Table of Content
Introduction
Definitions
Abbreviations
Executive Summary
The market
Figure 1: Best- and worst-case
forecast of UK sales of household cleaning equipment*, 2007-17
Small dip in 2012 sales, but return
to growth expected
Floor cleaning sees fall in sales
Figure 2: Breakdown of retail value
sales of household cleaning equipment, % share by segment, 2012
Market factors
More households but less space per
home
Large amount of time spent cleaning
and washing up
Companies, brands and innovation
NPD focuses on economy and ease of
use
High levels of trust for branded
products
The consumer
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Encouraging people to trade up is
the biggest challenge facing the household cleaning equipment market, as most
people see these products as staple, need-driven purchases that they do not
want to pay more than they have to for. Brands need to encourage consumers to
shift some of their focus away from ‘lowest price’ to looking for better value
in terms of longer-lasting products and those with added benefits, such as
antibacterial protection or making cleaning easier.
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