2021
9
UK Toilet and Hard Surface Care Market Report 2021
2021-03-18T03:12:42+00:00
OX1045431
2195
135641
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Report
en_GB
“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…

UK Toilet and Hard Surface Care Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

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

Table of Contents

  1. Overview

    • Key issues covered in this report
    • COVID-19: Market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • The market
    • Change in lifestyles boosts sales of toilet and hard surface care products
      • Figure 1: UK central forecast value sales of toilet and hard surface care products, 2015-25
    • Impact of COVID-19 on toilet and hard surface care
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on toilet and hard surface care, 4 March 2021
    • The home continues to play a pivotal role
    • Online shopping practices will persist and offer new opportunities
    • The consumer
    • Traditional gender roles persist
      • Figure 3: Cleaning responsibilities, by gender, December 2020
    • Bleach is back in fashion
      • Figure 4: Usage of toilet care and cleaning products, December 2019 and December 2020
    • Popularity of formats vary across demographics
      • Figure 5: Usage of hard surface cleaning product format, December 2019 and December 2020
    • Online shopping creates opportunities for smart packaging
      • Figure 6: Location for online purchases of toilet and hard surface care products, December 2020
    • Functionality remains a fey feature
      • Figure 7: Interest in advertising features, December 2020
    • Optimise use of cleaning formulas
      • Figure 8: Behaviours around toilet and hard surface care products, December 2020
    • Become a reference point for positive change
      • Figure 9: Attitudes towards toilet and hard surface care products, December 2020
    • Companies and brands
    • Dettol and Zoflora dominate the disinfectant market
      • Figure 10: Brand shares of disinfectants, by brand, year ending December 2020
    • Domestos remains main bleach brand
      • Figure 11: Brand shares of bleaches, by brand, year ending December 2020
    • Heritage brands see increase in value sales
      • Figure 12: Brand shares of toilet cleaning and care products, by brand, year ending December 2020
    • COVID-19 favours growth of heritage brands and own-label
      • Figure 13: Brand shares of multipurpose hard surface cleaning products, by brand, year ending December 2020
    • Brands record value sales rise in specialised cleaners
      • Figure 14: Brand shares of bath and shower cleaning products, by brand, year ending December 2020
  3. Issues and Insights

    • eCommerce presents opportunities for DTC initiatives
    • Provide clear answers to consumers’ curiosity
  4. The Market – Key Takeaways

    • Change in lifestyles boosts sales of toilet and hard surface care products
    • Online shopping practices will persist and offer new opportunities
    • Own-label sees opportunities to grow
  5. Market Size and Forecast

    • COVID-19 enhances demand for toilet and hard surface care products
      • Figure 15: Short-, medium- and long-term impact of COVID-19 on toilet and hard surface care, 4 March 2021
    • Change in lifestyles boosts sales of toilet and hard surface care products
    • The home environment will continue to play a central role
      • Figure 16: UK value sales of toilet and hard surface care products (prepared on 4 March 2021), 2015-25
    • Consumers demand more transparency from homecare brands
      • Figure 17: UK central forecast value sales of toilet and hard surface care products, 2015-25
    • Market drivers and assumptions
      • Figure 18: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 4 March 2021)
    • Learnings from the last recession
      • Figure 19: UK value sales of toilet and hard surface care products*, 2007-16
    • Forecast methodology
  6. Market Segmentation

    • Anxieties over germs boost sales of germ-killing home cleaners
      • Figure 20: UK retail value sales of toilet and hard surface care products, 2018-20
    • Multipurpose cleaners drive overall value sales rise
    • At-home lifestyles increase sales of toilet cleaners…
      • Figure 21: SpotLESS Materials’ Toilet Coating Kit, 2020
    • …as well as kitchen cleaners
  7. Channels to Market

    • Supermarkets and discounters become more relevant
      • Figure 22: UK retail value sales of toilet care products, bleaches, disinfectants and hard surface care cleaners*, by outlet type, 2018-20
    • At-home lifestyles favour convenient stores
    • Online shopping practices will persist
    • Use DTC channels to inform consumers
  8. Market Drivers

    • The future population age structure can promote focus on homecare
      • Figure 23: Trend in the age structure of the UK population, 2015-2025
    • Economic uncertainty encourages consumers to trade down
      • Figure 24: Trends in consumer confidence for the coming year, January 2009-January 2021
    • Own-label sees opportunities to grow
      • Figure 25: Proportion of NPD from own-labels, by sub-category, 2017-2020
      • Figure 26: Examples of eco-friendly launches from own-labels in the toilet care and hard surface care market, 2020
    • Drive positivity in the home environment
      • Figure 27: Cleaning behaviours, September 2020
    • Online shopping becomes more accessible
  9. Companies and Brands – Key Takeaways

    • Heritage brands see increase in value sales
    • Advertising spend on the rise
    • Dettol announces new collaborations
  10. Market Share

    • Toilet cleaning and care
    • Dettol and Zoflora dominate the disinfectant market
      • Figure 28: Retail value sales of disinfectants, by brand, years ending December, 2018-20
    • Astonish achieves new visibility
    • Domestos remains the main bleach brand
      • Figure 29: Retail value sales of bleaches, by brand, years ending December, 2018-20
    • Heritage brands see increase in value sales
      • Figure 30: Retail value sales of toilet care and cleaning products, by brand, years ending December, 2018-20
    • Hard Surface Care
    • COVID-19 favours growth of heritage brands and own-label
      • Figure 31: Retail value sales of multipurpose hard surface cleaning products, by brands, years ending December, 2018-20
    • New brands still have a chance to stand out
    • Brands record value sales rise in specialised cleaners
      • Figure 32: Retail value sales of bath and shower cleaning products, by brands, years ending December, 2018-20
      • Figure 33: Examples of bath, shower & tile care launches, 2020
  11. Launch Activity and Innovation – Toilet Care

    • COVID-19 generates rise in NPD
      • Figure 34: New product development in the UK toilet care market, by product segment, January 2017-December 2020
    • Rise in new product launches
      • Figure 35: New product development in the UK toilet care market*, by launch type, January 2017-December 2020
    • Toilet care: a fragmented market
      • Figure 36: New product development in the UK toilet care market*, by top ultimate companies and other, 2020
    • SC Johnson focused launch activity on Duck
      • Figure 37: Examples of new launches from SC Johnson, 2020
    • Henkel and Reckitt Benckiser revamp their toilet care offering
      • Figure 38: Examples of new toilet care launches from Henkel and Reckitt Benckiser, 2020
    • Procter & Gamble launches Microban 24 in the UK
      • Figure 39: Examples of Microban 24 launches, 2020
    • New brands hit the toilet care market
      • Figure 40: Examples of new toilet care launches from new market players, 2020
    • Opportunities for on-the-go disinfectants
  12. Launch Activity and Innovation – Hard Surface Care

    • Overall launch activity continues to rise
      • Figure 41: New product development in the UK hard surface care market, by product segment, January 2017-December 2020
    • Launches of new products and packaging increase
      • Figure 42: New product development in the UK hard surface care market, by launch type, January 2017- December 2020
      • Figure 43: Examples of multipurpose cleaner new product and packaging launches, 2020
    • Go beyond packaging recyclability
      • Figure 44: Top 10 claims in the UK hard surface care market (based on leading claims for 2020), 2019 and 2020
      • Figure 45: Example of hard surface care launches carrying the botanical/herbal claim, 2020-21
    • SC Johnson becomes the NPD leader
      • Figure 46: New product development in the UK hard surface care market, by top ultimate companies and others, 2020
      • Figure 47: Examples of hard surface care launches from SC Johnson and Unilever, 2020
    • Procter & Gamble bets on Flash
      • Figure 48: Examples of hard surface care launches from Procter & Gamble, 2020
    • Cleaning wipes become more sustainable
      • Figure 49: Examples of eco-friendly cleaning wipes launches, 2020
  13. Advertising and Marketing Activity

    • Toilet cleaning and care
    • Toilet cleaning and care adspend on the rise
      • Figure 50: Total above-the-line, online display and direct mail advertising on toilet cleaning and care products, by segment, 2019 and 2020
    • Unilever and Reckitt Benckiser lead advertising investments
      • Figure 51: Recorded above-the-line, online display and direct mail advertising expenditure on toilet cleaning and care products*, by advertiser, 2020
    • Zoflora makes consumers the real protagonists
      • Figure 52: Zoflora launches its Festive Fusion poll, January 2021
    • Bloo raises a smile from consumers
      • Figure 53: Bloo’s New Year advert, January 2021
    • Hard surface care
    • Advertising spend on hard surface care increases
      • Figure 54: Total above-the-line, online display and direct mail advertising on hard surface care products, by segment, 2019 and 2020
    • Reckitt Benckiser represents major advertising investor
      • Figure 55: Total above-the-line, online display and direct mail advertising on hard surface care products, by advertiser, 2020
    • Uber and Unilever International partner to ensures safe drives
    • Dettol announces new collaborations
      • Figure 56: Dettol announces new partnership with The Football Association, February 2020
    • Cif explores new ways to connect with consumers
      • Figure 57: Cif launches #iheartcif campaign, February 2021
    • Nielsen Ad Intel coverage
  14. Brand Research

    • Brand map
      • Figure 58: Attitudes towards and usage of selected brands, January 2021
    • Key brand metrics
      • Figure 59: Key metrics for selected brands, January 2021
    • Brand attitudes: Ecover and Method perceived as innovative and worth paying more for
      • Figure 60: Attitudes, by brand, January 2021
    • Brand personality: Cif, Dettol and Domestos considered accessible
      • Figure 61: Brand personality – macro image, January 2021
    • Zoflora perceived as authentic
      • Figure 62: Brand personality – micro image, January 2021
    • Brand analysis
    • Dettol resonates with women aged 35+
      • Figure 63: User profile of Dettol, January 2021
    • Domestos appeals to all incomes
      • Figure 64: User profile of Domestos, January 2021
    • Zoflora seduces different profiles of women
      • Figure 65: User profile of Zoflora, January 2021
    • Cif offers value and accessibility
      • Figure 66: User profile of Cif, January 2021
    • Method appeals to younger demographics
      • Figure 67: Method user profile, January 2020
    • Mr Muscle resonates across all incomes
      • Figure 68: User profile of Mr Muscle, January 2021
    • Duck resonates across different demographics
      • Figure 69: User profile of Duck, January 2021
    • Ecover appeals to higher incomes
      • Figure 70: User profile of Ecover, January 2021
  15. The Consumer – Key Takeaways

    • Consumers become more curious about cleaning products
    • Tackle over-cleaning to prevent drop in usage
    • Empower consumers to promote green habits
  16. Impact of COVID-19 on Consumer Behaviour

    • Coronavirus-related concerns rise
      • Figure 71: Concerns of exposure risk to COVID-19/coronavirus, 28 February 2020-26 January 2021
    • The pandemic boosts spend on cleaning products …
      • Figure 72: Change in spend on household care products compared to before the COVID-19/coronavirus outbreak, 8 December 2020 -12 February 2021
    • …and creates opportunities for self-care cleaning routines
    • Consumers become more curious about cleaning products
      • Figure 73: Changes in consumer behaviour since the start of the COVID-19/coronavirus outbreak, August 2020
    • The pandemic strengthens environment sentiments
      • Figure 74: Change in priority given to the environment since the COVID-19/coronavirus outbreak, 4-12 February 2021
    • The pandemic generates interest in virus-related claims
      • Figure 75: Examples of toilet and hard surface care launches carrying coronavirus related on-pack claims, 2020
  17. Cleaning and Buying Responsibilities

    • Traditional gender roles persist in cleaning…
      • Figure 76: Cleaning responsibilities, by gender, December 2020
      • Figure 77: Indesit’s #DoItTogether campaign, January 2021
    • …as well as buying responsibilities
      • Figure 78: Buying responsibilities, by gender, December 2020
  18. Usage of Toilet Care and Cleaning Products

    • Bleach is back in fashion
      • Figure 79: Usage of toilet care and cleaning products, December 2019 and December 2020
      • Figure 80: Examples of bleach launches carrying the refill/refillable claims, 2020
    • Stay at home order boosts need for toilet cleaners
      • Figure 81: Bloo Switch Fragrance toilet rim block launches, 2019
  19. Usage of Hard Surface Cleaning Products

    • Popularity of formats varies across demographics
      • Figure 82: Usage of hard surface cleaning product format, December 2019 and December 2020
    • Parents go for disposable wet wipes
      • Figure 83: Usage of selected hard surface cleaning formats, by any children, December 2020
    • Multipurpose cleaners replace specialised ones
      • Figure 84: Usage of hard surface cleaning formulas, December 2019 and December 2020
    • Consumers become more knowledgeable
  20. In-Store and Online Purchasing Locations

    • Supermarkets drive in-store purchases…
      • Figure 85: Location for in-store purchases of toilet and hard surface care products, December 2020
    • …as well as online purchases
      • Figure 86: Location for online purchases of toilet and hard surface care products, December 2020
    • Use brands’ websites to add a unique touch to online purchases
      • Figure 87: Fabulosa launches its branded snood and hoody, January 2021
    • Online shopping creates opportunities for smart packaging
    • Promote green behaviours through direct-to-consumer ecommerce
    • Ensure a positive online shopping experience
  21. Interest in Advertising Features

    • Functionality remains a key feature
      • Figure 88: Interest in advertising features, December 2020
    • Use adverts to promote ethical perceptions
    • Consumers want to know more
      • Figure 89: Amazon’s “Meet the Amazon team proudly helping employees, communities and customers face today’s challenges” advert, 2020
  22. Behaviours around Toilet and Hard Surface Care Products

    • Optimise use of cleaning formulas
      • Figure 90: Behaviours around toilet and hard surface care products, December 2020
      • Figure 91: Examples of toilet and hard surface care launches carrying the convenient packaging claims, 2020
    • Satisfy consumer curiosity around ingredients
    • Contribute to a more circular and sustainable industry
      • Figure 92: Ecover Apple & Bergamot Washing-Up Liquid
    • Tackle over-cleaning to prevent drop in usage
  23. Attitudes towards Toilet and Hard Surface Care Products

    • Become a reference point for positive change
      • Figure 93: Attitudes towards toilet and hard surface care products, December 2020
    • Emphasise original features through packaging
      • Figure 94: Examples of launches visibly displaying certification on pack, 2020
    • Empower consumers to promote green habits
  24. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  25. Appendix – Market Size and Forecast

      • Figure 95: UK central forecast value sales of toilet cleaning and care products, 2015-25
      • Figure 96: UK central forecast value sales of hard surface cleaning and care products, 2015-25

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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.

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