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Toilet Cleaning - UK - October 2013

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of UK retail sales of specialist toilet care products*, 2008-18
Liquid/gel toilet cleaners underpin toilet care sales
Figure 2: UK retail value sales of specialist toilet care products, by segment, 2013
Market factors
Household and population growth projected
Companies, brands and innovation
Branded products dominate the market
Figure 3: Brand value shares in specialist toilet care*, year to July 2013
Toilet cleaners dominate launch activity
Above-the-line advertising falling
The consumer
Three products used by around nine in ten people
Figure 4: Usage of products for cleaning the toilet in the home, August 2013
Barriers to using rim blocks and liquid/gel toilet rim products
Figure 5: Reasons for not using rim blocks or liquid/gel toilet rims, August 2013
Over half take a routine approach to toilet cleaning
Figure 6: Toilet cleaning behaviour, August 2013
Different strengths for bleaches and liquid toilet cleaner/gel
Figure 7: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels, by various criteria, July 2013
What we think
ISSUES IN THE MARKET
How can brands encourage more frequent toilet cleaning to boost sales?
In what ways can companies in the flush treatment sector overcome barriers to wider usage?
What lessons can companies learn from people’s toilet cleaning habits?
What types of products offer potential for development?
TREND APPLICATION
Trend: Help Me Help Yourself
Trend: Eco and Ego
Mintel Futures: Old Gold
MARKET DRIVERS
Key points
Number of households forecast to rise by 6%
Figure 8: UK households, by size, 2008-18
Over half of homes have just one toilet
Figure 9: Number of toilets in home, August 2013
Sustainable bathrooms and water-saving toilets
Cutting-edge toilet care products for designer toilets
Population forecast to rise
Figure 10: Trends in the age structure of the UK population, 2008-18
Growth in child population presents opportunities
More 25-34-year-olds to target
An ageing population – what opportunities for toilet care?
Positive attitudes towards cleaning
Figure 11: Attitudes towards household cleaning, November 2012
Health of the nation
Environmental concerns – low priority
Only a third favour branded cleaning products
Cleaning the toilet – second most disliked cleaning task
Figure 12: Most disliked household cleaning tasks, by demographics, November 2012
WHO’S INNOVATING?
Key points
Toilet cleaners dominate launch activity
Figure 13: Number of new product launches in the UK toilet care market, by sub-category, 2009-13
Private label launches push forward
Figure 14: New product launches in the UK toilet care market, % share by own-label/branded, 2009-13
Jeyes – leading light in launch activity
Figure 15: New product launches in the UK toilet care market, % share, by company, 2009-13
Large number of own-labels target toilet cleaning market
Tesco and Sainsbury’s increase level of launch activity
Reckitt Benckiser’s and SC Johnson’s shares decline
Discounters raise profile
Ethical focus shifts to packaging and production
Figure 16: New product launches in the UK toilet care market, % share by claim, 2009-13
Antibacterial claims tapping into fear of germs
Economic positioning intensifies
Rethink on premium positioning
New products and varieties dominate launch activity
Figure 17: New product launches in the UK toilet care market, % share, by launch type, 2009-13
New formulations peak in 2012
Relaunches pick up pace
Renewed focus on new products and range extensions
MARKET SIZE AND FORECAST
Key points
Market in decline
Figure 18: UK retail value sales and forecast of specialist toilet care products*, 2008-18
Mixed fortunes at sub-sector level
The future
Figure 19: Best- and worst-case forecast of UK retail sales of specialist toilet care products*, 2008-18
Forecast methodology
SEGMENT PERFORMANCE
Key points
Liquid/gel cleaners dominate the market
Figure 20: Estimated breakdown of UK retail value sales of specialist toilet care products, by segment, 2013
Figure 21: UK retail value sales of specialist toilet care products, by segment, 2009-13
In-bowl rim blocks and liquids/gels in decline
Sales reversal in in-cistern blocks
MARKET SHARE
Key points
Branded products dominate the market
Figure 22: Estimated brand shares in specialist toilet care*, by value, year to July, 2012 and 2013
Potential for other players to access the market
Jeyes suffers mixed fortunes for its key brands
Unilever takes multi-faceted approach to growing Domestos brand
Three Harpic lines – only one in growth
SC Johnson takes the lead with Duck Fresh Discs
Ecover has strong growth potential
Own brands suffer from poor image
COMPANIES AND PRODUCTS
Jeyes (Bloo, Parozone)
Background
Product range
Figure 23: New product launches by Jeyes in the UK toilet care market, August 2012-August 2013
Advertising and marketing
Figure 24: Jeyes advertising expenditure on toilet cleaning and freshening products, 2009-13
Reckitt Benckiser (Harpic, Cillit Bang)
Background
Product range
Figure 25: New product launches by Reckitt Benckiser in the UK toilet care market, August 2012-August 2013
Advertising and marketing
Figure 26: Reckitt Benckiser advertising expenditure on toilet cleaning and freshening products, 2009-13
McBride
Background
Product range
Figure 27: New product launches by McBride in the UK toilet care market, August 2012 - August 2013
SC Johnson (Duck)
Background
Product range
Figure 28: New product launches by SC Johnson in the UK toilet care market, August 2012-August 2013
Advertising and marketing
Figure 29: SC Johnson advertising expenditure on toilet cleaning and freshening products, 2009-13
Unilever (Domestos)
Background
Product range
Figure 30: New product launches by Unilever in the UK toilet care market, August 2012-August 2013
Advertising and marketing
Figure 31: Unilever advertising expenditure on toilet cleaning and freshening products, 2009-13
Ecover
Background
Product range
Advertising and marketing
BRAND RESEARCH
Brand map
Figure 32: Attitudes towards and usage of brands in the toilet cleaning sector, August 2013
Correspondence analysis
Brand attitudes
Figure 33: Attitudes, by toilet cleaning brand, August 2013
Brand personality
Figure 34: Toilet cleaning brand personality – macro image, August 2013
Figure 35: Toilet cleaning brand personality – micro image, August 2013
Brand experience
Figure 36: Toilet cleaning brand usage, August 2013
Figure 37: Satisfaction with various toilet cleaning brands, August 2013
Figure 38: Consideration of toilet cleaning brands, August 2013
Figure 39: Consumer perceptions of current toilet cleaning brand performance, August 2013
Brand index
Figure 40: Toilet cleaning brand index, August 2013
Target group analysis
Figure 41: Target groups, August 2013
Figure 42: Toilet cleaning brand usage, by target groups, August 2013
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
Above-the-line advertising spend falling
Figure 43: Main media advertising expenditure on toilet cleaners/fresheners, 2009-13
Four companies dominate spending
Figure 44: Main media advertising expenditure on toilet cleaners/fresheners, by leading advertisers, 2009-13
Figure 45: Main media advertising expenditure on toilet cleaners/fresheners, by leading advertisers, 2009-13
Three brands dominate spend
Figure 46: Main media advertising expenditure on toilet cleaners/fresheners, by top ten brands, 2012
Figure 47: Main media advertising expenditure on toilet cleaners/fresheners, by top brands, 2013
SC Johnson focuses exclusively on Duck Fresh Discs
TV advertising dominates
Figure 48: Main media advertising expenditure on toilet cleaners/fresheners, % share by media type, 2009-13
Online presence goes interactive
Using ‘studies’ to educate and influence consumers
CHANNELS TO MARKET
Key points
Grocery multiples dominate distribution
Figure 49: Retail distribution of specialist toilet care products*, 2011-13
Growth in discount chains on UK high streets
Symbol groups losing share
TOILET CLEANING AND BUYING RESPONSIBILITIES
Key points
Responsibility for toilet cleaning
Figure 50: Responsibility for cleaning the toilet(s) and buying toilet cleaning products, August 2013
Men beginning to care and share
Solution-focused 16-24-year-olds
Impact of old age
FREQUENCY OF PRODUCT USAGE AND REPLACEMENT
Key points
Three products dominate toilet cleaning routine
Figure 51: Frequency of usage of products for cleaning the toilet, August 2013
Liquid toilet cleaner/gel not far behind bleach
Multi-purpose products also widely used
Wipes: multi-purpose v specific
Limescale concerns – time for a different approach
Toilet brush – potential for product development
Peak in once a week usage
Frequency of replacement of continuous freshening/cleaning products
Figure 52: Frequency of replacement of products for continuous freshening/cleaning of the toilet, August 2013
In-bowl usage skewed to rim block usage
In-cistern blocks – specific demographic profile
Scepticism and cost – issues to be tackled
REASONS FOR NOT USING RIM BLOCKS AND LIQUID RIMS
Key points
Barriers to using rim blocks and liquid/gel toilet rim products
Figure 53: Reasons for not using rim blocks or liquid/gel toilet rims, August 2013
Germs – could more be done to allay consumer concerns?
Multi-purpose products and the over 65s
Hands-off approach by 16-24-year-olds
Who’s doing the economising?
Necessity could be the mother of invention
Fragrance and colour low priorities
TOILET CLEANING BEHAVIOUR
Key points
Over half take a routine approach to toilet cleaning
Figure 54: Toilet cleaning behaviour, August 2013
Cleaning for guests and visitors
Four in ten clean the toilet when it looks dirty
Touching the toilet – a growing concern
Rubber gloves – underdeveloped NPD
Wipes – room to increase usage
Air fresheners and their influence on toilet care
BLEACH VS. SPECIALIST TOILET LIQUIDS/GELS
Key points
Opinion is divided
Figure 55: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels, by various criteria, July 2013
The environmental issue – uncertainty most acute
The many advantages of bleach
Choice of fragrances and adding a fresh smell
Potential to focus on longer lasting results
Consumer uncertainties about product benefits
Ease of use valued in liquid/gel toilet cleaners
APPENDIX – MARKET DRIVERS
Figure 56: Number of toilets in home, by demographics, August 2013
APPENDIX – MARKET SIZE AND FORECAST
Figure 57: Best- and worst-case forecast for UK retail sales of specialist toilet care products, at current prices, 2013-18
APPENDIX – BRAND RESEARCH
Figure 58: Brand usage, August 2013
Figure 59: Brand commitment, August 2013
Figure 60: Brand momentum, August 2013
Figure 61: Brand diversity, August 2013
Figure 62: Brand satisfaction, August 2013
Figure 63: Brand attitude, August 2013
Figure 64: Brand image – macro image, August 2013
Figure 65: Brand image – micro image, August 2013
Figure 66: Profile of target groups, by demographics, August 2013
Figure 67: Psychographic segmentation by target groups, August 2013
Figure 68: Brand usage, by target groups, August 2013
Brand index
Figure 69: Brand index, August 2013
APPENDIX – TOILET CLEANING AND BUYING RESPONSIBILITIES
Figure 70: Responsibility for cleaning the toilet(s), by demographics, August 2013
Figure 71: Responsibility for cleaning the toilet(s) among men, August 2013
Figure 72: Responsibility for cleaning the toilet(s) among men, by demographics, August 2013
Figure 73: Responsibility for cleaning the toilet(s) among women, August 2013
Figure 74: Responsibility for buying toilet cleaning products among women, by demographics, August 2013
Figure 75: Responsibility for buying toilet cleaning products, by demographics, August 2013
Figure 76: Responsibility for buying toilet cleaning products among men, August 2013
Figure 77: Responsibility for buying toilet cleaning products among men, by demographics, August 2013
Figure 78: Responsibility for buying toilet cleaning products among women, August 2013
Figure 79: Responsibility for buying toilet cleaning products among women, by demographics, August 2013
APPENDIX – FREQUENCY OF PRODUCT USAGE AND REPLACEMENT
Figure 80: Frequency of any usage of wipes for cleaning the toilet, by demographics, August 2013
Figure 81: Frequency of any usage of toilet brush for cleaning the toilet, by demographics, August 2013
Figure 82: Frequency of usage of bleach for cleaning the toilet, by demographics, August 2013
Figure 83: Frequency of usage of liquid toilet cleaner/gel for cleaning the toilet, by demographics, August 2013
Figure 84: Frequency of replacement of any usage of rim blocks or liquid toilet rim for continuous freshening/cleaning of the toilet, by demographics, August 2013
Figure 85: Frequency of replacement of any usage of flush treatment products for continuous freshening/cleaning of the toilet, by demographics, August 2013
Figure 86: Frequency of replacement of in-bowl rim blocks for continuous freshening/cleaning of the toilet, by demographics, August 2013
Figure 87: Frequency of replacement of in-bowl liquid/gel toilet rim for continuous freshening/cleaning of the toilet, by demographics, August 2013
Figure 88: Frequency of replacement of in-cistern blocks for continuous freshening/cleaning of the toilet, by demographics, August 2013
Figure 89: Frequency of replacement of toilet freshener discs that stick to toilet bowl for continuous freshening/cleaning of the toilet, by demographics, August 2013
APPENDIX – REASONS FOR NOT USING RIM BLOCKS AND LIQUID RIMS
Figure 90: Reasons for not using rim blocks or liquid/gel toilet rims, by demographics, August 2013
Figure 91: Reasons for not using rim blocks or liquid/gel toilet rims, by demographics (continued), August 2013
APPENDIX – TOILET CLEANING BEHAVIOUR
Figure 92: Toilet cleaning behaviour, by demographics, August 2013
Figure 93: Toilet cleaning behaviour, by demographics (continued), August 2013
APPENDIX – BLEACH VS. SPECIALIST TOILET LIQUIDS/GELS
Figure 94: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Killing germs, by demographics, August 2013
Figure 95: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Removing stains, by demographics, August 2013
Figure 96: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Removing limescale, by demographics, August 2013
Figure 97: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Giving a fresh and pleasant smell, by demographics, August 2013
Figure 98: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Choice of scents, by demographics, August 2013
Figure 99: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Easy to use, by demographics, August 2013
Figure 100: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Long-lasting results, by demographics, August 2013
Figure 101: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Having a thicker consistency so product remains on the surface of toilet bowl, by demographics, August 2013
Figure 102: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Effectively cleaning under the toilet rim, by demographics, August 2013
Figure 103: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – Best value for money, by demographics, August 2013
Figure 104: Comparison of the effectiveness of bleach and liquid toilet cleaners/gels – More environmentally friendly, by demographics, August 2013

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