Abstract
About this report
Swine flu has been at the centre of media coverage since May 2009. Now declared a pandemic with government advertising to educate people of ways to reduce the spread of the virus, it has very much entered the public consciousness. Qualitative research run by Mintel with Toluna shows that, although people claim not to have changed their hygiene habits in the wake of the swine flu publicity, they do appear to be more aware of germs. A number of respondents bought on-the-go hand sanitisers and amongst a few, there is a heightened sensitivity to others who are showing symptoms of a cold or flu. For these consumers, antibacterial products and sanitisers offer a barrier and respond to their fear of getting ill. Particularly with the backdrop of the recession, adults who are still in employment may be reluctant to take time off sick for fear of losing their jobs. Retailers such as Superdrug have reported a spike in sales of some hygiene products.
Fear is a common advertising theme amongst household cleaning products as it taps into consumer concern and fear of germs and bacteria that is invisible to the naked eye. However, promoting products based on fear may also be deterring people from buying into the antibacterial products market. This tactic may be giving rise to the perception that these days people are too obsessed with germs and that it is good to have exposure to some germs.
This report seeks to identify whether British people are genuinely scared of germs and bacteria and whether media coverage of swine flu has raised awareness or fear of bacteria. This report examines the impact of consumer fear of bacteria on the market for antibacterial products and other products that claim to kill germs.
Table of Contents
- Issues in the Market
- Key findings
- Definition
- Abbreviations
- Market in Brief
- Attitudes towards germs
- Household cleaning habits
- Impact of lifestyle
- Ailments and allergies
- Bacteria offering a breeding ground?
- Internal Market Environment
- Key points
- Incidence of illness and allergies
- Figure 1: Illnesses suffered from in the last 12 months, 2004-08
- Time spent cleaning
- Figure 2: Time spent on household chores on an average weekday, 2004-08
- Primary mode of transport
- Figure 3: Car ownership, 2004-08
- Health and fitness
- Figure 4: Visits to leisure centres, gyms or health clubs in the last 12
months, 2008
- The presence of pets and children
- Figure 5: Trends in household pet ownership in GB, 2004-08
- Food consumption and preparation
- Figure 6: Trends in food consumption and preparation, 2004-08
- Broader Market Environment
- Key points
- Age and vulnerability?
- Figure 7: Structure of the UK population, by age and gender, 2004-14
- Household size
- Figure 8: Trends in UK household size, 2004-14
- Government health initiatives
- Swine flu
- MRSA
- Competitive Context
- Key points
- Antibacterial products in context
- Figure 9: Antibacterial products as a percentage of new launches within
each category, Q1 2006-Q2 2009
- Dislike of housework
- Pro-bacteria
- Cost
- Strengths and Weaknesses
- Strengths
- Weaknesses
- Companies and Products
- Figure 14: Brand map of the UK antibacterial products market, 2009
- Colgate-Palmolive
- Figure 15: Table of antibacterial launches, by company in a wider
context, Q1 2006-Q2 2009
- EC De Witt & Company
- Figure 16: Table of antibacterial launches, by company in a wider
context, Q1 2006-Q2 2009
- GlaxoSmithKline
- Figure 17: Table of antibacterial launches, by company in a wider
context, Q1 2006-Q2 2009
- Kimberly-Clark
- Figure 18: Table of antibacterial launches, by company in a wider
context, Q1 2006-Q2 2009
- Mölnlycke Health Care
- Figure 19: Table of antibacterial launches, by company in a wider
context, Q1 2006-Q2 2009
- PatientPak
- Procter & Gamble
- Figure 20: Table of antibacterial launches, by company in a wider
context, Q1 2006-Q2 2009
- PZ Cussons
- Figure 21: Table of antibacterial launches, by company in a wider
context, Q1 2006-Q2 2009
- Reckitt Benckiser
- Figure 22: Table of antibacterial launches, by company in a wider
context, Q1 2006-Q2 2009
- The Mentholatum Company
- Figure 23: Table of antibacterial launches, by company in a wider
context, Q1 2006-Q2 2009
- Unilever
- Figure 24: Table of antibacterial launches, by company in a wider
context, Q1 2006-Q2 2009
- Brand Communication and Promotion
- Key points
- Summer spike
- Figure 25: Above-the-line adspend on products with ' antibacterial' in
the brand name, by month, January-July 2009
- Swine flu
- Kills 99.9% of germs
- Exposure to Germs: Consumer Lifestyles
- Key points
- Interest in cleaning
- Figure 26: Lifestyle statements on attitudes towards home and cleaning,
2004-08
- Consumer lifestyles
- Figure 27: Lifestyle factors that affect exposure to and concern over
germs, May 2009
- Kitchen hygiene
- Hygiene outside of the home
- Susceptibility to illness
- Figure 28: Comparison of attitudes towards germs, by suffering of
allergies and minor illnesses, May 2009
- Use of Products that Help Kill Germs
- Key points
- Use and frequency of antibacterial products
- Figure 29: Trends in frequency of using products that help kill germs or
prevent the spread of germs, by type, 2004-08
- Cleaning trends impact on usage habits
- Impact of swine flu on use of tissues and hand wash
- Figure 30: Use of liquid soap, boxed tissues and hand pack tissues, by
gender and age, 2008
- Purchase of Antibacterial Products
- Key points
- Antibacterial product purchase by category
- Figure 31: Purchase of antibacterial products in the last 12 months, by
category, May 2009
- Hand wash in the household
- Family hygiene
- Children drive demand for first aid
- Cleaning up
- Repertoire analysis
- Figure 32: Number of types of antibacterial products purchased in the
last 12 months, May 2009
- No germs here
- Figure 33: Percentage point deviance of attitudes amongst adults who
have purchased seven or more antibacterial products in the 12 months to May
2009 compared to ' all' adults, May 2009
- Bacteria' s not so bad
- Appendix
- ACORN
- Advertising data
- Appendix -- Internal Market Environment
- Figure 38: Illnesses suffered from in the last 12 months, by
demographics, 2008
- Figure 39: Food consumption and preparation, by demographics, 2008
- Appendix -- Exposure to Germs: Consumer Lifestyles
- Figure 43: Lifestyle factors that affect exposure to and concern over
germs, by demographics, May 2009
- Figure 44: Lifestyle factors that affect exposure to and concern over
germs, by demographics, May 2009
- Lifestyle by attitudes towards bacteria
- Figure 45: Attitudes towards germs, by lifestyle factors, May 2009
- Figure 46: Attitudes towards germs, by lifestyle factors, May 2009
- Lifestyle by purchase repertoire
- Figure 47: Lifestyle factors that affect exposure to and concern over
germs, by number of antibacterial products purchased in the last 12 months,
May 2009
- Appendix -- Use of Products that Help Kill Germs
- Figure 48: Trends in frequency of using products that help kill germs or
prevent the spread of germs, by type, 2004-08
- Household disinfectants
- Figure 49: Use household disinfectants/antiseptics, by demographics, 2008
- Liquid soap
- Figure 50: Use household liquid soap, by demographics, 2008
- Boxed tissues/paper handkerchief
- Figure 51: Use box of tissues (paper handkerchiefs), by demographics,
2008
- Tissue handy packs
- Figure 52: Use box of tissues (paper handkerchiefs), by demographics,
2008
- Appendix -- Purchase of Antibacterial Products
- Figure 53: Purchase of antibacterial products in the last 12 months, by
demographics, May 2009
- Figure 54: Purchase of antibacterial products in the last 12 months, by
demographics, May 2009
- Repertoire of products purchased
- Figure 55: Number of antibacterial products purchased in the last 12
months, by demographics, May 2009
- Figure 56: Number of antibacterial products purchased in the last 12
months, by antibacterial products purchased, May 2009
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