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The Grocery Eye – Surface cleaners

The surface and multi-purpose cleaners category is valued at over £300m but the market faces challenges through the role of private label as well as promotional activity.

In addition the category is relatively price-driven with little brand loyalty, partly driven by scepticism towards brand claims, which means brands need to work extra hard at shelf to attract buyers with every purchase.

The Grocery Eye examined the shopping habits of 2,000 supermarket shoppers to identify perceptions towards purchasing food and drink, as well as non-food products. It assessed the surface and multi-purpose cleaners category to understand topics such as perceptions towards category innovation, product attributes, as well as drivers and barriers to purchase.

Check out our infographic which provides a top level overview of some key research findings across the surface and multi-purpose cleaners category including:

  • Purchase motivators – from price and product features to fragrance and product type.
  • Drivers and barriers to purchase – what are the most important factors.
  • Future considerations – the features which will be important over the next 2 years.

For a detailed overview of consumer perceptions across the surface and multi-purpose cleaners sector and The Grocery Eye please call or email Catherine Elms, Research Director on +44(0)1865 336 400

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