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Toilet Cleaning and Care - UK - September 2012

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of UK sales of specialist toilet care products*, 2007-17
2011 growth in sales of toilet cleaners
Liquid/gel toilet cleaners drive growth
Figure 2: UK retail value sales of specialist toilet care products, 2012
Market factors
Most toilets cleaned more than once a week
Figure 3: Frequency of cleaning the toilet, December 2011
Majority of homes have just one toilet
Figure 4: Number of toilets in home, June 2012
Growth in household numbers, but double-dip recession
Companies, brands and innovation
Harpic leads specialist toilet care
Figure 5: Estimated brand value shares in specialist toilet care*, 2011
Increase in own-brand NPD activity
Unilever boosts total advertising
The consumer
Bleach the most widely used product
Figure 6: Usage of products for cleaning the toilet in the home, June 2012
Killing germs and getting rid of stains the top priorities
Figure 7: Most important factors influencing choice of toilet cleaners and fresheners, June 2012
Well-known brands the most popular choice
Figure 8: Agreement with statements on brand choice for toilet cleaners and fresheners, June 2012
Special offers exert a significant influence
Figure 9: Agreement with statements on influence of price and promotions when buying toilet cleaners and fresheners, June 2012
Keeping up appearances for visiting guests
Figure 10: Attitudes towards toilet care products, and freshening and cleaning the toilet, June 2012
Multiple benefits have appeal
Figure 11: Other attitudes towards toilet care products, June 2012
What we think
ISSUES IN THE MARKET
What product benefits offer the biggest marketing opportunities?
How might flush treatment products reverse declining sales?
What areas of NPD are most likely to increase consumer interest?
How big is the own-brand challenge to branded toilet care products?
Which alternatives pose the biggest threat to sales of toilet cleaners?
TREND APPLICATION
Trend: Perfecting the Details
Trend: Sense of the Intense
2015 Trend: Brand Intervention
INTERNAL MARKET ENVIRONMENT
Key points
Majority of homes have just one toilet
Figure 12: Number of toilets in home, June 2012
Multiple bathrooms less common
Figure 13: Trends in number of bathrooms in homes, 2008-12
Strong desire for a home with clean toilets
Figure 14: Attitudes towards household cleaning, 2008-12
Majority clean the toilet more than once a week
Figure 15: Frequency of cleaning the toilet, December 2011
Greater focus on low price when shopping
Figure 16: Attitudes towards cleaning products and brands, 2008-12
Updated water efficiency targets for new homes and conversions
BROADER MARKET ENVIRONMENT
Key points
Growing number of households
Figure 17: UK households, by size, 2007-17
More children to benefit toilet cleaning
Figure 18: Trends in the age structure of the UK population, 2007-17
UK economy still in the doldrums
Figure 19: Trends in how respondents would describe their financial situation, February 2009-July 2012
Figure 20: Trends in the impact of the economic downturn on consumers, February 2009-July 2012
Figure 21: Trends in consumer sentiment for the coming year, February 2009-July2012
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Big increase in 2011 launch activity
Figure 22: Number of new product launches in the UK toilet care market, by sub-category, 2009-12
Figure 23: New product launches in the UK toilet care market, % share by own-label/branded, 2009-12
Asda revamps toilet care ranges
Figure 24: New product launches in the UK toilet care market, % share by company, 2009-12
Being antibacterial tops new product claims
Figure 25: New product launches in the UK toilet care market, % share by claim, 2009-12
New varieties and range extensions lead product launches
Figure 26: New product launches in the UK toilet care market, % share by launch type, 2009-12
COMPETITIVE CONTEXT
Key points
Specialist toilet care shows above average 2011 growth
Figure 27: Comparison of specialist toilet care products* with other household care markets, 2006-11
MARKET SIZE AND FORECAST
Key points
Fluctuating sales of toilet cleaners
Figure 28: UK retail value sales and forecast of specialist toilet care products*, 2007-17
The future
Figure 29: Best- and worst-case forecast of UK sales of toilet care products*, 2007-17
Forecast methodology
SEGMENT PERFORMANCE
Key points
Solid growth in sales of liquid toilet cleaners
Figure 30: UK retail value sales of specialist toilet care products, by segment, 2009-12
Figure 31: Estimated breakdown of UK retail value sales of specialist toilet care products, by segment, 2012
MARKET SHARE
Key points
Harpic leads in specialist toilet care
Figure 32: Estimated brand value shares in specialist toilet care*, 2010 and 2011
COMPANIES AND PRODUCTS
Jeyes
Figure 33: New product launches by Jeyes in the UK toilet care market, September 2011-August 2012
Reckitt Benckiser
Figure 34: New product launches by Reckitt Benckiser in the UK toilet care market, September 2011-August 2012
Robert McBride
SC Johnson
Figure 35: New product launches by SC Johnson in the UK toilet care market, September 2011-July 2012
Unilever
Figure 36: New product launches by Unilever in the UK toilet care market, September 2011-August 2012
Ecover
Figure 37: New product launches by Ecover in the UK toilet care market, September 2011-August 2012
BRAND RESEARCH
Brand map
Figure 38: Attitudes towards and usage of brands in the toilet cleaning sector, June 2012
Correspondence analysis
Brand attitudes
Figure 39: Attitudes by toilet cleaning brand, June 2012
Brand personality
Figure 40: Toilet cleaning brand personality – macro image, June 2012
Figure 41: Toilet cleaning brand personality – micro image, June 2012
Brand experience
Figure 42: Toilet cleaning brand usage, June 2012
Figure 43: Satisfaction with various toilet cleaning brands, June 2012
Figure 44: Consideration of toilet cleaning brands, June 2012
Figure 45: Consumer perceptions of current toilet cleaning brand performance, June 2012
Figure 46: Toilet cleaning brand recommendation – Net Promoter Score, June 2012
Brand index
Figure 47: Toilet cleaning brand index, June 2012
Figure 48: Toilet cleaning brand index vs. recommendation, June 2012
Target group analysis
Figure 49: Target groups, June 2012
Figure 50: Toilet cleaning brand usage, by target groups, June 2012
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
BRAND COMMUNICATION AND PROMOTION
Key points
Big increase in 2011 advertising
Figure 51: Main media advertising expenditure on toilet cleaners/fresheners, 2008-12
Unilever is the leading advertiser
Figure 52: Main media advertising expenditure on toilet cleaners/fresheners, by leading advertisers, 2008-12
Figure 53: Main media advertising expenditure on toilet cleaners/fresheners, by top ten brands, 2011
TV most popular advertising media
Figure 54: Main media advertising expenditure on toilet cleaners/fresheners, % share by media type, 2008-12
CHANNELS TO MARKET
Key points
Grocer multiples dominate distribution
Figure 55: Retail distribution of specialist toilet care products*, 2010-12
Increase in high street discount stores
CONSUMER USAGE AND FREQUENCY
Key points
Vast majority use toilet cleaners
Figure 56: Trends in frequency of using lavatory cleaners, 2009-12
Liquid gel with bleach most popular
Figure 57: Trends in types of lavatory cleaners used, 2009-12
Four in ten use flush treatment products
Figure 58: Trends in frequency of using flush treatment lavatory products, 2009-12
In-bowl gels become more popular
Figure 59: Trends in types of flush treatment lavatory products used, 2009-12
Bleach still the most used product on toilets
Figure 60: Frequency of usage of products for cleaning the toilet, June 2012
Replacement every 3-4 weeks most likely in flush treatment
Figure 61: Frequency of replacement of products for freshening/cleaning the toilet, June 2012
FACTORS INFLUENCING CHOICE
Key points
Killing germs the number-one priority
Figure 62: Most important factors influencing choice of toilet cleaners and fresheners, June 2012
Scent/fragrance an important secondary factor
Type of product less important than performance
Environmental factors a low priority
BUYING BEHAVIOUR
Key points
Well-known brands the preferred choice
Figure 63: Agreement with statements on buying behaviour for toilet care products, June 2012
Budget own-brands benefit from NPD activity
Special offers still exert a big influence
Few use coupons/vouchers to save money
ATTITUDES TOWARDS TOILET CARE
Key points
Maintaining a clean and fresh smelling toilet
Figure 64: Attitudes towards toilet care products, June 2012
Core group of bleach enthusiasts
Strong interest in new product features
Opportunity for more fragrance options
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 65: Number of toilets in home, by demographics, June 2012
Figure 66: Number of bathrooms in homes, by demographics, 2012
Figure 67: Attitudes towards household cleaning, by demographics, 2012
Figure 68: Attitudes towards cleaning products and brands, by demographics, 2012
APPENDIX – MARKET SIZE AND FORECAST
Figure 69: Best case/worst case forecast for UK retail sales of specialist toilet care products*, at current prices, 2012-17
APPENDIX – BRAND RESEARCH
Figure 70: Brand usage, June 2012
Figure 71: Brand commitment, June 2012
Figure 72: Brand momentum, June 2012
Figure 73: Brand diversity, June 2012
Figure 74: Brand satisfaction, June 2012
Figure 75: Brand recommendation, June 2012
Figure 76: Brand attitude, June 2012
Figure 77: Brand image – Macro Image, June 2012
Figure 78: Brand image – Micro Image, June 2012
Figure 79: Profile of target groups, by demographics, June 2012
Figure 80: Psychographic segmentation, by target groups, June 2012
Figure 81: Brand usage, by Target groups, June 2012
Brand index
Figure 82: Brand index, June 2012
APPENDIX – CONSUMER USAGE AND FREQUENCY
Figure 83: Frequency of using lavatory cleaners, by demographics, 2012
Figure 84: Frequency of using flush treatment lavatory products, by demographics, 2012
Figure 85: Frequency of usage of bleach for cleaning the toilet, by demographics, June 2012
Figure 86: Frequency of usage of liquid toilet cleaner/gel for cleaning the toilet, by demographics, June 2012
Figure 87: Frequency of usage of toilet wipes for cleaning the toilet, by demographics, June 2012
Figure 88: Frequency of usage of disinfectant for cleaning the toilet, by demographics, June 2012
Figure 89: Frequency of usage of multipurpose cleaners for cleaning the toilet, by demographics, June 2012
Figure 90: Frequency of usage of multipurpose cleaner wipes for cleaning the toilet, by demographics, June 2012
Figure 91: Any usage of products for cleaning the toilet, by demographics, June 2012
Figure 92: Frequency of replacement of rim blocks or gels for freshening/cleaning the toilet, by demographics, June 2012
Figure 93: Frequency of replacement of in-cistern blocks for freshening/cleaning the toilet, by demographics, June 2012
Figure 94: Any usage of products for freshening/cleaning the toilet, by demographics, June 2012
APPENDIX – FACTORS INFLUENCING CHOICE
Figure 95: Factors influencing choice of toilet cleaners and fresheners, by demographics, June 2012
Figure 96: Factors influencing choice of toilet cleaners and fresheners (continued), by demographics, June 2012
APPENDIX – BUYING BEHAVIOUR
Figure 97: Agreement with statements on buying behaviour for toilet care products, by demographics, June 2012
Figure 98: Agreement with statements on buying behaviour for toilet care products (continued), by demographics, June 2012
APPENDIX – ATTITUDES TOWARDS TOILET CARE
Figure 99: Attitudes towards toilet care products, by demographics, June 2012
Figure 100: Attitudes towards toilet care products (continued), by demographics, June 2012

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