UK Toilet and Hard Surface Care Market Report 2024

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