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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Toilet and Hard Surface Care - UK 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? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

After five years of decline, the toilet and hard surface care market has seen a change of direction – albeit small – with an estimated increase in value sales of 0.7% to £550 million in 2019, up from £546 million in 2018. The rise in value sales has principally been driven by the toilet care segment, in particular by disinfectants and rim block toilet cleaners.


Although the sector remains price-driven, consumers pay particular attention to product quality, suggesting that toilet and hard surface care products that lack cleaning efficacy will not resonate among savvy consumers – proving efficacy should therefore play an important role in communication strategies. In line with growing demand for cleaners that have a minimal impact on the environment, consumers are also looking for brands to reduce their quantity of packaging material, and for products that help them to be more water efficient.

Expert analysis from a specialist in the field

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

As much as the category remains price-driven, savvy consumers are not willing to compromise on product quality, indicating that cleaning efficacy is an essential purchase driver and should be targeted in marketing communication. However, it is crucial that manufacturers also take environmental sentiments into consideration, which should represent inspirational input for future launches in the category Emilia Tognacchini
Household Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The market
            • Market points towards a prosperous future
              • Figure 1: Best- and worst-case scenario forecast of UK retail value sales of toilet and hard surface care products, 2014-24
            • Companies and brands
              • Zoflora leads overall increase
                • Figure 2: Brand shares in value sales of disinfectants, year ending December 2019
              • Bleaches continue to fall
                • Figure 3: Brand shares in value sales of bleaches, year ending December 2019
              • Bloo increases its value sales
                • Figure 4: Brand shares in value sales of toilet cleaning and care products, year ending December 2019
              • Method focuses on multipurpose cleaners
                • Figure 5: Brand shares in multipurpose hard surface cleaning products, year ending December 2019
              • Specialised cleaners see further decline
                • Figure 6: Brand shares in value sales of bath and shower cleaning products, year ending December 2019
              • The consumer
                • Sharing cleaning responsibilities is on the increase
                  • Figure 7: Cleaning responsibilities, by gender, December 2019
                • More women in charge of toilet and hard surface care shopping
                  • Figure 8: Buying responsibilities, by gender, December 2019
                • Kitchen surfaces require the greatest cleaning effort
                  • Figure 9: Cleaning frequency, by hard surface, December 2019
                • Limescale removers solve the hard water issue
                  • Figure 10: Usage of toilet care and cleaning products, April 2019 VS December 2019
                • Trigger spray remains the most popular choice
                  • Figure 11: Usage of hard surface cleaning products, April 2019 VS December 2019
                • Price and product quality drive purchasing choices
                  • Figure 12: Purchase drivers in the UK toilet and hard surface care category, December 2019
                • Reduced packaging material can attract consumers
                  • Figure 13: Behaviours towards toilet and hard surface care products, December 2019
                • Smart dispensers to prevent over-dosing of cleaning formulas
                  • Figure 14: Attitudes towards toilet and hard surface care products, December 2019
                • What we think
                • Issues and Insights

                  • Water scarcity to lead innovation in toilet and hard surface care
                    • The facts
                      • The implications
                        • In-store refilling stations can boost zero-waste shopping
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • The toilet and hard surface care market starts growing again
                                • Toilet care responsible for rising sales
                                  • Working from home on the increase
                                    • Water scarcity is a rising concern
                                      • Refill initiatives boost sustainability
                                        • Zero-waste shopping is gaining popularity
                                        • Market Size and Forecast

                                          • The toilet and hard surface care market starts growing again
                                            • Figure 15: UK retail value sales of toilet and hard surface care products, at current and constant prices, 2014-24
                                          • Market points towards a prosperous future
                                            • Figure 16: Best- and worst-case scenario forecast of UK retail value sales of toilet and hard surface care products, 2014-24
                                          • Forecast methodology
                                          • Market Segmentation

                                            • Toilet care’s value sales on the increase
                                              • Figure 17: UK retail value sales of toilet and hard surface care products, 2017-19
                                            • Disinfecting the toilet remains a top priority
                                              • Rim block toilet cleaners increase value sales
                                                • Hard surface care category declines
                                                  • Multipurpose cleaners cannibalise specialised cleaners
                                                  • Channels to Market

                                                    • Prices favour supermarkets and discounters
                                                      • Figure 18: UK retail value sales of toilet care products, bleaches, disinfectants and hard surface care cleaners*, by outlet type, 2017-19
                                                    • Online delivery services become more sophisticated
                                                    • Market Drivers

                                                      • Working from home is on the increase
                                                        • Figure 19: Increase in at-home workers and people who work in different places with home as a base, Oct-Dec 2008 – Oct-Dec 2018
                                                        • Figure 20: Bon Voyage by W5 Multi-surface cleaning wipes, Lidl, 2016
                                                      • More people cooking from scratch
                                                        • Figure 21: Percentage of people who cook meals from scratch, November 2016 - November 2019
                                                      • Water scarcity is a rising concern
                                                          • Figure 22: Unilever, Domestos Flush Less toilet spray, South Africa, January 2019
                                                          • Figure 23: Reckitt Benckiser’s #FinishWaterWaste campaign, 2019
                                                        • Refill initiatives boost sustainability
                                                          • Figure 24: New dettol and Cif launches carrying the refill/refillable claim, 2019
                                                        • Zero-waste shopping is gaining popularity
                                                          • Figure 25: Ecover #Refillution project, 2019
                                                        • Consumers worry about their health when using cleaning products
                                                          • The COVID-19 outbreak will change habits for the foreseeable future
                                                          • Companies and Brands – What You Need to Know

                                                            • Zoflora leads overall increase
                                                              • Method focuses on multipurpose cleaners
                                                                • Shy increase in new product launches in toilet care segment
                                                                  • Overall launch activity rises in hard surface care
                                                                    • Adspend focuses on bleach & disinfectants
                                                                      • Alkimi creates a higher proportion of favouritism
                                                                      • Market Share

                                                                        • Toilet cleaning and care
                                                                          • Zoflora leads overall increase
                                                                            • Figure 26: Retail value sales of disinfectants, by brand, years ending December, 2017-19
                                                                          • Bleaches continue to fall
                                                                            • Figure 27: Retail value sales of bleaches, by brand, years ending December, 2017-19
                                                                          • Bloo increases its value sales
                                                                            • Figure 28: Retail value sales of toilet care and cleaning products, by brand, years ending December, 2017-19
                                                                          • Hard surface care
                                                                            • Method focuses on multipurpose cleaners
                                                                              • Figure 29: Retail value sales of multipurpose hard surface cleaning products, by brand, years ending December, 2017-19
                                                                            • Specialised cleaners see further decline
                                                                              • Figure 30: Retail value sales of bath and shower cleaning products, by brand, years ending December, 2017-19
                                                                          • Launch Activity and Innovation – Toilet Care

                                                                            • Shy increase in new product launches
                                                                              • Figure 31: New product development in the UK toilet care market, by product segment, January 2016 - December 2019
                                                                            • New varieties increase share of NPD
                                                                              • Figure 32: New product development in the UK toilet care market*, by launch type, January 2016 - December 2019
                                                                            • Seasonal and limited-edition fragrances in toilet care
                                                                              • Figure 33: Examples of seasonal and/or limited-edition scented toilet care products, 2019
                                                                            • Henkel continues to prevail in terms of NPD
                                                                              • Figure 34: New product development in the UK toilet care market*, by top ultimate companies and other, 2019
                                                                            • Toilet rim blocks for all tastes
                                                                              • Figure 35: Examples of Bloo toilet (bowl) freshener launches, 2019
                                                                              • Figure 36: Examples of Domestos toilet (bowl) freshener launches, 2019
                                                                          • Launch Activity and Innovation – Hard Surface Care

                                                                            • Overall launch activity rises
                                                                              • Figure 37: New product development in the UK hard surface care market, by product segment, January 2016 - December 2019
                                                                            • New product launches remain stable
                                                                              • Figure 38: New product development in the UK hard surface market, by launch type, January 2016 - December 2019
                                                                            • Major companies dominate the hard surface care segment
                                                                              • Figure 39: New product development in the UK hard surface care market, by top ultimate companies and other, 2019
                                                                              • Figure 40: Examples of launches by four top companies of the hard surface care category, 2019
                                                                            • Veganism pervades the hard surface care category
                                                                              • Figure 41: Top 15 claims in the UK hard surface care market (based on leading claims for 2019), 2018 and 2019
                                                                              • Figure 42: Examples of hard surface care product launches carrying the vegan/free from animal ingredients claim, 2019
                                                                            • Biodegradability clarifies eco-friendly features
                                                                              • Figure 43: Examples of launches carrying the biodegradable claim, 2019
                                                                            • P&G launches longer-lasting antibacterial protection with Microban
                                                                            • Advertising and Marketing Activity

                                                                              • Toilet cleaning and care
                                                                                • Adspend focuses on bleach & disinfectants
                                                                                  • Figure 44: Total above-the-line, online display and direct mail advertising expenditure on toilet cleaning and care products, by segment, 2019
                                                                                  • Figure 45: Recorded above-the-line, online display and direct mail total advertising expenditure on toilet cleaning and care products*, by advertiser, 2019
                                                                                • Dettol commits to sustainability
                                                                                  • Figure 46: Dettol’s The Trigger Project advertising campaign, 2019
                                                                                • Hard surface care
                                                                                  • Advertising expenditure focuses on multipurpose and floor cleaners
                                                                                    • Figure 47: Total above-the-line, online display and direct mail advertising expenditure on hard surface care products, by segment, 2019
                                                                                  • Major companies cut back on adspend
                                                                                    • Figure 48: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface care products, by advertiser, 2019
                                                                                  • Dettol helps stop the spread of winter diseases
                                                                                    • Figure 49: Dettol advert, 2019
                                                                                  • Cillit Bang tackles limescale and water marks
                                                                                    • Figure 50: Cillit Bang limescale remover advert, 2019
                                                                                  • Method aims to challenge social stereotypes
                                                                                    • Figure 51: Method DragCleans campaign, 2019
                                                                                  • Nielsen Ad Intel coverage
                                                                                  • Brand Research

                                                                                      • Brand map
                                                                                        • Figure 52: Attitudes towards and usage of selected brands, January 2020
                                                                                      • Key brand metrics
                                                                                        • Figure 53: Key metrics for selected brands, January 2020
                                                                                      • Harpic inspires trust and good value, while Alkimi is seen as worth paying more for
                                                                                        • Figure 54: Attitudes, by brand, January 2020
                                                                                      • Seventh Generation features a strong ethical profile
                                                                                        • Figure 55: Brand personality – macro image, January 2020
                                                                                      • Alkimi and Seventh Generation are perceived as comforting and authentic
                                                                                        • Figure 56: Brand personality – micro image, January 2020
                                                                                      • Brand analysis
                                                                                        • Attitude is still little known, but highly recommended
                                                                                          • Figure 57: User profile of Attitude, January 2020
                                                                                        • Harpic appeals to variegated profiles of consumers
                                                                                          • Figure 58: User profile of Harpic, January 2020
                                                                                        • Seventh Generation is the ethical standout
                                                                                          • Figure 59: User profile of Seventh Generation, January 2020
                                                                                        • Alkimi creates a higher proportion of favouritism
                                                                                          • Figure 60: User profile of Alkimi, January 2020
                                                                                        • Frosch is perceived as basic and perfect for families
                                                                                          • Figure 61: User profile of Frosch, January 2020
                                                                                      • The Consumer – What You Need to Know

                                                                                        • Sharing cleaning responsibilities is on the increase
                                                                                          • Toilets need to look and smell clean as long as possible
                                                                                            • Limescale removers solve the hard water issue
                                                                                              • Trigger spray remains the most popular choice
                                                                                                • Price and product quality drive purchasing choices
                                                                                                  • Reduced packaging material can attract consumers
                                                                                                    • Smart dispensers to prevent over-dosing of cleaning formulas
                                                                                                    • Cleaning and Buying Responsibilities

                                                                                                      • Sharing cleaning responsibilities is on the increase
                                                                                                        • Figure 62: Cleaning responsibilities, by gender, December 2019
                                                                                                      • More women in charge of toilet and hard surface care shopping
                                                                                                        • Figure 63: Buying responsibilities, by gender, December 2019
                                                                                                      • Opportunities for male-targeted initiatives
                                                                                                      • Cleaning Frequency

                                                                                                        • Kitchen surfaces require the greatest cleaning effort
                                                                                                          • Figure 64: Cleaning frequency, by hard surface, December 2019
                                                                                                        • Toilets need to look and smell clean as long as possible
                                                                                                        • Usage of Toilet Care and Cleaning Products

                                                                                                          • Bleach combines convenience and cleaning efficacy
                                                                                                            • Figure 65: Usage of toilet care and cleaning products, April 2019 VS December 2019
                                                                                                          • Limescale removers solve the hard water issue
                                                                                                            • Figure 66: Examples of toilet care products with limescale removing action, 2019
                                                                                                          • Removing limescale needs to be safe and eco-friendly
                                                                                                            • Figure 67: Examples of toilet care products with limescale removing action not tested on animals, 2019
                                                                                                        • Usage of Hard Surface Cleaning Products

                                                                                                          • Trigger spray remains the most popular choice
                                                                                                            • Figure 68: Usage of hard surface cleaning products, April 2019 VS December 2019
                                                                                                          • Multipurpose cleaners remain popular…
                                                                                                            • Figure 69: Usage of hard surface cleaning formulas, April 2019 VS December 2019
                                                                                                          • …but younger consumers prefer bleach
                                                                                                            • Figure 70: Usage of selected hard surface cleaning formulas, by age, December 2019
                                                                                                        • Purchase Drivers

                                                                                                          • Price and product quality drive purchasing choices
                                                                                                            • Figure 71: Purchase drivers in the UK toilet and hard surface care category, December 2019
                                                                                                          • Women look for products that facilitate cleaning tasks
                                                                                                            • Figure 72: Purchase drivers in the UK toilet and hard surface care category, by gender, December 2019
                                                                                                            • Figure 73: Examples of toilet and hard surface care products carrying the easy-to-use claim, 2019
                                                                                                        • Behaviours around Toilet and Hard Surface Care Products

                                                                                                          • Reduced packaging material can attract consumers
                                                                                                            • Figure 74: Behaviours towards toilet and hard surface care products, December 2019
                                                                                                          • Younger consumers more likely to try new scents
                                                                                                            • Figure 75: Likeliness to try new scents of cleaning products, by age, December 2019
                                                                                                          • Changing fragrances to tackle over-cleaning
                                                                                                            • Consumers show interest towards waterless cleaning products…
                                                                                                              • Figure 76: Ajax Kitchen cleaner, Colgate-Palmolive, 2019
                                                                                                            • …but proving their efficacy is crucial
                                                                                                            • Attitudes towards Toilet and Hard Surface Care

                                                                                                              • Smart dispensers to prevent over-dosing of cleaning formulas
                                                                                                                • Figure 77: Attitudes towards toilet and hard surface care products, December 2019
                                                                                                              • Older consumers question wipes’ cleaning efficacy
                                                                                                                • Figure 78: Agreement with “Cleaning wipes are just as effective at cleaning as other formats”, by age, December 2019
                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                • Abbreviations
                                                                                                                  • Consumer research methodology
                                                                                                                  • Appendix – The Market

                                                                                                                      • Figure 79: Best- and worst-case forecast of UK retail value sales of toilet cleaning and care products, 2014-24
                                                                                                                      • Figure 80: Best- and worst-case forecast of UK retail value sales of hard surface cleaning and care products, 2014-24
                                                                                                                    • Forecast methodology

                                                                                                                    About the report

                                                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                    • The Consumer

                                                                                                                      What They Want. Why They Want It.

                                                                                                                    • The Competitors

                                                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                                                    • The Market

                                                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                    • The Innovations

                                                                                                                      New Ideas. New Products. New Potential.

                                                                                                                    • The Opportunities

                                                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                                                    • The Trends

                                                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                    Description