Hard Surface Cleaning and Care - UK - April 2017 | Industry Analysis Report - MRH

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.

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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

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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

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