2022
9
UK Toilet and Hard Surface Care Market Report 2022
2022-03-22T03:02:42+00:00
OX1100869
2195
149128
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Report
en_GB
"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…

UK Toilet and Hard Surface Care Market Report 2022

£ 2,195 (Excl.Tax)

Description

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.

Click here to view our German market research on Toilet & Hard Surface Care 2022.

 

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

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 five-year outlook for toilet and hard surface care
      • Figure 1: Category outlook, 2022-26
    • The market
    • Market size and forecast
      • Figure 2: Market forecast for toilet and hard surface care products, 2021-26
    • Companies and brands
    • Fabulosa increases brand share
      • Figure 3: Brand shares of disinfectants, by brand, year ending December 2021
    • Domestos leads the bleach market
      • Figure 4: Brand shares of bleach, by brand, year ending December 2021
    • Bloo sees increase in market share
      • Figure 5: Brand shares of toilet care and cleaning products, by brand, year ending December 2021
    • Major hard surface cleaning brands see value sales decline
      • Figure 6: Brand shares of multipurpose hard surface cleaning products, by brand, year ending December 2021
    • Specialised cleaner brands experience different declines
      • Figure 7: Brand shares of bath and shower cleaning products, by brand, year ending December 2021
    • The consumer
    • Pandemic-related concerns dwindle
      • Figure 8: Usage of toilet care and cleaning products, 2019-20-21
    • Overall usage of hard surface care products declines
      • Figure 9: Usage of hard surface cleaning product format, 2019-20-21
    • Multipurpose cleaners combine practicality and cleaning efficacy
      • Figure 10: Location of usage of hard surface cleaning formulas, 2021
    • Improve the usage experience to promote product usage
      • Figure 11: Interest in purchasing toilet and hard surface cleaning products, 2021
    • Cleaning performance is what consumers look for
      • Figure 12: Behaviours around toilet and hard surface care products, 2021
    • Explore new ways to illustrate product performance
      • Figure 13: Attitudes towards toilet and hard surface care products, 2021
  3. Issues and Insights

    • Rising cost of living impacts household care consumers differently
    • It is time to focus on more than germ-killing action
    • Explore new ways to be sustainable
  4. Market Size and Performance

    • The toilet and hard surface care market remains bigger than pre-pandemic
      • Figure 14: Market size for toilet and hard surface care products, 2016-21 (prepared in February 2022)
    • Consumer engagement with the category declines
    • Traditional focus on price protects the category from a worsening economic situation
  5. Market Forecast

    • The need-driven nature of household cleaners limits economic impact
      • Figure 15: Category outlook, 2022-26
    • Shift in consumers’ priorities drives decline
      • Figure 16: UK central forecast value sales of toilet and hard surface care products, 2021-26
    • Market drivers and assumptions
      • Figure 17: Key drivers affecting Mintel’s market forecast, 2015-26
    • Forecast methodology
  6. Market Segmentation

    • Toilet care practices change
      • Figure 18: UK retail value sales of toilet and hard surface care products, 2019-21
      • Figure 19: Domestos launches its new Aroma Lux range of rim blocks, 2022
    • Hard surface care sees overall decline
    • Floor cleaners experience lowest decline
  7. Channels to Market

    • Supermarkets remain main retail channel
      • Figure 20: UK retail value sales of toilet care products, bleaches, disinfectants and hard surface care cleaners*, by outlet type, 2019-21
    • Use the online retailing space to promote premium NPD
  8. Market Drivers

    • Consumers’ financial wellbeing has slipped from its recent high point…
      • Figure 21: Consumer confidence index, 2018-22
    • …and concerns over inflation are coming to the fore
      • Figure 22: Consumer concerns about household finance, 2021-22
    • Create associations beyond homecare to fight back hygiene fatigue
      • Figure 23: Concerns about exposure to COVID-19/coronavirus, 2020-22
    • Holistic health and the environment in the spotlight
      • Figure 24: Kleenex Take a Moment tissues, 2021
    • The pandemic has changed perceptions around homecare
  9. Market Share

    • Toilet cleaning and care
    • Fabulosa increases brand shares
      • Figure 25: Retail value sales of disinfectants, by brand, years ending December, 2019-21
    • Domestos leads the bleach market
      • Figure 26: Retail value sales of bleach, by brand, years ending December, 2019-21
    • Bloo sees increase in market share
      • Figure 27: Retail value sales of toilet care and cleaning products, by brand, years ending December, 2019-21
    • Hard Surface Care
    • Major surface cleaning brands see value sales decline
      • Figure 28: Retail value sales of multipurpose hard surface cleaning products, by brand, years ending December, 2019-21
    • Specialist cleaner brands experience different declines
      • Figure 29: Retail value sales of bath and shower cleaning products, by brand, years ending December, 2019-21
  10. Launch Activity and Innovation – Toilet Care

    • Bleach/disinfectants launches lead launch activity in toilet care
      • Figure 30: New product development in the UK toilet care market, by product segment, 2018-21
    • Toilet care brands invest in new product launches
      • Figure 31: New product development in the UK toilet care market*, by launch type, 2018-21
      • Figure 32: Examples of new product launches in the toilet care market*, 2021
    • It is time for antibacterial claims to evolve
      • Figure 33: Top 10 claims in the UK toilet care market* (based on leading claims for 2021), 2019-21
    • Promote long-lasting scents via odour neutralising claims
      • Figure 34: Examples of toilet care NPD carrying odour neutralising claim, 2021
    • Be ahead of unpleasant smells
      • Figure 35: Examples of toilet care NPD designed to prevent odours, 2022
    • Add beauty to the bathroom experience
    • Get creative with naturally derived ingredients
      • Figure 36: Examples of toilet care NPD formulated with naturally derived ingredients, 2021
  11. Launch Activity and Innovation – Hard Surface Care

    • Overall hard surface care NPD declined in 2021
      • Figure 37: New product development in the UK hard surface care market, by product segment, 2018-21
    • Opportunities for specialised cleaners
      • Figure 38: Henkel Bloo Lemon Fragranced Total Bathroom Cleaner, 2021
    • Shares of new packaging launches decline
      • Figure 39: New product development in the UK hard surface care market, by launch type, 2018-21
    • New formulations address demand for greater transparency
      • Figure 40: Examples of new formulation launches in hard surface cleaners, 2021
    • Explore QR codes to engage with younger demographics
    • Hard surface care formulas for outdoor areas
      • Figure 41: Examples of outdoor cleaners from Jeyes, 2021
    • Antibacterial and ease of use claims on the rise
      • Figure 42: Top 10 claims in the UK hard surface care market (based on leading claims for 2021), 2019-21
      • Figure 43: Examples of hard surface cleaner NPD carrying the ease of use claim, 2021
    • More own-label brands become green
      • Figure 44: New product launches in the UK hard surface care market, by own-label vs branded products, 2018-21
      • Figure 45: Examples of new hard surface cleaner launches from own label brands, 2021
  12. Advertising and Marketing Activity

    • Toilet cleaning and care
    • Adspend on toilet care increases
      • Figure 46: Recorded above-the-line, online display and direct to mail advertising expenditure on toilet cleaning and care products*, by segment, 2019-21
    • Two major advertising investors cover 57% of total adspend
      • Figure 47: Recorded above-the-line, online display and direct to mail advertising expenditure on toilet cleaning and care products*, by advertiser, 2021
    • Dettol responds to FAQ
    • Zoflora launches new TV advert
    • Domestos puts emphasis on recyclability
    • Hard surface care
    • Advertising expenditure focused on multipurpose and kitchen
      • Figure 48: Recorded above-the-line, online display and direct to mail advertising expenditure on hard surface care products, by segment, 2019-21
    • Unilever leads advertising investments
      • Figure 49: Recorded above-the-line, online display and direct to mail advertising expenditure on hard surface care products, by advertiser, 2021
    • Flash makes hard surface care easy
    • Purdy & Figg creates a link with agriculture
    • Nielsen Ad Intel coverage
  13. Brand Research

    • Brand map
      • Figure 50: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 51: Key metrics for selected brands, 2022
    • Brand attitudes: Flash and Bloo seen as trusted and consistently high quality
      • Figure 52: Attitudes, by brand, 2022
    • Brand personality: Fabulosa viewed as fun
      • Figure 53: Brand personality – macro image, 2022
    • Ecozone and OceanSaver perceived as caring and authentic
      • Figure 54: Brand personality – micro image, 2022
    • Brand analysis
    • Fabulosa stands out for value
    • Flash offers quality and accessibility
    • Seventh Generation viewed as caring and worth paying more
    • OceanSaver seen as authentic and innovative
    • Bloo benefits from high levels of trust
    • Ecozone scores high on ethicality
  14. Cleaning and Buying Responsibilities

    • Traditional gender roles impact on cleaning and buying responsibilities
      • Figure 55: Cleaning responsibilities, by gender, 2021
      • Figure 56: Purchasing responsibilities, by gender, 2021
    • Make the category appealing to men to promote gender balance
      • Figure 57: Hero clean offers home cleaning products targeted at men, 2021
  15. Usage of Toilet Care and Cleaning Products

    • Pandemic-related hygiene anxieties dwindle…
      • Figure 58: Usage of toilet care and cleaning products, 2019-20-21
    • …while practicality comes back as main priority
      • Figure 59: Lion Look Plus Waterlily Fragrance Precise Foam Toilet Cleaning Spray, 2021
    • Highlight the joy of clean toilets
      • Figure 60: WC Net Più è pulito, più lo vivi campaign, 2022
  16. Usage of Hard Surface Cleaning Formats

    • Overall usage of hard surface care products declines
      • Figure 61: Usage of hard surface cleaning product format, 2019-20-21
    • Age influences usage of hard surface products
      • Figure 62: Usage of hard surface cleaning product format, by age, 2021
    • Educate younger consumers around the usage of different formats
      • Figure 63: Colt & Willow explains how to use its Eco Friendly Wonder Scrub, 2021
  17. Location of Usage of Hard Surface Cleaning Products

    • Multipurpose cleaners combine practicality and cleaning efficacy
      • Figure 64: Location of usage of hard surface cleaning formulas, 2021
    • Leverage specialised cleaners’ positive reputation
      • Figure 65: Astonish Specialist Oven & Grill Cleaner & Sponge
    • Promote safe usage of bleach
  18. Interest in Toilet and Hard Surface Care Products

    • Improve the usage experience to promote product usage
      • Figure 66: Interest in purchasing toilet and hard surface cleaning concepts, 2021
      • Figure 67: Examples of toilet and hard surface care launches with improved dispensing systems, 2021-22
    • Tap into localism in new ways
      • Figure 68: Examples of household care launches made with upcycled ingredients, 2021
    • Bond with consumers on a personal level
    • Introduce consumers to a new generation of products
      • Figure 69: TURF Analysis – interest in toilet and hard surface care concepts, 2021
  19. Behaviours around Toilet and Hard Surface Care Products

    • Cleaning performance is what consumers look for
      • Figure 70: Behaviours around toilet and hard surface care products, 2021
    • Disclose ingredient information to reassure consumers
    • Highlight lack of ingredients to strengthen the message
      • Figure 71: Purdy & Figg approach the topic of ingredients, 2021
    • Align NPD with younger consumers’ lifestyles…
      • Figure 72: Consumers who say “Home hygiene is less of a priority for me now that it was a year ago”, by age, 2021
    • … and areas of interest
    • Cleaning wipes see a tricky future
      • Figure 73: Consumers who use cleaning wipes all around their home (eg kitchen, bathroom), by age, 2021
  20. Attitudes towards Toilet and Hard Surface Care Products

    • Explore new ways to illustrate product performance
      • Figure 74: Attitudes towards toilet and hard surface care products, 2021
    • Team up with online retailers
    • Explore the potential of social media
  21. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  22. Appendix: Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 75: Value of the toilet and hard surface care products market (prepared in February 2022), 2016-26
      • Figure 76: UK central forecast value sales of the toilet and hard surface care products market (prepared in February 2022), 2021-26
      • Figure 77: Value of the toilet care products market (prepared in February 2022), 2016-26
      • Figure 78: UK central forecast value sales of the toilet care products market (prepared in February 2022), 2021-26
      • Figure 79: Value of the hard surface care products market (prepared in February 2022), 2016-26
      • Figure 80: UK central forecast value sales of the hard surface care products market (prepared in February 2022), 2021-26
    • Market drivers and assumptions
    • Forecast 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.

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