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Hard Surface Cleaning and Care - UK - April 2017

Hard Surface Cleaning and Care - UK - April 2017

“The dominance of multipurpose cleaners, a lack of product development and reduced advertising spend have created a perfect storm for the hard surface cleaners category, which continues to struggle to show growth despite the rising population and number of households. However, with discounting and product promotions reaching a plateau, growing concern about the impact of household cleaners on health could result in buying decisions being as guided by ingredient transparency and safety profile as by efficacy, convenience and low prices.”

–    Lucy Cornford, Category Director – Household Care

This report will cover the following areas:

Popularity of multipurpose cleaners is fostering a trade-down mentality
The benefits of injecting ‘fun’ into advertising
Raising interest in natural cleaners

TOC available on request

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