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Toilet Cleaning and Care - UK - September 2011

The report examines the retail market for the following products:

  • toilet cleaners, including liquids/gels and flushable toilet wipes
  • in-bowl rim blocks and liquids/gels
  • in-cistern blocks
  • implements, including disposable brushes and refills.

Liquid bleaches and disinfectants that are often used for toilet cleaning are not part of the market size for this report, but are discussed as part of the consumer research into toilet cleaning, as are multipurpose cleaners (including wipes) that are also sometimes used on the toilet.

Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market sizes at constant 2011 prices are calculated using Mintel’s Household Goods deflator.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK retail sales of specialist toilet care products*, 2006-16
            • Fluctuating performance in toilet care
              • Liquid toilet cleaners the biggest segment
                • Dip in sales of rim blocks/gels
                  • Market factors
                    • Nearly half of homes have multiple toilets
                      • Frequency of toilet cleaning ensures steady demand
                        • Figure 2: Frequency of cleaning the toilet in the home, November 2010
                      • Consumers have a strong desire for a clean home
                        • More households and people means more toilet cleaning
                          • Companies, brands and innovation
                            • Harpic and Duck lead specialist toilet care
                              • Toilet fresheners push NPD activity
                                • Reckitt Benckiser tops advertising
                                  • The consumer
                                    • Bleach the most widely used product for toilet cleaning
                                      • Rim blocks and gels used more than in-cistern blocks
                                        • Figure 3: Products used for cleaning the toilet, June 2011
                                      • Focus on primary functions of toilet cleaners
                                        • Strong desire for longer-lasting results
                                          • Figure 4: Important factors when choosing toilet cleaners or fresheners, June 2011
                                        • Well-known brands the preferred choice
                                          • Figure 5: Attitudes towards shopping for toilet care products, June 2011
                                        • Special offers and promotions a big influence
                                          • High importance attached to toilet cleaning
                                            • Figure 6: Attitudes towards cleaning the toilet (any agree), June 2011
                                          • What we think
                                          • Issues in the Market

                                              • What is the scope for increasing sales in specialist toilet care?
                                                • What factors will underpin future market performance?
                                                  • Which factors have the biggest influence on product choice?
                                                    • How important are well-known brands to consumers?
                                                      • How will consumer attitudes influence the market?
                                                      • Future Opportunities

                                                          • Trend: Prove It
                                                            • Trend: Extend My Brand
                                                            • Internal Market Environment

                                                              • Key points
                                                                • Half of people living in homes with one toilet
                                                                  • Figure 7: Number of toilets in home, June 2011
                                                                • Increase in homes with more than one bathroom
                                                                  • Figure 8: Trends in number of bathrooms in homes, 2006-10
                                                                • Frequency of toilet cleaning helps drive demand
                                                                  • Figure 9: Frequency of cleaning the toilet in the home, November 2010
                                                                • Strong desire for a clean home
                                                                  • Figure 10: Attitudes towards household cleaning, 2006-10
                                                                • Increased focus on price when shopping
                                                                  • Figure 11: Attitudes towards cleaning products and brands, 2006-10
                                                              • Broader Market Environment

                                                                • Key points
                                                                  • More households means more toilets to clean
                                                                    • Figure 12: UK households, by size, 2006-16
                                                                  • More children means more toilet cleaning
                                                                    • Figure 13: Trends in the age structure of the UK population, 2006-16
                                                                  • Incomes squeeze increases focus on saving money
                                                                    • Figure 14: Trends in how respondents would describe their financial situation, February 2009-July 2011
                                                                  • Slow recovery from recession
                                                                    • Figure 15: Trends in the impact of the economic downturn on consumers, February 2009-July 2011
                                                                  • Consumer confidence remains fragile
                                                                    • Figure 16: Trends in consumer sentiment for the coming year, February 2009-July 2011
                                                                • Strengths and Weaknesses in the Market

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Fresheners taking larger share of product launches
                                                                          • Figure 17: Number of new product launches in the UK toilet care market, by sub-category, 2008-11
                                                                          • Figure 18: New product launches in the UK toilet care market, % share by own-label/branded, 2008-11
                                                                        • RB led NPD activity during 2010
                                                                          • Figure 19: New product launches in the UK toilet care market, % share by company, 2008-11
                                                                        • Environmental issues increase in prominence
                                                                          • Figure 20: New product launches in the UK toilet care market, % share by claim, 2008-11
                                                                        • New products and range extension dominate
                                                                          • Figure 21: New product launches in the UK toilet care market, % share by launch type, 2008-11
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Toilet care underperforms household care
                                                                            • Figure 22: Comparison of toilet care products* with other household care markets, 2008-10
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Dip in toilet care sales seen during 2010
                                                                              • Figure 23: UK retail value sales and forecast of specialist toilet care products*, 2006-16
                                                                            • The future
                                                                              • Figure 24: UK best- and worst-case forecast of sales of specialist toilet care products*, 2006-16
                                                                            • Forecast methodology
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Steady demand for toilet cleaners
                                                                                  • Figure 25: UK retail value sales of specialist toilet care products, by segment, 2009-11
                                                                                  • Figure 26: Estimated breakdown of UK retail sales of specialist toilet care products, by segment, 2011
                                                                              • Market Share

                                                                                • Key points
                                                                                  • Harpic leads in specialist toilet care
                                                                                    • Figure 27: Estimated brand value shares in specialist toilet care*, 2009 and 2010
                                                                                • Companies and Products

                                                                                  • Jeyes
                                                                                      • Figure 28: New product launches by Jeyes in the UK toilet care market, January 2010-August 2011
                                                                                    • Reckitt Benckiser
                                                                                        • Figure 29: New product launches by RB in the UK toilet care market, January 2010-August 2011
                                                                                      • Robert McBride
                                                                                        • SC Johnson
                                                                                            • Figure 30: New product launches by SC Johnson in the UK toilet care market, January 2010-August 2011
                                                                                          • Unilever
                                                                                              • Figure 31: New product launches by Unilever in the UK toilet care market, January 2010-August 2011
                                                                                            • Ecover
                                                                                                • Figure 32: New product launches by Ecover in the UK toilet care market, January 2010-June 2011
                                                                                            • Brand Research

                                                                                              • Brand map
                                                                                                  • Figure 33: Attitudes towards and usage of toilet cleaning brands, May 2011
                                                                                                • Brand attitudes
                                                                                                  • Figure 34: Attitudes, by toilet cleaning brands, May 2011
                                                                                                • Brand personality
                                                                                                  • Figure 35: Toilet cleaning brand personality – macro image, May 2011
                                                                                                  • Figure 36: Toilet cleaning brand personality – micro image, May 2011
                                                                                                • Correspondence analysis
                                                                                                  • Brand experience
                                                                                                    • Figure 37: Toilet cleaning brand usage, May 2011
                                                                                                    • Figure 38: Satisfaction with various toilet cleaning brands, May 2011
                                                                                                    • Figure 39: Consideration of toilet cleaning brands, May 2011
                                                                                                    • Figure 40: Consumer perceptions of current toilet cleaning brand performance, May 2011
                                                                                                    • Figure 41: Toilet cleaning brand recommendation – Net Promoter Score, May 2011
                                                                                                  • Brand index
                                                                                                    • Figure 42: Toilet cleaning brand index, May 2011
                                                                                                    • Figure 43: Toilet cleaning brand index vs. recommendation, May 2011
                                                                                                  • Target group analysis
                                                                                                    • Figure 44: Target groups, May 2011
                                                                                                    • Figure 45: Toilet cleaning brand usage, by target groups, May 2011
                                                                                                  • Group One – Conformists
                                                                                                    • Group Two – Simply the Best
                                                                                                      • Group Three – Shelf Stalkers
                                                                                                        • Group Four – Habitual Shoppers
                                                                                                          • Group Five – Individualists
                                                                                                          • Brand Communication and Promotion

                                                                                                            • Key points
                                                                                                              • Toilet care sees 2011 advertising push
                                                                                                                • Figure 46: Main media advertising expenditure on toilet cleaners/fresheners, 2007-11
                                                                                                              • Harpic leads advertising spending
                                                                                                                • Figure 47: Main media advertising expenditure on toilet cleaners/fresheners, by leading advertisers, 2007-11
                                                                                                              • TV dominates advertising
                                                                                                                • Figure 48: Main media advertising expenditure on toilet cleaners/fresheners, % share by media type, 2007-11
                                                                                                            • Channels to Market

                                                                                                              • Key points
                                                                                                                • Supermarkets take lion’s share of distribution
                                                                                                                  • Figure 49: Retail distribution of specialist toilet care products*, 2009-11
                                                                                                                • Discount stores take bulk of other sales
                                                                                                                • Consumer – Product Usage and Frequency

                                                                                                                  • Key points
                                                                                                                    • More than a third use lavatory cleaners once a day
                                                                                                                        • Figure 50: Trends in frequency of using lavatory cleaners, 2006-10
                                                                                                                      • Liquid gels with bleach most popular
                                                                                                                          • Figure 51: Trends in types of lavatory cleaners used, 2006-10
                                                                                                                        • Few people using flush treatment lavatory products
                                                                                                                          • Figure 52: Trends in frequency of using flush treatment lavatory products, 2007-10
                                                                                                                        • More users opting for in-bowl gels
                                                                                                                          • Figure 53: Trends in types of flush treatment lavatory products used, 2006-10
                                                                                                                        • Bleach the most used product for toilet cleaning
                                                                                                                            • Figure 54: Purchasing and usage of toilet care products, June 2011
                                                                                                                            • Figure 55: Usage in the home of products for cleaning the toilet, June 2011
                                                                                                                          • Wipes used frequently for freshening up
                                                                                                                              • Figure 56: Frequency of usage of toilet care products in home, June 2011
                                                                                                                          • Consumer – Factors Influencing Choice

                                                                                                                            • Key points
                                                                                                                              • Killing germs and removing stains the top priorities
                                                                                                                                  • Figure 57: Importance of factors influencing choice of toilet cleaners and fresheners, June 2011
                                                                                                                                  • Figure 58: Factors important when choosing toilet care products, June 2011
                                                                                                                                • Concentration/thickness also an important factor
                                                                                                                                  • Strong desire for longer-lasting results
                                                                                                                                    • Green issues important but not deal clinchers
                                                                                                                                    • Consumer – Shopping Behaviour

                                                                                                                                      • Key points
                                                                                                                                        • Well-known brands give consumers confidence
                                                                                                                                            • Figure 59: Attitudes towards shopping for toilet care products, June 2011
                                                                                                                                          • Discount outlets becoming part of a shopping repertoire
                                                                                                                                            • Special offers and promotions a prominent feature
                                                                                                                                              • Reluctance to pay more for well-known brands
                                                                                                                                                  • Figure 60: Attitudes towards shopping for toilet care products, by number of toilets in home, June 2011
                                                                                                                                              • Consumer – Attitudes Towards Toilet Cleaning

                                                                                                                                                • Key points
                                                                                                                                                  • Regular toilet cleaning seen as very important
                                                                                                                                                      • Figure 61: Attitudes towards cleaning the toilet, June 2011
                                                                                                                                                      • Figure 62: Attitudes towards cleaning the toilet (any agree), June 2011
                                                                                                                                                    • Need to keep up appearances for visiting guests
                                                                                                                                                      • Younger groups most embarrassed by their toilets
                                                                                                                                                        • Toilet brushes seen as a breeding ground for germs
                                                                                                                                                            • Figure 63: Attitudes towards cleaning the toilet (any agree), by number of toilets in home, June 2011
                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                            • Figure 64: Number of toilets in home, by demographics, June 2011
                                                                                                                                                            • Figure 65: Number of bathrooms in UK homes, by demographics, 2010
                                                                                                                                                            • Figure 66: Agreement with statements about household cleaning, by demographics, 2010
                                                                                                                                                            • Figure 67: Agreement with statements about cleaning products and brands, by demographics, 2010
                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                            • Figure 68: Best case/worst case forecast for UK retail sales of specialist toilet care products*, at current prices, 2011-16
                                                                                                                                                        • Appendix – Brand Research

                                                                                                                                                            • Figure 69: Brand usage, May 2011
                                                                                                                                                            • Figure 70: Brand commitment, April 2011
                                                                                                                                                            • Figure 71: Brand momentum, May 2011
                                                                                                                                                            • Figure 72: Brand diversity, May 2011
                                                                                                                                                            • Figure 73: Brand satisfaction, May 2011
                                                                                                                                                            • Figure 74: Brand recommendation, May 2011
                                                                                                                                                            • Figure 75: Brand attitude, May 2011
                                                                                                                                                            • Figure 76: Brand image – Macro Image, May 2011
                                                                                                                                                            • Figure 77: Brand image – Micro image, April 2011
                                                                                                                                                            • Figure 78: Profile of target groups, by demographics, May 2011
                                                                                                                                                            • Figure 79: Psychographic segmentation, by target groups, May 2011
                                                                                                                                                            • Figure 80: Brand usage, by target groups, May 2011
                                                                                                                                                            • Figure 81: Brand index, May 2011
                                                                                                                                                        • Appendix – Product Usage and Frequency

                                                                                                                                                            • Figure 82: Frequency of using lavatory cleaners, by demographics, 2010
                                                                                                                                                            • Figure 83: Frequency of using flush treatment lavatory products, by demographics, 2010
                                                                                                                                                            • Figure 84: Purchasing and usage of bleach, by demographics, June 2011
                                                                                                                                                            • Figure 85: Purchasing and usage of liquid toilet cleaner/gel, by demographics, June 2011
                                                                                                                                                            • Figure 86: Purchasing and usage of toilet wipes, by demographics, June 2011
                                                                                                                                                            • Figure 87: Purchasing and usage of disinfectant, by demographics, June 2011
                                                                                                                                                            • Figure 88: Purchasing and usage of multipurpose liquid/cream cleaners, by demographics, June 2011
                                                                                                                                                            • Figure 89: Purchasing and usage of multipurpose cleaner wipes, by demographics, June 2011
                                                                                                                                                            • Figure 90: Purchasing and usage of rim blocks or gels, by demographics, June 2011
                                                                                                                                                            • Figure 91: Purchasing and usage of in-cistern blocks, by demographics, June 2011
                                                                                                                                                            • Figure 92: Frequency of usage of bleach in home, by demographics, June 2011
                                                                                                                                                            • Figure 93: Frequency of usage of liquid toilet cleaner/gel in home, by demographics, June 2011
                                                                                                                                                            • Figure 94: Frequency of usage of toilet wipes in home, by demographics, June 2011
                                                                                                                                                            • Figure 95: Frequency of usage of disinfectant in home, by demographics, June 2011
                                                                                                                                                            • Figure 96: Frequency of usage of multipurpose cleaners in home, by demographics, June 2011
                                                                                                                                                            • Figure 97: Frequency of usage of multipurpose cleaner wipes in home, by demographics, June 2011
                                                                                                                                                            • Figure 98: Frequency of usage of rim blocks or gels in home, by demographics, June 2011
                                                                                                                                                            • Figure 99: Frequency of usage of in-cistern blocks in home, by demographics, June 2011
                                                                                                                                                            • Figure 100: Frequency of usage of bleach in home, by number of toilets in home, June 2011
                                                                                                                                                            • Figure 101: Frequency of usage of liquid toilet cleaner/gel in home, by number of toilets in home, June 2011
                                                                                                                                                            • Figure 102: Frequency of usage of toilet wipes in home, by number of toilets in home, June 2011
                                                                                                                                                            • Figure 103: Frequency of usage of disinfectant in home, by number of toilets in home, June 2011
                                                                                                                                                            • Figure 104: Frequency of usage of multipurpose cleaners in home, by number of toilets in home, June 2011
                                                                                                                                                            • Figure 105: Frequency of usage of multipurpose cleaner wipes in home, by number of toilets in home, June 2011
                                                                                                                                                            • Figure 106: Frequency of usage of rim blocks or gels in home, by number of toilets in home, June 2011
                                                                                                                                                            • Figure 107: Frequency of usage of in-cistern blocks in home, by number of toilets in home, June 2011
                                                                                                                                                        • Appendix – Factors Influencing Choice

                                                                                                                                                            • Figure 108: Importance of product type in influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                            • Figure 109: Importance of removes stains in influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                            • Figure 110: Importance of kills germs in influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                            • Figure 111: Importance of scent/fragrance in influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                            • Figure 112: Importance of removes/prevents limescale in influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                            • Figure 113: Importance of concentration/thickness in influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                            • Figure 114: Importance of longer-lasting results in influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                            • Figure 115: Importance of colour in influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                            • Figure 116: Importance of recyclable packaging in influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                            • Figure 117: Importance of packaging made from recycled materials in influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                            • Figure 118: Importance of being biodegradable in influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                            • Figure 119: Importance of being phosphate-free in influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                        • Appendix – Shopping Behaviour

                                                                                                                                                            • Figure 120: Most popular importance of factors influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                            • Figure 121: Next most popular importance of factors influencing choice of toilet care products, by demographics, June 2011
                                                                                                                                                        • Appendix – Attitudes Towards Toilet Cleaning

                                                                                                                                                            • Figure 122: Agreement with statements ‘Regular cleaning of the toilet is important to get rid of germs’ and ‘It is important toilets look clean for visiting guests’, by demographics, June 2011
                                                                                                                                                            • Figure 123: Agreement with statements ‘The toilet gets cleaned when it looks in need of cleaning’ and ‘Toilets need freshening up on a daily basis’, by demographics, June 2011
                                                                                                                                                            • Figure 124: Agreement with statements ‘It is important that the toilet/bathroom always smells fresh’ and ‘Toilet brushes are a breeding ground for germs’, by demographics, June 2011
                                                                                                                                                            • Figure 125: Agreement with statements ‘You need a toilet brush to clean the toilet thoroughly’ and ‘I have sometimes been embarrassed by the state of my toilet(s)’, by demographics, June 2011
                                                                                                                                                            • Figure 126: Agreement with statements ‘A squirt of bleach/toilet cleaner and a brush around does the job’ and ‘It is important to give the whole of the toilet a thorough clean’, by demographics, June 2011
                                                                                                                                                            • Figure 127: Agreement with statements ‘I hate/dislike cleaning the toilet but am glad when it is done’ and ‘My toilet has some stains that no products can remove’, by demographics, June 2011
                                                                                                                                                            • Figure 128: Agreement with statement ‘I always use an air freshener in the toilet’, by demographics, June 2011

                                                                                                                                                        Companies Covered

                                                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                        • Bank of England
                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                        • Co-operative Group
                                                                                                                                                        • Council of Mortgage Lenders
                                                                                                                                                        • Ecover UK
                                                                                                                                                        • Footprint International Ltd
                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                        • J. Sainsbury
                                                                                                                                                        • Jeyes UK
                                                                                                                                                        • John Lewis Partnership
                                                                                                                                                        • Kantar Media
                                                                                                                                                        • Lidl (UK)
                                                                                                                                                        • Marks & Spencer
                                                                                                                                                        • McBride PLC
                                                                                                                                                        • mmO2 plc
                                                                                                                                                        • Netto Foodstores Ltd
                                                                                                                                                        • Observer (The)
                                                                                                                                                        • Poundland Ltd
                                                                                                                                                        • Reckitt Benckiser (UK)
                                                                                                                                                        • Reckitt Benckiser plc
                                                                                                                                                        • S.C. Johnson & Son, Inc.
                                                                                                                                                        • Sara Lee Household & Body Care
                                                                                                                                                        • SC Johnson UK
                                                                                                                                                        • T-Mobile (UK) Ltd
                                                                                                                                                        • Tesco Plc
                                                                                                                                                        • TJ Morris Ltd
                                                                                                                                                        • Unilever Plc
                                                                                                                                                        • Virgin Media Ltd
                                                                                                                                                        • Virgin Mobile
                                                                                                                                                        • Waitrose
                                                                                                                                                        • Wal-Mart Stores, Inc
                                                                                                                                                        • Wilkinson Hardware Stores Ltd
                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                        • World Wildlife Fund

                                                                                                                                                        Toilet Cleaning and Care - UK - September 2011

                                                                                                                                                        £1,995.00 (Excl.Tax)