Higher living costs are encouraging money-conscious shopping habits for UK consumers, and increasing the preference for own-label and lower-priced brands. However, as consumer confidence recovers, this gives brands in the UK household cleaning market the space to address and meet consumer demand for value beyond low prices.
In the household care space, just under a third of household care product buyers are purchasing more own-label products compared to a year ago. While this increases competition for heritage labels, home cleaning is an essential task undertaken by almost all adults on a weekly basis, thereby ensuring some market protection.
Overall cleaning time has remained relatively unvaried over the past year. However, more people are spending less than 2 hours on home cleaning activities rather than 2-4 hours. The less time consumers invest in home hygiene, the more they are likely to clean as and when needed rather than sticking to a routine. This highlights a need for fast-acting cleaning products.
Products and marketing activities inspired by differing cleaning schedules, designed to meet interest in sustainable homecare, and that give cleaning routines new aims beyond pure home hygiene can help brands stand out.
This report assesses attitudes and behaviours towards cleaning the home for families. This report refers to resident parents who live with their biological, adopted or stepchildren under the age of 18.
Strengthen brand loyalty and drive spending by tailoring NPD and marketing to match personal cleaning routines and helping consumers enhance homecare productivity.
Emilia Tognacchini
Principal Analyst, Household Care and Brands
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