UK Toilet and Hard Surface Care Market Analysis
The toilet and hard surface care category faces significant shifts, driven by the ongoing cost of living crisis and evolving consumer priorities. While price remains critical in purchase decisions, cleaning performance and convenience drive consumers’ loyalty; almost three-quarters of UK adults responsible for cleaning tasks stick to the same brands.
Despite this, the category holds opportunities for growth and differentiation. Brands can tap into the wellbeing trend and invest in developing pleasant scents that help elevate the cleaning experience, transforming it into a more enjoyable experience. Scent is proven to be a differentiator, and limited edition seasonal and holiday-inspired scents pair functionality with sensory appeal.
To thrive amidst market challenges, brands must strike a balance between affordability and added value. By addressing the dual demands of wellness and convenience, companies can differentiate themselves in a highly price-sensitive environment.
UK Toilet and Hard Surface Care Market Report – What’s Inside?
Key Topics Analysed in the Report
- The impact of the cost of living crisis on toilet and hard surface care products, including market size and forecast
- Market share of major players, competitive strategies, product launches and advertising initiatives
- Responsibility for cleaning hard surfaces and toilets and product purchase
- Types of products used to clean hard surfaces and toilets, including multipurpose and specialist products
- Usage drivers for hard surface and toilet cleaners, such as performance and functional benefits
- Preferred scents for hard surface cleaners and how launch activity reflects this
- The influence of wellness and health on consumers’ behaviours and attitudes towards the category
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 Behind the Analysis
This report was written by Amanda Caridad. Amanda has over 10 years of experience in Beauty, Personal Care, and Household segments. Since 2019 at Mintel, she combines her passion for these markets with her interest in consumer behaviour, crafting insights and helping clients anticipate trends. She holds a degree in International Relations and a Marketing specialisation.
Amidst a highly competitive environment, cleaning brands can thrive by integrating performance, wellness and convenience into cleaning daily routines.
Amanda Caridad
Global Household Analyst
Collapse All
-
EXECUTIVE SUMMARY
- Opportunities for the toilet and hard surface care market
- Multipurpose solutions continue to lead the cleaning market
- Antibacterial cleaners need to adjust to consumers’ demand for safer solutions
- Brand-loyal and budget-cautious consumers place trust in familiar brands
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- Market is expected to face a slower growth rate over the next five years
- What consumers want and why
- Equal sharing of chores is still an issue in many households
- Younger audiences are redefining gender roles on household cleaning
- Cleaning performance is the most important driver for product choice
- Graph 1: usage drivers for toilet cleaners, 2024
- Graph 2: usage for hard surface cleaning products, 2024
- Use scent to elevate cleaning routines to the next level
- Use scent to elevate cleaning routines to the next-level
- Transforming cleaning chores into a pleasant activity involves more than just aromatherapy
- Innovation and marketing
- Market innovations connect to UK consumers’ evolving needs
- Brands must highlight eco-friendly and functional attributes
- Plastic-containing wipes ban creates opportunity to appeal to eco-conscious consumers
-
MARKET DYNAMICS
- Market size
- Category is impacted by price conscious-conscious shopping behaviours
- Graph 3: retail value sales of toilet and hard surface cleaners, 2018-24
- Market forecast
- The market is expected to see below-inflation growth over the next five years
- Lower, but steady growth
- Market segmentation
- Most segments apart from specialist cleaners faced a challenging scenario in 2024, with a decrease in value sales
- Toilet cleaners remain resilient, while other segments struggle
- Market share
- Major players maintain share, while own labels struggle
- Bloo increases its leading position in toilet cleaners
- Own labels keep their dominance of bleach sales
- Domestos makes the greatest gain in bathroom cleaners
- Dettol is mainly impacted by negative performance of disinfectants
- Reliance on major specialist players in specialist cleaners
- Market drivers
- CPI starts to creep up again
- Graph 4: CPI inflation rate, 2023-25
- Household cleaning purchasing still impacted by cost of living crisis
- Graph 5: perception of the state of the cost of living crisis in the UK, 2024-25
- Price is not enough to convey household consumers
- Ban on plastic-containing wipes implemented in the UK
- UK Green Claims Code issues guidelines to avoid greenwashing
- EU single-use plastic ban may increase demand for cleaning product refills
-
What Consumers Want and Why
- Cleaning and purchasing responsibilities
- Most Brits take sole responsibility for household cleaning and purchase
- Graph 6: responsibility for purchasing toilet and hard surface cleaning products, 2024
- Graph 7: responsibility for toilet and hard surface cleaning, 2024
- Gender gap remains a concern in household cleaning
- Graph 8: sole responsibility for household cleaning, by gender and age, 2024
- Younger generations show a greater sense of equality
- Graph 9: equal share of responsibility for household cleaning, by generations, 2024
- Usage of hard surface cleaning products
- Multipurpose cleaners and bleach continue to lead hard surface cleaning products
- Graph 10: cleaning products used to clean hard surfaces (excluding toilets) in the last six months, 2023-24
- Repertoire increases with cleaning experience
- Graph 11: repertoire of hard surface cleaning products used (excluding toilet cleaners), by generation, 2024
- Older consumers use a wider range of hard surface care products
- Graph 12: usage of select hard surface cleaning products (excluding toilet cleaners), by generation, 2024
- Disinfectants can offer more than just germ-killing
- Graph 13: usage of surface disinfectants, 2019-24
- Cater to changing consumer needs for disinfectants
- Women aged 55+ take the lead for use of multipurpose cleaners
- Usage of toilet cleaning products
- Bleach tops toilet cleaning
- Graph 14: cleaning products used to clean the toilet in the last six months, 2023-24
- Millennials push greater diversity of toilet cleaners usage
- Graph 15: repertoire analysis of usage of toilet cleaners, by generation, 2024
- Interest in long-lasting scent drives Millennials’ use of toilet freshener discs
- Dual-parent households are interested in convenient and effective toilet cleaning solutions
- Graph 16: usage of toilet cleaning wipes, by under-45s by lifestage, 2024
- Usage drivers for toilet and hard surface care products
- Cleaning performance tops consumers’ cleaning priorities
- Graph 17: usage drivers for toilet cleaning products*, 2024
- Graph 18: usage drivers for hard surface cleaning products**, 2024
- Balance speed and results to offer effective cleaning solutions
- Graph 19: share of new surface care and toilet care launches, by convenience claims, 2020-24
- Older adults especially value cleaning performance
- Graph 20: cleaning performance as a usage driver for toilet and hard surface cleaners, by Generation, 2024
- Highlight time-saving and effortless attributes
- Scent is a differentiator for women
- Enable fragrance layering in household cleaning routines
- Even modestly, young adults can drive demand for natural and eco-friendly solutions
- Graph 21: usage drivers for toilet products*, by age, 2024
- Graph 22: usage drivers for hard surface care products**, by age, 2024
- Highlight the performance of natural and eco-friendly options
- Fragrance notes preferences for hard surface cleaners
- Preference for citrus and fresh scents indicates an interest in invigorating fragrances
- Graph 23: fragrance note preferences for hard surface cleaners (excl toilet cleaners), 2024
- Age influences fragrance preferences
- Graph 24: fragrance note preferences for hard surface cleaners, by age, 2024
- Non-traditional scents gain relevance in hard surface cleaners
- Graph 25: share of new hard surface care launches, by fragrance component group, 2020-24
- Enhance the cleaning experience with food-inspired scents
- Underutilised food-inspired scents spark innovation in hard surface care
- Behaviours around toilet and hard surface cleaning products
- Consumers are loyal to brands that deliver the expected cleaning results
- Many consumers skip gloves, despite fairly widespread use
- Graph 26: use of gloves when cleaning hard surfaces and toilets in the home, 2024
- Highlight the importance of skin health on household chores
- Younger parents are keener on natural cleaning products
- Educate consumers on drawbacks of DIY cleaning solutions with social media
- Debunk the efficacy of plant-based formulas
- Attitudes towards usage of toilet and hard surface cleaning products
- Explore audio streaming to make cleaning chores more enjoyable
- Graph 27: attitudes towards cleaning hard surfaces and toilets, 2024
- Use podcasts to motivate and engage consumers on cleaning chores
- Specialist cleaners can overcome cost perceptions by highlighting unique benefits
-
INNOVATION AND MARKETING TRENDS
- Launch activity and innovation
- Multipurpose dominates NPD amid fluctuations, as specialist cleaners gain ground
- Graph 28: share of new surface care and toilet care launches, by sub-category, 2022-24
- Antibacterial leads toilet cleaning, now boosted by eco-friendly claims
- Most product launches are extension of existing ranges
- Graph 29: share of new surface care and toilet care launches, by launch type, 2022-24
- Rising air fryer popularity sparks demand for specialist cleaners
- Hard surface care and toilet cleaning launches continue to be led by established players
- Graph 30: share of new surface care and toilet care launches, by ultimate company, 2022-24
- Eco-friendly reigns, while functional and convenience gain relevance
- Graph 31: share of new hard surface care and toilet cleaner launches by top claim categories, 2020-24
- Eco-friendly packaging is a broad expectation for UK consumers
- Brands offer a wide variety of environmentally friendly packaging
- Advertising and marketing activity
- TV is where brands expend the most in advertising
- Dettol calls out its expertise in antibacterial protection
- Unilever taps into #CleanTok to engage with GenZ consumers
- Toilet cleaners present higher ad investment
- Graph 32: total above-the-line, online display and direct mail advertising expenditure on toilet and hard surface care products, by category, 2022-24
- Astonish highlights superior performance of specialist kitchen cleaners
- P&G is the company with higher ad expenditure
- Graph 33: total above-the-line, online display and direct mail advertising expenditure on toilet and hard surface care products, by company, 2022-24
- Flash Spray Wipe Done highlights convenience
- Harpic and Cillit Bang awarded as best household cleaner products of 2025
- Mr Muscle celebrates Liverpool FC fans’ sustainability efforts
- smol focuses on digital to increase its presence as an ethical and sustainable brand
-
APPENDIX
- Market forecast data and methodology
- Market size and forecast: at constant and current prices
- Market forecast: prediction intervals
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Generations
- Consumer research methodology
- CHAID analysis
- Flavourscape AI: methodology
Market Intelligence Made Easier With Mintel
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.
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.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
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
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
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
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
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
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
