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.
(0 items)
