2014 Household Cleaning Equipment Market Share In UK

The increasing popularity of steam cleaners poses a potential threat to traditional cleaning equipment, with consumers favouring their ability to rid the house of germs without resorting to hefty chemicals. Traditional cleaning equipment brands now have an opportunity to respond to this challenge, either by creating more products that are able to clean surfaces and remove bacteria with just water, or else by creating extension products that work alongside steam cleaners for enhanced results.

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Table of Content

Introduction

Definitions
Abbreviations

Executive Summary

Growth damaged by falling floor care sales
Figure 1: Best- and worst-case forecast of UK sales of household cleaning equipment*, 2009-19
Market drivers
Completely new products in decline
Sponge scourers the most popular cleaning equipment product
Figure 2: Equipment used for dishwashing and household cleaning, July 2014
Shoppers weigh up cost vs quality for dishwashing equipment
Figure 3: Factors important when choosing dishwashing equipment, July 2014
Opportunity to bolster antimicrobial product ranges
Figure 4: Attitudes towards cleaning equipment, July 2014
Consumers keen to make their floors germ-free as well as dirt-free
Figure 5: Attitudes towards floor cleaning equipment, July 2014
What we think

Issues and Insights

Leveraging the growing popularity of steam cleaners
The facts
The implications

Trend Application

Trend: Who Needs Humans?
Trend: Extend My Brand
Futures Trend: Old Gold

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Market Drivers

Key points
Growth in elderly and juvenile populations create growth prospects
Figure 6: Trends in the age structure of the UK population, 2009-19
Number of households expected to grow
Figure 7: UK households, by size, 2009-19
Types of flooring in households
Figure 8: Types of flooring in the home, July 2014
Dishwasher ownership
Figure 9: Proportion of households with a dishwasher, February 2014
Figure 10: Frequency of doing the washing up by hand, by ownership of a dishwasher, February 2014
Disposable income on the up
Figure 11: Trends in how respondents would describe their financial situation, June 2009-June 2014

Who’s Innovating?

Key points
Completely new products in decline
Figure 12: New product launches in UK household cleaning equipment*, % share by launch type, 2010-14
Own-label vs branded launches
Figure 13: New product launches in UK household cleaning equipment*, index of total launches and % share by own-label and branded, 2010-14
Mapa Spontex retains its NPD lead
Figure 14: New product launches in the UK household cleaning equipment category, % share by company, 2013
Figure 15: Examples of UK product launches in the cleaning equipment category by Mapa Spontex, Q3 2013-Q2 2014
Price and convenience primary areas of focus
Figure 16: New product launches in UK household cleaning equipment*, % share by claim (based on top 10 for 2013), 2011-14

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