Multi-purpose or task-specific? That's the big question facing consumers when it comes to cleaning products. In its latest report, Mintel predicts that manufacturers will go back to multi-purpose convenience offerings because under-sink cupboards have become choked full of task specific products.
Chris Pote, director of home and personal care, at Unilever UK, is less convinced, however. "Multi-purpose growth is all well and good, but consumers will switch to a task-specific product if the multi-purpose one doesn't deliver," he says.
Unilever had a phenomenal 2006 when its household cleaning and bleach lines together grew 7%, claims Pote.
He admits the marketplace is crowded but says Unilever has focused on core brands, simplified brand messages and implemented a promotional strategy that has focused on adding value instead of cutting prices.
"Shoppers sometimes panic about the household cleaning fixture so there's a need to simplify the area," he says. "Eighty per cent of the current category value comes from just 20% of SKUs on shelf. The strategy has to be sign simplification and rationalisation of the product range."
There's more consumer engagement now, argues Pote: "Manufacturers have worked to build on the 'house proud' mentality. The challenge is how you translate emotional connections to bring excitement to household cleaning." Excitement may over-state the case but there's going to be even more interest in the category this year as more new products come on to the market.
Acdoco has teamed up with Britain's Queens of Clean - Kim and Aggie - to launch non-harmful cleaning solutions under the Squeeki Clean brand. The products, available from March, promise to get back to basics and simplify cleaning.
The big players are also promising plenty of NPD. Reckitt Benckiser plans to revitalise the disinfectant category with a new, premium range of Dettol liquids, which will come in three fragrances - lavender & orange oil, sea minerals and no taint no odour.
"The fragrances and modern graphics will be key to bringing in new users to the category," says Reckitt Benckiser category development manager, Raghu Krishnan.
In the US products that make cleaning easier - such as SC Johnson's Scrubbing Bubbles automatic shower cleaner - have provided a big hit.
But David Briscoe, market analyst for Surcare, isn't sure the trend will catch on over here. He says: "Wipes probably remain the ultimate in mainstream convenience."
Chris Pote, director of home and personal care, at Unilever UK, is less convinced, however. "Multi-purpose growth is all well and good, but consumers will switch to a task-specific product if the multi-purpose one doesn't deliver," he says.
Unilever had a phenomenal 2006 when its household cleaning and bleach lines together grew 7%, claims Pote.
He admits the marketplace is crowded but says Unilever has focused on core brands, simplified brand messages and implemented a promotional strategy that has focused on adding value instead of cutting prices.
"Shoppers sometimes panic about the household cleaning fixture so there's a need to simplify the area," he says. "Eighty per cent of the current category value comes from just 20% of SKUs on shelf. The strategy has to be sign simplification and rationalisation of the product range."
There's more consumer engagement now, argues Pote: "Manufacturers have worked to build on the 'house proud' mentality. The challenge is how you translate emotional connections to bring excitement to household cleaning." Excitement may over-state the case but there's going to be even more interest in the category this year as more new products come on to the market.
Acdoco has teamed up with Britain's Queens of Clean - Kim and Aggie - to launch non-harmful cleaning solutions under the Squeeki Clean brand. The products, available from March, promise to get back to basics and simplify cleaning.
The big players are also promising plenty of NPD. Reckitt Benckiser plans to revitalise the disinfectant category with a new, premium range of Dettol liquids, which will come in three fragrances - lavender & orange oil, sea minerals and no taint no odour.
"The fragrances and modern graphics will be key to bringing in new users to the category," says Reckitt Benckiser category development manager, Raghu Krishnan.
In the US products that make cleaning easier - such as SC Johnson's Scrubbing Bubbles automatic shower cleaner - have provided a big hit.
But David Briscoe, market analyst for Surcare, isn't sure the trend will catch on over here. He says: "Wipes probably remain the ultimate in mainstream convenience."
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