.
                                                                                                                                                                                            • Reckitt Benckiser USA
                                                                                                                                                                                            • SC Johnson
                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                            • Williams-Sonoma, Inc

                                                                                                                                                                                            Toilet Cleaning and Bleach - US - March 2013

                                                                                                                                                                                            US $3,995.00 (Excl.Tax)