Household Detergents & Cleaners

2009 UK Market Report

Publication Date	September 2009
Publisher	Key Note
Product Type	Report
Pages	96
ISBN Number	not applicable
Product Code	KEY00185

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Summary

This Key Note Market Report examines the UK household detergents and cleaners market. The market experienced an overall growth of 7% between 2004 and 2008, although a contraction of 0.3% was seen in 2005. For the purposes of this report, the industry is divided into three sectors: fabric care, which includes detergents and conditioners and takes the biggest share of sales in the overall market; household cleaning products, comprising a diverse range of items such as surface cleaners, bleaches and polishes; and dishwashing products, which have experienced the highest and most consistent level of growth over the review period, mainly driven by the rise in dishwasher ownership.

The household detergents and cleaners market is dominated by the leading suppliers and their brands: Unilever, Procter & Gamble and Reckitt Benckiser; however, smaller more specialist suppliers have also made some headway in recent years, such as Ecover and Dr Beckmann. In addition, there is a strong retailer own-brand presence across all of the market sectors.

The industry is relatively mature, with a high rate of penetration across consumers, but new product development (NPD) activity continues to push the market forward. The main drivers in recent years have been premium and convenience formulations of existing products, as well as more eco-friendly brands.

The recession that began in the UK in 2008 is likely to have had a positive effect on the detergents and cleaners market. This is largely due to the fact that staying in and entertaining guests has increased in popularity as consumers attempt to cut costs, and, therefore, household cleanliness has become more important. The two consecutive summers of relatively wet weather in 2007 and 2008 also contributed to consumers spending more time in the home, and market growth was higher in these 2 years than it was between 2004 and 2006, when warmer climates were experienced.

The market is expected to experience year-on-year growth in the 5 years ending 2013, although some of this will be cost driven. Key Note forecasts that the value of the market will increase by 9.9% over this period to stand at ??2.42bn in 2013.

Content

Foreword
Executive Summary
1. Market Definition
- REPORT COVERAGE
- MARKET SECTORS
- Fabric Care
- Household Cleaning Products
- Dishwashing Products
- MARKET TRENDS
- Maintaining the Luxury Lifestyle
- Staying In is the New Going Out
- Tertiary Branding
- Green Issues
- Premium Scents
- ECONOMIC TRENDS
- Population
- Gross Domestic Product
- Inflation
- Unemployment
- Household Disposable Income
- MARKET POSITION
- The UK
- Overseas
2. Market Size
- THE TOTAL MARKET
- Premium Choices
- Environment Costs
- Effective Products
- New Formats
- Specialist Choices
- Cost Rises
- Price Consciousness
- BY MARKET SECTOR
- Fabric Care
- Household Cleaning Products
- Dishwashing Products
- OVERSEAS TRADE
3. Industry Background
- RECENT HISTORY
- NUMBER OF COMPANIES
- EMPLOYMENT
- DISTRIBUTION
- HOW ROBUST IS THE MARKET?
- LEGISLATION
- REACH
- KEY TRADE ASSOCIATIONS
- International Association for Soaps, Detergents and Maintenance Products
- The UK Cleaning Products Industry Association
4. Competitor Analysis
- THE MARKETPLACE
- MARKET LEADERS
- Acdoco Ltd
- Ecover (UK) Ltd
- Jeyes Ltd
- SC Johnson Ltd
- McBride PLC
- Procter and Gamble Holdings (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
- Recent Campaigns
- Exhibitions
5. Strengths, Weaknesses, Opportunities and Threats
- STRENGTHS
- WEAKNESSES
- OPPORTUNITIES
- THREATS
6. Buying Behaviour
- CONSUMER PENETRATION
- By Sex
- By Age
- By Social Grade
7. Current Issues
- CORPORATE ACTIVITY
- Aquados
- Booths
- Co-operative Group
- JML
- Method
- REFILLABLE PACKAGING
8. The Global Market
- EUROPEAN MARKET
- GLOBAL MARKETPLACE DEVELOPMENTS
- Environmental Moves
- Shifting Marketing Spend Online
- GLOBAL COMPANY DEVELOPMENTS
- Unilever Sells North American Laundry Business
- PandG Sell Direct
9. Forecasts
- INTRODUCTION
- The Economy
- FORECASTS TO
- MARKET GROWTH
- FUTURE TRENDS
- Consumer Trends
- Product Development
- Competitor Developments
10. Company Profiles
- INTRODUCTION
- DEFINITIONS
- Turnover (Sales)
- Pre-Tax Profit
- Profit Margin
- Average Remuneration
- Sales per Employee
- FURTHER INFORMATION
11. ACDOCO 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
12. 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
13. 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
14. SC JOHNSON LTD
- Previous Name(s) and Date(s) of Change
- Principal Activities
- SIC Code
- Structure
- Recent Developments
- FINANCIAL PROFILE
- Sales
- Profits
- Employees
- Balance Sheet/Ratios
15. 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
16. PROCTER and GAMBLE PRODUCT SUPPLY (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
17. 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
18. 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
19. Further Sources
- Associations
- Publications
- General Sources
- Government Publications
- Other Sources
- Key Note Sources
- Key Note Ltd
20. Understanding TGI Data
- Number, Profile, Penetration
- Social Grade
- Standard Region
21. Key Note Research
22. The Key Note Range of Reports