UK Toilet and Hard Surface Care Market Report 2021

Providing the most comprehensive and up-to-date information and analysis of the UK Toilet and Hard Surface Care market, including the behaviours, preferences and habits of the consumer.

The COVID-19 pandemic has seen awareness of hygiene and household cleanliness massively increase, with more time spent at home increasing cleaning opportunities. The toilet and hard surface care market has seen a growth of 29% in value sales, with large increase in products containing bleach and disinfectant formulas. However, there has also been a rise in homecare formulas (such as toilet gels and multipurpose cleaner). There was a 41% rise in 16 – 34 year olds buying toilet and hard surface care products.

The biggest threat to the market is own-label and budget alternatives to popular brands. With 54% of users not being able to see a difference in quality, and the increasing economic uncertainty post-pandemic, brands may have to find ways to differentiate themselves from competitors.

Thanks to the increase in online shopping, companies can start to decrease their reliance on third-party distribution centres. Thanks to heightened environmental concerns, one possible opportunity is in making practices more transparent, with 60% of adults agreeing manufacturers should be clearer about their production methods.

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

Quickly understand

• The impact of COVID-19 on the toilet and hard surface care market
• Launch activity and innovation opportunities for 2021 and beyond
• Preferences towards toilet and hard surface care products and formulas
• Locations of in-store and online purchases for toilet and hard surface care products
• Interest in advertising features
• Behaviours around toilet and hard surface care products
• Attitudes towards toilet and hard surface care products.

Covered in this report

Toilet Care Products: Bleach, toilet cleaner and gel, disinfectant, multipurpose household cleaners, limescale remover, toilet cleaning wipes, rim-block, toilet freshener disc, in-cistern block, brush with disposable pads.

Hard Surface Care Products: Trigger spray, liquid cleaner (ready-to-use and dilution), wet surface wipes, cream cleaner, wet floor wipes, mousse or foam.

Expert analysis from a specialist in the field

Written by Emilia Tognacchini, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19 outbreak generated a surge in home cleaning occasions, which translated into a notable rise in overall value sales of the toilet and hard surface care products market. Although the market is expected to experience a gradual decline as people return to spending more time away from home, homecare brands will remain in the spotlight. As attention on cleaning brands develops beyond hygiene, brands have the opportunity to extend their influence and become key reference points for innovation and positive change.

Emilia Tognacchini
Brands and Household Care Analyst