2022
9
UK Household Cleaning Equipment Market Report 2022
2022-02-24T03:10:59+00:00
OX1100791
2195
148241
[{"name":"Household and Home","url":"https:\/\/store.mintel.com\/industries\/household-home"}]
Report
en_GB
“The needs-based household cleaning equipment market, which is somewhat cushioned from adverse economic scenarios like rising inflation, will stabilise over the next couple of years. Brands will face the challenge…

UK Household Cleaning Equipment Market Report 2022

£ 2,195 (Excl.Tax)

Report Summary

The UK Household Cleaning Equipment report identifies consumer attitudes towards household cleaning equipment, launch activity, and innovation opportunities in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Household Cleaning Equipment market in the UK.

Current Market Landscape

This provides brands with the freedom to innovate with alternative materials, such as coconut fibres and bamboo, with the knowledge that many consumers will be willing to pay for the extra cost.

  • 55% of UK consumers agree that there should be more sustainable cleaning equipment products available.
  • 35% of UK consumers agree that it is acceptable for sustainable cleaning equipment to be more expensive than regular equipment.
  • In 2021, the decrease in concern around COVID-19 has led to a 7% decline in value sales

Rising inflation is expected to impact the economy hard over the course of 2022, raising the cost of living. Cleaning equipment will be somewhat protected by its needs-based status and relatively small share of grocery budgets. Although those feeling financially confident may not change their shopping habits, there will be some consumers who are already struggling financially who will look to save on such products.

Future Market Trends in Household Cleaning Equipment

The biggest threat immediately facing the cleaning equipment market is a general disengagement with the market as concerns around COVID-19 fade and consumers return to more normal lives. In order to maintain engagement, brands can look to target those consumers who will still be spending more time at home as a result of the growth in hybrid working. Such consumers will still need to ensure that their homes are clean and tidy in order to be fully productive.

As the impact of the pandemic diminishes, environmental concerns will come to the forefront, creating opportunities for brands to make a difference to the planet. Consumers will seek out brands that are highly engaged in climate and sustainability initiatives. Brands have an opportunity to work towards an eco-friendlier version of themselves using product innovations, process improvements and marketing campaigns around environmental issues.

Read on to discover more details or take a look at all of our UK Household, House and Home market research

Quickly understand

  • The impact of COVID-19 on the household cleaning equipment market.
  • Launch activity and innovation opportunities for household cleaning equipment for 2022 and beyond.
  • Purchase responsibilities for household cleaning equipment.
  • Usage of products within the household cleaning equipment category.
  • Purchase drivers of cleaning equipment.
  • Usage behaviour around household cleaning equipment, especially during the pandemic-led lockdowns.
  • Attitudes towards sustainability credentials within the household cleaning equipment category.

Covered in this report

Brands: Spontex, Vileda, Flash, Marigold, Easy Do, Minky, EcoCoconut, ALDI, Tesco, Brillo, Pledge, Addis, Marigold, 151, Talking Tables, Maistic, Scrub Daddy, Sorbo, Duzzit, Greener Cleaner, Dish Matic, Bizzybee, Keep It Handy, Microban, E-Cloth, Wilton, Zero Waste Club, Sparkle & Shine, Clean & Shine, Co-Op, Jarden, John Lewis Partnership, Amazon, Spontex, Spongik, Kärcher, JML Direct, Freudenberg, Wilko, Hoover, Infinite Appliances, Vax Appliances, Grey Technology, Dyson, Euro Pro Operating LLC, Waitrose, Grifon.

Expert analysis from a specialist in the field

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

The needs-based household cleaning equipment market, which is somewhat cushioned from adverse economic scenarios like rising inflation, will stabilise over the next couple of years. Brands will face the challenge of maintaining engagement in a post-pandemic world, but environmental and social sustainability initiatives in product innovations and marketing activities focused around consumer wellbeing can be key to growth in the future.

Arpita Sharma
Global Household 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

    • The five year outlook for household cleaning equipment
      • Figure 1: Category outlook, 2022-27
    • The market
    • Market size and forecast
      • Figure 2: Market forecast for household cleaning equipment, 2021-26
    • Need-based household cleaning equipment market will thrive on innovations
    • Companies and brands
    • Spontex leads the market share of branded products while own-label maintains share
      • Figure 3: Brand shares in value sales of household cleaning equipment, 2021
    • Brands keep consumers engaged with new product launches in 2020 and 2021
      • Figure 4: Launches of household cleaning equipment, by launch type, 2018-21
    • The consumer
    • Majority of people are involved in shopping for cleaning equipment
      • Figure 5: Responsibility for purchasing household cleaning equipment, by age, 2021
    • The pandemic led opportunities for cleaning equipment
      • Figure 6: Any usage of household cleaning equipment in the last three months, 2019 and 2021
    • Reusability accounts for sustainable and cost-effective living
      • Figure 7: Important factors when buying household cleaning equipment, 2021
    • Support consumers towards eco-friendly behaviours
      • Figure 8: Cleaning equipment behaviours, 2021
    • Prepare for penetration of technology in household care space
      • Figure 9: Usage of floor cleaning equipment, 2021
    • Fulfil the desire for convenient cleaning
      • Figure 10: Floor cleaning behaviours, 2021
    • Sustainability is key to growth of household cleaning equipment
      • Figure 11: Attitudes towards household cleaning equipment, 2021
  3. Issues and Insights

    • COVID-19’s impact on irreversible concerns around the planet
    • Support consumers’ physical and mental wellbeing needs
  4. Market Size and Performance

    • Household cleaning equipment market declined in 2021
      • Figure 12: Market size for household cleaning equipment, 2016-21 (prepared in January 2022)
    • Household cleaning equipment largely protected from economic difficulty
    • Sustainability-led innovations will keep the market upbeat
  5. Market Forecast

    • Expect a polarised response to inflationary issues
      • Figure 13: Category outlook, 2022-27
    • Pandemic-led surge to stabilise with sustainability taking centre stage
      • Figure 14: Market forecast for household cleaning equipment, 2021-26
    • Market drivers and assumptions
      • Figure 15: Key drivers affecting Mintel’s market forecast, 2015-26
    • Forecast methodology
  6. Market Segmentation

    • Pandemic encouraged sales across all cleaning equipment segments
      • Figure 16: UK retail value sales of household cleaning equipment*, by segment, 2019-21
    • Reusability will boost sales of cloths and sponges
  7. Channels to Market

    • Supermarkets dominate the trade channel
      • Figure 17: Retail value sales of household cleaning equipment, by outlet type, 2019-21
    • Online could pose threat for cleaning equipment
  8. Market Drivers

    • Consumers’ financial wellbeing has slipped from its recent high point
      • Figure 18: Trends in consumer sentiment for the coming year, 2016-22
    • …and concerns over inflation are coming to the fore
      • Figure 19: Consumer concerns about household finances, 2021
    • Eco-friendly credentials in the wake of the climate crisis
      • Figure 20: Examples of launches with biodegradable claim, 2020-21
    • Brand communication can be a key differentiator in competitive markets
    • Tracked carbon emissions have the potential to impact purchase decisions
    • Private label to face tough fight by branded sustainable alternatives
      • Figure 21: Private label launches carrying ethical/environmental claims, 2020-21
    • Address cleaning-related stress through efficient cleaning equipment
    • Clean homes positively impact mental wellbeing
  9. Market Share

    • Spontex leads the market share of branded products within household cleaning equipment
      • Figure 22: Brand shares in value sales of household cleaning equipment, 2020 and 2021
    • Flash and Marigold compete for third spot
      • Figure 23: New product launches by marigold in household cleaning equipment, 2020
    • Own-label maintained market share in 2021
    • Addis gains market share with newly launched bathroom wand
      • Figure 24: Addis’s telescopic bathroom wand, 2021
  10. Launch Activity and Innovation

    • Brands maintain momentum with new product launches in 2020 and 2021
      • Figure 25: Launches of household cleaning equipment, by launch type, 2018-21
      • Figure 26: Examples of new product launches, 2020
    • Stronger focus on new variety and range extensions in 2021
      • Figure 27: Examples of new variety/range extensions, 2021
    • Innovations in ethical and environmental space to align with consumer sentiments
      • Figure 28: Top claims on household cleaning equipment launches, by leading claims, 2020 and 2021
      • Figure 29: Examples of household cleaning equipment with both ethical-recycling and ethical-packaging claims, 2020-21
    • Antibacterial claims grow during the pandemic
      • Figure 30: Examples of product launches with antibacterial claims, 2020-21
      • Figure 31: Examples of product launches with vegan claims, 2020-21
    • Own-label strives to maintain its market share
      • Figure 32: Launches of household cleaning equipment, by own-label v branded, 2018-21
      • Figure 33: Examples of private label launches, 2020-21
    • Spontex catered to all consumer segments with varied claims
      • Figure 34: Launches of household cleaning equipment, % share by ultimate parent company (top six and others), 2021
      • Figure 35: Examples of cleaning equipment launches by Spontex (Jarden), 2020-21
    • Start-ups represent a potential threat to established brands
      • Figure 36: Spongik’s eco-friendly kitchen sponge set launched in Italy, 2021
    • Technology enhancement in floor cleaners essential to add value
      • Figure 37: BR 30/1 scrubber dryer from Kärcher
  11. Advertising and Marketing Activity

    • Increasing adspend showcases the competitive landscape of the category
      • Figure 38: Total above-the line, online display and direct mail advertising expenditure on household cleaning equipment*, 2017-21
    • Procter & Gamble continues to be the top advertiser
      • Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on household cleaning equipment*, by top advertisers, 2018-21
    • Kärcher continues to push Window Vac
      • Figure 40: Kärcher’s Window Vac Instagram post, 2021
    • Vileda advertisements emphasize efficacy
      • Figure 41: Vileda’s television adverts, 2021
    • Mapa Spontex invests to push its dustpan product
      • Figure 42: Mapa Spontex advertisements, 2021
    • Adspend on vacuum cleaners rebounds in 2021
      • Figure 43: Total above-the-line, online display and direct mail advertising expenditure on vacuums, 2017-21
    • Vax leads the market for adspend in vacuum cleaner category
      • Figure 44: Recorded above-the-line, online display and direct mail total advertising expenditure on vacuums, by top advertisers in 2021, 2019-21
    • Major players invest in cordless vacuum with new technologies
      • Figure 45: Share of highest recorded adspend in vacuums, by top advertisers, 2021
    • Nielsen Ad Intel coverage
  12. Responsibility for Product Purchase

    • Majority of people are involved in shopping for cleaning equipment
      • Figure 46: Responsibility for purchasing household cleaning equipment, by gender, 2021
    • Support society to diminish gender disparity
      • Figure 47: Responsibility for purchasing household cleaning equipment, by age and gender, 2021
  13. Usage of Cleaning Equipment

    • Kitchen takes centre stage for usage of cleaning equipment
      • Figure 48: Cleaning tools designed for bathroom-specific needs, 2021-22
      • Figure 49: Usage of household cleaning equipment in the last three months, by room in the house, 2021
    • Pandemic-led opportunity for cleaning equipment
      • Figure 50: Any usage of household cleaning equipment in the last three months, 2019 and 2021
    • COVID-19 propelled increase in repertoire for cleaning equipment
      • Figure 51: Repertoire of cleaning equipment products used in the last three months, 2019 and 2021
  14. Important Purchase Factors for Cleaning Equipment

    • Reusability accounts for sustainable and cost-effective living
      • Figure 52: Important factors when buying household cleaning equipment, November 2021
    • Demand for multifunctional products poses threat to specialist equipment
    • Upsurge in demand for antibacterial claim during COVID-19 pandemic
  15. Behaviours around Cleaning Equipment

    • Support consumers towards eco-friendly behaviours
    • Encourage consumers to recycle by acting as educators
      • Figure 53: Cleaning equipment behaviours, 2021
    • Tackle the threat from kitchen rolls through relevant innovation
      • Figure 54: Product launches with additional claims for enhanced hygiene and antibacterial properties, 2021
  16. Usage of Floor Cleaning Equipment

    • Prepare for penetration of technology in household care space
      • Figure 55: Usage of floor cleaning equipment, 2021
    • Integrated equipment can resonate with parents
    • Working from home will expand usage of dustpans, brooms and brushes
  17. Behaviours around Floor Cleaning

    • Consumers anticipate equipment to support germicidal properties
      • Figure 56: Floor cleaning behaviours, 2021
    • Fulfil the desire for convenient cleaning through robotic cleaners
  18. Attitudes towards Household Cleaning Equipment

    • Put sustainability at the heart of cleaning homes
    • Combine sustainability with durability and performance
      • Figure 57: Attitudes towards household cleaning equipment, 2021
    • Product features override price consciousness
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix: Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 58: Value of the household cleaning products market (prepared January 2022), 2016-26
      • Figure 59: UK central forecast value sales of household cleaning products market (prepared January 2022), 2021-26
    • Market drivers and assumptions
      • Figure 60: Key drivers affecting Mintel’s market forecast, 2021-26
    • Forecast 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.

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 databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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