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UK COVID-19 And Household Care: A Year On Market Report
2021-05-27T04:04:53+01:00
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“COVID-19 has undoubtedly been a boost for the household care category, as the threat of the virus and the need to stay at home has created more homecare occasions. The…

UK COVID-19 And Household Care: A Year On Market Report

£ 2,195 (Excl.Tax)

Description

The UK COVID-19 and Household Care market report identifies consumer attitudes towards household care, consumer data, and the impact of COVID-19 on household care in the UK. This report covers the household care market size, market forecast, market segmentation and industry trends for the UK Household Care market in the UK.

 

Current Market Landscape

The COVID-19 pandemic is going to have a long-lasting and far-reaching influence on the way that consumers look after their home, and they will not immediately return to the way they looked after their homes before the pandemic.

• 36% of household care buyers/users expect to clean frequently touched surfaces more than they did before.
• 30% of household care buyers/users will prioritise disinfection more than they did prior to the pandemic

Thanks to the heightened hygiene concerns caused by the pandemic and the increased time spent at home, consumers have spent more on household care products. The unique circumstances of the last year have encouraged unique usage and purchasing habits for consumers, causing the value of the household care category to rise by 12% to £5.97 billion in 2020, from £5.34 billion in 2019.

 

Future Market Trends in UK BPC Market

The household care market has been strongly influenced by the COVID-19 pandemic and social restrictions over the past year. However, there is a danger that, after such a long period of heightened category involvement, consumers will draw back and become more disengaged with household care when the need is still obvious. This may see shoppers cutting their spend and view the market as functional only.

Brands have a limited amount of time to fully engage consumers during this remaining period of higher involvement with the category, with opportunities to leverage the trust that has been built in the past year. For example, helping consumers to see how household care brands can help achieve their health and wellness goals will be crucial in turning the pandemic engagement into a longer-term trend.

In a scenario where not having children is becoming progressively mainstream, more focus and attention is instead on pets. As pets continue earning status, there is growing opportunity for specialist pet cleaning products in the household care market.

Read on to discover more details or take a look at all of our UK Beauty and Personal Care market research.

Quickly understand

  • The impact of COVID-19 on the household care market size and forecast.
  • How the pandemic and subsequent economic disruption has influenced consumer behaviour.
  • The changes in household care behaviour that COVID-19 has encouraged.
  • The impact of the pandemic on the price that people are prepared to pay for household care products.
  • What consumers expect their future household care behaviours to look like compared with prior to the pandemic.

Covered in this report

Brands: Delphis, Kilrock Products, Unilever, Glade, Mr Muscle, Whirlpool.

Expert analysis from a specialist in the field

This report, written by Richard Hopping, a leading analyst in the Household Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has undoubtedly been a boost for the household care category, as the threat of the virus and the need to stay at home has created more homecare occasions. The challenge for brands in this category is to ensure that engagement remains high even when the immediate need diminishes in a post-pandemic world. Helping consumers to see how homecare can align with lifestyle goals, such as the priority on looking after health and wellbeing, can help to promote longer-term engagement.
Richard Hopping
Senior Household Care and Brand Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on household care
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on household care, 20 April 2021
    • The market
    • The pandemic provides a major boost for household care
    • The future of the market depends on rate of return to normality
      • Figure 2: COVID-19 scenario forecasts for the household care sector (prepared on 12 April 2021), 2015-25
    • The consumer
    • Consumers have sought to take control of their home
      • Figure 3: Changes in behaviours as a result of COVID-19, March 2021
    • The virus encourages higher spend on individual products
      • Figure 4: Change in price paid for household care products since the start of the COVID-19 outbreak, March 2021
    • A longer-term cleaning boost from the pandemic
      • Figure 5: Expectations of future behaviour after the pandemic, March 2021
  3. Category Winners and Losers

    • People protect themselves with germ-killing cleaners
    • Consumers forced to clean dishes more often
    • Kitchen roll’s hygiene and versatility drives sales
    • Big-name brands leverage their trust
    • Laundry detergents struggle to create the same growth
  4. COVID-19 Consumer Timeline

    • Phase 1 – January-March: Consumers go into lockdown
    • Phase 2 – March-June: Adapting to life in lockdown
      • Figure 6: Recorded daily number of confirmed cases of COVID-19 and deaths registered as relating to the virus, 30 January-31 August 2020
    • Phase 3 – Emerging from the initial lockdown
    • Phase 4 – Rise of the next wave
      • Figure 7: Recorded daily number of confirmed cases of COVID-19, 30 January 2020-28 March 2021
    • Phase 5 – January-March: Winter lockdown and vaccine roll-out
      • Figure 8: Cumulative number of first and second vaccines delivered in the UK, 10 January-7 April 2021
    • Phase 6 – March onwards: The roadmap out of lockdown
  5. The Post-Pandemic Outlook for Household Care

    • Household care will still be a need-based category for most
    • Household care brands will branch further away from functionality
    • The importance of the home has been elevated
    • Promote productivity in the home environment
    • Non-hygiene health concerns will re-emerge
    • Focus on air quality will shape product purchases
      • Figure 9: Examples of household care launches with VOC-free claims, 2019-21
      • Figure 10: SC Johnson Glade Spring limited-edition launches, 2021
    • Consumers are more educated and engaged than ever
      • Figure 11: Change in behaviours since the COVID-19 outbreak, August 2020
    • Brands have built a position of authority to enact change
    • A willingness to shop online will create opportunities
    • Conscious consumerism will influence purchases
      • Figure 12: Attitudes towards sustainability in household care, March 2021
  6. The Economic Impact

    • A record drop in economic activity…
      • Figure 13: Annual percentage change in GDP (forecast), 2007-25
    • …as COVID-19 restrictions caused a severe fall in spending
    • Consumer spending is heavily dependent on the path of the pandemic
      • Figure 14: Household consumption index (scenario forecasts), 2019-25
    • Furloughs have saved millions of jobs…
      • Figure 15: Number of employments furloughed, time series, March 2020-February 2021
    • …but unemployment is forecast to rise when state support ends
      • Figure 16: Quarterly unemployment rate (forecast), Q1 2008-Q1 2026
    • Under-25s have taken the brunt of COVID-19 job losses
      • Figure 17: Change in number of employees on payroll, by age, February 2021 vs February 2020
  7. Market Size and Performance

    • Impact of COVID-19 on household care
      • Figure 18: Impact of COVID-19 on household care market, in short, medium and long term, 20 April 2021
    • The pandemic provided a major boost for household care
    • Consumers followed a two-stage process
      • Figure 19: Value of the UK household care market (prepared on 12 April 2021), 2015-20
    • Brands adapted well to meeting product demand
    • The majority of categories experienced sales growth
  8. Market Forecast

    • 2020 is highly likely to be the peak for household care sales
      • Figure 20: UK forecast for the value of the UK household care market, at current prices (prepared on 12 April 2021), 2015-25
    • A gradual return to near pre-pandemic levels
    • Pandemic will have a long-lasting impact on the market
    • Decline will level off by 2024
  9. COVID-19 Scenario Performance

    • Mintel’s approach to predicting the impact of COVID-19
    • Fundamental differences in how COVID-19 is affecting consumer markets
    • More disruption could increase sales beyond 2020 numbers
      • Figure 21: COVID-19 scenario forecasts for the household care sector (prepared on 12 April 2021), 2015-25
    • Extended disruption will lead to increased sales for longer
    • Mintel’s rapid recovery scenario and central scenario converge by 2022
    • A shift back to growth by 2024 in all scenarios
    • COVID-19 market disruption: risks and outcomes
      • Figure 22: Summary of Mintel scenario expectations and the impact on the household care market, April 2021
  10. Consumer Concerns over the Impact on Health

    • Exposure anxieties align with case numbers
      • Figure 23: Mintel COVID-19 exposure anxiety and lifestyle impact index, 28 February 2020-12 March 2021
    • Exposure anxiety typically higher among over-55s
      • Figure 24: Proportion of adults indicating higher levels of anxiety (‘4’ or ‘5’) towards being exposed to the coronavirus, by age, 28 February 2020-26 March 2021
    • Middle-age band fear transmitting virus
  11. Consumer Concerns over the Impact on Lifestyles

    • Concerns about lifestyles impact outweigh exposure fears
    • Consumers react to unprecedented lifestyle restrictions
      • Figure 25: Mintel COVID-19 exposure anxiety and lifestyle impact index, 28 February 2020-26 March 2021
    • Lifestyle impact concerns high across all age groups
      • Figure 26: Proportion of adults indicating higher levels of anxiety (‘4’ or ‘5’) about how the outbreak could impact their lifestyle, by age, 28 February 2020-26 March 2021
  12. Impact on Household Finances

    • Financial wellbeing has hit new heights despite the crisis…
      • Figure 27: The financial wellbeing index, January 2015- February 2021
    • …but many still feel worse off than a year ago
      • Figure 28: Changes in household finances, January 2015- February 2021
    • One in six have been furloughed at least once
      • Figure 29: Impact of COVID-19 on employment and working patterns, February 2021
    • Income trends point to a two-track crisis and recovery
      • Figure 30: Impact of COVID-19 on personal income, February 2021
    • Cuts to discretionary spending have kept household finances afloat…
      • Figure 31: Impact of COVID-19 on household debts and spending, February 2021
    • …and led to a record savings boost
      • Figure 32: Impact of COVID-19 on the value of savings in different products, February 2021
    • Most are optimistic about the year ahead…
      • Figure 33: The financial confidence index, January 2015-February 2021
    • …and looking forward to getting back to experiences
      • Figure 34: Financial priorities when COVID-19 is no longer a concern, February 2021
  13. How the Pandemic Shaped Consumer Behaviour

    • Using more household care products
      • Figure 35: Change in frequency of cleaning tasks since the outbreak of COVID-19, September 2020
    • A prolonged increased spend on household care products
      • Figure 36: Spending on different categories compared to before the COVID-19 outbreak, 1-12 April 2021
    • Antibacterial still in demand despite the virus threat
      • Figure 37: Preferred cleaning product attributes, March 2021
    • Consumers have begun prioritising health
      • Figure 38: Planned changes to behaviours after the pandemic, March 2021
  14. Changes in Household Care Behaviours from COVID-19

    • Consumers have sought to take control of their home environment
      • Figure 39: Changes in behaviours as a result of COVID-19, March 2021
    • Build on the involvement of children in chores
    • Reassert focus on the gender gap, but support everybody
      • Figure 40: Consumers feeling overwhelmed with chores, by gender and age, March 2021
    • Tap into the new appreciation of the home
    • Build on the trust in household care brands
  15. Spend on Household Care Products

    • The virus encourages higher spend on individual products
      • Figure 41: Change in price paid for household care products since the start of the COVID-19 outbreak, March 2021
    • Greater focus on efficacy during the pandemic
      • Figure 42: Consumers spending more on household care products, by level of concern about being exposed to the virus, March 2021
    • Financial priorities have shifted towards homecare
    • A window of opportunity to engage more experimental youth
  16. Expectations of Future Household Care Behaviours

    • A longer-term cleaning boost from the pandemic
      • Figure 43: Expectations of future behaviour after the pandemic, March 2021
    • Development of germ-management techniques
      • Figure 44: SC Johnson’s Mr Muscle Probiotic drain cleaner, 2021
    • The shift online will be permanent for some
    • Prepare for a return to the eco drive
    • Own-label has some work to do to turn things around
  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  18. Appendix – Central Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 45: Forecast for the value of the UK household care market, 2020-25
    • Market drivers and assumptions
      • Figure 46: Key drivers affecting Mintel’s market forecast (prepared 12 March 2021), 2020-24
    • Forecast methodology
  19. Appendix – COVID Scenario Performance Methodology and Assumptions

    • Scenario performance
      • Figure 47: COVID-19 scenario forecasts for the UK household care market, 2015-25
    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
    • Scenario 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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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

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Data

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*databooks not available with UK B2B Industry reports.

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