As the spring approaches and the weather begins to warm up, Britons bust open their windows and, perhaps may be less excitingly, their cleaning supplies cabinet too.
Although the tradition of spring cleaning has started losing its sheen as our lives and homes evolved, most Britons still prefer to refresh their homes after cold months.
However, after coming face to face with the unprecedented and unimaginable Covid-19 pandemic, the human race now has relearned the importance of all-the-year-round hygiene and cleanliness, all over again. After all, no one must have expected that in 2020, they would be relearning how to wash hands or disinfect door knobs!
As germaphobic’s nightmare unfolded, household cleaning supplies sold out nationwide as consumers scrambled to make their spaces and surfaces virus-free.
Consumer goods heavyweight Reckitt Benckiser (RB), which has Dettol, Lysol, Airwick and Cilit Bang brands on its books, had declared the highest sales growth rate in its 21-year history during the time.
Laxman Narasimhan, chief executive officer of the group, famously said that 2020 was a "turning point" for RB, adding the company had "navigated uncharted waters".
A report from Unilever suggested a shift in buying behaviour as well, claiming that people have more than doubled how often they clean, with 86 percent changing the way they clean their homes and 66 percent changing the way they wash their clothes.
Clearly, the pandemic elevated the status of cleaning products like never before. Interestingly, when it came down to survival, instead of shifting toward cheaper products, consumers inclined towards well-known, higher-priced and thus “reliable” ones.
No wonder, the UK government's message of “hands, face, space” during the Covid pandemic is still paying off for hygiene and cleaning products makers as well as retailers.
In fact, robust consumer demand enabled Procter & Gamble, maker of Tide detergent and Bounty paper towels, to attain higher sales in the last quarter of 2021 as well, even though it had increased prices on consumer goods.
Spray, Scrub, Clean
As Britons spend a lot of time at home, cleaning almost became therapeutic for some- be it bathroom or overall house.
In 2020, an estimated 8.4 million people used any Toilet Duck product, closely followed by Domestos products.
As per Statista, top selling brands of household cleaning products are Flash, Dettol, Cif, Mr Muscle and Cillit.
To banish soap scum and dirt from a bath, toilet, sink, or shower, many Britons swear by Flash Liquid Bathroom Cleaner. The products not only effectively removes existing soap scum, the brand also claims that it works double-time by creating a coating on bathroom surfaces to prevent future buildup.
Flash has been cleaning Britain’s floors for over sixty years now. Whilst they are most well known for their all-purpose cleaning liquids that many use to clean the hard floors in their house, they also provide bathroom sprays and antibacterial wipes too.
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For many, when it comes to cleaning their toilets and bathroom, they will always reach for Harpic, the product that also offers a wide range of different bleach cleaning products. From their classic limescale remover through to their power plus disinfectant and their active fresh cleaning gel, there is something for every shopper.
Dr. Beckmann Power-Foaming Toilet Cleaner is another very sought after product.
And when drains get blocked, people turn to Mr Muscle. Their sink and drain gel is a must-have for many households, yet they also sell surface cleaners too. The window and glass cleaner that they provide is another really popular product as well. Definitely a must-stock brand for every store.
Another noteworthy brand here is Cif. They are probably most well-known for their creme products and these are essential for many, but Cif too provides floor cleaner, wipes, bathroom and stainless steel spray as well.
Lately, antibacterial cleaners have been driving much of the global growth in the surface cleaning category.
Last year saw the entry of soap brand Lifebuoy into the homecare segment with a range of dermatologically-tested cleaning products. The range includes Lifebuoy Botanitech, Lifebuoy Multi-Surface Antibacterial Trigger Spray, Ecorefill and a 440ml General Purpose Cleaner.
Sparkling Clean
Ever since the first washing powder came into being nearly 100 years ago, companies are always adapting and finessing their formulas to make sure they not only clean our clothes but keep their whites bright and stain free.
The growing importance of healthier lifestyles, along with rising concerns among consumers about health and hygienic living, the constant urge of keeping apparels-free of germs and dirt has led to rise in per capita spending on laundry detergents.
The use of washing machines too has soared under lockdown as people hoped that clean clothes would keep Covid-19 at bay.
According to a survey, the average household carried out 36 per cent more washes during three months of lockdown than normal as almost half of the country used the washing machine more often than before. The elevated levels of garment cleansing is expected to continue.
The market size measured by revenue of the Soap & Detergent Manufacturing industry is £2.5bn in 2022 and is expected to increase 13.3 percent in 2022.
Data published by Statista earlier this year revealed a whopping 187.8 million units of household laundry detergent products were purchased by households across Great Britain in just one year.
While Ariel was one of the most sought after detergent brands until 2018, Fairy has emerged lately as a winner with their Fantastic Non-bio Washing Powder 130 Giga Pack XXL.
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According to data published by Statista, Vanish was on top as the most popular brand with thousands of loyal customers for each type of Vanish product- be it powder, spray, liquid, del or bar. Lenor and Ariel also have loyal customers, as do Dr Beckmann products.
The other washing powders which have been recording huge demand are Ariel - Improved Regular Washing Powder, Ariel - Professional Laundry Detergent Washing Powder, Daz - Expert Bio Washing Powder, Surf - Crisp Coconut Washing Powder, Bold - 2in1 Washing Powder, Lotus Flower & Lily and Bio D - Concentrated Non-Biological Washing Powder.
There is also an increasingly growing demand for laundry cleaning products that inhibit discoloration and deterioration of textiles.
Colour Catcher, the number one laundry sheet in the UK, launches Colour Catcher + Hygienic Cleanliness Laundry Sachet – a UK first laundry product with two in one benefits. It is expected to hit shelves very soon. The makers claim that the product will enable busy people to save time, energy and money.
Due to the lockdowns and stay-at-home orders throughout 2020, the dishwashing products market saw a huge spike of 18.8 percent. However, contrary to laundry cleaning products, usage of dish washing products is expected to drop a bit as out-of-home dining returns.
Flash Kitchen Cleaner spray remains a go-to choice among people to get rid of stubborn grease, grime and dirt build-up on kitchen stove and other surfaces.
Ozmo Fridge and Microwave Cleaner clean and disinfect- plus they neutralise odours. Fairy Liquid and its similar variations is the most sought after dishwashing product in the country, closely followed by Persil.
Wipe and Freshen
Wipes and kitchen towels are a staple part of every shopping list.
Regina Blitz is a long established brand and has been a household favourite for years. These sheets are one of the best at soaking, easily doing whole surfaces with one sheet.
Plenty has been another well-known household brand for decades.
Accrol, meanwhile, is set to introduce Magnum kitchen towel and Elegance toilet tissue - a fantastic new daily essentials range available to Unitas members.
“I’m really excited to bring Magnum kitchen towel and Elegance toilet tissue to the convenience market,” Ashley Taylor- Sales Director for Accrol, told Asian Trader.
“They offer shoppers amazing value at a time when the cost of living is going up and consumers want to pay less for the things they need. As well as being affordable for shoppers, we’re also able to deliver great margins for shop owners too – it really is a win, win!”
Magnum range offers overall household solutions with its range, including Magnum Super - a great value 2-ply everyday kitchen towel, Magnum Ultra – a strong 3-ply kitchen towel that’s very adsorbent yet economical and Magnum Mighty- a premium, super-strong 3-ply sheet perfect for household tasks.
However, Magnum ticks one more box here as it, along with Elegant toilet tissues, has been created with the environment in mind too. Magnum and Elegance are made from sustainably sourced FSC certified, made in the UK using 100 percent renewable energy and packaged in 30 percent recycled film which is 100 percent fully recyclable too. A perfect combination of price, quality and environment!
“Great value doesn’t have to be at the expense of the planet. At Accrol we take our responsibility to the environment seriously and recognise that sustainable products shouldn’t be at the expense of our customers and consumers,” Taylor said.
Magnum kitchen towel and Elegance toilet roll will be available to Unitas members in price marked packs from March 9 after getting launched at the Unitas Trade Show in Liverpool.
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Another interesting new product on the block is Cheeky Panda, a relatively new company, which focuses on producing eco-friendly rolls by using natural and sustainable bamboo. Their rolls are claimed to be free from fragrance, chlorine, bleach and chemicals while being strong at soaking up liquids and cleaning down the surfaces.
Innovations in aromatherapy and skincare infused paper are proving popular and are expected to drive the demand and compel consumers to pay a premium heading in the near future. There are also opportunities to shift marketing towards sustainability, with consumers focused on climate and environmental concerns now more than ever before.
Air fresheners are another recurring item on every household monthly list as well as on top-up ones.
Figures released by Statista shows that in 2020, an estimated 7.51 million people used any Air Wick product, an increase of around 800,000 people, compared to the previous year. The long-lasting plug-in air freshener from Air Wick is a popular choice which is made with essential oils that provides a lovely scent for up to 80 days.
With an even higher increase of around 1.2 million users compared to 2019, Febreze now leads the ranking with 7.98 million. Febreze Air spray is a popular choice which not only leaves a fresh smell, but also boasts OdourClear technology to clean away any long-lasting odours, too.
Glade air fresheners also enjoy a huge fan following.
The increasing urbanisation, better living standards, availability of new and innovative air fresheners, rising concern for the air quality- these are some of the factors that are expected to drive the growth of the air freshener market. Also, the rising investments in R&D activities to introduce natural and chemical free air fresheners is expected to propel the market growth in the coming years.
Lately, consumers have started moving towards candle air fresheners, as they are considered to be environmentally friendly and promote a healthy lifestyle as compared to electric air fresheners and sprays.
What’s future beholds
Gone are the days of cleaning the house by using nothing but strong chemicals and buckets of bleach. Customers are constantly on the lookout for new and innovative products and it is best that store owners keep the buyers’ interest in the store piqued by stocking new launches.
Attitudes towards plastic usage and recycling have changed and are becoming more important to consumers. Consumers’ awareness when purchasing everyday products has increased in recent years and products that focus on sustainability have recently developed from a niche product to a top seller.
Even if conventional cleaning agents are the cheaper alternative, more and more consumers are voluntarily choosing to buy products that are less harmful to nature and humans. Sustainability, for consumers, not only includes more environmentally friendly and degradable ingredients but also the product packaging.
Clearly, price and brands are taking a back seat while sustainability is becoming an increasingly important topic for consumers.
Also, products marked as “non-toxic”, “plant-based” and “all-natural” are rising in popularity, with products that are more pleasant to use, and safer around children and pets yet still do a good job of keeping home clean and sparkling are taking the lead.
Not only consumers are moving towards natural ingredients which are safer, free from harmful chemicals and gentler on skin as well as environment, they are also willing to pay more money for such natural and organic products.
Dettol recently announced that it is updating its entire disinfection wipes portfolio into biodegradable ones, implying consumers can continue their new cleaning habits with the peace of mind that they are being less harmful to the environment.
Unilever has partnered with LanzaTech and India Glycols to produce a surfactant made from industrial carbon emissions instead of from fossil-fuels. The innovative shift in production utilises biotechnologies and a newly configured supply chain between the three partners, who are working together for the first time.
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Aroma and fragrance are another factor that are expected to mould future product innovation.
From the past few years, the fragrance is playing a vital role in household cleaning products as consumers are increasingly looking for products that offer strong pleasant odour- a factor which is making the manufacturers come up with unique and differentiated products.
Aromatherapy can uplift the category and keep consumers engaged. Brands are seen focusing on the mental benefits that the whole cleaning process can provide, not just the outcome.
Interestingly, disinfectant liquid and foam carpet freshener from cleaning brand Fabulosa are becoming extremely popular among women for the exact same reasons. The product smells exactly like the popular line of Britney Spears' Fantasy- a top selling perfume in the UK since 2004.
Leading toilet hygiene brand Bloo’s new Fragrance Switch claims to keep toilets fresh with its new “10 percent more fragrance formula”. The product also provides two different scents between flushes to invigorate the senses by releasing a long-lasting fragrance in the bathroom. Additionally, Bloo has revamped its patented balls into marble-designed balls for aesthetic appeal.
RRP at £2.50, and available in two variants, Juicy Peach & Sweet Apple and Green Apple and Water Lily, the brand claims that rim blocks last up to 240 flushes.
Aroma is leading in laundry cleaning products too as fresh scents have overtaken whiteness as concentrates are gradually overtaking powders in terms of both laundry and dishwashing detergents.
In today’s time and age, Instagram and Tiktok are one of the top influencing factors in the shopper’s mind when they are in the household aisle.
Retailers should note that most millennial and middle age buyers closely follow social media influencers like Mrs Hinch- one of the UK’s most followed Instagram lifestyle influencers. Buzz is that her recommendations for Zoflora famously led to the brand needing to double its production. Mrs Hinch's favourite cleaning aid, Zoflora Multi-purpose Antibacterial Disinfectant, isn't just good at getting rid of bacteria in the home - it will also make it smell great. People also use it in the vacuum filters to release a fresh smell when they clean. Mrs Hinch recommends pouring capful down plugholes to leave drains smelling nice. Definitely a must-stock item!
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Recently, the brand expanded its range of beautifully fragranced disinfectants, with the launch of two new product formats – a Disinfectant Mist and a Multipurpose Disinfectant Cleaner.
Household cleaning aisle has its own challenges as shoppers here are notoriously known for not being brand loyal. New products and innovations lure them all the time as they switch brands and types every now and then. Clearly, the more diverse the shelves are, the better it will be for the store.
Wrap
Consumers’ emotional engagement with cleaning products have elevated to a never-seen-before level as the pandemic has turned cleaning brands into lifestyle brands.
During the pandemic, Britons seemed to have been gripped by some sort of OCD as they scrubbed and cleaned every surface to door knobs to sinks to floor to window panes.
Dangers of the pandemic might have passed, but the habits formed during the time are expected to stay for a long time to come. Independent retailers should make sure that their cleaning aisle is well-stocked all the time and resonate with their shoppers’ demand and preferences.
After suffering through survival scare over the last couple of years, fewer consumers now will be willing to overlook household aisle or trade cost for performance. However, they still won’t go extravagant here, especially when inflation is predicted to hit 7 per cent in spring.
Retailers should also make sure their household aisle is well-stocked with both traditional and popular as well as new and innovative products. Impulse purchases tend to run high in this aisle, especially when it comes to new products with claims of better results.
Store owners can also tantalise shoppers’ senses by keeping this aisle smelling fresh and pleasant. A display of a mix of new and popular products at the centre of the store during spring cleaning time not only will remind shoppers of what they are missing in their cleaning cabinets but also motivate them to try new products.
As clean becomes synonymous with “safe” and “pure”, a bit of extra focus on this aisle may enable convenience store owners to tap this trend and make some sparkling clean sales.
