2023
9
UK Shopping for Household Care Products Market Report 2023
2023-06-23T04:08:32+01:00
OX1158455
2195
164365
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Report
en_GB
“At the current time, for many people shopping for household care products is primarily driven by the search for low prices – and they are willing to trade downwards to…

UK Shopping for Household Care Products Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s UK Shopping for Household Care Products Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest household care shopping trends and consumer behaviours affecting your business.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • Who is responsible for shopping for household care products within a household.
  • Which types of store and channels consumers are using to purchase household care products.
  • Changes in consumers’ shopping behaviour amid the cost of living crisis.
  • Attitudes towards shopping for household care products, including the balance between price and quality.

Household Care Shopping Trends

Household care shopping is strongly price driven and consumers are switching brands and retailers to fit their budgets. Brands and retailers will struggle to balance between rising costs and being forces to increase prices. Own-labels and discounters have the opportunity to create long-term engagement with consumers with exposure to product line created by low prices. 

Future Outlook: Household Care Shopping Trends

Addressing gender equality

As primary shoppers of household care products, women are mainly responsible for making purchase decisions. Brands and retailers have a responsibility to try to close the gender gap when it comes to buying as well. Even though marketing activities have traditionally been women-centric due to their status as primary shoppers, initiatives that involve couples and families can persuade men to increase their involvement in purchase decisions.

Supermarkets are the primary channels

Supermarkets are the dominant channel for purchases of household care products, both offline and online, which supports the finding that the majority of people buy all or most of their household care products alongside groceries. This data indicates that the dominance of supermarkets for shopping household care continues, and underlines the importance of smaller players getting supermarket listings in order to drive sales.

  • Household care shopping trends: 66% of consumers choose to buy their household products from supermarkets. 

To learn how to connect with your audience, purchase our full UK Shopping for Household Care products Market Report 2023.  Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights from a Household Analyst

This report, written by Arpita Sharma, a leading house and home analyst, delivers in-depth commentary and analysis to highlight household care shopping trends and add expert context to the numbers.

At the current time, for many people shopping for household care products is primarily driven by the search for low prices – and they are willing to trade downwards to own-label products, switch their main retailer, and make separate shopping trips to find them. However, it’s not only people who are struggling that are being cautious in their shopping habits. Own-label in particular has an opportunity for growth by appealing to those shoppers who are currently taking a defensive mindset, but that still have money in their pocket to spend on products that provide value in other ways.”

Arpita Sharma
Household Care Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for shopping behaviour for household care products
      • Figure 1: Category outlook, 2023-27
    • The market
    • Expect a significant shift towards own label products
      • Figure 2: Share of household care product launches from brand and own label products, 2018-22
    • Focus on price offers discounters incentive to expand
    • Convenience is still a critical driver of retail innovation
    • The consumer
    • Homecare brands are well placed to address gender equality in shopping behaviour
      • Figure 3: Responsibility for shopping household care products, by gender and age, 2023
    • Supermarkets remain preferred shopping channel for household care products
    • Financial situation drives discounter sales
      • Figure 4: Purchase channel for shopping household care products, 2023
    • Tighter financial situations create willingness to make separate trips
      • Figure 5: Shopping behaviours for household care products, 2023
    • There’s no ideal response to rising costs
      • Figure 6: Preferred response by brands to rising costs, 2023
    • Retailer competition is set to heighten as consumers fight cost of living crisis
      • Figure 7: Changes in purchase behaviour of household care products, 2023
    • Build trust through transparent economic communication
    • Divided opinion about the balance between quality and price
      • Figure 8: Attitudes towards shopping for household care products, 2023
  3. Issues and Insights

    • Increased cost of living drives shifts in shopping pattern for household care products
    • Design online retail to differentiate from physical formats
  4. Market Drivers

    • Inflation will continue to eat into consumer spending power over the course of 2023
    • High inflation and rising interest rates will compound the impact of the slowing recovery
    • Consumer spending power will be curbed
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 9: Household financial wellbeing index, 2016-23
    • …and most people are feeling the effects of price rises
    • Demographics drive how people shop
      • Figure 10: Trends in the age structure of the UK population, 2016-26
    • Expect significant shift towards own label products
      • Figure 11: Share of household care product launches from brand and own label products, 2018-22
      • Figure 12: Private label launches with new packaging carrying Ethical – Sustainable (Habitat/Resources) claim, UK, 2021-23
    • Focus on price offers discounters incentive to expand
    • Convenience is still a critical driver of retail innovation
      • Figure 13: Asda rolls out Asda Express, 2023
  5. Responsibility for Buying Household Care Products

    • Women are primary decision makers for shopping homecare products
      • Figure 14: Responsibility for shopping household care products, by gender and age, 2023
    • Homecare brands are well placed to start gender equality conversations
      • Figure 15: Any responsibility for shopping household care products, by gender and age, 2023
      • Figure 16: Household care brands have started being more inclusive than before
  6. Channels for Purchase of Household Care Products

    • Supermarkets remain the preferred shopping channel for household care products
      • Figure 17: Purchase channel for shopping household care products, 2023
    • Financial situations drive discounter sales
      • Figure 18: Channels used to purchase household care products in-store, by financial situation, 2023
    • Increased technology savviness can attract consumers towards online channel
      • Figure 19: Purchase channel for shopping household care products, by age, 2023
  7. When People Shop for Household Care Products

    • Shopping for homecare alongside groceries is the norm
      • Figure 20: Shopping behaviours for household care products, 2023
    • Tighter financial situations create willingness to make separate trips
      • Figure 21: Shopping behaviours for household care products, By Financial situation, 2023
    • Younger generations are more open to experimental channels
      • Figure 22: Shopping behaviours for household care products, by age, 2023
  8. Preferred Brand Response to Rising Costs

    • There’s no ideal response to rising costs
      • Figure 23: Preferred response by brands to rising costs, 2023
    • Focus on targeted advertising to avoid unnecessary costs
      • Figure 24: Retailers and brands use social media to add thrill to household care shopping, 2023
    • Cutting back on product ranges is only a short-term option
    • Product packaging has to be up to standard
      • Figure 25: Household care products with use of recycled packaging and refillable claims, 2020-23
  9. Change in Household Care Purchasing Behaviours

    • Retail competition is set to heighten as people seek best value
      • Figure 26: Changes in purchase behaviour of household care products, 2023
    • Financial situation is driving the switch to different retailers
      • Figure 27: Changes in purchase behaviour of household care products, 2023
    • Refill stations are an own-label opportunity
      • Figure 28: M&S and Lidl introduce refill stations for household care products homecare, 2022
  10. Attitudes towards Shopping for Household Care Products

    • Build trust through transparent economic communication
      • Figure 29: Attitudes towards shopping for household care products, 2023
    • Brand communication is working to create exposure
      • Figure 30: Zoflora’s TV advert and social media engagement, 2023
    • Divided opinion on the balance of quality and price
      • Figure 31: Attitudes towards shopping for household care products, 2023
  11. 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.

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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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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