09.28
Grocer, May 26, 2001
The total market for household cleaners and polishes has experienced a period of stagnation since 1996.
The market reached a value of a little over 493m [pounds sterling] in 2000, representing only 7% growth in 1995-2000.
This may be explained by a degree of switching back to multipurpose rather than task-specific products on the part of housewives possibly confused by the wide array of products available.
Although multipurpose products tend to be sold at a premium, it is clear that if one product will perform the tasks of three or four others in combination, volume sales of premium products will not be sufficient to offset revenue lost from abandoning task-specific lines.
Household cleaners and polishes are mainstream markets, not subject to distress purchase and, as such, distribution is dominated by grocery multiples.
This is more marked in cleaners (80%) than polishes (63%), since DIY outlets and hardware stores have a reasonable share in the latter.
With the exception of metal polish, all the products in the household cleaner sector have achieved household penetration levels of over 50%.
The majority are kept in at least 80% of households with general household cleaners and bleach exceeding 94%.
The problem for suppliers is not penetration but weight of usage. In every sector except lavatory cleaners and domestic bleach, low usage is the norm. Few tasks, with the exception of the former, are carried out more frequently than about once a week.
ATTITUDES TOWARDS HOUSEHOLD
CLEANING PRODUCTS, 2000
Base: 1,096 housewives %
I tend to stick to well known brands 54
I look for products on special offer 42
I use products which kill germs/are
antibacterial 40
I use products with a pleasant smell 40
I buy the products I've always bought 35
I am prepared to pay extra for a very
effective product 25
I tend to buy a shop's own label 20
I look for new products to try 17
I often buy products when I've tried a
free sample 17
I use products effective against limescale
16
Source: BMRB/Mintel