The UK: Home Category Data, The Consumer - laundry & cleaning report offers a comprehensive insight into consumer attitudes in the UK laundry & cleaning market. The report focuses on overall laundry & cleaning products and its seven sub-categories: Mops & buckets, Brooms & brushes, Cloths & dusters, Cleaning bins & storage, Drying, Ironing, and Laundry baskets & bins. Consumer data is based on our 2025 UK laundry & cleaning survey, using a panel of 2,000 nationally representative consumers.
Key Highlights
- Amazon holds the highest conversion rate in the overall laundry & cleaning market followed by B&M
- 78.6% of respondents cited price as the driver of choice for their laundry & cleaning purchases
- 61.9% of laundry & cleaning consumers undertook some research before buying
Scope
- 77.4% of UK consumers have purchased laundry & cleaning products in the last 12 months, with the highest purchasing penetration among 25-34 year-olds. Amazon is the most popular retailer for purchasing laundry & cleaning products, followed by Tesco and B&M.
Reasons to Buy
- Identify the demographic profile of shoppers within each subcategory, allowing you to better target ranges
- Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximise sales potential among target audiences
- Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas
Table of Contents
- Consumer penetration by subcategory
- Drivers of purchase
- Replacement cycle
- Retailer use
- Retailer profiles
- Retailer drivers
- Retailer improvements
- Brand use
- Brand drivers
- Channel use
- Research prior to purchase
- Category-specific questions
- Purchasing secondhand
- Methodology and contacts
- Consumer Penetration by Product, 2025
- Purchase Motivations, 2025
- Retailer Conversion Rates, 2025
- Retailer Purchased From by Subcategory, 2025
- Retailer Usage by Demographic, 2025
- Drivers of Retailer Choice by Retailer, 2025
- Retailer Improvement Opportunities by Retailer, 2025
- Brand Conversion by Subcategory , 2025
- Drivers of Brand Choice by Brand, 2025
- Consumer Secondhand Consideration by Subcategory, 2025
- Consumer Penetration, 2025
- Consumer Penetration by Subcategory, 2025
- Purchase Motivations, 2025
- Replacement Cycle, 2025
- Retailers Visited & Purchased from, 2025
- Retailer Profile - Amazon, 2025
- Retailer Profile - Tesco, 2025
- Retailer Profile - B&M, 2025
- Retailer Profile - Home Bargains, 2025
- Retailer Profile - ASDA, 2025
- Drivers of Retailer Choice, 2025
- Retailer Improvement Opportunities, 2025
- Brands Considered & Purchased from, 2025
- Drivers of Brand Choice, 2025
- Shopper Research Process, 2025
- Interaction With Staff Instore, 2025
- Channel Usage when Researching, 2025
- Channel Usage when Purchasing, 2025
- Online Fulfilment Methods, 2025
- Shopper Views on Online Shopping for Laundry & Cleaning, 2025
- Satisfaction With Online Shopping for Laundry & Cleaning, 2025
- Views Prior to Purchase, 2025
- Factors of Importance When Purchasing Laundry & Cleaning, 2025
- Opinions on Laundry & Cleaning, 2025
- Whether Consumers Hire a Cleaner to Clean their Homes, 2025
- How Often Consumers Get their Clothes Ironed, 2025
- Responsibility for Ironing Clothes, 2025
- How Consumers Dry their Clothes After Being Washed, 2025
- Consumer Secondhand Penetration, 2025
- Consumer Secondhand Penetration by Subcategory, 2025
- Consideration Buying Secondhand Products by Subcategory, 2025
- Channels Used for Purchasing Secondhand Laundry & Cleaning, 2025
- Why Consumers Bought Secondhand Laundry & Cleaning, 2025
- Why Consumers have Not Bought Secondhand Laundry & Cleaning, 2025
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Addis
- Aldi
- Amazon
- Argos
- ASDA
- B&M
- Beldray
- Brabantia
- CLEANmaxx
- Dunelm
- E-Cloth
- Flash
- Home Bargains
- IKEA
- JML
- Joseph Joseph
- JVL
- Kleeneeze
- Lidl
- Minky
- OXO
- Poundland
- Russell Hobbs
- Sainsbury's
- Spontex
- Tesco
- Tower
- Vileda
