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Shopping for Household Care Products - UK - September 2019

Covered in this report

Within this report, Mintel defines household care as products coming under the following categories:

  • Fabric care
  • Dishwashing products
  • Hard surface care
  • Toilet care
  • Air care
  • Household paper products (toilet tissue, kitchen roll, facial tissues)
  • Cleaning equipment

“Shopping for household care products is largely planned in advance, and is done alongside groceries, rather than in its own right. The way that consumers shop lacks imagination and the market suffers as a result. Brands and retailers need to try to encourage more of an attitude that shopping for household care products can be a fun, impulsive experience. Online shopping, without the limitations of physical store environments, may be a way to do this.”
– Richard Hopping, Senior Brand and Household Analyst

This Report looks at the following areas:

  • Breaking premeditated shopping habits to encourage impulse
  • Making the most of the online potential

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Household functionality limits growth
              • Figure 1: Changes in spending habits in the last 12 months, January 2019
              • Figure 2: Best- and worst-case forecast value sales of the household care market, at current prices, 2013-23
            • Growth in online grocery retail sales
              • Ageing population ensures that in-store remains the focus
                • The consumer
                  • Purchasing of household products reflects grocery
                    • Figure 3: Where people shop for household care products, June 2019
                  • Tesco dominates the household care scene
                    • Figure 4: Retailers used for buying household care products, June 2019
                  • Supermarkets considered reliable and convenient
                    • Online-only retailers offer something different
                      • Figure 5: Correspondence analysis – Perceptions of different retailers for buying household care products, June 2019
                    • Shopping alongside groceries is the norm
                      • Shopping for household care is measured and pre-planned
                        • Figure 6: Household care shopping behaviours, June 2019
                      • Bulk-buying not a main driver
                        • Repeat purchase, not experimentation
                          • Figure 7: Attitudes towards buying household care products online, June 2019
                        • Free samples most likely to encourage people to change retailer
                          • Figure 8: Enticements that would encourage consumers to choose one retailer over another when buying household care products, June 2019
                        • What we think
                        • Issues and Insights

                          • Breaking premeditated shopping habits to encourage impulse
                            • The facts
                              • The implications
                                • Making the most of the online potential
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Household functionality limits growth
                                        • Retailer landscape resembles grocery market
                                          • Growth in online grocery retail sales is expected
                                            • Ageing population ensures that in-store remains the focus
                                              • Contextual shopping to encourage spur-of-the-moment purchases
                                              • Market Drivers

                                                • Household functionality limits growth
                                                  • Figure 9: Changes in spending habits in the last 12 months, January 2019
                                                  • Figure 10: Best- and worst-case forecast value sales of the household care market, at current prices, 2013-23
                                                • Retailer landscape resembles grocery market
                                                  • Figure 11: Leading grocery retailers: share of all grocery retail sales, 2017
                                                • Growth in online grocery retail sales…
                                                  • Figure 12: Total online grocery market forecast (including VAT), 2013-23
                                                • …but proportion of online shoppers remains stable
                                                  • Figure 13: Use of online grocery services, December 2018
                                                • Ageing population ensures that in-store remains the focus
                                                  • Figure 14: Trends in the age structure of the UK population, 2013-23
                                                • Market is financially indiscriminate, apart from deal seeking
                                                  • Figure 15: Trends in how respondents would describe their financial situation, February 2009-August 2019
                                                • Contextual shopping to encourage spur-of-the-moment purchases
                                                  • Cleaning influencers create waves
                                                  • The Consumer – What You Need to Know

                                                    • Purchasing of household products reflects grocery
                                                      • Tesco dominates the household care scene
                                                        • Supermarkets considered reliable and convenient
                                                          • Online-only retailers offer something different
                                                            • Shopping alongside groceries is the norm
                                                              • Bulk-buying not a main driver of online purchases
                                                                • Free samples most likely to encourage people to change retailer
                                                                • Where People Shop for Household Care Products

                                                                  • Purchasing of household products reflects grocery
                                                                    • Figure 16: Where people shop for household care products, June 2019
                                                                  • Convenience is key
                                                                    • Figure 17: Net of where people shop for household care products, by age, June 2019
                                                                • Retailers Used for Buying Household Care Products

                                                                  • Tesco dominates the household care scene
                                                                    • Figure 18: Retailers used for buying household care products, June 2019
                                                                  • More channels = more retailers used
                                                                    • Figure 19: Usage of retailers amongst consumers who shop in-store and online, June 2019
                                                                  • In-store-only shoppers limited by location
                                                                    • Figure 20: Usage of retailers amongst consumers who only shop in-store, June 2019
                                                                  • Online buyers seek convenience
                                                                    • Figure 21: Usage of retailers amongst consumers who only shop online, June 2019
                                                                • Perceptions of Retailer Types

                                                                  • Supermarkets considered reliable and convenient
                                                                    • Discounter usage likely based on value
                                                                      • Figure 22: Correspondence analysis – Perceptions of different retailers for buying household care products, June 2019
                                                                    • Online-only retailers offer something different
                                                                      • Figure 23: Perceptions of different retailers for buying household care products, June 2019
                                                                  • Household Care Shopping Behaviours

                                                                    • Shopping alongside groceries is the norm
                                                                      • Figure 24: Household care shopping behaviours, June 2019
                                                                    • Price is more important than brand
                                                                      • Shopping for household care is measured and pre-planned
                                                                        • Shopping via social media appealing to young shoppers
                                                                        • Attitudes towards Buying Household Care Online

                                                                          • Bulk-buying not a main driver of online purchases
                                                                            • Figure 25: Attitudes towards buying household care products online, June 2019
                                                                          • Concerns over breakages a problem to be solved
                                                                            • Figure 26: Rieke Packaging Ultimate E-Commerce Trigger Sprayer, 2019
                                                                          • Repeat purchase, not experimentation
                                                                            • A need to increase the convenience aspect to the unconvinced
                                                                            • Enticements to Choose a Retailer

                                                                              • Free samples most likely to encourage people to change retailer
                                                                                • Figure 27: Enticements that would encourage consumers to choose one retailer over another when buying household care products, June 2019
                                                                              • Refills to drive retail usage
                                                                                • Figure 28: Ecover refill station at Waitrose, June 2019
                                                                              • Making the experience easier to navigate
                                                                                • Figure 29: TURF Analysis – Shopping for household care products, June 2019
                                                                                • Figure 30: TURF Analysis – Shopping for household care products, June 2019
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                  • Consumer research methodology

                                                                                  Shopping for Household Care Products - UK - September 2019

                                                                                  £1,995.00 (Excl.Tax)