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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