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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