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UK Household Cleaning Equipment Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Household Cleaning Equipment market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Products covered in this Report

The Report examines the retail market for household cleaning equipment, including the following product categories:

  • Cleaning cloths, sponges and wipes
  • Scouring products, including washing-up tools
  • Gloves, including household, disposable and tough gloves
  • Dusters, including dusting sticks, traditional, microfibre and disposable dusters
  • Floor cleaning, including mops, floor kits (including refills), buckets/wringers, brooms, scrubbing brushes, and dustpan and brushes.

This market definition excludes disposable wipes and antibacterial cleaning wipes, which are covered in Mintel’s Hard Surface Cleaning and Care – UK, April 2017 Report. In addition, whilst this Report makes references to attitudes towards and usage of electrical floor cleaning equipment (such as vacuum cleaners and steam cleaners), these are not included in the market sizing information.

Expert analysis from a specialist in the field

Written by richard-hopping, a leading analyst in the Household sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The continued development of more functional kitchen rolls is a threat to household essentials like cloths and sponges. Adding extra benefits, such as antibacterial properties or the ability to use without chemical detergents, as well as replicating the convenience of kitchen rolls, is likely to be key to the success of household cleaning equipment specialists. Richard Hopping
Household and Brand Analyst

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Table of contents

  1. Overview

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

          • The market
            • Value sales increase slightly for first time in five years
              • Figure 1: Best- and worst-case forecast of UK value sales of household cleaning equipment*, 2012-22
            • Companies and brands
              • Brands with marketing presence see sales uplift
                • Figure 2: Brand shares in value sales of household cleaning equipment, year ending October 2017
              • Total launches increase on 2016, but brand new products fall
                • Figure 3: Launches of household cleaning equipment, by launch type, 2014-17
              • Adspend increases in 2017
                • Figure 4: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, 2014-17
              • The consumer
                • The kitchen drives usage of cleaning products
                  • Figure 5: Any usage of household cleaning products in the home, by gender, November 2017
                • Frequent replacement of cleaning products
                  • Figure 6: Types of retailer used for purchasing household cleaning products, November 2017
                • Vacuums almost universal
                  • Figure 7: Usage of floor cleaning equipment, November 2017
                • Delivery and range benefit online-only retailers
                  • Figure 8: Types of retailer used for purchasing floor cleaning equipment, November 2017
                • Opportunity to promote chemical-free products
                  • Figure 9: Attitudes towards cleaning the house, November 2017
                • Kitchen roll is a major issue for cleaning equipment brands
                  • Figure 10: Household cleaning behaviours, November 2017
                • What we think
                • Issues and Insights

                  • Robotics can be the future
                    • The facts
                      • The implications
                        • Water-only products to grow in prominence
                          • The facts
                            • The implications
                              • The impact of natural cleaning products
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Value sales increase slightly for first time in five years
                                      • Value sales of scouring and floor cleaning products have increased
                                        • Majority of sales through grocery multiples
                                          • Amazon Prime proving attractive to parents
                                            • The kitchen receives most frequent cleaning attention
                                              • Population and household growth will boost opportunities
                                              • Market Size and Forecast

                                                • Value sales increase slightly for first time in five years
                                                  • Figure 11: UK retail value sales for household cleaning equipment*, at current and constant prices, 2012-22
                                                • Slow growth expected to continue
                                                  • Figure 12: Best- and worst-case forecast of UK value sales of household cleaning equipment*, 2012-22
                                                • Forecast methodology
                                                • Market Segmentation

                                                  • Scouring products experience increase in value sales
                                                    • Figure 13: UK retail value sales of household cleaning equipment*, by segment, 2015-17
                                                  • Value-added products can help boost spend
                                                    • Figure 14: Examples of scouring products with non-scratch claims, 2016-17
                                                  • Adspend boosts floor cleaning value sales
                                                    • Functionality and versatility of kitchen roll dents cloths and sponges segment
                                                      • Enticing consumers back to reusable cloths and sponges
                                                        • Gloves segment takes a tumble
                                                          • Figure 15: Leading claims on hand dishwashing product launches, by top claims for 2017, 2016-17
                                                        • Growth in eco-friendly detergents will continue to affect glove sales
                                                          • Dusters and dusting sticks
                                                          • Channels to Market

                                                            • Majority of sales through grocery multiples
                                                              • Figure 16: Retail value sales of household cleaning equipment, by outlet type, 2015-17
                                                            • Discount/pound stores growing in influence
                                                              • Amazon Prime proving attractive to parents
                                                              • Market Drivers

                                                                • The kitchen receives most frequent attention
                                                                  • Figure 17: Frequency of cleaning tasks, August 2017
                                                                • Parents likely to clean the house for longer
                                                                  • Figure 18: Time spent personally cleaning the home in a typical week, by parents of under-18s and other, August 2017
                                                                • Older generations drive growing population
                                                                  • Figure 19: Trends in the age structure of the UK population, 2012-22
                                                                • Potential to tailor launches to the aging population
                                                                  • Desire to rid homes of germs presents opportunity
                                                                    • Figure 20: Attitudes towards germs, August 2017
                                                                  • Changing attitudes towards germs may shift cleaning habits
                                                                    • Households becoming smaller
                                                                      • Figure 21: UK households, by size, 2012-22
                                                                    • Financial sentiment impacts on shopping for household equipment
                                                                      • Figure 22: Trends in consumer sentiment for the coming year, January 2009-December 2017
                                                                    • Concerns over chemicals driving natural product usage
                                                                      • Cleaning as a wellness trend
                                                                      • Companies and Brands – What You Need to Know

                                                                        • Brands with marketing presence see sales uplift
                                                                          • Market leader Spontex declines as own-label rises
                                                                            • Total launches increase on 2016
                                                                              • Adspend increases in 2017
                                                                              • Market Share

                                                                                • Vileda sees value sales increase
                                                                                  • Market leader Spontex declines as own-label rises
                                                                                    • Figure 23: Brand shares in value sales of household cleaning equipment, years ending October, 2016 and 2017
                                                                                • Launch Activity and Innovation

                                                                                  • Total launches increase on 2016
                                                                                    • Figure 24: Launches of household cleaning equipment, by launch type, 2014-17
                                                                                  • Proportion of new products declines
                                                                                    • Figure 25: Examples of new products launches in the household cleaning equipment category, 2017
                                                                                  • Brands revamp lines with new names and improved products
                                                                                    • Figure 26: Examples of relaunches in the household cleaning equipment category, 2017
                                                                                  • Convenience claims grow
                                                                                    • Figure 27: Leading claims on household cleaning product launches, by top claims for 2017, 2016-17
                                                                                  • Microfibre cloths stress chemical-free cleaning
                                                                                    • Figure 28: Examples of household cleaning equipment launches with ease of use claims, 2017
                                                                                  • Consumer concerns about germs drives antibacterial boost
                                                                                    • Figure 29: Examples of household cleaning equipment launches with antibacterial claims, 2017
                                                                                  • Ethical claims rise, economy and refills fall
                                                                                    • Brands drive NPD but sales do not follow
                                                                                      • Figure 30: Launches of household cleaning equipment, by own-label vs branded, 2014-17
                                                                                      • Figure 31: Examples of own-label household cleaning equipment launches, 2017
                                                                                    • Newell Brands and Freudenberg most active companies
                                                                                      • Figure 32: Launches of household cleaning equipment, % share by ultimate parent company (top seven and others), 2017
                                                                                    • Floor cleaning launches encourage spend in the segment
                                                                                      • Figure 33: Vileda SuperMocio 3 Action XL Mop, March 2017
                                                                                    • More accessible robotics
                                                                                      • Figure 34: The Vileda VR101 robot vacuum cleaner, July 2017
                                                                                  • Advertising and Marketing Activity

                                                                                    • Adspend increases in 2017
                                                                                      • Figure 35: Total above-the-line, online display and direct mail advertising expenditure on household cleaning equipment*, 2014-17
                                                                                    • Few companies advertise through traditional media
                                                                                      • Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on household cleaning equipment*, by top advertisers for 2017, 2015-17
                                                                                    • Half of recorded spend on Kärcher Window Vac
                                                                                      • Figure 37: Karcher Windows Vac advert, October 2017
                                                                                      • Figure 38: Share of highest recorded adspend for individual products in household cleaning equipment*, 2017
                                                                                    • TV dominates adspend on cleaning equipment
                                                                                      • Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on household cleaning equipment*, by media type, 2014-17
                                                                                    • Brands use on-pack promotions in lieu of above-the-line marketing
                                                                                      • Brands go social
                                                                                        • Figure 40: Dishmatic Pink Dishfriend naming competition, October 2017
                                                                                        • Figure 41: Minky prize draw competition, August 2017
                                                                                      • Nielsen Ad Intel coverage
                                                                                      • The Consumer – What You Need to Know

                                                                                        • The kitchen drives usage of cleaning products
                                                                                          • Replacement of cleaning products high
                                                                                            • Vacuums almost universal
                                                                                              • Delivery and range benefit online-only retailers
                                                                                                • Opportunity to promote chemical-free products
                                                                                                  • Kitchen roll is a major issue for cleaning equipment brands
                                                                                                  • Usage of Cleaning Products

                                                                                                    • Dishwashing drives consumer use of cleaning products
                                                                                                      • Figure 42: Any usage of household cleaning products in the home, by gender, November 2017
                                                                                                    • The kitchen drives usage
                                                                                                      • Figure 43: Usage of household cleaning products in different rooms of the house, November 2017
                                                                                                    • Versatility of microfibre is evident
                                                                                                      • Magic erasers have limited penetration
                                                                                                      • Retailers Used to Buy Cleaning Products

                                                                                                        • Replacement of cleaning products high
                                                                                                          • Figure 44: Types of retailer used for purchasing household cleaning products, November 2017
                                                                                                        • Parents seek out different stores
                                                                                                          • Figure 45: Types of retailer used for purchasing household cleaning products, by parent status, November 2017
                                                                                                        • Discount stores for the financially pressured
                                                                                                          • Figure 46: Usage of discounters for purchasing household cleaning products, by financial situation, November 2017
                                                                                                      • Usage of Floor Cleaning Equipment

                                                                                                        • Vacuums almost universal
                                                                                                          • Figure 47: Usage of vacuum cleaners, November 2017
                                                                                                        • Cordless more popular among higher earners
                                                                                                          • Figure 48: Usage of cordless vacuum cleaners, by annual household income, November 2017
                                                                                                        • Use of robotics limited
                                                                                                          • Figure 49: Usage of mops, November 2017
                                                                                                        • Mops less common than vacuums
                                                                                                          • Steam cleaners challenge traditional mops
                                                                                                            • Figure 50: Usage of other floor cleaning equipment, November 2017
                                                                                                        • Retailers Used to Buy Floor Cleaning Equipment

                                                                                                          • Delivery and range benefit online-only retailers
                                                                                                            • Figure 51: Types of retailer used for purchasing floor cleaning equipment, November 2017
                                                                                                          • Parents more likely to have bought
                                                                                                          • Attitudes towards Household Cleaning

                                                                                                            • Opportunity to promote chemical-free products
                                                                                                              • Figure 52: Attitudes towards cleaning the house, November 2017
                                                                                                            • Concerns over germs drives opportunity
                                                                                                              • Younger groups looking for ways to cut down on effort
                                                                                                                • Figure 53: Attitudes towards cleaning the house – Agree responses only, by age, November 2017
                                                                                                            • Household Cleaning Behaviours

                                                                                                              • Kitchen roll is a major threat for cleaning equipment brands
                                                                                                                • Figure 54: Household cleaning behaviours, November 2017
                                                                                                              • How can brands replicate the convenience of kitchen roll?
                                                                                                                • A lack of experience drives younger behaviour
                                                                                                                  • Figure 55: Household cleaning behaviours – Yes responses only, by age, November 2017
                                                                                                                • Urban landscapes likely to influence future purchase
                                                                                                                  • Figure 56: Household storage struggles – Yes responses, by location, November 2017
                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                  • Abbreviations
                                                                                                                    • Consumer research methodology
                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                      • Forecast methodology