Householders want to clean quickly and efficiently, with as little hard work as possible
Elbow grease isn’t an ingredient in the latest cleaning products, as householders increasingly want to clean quickly and with as little effort as possible. And they’re willing to pay for it.
New cleaners that promise to work more efficiently, or across a range of areas, are rising in popularity, says David Briscoe, marketing analyst at McBride.
“Power cleaning will be a big part of household cleaning, as will the continuing move back to general purpose cleaners as opposed to task specific ones,”
he says.
Procter & Gamble’s first two products in the Flash Ultimate range aim to meet both demands - the wipes and spray offer superior multi-surface cleaning
performance, says marketing director for fabric and homecare Guiseppe Casareto. They use new technology that’s more abrasive and helps remove encrusted stains in both bathrooms and kitchens. “It’s a breakthrough,” says Casareto. “It’s been challenging to find a product that removes both grease in the kitchen and soap scum in the bathroom, but we’re now starting to be able to do that.”
But, he adds: “There’s room for specialist products - you still can’t have the ultimate de-greaser and ultimate limescale remover together in one product.”
ACDOCO reckons its Oxi Clean products have built up a bigger market for multi-purpose cleaning. But general manager James Conway admits: “The market is quite cyclical and advertising-driven as people then think they want more specific products, for example to clean stainless steel
cookers.”
The market for household cleaners was up 8% to £272m, according to TNS, while antiseptics and liquid disinfectant was up 7% to £33m last year. Furniture polish, however, lost a bit of its shine, dropping 11% to £22m.
The increases have been driven by innovation, such as stalwart Zoflora’s new fragrances and other new products waiting to take market share.
These include ACDOCO’s washing machine cleaning powder called Service-It - to clear fabric conditioner residues, limescale and clean the door seal - and a Bouchard Fridge Freezer Spray from IBA which de-ices and cleans fridges and freezers as well as microwaves.
There’s also Bin Fix bin liner dispensers that are lemon-scented and stick to the bottom of the bin with semi-permanent adhesive, revealing a new liner each time one is filled and emptied.
Bugs Away is a new surface cleaner and wipes brand that doesn’t contain bleach but promises to destroy germs, including MRSA and salmonella, while specialist household cleaning company Challs hopes proud householders might start giving their sinks and drains a spring clean with its Buster Sink Fresh and Drain Clear products.
MD Graham Burchell says: “The vast toilet cleaning market is about freshening and sanitising, not unblocking, and we believe there is a huge opportunity to increase sales of plughole products that give fresh, fragrant and hygienic sinks and waste outlets.”
Vileda is constantly bringing out new products and hopes that its new broom will sweep clean in the category.
Emmah Littlewood, senior brand manager at Vileda, says there’s been a return to traditional and more thorough cleaning methods, which means its new 2-in-1 range should appeal to consumers.
“The 2-in-1 concept has one side for one type of dirt, such as dust, and another side for another type of dirt, such as hairs. The split bristles provide a sweeping motion which collects dust and fine particles, while a removable foam blade behind the bristle layer traps the dust and prevents it escaping,” she says.
Consumers are evidently willing to pay more to get good results and a more pleasant experience, but do they care if it’s at the expense of the environment? According to Biocare, consumer attitudes are changing and people now want more environmentally-friendly products.
MD Tony Higson believes the household category is set to reflect the interest shown in organics in food and he is looking to expand inroads made by ecological brand Ecover and non-chemical brand Ozkleen with its new range of ‘green’ household cleaning products. “At the moment in the natural industry you can only buy an expensive product or one that’s competitively priced but doesn’t work as well,” he says.
Elbow grease isn’t an ingredient in the latest cleaning products, as householders increasingly want to clean quickly and with as little effort as possible. And they’re willing to pay for it.
New cleaners that promise to work more efficiently, or across a range of areas, are rising in popularity, says David Briscoe, marketing analyst at McBride.
“Power cleaning will be a big part of household cleaning, as will the continuing move back to general purpose cleaners as opposed to task specific ones,”
he says.
Procter & Gamble’s first two products in the Flash Ultimate range aim to meet both demands - the wipes and spray offer superior multi-surface cleaning
performance, says marketing director for fabric and homecare Guiseppe Casareto. They use new technology that’s more abrasive and helps remove encrusted stains in both bathrooms and kitchens. “It’s a breakthrough,” says Casareto. “It’s been challenging to find a product that removes both grease in the kitchen and soap scum in the bathroom, but we’re now starting to be able to do that.”
But, he adds: “There’s room for specialist products - you still can’t have the ultimate de-greaser and ultimate limescale remover together in one product.”
ACDOCO reckons its Oxi Clean products have built up a bigger market for multi-purpose cleaning. But general manager James Conway admits: “The market is quite cyclical and advertising-driven as people then think they want more specific products, for example to clean stainless steel
cookers.”
The market for household cleaners was up 8% to £272m, according to TNS, while antiseptics and liquid disinfectant was up 7% to £33m last year. Furniture polish, however, lost a bit of its shine, dropping 11% to £22m.
The increases have been driven by innovation, such as stalwart Zoflora’s new fragrances and other new products waiting to take market share.
These include ACDOCO’s washing machine cleaning powder called Service-It - to clear fabric conditioner residues, limescale and clean the door seal - and a Bouchard Fridge Freezer Spray from IBA which de-ices and cleans fridges and freezers as well as microwaves.
There’s also Bin Fix bin liner dispensers that are lemon-scented and stick to the bottom of the bin with semi-permanent adhesive, revealing a new liner each time one is filled and emptied.
Bugs Away is a new surface cleaner and wipes brand that doesn’t contain bleach but promises to destroy germs, including MRSA and salmonella, while specialist household cleaning company Challs hopes proud householders might start giving their sinks and drains a spring clean with its Buster Sink Fresh and Drain Clear products.
MD Graham Burchell says: “The vast toilet cleaning market is about freshening and sanitising, not unblocking, and we believe there is a huge opportunity to increase sales of plughole products that give fresh, fragrant and hygienic sinks and waste outlets.”
Vileda is constantly bringing out new products and hopes that its new broom will sweep clean in the category.
Emmah Littlewood, senior brand manager at Vileda, says there’s been a return to traditional and more thorough cleaning methods, which means its new 2-in-1 range should appeal to consumers.
“The 2-in-1 concept has one side for one type of dirt, such as dust, and another side for another type of dirt, such as hairs. The split bristles provide a sweeping motion which collects dust and fine particles, while a removable foam blade behind the bristle layer traps the dust and prevents it escaping,” she says.
Consumers are evidently willing to pay more to get good results and a more pleasant experience, but do they care if it’s at the expense of the environment? According to Biocare, consumer attitudes are changing and people now want more environmentally-friendly products.
MD Tony Higson believes the household category is set to reflect the interest shown in organics in food and he is looking to expand inroads made by ecological brand Ecover and non-chemical brand Ozkleen with its new range of ‘green’ household cleaning products. “At the moment in the natural industry you can only buy an expensive product or one that’s competitively priced but doesn’t work as well,” he says.
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