Stay ahead of the curve in the UK toilet and hard surface care market with Mintel’s extensive market report. UK toilet and hard surface care market report is packed with consumer-led market intelligence, latest surface cleaner market trends, and consumer behaviours affecting your industry. Get information about the toilet and hard surface cleaner market size, share and forecasted growth to help you align your strategy with what your audience demands.
Key Issues Covered in this Report
- The impact of the cost of living on toilet and hard surface care products.
- Analysis of the size of the market and forecast for the next five years.
- Market share of major players, competitive strategies and advertising initiatives.
- Product trends and new product development in toilet and hard surface care.
- Consumer usage of products, behaviours and attitudes towards the category.
- The opportunities and threats facing brands in the toilet and hard surface category.
Hard Surface and Toilet Care Products Market Overview
The cost-of-living crisis has notably strained consumer budgets, impacting the cleaning products market. In response, 2022 saw a dip in sales as consumers tightened their belts, reduced product repertoires and frequency of purchases. However, the slight easing of financial fears in 2023 has seen a resurgence in sales, albeit not to mid-crisis levels, signifying a cautious yet positive shift towards prioritising quality over sheer affordability.
Toilet and Hard Surface Care Market Trends
The ongoing success of own-label brands is a threat to big name brands, particularly as it is underlined by more than half of people finding it hard to tell the difference between the two. If consumers who have traded down during financial difficulties see little reason to return to brands, it may shift the landscape permanently.
Despite a general trend towards cost-saving measures and a preference for multipurpose products, the frustrations that exist when cleaning can largely be addressed by usage of more specialist products, for example hard-to-remove stains or specific surface care. Brands that offer specific formats and functionality designed to make people’s cleaning experience faster, more convenient and enjoyable will be successful.
Purchase Mintel’s UK Toilet and Hard Surface Care Market Report for a complete overview of the UK market, featuring analysis from an industry expert.
Report Scope
This report examines the following markets:
- Multipurpose cleaners, including antibacterial cleaners
- Specialist cleaners specifically designed for rooms in the home, including kitchens, floors, bathrooms, showers
- Specialist cleaners specifically designed for specific tasks, including ovens, hobs, drains, windows, mould/mildew, limescale, carpet, stainless steel and wood
These products come in a number of formats, including sprays, mousses, creams, foams and disposable wipes.
This report also examines the following product categories in regard to keeping toilets clean and fresh:
- Toilet cleaners, including liquids/gels and wipes
- In-bowl rim blocks and liquids/gels
- In-cistern blocks
- 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
Meet The Expert
This report is written by Mintel’s household care and brand analyst, Luke Santos. Luke joined the Mintel household care research team in 2022, researching and writing household care and brand Reports, focusing on consumer behaviour and product innovation. Luke has a BA (Hons) in Geography and Spanish from Swansea University.
There are signs that consumers are focusing more on quality rather than simply on price, but own-label will remain significant throughout 2024 and beyond.
Luke Santos
Household Care and Brand Analyst
Collapse All
-
- Key issues covered in this Report
-
Executive Summary
- Opportunities for the toilet and hard surface cleaning market
- Market dynamics and outlook
- Graph 1: retail value sales of kitchen, bathroom and floor cleaning products, by brand, years ending January, 2023-24
- Graph 2: retail value sales of multipurpose surface cleaning products, by brand, years ending January, 2023-24
- What consumers want and why
- Graph 3: attitudes towards cleaning the home, 2023
- Innovation and marketing
- Graph 4: share of new surface care and toilet care launches, by sub-category, 2021-23
- Graph 5: share of new surface care and toilet care launches, by branded vs own-label, 2021-23
-
Market Dynamics
- Market size
- Graph 6: value sales of the toilet and hard surface care category in £m, 2018-23
- Market forecast
- Market segmentation
- Market share
- Macro-economic factors
- Graph 7: GDP, 2021-23
- Graph 8: CPI inflation rate, 2021-23
- Graph 9: the financial wellbeing index, 2016-23
- Graph 10: the financial confidence index, 2016-23
- Graph 11: activities consumers expect to do as a result of rising prices, 2023
- Behavioural and environmental factors
- Graph 12: rating of cleaning skills, 2023
-
What Consumers Want and Why
- Usage of hard surface cleaning products
- Graph 13: cleaning products used to clean hard surfaces (excluding toilets) in the last six months, 2022-23
- Usage of toilet cleaning products
- Graph 14: cleaning products used to clean the toilet in the last six months, 2022-23
- Cleaning frequency
- Graph 15: frequency of cleaning hard surfaces and toilets, 2023
- Best-suited cleaning products for different areas of the home
- Graph 16: types of cleaner consumers think are best-suited for cleaning particular areas, 2023
- Frustrations when cleaning the home
- Graph 17: frustrations when cleaning the home, 2023
- Attitudes towards cleaning the home
- Graph 18: attitudes towards cleaning the home, 2023
- Graph 19: select attitudes towards cleaning the home, 2023
-
Innovation And Marketing Trends
- Launch activity and innovation
- Graph 20: share of new surface care and toilet care launches, by subcategory, 2021-23
- Graph 21: share of new surface care and toilet care launches, by launch type, 2021-23
- Graph 22: share of new surface care and toilet care launches, by fragrance component group, 2021-23
- Graph 23: share of new surface care and toilet care launches, by top ultimate company, 2022-23
- Graph 24: share of new surface care and toilet care launches, by branded vs own-label, 2021-23
- Graph 25: share of new surface and toilet care launches, by leading claims, 2021-23
- Advertising and marketing activity
- Graph 26: share of recorded above-the-line, online display and direct to mail advertising expenditure on toilet cleaning and care products, by segment, 2021-23
- Graph 27: recorded above-the-line, online display and direct to mail advertising expenditure on toilet cleaning and care products, by segment, 2021-23
- Graph 28: recorded above-the-line, online display and direct to mail advertising expenditure on toilet cleaning and care products, by advertiser, 2023
- Graph 29: share of recorded above-the-line, online display and direct to mail advertising expenditure on hard surface cleaning products, by segment, 2021-23
- Graph 30: recorded above-the-line, online display and direct to mail advertising expenditure on hard surface cleaning products, by segment, 2021-23
- Graph 31: share of recorded above-the-line, online display and direct to mail advertising expenditure on hard surface care products, by advertiser, 2023
-
Appendix
- Market forecast data and methodology
- Report scope and definitions
- Methodology
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
