UK Toilet and Hard Surface Care Market Report 2022

The UK Toilet And Hard Surface Care report identifies consumer attitudes towards the hard surface care industry, launch activity and innovation opportunities in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Toilet And Hard Surface Care market in the UK.

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Current Market Landscape

While home hygiene is becoming less of a priority now than it was a year ago, this decrease will urge toilet and hard surface care brands to create associations beyond home hygiene to continue to build on the exposure acquired during the coronavirus pandemic. For example, Dettol has become the official hygiene partner of The Football Association, while SC Johnson teamed up with Liverpool Football Club.

• 29% say that home hygiene is less of a priority for them now that it was a year ago.
• Value sales are estimated to slip back by 5% to £1.63 billion during 2021.
• 50% of consumers eat cereals more often, challenging traditional sweet treats as a snack choice.

Compared to other categories like food and drink where purchases are more frequent and overall spend is higher, the toilet and hard surface care market is expected to be somewhat protected by the rising cost of living. Despite this, inflationary pressures added to higher energy bills and interest rates will negatively impact consumer confidence and inevitably encourage consumers to trade down. However, those most affected by the rising cost of living are also those most likely to already be shopping with price as a priority, meaning that there is less budgetary room to cut into.

Future Market Trends in Hard Surface Cleaners

Away from rising prices, hygiene fatigue represents the biggest threat for the toilet and hard surface care market. While COVID-19 boosted cleaning occasions and value sales in the category, brands will need to explore new ways to appeal to consumers as the hygiene concern wanes. For instance, NPD created to improve the usage experience or cross-industry collaborations aimed at optimising the use of British-grown ingredients can be strategic to stand out from competitors.

Although toilet and hard surface care products are mainly purchased in-store and via supermarkets, the boom in online retailing triggered by the pandemic offers brands new ways to reach consumers. For example, brands can team up with online retailers with a particular positioning in the ecommerce landscape or explore the potential of social networks and create direct-to-consumer (DTC) virtual shops on Instagram or other social media platforms.

Read on to discover more details or take a look at all of our UK Household, House 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 2022 and beyond.
• Usage of toilet and hard surface care products.
• Locations of usage of hard surface cleaning products.
• Interest in toilet and hard surface care products.
• Behaviours around toilet and hard surface care products.
• Attitudes towards toilet and hard surface care products.

Covered in this report

Products: Zoflora, Jeyes, Favulosa, Astonish, Method, Kleenex, Unilever (Domestos, Cif), Henkel (Parozone, Bloo), Procter & Gamble (Flash), Robinson Young (Ace), SC Johnson (Duck, Method, Mr Muscle), Reckitt (Harpic, Dettol), Lifebuoy, Microban, Neutradol, Breakout, Dr. Beckmann, Dude Bombs, Higisol Gota, Pigeon Mygyunmuttae, Topvalu, Planet Pure, Cillit Bang, Ecover, Ajax, Waitrose & Partners, Tesco, Morrisons, Thornton & Ross, Seventh Generation, OceanSaver.

Expert analysis from a specialist in the field

This report, written by Emilia Tognacchini, a leading analyst in the Household sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As focus on home hygiene diminishes, consumer priorities will shift and topics such as the environment and wellbeing will acquire new relevance. Brands still have the chance to build on the exposure acquired during the coronavirus pandemic via NPD and projects that tap into healthy and sustainable lifestyles. At the same time, the boom in online retailing means that brands can explore multiple strategies to reach new audiences and penetrate the market.

Emilia Tognacchini
Senior Household Care and Brands Analyst