Stay ahead of the curve and future-proof your business with Mintel’s UK Private Label Household Report 2024. Our full report is packed with consumer-led market intelligence, the latest market research, trends and consumer behaviours affecting your business.Â
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- Factors that will drive the private label household market during financial uncertainties.
- Launch activity in the past year and future innovation opportunities for private label household care brands.
- Preference between branded and private label household products.
- Retailers used for purchasing private label household products.
- Reasons that shoppers buy private household care products
- Behaviours and attitudes towards the private household market.
Private Label Household Market Outlook
Amid a cost of living crisis, the shift towards own-label can prove influential on perceptions of the retailer that shoppers decide to visit. Household care retailers that offer a wide range of products will be well-placed to capitalise on shoppers determined to find low-priced products without wanting to compromise.
- Private label household products: 30% of consumers are purchasing more private label household products compared to last year.
Private Label Household Market Trends and Opportunities
Price isn’t the only driving factor
Whilst price tends to be the primary purchase driver for own-label products, product efficacy remains the top priority for household care consumers. Brands must recognise the importance of product performance as an attribute to attract and retain consumers for repeat purchases.
- Consumer behaviour: 43% of consumers consider it important to get cleaning tasks done as quickly as possible.
Rising relevance of refill stations
When financial situations improve and consumers look for more than price, own-label can combine that reputation alongside bolder NPD such as own-label refill stations. In the long-term, these refill stations will help consumers to save money, in addition to maintaining sustainable, eco-conscious behaviours.
- Market statistics: 81% of NPD launches in the household care sector claimed to have ‘environmentally friendly packaging’.
Purchase our UK Private Label Household Care Market Report to receive a five-year forecast, consumer behaviour analysis, and recommendations for market opportunities. Readers of this report may also be interested in our UK Cleaning in and Around the Home Market Report 2023, or our range of Household and Home Market Research.
Brands Featured in the Full Report
Aldi, M&S, Tesco, Lidl, Asda, Sainsbury’s, B&M, Morrisons, Boots, B&M.
Additional Features Included with Your Purchase
- Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
- Consumer Confidence Tracker: Our Trackers paint the picture of the economic confidence and major concerns of up to 40 different demographics, tracking changes in attitudes over time.
- Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
- Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
- Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive catalogue of market research reports.
Expert Insights from a Household Analyst
This report, written by Arpita Sharma, a leading research analyst, delivers in-depth commentary and analysis to highlight trends in the private label household market and add expert context to the numbers.
It is time for private label to think beyond just price and innovate with products, channels, and processes to build long-term consumer loyalty.
Arpita Sharma
Global Household Analyst
Collapse All
-
- Key issues covered in this Report
-
Executive Summary
- Opportunities for private label household care players
- Market dynamics and outlook
- What consumers want and why
- Graph 1: proportion of shoppers who buy own-label household care products most often, by category, 2018 and 2023
- Graph 2: change in purchase of own-label products, by income, 2023
- Graph 3: proportion of shoppers using the big four retailers and discount retailers to buy either branded or own-label household care products, 2018 and 2023
- Graph 4: reasons for purchase of own-label household care products, by age group, 2023
- Graph 5: behaviours towards own-label household care products, 2023
- Innovation and marketing
- Graph 6: share of own-label NPD in the household care sector, by category, 2019-23
- Graph 7: own-label product launches in the household care sector, by leading claim categories, 2019-23
-
Market Dynamics
- Macro-economic factors
- Graph 8: GDP, 2021-23
- Graph 9: CPI inflation rate, 2021-23
- Graph 10: The financial wellbeing index, 2016-23
- Graph 11: the financial confidence index, 2016-23
- Graph 12: expected behaviour changes as a result of rising prices, 2022-23
- Behavioural and environmental factors
-
What Consumers Want and Why
- Responsibility for buying household care products
- Graph 13: responsibility for buying household care products, 2018-23
- Graph 14: responsibility for buying household care products, 2023
- Graph 15: responsibility for buying household care products, by age and gender, 2023
- Preference between branded and own-label for product types
- Graph 16: type of household care product chosen most often by category, 2023
- Graph 17: proportion of shoppers who choose own-label household care products most often, by category, 2018-23
- Graph 18: proportion of shoppers who choose own-label household care products most often, by household income, 2023
- Changes in purchase frequency of own-label household care products
- Graph 19: change in purchase of own-label products, 2018-23
- Graph 20: change in purchase of own-label products, by household income, 2023
- Graph 21: change in purchase of own-label products, by any children in the household, 2023
- Retailers shopped at for own-label products
- Graph 22: retailers typically used to buy branded or own-label household care products, 2023
- Graph 23: type of retailers typically used to buy branded or own-label household care products, 2023
- Graph 24: retailers typically used to buy branded or own-label household care products, by household income, 2023
- Graph 25: use of Amazon for grocery shops in a typical month, by age of children in household, 2023
- Graph 26: use of Amazon for grocery shops in a typical month, by age group, 2023
- Graph 27: shoppers who typically buy branded or own-label household care products from Amazon, by age group, 2023
- Graph 28: shopper who typically buy branded or own-label household care products from Amazon, by age group, 2023
- Graph 29: repertoire of the number of retailers that shoppers typically shop at for branded or own-label household care products, 2023
- Reasons for purchasing own-label products
- Graph 30: reasons for purchase of own-label household care products, 2023
- Graph 31: reasons for purchase of own-label household care products, by age group, 2023
- Graph 32: “quality is the same as brands” as a reason to purchase own-label household care products, by income, 2023
- Graph 33: reasons for purchase of own-label household care products, by income, 2023
- Behaviours towards own-label household care products
- Graph 34: behaviours towards own-label household care products, 2023
- Graph 35: consumers who look at reviews of own-label products before purchasing them, by age group, 2023
- Attitudes towards own-label household care products
- Graph 36: attitudes towards own-label household care products, 2023
- Graph 37: attitude towards own-label product packaging, by income, 2023
-
Innovation And Marketing Trends
- Launch activity and innovation
- Graph 38: share of own-label NPD in the household care sector by branded vs own-label, 2019-23
- Graph 39: share of own-label NPD in the household care sector, by category, 2019-23
- Graph 40: share of NPD in the household care sector, by category, by branded vs own-label, 2023
- Graph 41: share of NPD in the household care sector, by launch type, 2019-23
- Graph 42: share of NPD in the household care sector, by top companies, 2023
- Graph 43: share of NPD in the household care sector, by leading claim categories, 2019-23
- Graph 44: share of NPD in the household care sector, by leading claims, 2019-23
- Graph 45: share of NPD in the household care sector, by leading claims (excluding ethical and environmental claims), 2019-23
-
Appendix
- Report scope and definitions
- Methodology
Mintel: Market Intelligence Made Easier
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
For further information about our research and analysis methods, visit our helpdesk.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 1,495 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save 10% on all orders with the code INSIGHTS2026
Offer available until the end of December only
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
