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Toilet Cleaning - UK - October 2013

“The specialist toilet care market has struggled to maintain momentum. However, it is also the case that toilet care has changed considerably – gone are the days when a bit of bleach down the toilet was enough. Through taking more of a cue from consumer wants and needs, brands in toilet cleaning and freshening could break the mould of the current model which offers choice but not originality.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • How can brands encourage more frequent toilet cleaning to boost sales?
  • In what ways can companies in the flush treatment sector overcome barriers to wider usage?
  • What lessons can companies learn from people’s toilet cleaning habits?
  • What types of products offer potential for development?


Valued at around £121 million in 2013, the toilet care market is in decline. The struggle to gain momentum bears witness to challenging trading conditions for companies targeting this industry.

This report looks at factors underpinning market forces (competition from the more robust bleaches market, shifting consumer behaviours, advertising trends and the impact of the economic downturn), along with manufacturer and retailer efforts to harness or mitigate them, including product developments, marketing concepts and retailer initiatives.

Mintel also takes a view on the future of the market and what trends offer indicators for growth.

Definitions

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 2013 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*, 2008-18
            • Liquid/gel toilet cleaners underpin toilet care sales
              • Figure 2: UK retail value sales of specialist toilet care products, by segment, 2013
            • Market factors
              • Household and population growth projected
                • Companies, brands and innovation
                  • Branded products dominate the market
                    • Figure 3: Brand value shares in specialist toilet care*, year to July 2013
                  • Toilet cleaners dominate launch activity
                    • Above-the-line advertising falling
                      • The consumer
                        • Three products used by around nine in ten people
                          • Figure 4: Usage of products for cleaning the toilet in the home, August 2013
                        • Barriers to using rim blocks and liquid/gel toilet rim products
                          • Figure 5: Reasons for not using rim blocks or liquid/gel toilet rims, August 2013
                        • Over half take a routine approach to toilet cleaning
                          • Figure 6: Toilet cleaning behaviour, August 2013
                        • Different strengths for bleaches and liquid toilet cleaner/gel
                          • Figure 7: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels, by various criteria, July 2013
                        • What we think
                        • Issues in the Market

                            • How can brands encourage more frequent toilet cleaning to boost sales?
                              • In what ways can companies in the flush treatment sector overcome barriers to wider usage?
                                • What lessons can companies learn from people’s toilet cleaning habits?
                                  • What types of products offer potential for development?
                                  • Trend Application

                                      • Trend: Help Me Help Yourself
                                        • Trend: Eco and Ego
                                          • Mintel Futures: Old Gold
                                          • Market Drivers

                                            • Key points
                                              • Number of households forecast to rise by 6%
                                                • Figure 8: UK households, by size, 2008-18
                                              • Over half of homes have just one toilet
                                                • Figure 9: Number of toilets in home, August 2013
                                              • Sustainable bathrooms and water-saving toilets
                                                • Cutting-edge toilet care products for designer toilets
                                                  • Population forecast to rise
                                                    • Figure 10: Trends in the age structure of the UK population, 2008-18
                                                  • Growth in child population presents opportunities
                                                    • More 25-34-year-olds to target
                                                      • An ageing population – what opportunities for toilet care?
                                                        • Positive attitudes towards cleaning
                                                          • Figure 11: Attitudes towards household cleaning, November 2012
                                                        • Health of the nation
                                                          • Environmental concerns – low priority
                                                            • Only a third favour branded cleaning products
                                                              • Cleaning the toilet – second most disliked cleaning task
                                                                • Figure 12: Most disliked household cleaning tasks, by demographics, November 2012
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Toilet cleaners dominate launch activity
                                                                  • Figure 13: Number of new product launches in the UK toilet care market, by sub-category, 2009-13
                                                                • Private label launches push forward
                                                                  • Figure 14: New product launches in the UK toilet care market, % share by own-label/branded, 2009-13
                                                                • Jeyes – leading light in launch activity
                                                                  • Figure 15: New product launches in the UK toilet care market, % share, by company, 2009-13
                                                                • Large number of own-labels target toilet cleaning market
                                                                  • Tesco and Sainsbury’s increase level of launch activity
                                                                    • Reckitt Benckiser’s and SC Johnson’s shares decline
                                                                      • Discounters raise profile
                                                                        • Ethical focus shifts to packaging and production
                                                                          • Figure 16: New product launches in the UK toilet care market, % share by claim, 2009-13
                                                                        • Antibacterial claims tapping into fear of germs
                                                                          • Economic positioning intensifies
                                                                            • Rethink on premium positioning
                                                                              • New products and varieties dominate launch activity
                                                                                • Figure 17: New product launches in the UK toilet care market, % share, by launch type, 2009-13
                                                                              • New formulations peak in 2012
                                                                                • Relaunches pick up pace
                                                                                  • Renewed focus on new products and range extensions
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • Market in decline
                                                                                        • Figure 18: UK retail value sales and forecast of specialist toilet care products*, 2008-18
                                                                                      • Mixed fortunes at sub-sector level
                                                                                        • The future
                                                                                            • Figure 19: Best- and worst-case forecast of UK retail sales of specialist toilet care products*, 2008-18
                                                                                          • Forecast methodology
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Liquid/gel cleaners dominate the market
                                                                                                • Figure 20: Estimated breakdown of UK retail value sales of specialist toilet care products, by segment, 2013
                                                                                                • Figure 21: UK retail value sales of specialist toilet care products, by segment, 2009-13
                                                                                              • In-bowl rim blocks and liquids/gels in decline
                                                                                                • Sales reversal in in-cistern blocks
                                                                                                • Market Share

                                                                                                  • Key points
                                                                                                    • Branded products dominate the market
                                                                                                      • Figure 22: Estimated brand shares in specialist toilet care*, by value, year to July, 2012 and 2013
                                                                                                    • Potential for other players to access the market
                                                                                                      • Jeyes suffers mixed fortunes for its key brands
                                                                                                        • Unilever takes multi-faceted approach to growing Domestos brand
                                                                                                          • Three Harpic lines – only one in growth
                                                                                                            • SC Johnson takes the lead with Duck Fresh Discs
                                                                                                              • Ecover has strong growth potential
                                                                                                                • Own brands suffer from poor image
                                                                                                                • Companies and Products

                                                                                                                  • Jeyes (Bloo, Parozone)
                                                                                                                    • Background
                                                                                                                      • Product range
                                                                                                                          • Figure 23: New product launches by Jeyes in the UK toilet care market, August 2012-August 2013
                                                                                                                        • Advertising and marketing
                                                                                                                          • Figure 24: Jeyes advertising expenditure on toilet cleaning and freshening products, 2009-13
                                                                                                                        • Reckitt Benckiser (Harpic, Cillit Bang)
                                                                                                                          • Background
                                                                                                                            • Product range
                                                                                                                                • Figure 25: New product launches by Reckitt Benckiser in the UK toilet care market, August 2012-August 2013
                                                                                                                              • Advertising and marketing
                                                                                                                                • Figure 26: Reckitt Benckiser advertising expenditure on toilet cleaning and freshening products, 2009-13
                                                                                                                              • McBride
                                                                                                                                • Background
                                                                                                                                  • Product range
                                                                                                                                    • Figure 27: New product launches by McBride in the UK toilet care market, August 2012 - August 2013
                                                                                                                                  • SC Johnson (Duck)
                                                                                                                                    • Background
                                                                                                                                      • Product range
                                                                                                                                          • Figure 28: New product launches by SC Johnson in the UK toilet care market, August 2012-August 2013
                                                                                                                                        • Advertising and marketing
                                                                                                                                          • Figure 29: SC Johnson advertising expenditure on toilet cleaning and freshening products, 2009-13
                                                                                                                                        • Unilever (Domestos)
                                                                                                                                          • Background
                                                                                                                                            • Product range
                                                                                                                                                • Figure 30: New product launches by Unilever in the UK toilet care market, August 2012-August 2013
                                                                                                                                              • Advertising and marketing
                                                                                                                                                • Figure 31: Unilever advertising expenditure on toilet cleaning and freshening products, 2009-13
                                                                                                                                              • Ecover
                                                                                                                                                • Background
                                                                                                                                                  • Product range
                                                                                                                                                    • Advertising and marketing
                                                                                                                                                    • Brand Research

                                                                                                                                                      • Brand map
                                                                                                                                                          • Figure 32: Attitudes towards and usage of brands in the toilet cleaning sector, August 2013
                                                                                                                                                        • Correspondence analysis
                                                                                                                                                          • Brand attitudes
                                                                                                                                                            • Figure 33: Attitudes, by toilet cleaning brand, August 2013
                                                                                                                                                          • Brand personality
                                                                                                                                                            • Figure 34: Toilet cleaning brand personality – macro image, August 2013
                                                                                                                                                            • Figure 35: Toilet cleaning brand personality – micro image, August 2013
                                                                                                                                                          • Brand experience
                                                                                                                                                            • Figure 36: Toilet cleaning brand usage, August 2013
                                                                                                                                                            • Figure 37: Satisfaction with various toilet cleaning brands, August 2013
                                                                                                                                                            • Figure 38: Consideration of toilet cleaning brands, August 2013
                                                                                                                                                            • Figure 39: Consumer perceptions of current toilet cleaning brand performance, August 2013
                                                                                                                                                          • Brand index
                                                                                                                                                            • Figure 40: Toilet cleaning brand index, August 2013
                                                                                                                                                          • Target group analysis
                                                                                                                                                            • Figure 41: Target groups, August 2013
                                                                                                                                                            • Figure 42: Toilet cleaning brand usage, by target groups, August 2013
                                                                                                                                                          • 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
                                                                                                                                                                      • Above-the-line advertising spend falling
                                                                                                                                                                        • Figure 43: Main media advertising expenditure on toilet cleaners/fresheners, 2009-13
                                                                                                                                                                      • Four companies dominate spending
                                                                                                                                                                        • Figure 44: Main media advertising expenditure on toilet cleaners/fresheners, by leading advertisers, 2009-13
                                                                                                                                                                        • Figure 45: Main media advertising expenditure on toilet cleaners/fresheners, by leading advertisers, 2009-13
                                                                                                                                                                      • Three brands dominate spend
                                                                                                                                                                        • Figure 46: Main media advertising expenditure on toilet cleaners/fresheners, by top ten brands, 2012
                                                                                                                                                                        • Figure 47: Main media advertising expenditure on toilet cleaners/fresheners, by top brands, 2013
                                                                                                                                                                      • SC Johnson focuses exclusively on Duck Fresh Discs
                                                                                                                                                                        • TV advertising dominates
                                                                                                                                                                          • Figure 48: Main media advertising expenditure on toilet cleaners/fresheners, % share by media type, 2009-13
                                                                                                                                                                        • Online presence goes interactive
                                                                                                                                                                          • Using ‘studies’ to educate and influence consumers
                                                                                                                                                                          • Channels to Market

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Grocery multiples dominate distribution
                                                                                                                                                                                • Figure 49: Retail distribution of specialist toilet care products*, 2011-13
                                                                                                                                                                              • Growth in discount chains on UK high streets
                                                                                                                                                                                • Symbol groups losing share
                                                                                                                                                                                • Toilet Cleaning and Buying Responsibilities

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Responsibility for toilet cleaning
                                                                                                                                                                                      • Figure 50: Responsibility for cleaning the toilet(s) and buying toilet cleaning products, August 2013
                                                                                                                                                                                    • Men beginning to care and share
                                                                                                                                                                                      • Solution-focused 16-24-year-olds
                                                                                                                                                                                        • Impact of old age
                                                                                                                                                                                        • Frequency of Product Usage and Replacement

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Three products dominate toilet cleaning routine
                                                                                                                                                                                              • Figure 51: Frequency of usage of products for cleaning the toilet, August 2013
                                                                                                                                                                                            • Liquid toilet cleaner/gel not far behind bleach
                                                                                                                                                                                              • Multi-purpose products also widely used
                                                                                                                                                                                                • Wipes: multi-purpose v specific
                                                                                                                                                                                                  • Limescale concerns – time for a different approach
                                                                                                                                                                                                    • Toilet brush – potential for product development
                                                                                                                                                                                                      • Peak in once a week usage
                                                                                                                                                                                                        • Frequency of replacement of continuous freshening/cleaning products
                                                                                                                                                                                                          • Figure 52: Frequency of replacement of products for continuous freshening/cleaning of the toilet, August 2013
                                                                                                                                                                                                        • In-bowl usage skewed to rim block usage
                                                                                                                                                                                                          • In-cistern blocks – specific demographic profile
                                                                                                                                                                                                            • Scepticism and cost – issues to be tackled
                                                                                                                                                                                                            • Reasons for Not Using Rim Blocks and Liquid Rims

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Barriers to using rim blocks and liquid/gel toilet rim products
                                                                                                                                                                                                                  • Figure 53: Reasons for not using rim blocks or liquid/gel toilet rims, August 2013
                                                                                                                                                                                                                • Germs – could more be done to allay consumer concerns?
                                                                                                                                                                                                                  • Multi-purpose products and the over 65s
                                                                                                                                                                                                                    • Hands-off approach by 16-24-year-olds
                                                                                                                                                                                                                      • Who’s doing the economising?
                                                                                                                                                                                                                        • Necessity could be the mother of invention
                                                                                                                                                                                                                          • Fragrance and colour low priorities
                                                                                                                                                                                                                          • Toilet Cleaning Behaviour

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Over half take a routine approach to toilet cleaning
                                                                                                                                                                                                                                • Figure 54: Toilet cleaning behaviour, August 2013
                                                                                                                                                                                                                              • Cleaning for guests and visitors
                                                                                                                                                                                                                                • Four in ten clean the toilet when it looks dirty
                                                                                                                                                                                                                                  • Touching the toilet – a growing concern
                                                                                                                                                                                                                                    • Rubber gloves – underdeveloped NPD
                                                                                                                                                                                                                                      • Wipes – room to increase usage
                                                                                                                                                                                                                                        • Air fresheners and their influence on toilet care
                                                                                                                                                                                                                                        • Bleach vs. Specialist Toilet Liquids/Gels

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Opinion is divided
                                                                                                                                                                                                                                              • Figure 55: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels, by various criteria, July 2013
                                                                                                                                                                                                                                            • The environmental issue – uncertainty most acute
                                                                                                                                                                                                                                              • The many advantages of bleach
                                                                                                                                                                                                                                                • Choice of fragrances and adding a fresh smell
                                                                                                                                                                                                                                                  • Potential to focus on longer lasting results
                                                                                                                                                                                                                                                    • Consumer uncertainties about product benefits
                                                                                                                                                                                                                                                      • Ease of use valued in liquid/gel toilet cleaners
                                                                                                                                                                                                                                                      • Appendix – Market Drivers

                                                                                                                                                                                                                                                          • Figure 56: Number of toilets in home, by demographics, August 2013
                                                                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                          • Figure 57: Best- and worst-case forecast for UK retail sales of specialist toilet care products, at current prices, 2013-18
                                                                                                                                                                                                                                                      • Appendix – Brand Research

                                                                                                                                                                                                                                                          • Figure 58: Brand usage, August 2013
                                                                                                                                                                                                                                                          • Figure 59: Brand commitment, August 2013
                                                                                                                                                                                                                                                          • Figure 60: Brand momentum, August 2013
                                                                                                                                                                                                                                                          • Figure 61: Brand diversity, August 2013
                                                                                                                                                                                                                                                          • Figure 62: Brand satisfaction, August 2013
                                                                                                                                                                                                                                                          • Figure 63: Brand attitude, August 2013
                                                                                                                                                                                                                                                          • Figure 64: Brand image – macro image, August 2013
                                                                                                                                                                                                                                                          • Figure 65: Brand image – micro image, August 2013
                                                                                                                                                                                                                                                          • Figure 66: Profile of target groups, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 67: Psychographic segmentation by target groups, August 2013
                                                                                                                                                                                                                                                          • Figure 68: Brand usage, by target groups, August 2013
                                                                                                                                                                                                                                                        • Brand index
                                                                                                                                                                                                                                                          • Figure 69: Brand index, August 2013
                                                                                                                                                                                                                                                      • Appendix – Toilet Cleaning and Buying Responsibilities

                                                                                                                                                                                                                                                          • Figure 70: Responsibility for cleaning the toilet(s), by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 71: Responsibility for cleaning the toilet(s) among men, August 2013
                                                                                                                                                                                                                                                          • Figure 72: Responsibility for cleaning the toilet(s) among men, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 73: Responsibility for cleaning the toilet(s) among women, August 2013
                                                                                                                                                                                                                                                          • Figure 74: Responsibility for buying toilet cleaning products among women, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 75: Responsibility for buying toilet cleaning products, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 76: Responsibility for buying toilet cleaning products among men, August 2013
                                                                                                                                                                                                                                                          • Figure 77: Responsibility for buying toilet cleaning products among men, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 78: Responsibility for buying toilet cleaning products among women, August 2013
                                                                                                                                                                                                                                                          • Figure 79: Responsibility for buying toilet cleaning products among women, by demographics, August 2013
                                                                                                                                                                                                                                                      • Appendix – Frequency of Product Usage and Replacement

                                                                                                                                                                                                                                                          • Figure 80: Frequency of any usage of wipes for cleaning the toilet, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 81: Frequency of any usage of toilet brush for cleaning the toilet, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 82: Frequency of usage of bleach for cleaning the toilet, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 83: Frequency of usage of liquid toilet cleaner/gel for cleaning the toilet, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 84: Frequency of replacement of any usage of rim blocks or liquid toilet rim for continuous freshening/cleaning of the toilet, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 85: Frequency of replacement of any usage of flush treatment products for continuous freshening/cleaning of the toilet, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 86: Frequency of replacement of in-bowl rim blocks for continuous freshening/cleaning of the toilet, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 87: Frequency of replacement of in-bowl liquid/gel toilet rim for continuous freshening/cleaning of the toilet, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 88: Frequency of replacement of in-cistern blocks for continuous freshening/cleaning of the toilet, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 89: Frequency of replacement of toilet freshener discs that stick to toilet bowl for continuous freshening/cleaning of the toilet, by demographics, August 2013
                                                                                                                                                                                                                                                      • Appendix – Reasons for Not Using Rim Blocks and Liquid Rims

                                                                                                                                                                                                                                                          • Figure 90: Reasons for not using rim blocks or liquid/gel toilet rims, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 91: Reasons for not using rim blocks or liquid/gel toilet rims, by demographics (continued), August 2013
                                                                                                                                                                                                                                                      • Appendix – Toilet Cleaning Behaviour

                                                                                                                                                                                                                                                          • Figure 92: Toilet cleaning behaviour, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 93: Toilet cleaning behaviour, by demographics (continued), August 2013
                                                                                                                                                                                                                                                      • Appendix – Bleach vs. Specialist Toilet Liquids/Gels

                                                                                                                                                                                                                                                          • Figure 94: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Killing germs, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 95: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Removing stains, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 96: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Removing limescale, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 97: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Giving a fresh and pleasant smell, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 98: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Choice of scents, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 99: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Easy to use, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 100: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Long-lasting results, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 101: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Having a thicker consistency so product remains on the surface of toilet bowl, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 102: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Effectively cleaning under the toilet rim, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 103: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Best value for money, by demographics, August 2013
                                                                                                                                                                                                                                                          • Figure 104: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – More environmentally friendly, by demographics, August 2013

                                                                                                                                                                                                                                                      Companies Covered

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

                                                                                                                                                                                                                                                      Toilet Cleaning - UK - October 2013

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