Household Detergents & Cleaners 2012

  • November 2012
  • -
  • Key Note Publications Ltd

Executive Summary

This Key Note Market Report analyses the household detergents and cleaning products industry in the UK. It calculates that the market grew by 2.2% in 2011. This was its lowest growth over the past 5 years.
The report divides the market into three principles categories: fabric care, household cleaning products and dishwashing products. Laundry detergents and conditioners make up more than half the market. However, the fabric care segment underwent the slowest growth of all three categories. The variety in the household cleaning products section means that it accounts for 30.5% of the market. Hand and automatic dishwashing products, in addition to cleaners designed to protect the domestic appliance, are classified under the final heading. Washing up liquid accounts for the bulk of the category, since the majority of consumers in the UK do not own a dishwasher.
A number of household detergents and cleaners are considered everyday essentials by consumers in the UK, including washing up liquid and laundry detergent. This means that there is a persistent demand for such goods, even during times of economic uncertainty. However, due to the economic crisis, market saturation and competition have hindered both volume and value sales in the industry. Moreover, manufacturers’ profits are being drained by innovation and marketing campaigns that are helping to maintain dynamism in the market. It is important for brands to invest in both of these activities to drive sales. Although brands continue to dominate the market, consumers are on the prowl for the best value and are willing to set aside brand loyalty for an equivalent product.
The two primary concerns for consumers in the industry are good value and efficiency. Consumers are leading increasingly fast-paced lifestyles and do not have the time or desire to spend hours cleaning. In response, manufacturers have been keen to facilitate their lives by introducing easy-to-use, hassle-free products that continue to clean after application. These give a fresh smell and clean-feel to homes. Multi-purpose cleaners are the star performer in the market as these save consumers both time and money. These perform more than one task in one go, in addition to cleaning various rooms and fixtures around the home. Their flexibility and encompassing nature means that they are cost-effective for consumers, saving them the task of buying products separately.
In spite of tough market conditions and the economic crisis, Key Note predicts that the household detergents and cleaners market in the UK will continue growing over the next 5 years. It is expected to rise by 6.6% between 2012 and 2016.

Table Of Contents

Table of Contents

Foreword
Executive Summary
Market Definition
REPORT COVERAGE
MARKET SECTORS
Fabric Care
Household Cleaning Products
Dishwashing Products
MARKET TRENDS
Quality Products
Demand for Convenience
Tough Market Conditions
The Economic Crisis
ECONOMIC TRENDS
MARKET POSITION
The UK
Overseas
Market Size
THE TOTAL MARKET
Multi-Purpose Cleaners
Effective Products
Good Value
BY MARKET SECTOR
Fabric Care
Household Cleaning Products
Dishwashing Products
OVERSEAS TRADE
General Overview
Imports
Exports
Industry Background
RECENT HISTORY
NUMBER OF COMPANIES
EMPLOYMENT
REGIONAL VARIATIONS IN THE MARKETPLACE
DISTRIBUTION
HOW ROBUST IS THE MARKET?
LEGISLATION
EU Industrial Emissions Directive/
KEY TRADE ASSOCIATIONS
International Association for Soaps, Detergents and Maintenance Products
The UK Cleaning Products Industry Association
Competitor Analysis
THE MARKETPLACE
MARKET LEADERS
Acdoco Ltd
Ecover (UK) Ltd
Jeyes Ltd
SC Johnson Ltd
McBride PLC
Proctor and Gamble Product Supply (UK) Ltd
Reckitt Benckiser Group PLC
Unilever UK Ltd
OTHER COMPANIES
Dylon International Ltd
Orange Glo
OzKleen
OUTSIDE SUPPLIERS
MARKETING ACTIVITY
Main Media Advertising Expenditure
Exhibitions
Strengths, Weaknesses, Opportunities and Threats
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Buying Behaviour
CONSUMER PENETRATION
By Sex
By Age
By Social Grade
By Region
Current Issues
CORPORATE ACTIVITY
Dizolve
Ecover (UK) Ltd
Jeyes Ltd
McBride PLC
Unilever UK Ltd
The Global Market
EUROPEAN MARKET
GLOBAL MARKETPLACE DEVELOPMENTS
Investing in Emerging Markets
Sustainable Growth
Forecasts
INTRODUCTION
General Economic Forecasts
FORECASTS TO
MARKET GROWTH
FUTURE TRENDS
Innovation with a Focus on Efficiency and Convenience
Growing Presence of Own Labels
Pressure on Household Detergents and Cleaners Manufacturers
Company Profiles
INTRODUCTION
DEFINITIONS
Turnover (Sales)
Pre-Tax Profit
Profit Margin
Average Remuneration
Sales per Employee
FURTHER INFORMATION
ECOVER (UK) LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Code
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
JEYES LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
MCBRIDE PLC
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
PROCTER and GAMBLE PRODUCT SUPPLY (UK) LIMITED
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Code
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
RECKITT BENCKISER GROUP PLC
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
SC JOHNSON LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Code
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
UNILEVER UK LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
Further Sources
Associations
Publications
General Sources
Government Publications
Other Sources
Key Note Sources
Key Note Ltd
Understanding Consumer Survey Data
Number, Profile, Penetration
Social Grade
Standard Region
Key Note Research
The Key Note Range of Reports

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