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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 Cleaning, Bleaches and Disinfectants market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Hera Crossan, 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.

The toilet and hard surface care markets are at a crossroads, with brands seeking to arrest a long-term decline in value sales. The rise of multipurpose cleaners may have actually been bad news for brands in the long run, with consumers seeing them as commoditised and interchangeable. However, eco-friendly products have shown fast growth, suggesting a future path to increased sales in the segment. Hera Crossan
Household Analyst

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?

This report discusses the following key topics:

Products 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

What you get

What's included

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Table of contents

  1. Overview

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

          • The market
            • Decline expected to continue
              • Figure 1: Best- and worst-case forecast of UK retail value sales of toilet and hard surface care products, 2012-22
            • Companies and brands
              • Zoflora disinfectant benefits from new scents
                • Figure 2: Retail value sales of disinfectants, % share by brand, year ending November 2017
              • Domestos loses market share in bleaches
                • Figure 3: Retail value sales of bleaches, % share by brand, year ending November 2017
              • Toilet cleaning brand Duck strengthens market lead
                • Figure 4: Retail value sales of toilet cleaning and care products, % share by brand, year ending November 2017
              • Method and own-label gain in multipurpose hard surface cleaning…
                • Figure 5: Retail value sales of multipurpose hard surface cleaning products, % share by brand, year ending November 2017
              • …and in bath and shower cleaners
                • Figure 6: Retail value sales of bath and shower cleaning products, % share by brand, year ending November 2017
              • The consumer
                • Women more responsible for cleaning and purchasing
                  • Figure 7: Responsibility of toilet and hard surface cleaning, by gender, December 2017
                  • Figure 8: Responsibility of purchasing toilet and hard surface cleaning products, by gender, December 2017
                • Kitchen surfaces most frequently cleaned
                  • Figure 9: Frequency of cleaning areas of the home, December 2017
                • Bleach most popular in toilet care
                  • Figure 10: Usage of toilet cleaning products, December 2017
                • Sprays lead in hard surface cleaning
                  • Figure 11: Usage of types of hard surface cleaning products, December 2017
                • Multipurpose cleaners dominate
                  • Figure 12: Usage of hard surface cleaning formulas, December 2017
                • Environmental and health concerns are high
                  • Figure 13: Behaviours around toilet and hard surface cleaning products, December 2017
                • Expensive to buy multiple products
                  • Figure 14: Attitudes towards toilet and hard surface cleaning and care, December 2017
                • What we think
                • Issues and Insights

                  • The rise of eco-cleaning
                    • The facts
                      • The implications
                      • The Market – What You Need to Know

                        • Market continues to decline
                          • Antibacterial multipurpose cleaners continue to grow in value
                            • Toilet care benefits from interest in dedicated products
                              • Ageing population is good news…
                                • …but decline in household size a challenge
                                  • Supermarket price wars continue
                                    • Eco-friendly trend
                                    • Market Size and Forecast

                                      • Market continues to decline
                                        • Figure 15: UK retail value sales of toilet and hard surface care products, at current and constant prices, 2012-22
                                      • Decline expected to continue
                                        • Figure 16: Best- and worst-case forecast of UK retail value sales of toilet and hard surface care products, 2012-22
                                      • Forecast methodology
                                      • Market Segmentation

                                        • Antibacterial multipurpose cleaners continue to grow in value
                                          • Figure 17: UK retail value sales of toilet and hard surface care products, 2016-17
                                        • Toilet care benefits from value growth of rim blocks
                                        • Channels to Market

                                          • Supermarkets dominate
                                            • Figure 18: UK retail value sales of toilet care products, bleaches, disinfectants, and hard surface cleaners*, by outlet type, 2016-17
                                        • Market Drivers

                                          • Ageing population is good news for cleaning brands…
                                            • Figure 19: Trends in the age structure of the UK population, 2012-22
                                          • …but decline in household size is a challenge
                                            • Figure 20: UK households, by size, 2012-22
                                          • Consumer financial confidence may dent sales
                                            • Figure 21: Trends in current financial situation compared a year ago, 2015-17
                                          • Supermarket price wars continue
                                            • Figure 22: Type of store where the most money is spent in a typical month, September 2016 and September 2017
                                          • Eco-friendly trend
                                            • Figure 23: Tesco Eco Active Toilet Cleaner, February 2018
                                          • No time for cleaning
                                            • Figure 24: Employment trends, by gender, 2012-22
                                        • Companies and Brands – What You Need to Know

                                          • Zoflora disinfectant benefits from new scents
                                            • Domestos loses market share in bleaches
                                              • Method and own-label brands gain in multipurpose and bath and shower
                                                • Toilet care NPD not driven by true innovation
                                                  • Major players dominate NPD in toilet care
                                                    • Hard surface care sees an eco-boost
                                                      • Unilever increases adspend share
                                                        • Dettol the most trusted brand
                                                          • Zoflora less known but rates highly on experience
                                                          • Market Share

                                                            • Toilet cleaning and care
                                                              • Zoflora disinfectant benefits from new scents
                                                                • Figure 25: Retail value sales of disinfectants, by brand, years ending November, 2016 and 2017
                                                              • Domestos loses market share in bleaches
                                                                • Figure 26: Retail value sales of bleaches, by brand, years ending November, 2016 and 2017
                                                              • Toilet cleaning brand Duck strengthens market lead
                                                                • Figure 27: Retail value sales of toilet cleaning and care products, by brand, years ending November, 2016 and 2017
                                                                • Figure 28: Ecover’s mission statement on ocean plastic, March 2018
                                                              • Hard surface care
                                                                • Method and own-label gain in multipurpose hard surface cleaning…
                                                                  • Figure 29: Retail value sales of multipurpose hard surface cleaning products, by brand, years ending November, 2016 and 2017
                                                                • …and in bath and shower cleaners
                                                                  • Figure 30: Retail value sales of bath and shower cleaning products, by brand, years ending November, 2016 and 2017
                                                              • Launch Activity and Innovation

                                                                • Toilet cleaning and care
                                                                  • Toilet care NPD rises…
                                                                    • Figure 31: New product development in the UK toilet care market, by product segment, 2014-17
                                                                    • Figure 32: Examples of toilet bowl cleaner and toilet bowl freshener NPD in the toilet care and cleaning products market, 2017
                                                                  • …but is not driven by true innovation
                                                                    • Figure 33: New product development in the UK toilet care market*, by launch type, 2014-17
                                                                    • Figure 34: Domestos relaunch, July 2017
                                                                    • Figure 35: Winter edition own-label bleaches, December 2017
                                                                    • Figure 36: Zoflora promotion at Poundworld, February 2018
                                                                  • Major players dominate launch activity
                                                                    • Figure 37: New product development in the UK toilet care market*, by top 9 ultimate companies and other, 2017
                                                                  • Brands increase share of toilet care NPD
                                                                    • Figure 38: New product development in the UK toilet care market*, branded vs own-label, 2014-17
                                                                    • Figure 39: Examples of own-label toilet care NPD, 2017
                                                                    • Figure 40: Examples of new varieties/range extensions under the Bloo and Harpic brands in the toilet care and cleaning products market, 2017
                                                                  • Eco-friendly products on the rise
                                                                    • Figure 41: Top 10 claims in the UK toilet care market* (based on leading claims for 2017), 2016 and 2017
                                                                  • Hard surface care
                                                                    • Hard surface care launch activity back in growth
                                                                      • Figure 42: New product development in the UK hard surface care market, by product segment, 2014-17
                                                                      • Figure 43: Examples of NPD in the hard surface care market, 2017
                                                                    • True innovation continues to decline
                                                                      • Figure 44: New product development in the UK hard surface care market, by launch type, 2014-17
                                                                      • Figure 45: Examples of new packaging in the hard surface cleaning products market, 2017
                                                                    • A more fragmented market
                                                                      • Figure 46: New product development in the UK hard surface care market, by ultimate company, 2017
                                                                    • Branded vs own-label share of launches stays consistent
                                                                      • Figure 47: New product development in the UK hard surface care market, branded vs own-label, 2014-17
                                                                      • Figure 48: Examples of own-label hard surface care NPD, 2017
                                                                    • Category sees an eco-boost
                                                                      • Figure 49: Top 10 claims in the UK hard surface care market (based on leading claims for 2017), 2016 and 2017
                                                                  • Advertising and Marketing Activity

                                                                    • Toilet cleaning and care
                                                                      • Advertising spend on toilet care continues to rise
                                                                        • Figure 50: Total above-the line, online display and direct mail advertising expenditure on toilet cleaning and care products, by segment, 2014-17
                                                                      • Unilever increases adspend share
                                                                        • Figure 51: Recorded above-the-line, online display and direct mail total advertising expenditure on toilet cleaning and care products*, by leading companies (based on 2017), 2014-17
                                                                      • TV dominates adspend
                                                                        • Figure 52: Recorded above-the-line, online display and direct mail total advertising expenditure on toilet cleaning and care products*, by media type, 2014-17
                                                                        • Figure 53: #EscapeWithZoflora, 2017
                                                                      • Hard surface care
                                                                        • Advertising spend slips further into decline
                                                                          • Figure 54: Total above-the line, online display and direct mail advertising expenditure on hard surface care products, by segment, 2014-17
                                                                        • Procter & Gamble takes adspend lead for hard surface care
                                                                          • Figure 55: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface care products, by leading companies (based on 2017), 2014-17
                                                                        • Digital adspend declines
                                                                          • Figure 56: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface care products, by media type, 2014-17
                                                                          • Figure 57: Dettol ‘Protect Like a Mother’ campaign, 2017
                                                                        • Nielsen Ad Intel coverage
                                                                        • Brand Research

                                                                            • Brand map
                                                                              • Figure 58: Attitudes towards and usage of selected brands, December 2017
                                                                            • Key brand metrics
                                                                              • Figure 59: Key metrics for selected brands, December 2017
                                                                            • Brand attitudes: Domestos most trusted
                                                                              • Figure 60: Attitudes, by brand, December 2017
                                                                            • Brand personality: Bloo and Flash seen as accessible
                                                                              • Figure 61: Brand personality – Macro image, December 2017
                                                                            • Flash seen as efficient
                                                                              • Figure 62: Brand personality – Micro image, December 2017
                                                                            • Brand analysis
                                                                              • Dettol the most trusted brand
                                                                                • Figure 63: User profile of Dettol, December 2017
                                                                              • Domestos seen as expert
                                                                                • Figure 64: User profile of Domestos, December 2017
                                                                              • Flash seen as good value
                                                                                • Figure 65: User profile of Flash, December 2017
                                                                              • Mr Muscle seen as more fun than other brands
                                                                                • Figure 66: User profile of Mr Muscle, December 2017
                                                                              • Zoflora less known but rates highly on experience
                                                                                • Figure 67: User profile of Zoflora, December 2017
                                                                              • Duck well-used but rates low on experience
                                                                                • Figure 68: User profile of Duck, December 2017
                                                                              • Bloo struggles to communicate brand values
                                                                                • Figure 69: User profile of Bloo, December 2017
                                                                              • Ecover used by higher-income groups
                                                                                • Figure 70: User profile of Ecover, December 2017
                                                                            • The Consumer – What You Need to Know

                                                                              • Women more responsible for cleaning, purchasing
                                                                                • Kitchen surfaces most frequently cleaned
                                                                                  • Older people clean more
                                                                                    • Bleach most popular in toilet care
                                                                                      • Sprays lead in hard surface cleaning
                                                                                        • Expensive to buy multiple products
                                                                                          • Environmental and health concerns are high
                                                                                            • Ethical cleaning without losing cleaning performance
                                                                                            • Cleaning and Buying Responsibility

                                                                                              • Women more responsible for cleaning…
                                                                                                • Figure 71: Responsibility of toilet and hard surface cleaning, by gender, December 2017
                                                                                              • …as well as buying
                                                                                                • Figure 72: Responsibility of purchasing toilet and hard surface cleaning products, by gender, December 2017
                                                                                            • Cleaning Frequency

                                                                                              • Kitchen surfaces most frequently cleaned
                                                                                                • Figure 73: Frequency of cleaning areas of the home, December 2017
                                                                                              • Older people clean more
                                                                                                • Figure 74: Everyday cleaning of bathroom and kitchen surfaces, by age, December 2017
                                                                                            • Usage of Toilet Care and Cleaning Products

                                                                                              • Bleach most popular in toilet care
                                                                                                • Figure 75: Usage of toilet cleaning products, December 2017
                                                                                              • Multipurpose cleaners used by just 29%
                                                                                                • ‘Need for speed’ detrimental for disinfectants
                                                                                                • Usage of Hard Surface Cleaning Products

                                                                                                  • Sprays lead in hard surface cleaning
                                                                                                    • Figure 76: Usage of types of hard surface cleaning products, December 2017
                                                                                                  • Multipurpose cleaners dominate
                                                                                                    • Figure 77: Usage of hard surface cleaning formulas, December 2017
                                                                                                  • Steam cleaning gains popularity
                                                                                                  • Behaviours around Toilet and Hard Surface Cleaners

                                                                                                    • Environmental and health concerns are high
                                                                                                      • Figure 78: Behaviours around toilet and hard surface cleaning products, December 2017
                                                                                                    • Powered products could pose a greater threat
                                                                                                      • Non-scent as a driver
                                                                                                      • Attitudes towards Hard Surface Cleaning and Care

                                                                                                        • Expensive to buy multiple products
                                                                                                          • Figure 79: Attitudes towards toilet and hard surface cleaning and care, December 2017
                                                                                                        • Increased device usage means more cleaning
                                                                                                          • Ethical cleaning without losing cleaning performance
                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                      • Figure 80: Best- and worst-case forecast of UK retail value sales of toilet cleaning and care products, 2012-22
                                                                                                                      • Figure 81: Best- and worst-case forecast of UK retail value sales of hard surface cleaning and care products, 2012-22