2020
9
UK Cleaning in and Around the Home Market Report 2020
2021-01-20T03:02:59+00:00
OX989558
2195
132743
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Report
en_GB
“Amidst the difficulties of the COVID-19 pandemic, household cleaning products have enjoyed a golden period. Consumers have been cleaning more to keep them safe from the deadly virus and in…

UK Cleaning in and Around the Home Market Report 2020

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Cleaning in and Around the Home market including the behaviors, preferences and habits of the consumer.

Although the COVID-19 pandemic highlighted the importance of maintaining enhanced levels of hygiene, 70% of those who clean their home do so in order that their house smells clean. Germkilling attributes in cleaning products have become a preferred choice in the face of the pandemic, but scents help to maintain the motivation to clean.

COVID-19 has increased the frequency of cleaning tasks dramatically, leading people to spend more time each week cleaning the home. The third lockdown announced in England on 5 January 2021, due to the new highly transmissible strain of coronavirus, will ensure these new habits stay well into 2021, even though the rollout of the vaccination program will settle some longer-term concerns. These increased cleaning habits will particularly stay in place as the work-from-home culture has become more established, resulting in higher use of bathrooms, toilets and kitchens than before.

Although people will continue with their increased cleaning routines in the early part of 2021, a successful vaccination program will assist in the return to some level of normalcy in the second half of 2021. This will see people reduce the amount they clean compared to the height of the pandemic. It will therefore be a challenge for brands to replicate the landmark year of 2020, and brands will need to ensure they are doing all they can to leverage the trust they have built in 2021. The volatile job market will lead to consumers spending cautiously and cutting back on nonessential spending so consumers are expected to seek value for money, leading to an increased interest in lower-priced products.

The mental and emotional wellbeing impact of COVID-19 has impacted every consumer segment. Cleaning products can revolutionise the concept of household cleaners by repositioning them as stress busters. Aromatherapy can uplift the category and keep consumers engaged, while brands can also focus on the mental benefits that the whole cleaning process can provide, not just the outcome.

Read on to find out more or take a look at all of our UK Household market research.

Quickly understand

  • The impact of COVID-19 on consumer behaviour towards household cleaning.
  • Time spent cleaning in a typical week, and the change compared to pre-COVID times.
  • Changes in cleaning behaviours since COVID-19.
  • Motivating factors behind cleaning.
  • Sources of tips and ideas for cleaning in and around the home.
  • Attitudes towards cleaning in and around the home.

Covered in this report

Product areas included: The bathroom (eg toilet, bath, sinks, tiles), the kitchen (eg countertops, stovetop, tiles), the oven, vacuuming floors, mopping floors, sweeping floors, dusting items/furniture, polishing furniture, vacuuming fabrics/upholstery , spot cleaning fabrics/upholstery, shampooing fabrics/upholstery, windows. This Report also includes caring for outdoor spaces, including: Gardens, driveways, garages, sheds.

Expert analysis from a specialist in the field

Written by Aprita Sharma, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Amidst the difficulties of the COVID-19 pandemic, household cleaning products have enjoyed a golden period. Consumers have been cleaning more to keep them safe from the deadly virus and in response to being at home more. However, once the vaccination program progresses and the threat dissipates later in 2021, cleaning frequency will reduce and people will look beyond germ-killing properties in their household cleaners. Brands have the opportunity to enhance consumer loyalty now by focusing on how they can actively contribute towards a safe, serene and productive home.

Arpita Sharma

Household Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • COVID-19: Market context
    • Impact of the January lockdown and the vaccination rollout
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on consumer behaviour and cleaning the homes
      • Figure 1: Short, medium and long-term impact of COVID-19 on household cleaners, 11 January 2021
    • The market
    • Adapt to consumers prioritising value for money
    • Position cleaning brands as wellbeing partners
    • Use technology to enhance the cleaning experience
    • Stand out with sustainability initiatives
    • The consumer
    • Staying at home during pandemic led to increase in cleaning occasions
      • Figure 2: Average time spent cleaning the home in a typical week, August 2019 and September 2020
    • Lockdowns increase the importance of outdoor spaces
      • Figure 3: Time spent tending to outside spaces, by age, September 2020
    • Help make surface cleaning a more enjoyable task
      • Figure 4: Change in frequency of cleaning tasks since COVID-19, September 2020
    • Motivate different age groups with distinct strategies
      • Figure 5: Motivations for cleaning the home, September 2020
    • Ensure that homes are safe, happy and at their best
      • Figure 6: Cleaning behaviours, September 2020
    • Utilise social media to influence cleaning behaviours
      • Figure 7: Sources of information for cleaning tips and ideas, September 2020
    • Increase visibility of sustainable initiatives
      • Figure 8: Attitudes towards cleaning in and around the home, September 2020
  3. Issues and Insights

    • Challenge gender disparity caused by COVID-19
    • Seek to directly influence consumer wellbeing
  4. The Market – Key Takeaways

    • COVID-19 creates the opportunity for own-label to take the initiative
    • Capitalise on consumer loyalty through direct-to-consumer channels
    • Transform the image of brands by aligning with mental health
    • Be bold on sustainability to stand out over the long term
  5. Market Drivers

    • Impact of the January 2021 lockdown
    • The volatile job market will shrink consumer spending
      • Figure 9: OBR expectations for GDP and unemployment, 2020-25
    • Private label will tap into the price-sensitive market
      • Figure 10: Examples of private-label eco-friendly cleaning products, 2020
    • Use the early months of 2021 to capitalise on loyalty
    • Leverage the direct-to-consumer channel to keep consumers engaged
    • Cater to the demands of the growing older generations
      • Figure 11: Trends in the age structure of the UK population, 2015-25
    • Own the responsibility of mental wellbeing of consumers
    • Use aromatherapy and improve performance to become a wellbeing aid
      • Figure 12: Cleaning products launches with aromatherapy claims, November 2019-October 2020
    • Exploit technology to elevate the cleaning experience
      • Figure 13: OurHome is chore management app that gamifies chores for kids, 2020
    • Promote the importance of formulation in sustainability strategies
    • Use refills to increase engagement with shopping
    • Explore upcycling options in product packaging
      • Figure 14: Method’s limited edition Art Collection bottles, 2020
  6. The Consumer – Key Takeaways

    • Germicidal properties will be a priority until the virus disappears
    • Boost engagement with men through purposeful initiatives
    • Use products to create a healthy, happy and productive home
  7. The Impact of COVID-19 on Consumer Behaviour

    • Offer germ-killing capability to alleviate consumer concerns
      • Figure 15: Concern about exposure to COVID-19/coronavirus, 28 February-19 November 2020
    • Pay attention to the requirements of older generations
    • Merge current functional focus with added longer-term value benefits
    • Enable homes to become a sanctuary
    • Bestow consumers with an immersive experience
    • Get business ready for upsurge in the online shopping channel
      • Figure 16: Shopping behaviours during COVID-19, 16 April-19 November 2020
      • Figure 17: Concentrated household cleaner refills launched in the UK, 2020
    • Leverage the power of subscription services amidst fear of shortages
    • Environment concerns will return to centre stage
  8. Time Spent Cleaning the Home

    • Hygiene concerns surge during pandemic
    • Staying at home increases time spent cleaning
      • Figure 18: Average time spent cleaning the home in a typical week, August 2019 and September 2020
    • Women take the brunt of additional cleaning
      • Figure 19: Average time spent cleaning the home in a typical week, by gender, September 2020
      • Figure 20: Percentage point change in average time spent cleaning the home in a typical week, by gender, August 2019 and September 2020
    • Build men’s confidence in cleaning
    • Look beyond germicidal products to appeal to women
    • Vulnerable age groups fear the worst may happen to them
      • Figure 21: Average time spent cleaning the home in a typical week, by age, November 2019 and September 2020
      • Figure 22: Hard surface cleaners which claim to kill more than 99% of known germs, 2020
  9. Time Spent Tending Outside Spaces

    • Lockdowns increase the importance of outdoor spaces
      • Figure 23: Average time spent tending to outside spaces, September 2020
    • Appeal to the more engaged over-55s
      • Figure 24: Time spent tending to outside spaces, by age, September 2020
  10. Changes in Cleaning Behaviours since COVID-19

    • Surface cleaning increases due to hygiene concerns and lifestyle changes
      • Figure 25: Change in frequency of cleaning tasks since COVID-19, September 2020
    • Help make surface cleaning a more enjoyable task
    • Challenge gender disparity in cleaning tasks
      • Figure 26: Change in frequency of cleaning tasks since COVID-19, by gender, September 2020
    • Enable consumers to create relaxing havens in toilets and bathrooms
      • Figure 27: Cleaning products infused with essential oils, November 2019-October 2020
  11. Motivations for Cleaning the Home

    • Focus on scents to keep cleaning engagement high
      • Figure 28: Motivations for cleaning the home, September 2020
    • Adjust health and efficacy messaging to appeal to older groups
      • Figure 29: Product launches with antiviral claims, 2020
    • Incentivise younger groups through the emotional impact of cleaning
      • Figure 30: Motivations for cleaning the home, by generation, September 2020
  12. Cleaning Behaviours

    • Ensure that homes are safe, happy and at their best
      • Figure 31: Cleaning behaviours, September 2020
    • Encourage consumers to take control with cleaning routines
  13. Sources of Cleaning Tips and Ideas

    • Maximise touchpoints with self-reliant consumers
      • Figure 32: Source of information for cleaning tips and ideas, September 2020
    • Use the influence of family and friends to engage new consumers
    • Extend social media reach to create more impact
  14. Attitudes towards Cleaning

    • Environment will come back into focus for consumers
    • Increase visibility of sustainable initiatives
      • Figure 33: Attitudes towards cleaning in and around the home, September 2020
    • Prove efficacy of eco-friendly brands
    • Position multipurpose products as more convenient
      • Figure 34: Multipurpose cleaning product launches, 2020
    • Go beyond pet-friendly to create cleaning products suited for pets
  15. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

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.

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