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Description

Description

“The environmental issue has yet to take hold of the cleaning equipment market with the same vigour as in other household care categories. However, as consumers begin to consider their behaviours in a more holistic sense, their focus on the environment will become more prominent in cleaning equipment too. Brands will need to do more to close the gap in the number of environmentally friendly options that exist between this market and the sector at large.”

– Richard Hopping, Senior Household Analyst

This report examines the following issues:

  • Sustainability still yet to boom in cleaning equipment
  • Price remains key, but not everything
  • Cordless vacuums show the way for robotics

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The market
            • Value sales continue to increase
              • Figure 1: Best- and worst-case forecast of UK value sales of household cleaning equipment*, 2014-24
            • Numbers of families and households increase
              • Figure 2: Trends in the number of families* and households**, England and Wales, 2011-19
            • Companies and brands
              • Spontex and Vileda continue to lead the market
                • Flash and Minky see significant value sales increase
                  • Figure 3: Brand shares in value sales of household cleaning equipment, year ending November 2019
                • NPD lags in household cleaning equipment category
                  • Figure 4: Launches of household cleaning equipment, by launch type, 2016-19
                • Adspend is increasing in line with sales
                  • Figure 5: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, 2016-19
                • The consumer
                  • Majority of people are involved in the buying process
                    • Figure 6: Responsibility for purchasing household cleaning equipment, by age and gender, November 2019
                  • Sponge scourers dominate usage
                    • Figure 7: Usage of household cleaning equipment in the last three months, by room in the house, November 2019
                  • Value is a key driver of purchase
                    • Figure 8: Important factors when buying household cleaning equipment, November 2019
                  • Wipes and kitchen roll represent threats to equipment
                    • Figure 9: Cleaning equipment behaviours, November 2019
                  • Cordless vacuums becoming more prevalent
                    • Figure 10: Usage of floor cleaning equipment, 2017 and 2019
                  • Recent purchases of vacuum cleaners
                    • Figure 11: Most recent purchase of a vacuum cleaner in the home, November 2019
                  • Germ removal is a key part of cleaning floors
                    • Figure 12: Floor cleaning behaviours, November 2019
                  • What we think
                  • Issues and Insights

                    • Sustainability still yet to boom in cleaning equipment
                      • The facts
                        • The implications
                          • Price remains key, but not everything
                            • The facts
                              • The implications
                                • Cordless vacuums show the way for robotics
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Value sales continue to increase
                                        • Floor cleaning is fastest-growing segment
                                          • More consumers shopping in discount stores
                                            • Numbers of families and households increase
                                              • The natural environment represents a primary concern
                                                • Consumers worry about the health impact of cleaning formulations
                                                • Market Size and Forecast

                                                  • Value sales continue to increase
                                                    • Sustainability has yet to boom in this category
                                                      • Figure 13: UK retail value sales for household cleaning equipment*, at current and constant prices, 2014-24
                                                    • Growth pattern expected to continue
                                                      • Figure 14: Best- and worst-case forecast of UK value sales of household cleaning equipment*, 2014-24
                                                    • Forecast methodology
                                                    • Market Segmentation

                                                      • Floor cleaning is fastest-growing segment
                                                        • Figure 15: UK retail value sales of household cleaning equipment*, by segment, 2017-19
                                                      • Worries about germs impact on value sales of non-disposable products
                                                      • Channels to Market

                                                        • More consumers shopping in discount stores
                                                          • Figure 16: Retail value sales of household cleaning equipment, by outlet type, 2017-19
                                                        • Opportunities to increase consumers’ loyalty
                                                        • Market Drivers

                                                          • Numbers of families and households increase
                                                            • Figure 17: Trends in the number of families* and households**, England and Wales, 2011-19
                                                          • The natural environment represents a primary concern
                                                            • Figure 18: Change in purchase of eco-friendly household care products over the last year, March 2019
                                                          • Consumers worry about the health impact of cleaning formulations
                                                            • Interest in smart home appliances is on the increase
                                                              • Figure 19: Interest in buying smart home devices, by age, March 2019
                                                            • The rise of influencers in household care
                                                            • Companies and Brands – What You Need to Know

                                                              • Spontex and Vileda continue to lead the market
                                                                • Flash and Minky see significant value sales increase
                                                                  • NPD lags in household cleaning equipment category
                                                                    • Total adspend on the increase
                                                                      • Vileda possesses a high-performance image
                                                                      • Market Share

                                                                        • Spontex and Vileda continue to lead the market
                                                                          • Flash and Minky see significant value sales increase
                                                                            • Figure 20: Brand shares in value sales of household cleaning equipment, years ending November 2018 and 2019
                                                                          • Own-label sales slip
                                                                          • Launch Activity and Innovation

                                                                            • NPD lags in household cleaning equipment category
                                                                              • Figure 21: Launches of household cleaning equipment, by launch type, 2016-19
                                                                              • Figure 22: Examples of new product launches, 2019
                                                                            • Environmental focus in cleaning equipment is growing
                                                                              • Figure 23: Top claims on household cleaning equipment launches, by leading claims in 2019, 2018 and 2019
                                                                            • Recycling and upcycling initiatives begin to emerge
                                                                              • Figure 24: Examples of product launches with ethical/environmental claims in the household cleaning equipment category, 2019
                                                                            • Brands dominate NPD
                                                                              • Figure 25: Launches of household cleaning equipment, by own- label v branded, 2016-19
                                                                            • Own-label products continue to drive economy claims
                                                                              • Figure 26: Example of own-label product launches in the household cleaning equipment category, 2019
                                                                            • Flash launches create value
                                                                              • Figure 27: Flash launches in the household cleaning equipment category, 2019
                                                                          • Advertising and Marketing Activity

                                                                            • Total adspend on the increase
                                                                              • Figure 28: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, 2016-19
                                                                            • A few companies responsible for overall adspend
                                                                              • Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on household cleaning equipment*, by top advertisers in 2019, 2017-19
                                                                            • Procter & Gamble appears among top advertisers
                                                                              • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, by leading brands, 2019
                                                                            • Adspend support for vacuum cleaners increases in 2019
                                                                              • Figure 31: Total above-the-line, online display and direct mail advertising expenditure on vacuums, 2017-19
                                                                            • Vax increases adspend share in vacuum cleaner category
                                                                              • Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on vacuums, by top advertisers in 2019, 2017-19
                                                                            • Major companies invest in cordless vacuums
                                                                              • Figure 33: Share of highest recorded adspend in vacuums, by top advertisers, 2019
                                                                            • Nielsen Ad Intel coverage
                                                                            • Brand Research

                                                                                • Brand map
                                                                                  • Figure 34: Attitudes towards and usage of selected brands, October 2019
                                                                                • Key brand metrics
                                                                                  • Figure 35: Key metrics for selected brands, October 2019
                                                                                • e-cloth is noted for innovation
                                                                                  • Figure 36: Attitudes, by brand, October 2019
                                                                                • Spontex risks being seen as boring
                                                                                  • Figure 37: Brand personality – macro image, October 2019
                                                                                • Vileda drives an expert image among consumers
                                                                                  • Figure 38: Brand personality – micro image, October 2019
                                                                                • Brand analysis
                                                                                  • Vileda possesses a high-performance image
                                                                                    • Figure 39: User profile of Vileda, October 2019
                                                                                  • Marigold’s protective benefits lead to a trustworthy reputation
                                                                                    • Figure 40: User profile of Marigold, October 2019
                                                                                  • Spontex lacks an engaging image
                                                                                    • Figure 41: User profile of Spontex, October 2019
                                                                                  • Minky benefits from social media, but lacks a distinctive proposition
                                                                                    • Figure 42: User profile of Minky, October 2019
                                                                                  • e-cloth is considered innovative but has low awareness
                                                                                    • Figure 43: User profile of e-cloth, October 2019
                                                                                • The Consumer – What You Need to Know

                                                                                  • Majority of people are involved in the buying process
                                                                                    • Sponge scourers dominate usage
                                                                                      • Value is a key driver of purchase
                                                                                        • Wipes and kitchen roll represent threats to equipment
                                                                                          • Cordless vacuums becoming more prevalent
                                                                                            • Recent purchases of vacuum cleaners
                                                                                              • Germ removal is a key part of cleaning floors
                                                                                              • Responsibility for Purchasing

                                                                                                • Majority of people are involved in the buying process
                                                                                                  • Figure 44: Responsibility for purchasing household cleaning equipment, by gender, November 2019
                                                                                                • Difference between genders balancing among younger groups
                                                                                                  • Figure 45: Responsibility for purchasing household cleaning equipment, by age and gender, November 2019
                                                                                              • Usage of Cleaning Equipment

                                                                                                • Sponge scourers dominate usage
                                                                                                  • Figure 46: Usage of household cleaning equipment in the last three months, by room in the house, November 2019
                                                                                                • Children influence higher penetration of products
                                                                                                  • Sponge scourers show little financial bias
                                                                                                    • Figure 47: Any usage of household cleaning equipment in the last three months, November 2019
                                                                                                  • Household income influences product repertoire
                                                                                                    • Figure 48: Repertoire of cleaning equipment products used in the last three months, November 2019
                                                                                                • Important Purchase Factors

                                                                                                  • Value is a key driver of purchase
                                                                                                    • Chemical-free cleaning has yet to take hold
                                                                                                      • Figure 49: Important factors when buying household cleaning equipment, November 2019
                                                                                                    • Eco claims set to grow
                                                                                                    • Cleaning Equipment Behaviours

                                                                                                      • Wipes and kitchen roll represent threats to equipment
                                                                                                        • Figure 50: Cleaning equipment behaviours, November 2019
                                                                                                      • Rubber gloves are the answer to skin concerns
                                                                                                        • Figure 51: Ecozone’s Multi-purpose Microfibre Cloth, September 2019
                                                                                                    • Usage of Floor Cleaning Equipment

                                                                                                      • Cordless vacuums becoming more prevalent
                                                                                                        • Figure 52: Usage of floor cleaning equipment, 2017 and 2019
                                                                                                      • Robotic vacuum cleaners increase their influence
                                                                                                        • Mops remain in demand
                                                                                                        • Last Purchase of a Vacuum Cleaner

                                                                                                          • Recent purchases of vacuum cleaners
                                                                                                            • Figure 53: Most recent purchase of a vacuum cleaner in the household, November 2019
                                                                                                          • An opportunity to promote an environmental message
                                                                                                          • Floor Cleaning Behaviours

                                                                                                            • Germ removal is a key part of cleaning floors
                                                                                                              • Figure 54: Floor cleaning behaviours, November 2019
                                                                                                            • Potential to increase penetration of robotic devices despite concerns
                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                • Abbreviations
                                                                                                                  • Consumer research methodology
                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                    • Forecast methodology

                                                                                                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                                                    • Market

                                                                                                                      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                                    • Consumer

                                                                                                                      Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                                    • Brand/Company

                                                                                                                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                                    • Data

                                                                                                                      Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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