Last year the British spent £640m on household cleaning products. The overall market was flat following on from the robust, Cillit Bang-inspired growth of the previous year. However, this masked a strong performance from bleach, which captured switching gains from specialist toilet-cleaning products such as Harpic, as well as strong growth from carpet cleaners.
Following on from Cillit Bang's huge success in 2005 - it became the 10th-largest household cleaning brand from a standing start - sales fell back, despite the launch of the biggest-selling new brand of the past year - Cillit Bang Sink & Drain Bleach.
It's worth noting, though, that while there were more than 160 new brands brought into the household category last year, these accounted for less than one pound in every £20 spent. This is broadly in line with the previous year.
Household cleaners are purchased by more than 99% of households in Great Britain, meaning future category growth needs to be led by existing shoppers increasing the amount they spend on products, rather than big increases in volume sales.
Previous growth in the market has been achieved through an increase in the average unit price of certain cleaning products.
Tesco own label has been the major success story of the past year, with sales that would effectively make it the second-largest brand in the marketplace. But while this is representative of the strong performance of own label overall, household cleaning continues to be dominated by branded goods, which account for close to three quarters of all sales.
Grocers dominate the sales of household cleaning - capturing more than 80% of spend in the market. The only non-grocer to play a significant role is Wilkinson, where considerable in-store presence for the cleaning market encourages purchasing, resulting in it taking a 7.9% share of overall sales.
Flash continues to top the list of the household cleaner brands, with Mr Muscle in third place after Tesco's own brand. Cif and Domestos maintained their fourth and fifth place positions from the past year, but Toilet Duck and Parozone dropped down the table.
Matt Baron, TNS Worldpanel
Following on from Cillit Bang's huge success in 2005 - it became the 10th-largest household cleaning brand from a standing start - sales fell back, despite the launch of the biggest-selling new brand of the past year - Cillit Bang Sink & Drain Bleach.
It's worth noting, though, that while there were more than 160 new brands brought into the household category last year, these accounted for less than one pound in every £20 spent. This is broadly in line with the previous year.
Household cleaners are purchased by more than 99% of households in Great Britain, meaning future category growth needs to be led by existing shoppers increasing the amount they spend on products, rather than big increases in volume sales.
Previous growth in the market has been achieved through an increase in the average unit price of certain cleaning products.
Tesco own label has been the major success story of the past year, with sales that would effectively make it the second-largest brand in the marketplace. But while this is representative of the strong performance of own label overall, household cleaning continues to be dominated by branded goods, which account for close to three quarters of all sales.
Grocers dominate the sales of household cleaning - capturing more than 80% of spend in the market. The only non-grocer to play a significant role is Wilkinson, where considerable in-store presence for the cleaning market encourages purchasing, resulting in it taking a 7.9% share of overall sales.
Flash continues to top the list of the household cleaner brands, with Mr Muscle in third place after Tesco's own brand. Cif and Domestos maintained their fourth and fifth place positions from the past year, but Toilet Duck and Parozone dropped down the table.
Matt Baron, TNS Worldpanel
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