Washing and cleaning are not most people’s idea of fun, so manufacturers are coming up with more powerful products that make the job quicker and easier, reports Helen Gregory
Let’s face it, household chores such as washing and cleaning aren’t most people’s idea of fun, so manufacturers are developing more powerful and versatile products that do the job quicker and better, leaving consumers with more time to do the things they enjoy.
That said, British consumers have the most enthusiastic attitudes towards cleaning in western Europe, according to Mintel, and are keen to try out more convenient and segmented products.
Multi-purpose formats in particular have driven value and appeal to consumers who don’t like to use too much elbow grease, while an emphasis on power as a prime focus for products has captured householders’ imaginations. “Power cleaning will definitely be the thing this year, along with multi-purpose products,” advises Barry Carter, category manager at Musgrave Budgens Londis. “What’s important to consumers? The product has to be fit for its performance - it has to do what it says on the pack.”
Household is becoming a pretty sophisticated area of the store. With all the research and development, time and money being put into it, the category is set to mirror the cosmetic industry in future, becoming more task specific. It is even being linked with fashion trends, with fragrances such as menthol and lemongrass in washing-up liquid.
According to TNS, the total household and paper products category is worth nearly £4.5bn, with laundry products and toilet tissue taking the biggest share. However, the market has grown by less than 1% in value in the past year, mainly due to price deflation from
heavy promotions.
The best performing sectors have been household cleaners, washing-up liquids and air fresheners. Manufacturers are coming up with more products such as drain fresheners and fridge cleaners. However, David Briscoe, marketing analyst at McBride, reckons consumers are becoming more sceptical about ‘wonder’ products.
“Most of the markets are very mature and consumers seem to have wised up to gimmicks such as toilet cleaner brushes, power mops and stain erasers.”
Claire Rodman, senior product manager at Thornton & Ross, owner of the Zoflora brand, says there is increasing consumer expectation. “Consumers are more discerning and savvy, increasingly shopping the fixture for deals and innovations,” she says.
Once a new concept is familiar to consumers, an own-label version will spring up and many thrifty shoppers will switch to it, which explains why the category’s value sales are in decline. “However, retailers must be aware that they don’t push own-label prices down too low. Otherwise consumer perception will decline and they won’t have confidence in buying these products,” advises
Briscoe.
Economising doesn’t seem to be a problem in the paper category, which has enticed more shoppers into buying premium products such as Andrex Quilts and Lotus Freshness. Consumers don’t appear to be bothered if trees suffer in the process, as recycled paper sales dropped 25% to £36.3m [ACNielsen MAT to December 24, 2005].
However, more and more washing and cleaning products are containing fewer chemicals. MBL’s Carter says: “Consumers are increasingly ecologically aware and we’re seeing growth in environment-friendly products. MBL does very well with the Ecover brand and has seen exceptional growth of 75%, albeit from a low base.”
Meanwhile, Morrisons senior buyer for washing Fergus Dodds believes there is evidence that manufacturers are working to reduce the weight and further concentrate washing powders.
There are certainly more laundry products pushing the green angle, but the category hasn’t been particularly innovative of late.
Dishwashing product manufacturers hope to clean up with the next generation of machine cleaners, promising better results and a less messy process. But some manufacturers are calling for a bit of a spring clean to make the category easier to shop.
Chris Pote, category director at Unilever UK Home and Personal Care, says: “Our advice to retailers is to simplify household fixtures and ensure they are offering the right product ranges in the right pack sizes.”
Let’s face it, household chores such as washing and cleaning aren’t most people’s idea of fun, so manufacturers are developing more powerful and versatile products that do the job quicker and better, leaving consumers with more time to do the things they enjoy.
That said, British consumers have the most enthusiastic attitudes towards cleaning in western Europe, according to Mintel, and are keen to try out more convenient and segmented products.
Multi-purpose formats in particular have driven value and appeal to consumers who don’t like to use too much elbow grease, while an emphasis on power as a prime focus for products has captured householders’ imaginations. “Power cleaning will definitely be the thing this year, along with multi-purpose products,” advises Barry Carter, category manager at Musgrave Budgens Londis. “What’s important to consumers? The product has to be fit for its performance - it has to do what it says on the pack.”
Household is becoming a pretty sophisticated area of the store. With all the research and development, time and money being put into it, the category is set to mirror the cosmetic industry in future, becoming more task specific. It is even being linked with fashion trends, with fragrances such as menthol and lemongrass in washing-up liquid.
According to TNS, the total household and paper products category is worth nearly £4.5bn, with laundry products and toilet tissue taking the biggest share. However, the market has grown by less than 1% in value in the past year, mainly due to price deflation from
heavy promotions.
The best performing sectors have been household cleaners, washing-up liquids and air fresheners. Manufacturers are coming up with more products such as drain fresheners and fridge cleaners. However, David Briscoe, marketing analyst at McBride, reckons consumers are becoming more sceptical about ‘wonder’ products.
“Most of the markets are very mature and consumers seem to have wised up to gimmicks such as toilet cleaner brushes, power mops and stain erasers.”
Claire Rodman, senior product manager at Thornton & Ross, owner of the Zoflora brand, says there is increasing consumer expectation. “Consumers are more discerning and savvy, increasingly shopping the fixture for deals and innovations,” she says.
Once a new concept is familiar to consumers, an own-label version will spring up and many thrifty shoppers will switch to it, which explains why the category’s value sales are in decline. “However, retailers must be aware that they don’t push own-label prices down too low. Otherwise consumer perception will decline and they won’t have confidence in buying these products,” advises
Briscoe.
Economising doesn’t seem to be a problem in the paper category, which has enticed more shoppers into buying premium products such as Andrex Quilts and Lotus Freshness. Consumers don’t appear to be bothered if trees suffer in the process, as recycled paper sales dropped 25% to £36.3m [ACNielsen MAT to December 24, 2005].
However, more and more washing and cleaning products are containing fewer chemicals. MBL’s Carter says: “Consumers are increasingly ecologically aware and we’re seeing growth in environment-friendly products. MBL does very well with the Ecover brand and has seen exceptional growth of 75%, albeit from a low base.”
Meanwhile, Morrisons senior buyer for washing Fergus Dodds believes there is evidence that manufacturers are working to reduce the weight and further concentrate washing powders.
There are certainly more laundry products pushing the green angle, but the category hasn’t been particularly innovative of late.
Dishwashing product manufacturers hope to clean up with the next generation of machine cleaners, promising better results and a less messy process. But some manufacturers are calling for a bit of a spring clean to make the category easier to shop.
Chris Pote, category director at Unilever UK Home and Personal Care, says: “Our advice to retailers is to simplify household fixtures and ensure they are offering the right product ranges in the right pack sizes.”
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