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Toilet Cleaning and Care - UK - September 2012

“With a reduction in product usage, volumes and value sales, the flush treatment segment of toilet care is in need of reinvigoration. Promoting the importance of such products for continuous toilet cleaning in terms of not just freshening but also keeping the toilet free from germs and stains could convince more people of the need to buy in-bowl rim blocks and liquids/gels and in-cistern blocks.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • What product benefits offer the biggest marketing opportunities?
  • How might flush treatment products reverse declining sales?
  • What areas of NPD are most likely to increase consumer interest?
  • How big is the own-brand challenge to branded toilet care products?
  • Which alternatives pose the biggest threat to sales of toilet cleaners?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK sales of specialist toilet care products*, 2007-17
            • 2011 growth in sales of toilet cleaners
              • Liquid/gel toilet cleaners drive growth
                • Figure 2: UK retail value sales of specialist toilet care products, 2012
              • Market factors
                • Most toilets cleaned more than once a week
                  • Figure 3: Frequency of cleaning the toilet, December 2011
                • Majority of homes have just one toilet
                  • Figure 4: Number of toilets in home, June 2012
                • Growth in household numbers, but double-dip recession
                  • Companies, brands and innovation
                    • Harpic leads specialist toilet care
                      • Figure 5: Estimated brand value shares in specialist toilet care*, 2011
                    • Increase in own-brand NPD activity
                      • Unilever boosts total advertising
                        • The consumer
                          • Bleach the most widely used product
                            • Figure 6: Usage of products for cleaning the toilet in the home, June 2012
                          • Killing germs and getting rid of stains the top priorities
                            • Figure 7: Most important factors influencing choice of toilet cleaners and fresheners, June 2012
                          • Well-known brands the most popular choice
                            • Figure 8: Agreement with statements on brand choice for toilet cleaners and fresheners, June 2012
                          • Special offers exert a significant influence
                            • Figure 9: Agreement with statements on influence of price and promotions when buying toilet cleaners and fresheners, June 2012
                          • Keeping up appearances for visiting guests
                            • Figure 10: Attitudes towards toilet care products, and freshening and cleaning the toilet, June 2012
                          • Multiple benefits have appeal
                            • Figure 11: Other attitudes towards toilet care products, June 2012
                          • What we think
                          • Issues in the Market

                              • What product benefits offer the biggest marketing opportunities?
                                • How might flush treatment products reverse declining sales?
                                  • What areas of NPD are most likely to increase consumer interest?
                                    • How big is the own-brand challenge to branded toilet care products?
                                      • Which alternatives pose the biggest threat to sales of toilet cleaners?
                                      • Trend Application

                                          • Trend: Perfecting the Details
                                            • Trend: Sense of the Intense
                                              • 2015 Trend: Brand Intervention
                                              • Internal Market Environment

                                                • Key points
                                                  • Majority of homes have just one toilet
                                                    • Figure 12: Number of toilets in home, June 2012
                                                  • Multiple bathrooms less common
                                                    • Figure 13: Trends in number of bathrooms in homes, 2008-12
                                                  • Strong desire for a home with clean toilets
                                                    • Figure 14: Attitudes towards household cleaning, 2008-12
                                                  • Majority clean the toilet more than once a week
                                                    • Figure 15: Frequency of cleaning the toilet, December 2011
                                                  • Greater focus on low price when shopping
                                                    • Figure 16: Attitudes towards cleaning products and brands, 2008-12
                                                  • Updated water efficiency targets for new homes and conversions
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Growing number of households
                                                        • Figure 17: UK households, by size, 2007-17
                                                      • More children to benefit toilet cleaning
                                                        • Figure 18: Trends in the age structure of the UK population, 2007-17
                                                      • UK economy still in the doldrums
                                                        • Figure 19: Trends in how respondents would describe their financial situation, February 2009-July 2012
                                                        • Figure 20: Trends in the impact of the economic downturn on consumers, February 2009-July 2012
                                                        • Figure 21: Trends in consumer sentiment for the coming year, February 2009-July2012
                                                    • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Big increase in 2011 launch activity
                                                              • Figure 22: Number of new product launches in the UK toilet care market, by sub-category, 2009-12
                                                              • Figure 23: New product launches in the UK toilet care market, % share by own-label/branded, 2009-12
                                                            • Asda revamps toilet care ranges
                                                              • Figure 24: New product launches in the UK toilet care market, % share by company, 2009-12
                                                            • Being antibacterial tops new product claims
                                                              • Figure 25: New product launches in the UK toilet care market, % share by claim, 2009-12
                                                            • New varieties and range extensions lead product launches
                                                              • Figure 26: New product launches in the UK toilet care market, % share by launch type, 2009-12
                                                          • Competitive Context

                                                            • Key points
                                                              • Specialist toilet care shows above average 2011 growth
                                                                • Figure 27: Comparison of specialist toilet care products* with other household care markets, 2006-11
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Fluctuating sales of toilet cleaners
                                                                  • Figure 28: UK retail value sales and forecast of specialist toilet care products*, 2007-17
                                                                • The future
                                                                  • Figure 29: Best- and worst-case forecast of UK sales of toilet care products*, 2007-17
                                                                • Forecast methodology
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Solid growth in sales of liquid toilet cleaners
                                                                      • Figure 30: UK retail value sales of specialist toilet care products, by segment, 2009-12
                                                                      • Figure 31: Estimated breakdown of UK retail value sales of specialist toilet care products, by segment, 2012
                                                                  • Market Share

                                                                    • Key points
                                                                      • Harpic leads in specialist toilet care
                                                                        • Figure 32: Estimated brand value shares in specialist toilet care*, 2010 and 2011
                                                                    • Companies and Products

                                                                      • Jeyes
                                                                          • Figure 33: New product launches by Jeyes in the UK toilet care market, September 2011-August 2012
                                                                        • Reckitt Benckiser
                                                                            • Figure 34: New product launches by Reckitt Benckiser in the UK toilet care market, September 2011-August 2012
                                                                          • Robert McBride
                                                                            • SC Johnson
                                                                                • Figure 35: New product launches by SC Johnson in the UK toilet care market, September 2011-July 2012
                                                                              • Unilever
                                                                                  • Figure 36: New product launches by Unilever in the UK toilet care market, September 2011-August 2012
                                                                                • Ecover
                                                                                    • Figure 37: New product launches by Ecover in the UK toilet care market, September 2011-August 2012
                                                                                • Brand Research

                                                                                  • Brand map
                                                                                      • Figure 38: Attitudes towards and usage of brands in the toilet cleaning sector, June 2012
                                                                                    • Correspondence analysis
                                                                                      • Brand attitudes
                                                                                        • Figure 39: Attitudes by toilet cleaning brand, June 2012
                                                                                      • Brand personality
                                                                                        • Figure 40: Toilet cleaning brand personality – macro image, June 2012
                                                                                        • Figure 41: Toilet cleaning brand personality – micro image, June 2012
                                                                                      • Brand experience
                                                                                        • Figure 42: Toilet cleaning brand usage, June 2012
                                                                                        • Figure 43: Satisfaction with various toilet cleaning brands, June 2012
                                                                                        • Figure 44: Consideration of toilet cleaning brands, June 2012
                                                                                        • Figure 45: Consumer perceptions of current toilet cleaning brand performance, June 2012
                                                                                        • Figure 46: Toilet cleaning brand recommendation – Net Promoter Score, June 2012
                                                                                      • Brand index
                                                                                        • Figure 47: Toilet cleaning brand index, June 2012
                                                                                        • Figure 48: Toilet cleaning brand index vs. recommendation, June 2012
                                                                                      • Target group analysis
                                                                                        • Figure 49: Target groups, June 2012
                                                                                        • Figure 50: Toilet cleaning brand usage, by target groups, June 2012
                                                                                      • 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
                                                                                                  • Big increase in 2011 advertising
                                                                                                    • Figure 51: Main media advertising expenditure on toilet cleaners/fresheners, 2008-12
                                                                                                  • Unilever is the leading advertiser
                                                                                                    • Figure 52: Main media advertising expenditure on toilet cleaners/fresheners, by leading advertisers, 2008-12
                                                                                                    • Figure 53: Main media advertising expenditure on toilet cleaners/fresheners, by top ten brands, 2011
                                                                                                  • TV most popular advertising media
                                                                                                    • Figure 54: Main media advertising expenditure on toilet cleaners/fresheners, % share by media type, 2008-12
                                                                                                • Channels to Market

                                                                                                  • Key points
                                                                                                    • Grocer multiples dominate distribution
                                                                                                      • Figure 55: Retail distribution of specialist toilet care products*, 2010-12
                                                                                                    • Increase in high street discount stores
                                                                                                    • Consumer Usage and Frequency

                                                                                                      • Key points
                                                                                                        • Vast majority use toilet cleaners
                                                                                                            • Figure 56: Trends in frequency of using lavatory cleaners, 2009-12
                                                                                                          • Liquid gel with bleach most popular
                                                                                                              • Figure 57: Trends in types of lavatory cleaners used, 2009-12
                                                                                                            • Four in ten use flush treatment products
                                                                                                              • Figure 58: Trends in frequency of using flush treatment lavatory products, 2009-12
                                                                                                            • In-bowl gels become more popular
                                                                                                              • Figure 59: Trends in types of flush treatment lavatory products used, 2009-12
                                                                                                            • Bleach still the most used product on toilets
                                                                                                                • Figure 60: Frequency of usage of products for cleaning the toilet, June 2012
                                                                                                              • Replacement every 3-4 weeks most likely in flush treatment
                                                                                                                  • Figure 61: Frequency of replacement of products for freshening/cleaning the toilet, June 2012
                                                                                                              • Factors Influencing Choice

                                                                                                                • Key points
                                                                                                                  • Killing germs the number-one priority
                                                                                                                    • Figure 62: Most important factors influencing choice of toilet cleaners and fresheners, June 2012
                                                                                                                  • Scent/fragrance an important secondary factor
                                                                                                                    • Type of product less important than performance
                                                                                                                      • Environmental factors a low priority
                                                                                                                      • Buying Behaviour

                                                                                                                        • Key points
                                                                                                                          • Well-known brands the preferred choice
                                                                                                                            • Figure 63: Agreement with statements on buying behaviour for toilet care products, June 2012
                                                                                                                          • Budget own-brands benefit from NPD activity
                                                                                                                            • Special offers still exert a big influence
                                                                                                                              • Few use coupons/vouchers to save money
                                                                                                                              • Attitudes Towards Toilet Care

                                                                                                                                • Key points
                                                                                                                                  • Maintaining a clean and fresh smelling toilet
                                                                                                                                    • Figure 64: Attitudes towards toilet care products, June 2012
                                                                                                                                  • Core group of bleach enthusiasts
                                                                                                                                    • Strong interest in new product features
                                                                                                                                      • Opportunity for more fragrance options
                                                                                                                                      • Appendix – Internal Market Environment

                                                                                                                                          • Figure 65: Number of toilets in home, by demographics, June 2012
                                                                                                                                          • Figure 66: Number of bathrooms in homes, by demographics, 2012
                                                                                                                                          • Figure 67: Attitudes towards household cleaning, by demographics, 2012
                                                                                                                                          • Figure 68: Attitudes towards cleaning products and brands, by demographics, 2012
                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                          • Figure 69: Best case/worst case forecast for UK retail sales of specialist toilet care products*, at current prices, 2012-17
                                                                                                                                      • Appendix – Brand Research

                                                                                                                                          • Figure 70: Brand usage, June 2012
                                                                                                                                          • Figure 71: Brand commitment, June 2012
                                                                                                                                          • Figure 72: Brand momentum, June 2012
                                                                                                                                          • Figure 73: Brand diversity, June 2012
                                                                                                                                          • Figure 74: Brand satisfaction, June 2012
                                                                                                                                          • Figure 75: Brand recommendation, June 2012
                                                                                                                                          • Figure 76: Brand attitude, June 2012
                                                                                                                                          • Figure 77: Brand image – Macro Image, June 2012
                                                                                                                                          • Figure 78: Brand image – Micro Image, June 2012
                                                                                                                                          • Figure 79: Profile of target groups, by demographics, June 2012
                                                                                                                                          • Figure 80: Psychographic segmentation, by target groups, June 2012
                                                                                                                                          • Figure 81: Brand usage, by Target groups, June 2012
                                                                                                                                        • Brand index
                                                                                                                                          • Figure 82: Brand index, June 2012
                                                                                                                                      • Appendix – Consumer Usage and Frequency

                                                                                                                                          • Figure 83: Frequency of using lavatory cleaners, by demographics, 2012
                                                                                                                                          • Figure 84: Frequency of using flush treatment lavatory products, by demographics, 2012
                                                                                                                                          • Figure 85: Frequency of usage of bleach for cleaning the toilet, by demographics, June 2012
                                                                                                                                          • Figure 86: Frequency of usage of liquid toilet cleaner/gel for cleaning the toilet, by demographics, June 2012
                                                                                                                                          • Figure 87: Frequency of usage of toilet wipes for cleaning the toilet, by demographics, June 2012
                                                                                                                                          • Figure 88: Frequency of usage of disinfectant for cleaning the toilet, by demographics, June 2012
                                                                                                                                          • Figure 89: Frequency of usage of multipurpose cleaners for cleaning the toilet, by demographics, June 2012
                                                                                                                                          • Figure 90: Frequency of usage of multipurpose cleaner wipes for cleaning the toilet, by demographics, June 2012
                                                                                                                                          • Figure 91: Any usage of products for cleaning the toilet, by demographics, June 2012
                                                                                                                                          • Figure 92: Frequency of replacement of rim blocks or gels for freshening/cleaning the toilet, by demographics, June 2012
                                                                                                                                          • Figure 93: Frequency of replacement of in-cistern blocks for freshening/cleaning the toilet, by demographics, June 2012
                                                                                                                                          • Figure 94: Any usage of products for freshening/cleaning the toilet, by demographics, June 2012
                                                                                                                                      • Appendix – Factors Influencing Choice

                                                                                                                                          • Figure 95: Factors influencing choice of toilet cleaners and fresheners, by demographics, June 2012
                                                                                                                                          • Figure 96: Factors influencing choice of toilet cleaners and fresheners (continued), by demographics, June 2012
                                                                                                                                      • Appendix – Buying Behaviour

                                                                                                                                          • Figure 97: Agreement with statements on buying behaviour for toilet care products, by demographics, June 2012
                                                                                                                                          • Figure 98: Agreement with statements on buying behaviour for toilet care products (continued), by demographics, June 2012
                                                                                                                                      • Appendix – Attitudes Towards Toilet Care

                                                                                                                                          • Figure 99: Attitudes towards toilet care products, by demographics, June 2012
                                                                                                                                          • Figure 100: Attitudes towards toilet care products (continued), by demographics, June 2012

                                                                                                                                      Companies Covered

                                                                                                                                      • Brylcreem
                                                                                                                                      • Ecover UK
                                                                                                                                      • Facebook, Inc.
                                                                                                                                      • Jeyes UK
                                                                                                                                      • McBride PLC
                                                                                                                                      • Reckitt Benckiser (UK)
                                                                                                                                      • Reckitt Benckiser plc
                                                                                                                                      • S.C. Johnson & Son, Inc.
                                                                                                                                      • SC Johnson UK
                                                                                                                                      • The Vegan Society
                                                                                                                                      • Unilever Plc
                                                                                                                                      • United Nations Children's Fund (UNICEF)

                                                                                                                                      Toilet Cleaning and Care - UK - September 2012

                                                                                                                                      US $2,478.79 (Excl.Tax)