UK Toilet and Hard Surface Care Market Report 2023
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Stay ahead of the curve in the UK toilet and hard surface care market and future-proof your business with Mintel’s extensive market report. Our full report is packed with consumer-led market intelligence, latest surface cleaner market trends, and consumer behaviours affecting your industry. Get information about the hard surface and toilet cleaner market size, share and forecasted growth to help you align your strategy with what your audience demands.
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Our In-Depth Market Research Delivers Key Insights On:
- Opportunities to create value through product innovation.
- The products people use to clean their homes and their toilets.
- What product features people prioritise when buying hard surface cleaners.
- How people use hard surface cleaners.
- Consumer attitudes towards toilet cleaners.
UK Toilet and Hard Surface Cleaner Market Overview
Value sales across both categories has fallen, or rather reverted back to normal following a significant peak during 2020 and the COVID-19 pandemic. Mintel’s market forecast suggests more years of limited growth, thanks in part to the ongoing cost-of-living crisis.
- Surface cleaner market size: In 2022, retail sales were measured at £282m.
- Toilet care market size: In 2022, retail sales were measured at £311m.
Toilet and Hard Surface Care Market Trends
In the past six months, over half of UK household cleaner consumers have changed their behaviours in some way in order to save money. This shift highlights how price has become a more important consideration, and it is likely that this consumer caution will persist throughout the next year.
- Surface cleaner consumer behaviour: The most common money-saving behaviours are switching to own-label products (24% of consumers) and reducing the number of products used (17% of consumers).
- Surface care market segmentation: As a result of consumers looking to reduce the number of products used, multipurpose cleaners are the most popular products for cleaning hard surfaces, with 63% of consumers using these.
- Toilet care market trends: 82% of new toilet care product launches featured environmentally-friendly packaging claims in 2022, up from 66% in 2021. However, for consumers sustainability is much less of a driving force when compared to convenience.
- Hard surface care consumer attitudes: A reduced focus on hygiene over the last couple of years has caused a significant drop in sales of antibacterial multipurpose cleaners over the past few years, an overall 11.1% decline in 2022.
UK Toilet and Hard Surface Cleaner Market – What’s Next?
Despite consumers’ priorities shifting towards value, there are still opportunities for growth in the UK toilet and hard surface cleaning market. To learn more about these opportunities and how to connect with a changing audience, purchase our full UK Toilet and Hard Surface Care Market Report.
Looking for more information on the UK cleaning products market? Take a look at our The Future of Household Cleaners Market Report, or explore our extensive cleaning products market research.
Popular Products and Brands Covered in this Report
Products: Multipurpose cleaners (including antibacterial cleaners), Kitchen cleaners, Floor cleaners, Bathroom cleaners, Shower cleaners, Toilet cleaners (including liquids/gels and flushable toilet wipes), In-bowl rim blocks and liquid/gels, In-cistern blocks, Toilet cleaning 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).
Brands: Zoflora, Dettol, Jeyes, Astonish, Fabulosa, Surf, Bloo, Duck, Harpic, Domestos, Ace, Cif, Method, Flash, Mr Muscle.
Expert Insights on the UK Cleaning Products Market
This report, written by Richard Hopping, Director of Household Care Insights, delivers in-depth commentary and analysis to highlight current market trends and adds expert context to the numbers.
The toilet and hard surface cleaning market is being doubly impacted by the continued return to pre-pandemic cleaning routines and the additional focus on saving money as a result of rising inflation. This is creating a difficult environment for brands to grow, and this is likely to continue over the next five years. However, there are opportunities for brands and products to target factors that can add value to consumer lifestyles. For example, the experience offered by scents and convenience can encourage consumers to up spend.
Richard Hopping
Director of Household Care Insights, EMEA
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The five-year outlook for toilet and hard surface care products
- Figure 1: Category outlook, 2023-27
- The market
- Methods of saving money are cancelling out rising prices
- Figure 2: Market forecast for toilet and hard surface care products, 2022-27
- Bleach increases its appeal as consumers look to price and versatility
- Focus on disinfectants wanes in line with hygiene focus
- Antibacterial cleaners also suffer from lower germ concerns
- A mixed bag for specialist cleaners
- Figure 3: UK retail value sales of toilet and hard surface care products, 2020-22
- Companies and brands
- Zoflora retakes the leading position from Dettol in disinfectants
- Figure 4: Retail value sales of disinfectants, by brand, year ending December 2022
- Bloo provides a spark of inspiration in toilet cleaners
- Figure 5: Retail value sales of toilet care and cleaning products, by brand, year ending December 2022
- Domestos is battling own-label bleach products
- Figure 6: Retail value sales of bleach, by brand, year ending December 2022
- Dettol and Flash increase market share across multipurpose, kitchen and floor
- Figure 7: Retail value sales of multipurpose, kitchen and floor cleaners, by brand, year ending December, 2021-22
- Flash signposts convenience and value in bathroom and shower cleaners
- Figure 8: Retail value sales of bathroom and shower cleaners, by brand, year ending December 2022
- The consumer
- Multipurpose suits those looking to limit repertoire
- Figure 9: Cleaning products used to clean hard surfaces (excluding toilets) in the last six months, 2022
- Consumers turn to bleach for cleaning toilets
- Figure 10: Cleaning products used to clean the toilet in the last six months, 2022
- Consumers feeling the financial pinch
- Consumers recognise the value in own-labels
- Figure 11: Behaviours adopted to save money when cleaning surfaces and/or toilets in the home, 2022
- Hygiene priority still in place
- Figure 12: Priorities when buying hard surface cleaning products (excluding toilet cleaners), 2022
- Longevity as an indicator of value
- Fragrance is key to product usage
- Figure 13: behaviours around cleaning hard surfaces (excluding toilets), 2022
- Own-label has the potential to stride ahead
- Figure 14: Attitudes towards toilet cleaning products, 2022
- The five-year outlook for toilet and hard surface care products
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Issues and Insights
- Money-saving becomes the ultimate priority in the short term
- Strike a balance between convenience and sustainability
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Market Size and Performance
- Market is still readjusting in the wake of COVID-19
- Methods of saving money are cancelling out rising prices
- Figure 15: Market size for toilet and hard surface care products, 2017-22 (prepared in March 2022)
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Market Forecast
- Market set to stagnate over the coming years
- Figure 16: Category outlook, 2023-27
- Limited growth for surface cleaners over the next five years
- Figure 17: Market forecast for toilet and hard surface care products, 2022-27
- Learnings from the last income squeeze
- Forecast methodology
- Market set to stagnate over the coming years
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Market Segmentation
- Bleach increases its appeal as consumers look to price and versatility
- Focus on disinfectants wanes in line with hygiene focus
- Figure 18: UK retail value sales of toilet and hard surface care products, 2020-22
- Antibacterial cleaners also suffer from lower germ concerns
- A mixed bag for specialist cleaners
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Channels to Market
- Focus on value promotes discount alternatives…
- …and own-label options
- Figure 19: UK retail value sales of toilet and hard surface care cleaners, by outlet type, 2019-21
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Market Drivers
- Inflation will continue to eat into consumer spending power over the course of 2023
- Consumer spending power will be curbed
- Consumers’ financial wellbeing has fallen from the highs of 2021…
- Figure 20: Household financial wellbeing index, 2016-23
- …and most people are feeling the effects of price rises
- Consumers having to make choices across homecare
- Figure 21: Spending priorities given to different household care products, 2023
-
- Figure 22: Purchase rate vs priority score for different household care categories, 2023
- Concern about COVID and hygiene wanes
- Figure 23: Extent to which people are worried about how the COVID-19 outbreak might affect their lifestyle (1 = “Not at all worried”, 5 = “Extremely worried”), 2020-23
- Packaging remains of utmost sustainable concern
- Figure 24: Expectations of behaviours from household care brands to be more eco-friendly, 2022
- In the future, production will come under the spotlight
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Market Share
- Toilet care
- Zoflora retakes the leading position from Dettol in disinfectants
- Figure 25: Retail value sales of disinfectants, by brand, years ending December, 2021-22
- Bloo provides a spark of inspiration in toilet cleaners
- Figure 26: Retail value sales of toilet care and cleaning products, by brand, years ending December, 2021-22
- Domestos is battling own-label bleach products
- Figure 27: Retail value sales of bleach, by brand, years ending December, 2021-22
- Hard surface care
- Dettol and Flash increase market share across multipurpose, kitchen and floor
- Figure 28: Retail value sales of multipurpose, kitchen and floor cleaners, by brand, years ending December, 2021-22
- Figure 29: Examples of kitchen cleaner product launches signposting value in different ways, 2022
- Flash signposts convenience and value in bathroom and shower cleaners
- Figure 30: Retail value sales of bathroom and shower cleaners, by brand, years ending December, 2021-22
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Launch Activity and Innovation – Toilet Care
- New product launches tumble towards whilst variety and range extensions increase
- Figure 31: New product development in the UK toilet care category*, by launch type, 2019-22
- Figure 32: Examples of toilet care limited edition scent variants, 2022
- Bleach/disinfectant NPD declines
- Figure 33: New product development in the UK toilet care category, by product segment, 2019-22
- Toilet bowl fresheners return to the position of toilet care protagonists
- Figure 34: Henkel Bloo Original Blue Toilet Blocks, 2022
- Sustainable packaging claims continue to grow
- Figure 35: Top 10 claims in the UK toilet care market* (based on leading claims for 2022), 2021-22
- Space for brands to explore ingredient-related green claims
- Opportunities to better address demand for convenience
- Figure 36: Examples of toilet care launches carrying the ease of use or convenient packaging claims, 2022
- New product launches tumble towards whilst variety and range extensions increase
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Launch Activity and Innovation – Hard Surface Care
- Brands maximise prior investments in product innovation
- Figure 37: New product development in the UK hard surface care category, by launch type, 2019-22
- Multipurpose cleaners dominate the hard surface care category
- Figure 38: New product development in the UK hard surface care category, by product segment, 2019-22
- Decline in bathroom and shower cleaners NPD…
- …but Domestos’ new Power Foam range increases competition
- Figure 39: Examples of new product launches in the bath, shower and tile care category, 2022-23
- Be green but in clearer ways
- Figure 40: Top 10 claims in the UK hard surface care market (based on leading claims for 2022), 2021-22
- Figure 41: Examples of hard surface care products launches carrying ethical – biodegradable or carbon neutral claims, 2022
- Promotion of antibacterial claims continues
- Figure 42: Examples of hard surface care products launches carrying the antibacterial claim, 2022
- Brands maximise prior investments in product innovation
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Advertising and Marketing Activity
- Adspend on toilet care continues to grow
- Figure 43: Recorded above-the-line, online display and direct to mail advertising expenditure on toilet cleaning and care products*, by segment, 2020-22
- Four companies cover adspend in toilet care
- Figure 44: Recorded above-the-line, online display and direct to mail advertising expenditure on toilet cleaning and care products*, by advertiser, 2022
- Adspend on hard surface care drops
- Figure 45: Recorded above-the-line, online display and direct to mail advertising expenditure on hard surface care products, by segment, 2020-22
- Procter & Gamble and Reckitt lead adspend in hard surface care
- Figure 46: Recorded above-the-line, online display and direct to mail advertising expenditure on hard surface care products, by advertiser, 2022
- Cif Squad values cleaning passion
- Highlight value proposition in new ways
- Figure 47: smol wash-o-meter calculator, 2023
- Method challenges gender stereotypes with law-inspired style
- Nielsen Ad Intel coverage
- Adspend on toilet care continues to grow
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Brand Research
- Brand map
- Figure 48: Attitudes towards and usage of selected brands, 2023
- Key brand metrics
- Figure 49: Key metrics for selected brands, 2023
- Brand attitudes: Lidl W5 has a strong reputation for value
- Figure 50: Attitudes, by brand, 2023
- Brand personality: Cillit Bang stands out for playfulness
- Figure 51: Brand personality – Macro image, 2023
- Domestos noted for performance, Dettol for family
- Figure 52: Brand personality – Micro image, 2023
- Brand analysis
- Dettol provides a family friendly proposition
- Domestos seeks to add sustainability and convenience to its offering
- Bloo’s scent focus help promotes sales
- Cillit Bang is considered fun, but lacks associations with performance
- Cif shifts focus to Cleanboost
- Lidl W5 noted for value
- Brand map
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Usage of Hard Surface Cleaning Products
- Multipurpose suits those looking to limit repertoire
- Figure 53: Cleaning products used to clean hard surfaces (excluding toilets) in the last 6 months, 2022
- Usage of specialist products remains high
- Multipurpose suits those looking to limit repertoire
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Usage of Toilet Cleaning Products
- Consumers turn to bleach for cleaning toilets
- Figure 54: Cleaning products used to clean the toilet in the last 6 months, 2022
- Opportunity to promote fresheners for in-between occasions
- Consumers turn to bleach for cleaning toilets
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Behaviours Adopted to Save Money
- Consumers feeling the financial pinch
- Consumers recognise the value in own-labels
- Figure 55: Behaviours adopted to save money when cleaning surfaces and/or toilets in the home, 2022
- People reducing their repertoire of products and cleaning occasions
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Priorities for Hard Surface Cleaners
- Hygiene priority still in place
- Figure 56: Priorities when buying hard surface cleaning products (excluding toilet cleaners), 2022
- Longevity as an indicator of value
- Environmental factors priorities influenced by financial position
- Figure 57: Priority shown towards eco-friendly attributes, by financial situation, 2022
- Scent is an expectation
- Figure 58: Surf’s launches into disinfectants, 2022-23
- Hygiene priority still in place
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Hard Surface Cleaning Behaviours
- Fragrance is key to product usage
- Figure 59: behaviours around cleaning hard surfaces (excluding toilets), 2022
- Encourage deep cleaning occasions to promote specialist products
- Fragrance is key to product usage
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Attitudes towards Toilet Cleaning Products
- Own-label has the potential to stride ahead
- Figure 60: Attitudes towards toilet cleaning products, 2022
- Eco-friendly still seen as less effective
- Convenient packaging takes precedence over sustainability for many
- Own-label has the potential to stride ahead
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Forecast Methodology
- Market forecast and prediction intervals
- Figure 61: Value of the toilet and hard surface care products market (prepared in March 2023), 2017-27
- Figure 62: UK central forecast value sales of the toilet and hard surface care products market (prepared in March 2023), 2022-27
- Market drivers and assumptions
- Forecast methodology
- Market forecast and prediction intervals
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