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The Private Label Household Care Consumer - UK - October 2018

"The success of own-label has been underpinned by a perceived improvement in quality in recent years, helping to drive people towards these products even despite the amount of discounting on big name brands. This is raising expectations, which suggests that continued NPD is likely to be crucial to its future success."
- Richard Hopping, Senior Brand and Household Analyst

This Report looks at the following areas:

  • Convincing consumers of added-value quality
  • Staying true to own-label strengths
  • Discounters largely leaving own-label unharmed

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Table of contents

  1. Overview

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

          • The market
            • Own-label market growing
              • Figure 1: Best- and worst-case forecast of UK retail value sales of private label household care products*, at current and constant prices, 2013-23
            • Own-label in a strong position across the sector
              • Figure 2: Share of UK retail value sales of own- label household care products, by category, 2017
            • The population continues to age
              • Price remains key in household care
                • Shopping habits changing to smaller, more frequent shops
                  • Companies and brands
                    • A third of household launches from own-label
                      • Figure 3: NPD in the household care sector, branded v own-label, January 2014-August 2018
                    • Air care becomes strongest area of focus for own-label…
                      • Figure 4: Own-label NPD in the household care sector, by category, January 2014-August 2018
                    • …and influences drive towards brand new products
                      • Figure 5: Own- label NPD in the household care sector, by launch type, January 2014-August 2018
                    • Big name retailers most active
                      • Figure 6: Own- label NPD in the household care sector, by top companies, 2017
                    • The consumer
                      • Majority of consumers are engaged with buying process
                        • Figure 7: Responsibility for buying household care products, by age and gender, July 2018
                      • Added-value products tend to be brand-dominated
                        • Figure 8: Types of household care products chosen most often, July 2018
                      • People buying more own-label products
                        • Figure 9: Change in the number of own-label household care products bought, July 2018
                      • Supermarket retailers dominate
                        • Figure 10: Retailers used to buy household care products, July 2018
                      • Quality difference too much for some
                        • Figure 11: Barriers to buying own-label household care products, July 2018
                      • Perception of quality is improving
                        • Figure 12: Attitudes towards own-label household care products, July 2018
                      • What we think
                      • Issues and Insights

                        • Convincing consumers of added-value quality
                          • The facts
                            • The implications
                              • Staying true to own-label strengths
                                • The facts
                                  • The implications
                                    • Discounters largely leaving own-label unharmed
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Own-label market growing
                                            • Own-label in a strong position across the sector
                                              • The population continues to age
                                                • Price remains key in household care
                                                  • Shopping habits changing to smaller, more frequent shops
                                                  • Market Size and Forecast

                                                    • Own-label faring better than brands
                                                      • Figure 13: UK retail value sales of private label household care products*, at current and constant prices, 2013-23
                                                    • Shopping habits driving change in reputation of own-label
                                                      • Growth of discounters affecting brands more than own-label
                                                        • Further growth anticipated
                                                          • Figure 14: Best- and worst-case forecast of UK retail value sales of private label household care products*, at current and constant prices, 2013-23
                                                      • Market Segmentation

                                                        • Own-label in a strong position
                                                          • Figure 15: UK retail value sales of own- label household care products, by segment, 2016-18 (est)
                                                        • Paper products continue to be most valuable segment to own-label
                                                          • Air care is area of largest growth
                                                            • Brand-dominated segments also showing signs of growth
                                                              • Own-label outperforming sector in most segments
                                                                • Figure 16: Share of UK retail value sales taken by own-label in the household care market, by segment, 2016-17
                                                            • Market Drivers - Social

                                                              • The population continues to age
                                                                • Figure 17: Trends in the age structure of the UK population, 2013-23
                                                              • Number of young children set to drop further
                                                                • Reducing household size may benefit own-label
                                                                  • Figure 18: UK households, by size, 2013-23
                                                                • Recession-formed habits benefit own-label
                                                                  • Figure 19: How respondents would describe their financial situation, February 2009-August 2018
                                                              • Market Drivers - Product

                                                                • Price remains key
                                                                  • Figure 20: Purchase factors for cleaning products, August 2017
                                                                • Fragrance is of increasing importance
                                                                  • Buying brands out of habit
                                                                    • Negative health stories may impact desire for antibacterial formulas
                                                                      • Eco-friendly and own-label
                                                                        • Figure 21: Examples of own-label eco-friendly product launches, 2016-18
                                                                      • Performance perceptions of own-label are mixed
                                                                        • Figure 22: Attitudes towards own-label and special offers in household paper products, October 2016
                                                                        • Figure 23: Correspondence analysis – Dishwashing products, February 2018
                                                                    • Market Drivers - Retail

                                                                      • Shopping habits changing to smaller, more frequent shops
                                                                        • Figure 24: Attitudes towards own-label household care products (any agree), by repertoire of retailers used for household care shopping, July 2018
                                                                      • Discounters grow in popularity
                                                                        • Figure 25: Non-food products purchased at discounters in the last 3 months, by frequency of purchase, June 2018
                                                                      • Major retailers seek to fend off discounters
                                                                          • Figure 26: Jack’s store in Chatteris, September 2018
                                                                      • Companies and Brands – What You Need to Know

                                                                        • A third of household launches from own-label
                                                                          • Air care becomes strongest area of focus for own-label…
                                                                            • …and influences drive towards brand new products
                                                                              • Big name retailers most active
                                                                                • Shift towards added-value evident
                                                                                • Launch Activity and Innovation

                                                                                  • A third of household launches from own-label
                                                                                    • Figure 27: NPD in the household care sector, branded v own-label, January 2014-August 2018
                                                                                  • Air care becomes strongest area of focus for own-label…
                                                                                    • Figure 28: Own-label NPD in the household care sector, by category, January 2014-August 2018
                                                                                    • Figure 29: Examples of own-label launches in the air care segment, 2017
                                                                                  • …and influences drive towards brand new products
                                                                                    • Figure 30: Own- label NPD in the household care sector, by launch type, January 2014-August 2018
                                                                                    • Figure 31: Examples of own-label ‘new product’ launches in the air care category, 2017-18
                                                                                    • Figure 32: Examples of other own-label ‘new product’ launches in the household care sector, 2017-18
                                                                                  • Big name retailers most active
                                                                                    • Figure 33: Own- label NPD in the household care sector, by top companies, 2017
                                                                                  • Environment takes precedence
                                                                                    • Figure 34: Leading claims in launches of own-label products in the household care sector, based on leading claims for 2017, 2016 and 2017
                                                                                  • Shift towards added-value evident
                                                                                    • Figure 35: Examples of own-label household care products with time/speed claims, 2017-18
                                                                                  • Sainsbury’s Prism exemplifies added-value approach
                                                                                    • Figure 36: Sainsbury’s and Tesco own-label household care launches with advanced features, 2018
                                                                                • The Consumer – What You Need to Know

                                                                                  • Majority of consumers are engaged with buying process
                                                                                    • Added-value products tend to be brand-dominated
                                                                                      • People buying more own-label products
                                                                                        • Supermarket retailers dominate
                                                                                          • Quality difference too much for some
                                                                                            • Perception of quality is improving
                                                                                            • Responsibility for Buying

                                                                                              • Majority of consumers are engaged with buying process
                                                                                                • Figure 37: Responsibility for buying household care products, July 2018
                                                                                              • Younger consumers have less of a gender bias
                                                                                                • Figure 38: Responsibility for buying household care products, by age and gender, July 2018
                                                                                            • Purchase of Own-Label and Branded Products

                                                                                              • Added-value products tend to be brand-dominated
                                                                                                • Figure 39: Types of household care products chosen most often, July 2018
                                                                                              • Air care gives hope for added-value own-label future
                                                                                                • Few rely solely on one type of product
                                                                                                  • Figure 40: Repertoire of branded and own-label products chosen most often, July 2018
                                                                                              • Change in Purchase of Own-Label Products

                                                                                                • People buying more own-label
                                                                                                  • Figure 41: Change in the number of own-label household care products bought, July 2018
                                                                                                • Higher income buyers most likely to be buying more
                                                                                                  • Figure 42: Proportion buying more own-label household care products compared to 12 months ago, by household income, July 2018
                                                                                                • Aldi and Lidl influential in the increase
                                                                                                • Retailers Used to Buy Household Care Products

                                                                                                  • Supermarket retailers dominate
                                                                                                    • Figure 43: Retailers used to buy household care products, July 2018
                                                                                                  • Asda and discounters favoured by the price-focused
                                                                                                    • Figure 44: Selected retailers used to buy household care products, by financial situation, July 2018
                                                                                                  • Supermarkets most likely to be relied upon
                                                                                                    • Figure 45: Repertoire of retailers used to buy household care products, July 2018
                                                                                                • Barriers to Buying Own-Label

                                                                                                  • Quality difference too much for some
                                                                                                    • Figure 46: Barriers to buying own-label household care products, July 2018
                                                                                                  • Getting out of the brands habit
                                                                                                    • Opportunity for added transparency
                                                                                                      • 16-34s most likely to have barriers
                                                                                                        • Figure 47: Repertoire of barriers to buying own-label household care products, by age, July 2018
                                                                                                    • Attitudes towards Own-Label Products

                                                                                                      • Perception of quality is improving
                                                                                                        • Figure 48: Attitudes towards own-label household care products, July 2018
                                                                                                      • Expectation rises as perceived quality does
                                                                                                        • Discounting rewards deal-hunting shoppers
                                                                                                          • 16-34s may provide hope for the future
                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                              • Abbreviations
                                                                                                                • Consumer research methodology
                                                                                                                  • Forecast methodology

                                                                                                                  The Private Label Household Care Consumer - UK - October 2018

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