Household Polish and Specialist Cleaners - UK

 Published On: May, 2013 |  Published By: Mintel Group | Format: PDF

Opportunities exist for premium products that offer longer-lasting results. This includes products that leave a coating on surfaces to help slow the build-up of dirt, grease or dust as well as for carpet/upholstery cleaners that offer longer-lasting freshening. Making people feel that the benefits of cleaning will last for longer than a few days could actually encourage more people to buy specialist products.

Some questions answered in this report include:

How can specialist products compete with multipurpose alternatives?
How can more people be encouraged to clean carpets and sofas?
Can home maintenance become a bigger theme for specialist products?
What new product features are most likely to appeal?
How can brands in polishes maximise sales potential?

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of UK sales of household polishes and specialist cleaning products*, 2007-17
Slowdown in market growth
Decline in sales of household polishes
Figure 2: Breakdown of retail value sales of household polishes and specialist cleaning products, % share by segment, 2012
Market factors
Pride in having a clean home
Household and population growth
Companies, brands and innovation
Mr Sheen the leading brand in polishes
Figure 3: Brand shares in value sales of household polishes*, year ending January 2013
Figure 4: Brand shares in value sales of specialist cleaning products*, year ending January 2013
NPD activity led by glass care
Figure 5: New product launches in the UK household polishes and specialist cleaners market, % share by sub-category, 2012
Low and declining levels of advertising support
The consumer
Wide range of specialist products used
Figure 6: Usage of polishes and specialist cleaning products in household in last six months, March 2013
Increasing the focus on preventative measures
Figure 7: Cleaning and home maintenance in the last six months, March 2013
Strong interest in new product benefits
Figure 8: Interest in particular product benefits for household polishes and specialist cleaners, March 2013
Ease of use without compromising on results
Figure 9: Agreement with attitudinal statements about cleaning products, March 2013
What we think
ISSUES IN THE MARKET
How can specialist products compete with multipurpose alternatives?
How can more people be encouraged to clean carpets and sofas?
Can home maintenance become a bigger theme for specialist products?
What new product features are most likely to appeal?
How can brands in polishes maximise sales potential?
TREND APPLICATION
Trend: Help Me Help Myself
Trend: Prepare for the Worst
Mintel Futures Trend: Old Gold
MARKET DRIVERS
Key points
Cleaning the house a time-consuming activity
Figure 10: Amount of time spent on average during a typical week cleaning the home, November 2012
Most people take pride in a clean home
Figure 11: Attitudes towards household cleaning, November 2012
Consumers switch brands to make most of special offers
Figure 12: Shopping behaviour for household products, March 2013
Number of households on the increase
Figure 13: UK households, by size, 2007-17
Carpets are the most common type of flooring in homes
Figure 14: Types of flooring currently in household, November 2012
Population growth will stimulate cleaning market
Figure 15: Trends in the age structure of the UK population, 2007-17
Hard water a major problem in certain regions of the UK
Figure 16: Water hardness in the UK as seen on laundry detergent packaging, 2013
WHO’S INNOVATING?
Key points
Glass care tops NPD activity
Figure 17: New product launches in the UK household polishes and specialist cleaners market, % share by sub-category, 2009-13
Branded versus private label ratio rebalanced
Figure 18: New product launches in the UK household polishes and specialist cleaners market*, % share brands vs. private label, 2009-13
Figure 19: New product launches in the UK household polishes and specialist cleaners market*, % share by company, 2012
Environmentally friendly packaging tops NPD claims
Figure 20: New product launches in the household polishes and specialist cleaners market*, % by claims, 2009-13
NPD activity is dominated by range extensions
Figure 21: New product launches in the UK household polishes and specialist cleaners market*, % share by launch type, 2009-13
MARKET SIZE AND FORECAST
Key points
Slowdown in growth in last two years
Figure 22: UK retail sales and forecast of household polishes and specialist cleaning products*, at current and constant prices, 2007-17
The future
Figure 23: Best- and worst-case forecast of UK sales of household polishes and specialist cleaning products, 2007-17
Forecast methodology
SEGMENT PERFORMANCE
Key points
Growth continues in sales of specialist cleaners
Figure 24: UK retail value sales of household polishes and specialist cleaning products, by sector, 2007-12
Figure 25: UK retail value sales of household polishes and specialist cleaning products, % share by sector, 2012
MARKET SHARE
Key points
Mr Sheen leads household polishes market
Figure 26: Brand shares in household polishes*, years ending January 2012 and 2013
Large number of brands in specialist cleaning
Figure 27: Brand shares in value sales of specialist cleaning products*, years ending January 2012 and 2013
COMPANIES AND PRODUCTS
Figure 28: Leading manufacturers in the household polishes and specialist cleaning products, by brand and product categories, March 2013
Reckitt Benckiser
Figure 29: New product launches by Reckitt Benckiser in the UK household polishes and specialist cleaners market, May 2012-April 2013
Procter & Gamble
SC Johnson
Figure 30: New product launches by SC Johnson in the UK household polishes and specialist cleaners market, May 2012-April 2013
Robert McBride
Spotless Punch
Figure 31: New product launch by Spotless Punch in the UK household polishes and specialist cleaners market, May 2012-April 2013
Ozkleen
WD-40 (1001)
Figure 32: New product launches by WD-40 in the UK household polishes and specialist cleaners market, May 2012-April 2013
Ecover
Method
Figure 33: New product launch by Method in the UK household polishes and specialist cleaners market, May 2012-April 2013
Unilever
Homecare Products
The London Oil Refining Company (Astonish)
Figure 34: New product launch by The London Oil Refining Company in the UK household polishes and specialist cleaners market, May 2012-April 2013
BRAND COMMUNICATION AND PROMOTION
Key points
Advertising spend continues to decline
Figure 35: Main media advertising expenditure on household polishes and specialist cleaners*, 2009-13
Robert McBride the biggest spender
Figure 36: Main media advertising expenditure on household polishes and specialist cleaners*, by advertiser, 2009-13
Figure 37: Top ten advertising expenditure on household polishes and specialist cleaners*, by brand and advertiser, 2009-13
TV is the principle advertising outlet
Figure 38: Main media advertising expenditure on household polishes and specialist cleaners*, by media type, 2009-13
CHANNELS TO MARKET
Key points
Grocery multiples dominate distribution
Figure 39: UK retail value sales of household polishes and specialist cleaning products, by outlet type, 2010-12
Other outlets boosted by discount chains
PRODUCT USAGE AND FREQUENCY
Key points
Window/glass cleaner most widely used product
Figure 40: Usage of polishes and specialist cleaning products in household in last six months, by frequency, March 2013
Three quarters of polish users polish wooden furniture
Figure 41: Where household polishes used in the home, March 2013
Figure 42: Number of different uses for polishes in the home, March 2013
CLEANING AND HOME MAINTENANCE
Key points
Nearly four in ten clean outside of windows
Figure 43: Cleaning and home maintenance in the last six months, March 2013
A third have recently used drain care products
Carpet fresheners help improve home ambience
INTEREST IN NEW PRODUCT FEATURES
Key points
Strong interest in anti-grease coatings for ovens/hobs
Figure 44: Interest in particular product benefits for household polishes and specialist cleaners, March 2013
Strong desire to reduce build-up of dirt and dust
Keeping carpets/upholstery looking better for longer
ATTITUDES TOWARDS CLEANING PRODUCTS
Key points
Preference for all-purpose cleaning products
Figure 45: Agreement with attitudinal statements about cleaning products, March 2013
Good cleaning results with minimal effort most important
Protecting household appliances a high priority
Added product benefits also have appeal
APPENDIX – MARKET DRIVERS
Figure 46: Shopping behaviour for always buying the same brand versus buying whatever brand is on special offer and buying branded versus own-branded products, by demographics, March 2013
Figure 47: Shopping behaviour for buying in bulk versus buying small packs and shopping in the same store versus in different stores, by demographics, March 2013
Figure 48: Shopping behaviour for buying products with the same fragrance versus products with different fragrances and buying budget own-brands versus standard own-brands, by demographics, March 2013
Figure 49: Shopping behaviour for buying products online versus buying products in-store and buying from discount retailers versus buying from supermarkets, by demographics, March 2013
APPENDIX – MARKET SIZE AND FORECAST
Figure 50: Best- and worst-case forecast for UK retail sales of household polishes and specialist cleaners*, at current prices, 2012-17
APPENDIX – PRODUCT USAGE AND FREQUENCY
Figure 51: Usage of polishes and specialist cleaning products in household in last six months, by demographics, March 2013
Figure 52: Usage of polishes and specialist cleaning products in household in last six months, by demographics, March 2013 (continued)
Figure 53: Frequency of usage of furniture polish in household in last six months, by demographics, March 2013
Figure 54: Frequency of usage of floor polish in household in last six months, by demographics, March 2013
Figure 55: Frequency of usage of metal polish in household in last six months, by demographics, March 2013
Figure 56: Frequency of usage of shoe polish in household in last six months, by demographics, March 2013
Figure 57: Frequency of usage of window/glass cleaner in household in last six months, by demographics, March 2013
Figure 58: Frequency of usage of oven cleaner in household in last six months, by demographics, March 2013
Figure 59: Frequency of usage of carpet/upholstery cleaner in household in last six months, by demographics, March 2013
Figure 60: Frequency of usage of leather cleaner in household in last six months, by demographics, March 2013
Figure 61: Frequency of usage of limescale removers in household in last six months, by demographics, March 2013
Figure 62: Frequency of usage of sink/drain cleaners/unblockers in household in last six months, by demographics, March 2013
Figure 63: Where household polishes used in the home, by demographics, March 2013
Figure 64: Where household polishes used in the home, by demographics, March 2013 (continued)
Figure 65: Repertoire for where household polishes used in the home, by demographics, March 2013
APPENDIX – CLEANING AND HOME MAINTENANCE
Figure 66: Cleaning and home maintenance in the last six months, by demographics, March 2013
Figure 67: Cleaning and home maintenance in the last six months, by demographics, March 2013 (continued)
Figure 68: Cleaning and home maintenance in the last six months, by demographics, March 2013 (continued)
APPENDIX – INTEREST IN NEW PRODUCT FEATURES
Figure 69: Interest in particular product benefits for household polishes and specialist cleaners, by demographics, March 2013
Figure 70: Interest in particular product benefits for household polishes and specialist cleaners, by demographics, March 2013 (continued)
APPENDIX – ATTITUDES TOWARDS CLEANING PRODUCTS
Figure 71: Agreement with the statements ‘I like to use cleaning products suitable for a wide range of surfaces/materials’ and ‘Cleaning things quickly and with minimal effort is most important to me’, by demographics, March 2013
Figure 72: Agreement with the statements ‘I love the fresh smell of furniture polish in my home’ and ‘Getting the best results is more important than getting the job done quickly’, by demographics, March 2013
Figure 73: Agreement with the statements ‘It is worth paying more for products that help household appliances last for longer’ and ‘I like to use cleaning products that give surfaces and appliances an extra shine’, by demographics, March 2013
Figure 74: Agreement with the statements ‘Having the right cleaning tools makes more difference than the right cleaners’ and ‘A multipurpose cleaner works just as well as a specialist product’, by demographics, March 2013
Figure 75: Agreement with the statements ‘Own-brand products do just as good a job as branded cleaners’ and ‘It’s worth buying specialist cleaning products designed for particular surfaces’, by demographics, March 2013
Figure 76: Agreement with the statements ‘I have a cupboard full of cleaning products, some of which are hardly ever used’ and ‘It’s worth buying protective cleaners for furniture and carpets’, by demographics, March 2013
 

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