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UK Toilet and Hard Surface Care Market Report

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 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

This report examines the following markets:

  • Multipurpose cleaners, including antibacterial cleaners
  • Kitchen cleaners
  • Floor cleaners
  • Bathroom cleaners
  • Shower cleaners

These products come in a number of formats, including sprays, mousses, creams, foams and disposable wipes. This report also examines the following product categories in regard to keeping toilets clean and fresh:

  • Toilet cleaners, including liquids/gels and flushable toilet wipes
  • In-bowl rim blocks and liquids/gels
  • In-cistern blocks
  • Implements, including disposable brushes and refills
  • Bleaches, including thick and thin liquid bleaches and bleach sprays
  • Disinfectants, including disinfectant liquids and sprays, and antiseptic disinfectant

Expert analysis from a specialist in the field

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

Consumers are showing an increasing interest in eco-friendly cleaning, and brands are responding to that in their product ranges. However, there is still room for development in this area, particularly as eco-friendly packaging looks set to become a condition of purchase rather than simply a demand. Brands introducing a premium element to their products have also seen success, suggesting that there is still room to target those who want superior products Hera Crossan
Household Care Analyst

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Table of contents

  1. Overview

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

          • The market
            • Fifth year of declining market size
              • Figure 1: Best- and worst-case forecast of UK retail value sales of toilet and hard surface care products, 2013-23
            • Companies and brands
              • Zoflora on the charge in disinfectants
                • Figure 2: Retail value sales of disinfectants, % share by brand, year ending January 2019
              • Own-label takes leadership from Domestos
                • Figure 3: Retail value sales of bleaches, % share by brand, year ending January 2019
              • Ecover bucks declining trend
                • Figure 4: Retail value sales of toilet cleaning and care products, % share by brand, year ending January 2019
              • Multipurpose cleaners see eco-driven rise
                • Figure 5: Retail value sales of multipurpose hard surface cleaning products, % share by brand, year ending January 2019
              • Method the big winner in bath & shower
                • Figure 6: Retail value sales of bath and shower cleaning products, % share by brand, year ending January 2019
              • The consumer
                • Traditional gender roles remain
                  • Figure 7: Cleaning responsibility, by gender, April 2019
                • Women also more likely to control purchases
                  • Figure 8: Buying responsibility, by gender, April 2019
                • Bleach remains most popular
                  • Figure 9: Usage of toilet care and cleaning products, December 2017 vs April 2019
                • Hard surface cleaners embrace multipurpose
                  • Figure 10: Usage of types of hard surface cleaning products, December 2017 vs April 2019
                • Younger consumers seek convenience in formats
                  • Figure 11: Usage of types of hard surface cleaning products, December 2017 vs April 2019
                • Consumer confidence in multipurpose damages specialists
                  • Figure 12: Use of cleaning products by surface type, April 2019
                • Reduced, recycled packaging is becoming a condition of purchase
                  • Figure 13: Environmental behaviours around cleaning products, April 2019
                • Consumers seek multipurpose for convenience
                  • Figure 14: Attitudes towards toilet and hard surface care, April 2019
                • What we think
                • Issues and Insights

                  • Sustainable packaging on the rise as consumers look to reuse and refill
                    • The facts
                      • The implications
                        • Differentiating eco-friendly brands from eco-friendly products
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Fifth year of declining market size
                                • Toilet care leading the decline
                                  • Discounters the bright spot
                                    • One-person households disengaged with cleaning
                                      • Differentiation can mitigate impact of discounting
                                        • Cleaning influencers prove their value
                                        • Market Size and Forecast

                                          • Fifth year of declining market size
                                            • Figure 15: UK retail value sales of toilet and hard surface care products, at current and constant prices, 2013-23
                                          • Market appears to be approaching bottom
                                            • Figure 16: Best- and worst-case forecast of UK retail value sales of toilet and hard surface care products, 2013-23
                                          • Forecast methodology
                                          • Market Segmentation

                                            • Toilet care leading the decline
                                              • Bleach category stable
                                                • Figure 17: UK retail value sales of toilet and hard surface care products, 2017-18
                                              • Zoflora drives disinfectant growth
                                                • Hard surface care category remains flat
                                                • Channels to Market

                                                  • Discounters the bright spot
                                                    • Direct-to-consumer models offer potential for online sales
                                                      • Figure 18: UK retail value sales of toilet care products, bleaches, disinfectants, and hard surface cleaners*, by outlet type, 2017-18
                                                  • Market Drivers

                                                    • Cleaning technology opportunities for an ageing population
                                                      • Figure 19: Trends in the age structure of the UK population, 2013-23
                                                    • One-person households disengaged with cleaning
                                                      • Figure 20: UK households, by size, 2013-23
                                                    • Online retail and sustainability could drive market more in the future
                                                      • Figure 21: Loop reusable shopping service, 2019
                                                    • Differentiation could mitigate impact of discounting
                                                      • Figure 22: Type of store where the most money is spent in a typical month, September 2016, September 2017 and August 2018
                                                    • Cleaning influencers prove their value
                                                      • Figure 23: Mrs Hinch, the cleaning influencer, 2019
                                                  • Companies and Brands – What You Need to Know

                                                    • Zoflora on the charge in disinfectants
                                                      • Multipurpose cleaners see eco-driven rise
                                                        • Toilet cleaners expand scent ranges
                                                          • Scent also a key driver in hard surface NPD
                                                            • Major cuts in adspend by key players
                                                              • Method the cult favourite
                                                              • Market Share

                                                                • Toilet cleaning and care
                                                                  • Zoflora on the charge in disinfectants
                                                                    • Figure 24: Retail value sales of disinfectants, by brand, years ending January, 2017-19
                                                                  • Own-label takes leadership from Domestos
                                                                    • Figure 25: Retail value sales of bleaches, by brand, years ending January, 2017-19
                                                                  • Ecover bucks declining trend
                                                                    • Figure 26: Retail value sales of toilet cleaning and care products, years ending January, 2017-19
                                                                  • Hard surface care
                                                                    • Multipurpose cleaners see eco-driven rise
                                                                      • Figure 27: Retail value sales of multipurpose hard surface cleaning products, by brand, years ending January, 2017-19
                                                                    • Method the big winner in bath & shower
                                                                      • Figure 28: Retail value sales of bath and shower cleaning products, by brand, years ending January, 2017-19
                                                                  • Launch Activity and Innovation – Toilet Care

                                                                    • NPD reaches lowest level in three years
                                                                      • Figure 29: New product development in the UK toilet care market, by product segment, January 2016-March 2019
                                                                    • Toilet cleaners expand scent ranges
                                                                      • Figure 30: Examples of toilet bowl cleaner launches, 2018
                                                                      • Figure 31: Zoflora range, 2019
                                                                      • Figure 32: New product launch examples of toilet bowl cleaners, 2018
                                                                    • Relaunches represent a greater share of NPD
                                                                      • Figure 33: New product development in the UK toilet care market*, by launch type, January 2016-March 2019
                                                                    • Fragmented segment sees broad spread of NPD
                                                                      • Figure 34: New product development in the UK toilet care market*, by top 10 ultimate companies and other, 2018
                                                                      • Figure 35: Examples of toilet care product launches from top 4 ultimate companies, 2018
                                                                    • Eco trend reaches own-label brands
                                                                      • Figure 36: New product development in the UK toilet care market*, branded vs own-label, January 2016-March 2019
                                                                      • Figure 37: Examples of own-label toilet care product launches, 2018
                                                                    • Ethical claims on the rise
                                                                      • Figure 38: Top 10 claims in the UK toilet care market* (based on leading claims for 2018), 2017 and 2018
                                                                      • Figure 39: Examples of toilet care product carrying ethical claims, 2018
                                                                    • DS3 offers a window into low-water future
                                                                      • Figure 40: DS3 toilet cleaner ‘swatch’, 2019
                                                                  • Launch Activity and Innovation – Hard Surface Care

                                                                    • Overall NPD falls
                                                                      • Figure 41: New product development in the UK hard surface care market, by product segment, January 2016-March 2019
                                                                    • NPD by manufacturer spread evenly
                                                                      • Figure 42: New product development in the UK hard surface care market, by ultimate company, 2018
                                                                    • P&G targets premium pricing with Flash Ultra Power
                                                                      • Figure 43: Examples of hard surface care product launches from top 4 ultimate companies, 2018
                                                                    • Branded vs own-label remains stable
                                                                      • Figure 44: New product development in the UK hard surface care market, branded vs own-label, January 2016-March 2019
                                                                      • Figure 45: Examples of own-label hard surface care product, relaunch and new variety extensions, 2018
                                                                    • Ethical claims rise
                                                                      • Figure 46: Top 10 claims in the UK hard surface care market (based on leading claims for 2018), 2017 and 2018
                                                                      • Figure 47: Examples of product launches with toxins-free claim, 2018
                                                                    • Scent a key driver in hard surface NPD
                                                                      • Figure 48: New product development in the UK hard surface care market, by launch type, January 2016-March 2019
                                                                      • Figure 49: Examples of hard surface care new variety launches, 2018
                                                                    • Eco-friendly challenger brands entering the market
                                                                      • Figure 50: Examples of eco-friendly new product launches, 2018
                                                                      • Figure 51: Alkimi launch, July 2018
                                                                      • Figure 52: Love Home & Planet multipurpose cleaner range, 2019
                                                                      • Figure 53: Yope multipurpose cleaner varieties, 2019
                                                                    • Differentiation may offer growth opportunities
                                                                      • Figure 54: The Laundress cleaning products, 2019
                                                                      • Figure 55: Society product range, 2019
                                                                  • Advertising and Marketing Activity

                                                                    • Toilet cleaning and care
                                                                      • Overall adspend falls
                                                                        • Figure 56: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning and care products, by segment, January 2016-March 2019
                                                                      • Major cuts in adspend by key players
                                                                        • Figure 57: Recorded above-the-line, online display and direct mail total advertising expenditure on toilet cleaning and care products*, by leading companies (based on 2018), January 2016-March 2019
                                                                      • Toilet care brands lean into CSR
                                                                        • Figure 58: Harpic’s More than a toilet campaign, October 2018
                                                                        • Figure 59: Domestos supports UNICEF, October 2018
                                                                      • Hard surface care
                                                                        • Adspend holding steadier than toilet care
                                                                          • Figure 60: Total above-the line, online display and direct mail advertising expenditure on hard surface care products, by segment, January 2016-March 2019
                                                                        • Reckitt Benckiser increases adspend
                                                                          • Figure 61: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface care products, by leading companies (based on 2018), January 2016-March 2019
                                                                          • Figure 62: Dettol TV advert, 2018
                                                                        • Social media playing a role in advertising for cleaning brands
                                                                          • Figure 63: Method’s #LookGoodDoBetter campaign, 2018
                                                                          • Figure 64: Zoflora seeking bloggers, January 2019
                                                                        • Nielsen Ad Intel coverage
                                                                        • Brand Research

                                                                            • Brand map
                                                                              • Figure 65: Attitudes towards and usage of selected brands, January 2019
                                                                            • Key brand metrics
                                                                              • Figure 66: Key metrics for selected brands, January 2019
                                                                            • Harpic and Cif both seen as trusted brands
                                                                              • Figure 67: Attitudes, by brand, January 2019
                                                                            • Method recognised for ethical credentials
                                                                              • Figure 68: Brand personality – macro image, January 2019
                                                                            • Cillit Bang seen as high-performance
                                                                              • Figure 69: Brand personality – micro image, January 2019
                                                                            • Brand analysis
                                                                              • Harpic is well known but lacks differentiation
                                                                                • Figure 70: User profile of Harpic, January 2019
                                                                              • Cif is a market leader
                                                                                • Figure 71: User profile of Cif, January 2019
                                                                              • Cillit Bang is the most differentiated
                                                                                • Figure 72: User profile of Cillit Bang, January 2019
                                                                              • Method is a cult favourite
                                                                                • Figure 73: User profile of Method, January 2019
                                                                              • Stardrops – helped by Mrs Hinch
                                                                                • Figure 74: User profile of Stardrops, January 2019
                                                                            • The Consumer – What You Need to Know

                                                                              • Traditional gender roles remain
                                                                                • Bleach remains most popular product for cleaning the toilet
                                                                                  • Hard surface cleaners embrace multipurpose
                                                                                    • Consumer confidence in multipurpose damages specialists
                                                                                      • Reduced, recycled packaging is becoming a condition of purchase
                                                                                        • Consumers seek multipurpose for convenience
                                                                                        • Cleaning and Buying Responsibility

                                                                                          • Traditional gender roles remain
                                                                                            • Figure 75: Cleaning responsibility, by gender, April 2019
                                                                                          • Women also more likely to control purchases
                                                                                            • Figure 76: Buying responsibility, by gender, April 2019
                                                                                        • Usage of Toilet Care and Cleaning Products

                                                                                          • Bleach remains most popular
                                                                                            • Figure 77: Usage of toilet care and cleaning products, December 2017 vs April 2019
                                                                                        • Usage of Hard Surface Cleaning Products

                                                                                          • Hard surface cleaners embrace multipurpose
                                                                                            • Proportion of disinfectant users stays flat despite value sales increase
                                                                                              • Figure 78: Usage of hard surface cleaning products, December 2017 vs April 2019
                                                                                            • Younger consumers seek extra convenience
                                                                                              • Figure 79: Usage of hard surface cleaning product formats, December 2017 vs April 2019
                                                                                          • Most Suitable Cleaner for Different Surface Types

                                                                                            • Consumer confidence in multipurpose damages specialists
                                                                                              • Figure 80: Most suitable cleaner for different surface types, April 2019
                                                                                          • Environmental Behaviours around Cleaning Products

                                                                                            • Reduced, recycled packaging is becoming a condition of purchase
                                                                                              • Figure 81: Environmental behaviours around cleaning products, April 2019
                                                                                            • Opportunity for refills
                                                                                              • Popularity of eco-labels means eco brands must show their beliefs
                                                                                                • Kitchen cupboard cleaning may pose a threat
                                                                                                  • Figure 82: Instagram post recommending bicarbonate of soda and white wine vinegar for cleaning the oven, April 2019
                                                                                                • Probiotics offer opportunity
                                                                                                • Attitudes towards Toilet and Hard Surface Care

                                                                                                  • Consumers seek multipurpose for convenience
                                                                                                    • Figure 83: Attitudes towards toilet and hard surface care, April 2019
                                                                                                  • Bleach popularity driven by need for frequent toilet cleaning
                                                                                                    • Own-label hard to separate from branded
                                                                                                      • Influencers yet to go fully mainstream
                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Abbreviations
                                                                                                            • Consumer research methodology
                                                                                                              • Forecast methodology
                                                                                                              • Appendix – The Market

                                                                                                                  • Figure 84: Best- and worst-case forecast of UK retail value sales of toilet cleaning and care products, 2013-23
                                                                                                                  • Figure 85: Best- and worst-case forecast of UK retail value sales of hard surface cleaning and care products, 2013-23
                                                                                                              • Appendix – Companies and Brands

                                                                                                                  • Figure 86: Recorded above-the-line, online display and direct mail total advertising expenditure on toilet cleaning and care products*, by media type, January 2016-March 2019
                                                                                                                  • Figure 87: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface care products, by media type, January 2016-March 2019