2024
9
UK Toilet and Hard Surface Care Market Report 2024
2024-04-05T09:03:28+01:00
REP1CD076CE_6F26_454B_97C6_B03C88EC0385
2195
172085
[{"name":"Cleaning Products","url":"https:\/\/store.mintel.com\/industries\/household-home\/cleaning-products"}]
Report
en_GB
There are signs that consumers are focusing more on quality rather than simply on price, but own-label will remain significant throughout 2024 and beyond. Luke Santos, Household Care and…

UK Toilet and Hard Surface Care Market Report 2024

£ 2,195 (Excl.Tax)

Report Summary

Stay ahead of the curve in the UK toilet and hard surface care market with Mintel’s extensive market report. UK toilet and hard surface care market report is packed with consumer-led market intelligence, latest surface cleaner market trends, and consumer behaviours affecting your industry. Get information about the toilet and hard surface cleaner market size, share and forecasted growth to help you align your strategy with what your audience demands.

Key Issues Covered in this Report

  • The impact of the cost of living on toilet and hard surface care products.
  • Analysis of the size of the market and forecast for the next five years.
  • Market share of major players, competitive strategies and advertising initiatives.
  • Product trends and new product development in toilet and hard surface care.
  • Consumer usage of products, behaviours and attitudes towards the category.
  • The opportunities and threats facing brands in the toilet and hard surface category.

Hard Surface and Toilet Care Products Market Overview

The cost-of-living crisis has notably strained consumer budgets, impacting the cleaning products market. In response, 2022 saw a dip in sales as consumers tightened their belts, reduced product repertoires and frequency of purchases. However, the slight easing of financial fears in 2023 has seen a resurgence in sales, albeit not to mid-crisis levels, signifying a cautious yet positive shift towards prioritising quality over sheer affordability.

  • UK surface cleaner market size: 2023 saw a return to value growth for the UK toilet and hard surface care market, reaching £790 million.

Toilet and Hard Surface Care Market Trends

The ongoing success of own-label brands is a threat to big name brands, particularly as it is underlined by more than half of people finding it hard to tell the difference between the two. If consumers who have traded down during financial difficulties see little reason to return to brands, it may shift the landscape permanently.

Despite a general trend towards cost-saving measures and a preference for multipurpose products, the frustrations that exist when cleaning can largely be addressed by usage of more specialist products, for example hard-to-remove stains or specific surface care. Brands that offer specific formats and functionality designed to make people’s cleaning experience faster, more convenient and enjoyable will be successful.

Purchase Mintel’s UK Toilet and Hard Surface Care Market Report for a complete overview of the UK market, featuring analysis from an industry expert.

Report Scope

This report examines the following markets:

  • Multipurpose cleaners, including antibacterial cleaners
  • Specialist cleaners specifically designed for rooms in the home, including kitchens, floors, bathrooms, showers
  • Specialist cleaners specifically designed for specific tasks, including ovens, hobs, drains, windows, mould/mildew, limescale, carpet, stainless steel and wood

These products come in a number of formats, including sprays, mousses, creams, foams and disposable wipes.

This report also examines the following product categories in regard to keeping toilets clean and fresh:

  • Toilet cleaners, including liquids/gels and wipes
  • In-bowl rim blocks and liquids/gels
  • In-cistern blocks
  • Implements, including disposable brushes and refills
  • Bleaches, including thick and thin liquid bleaches and bleach sprays
  • Disinfectants, including disinfectant liquids and sprays, and antiseptic disinfectant

Meet The Expert

This report is written by Mintel’s household care and brand analyst, Luke Santos. Luke joined the Mintel household care research team in 2022, researching and writing household care and brand Reports, focusing on consumer behaviour and product innovation. Luke has a BA (Hons) in Geography and Spanish from Swansea University.

There are signs that consumers are focusing more on quality rather than simply on price, but own-label will remain significant throughout 2024 and beyond.

Luke Santos
Household Care and Brand Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • Opportunities for the toilet and hard surface cleaning market
    • Market dynamics and outlook
    • Graph 1: retail value sales of kitchen, bathroom and floor cleaning products, by brand, years ending January, 2023-24
    • Graph 2: retail value sales of multipurpose surface cleaning products, by brand, years ending January, 2023-24
    • What consumers want and why
    • Graph 3: attitudes towards cleaning the home, 2023
    • Innovation and marketing
    • Graph 4: share of new surface care and toilet care launches, by sub-category, 2021-23
    • Graph 5: share of new surface care and toilet care launches, by branded vs own-label, 2021-23
  2. Market Dynamics

    • Market size
    • Graph 6: value sales of the toilet and hard surface care category in £m, 2018-23
    • Market forecast
    • Market segmentation
    • Market share
    • Macro-economic factors
    • Graph 7: GDP, 2021-23
    • Graph 8: CPI inflation rate, 2021-23
    • Graph 9: the financial wellbeing index, 2016-23
    • Graph 10: the financial confidence index, 2016-23
    • Graph 11: activities consumers expect to do as a result of rising prices, 2023
    • Behavioural and environmental factors
    • Graph 12: rating of cleaning skills, 2023
  3. What Consumers Want and Why

    • Usage of hard surface cleaning products
    • Graph 13: cleaning products used to clean hard surfaces (excluding toilets) in the last six months, 2022-23
    • Usage of toilet cleaning products
    • Graph 14: cleaning products used to clean the toilet in the last six months, 2022-23
    • Cleaning frequency
    • Graph 15: frequency of cleaning hard surfaces and toilets, 2023
    • Best-suited cleaning products for different areas of the home
    • Graph 16: types of cleaner consumers think are best-suited for cleaning particular areas, 2023
    • Frustrations when cleaning the home
    • Graph 17: frustrations when cleaning the home, 2023
    • Attitudes towards cleaning the home
    • Graph 18: attitudes towards cleaning the home, 2023
    • Graph 19: select attitudes towards cleaning the home, 2023
  4. Innovation And Marketing Trends

    • Launch activity and innovation
    • Graph 20: share of new surface care and toilet care launches, by subcategory, 2021-23
    • Graph 21: share of new surface care and toilet care launches, by launch type, 2021-23
    • Graph 22: share of new surface care and toilet care launches, by fragrance component group, 2021-23
    • Graph 23: share of new surface care and toilet care launches, by top ultimate company, 2022-23
    • Graph 24: share of new surface care and toilet care launches, by branded vs own-label, 2021-23
    • Graph 25: share of new surface and toilet care launches, by leading claims, 2021-23
    • Advertising and marketing activity
    • Graph 26: share of recorded above-the-line, online display and direct to mail advertising expenditure on toilet cleaning and care products, by segment, 2021-23
    • Graph 27: recorded above-the-line, online display and direct to mail advertising expenditure on toilet cleaning and care products, by segment, 2021-23
    • Graph 28: recorded above-the-line, online display and direct to mail advertising expenditure on toilet cleaning and care products, by advertiser, 2023
    • Graph 29: share of recorded above-the-line, online display and direct to mail advertising expenditure on hard surface cleaning products, by segment, 2021-23
    • Graph 30: recorded above-the-line, online display and direct to mail advertising expenditure on hard surface cleaning products, by segment, 2021-23
    • Graph 31: share of recorded above-the-line, online display and direct to mail advertising expenditure on hard surface care products, by advertiser, 2023
  5. Appendix

    • Market forecast data and methodology
    • Report scope and definitions
    • 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.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

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.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch