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Toilet Cleaning, Bleaches and Disinfectants - UK - April 2017

Published By :

Mintel

Published Date : Apr 2017

Category :

Chemicals

No. of Pages : N/A

Dettol’s launch of a spray format has added versatility and convenience to disinfectants, and has rejuvenated the segment as a consequence. Prominent product launches and advertising campaigns from Bloo and Duck have also shown that there is potential for value growth within the toilet cleaning segment, despite an overall decline in the category for the third year in a row.

Table of Content

OVERVIEW
What you need to know
Products covered in this Report
Excluded

EXECUTIVE SUMMARY
The market
Market expected to remain stagnant
Figure 1: Best- and worst-case forecast for UK value sales of toilet cleaning and care products, bleaches and disinfectants, 2011-21
Companies and brands
Domestos increases share of bleaches
Figure 2: Brand value shares for bleaches, year ending January 2017
Dettol activity boosts growth in disinfectants
Figure 3: Brand value shares for disinfectants, year ending January 2017
Duck and Bloo biggest growers in toilet cleaning segment
Figure 4: Brand value shares for toilet cleaning and care products, year ending January 2017
NPD slows across the category
Figure 5: New product development in the toilet cleaning, bleaches and disinfectants category, by sub-category, 2013-16
The consumer
Men take more responsibility
Figure 6: Responsibility for cleaning the toilet, and responsibility for buying toilet cleaning products, January 2016 and January 2017
More people using disinfectants regularly
Figure 7: Frequency of using toilet cleaning products in the last six months, January 2017
Seat and lid cleaned most frequently
Figure 8: Frequency of toilet cleaning routine, January 2017
Convenience and product range important to shoppers
Figure 9: Place of purchase for toilet cleaning products* (NET), January 2017
Key to show functional aspects in advertising
Figure 10: Interest in advertisements for toilet cleaning products, January 2017
Desire for long-lasting and antibacterial formulations
Figure 11: Importance of features in toilet cleaning products, January 2017
Multiple benefits in one likely to resonate
Figure 12: Attitudes towards toilet cleaning products, January 2017
What we think

ISSUES AND INSIGHTS
The rejuvenation of disinfectants
The facts
The implications
Boosting innovation in toilet cleaning, bleaches and disinfectants
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Overall market to remain stagnant
Disinfectants the biggest winner
Supermarkets main destination for shoppers
Population and household increases may have drawbacks

MARKET SIZE AND FORECAST
Value sales continue to decline
Figure 13: UK retail value sales of toilet cleaning and care products, bleaches and disinfectants, at current and constant prices, 2011-21
Market expected to remain stagnant
Figure 14: Best- and worst-case forecast for UK value sales of toilet cleaning and care products, bleaches and disinfectants, 2011-21
Forecast methodology

MARKET SEGMENTATION
Disinfectants see some rejuvenation
Figure 15: UK retail value sales of toilet cleaning and care products, bleaches and disinfectants, by segment, 2015 and 2016
Household bleaches sector has particularly declined
Duck and Bloo keep toilet cleaners stable

CHANNELS TO MARKET
Supermarkets main destination for shoppers
Figure 16: UK retail value sales of toilet cleaning and care products, bleaches and disinfectants, by outlet type, 2015 and 2016
Independents and symbol groups see share of sales drop
Online set for boost

MARKET DRIVERS
Majority have more than one toilet in the home
Figure 17: Number of bathrooms/toilets in the home, May 2016
Household size decreasing has an effect
Figure 18: UK households, by size, 2011-21
Fall in home ownership limits addition of toilets
Figure 19: Dwelling stock, by tenure, UK, 1980-2014
A place to store products may influence purchasing
Population may change product needs
Figure 20: Trends in the age structure of the UK population, 2011-21
Cleaning toilet is one of least enjoyed cleaning tasks
Figure 21: Least enjoyed cleaning tasks in and around the home, May 2016
A continuing move towards multipurpose
Figure 22: Multipurpose cleaners vs specialised cleaners, May 2016
Improving financial situation may release purse strings
Figure 23: Trends in current financial situation compared a year ago, July 2011-February 2017

COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Advertising leads to boost in sales for Duck and Bloo
Dettol and Domestos remain market leaders
NPD slows across the category
Adspend increases during 2016

MARKET SHARE
Duck and Bloo biggest growers in toilet cleaning segment
Figure 24: Brand value shares for toilet cleaning and care products, years ending January 2016 and 2017
Domestos increases share of bleaches
Figure 25: Brand value shares for bleaches, years ending January 2016 and 2017
Dettol activity boosts growth in disinfectants
Figure 26: Brand value shares for disinfectants, years ending January, 2016 and 2017

LAUNCH ACTIVITY AND INNOVATION
NPD slows across the category
Figure 27: New product development in the toilet cleaning, bleaches and disinfectants category, by sub-category, 2013-16
New products create value sales growth
Figure 28: New product development in the toilet cleaning, bleaches and disinfectants category, by launch type, 2013-16
Figure 29: Examples of new products in the toilet cleaning category, 2016
Proportion of branded launches increases
Figure 30: New product development in the toilet cleaning, bleaches and disinfectants category, own-label vs branded, 2013-16
Figure 31: Examples of own-label launches in the toilet cleaning category, 2016
Jeyes and RB most active
Figure 32: New product development in the toilet cleaning, bleaches and disinfectants category, top ultimate companies and other, 2016
Launches carry antibacterial claims
Figure 33: Leading claims in the toilet cleaning, bleaches and disinfectants category, based on 2016, 2015 and 2016
A rise in animal-friendly products
Figure 34: Examples of launches displaying the Cruelty Free International Leaping Bunny logo, 2016
Citrus fragrances remain dominant
Figure 35: Leading fragrances of new launches in the toilet cleaning, bleaches and disinfectants category, based on 2016, 2015 and 2016

ADVERTISING AND MARKETING ACTIVITY
Adspend increases during 2016
Figure 36: Total above-the-line, online display and direct mail advertising expenditure on toilet cleaners, bleaches and disinfectants, 2013-16
Majority of spend on cleaners/fresheners
Figure 37: Total above-the-line, online display and direct mail advertising expenditure on toilet cleaners, bleaches and disinfectants, by sub-category, 2014-16
Figure 38: Jeyes Bloo Foam Aroma advert, 2016
Figure 39: SC Johnson Duck ‘Total Toilet Protection’ advert, 2016
Reckitt Benckiser supports Dettol Disinfectant Spray launch
Figure 40: Total above-the-line, online display and direct mail advertising expenditure on toilet cleaners, bleaches and disinfectants, by main advertisers in 2016, 2014-16
TV remains dominant
Figure 41: Total above-the-line, online display and direct mail advertising expenditure on toilet cleaners, bleaches and disinfectants, by media type, 2014-16
Nielsen Ad Intel coverage

THE CONSUMER – WHAT YOU NEED TO KNOW
Men take more responsibility
Disinfectant usage frequency increases
Germs and convenience influence toilet cleaning routine
Convenience and product range important to shoppers
Key to show functional aspects in advertising
Desire for long-lasting formulations
Multiple benefits in one likely to resonate

CLEANING AND BUYING RESPONSIBILITY
Men take more responsibility for cleaning
Figure 42: Responsibility for cleaning the toilet(s), and responsibility for buying toilet cleaning products, January 2016 and January 2017
Figure 43: Any responsibility for cleaning the toilet(s), and any responsibility for buying toilet cleaning products, by gender, January 2016 and January 2017

PRODUCT USAGE
Positive bleach perceptions mean it is most commonly used
Figure 44: Frequency of using toilet cleaning products in the last six months, January 2017
Disinfectant usage frequency inches upwards
Figure 45: Any usage of toilet cleaning products in the last six months, January 2016 and January 2017
Penetration of wipes marginally increases
Natural cleaning products are a threat

TOILET CLEANING ROUTINE
Seat and lid cleaned most frequently
Figure 46: Frequency of toilet cleaning routine, January 2017
Emphasising convenience likely to pay off
Figure 47: Examples of products with innovative nozzles, 2015-16
Cleaning handle represents potential area of development

SHOPPING LOCATIONS FOR TOILET CLEANING PRODUCTS
Convenience and product range important to shoppers
Figure 48: Place of purchase for any toilet cleaning product, January 2017
Change of supermarket strategy away from promotional activity
Online has potential to grow

INTEREST IN ADVERTISEMENTS
Key to show functional aspects
Figure 49: Interest in advertisements for toilet cleaning products, January 2017
Environmental advertising could be influential
Time is of the essence

IMPORTANCE OF PRODUCT FEATURES
Desire for long-lasting formulations
Fear of germs fuels antibacterial dependence
Figure 50: Importance of features in toilet cleaning products, January 2017
Multipurpose of less importance
Natural a nice to have, but little more

ATTITUDES TOWARDS TOILET CLEANING PRODUCTS
Multiple benefits in one likely to resonate
Figure 51: Attitudes towards toilet cleaning products, January 2017
Killing germs is sometimes difficult to judge
Nearly a quarter use social media to get tips
Figure 52: Nifty’s DIY toilet cleaning pods, July 2016

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology

APPENDIX – THE MARKET
Figure 53: UK retail value sales of toilet cleaning and care products, at current and constant prices, 2011-21
Figure 54: UK retail value sales of bleaches and disinfectants, at current and constant prices, 2011-21
Figure 55: UK retail value sales of disinfectants, at current and constant prices, 2011-21

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