Market reports, business information and market research from Midnight Croquet. Key Note Marketing Report. Detergents and Cleaners

About market research company Midnight Croquet and our market report services

Read about how Key Note create their market reports

KEY NOTE Household Detergents & Cleaners: February 2004

CLICK

TO BUY

This report covers: fabric care, household cleaners, dishwashing products, lifestyle trends, brand developments, natural influences, new media promotions, Global Market, EU States, The US, India & Sri Lanka,

Companies covered include: Dylon International, Heyes, Lever Fabergé, Proctor & Gamble, Reckitt Benckiser, Robert McBride, SC Johnson, Acdoco, Aquados UK, Ecover UK, OzKleen, Thornton & Ross, Persil, Surf, Comfort, Cif, Domestos, Ariel, Daz, Fairy, Mr Muscle,Orange Glo, Henkel, Buck UK,

EXECUTIVE SUMMARY

Executive Summary The UK market for household detergents and cleaners increased in value by 10.4% between 1999 and 2003, to reach £1.95bn. The main sectors are fabric care, household cleaners and dishwashing products, which encompass a broad range of products.

The fabric care sector contains a large number of leading retail brands, such as Persil and Ariel, and has seen a high level of development since the mid-1990s. The introduction of liquid products was overtaken by measured-dose products, initially tablets and more recently liquid pouches. The new ranges have been positively received, which has helped to maintain spending levels in the sector. Household cleaners encompass a wide range of products from general kitchen and bathroom cleaners to stain removers, toilet gels and oven cleaners.

As with the other sectors, there has been some evolution in the product range. Trigger sprays were well received from the mid-1990s and subsequent developments have included gel and mousse formats, as well as wipes for more convenient use. In the dishwashing sector, growth has been driven by increased demand for products for machine use. This has been in line with a rise in the level of ownership of dishwashers since the late 1990s and is set to continue. Product development has also been ongoing in handwashing brands, with new fragrances and packaging among the developments that have taken place.

The UK market is dominated by a handful of large companies, which supply the leading brands in each sector. These include Lever Fabergé with Persil, Surf, Comfort, Cif and Domestos; Procter & Gamble with Ariel, Daz, Fairy and Flash; and Reckitt & Benckiser with Finish 3 in 1, Vanish and Dettol. The retailer own-label market is also well established, with leading suppliers to this market including Robert McBride Ltd. All products in this market show high levels of consumer penetration in the UK.

Nearly all households buy across the three main categories. However, this means that there is relatively little scope to build volume sales in the market. Increases will continue to be driven by value rises instigated by ongoing product development. Key Note forecasts that growth in the market will remain positive.

TABLE OF CONTENTS

Executive Summary

1. Market Definition

REPORT COVERAGE

MARKET SECTORS

Fabric Care

Household Cleaners

Dishwashing Products

MARKET TRENDS

Lifestyle Trends

Natural Influences

Innovation for Convenience

Brand Developments

New Media Promotions

ECONOMIC TRENDS

Gross Domestic Product

Table 1: UK Gross Domestic Product at Current

and Constant 1995 Prices (£m), 1998-2002

Household Disposable Income

Table 2: Average UK Household Disposable Income

(£ and %), 1998-2002

Number of Households

Table 3: Household Size in Great Britain

by Number of People (%), 1971-2002

MARKET POSITION

The UK

Table 4: Indices of Total Consumer Expenditure and Consumer Expenditure on Non-Durable Household Goods

(index 1999=100), 1999-2003

Overseas

2. Market Size

THE TOTAL MARKET

Table 5: The Total UK Market for Household Detergents

and Cleaners by Value at Current Prices

(£m at rsp), 1999-2003

BY MARKET SECTOR

Fabric Care

Table 6: The Fabric Care Sector by Value at Current Prices

(£m at rsp and %), 1999-2003

Fabric Washing

Fabric Conditioners

Household Cleaners

Table 7: The Household Cleaners Sector by Value

at Current Prices (£m at rsp and %), 1999-2003

Dishwashing Products

Table 8: The Dishwashing Sector by Value at Current Prices

(£m at rsp and %), 1999-2003

Table 9: Ownership of Dishwashers

(% of households), 1995-2001

OVERSEAS TRADE

Imports

Table 10: Imports of Non-Toilet Soaps, Detergents

and Cleaners by Value (£000), 2001 and 2003

Exports

Table 11: Exports of Non-Toilet Soaps, Detergents

and Cleaners by Value (£000), 2001 and 2003

3. Industry Background

RECENT HISTORY

INDUSTRY SYNOPSIS

Table 12: Industry Synopsis for Manufacturers of Soaps,

Detergents and Cleaning and Polishing Preparations

(£000, % and £)

NUMBER OF COMPANIES

Table 13: Number of VAT-Based Enterprises Engaged

in the Manufacture of Soaps and Detergents

by Turnover Sizeband (number and %), 2003

EMPLOYMENT

Table 14: Number of VAT-Based Enterprises Engaged

in the Manufacture of Soaps and Detergents

by Employment Sizeband (number and %), 2003

DISTRIBUTION

Table 15: Retail Distribution of Household Detergents

and Cleaners by Type of Outlet by Value (%), 2003

HOW ROBUST IS THE MARKET?

LEGISLATION

key TRADE ASSOCIATIONS

UK Cleaning Products Industry Association

British Cleaning Council

4. Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

Dylon International Ltd

Company Structure