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Toilet Cleaning, Bleaches and Disinfectants - UK - April 2016

“The continued shift towards multipurpose cleaning products and low-cost bleach is affecting value sales in the toilet cleaning, bleaches and disinfectants category as consumers look to save money and space in the home. To combat this, branded bleaches and specialist toilet care brands must rethink how they can increase the value and appeal of products, whether via the infusion of more premium fragrances, a focus on attractive packaging, or by improving performance and functionality.”
– Richard Hopping, Brand and Household Analyst

This report discusses the following key topics:

  • Adding value to the bleach segment
  • Relieving pressure on specialist products
  • Engaging younger consumers

Household bleach remains the strongest segment of the toilet cleaning category, with strong positive perceptions of efficacy among users. However, the perception that all bleaches are comparable spells further bad news for value sales. Brands operating in the specialised toilet cleaning segment therefore need to face the dominance of bleach head on to bring the market back into growth.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
        • Excluded
        • Executive Summary

            • Retail value sales falling
              • Figure 1: Best- and worst-case forecast for UK value sales of toilet cleaners and care products, bleaches and disinfectants, 2010-20
            • All segments experience fall in value
              • Figure 2: Value sales of toilet care products, bleaches and disinfectants category, percentage share by segment, 2015
            • Total product launches have fallen
              • Figure 3: New product development in the toilet cleaning, bleaches and disinfectants category, by sub-category, 2012-15
            • Perceptions of bleach are most positive
              • Figure 4: Frequency of using toilet cleaning products in the last 6 months, January 2016
              • Figure 5: Comparison of products for cleaning the toilet, January 2016
            • Multifunctional inches ahead of specialised
              • Figure 6: Attitudes towards using multifunctional products vs separate products, January 2016
            • Fragrance is a key feature
              • Figure 7: Factors considered most important when choosing toilet care products to buy, any rank, January 2016
              • Figure 8: Fragrance preferences for toilet cleaning/freshening products, any rank, January 2016
            • Younger adults need help
              • Figure 9: Triggers for cleaning the toilet, January 2016
            • What we think
            • Issues and Insights

              • Adding value to the bleach segment
                • The facts
                  • The implications
                    • Relieving pressure on specialist products
                      • The facts
                        • The implications
                          • Engaging younger consumers
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Retail value sales in decline
                                  • All segments falter
                                    • Cleaning products bought alongside groceries
                                      • More people means more cleaning
                                        • Increasing consumer confidence means trading up potential
                                        • Market Size and Forecast

                                          • Retail value sales falling
                                            • Figure 10: UK retail value sales of toilet cleaning and care products, bleaches and disinfectants at current and constant prices, 2010-20
                                          • A decline followed by a return to growth
                                            • Figure 11: Best- and worst-case forecast for UK value sales of toilet cleaners and care products, bleaches and disinfectants, 2010-20
                                        • Segment Performance

                                          • All segments experience fall in value
                                            • Figure 12: Value sales of toilet care products, bleaches and disinfectants, by segment, 2013-15
                                          • Bleaches benefit from positive perceptions
                                            • Multipurpose products also putting pressure on liquid toilet cleaners
                                            • Channels to Market

                                              • Supermarket sales remain strongest
                                                • Figure 13: UK retail value sales of toilet care products, bleaches and disinfectants, by outlet type, 2013-15
                                            • Market Drivers

                                              • Increasing population
                                                • Figure 14: Trends in the age structure of the UK population, 2010-20
                                              • Birth rate continues to drive increase in families
                                                • Figure 15: Number of live births in the UK, 2000-14
                                              • Smaller households offer opportunities
                                                • Figure 16: UK households, by size, 2010-20
                                              • Confident consumers could translate into more spend
                                                • Figure 17: Trends in consumer sentiment regarding financial situation for the coming year, February 2009-16
                                              • Entertainers make cleaning the toilet a priority
                                                • Figure 18: Tasks prioritised when preparing for the visit of guests (top five), August 2014
                                              • Health and regulation
                                                • New labelling
                                                  • Toilet cleaners adding to indoor pollution
                                                    • Growing influence of discounters
                                                      • Figure 19: Main store and other stores used for buying household care products in the past six months, April 2015
                                                    • Scope for more bathrooms in most homes
                                                      • Figure 20: Number of bathrooms/shower/wet rooms and toilet/cloakrooms in home, January 2015
                                                  • Key Players – What You Need to Know

                                                    • Market leaders maintain their position
                                                      • True innovation on the wane
                                                        • Brands fight back against own label
                                                          • Majority of launches antibacterial
                                                            • Total recorded adspend falls
                                                              • Reckitt Benckiser increases adspend
                                                              • Market Share

                                                                • Quarter of all value sales attributed to Domestos
                                                                  • Figure 21: Brand value shares for toilet cleaning and care products, bleaches and disinfectants, years ending November, 2014 and 2015
                                                                • Toilet Duck remains leader in toilet cleaning products
                                                                  • Figure 22: Brand value shares for toilet cleaning and care products, years ending November, 2014 and 2015
                                                                • Domestos increases market share in bleaches
                                                                  • Figure 23: Brand value shares for household bleaches, years ending November, 2014 and 2015
                                                                • Dettol strengthens position in disinfectants
                                                                  • Figure 24: Brand value shares for disinfectants, years ending November, 2014 and 2015
                                                              • Launch Activity and Innovation

                                                                • Total product launches have fallen
                                                                  • Figure 25: New product development in the toilet cleaning, bleaches and disinfectant category, by sub-category, 2012-15
                                                                  • Figure 26: Examples of launches in the toilet (bowl) cleaners segment, 2015
                                                                • Focus on range extensions
                                                                  • Figure 27: New product development in the toilet cleaning, bleaches and disinfectants category, by launch type, 2012-15
                                                                • Brands respond to pressure from own label
                                                                  • Figure 28: New product development in the toilet cleaning, bleaches and disinfectants category, own-label vs branded, 2012-15
                                                                • Jeyes most active in 2015
                                                                  • Figure 29: New product development in the toilet cleaning, bleaches and disinfectants category, top ultimate companies and other, 2015
                                                                  • Figure 30: Examples of new product launches from Jeyes under the Bloo and Parozone brands, January 2015-March 2016
                                                                  • Figure 31: Examples of Domestos (Unilever) product launches, 2015
                                                                • More than half of launches focus on antibacterial
                                                                  • Figure 32: Leading claims in the toilet cleaning, bleaches and disinfectants category, based on top 10 for 2015, 2014-15
                                                                • Fragrance launches match those favoured by buyers
                                                                  • Figure 33: Leading fragrances of new launches in the toilet cleaning, bleaches and disinfectants category, based on top 10 for 2015, 2014-15
                                                              • Brand Communication and Promotion

                                                                • Total adspend falls marginally on 2014
                                                                  • Figure 34: Total above-the line, online display and direct mail advertising expenditure on toilet cleaners, bleaches and disinfectants, 2012-15
                                                                • Focus remains on cleaners and fresheners
                                                                  • Figure 35: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning, bleaches and disinfectants, by sub-category, 2012-15
                                                                • Reckitt Benckiser increases adspend
                                                                  • Figure 36: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning, bleaches and disinfectants, by main advertisers in 2015, 2012-15
                                                                • TV dominates spend
                                                                  • Figure 37: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning, bleaches and disinfectants, by media type, 2012-15
                                                                • Nielsen Ad Intel coverage
                                                                • The Consumer – What You Need to Know

                                                                  • Gender gap still present
                                                                    • Bleach most popular
                                                                      • Antibacterial and fragrance influence purchase most strongly
                                                                        • Bleach perceived as offering most functional benefits
                                                                          • Brands and specialists face difficulty in differentiating themselves
                                                                            • Certain groups in need of guidance
                                                                              • Fragrance preferences
                                                                              • Toilet Cleaning and Buying Responsibility

                                                                                • Women take greater responsibility for cleaning and buying
                                                                                  • Figure 38: Responsibility for buying toilet cleaning products, by gender, January 2016
                                                                                  • Figure 39: Responsibility for cleaning the toilet(s), by gender, January 2016
                                                                              • Product Usage and Frequency

                                                                                • Bleach most popular for keeping toilets clean
                                                                                  • Figure 40: Frequency of using toilet cleaning products in the last 6 months, January 2016
                                                                                • Multi-purpose cleaners pose a threat
                                                                                  • Wipes may not be comprehensive enough for toilet care
                                                                                    • Penetration of flush treatment products highest among young men
                                                                                      • Figure 41: Frequency of replacing flush treatment products, January 2016
                                                                                  • Important Purchasing Factors

                                                                                    • Fragrance is a key driver
                                                                                      • Figure 42: Factors considered most important when choosing toilet care products to buy, any rank, January 2016
                                                                                    • Environmental impact concerns few buyers
                                                                                    • Product Comparisons

                                                                                      • Perceptions of bleach are most positive
                                                                                        • Figure 43: Comparison of products for cleaning the toilet, January 2016
                                                                                      • Liquid/gel toilet cleaner perceived as offering less functionality
                                                                                      • Attitudes and Behaviours towards Cleaning the Toilet

                                                                                        • Bleach is bleach
                                                                                          • Figure 44: Attitudes towards branded vs own-label bleach, January 2016
                                                                                        • Multifunctional inches ahead of specialised
                                                                                          • Figure 45: Attitudes towards using multifunctional products vs separate products, January 2016
                                                                                        • Young adults need visual cues
                                                                                          • Figure 46: Triggers for cleaning the toilet, January 2016
                                                                                        • To flush, or not to flush
                                                                                          • Figure 47: Use of flush after cleaning the toilet, January 2016
                                                                                        • Storage of cleaning products
                                                                                          • Figure 48: Attitudes towards storage of toilet cleaning products, January 2016
                                                                                        • Influence of advertising
                                                                                          • Figure 49: Influence of advertising for toilet care on product purchase, January 2016
                                                                                      • Fragrance Preferences

                                                                                        • Most consumers prefer traditional scents
                                                                                          • Figure 50: Fragrance preferences for toilet cleaning/freshening products, any rank, January 2016
                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                          • Abbreviations
                                                                                            • Fan chart forecast
                                                                                            • Appendix – The Market

                                                                                                • Figure 51: UK retail value sales of toilet cleaning and care products, at current and constant prices, 2010-20
                                                                                                • Figure 52: UK retail value sales of household bleaches, at current and constant prices, 2010-20
                                                                                                • Figure 53: UK retail value sales of disinfectants, at current and constant prices, 2010-20

                                                                                            Toilet Cleaning, Bleaches and Disinfectants - UK - April 2016

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