866-997-4948(US-Canada Toll Free)

Hard Surface Cleaning and Care - UK - April 2017

Published By :

Mintel

Published Date : Apr 2017

Category :

Housewares

No. of Pages : N/A

The dominance of multipurpose cleaners, a lack of product development and reduced advertising spend have created a perfect storm for the hard surface cleaners category, which continues to struggle to show growth despite the rising population and number of households. However, with discounting and product promotions reaching a plateau, growing concern about the impact of household cleaners on health could result in buying decisions being as guided by ingredient transparency and safety profile as by efficacy, convenience and low prices.

Table of Content

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

EXECUTIVE SUMMARY
The market
A return to growth expected
Figure 1: Best- and worst-case forecast for UK retail value sales of hard surface cleaners, 2011-21
Companies and brands
Flash and Dettol lead for multipurpose cleaners
Figure 2: Brand shares in the UK multipurpose kitchen and floor market, year ending November 2016
Flash gains momentum in bath and shower cleaners
Figure 3: Brand shares in the UK bath and shower cleaners market, year ending November 2016
Reduced NPD provides little incentive to trade up
Figure 4: New product development in the hard surface care category, by sub-category, January 2014-February 2017
The consumer
Trigger spray maintains its popularity
Figure 5: Usage of hard surfacing cleaning products, November 2015 and November 2016
Sprays preferred for most cleaning tasks, excluding floors
Figure 6: Preference for cleaner type, by area of the home, November 2016
Parents with young children cleaning more
Figure 7: Changes in frequency of surface cleaning, November 2016
Young men using more product
Figure 8: Changes in cleaning product usage, November 2016
Price and convenience are dominant factors
Figure 9: Changes in frequency of buying hard surface cleaning products, November 2016
Universal results are crucial, but transparency is also important
Figure 10: Attitudes towards hard surface cleaning products, November 2016
Familiarity breeds positive brand perceptions
Figure 11: Hard surface cleaning and care correspondence analysis, November 2016
What we think

ISSUES AND INSIGHTS
Popularity of multipurpose cleaners is fostering a trade-down mentality
The facts
The implications
The benefits of injecting ‘fun’ into advertising
The facts
The implications
Raising interest in natural cleaners
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Antibacterial multipurpose products leave their mark
Grocery channels are first point of call
Potential for more of a design focus
Leveraging on the emotional aspect of cleaning

MARKET SIZE AND FORECAST
A fluctuating market
Figure 12: UK retail value sales of hard surface cleaners*, at current and constant prices, 2011-21
Market expected to return to growth
Figure 13: Best- and worst-case forecast for UK retail value sales of hard surface cleaners, 2011-21
Forecast methodology

MARKET SEGMENTATION
Antibacterial multipurpose cleaners buck downward trend
Figure 14: Retail value sales of the UK hard surface cleaners*, by segment, 2015 and 2016 (est)
Value of specialised cleaners under threat

CHANNELS TO MARKET
Supermarket remains the strongest channel
Figure 15: UK retail value sales of hard surface, cleaning and care products*, by retail channel, 2015 and 2016 (est)
Potential for new retail services to make an impact

MARKET DRIVERS
Population growth means more cleaning
Figure 16: Trends in the age structure of the UK population, 2011-21
Potential for more focus on product design
Figure 17: UK households, by size, 2011-21
The impact of rising rentals
Figure 18: Renters’ attitudes, April 2016
The emotional impact of a clean home
Figure 19: Attitudes towards cleaning the home, May 2016
Implications of Brexit on product regulations

COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Clean in a Flash
Value of Method and Cillit Bang may be impacted by health concerns
Reduced NPD provides little incentive for trading up
Recorded adspend slips back into decline

MARKET SHARE
Flash and Dettol lead for multipurpose kitchen and floor cleaners…
Figure 20: Brand shares in the UK multipurpose kitchen and floor market, years ending November 2015 and 2016
but own-label has a strong year
Flash gains momentum in bath and shower cleaners
Figure 21: Brand shares in the UK bath and shower cleaners market, years ending November 2015 and 2016
Are health concerns impacting brand choice for bathroom cleaners?

LAUNCH ACTIVITY AND INNOVATION
Reduced NPD provides little incentive to trade up
Figure 22: New product development in the hard surface care category, by sub-category, January 2014-February 2017
True innovation lacking
Figure 23: New product development in the hard surface care category, by launch type, January 2014-February 2017
Figure 24: New products and new varieties/range extensions in the hard surface care category, 2016-17
Own-label development continues to struggle
Figure 25: New product development in the hard surface care category, own-label vs branded, January 2014-February 2017
Figure 26: Examples of own-label hard surface cleaning products with new product or new variety/range extension launch type, 2016
Waitrose and Ecozone focus on eco-friendly innovations
Figure 27: New product development in the hard surface, cleaning and care category, top 7 ultimate companies plus other, 2016
Figure 28: Examples of new product development in the hard surface care category from Waitrose and Ecozone, 2016
Environmental claims a big focus
Figure 29: New product development in the hard surface, cleaning and care category, by top 10 claims for 2016, 2015 and 2016

ADVERTISING AND MARKETING ACTIVITY
Total adspend decreases
Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface cleaners*, 2014-16
P&G and RB dominate advertising spend
Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface cleaners*, by leading companies based on 2016, 2014-16
Digital advertising spend sees a rise
Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on hard surface cleaners*, by media type, 2014-16
Figure 33: P&G #FlashDog advert, March 2017
Nielsen Ad Intel coverage

THE CONSUMER – WHAT YOU NEED TO KNOW
Trigger sprays most popular cleaning format…
but not for floors
Parents with young children cleaning more
Young men using more product
The dominant factors of price and convenience
Universal results are crucial, but transparency is also important
Familiarity breeds positive brand perceptions

PRODUCT USAGE AND PURCHASING
Trigger spray maintains its popularity
Figure 34: Usage of hard surfacing cleaning products, November 2015 and November 2016
Majority of adults use three or fewer types
Figure 35: Repertoire of hard surface cleaning products used in the last 6 months, November 2016
Women more likely to use and buy products
Figure 36: Buyers of hard surface cleaning products, by gender, November 2016

CLEANER TYPE PREFERENCE
Spray products the dominant choice…
Figure 37: Preference for cleaner type, by area of the home, November 2016
but not for cleaning floors
Older cleaners show preference for traditional formats

FREQUENCY OF SURFACE CLEANING AND AMOUNT OF PRODUCT USED
Parents of under-5s are cleaning more
Figure 38: Changes in frequency of surface cleaning, November 2016
Younger men using more product to clean
Figure 39: Changes in cleaning product usage, November 2016

FREQUENCY OF BUYING CLEANING PRODUCTS
The dominant factors of price and convenience
Figure 40: Changes in frequency of buying hard surface cleaning products, November 2016
Specialist cleaners struggle
Boosting the profile of natural cleaners

ATTITUDES TOWARDS HARD SURFACE CLEANING PRODUCTS
Universal results are important
Figure 41: Attitudes towards hard surface cleaning products, November 2016
Transparency is crucial
An alternative approach to safety
Figure 42: pHur Water, November 2016

BRAND ASSOCIATIONS
Familiarity breeds positive perceptions
Figure 43: Perceptions of selected hard surface cleaning brands, November 2016
Core brand messages risk getting lost
Figure 44: Associations of selected hard surface cleaning brands, November 2016
Innovation needs a helping hand

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Abbreviations
Fan chart forecast
Correspondence analysis methodology

List of Table

N/A

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *