Encouraging people to trade up is the biggest challenge facing the household cleaning equipment market, as most people see these products as staple, need-driven purchases that they do not want to pay more than they have to for. Brands need to encourage consumers to shift some of their focus away from ‘lowest price’ to looking for better value in terms of longer-lasting...

1. Household Cleaning Equipment - UK - June 2013
Encouraging people to trade up is the biggest challenge facing the household cleaning equipment market, as
most people see these products as staple, need-driven purchases that they do not want to pay more than they
have to for. Brands need to encourage consumers to shift some of their focus away from ‘lowest
price’ to looking for better value in terms of longer-lasting products and those with added benefits,
such as antibacterial protection or making cleaning easier.
table Of Content
introduction
definitions
abbreviations
executive Summary
the Market
figure 1: Best- And Worst-case Forecast Of Uk Sales Of Household Cleaning Equipment*, 2007-17
small Dip In 2012 Sales, But Return To Growth Expected
floor Cleaning Sees Fall In Sales
figure 2: Breakdown Of Retail Value Sales Of Household Cleaning Equipment, % Share By Segment, 2012
market Factors
more Households But Less Space Per Home
large Amount Of Time Spent Cleaning And Washing Up
companies, Brands And Innovation
npd Focuses On Economy And Ease Of Use
high Levels Of Trust For Branded Products
the Consumer
eight In Ten People Use Sponge Scourers
figure 3: Usage Of Scourers, Sponges And Cloths In Household, March 2013
big Emphasis On Versatility And Durability At A Low Price
figure 4: Factors Influencing Choice Of Cloths, Scourers Or Sponges, March 2013
washing-up Drives Replacement Purchasing Of Cloths And Scourers
figure 5: Agreement With Statements On Use Of Cleaning Equipment For Washing-up, March 2013
strong Interest In Number Of Product Improvements
figure 6: Interest In Various Product Features Of Household Cleaning Equipment, March 2013
what We Think
Household Cleaning Equipment - UK - June 2013

2. issues In The Market
how Can Brands Move Shoppers’ Focus Away From Lowest Price?
what Added Product Benefits Are Likely To Appeal In Cloths And Scourers?
can Product Improvements To Other Items Of Equipment Boost Sales?
do Existing Brand Associations Provide A Good Platform For Growth?
can Environmental Messages Help To Drive Sales Of Particular Products?
trend Application
trend: Help Me Help Myself
minimize Me
mintel Futures: Human
market Drivers
key Points
growth In Number Of Households
figure 7: Uk Households, By Size, 2007-17
homes Are Getting Smaller
figure 8: Number Of Bedrooms By All Households, 2009-12
figure 9: Breakdown Of Uk Residential Properties, By Floor Area, 2009-11
large Area Of Floor Space In Need Of Mopping
figure 10: Types Of Flooring Currently In Household, November 2012
ageing Population But Also More Children
figure 11: Trends In The Age Structure Of The Uk Population, 2007-17
time Spent Cleaning The Home
figure 12: Amount Of Time Spent On Average During A Typical Week Cleaning The Home, November 2012
attitudes Towards Household Cleaning
figure 13: Attitudes Towards Household Cleaning, November 2012
household Cleaning Priorities And Dislikes
figure 14: Top Cleaning Priorities And Most Disliked Cleaning Tasks, November 2012
washing-up Patterns
figure 15: Frequency With Which People Do Washing Up By Hand, February 2013
pressure On Household Budgets Puts Focus On Value
figure 16: Gdp Quarterly Percentage Change, Q1 2004-q2 2012
figure 17: Trends In How Respondents Would Describe Their Financial Situation, February 2009-april 2013
who’s Innovating?
key Points
own-label Outnumbered By Branded Launches In 2012
figure 18: New Product Launches In Uk Household Cleaning Equipment*, Index Of Total Launches And %
Share By Own-label And Branded, 2009-13
Household Cleaning Equipment - UK - June 2013

3. spontex Leads Branded Launches
figure 19: New Product Launches In Uk Household Cleaning Equipment*, % Share By Company, 2009-13
new Products Emphasise Value Attributes
figure 20: New Product Launches In Uk Household Cleaning Equipment*, % Share By Claim, 2009-13
new Packaging More Important In 2013
figure 21: New Product Launches In Uk Household Cleaning Equipment*, % Share By Launch Type,
2009-13
market Size And Forecast
key Points
dip In Sales Of Household Cleaning Equipment
figure 22: Uk Retail Sales And Forecast Of Household Cleaning Equipment*, At Current And Constant
Prices, 2007-17
the Future
figure 23: Best- And Worst-case Forecast Of Uk Sales Of Household Cleaning Equipment*, 2007-17
forecast Methodology
segment Performance
key Points
decline In Sales Of Floor Cleaning Equipment
figure 24: Uk Retail Value Sales Of Household Cleaning Equipment, By Segment, 2010-12
sponge Scourers Take Majority Of Scouring Product Sales
figure 25: Estimated Breakdown Of Uk Retail Value Sales Of Scouring Products, By Sub-category, 2012
rubber Gloves Boosted By Increase In Latex Prices
companies And Brands
spontex (mapa Spontex Uk Ltd)
figure 26: New Product Launches By Mapa Spontex, July 2012-march 2013
vileda
marigold (reckitt Benckiser)
bizzybee (bm Polyco)
scotch-brite (3m)
figure 27: New Product Launches By 3m Scotch-brite, June 2012-march 2013
sarah Smith (severn Delta Ltd)
enviroproducts
pledge/brillo (sc Johnson)
minky Homecare (minky)
other Cleaning Equipment Companies And Brands
figure 28: Other Companies And Brands In Household Cleaning Equipment, 2013
Household Cleaning Equipment - UK - June 2013

4. brand Research
brand Map
figure 29: Attitudes Towards And Usage Of Brands In The Household Cleaning Equipment Sector, April
2013
correspondence Analysis
brand Attitudes
figure 30: Attitudes By Household Cleaning Equipment Brand, April 2013
brand Personality
figure 31: Household Cleaning Equipment Brand Personality – Macro Image, April 2013
figure 32: Household Cleaning Equipment Brand Personality – Micro Image, April 2013
brand Experience
figure 33: Household Cleaning Equipment Brand Usage, April 2013
figure 34: Satisfaction With Various Household Cleaning Equipment Brands, April 2013
figure 35: Consideration Of Household Cleaning Equipment Brands, April 2013
figure 36: Consumer Perceptions Of Current Household Cleaning Equipment Brand Performance, April 2013
figure 37: Household Cleaning Equipment Brand Recommendation – Net Promoter Score, April 2013
brand Index
figure 38: Household Cleaning Equipment Brand Index, April 2013
figure 39: Household Cleaning Equipment Brand Index Vs. Recommendation, April 2013
target Group Analysis
figure 40: Target Groups, April 2013
figure 41: Household Cleaning Equipment Brand Usage, By Target Groups, April 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
2012 Sees Significant Rise In Adspend
figure 42: Main Media Advertising Expenditure On Household Cleaning Equipment*, 2009-13
thane Direct Sees Surge In Adspend
figure 43: Main Media Advertising Expenditure On Household Cleaning Equipment*, By Leading
Advertisers, 2009-13
vileda And Karcher Invest In Marketing Product Launches
figure 44: Main Media Adspend On Household Cleaning Equipment*, By Advertiser And Brand, 2012
tv The Dominant Choice Of Media
figure 45: Main Media Advertising Expenditure On Household Cleaning Equipment*, % Share By Media
Type, 2012
Household Cleaning Equipment - UK - June 2013

5. channels To Market
key Points
grocery Multiples Account For Bulk Of Sales
figure 46: Retail Distribution Of Household Cleaning Equipment, 2010-12
growing Number Of Discount/value Stores
consumer Usage Of Cleaning Equipment
key Points
sponge Scourers Using By Eight In Ten People
figure 47: Usage Of Scourers, Sponges And Cloths In Household, March 2013
over Half Use All-purpose Cloths
over Two Thirds Make Use Of Dusters
figure 48: Usage Of Other Cleaning Equipment In Household, March 2013
high Usage But Infrequent Purchasing In Floor Cleaning
over-45s Make Use Of More Cleaning Equipment
figure 49: Number Of Types Of Cleaning Equipment Used In Household, March 2013
factors Influencing Choice
key Points
versatile Cleaning Equipment The More Popular Choice
figure 50: Factors Influencing Choice Of Cloths, Scourers Or Sponges, March 2013
figure 51: Selected Factors Influencing Choice Of Cloths, Scourers Or Sponges, By Age, March 2013
younger Consumers Seek Lower Prices
well-known Brands Less Important
protecting Delicate Surfaces Is A Priority
opportunities For More Antibacterial Protection
cleaning Equipment And Washing-up
key Points
disposability Helps Drive Regular Purchasing
figure 52: Agreement With Statements On Use Of Cleaning Equipment For Washing-up And Other Cleaning
Tasks, March 2013
concern About Germs In Dish Cloths
figure 53: Agreement With Statements About Germs And Dish Cloths And Sponges, By Age And Presence
Of Children, March 2013
threat From Disposable Wipes And Kitchen Roll
rubber Gloves A Low Priority
interest In Product Features
Household Cleaning Equipment - UK - June 2013

6. key Points
improvements To Dusters Of Most Interest
figure 54: Interest In Various Product Features Of Household Cleaning Equipment, March 2013
figure 55: Interest In Improvements To Dusters And Dusting Equipment, By Age, March 2013
a Third Would Like Colour-changing Cloths/sponges
product Improvements For Floor Cleaning
figure 56: Interest In Improvements To Floor Cleaning Equipment, By Age, March 2013
reaching High Windows A Problem
appendix – Market Drivers
figure 57: Amount Of Time Spent On Average During A Typical Week Cleaning The Home, By
Demographics, November 2012
appendix – Market Size And Forecast
figure 58: Best- And Worst-case Forecast For Uk Retail Sales Of Household Cleaning Equipment*, At
Current Prices, 2012-17
figure 59: Unit Sales Of Household Cleaning Equipment, By Segment, 2010-12
appendix – Brand Research
figure 60: Brand Usage, April 2013
figure 61: Brand Commitment, April 2013
figure 62: Brand Momentum, April 2013
figure 63: Brand Diversity, April 2013
figure 64: Brand Satisfaction, April 2013
figure 65: Brand Recommendation, April 2013
figure 66: Brand Attitude, April 2013
figure 67: Brand Image – Macro Image, April 2013
figure 68: Brand Image – Micro Image, April 2013
figure 69: Profile Of Target Groups, By Demographics, April 2013
figure 70: Psychographic Segmentation By Target Groups, April 2013
figure 71: Brand Usage, By Target Groups, April 2013
brand Index
figure 72: Brand Index, April 2013
appendix – Consumer Usage Of Cleaning Equipment
figure 73: Usage Of Scourers, Sponges And Cloths In Household, By Demographics, March 2013
figure 74: Usage Of Scourers, Sponges And Cloths In Household, By Demographics (continued), March 2013
figure 75: Usage Of Scourers, Sponges And Cloths In Household, By Demographics (continued), March 2013
figure 76: Usage Of Other Cleaning Equipment In Household, By Demographics, March 2013
Household Cleaning Equipment - UK - June 2013

7. figure 77: Usage Of Other Cleaning Equipment In Household, By Demographics (continued), March 2013
figure 78: Number Of Types Of Cleaning Equipment Used In Household, By Demographics, March 2013
appendix – Factors Influencing Choice
figure 79: Factors Influencing Choice Of Cloths, Scourers Or Sponges, By Demographics, March 2013
figure 80: Factors Influencing Choice Of Cloths, Scourers Or Sponges, By Demographics (continued), March
2013
appendix – Cleaning Equipment And Washing-up
figure 81: Agreement With Statements On Use Of Cleaning Equipment For Washing-up And Other Cleaning
Tasks, By Demographics, March 2013
figure 82: Agreement With Statements On Use Of Cleaning Equipment For Washing-up And Other Cleaning
Tasks, By Demographics (continued), March 2013
appendix – Interest In Product Features
figure 83: Interest In Various Product Features Of Household Cleaning Equipment, By Demographics, March
2013
figure 84: Interest In Various Product Features Of Household Cleaning Equipment, By Demographics
(continued), March 2013
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Household Cleaning Equipment - UK - June 2013

8. Household Cleaning Equipment - UK - June 2013