Household Cleaning Products - Ireland - June 2004

SUMMARY

The household cleaning products market is dominated by a handful of multinational companies, each offering a multitude of brands across the various product categories. Competition is increasingly intense.

Penetration of the range of household cleaning products is high in Ireland, as evidenced by the comprehensive data in the Consumer section of this report; the findings highlight possible opportunities for manufacturers to increase usage among specific consumer groups. This high level of penetration, allied to the intense competition within the market, has placed emphasis on new product development as a means of sustaining competitive advantage. Subsequently, Mintel has included a New Product Development section within this report, to provide an indication of emerging supply-side trends within the household cleaning products market. This report also provides a market size breakdown of the household cleaning products market in NI and RoI and market sales values for the leading players in NI and RoI.

Providing a fresh insight into the all the industry's current talking points, Mintel's analysis is designed to help you shape effective marketing strategies. Key issues discussed include:

• 'Maintenance' cleaning and other ways in which busier lifestyles have impacted on the market
• How high penetration levels of household cleaning products have prompted manufacturers to pursue alternative avenues for future growth
• Category trends and contrasts
• Key target consumer groups for manufacturers

TABLE OF CONTENTS

INTRODUCTION AND ABBREVIATIONS

• Definitions
• Geographical, national and regional definitions
• Conversion factors
• BMRB Target Group Index (TGI) sample sizes
• ABBREVIATIONS

EXECUTIVE SUMMARY

• 'MAINTENANCE' CLEANING IS A DIRECT CONSEQUENCE OF BUSIER LIFESTYLES
• HIGH PENETRATION LEVELS OF HOUSEHOLD CLEANING PRODUCTS HAVE PROMPTED MANUFACTURERS TO PURSUE ALTERNATIVE AVENUES FOR FUTURE GROWTH
• ALL-IRELAND HOUSEHOLD CLEANING PRODUCTS MARKET HAS GROWN BY 17% SINCE 1998
• ALL-PURPOSE AND KITCHEN CLEANERS IS THE LARGEST CATEGORY WITHIN THE MARKET IN ROI AND NI, FOLLOWED BY LIQUID BLEACH & DISINFECTANTS AND TOILET CARE PRODUCTS
• NEW PRODUCT TRENDS
• CONSUMERS IN NI SHOW HIGHER TENDENCIES TO USE HOUSEHOLD CLEANING PRODUCTS THAN THEIR SOUTHERN COUNTERPARTS

MARKET DRIVERS

• POPULATION
• Figure 1: Population trends, by age group, in thousands, RoI, 1998, 2003 and 2008
• Figure 2: Population trends, by age group, in thousands, NI, 1998, 2003 and 2008
• EMPLOYMENT AND THE CHANGING ROLE OF WOMEN
• Figure 3: Breakdown of labour force, by working status and gender, RoI, 1998-2003
• Figure 4: Breakdown of employed persons, by working status and gender, NI, 2000-03
• IMPACT OF HOUSEHOLD SIZE
• Figure 5: Average household size in RoI and NI, 1997-2002
• HYGIENE CONCERNS
• Figure 6: Number of notified cases of food poisoning, RoI and NI, 1992-2002
• PENETRATION LEVELS OF HOUSEHOLD CLEANING PRODUCTS ARE HIGH, LEADING TO DEVELOPMENT OF SPECIALIST CLEANERS TO DRIVE GROWTH
• Figure 7: Penetration levels for household cleaning products, RoI and NI, 2003
• BRAND EXTENSIONS BREATHING NEW LIFE INTO PRODUCT CATEGORIES
• Figure 8: Household cleaning product launches for selected brands, UK and RoI
• INTERIOR DESIGN DRIVING DIVERSIFICATION AND NPD
• Figure 9: Penetration of floor coverings, by type, RoI and NI, 2001-03
• IMPACT OF THE DISCOUNTERS

MARKET SIZE

• Figure 10: All-Ireland retail value sales of household cleaning products (at current prices),1998-2003
• Figure 11: Retail value sales of household cleaning products (at current prices), RoI and NI, 1998-2003
• RISING PREMIUM PRICES TO ADD FURTHER VALUE TO THE MARKET
• NEW FORMATS, BRAND EXTENSIONS AND RELAUNCHES HAVE STIMULATED THE MARKET
• MARKET SEGMENTATION
• HOUSEHOLD CLEANERS
• Figure 12: Retail value sales of household cleaning products, by type, RoI and NI, 2003
• POLISHES
• Figure 13: Retail value sales of polishes, by type, RoI and NI, 2003
• THE SUPPLY STRUCTURE
• SUPPLIER AND BRAND PROFILES
• JEYES
• LEVER FABERGÉ
• OZKLEEN
• PROCTER & GAMBLE
• RECKITT BENCKISER
• PRIVATE-LABEL PRODUCTS
• OTHER BRANDS/MANUFACTURERS

DISTRIBUTION

• Figure 14: Major grocery multiples and symbol group outlet numbers, by outlet type, RoI and NI, 2001 and 2003
• Figure 15: Major grocery multiples and symbol group outlet numbers, by retailer, RoI and NI, 1998, 2001 and 2003
• MULTIPLES AND LDRS ACCOUNT FOR 87% OF SALES IN ROI AND AND 89% OF SALES IN NI
• Figure 16: Retail distribution of household cleaning products in RoI, by store type, 2003
• NEW PRODUCT DEVELOPMENT
• Figure 17: New product launches of non-food goodsby category, RoI and UK, 2002 and 2003
• Figure 18: Total hard surface care and toilet care introductions by launch type - including new formulations, new packaging and product relaunches, RoI and UK, 2002 and 2003

NEW PRODUCT TRENDS

• Multi-functional claims
• Fragrances and ingredients
• New categories appearing in household cleaning market
• Innovation continues in wipes
• NPD in cleaning hardware negates the need for additional cleaning products...
• ...while manufacturers have also merged cleaning hardware with household cleaning
• products to offer innovative cleaning solutions at high price points

THE CONSUMER

• SPECIALIST VS MULTI-PURPOSE HOUSEHOLD CLEANERS
• Specialist cleaners gaining popularity at the expense of multi-purpose cleaners in RoI
• Figure 19: Penetration of specialist and multi-purpose household cleaners, by type, RoI, 2003
• NI consumers move away from multi-purpose cleaners
• Figure 20: Penetration of specialist and multi-purpose household cleaners, by type, NI, 2003
• FREQUENCY OF USE
• Figure 21: Frequency definitions, RoI and NI, 2003
• Figure 22: Usage of household cleaning products, by category, RoI and NI, 2002 and 2003
• Penetration of household cleaning products is highest among 35-54-year-olds in RoI
• Figure 23: Penetration of household cleaning products, by age and socio-economic grouping, RoI, 2003
• NI adults show higher tendencies to use household cleaning products than RoI adults
• Figure 24: Penetration of household cleaning products, by age and socio-economic grouping, NI, 2003
• HOUSEHOLD CLEANERS
• Format
• Half of RoI consumers use sprays and one in ten uses disposable wipes as a primary cleaning product
• Figure 25: Penetration of household cleaners, by format, RoI, 2002 and 2003
• Usage of secondary household cleaners drops in NI
• Figure 26: Penetration of household cleaners, by format, NI, 2002 and 2003
• Key user groups
• Increase in heavy/medium male users in RoI
• Figure 27: Usage of household cleaners, by gender, RoI, 2002 and 2003
• Little change in usage among NI adults, with NI women heavier users than in RoI
• Figure 28: Usage of household cleaners, by gender, NI, 2002 and 2003
• Usage of household cleaners peaks among 35-44-year-old C2D consumers in RoI
• Figure 29: Usage of household cleaners, by age and socio-economic group, RoI, 2003
• 15-24-year-olds in NI are key users of household cleaners
• Figure 30: Usage of household cleaners, by age and socio-economic group, NI, 2003
• FURNITURE POLISHES AND DUSTERS
• Format
• RoI consumers show low tendency to use secondary products
• Figure 31: Penetration of furniture polishes and dusters, by format, RoI, 2002 and 2003
• Sprays are more popular in NI than RoI
• Figure 32: Penetration of furniture polishes and dusters, by format, NI, 2002 and 2003
• Key user groups
• Large increase in the number of male users in RoI - potential exists in increasing frequency of use among RoI adults
• Figure 33: Usage of furniture polishes and dusters, by gender, RoI, 2002 and 2003
• NI adults heavier users of furniture polishes and dusters, with notable increases in the number of heavy/medium male users
• Figure 34: Usage of furniture polishes and dusters, by gender, NI, 2002 and 2003
• Importance of 35-44-year-olds to the household cleaning products market in RoI underlined by high usage of furniture polishes and cleaners
• Figure 35: Usage of furniture polishes and dusters, by age and socio-economic group, RoI, 2003
• 15-24-year-olds and 35-44-year-olds core users of furniture polishes and dusters in NI while ABC1 consumers groups are least frequent users
• Figure 36: Usage of furniture polishes and dusters, by age and socio-economic group, NI, 2003
• OVEN CLEANERS
• Key user groups
• Increase in the number of heavy and light users in RoI, with medium users declining
• Figure 37: Usage of oven cleaners, by gender, RoI, 2002 and 2003
• Usage of oven cleaners has experienced a sharp drop among NI men
• Figure 38: Usage of oven cleaners, by gender, NI, 2002 and 2003
• Core users for oven cleaners in RoI are older consumers within DEF social grades - indicating that oven cleaning is the preserve of the less time-pressed
• Figure 39: Usage of oven cleaners, by age and socio-economic group, RoI, 2003
• Less affluent consumers in NI make up core user group for oven cleaners, as in RoI
• Figure 40: Usage of oven cleaners, by age and socio-economic group, NI, 2003
• LAVATORY CLEANERS
• Format
• Liquid/gel cleaners with bleach are the most popular format in RoI
• Figure 41: Penetration of lavatory cleaners, by format, RoI, 2002 and 2003
• One in ten NI consumers has used lavatory cleaner wipes
• Figure 42: Penetration of lavatory cleaners, by format, NI, 2002 and 2003
• Key user groups
• Little change in overall usage of lavatory cleaners in RoI masks the increase of male medium/heavy users
• Figure 43: Usage of lavatory cleaners, by gender, RoI, 2002 and 2003
• Half of NI women use lavatory cleaners at least once a day - male heavy users increasing
• Figure 44: Usage of lavatory cleaners, by gender, NI, 2002 and 2003
• Heaviest users of lavatory cleaners in RoI aged 35+
• Figure 45: Usage of lavatory cleaners, by age and socio-economic grouping, RoI, 2003
• As in RoI, consumers aged 35+ are core users of lavatory cleaners in NI
• Figure 46: Usage of lavatory cleaners, by age and socio-economic grouping, NI, 2003
• FLUSH TREATMENT LAVATORY PRODUCTS
• Format
• In-cistern blocks most popular with RoI consumers...
• Figure 47: Penetration of Flush treatment lavatory products, by format, RoI, 2002 and 2003
• ...and with NI consumers, while in-bowl blocks are popular with nearly a quarter of NI consumers
• Figure 48: Penetration of flush treatment lavatory products, by format, NI, 2002 and 2003
• Key user groups
• Flush treatment lavatory products have almost equal appeal to RoI men and women
• Figure 49: Usage of flush treatment lavatory products, by gender, RoI, 2002 and 2003
• Drop in usage of flush treatment lavatory products among NI men has underpinned overall decreases in usage among NI adults
• Figure 50: Usage of Flush treatment lavatory products, by gender, NI, 2002 and 2003
• Flush treatment lavatory products have least appeal to RoI consumers aged 15-24, while consumers in two-person households are core users
• Figure 51: Usage of flush treatment lavatory products, by age and socio-economic grouping, RoI, 2003
• High penetration of flush treatment lavatory products among the consumer groups in NI is no guarantee of heavy usage
• Figure 52: Usage of flush treatment lavatory products, by age and socio-economic grouping, NI, 2003
• DOMESTIC BLEACHES
• Key user groups
• Consumers in the light usage group account for the largest percentage of all users in RoI - this user group is increasing as usage is becoming lighter
• Figure 53: Usage of domestic bleaches, by gender, RoI, 2002 and 2003
• Overall decreases in usage of bleach contrast with the increase in the number of heavy users in NI, particularly among men
• Figure 54: Usage of domestic bleaches, by gender, NI, 2002 and 2003
• Heaviest usage of domestic bleaches among 25-64-year-olds and C2D consumers in RoI
• Figure 55: Usage of domestic bleaches, by age and socio-economic grouping, RoI, 2003
• Usage of domestic bleach is higher throughout the NI consumer groups than in RoI
• Figure 56: Usage of domestic bleaches, by age and socio-economic grouping, NI, 2003
• BRAND LOYALTY
• Results suggest low penetration of private-label household cleaning products in RoI and NI
• Figure 57: Penetration of supermarket own brands for non-food grocery items, RoI and NI, May 2003
• Dunnes Stores customers in RoI show highest tendency to purchase own-brand household cleaning products...
• Figure 58: Penetration of supermarket own brands for non-food grocery items, by selected retailers, RoI, May 2003
• ...while Tesco customers show highest tendency to buy own brands in NI
• Figure 59: Penetration of supermarket own brands for non-food grocery items, by selected retailers, NI, May 2003
• Quality is the major barrier for brand-loyal consumers and the main driver for private-label consumers in RoI
• Figure 60: Agreement with statements related to supermarket own brands versus well-known brands, by tendency to purchase own brands of other non-food grocery items, RoI, May 2003
• Value is the motivation for private-label consumers in NI, while mixed responses from brand-loyal consumers suggest that quality has less influence on purchasing decision
• Figure 61: Agreement with statements related to supermarket own brands versus well-known
• brands, by tendency to purchase own brands of other non-food grocery items, NI, May 2003

THE FUTURE

• CONVENIENCE WILL CONTINUE TO BE IMPORTANT, PARTICULARLY FOR REJUVENATING FLAGGING
• PRODUCT CATEGORIES
• FRAGRANCE AND ADDITIONAL BENEFITS TO CREATE PRODUCT DIFFERENTIATION
• MANUFACTURERS MUST TARGET NEW AREAS OF ATTENTION TO STIMULATE DEMAND FOR NPD
• STREAMLINING OF PRODUCT RANGES NECESSARY TO REDUCE CONFUSION AT CONSUMER LEVEL
• CORE USERS REMAIN IMPORTANT BUT OPPORTUNITIES LIE IN TARGETING OTHER USER GROUPS
• HIGH-VALUE PRODUCTS TO ADD MORE VALUE TO MARKET

FORECAST

• ROI AND NI FORECASTS
• Figure 62: Market size forecasts for RoI and NI at current prices, 2003-08
• APPENDIX: NEW PRODUCT BRIEFS
• HOUSEHOLD CLEANING PRODUCTS
• APPENDIX: RESEARCH METHODOLOGY