Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Amount of time spent cleaning
- Four and a half hours a week spent cleaning
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- Figure 1: Amount of time spent on average during a typical week cleaning the home, November 2012
- Household cleaning priorities
- Kitchen cleaning seen as most important
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- Figure 2: Top household cleaning priorities, November 2012
- Most disliked cleaning tasks
- Cleaning the oven the worst cleaning job
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- Figure 3: Most disliked household cleaning tasks, November 2012
- Cleaning behaviour
- Visiting guests the biggest trigger for household cleaning
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- Figure 4: Agreement with statements about cleaning behaviour, November 2012
- Attitudes towards cleaning
- Pride in a clean and fresh home
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- Figure 5: Attitudes towards household cleaning, November 2012
- What we think
Issues in the Market
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- Which demographic groups could be encouraged to do more cleaning?
- How can people’s cleaning priorities be used to maximise sales?
- What can brands do to help people with their most disliked jobs?
- What themes can new campaigns adopt to stand out in the market?
- What industry and media links could be used to generate more interest?
Trend Application
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- Trend: Help Me Help Myself
- Trend: Home of the Senses
- 2015 Trend: Access Anything Anywhere
Market Drivers
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- Key points
- Majority take pride in maintaining a clean home
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- Figure 6: Trends in agreement with selected attitudes towards housework, 2007-12
- Household chores a significant demand on time
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- Figure 7: Trends in amount of time spent on average weekday on household chores (cleaning, washing, gardening, etc), 2007-12
- Trend towards less living and dining space
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- Figure 8: Trends in number of rooms in home, 2007-12
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- Figure 9: UK households, by size, 2007-17
- More men needing to take responsibility for cleaning
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- Figure 10: Household size, by gender, 2007-12
- Preventing the spread of germs and protecting skin
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- Figure 11: Trends on selected minor ailments and skin conditions suffered from in the last 12 months, 2007-12
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- Figure 12: Trends in allergies that people are prone to, 2008-12
- Few people pay for help with household chores
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- Figure 13: Trends in paid help at home with household chores, 2007-12
- Population growth will generate more cleaning
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- Figure 14: Trends in the age structure of the UK population, 2007-17
- Long working hours mean less time for cleaning
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- Figure 15: Working status, by gender, 2012
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- Figure 16: Time spent on occupation on an average day, by gender, 2012
Amount of Time Spent Cleaning
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- Key points
- Nearly five hours a week spent cleaning
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- Figure 17: Amount of time spent on average during a typical week cleaning the home, November 2012
- Men spend two hours less than women cleaning
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- Figure 18: Average amount of time men and women spend cleaning, by age, November 2012
- Youngest age group doing the least cleaning
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- Figure 19: Average amount of time spent cleaning, by working status and presence of children in household, November 2012
- The biggest cleaners are the keenest on fragrances
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- Figure 20: Average amount of time spent cleaning, by agreement with most popular statements on shopping for household products, April 2012
Household Cleaning Priorities
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- Key points
- A clean kitchen the top priority
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- Figure 21: Top household cleaning priorities, November 2012
- High importance attached to toilet cleaning
- Vacuuming a bigger priority for younger people
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- Figure 22: Cleaning the kitchen, toilets and bathroom, and vacuuming floors as cleaning priorities, by age, November 2012
- Bathroom cleaning more important to over-55s
- Big cleaners prioritise hygiene-related cleaning
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- Figure 23: Top household cleaning priorities, by amount of time spent on average during a typical week cleaning the home, November 2012
Most Disliked Household Cleaning Tasks
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- Key points
- Cleaning the oven the worst cleaning job
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- Figure 24: Most disliked household cleaning tasks, November 2012
- Younger people most dislike toilet cleaning
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- Figure 25: Cleaning toilets as a top cleaning priority and most disliked cleaning task, by age, November 2012
- Window cleaning too much hard work
- Other cleaning tasks less of a problem
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- Figure 26: Most disliked household cleaning tasks, by amount of time spent on average during a typical week cleaning the home, November 2012
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- Figure 27: Most disliked household cleaning tasks, by top household cleaning priorities, November 2012
Cleaning Behaviour
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- Key points
- Guests the biggest trigger for cleaning the home
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- Figure 28: Agreement with statements about cleaning behaviour, November 2012
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- Figure 29: Triggers for cleaning activity, by age, November 2012
- Women doing most of the cleaning
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- Figure 30: Agreement with statement ‘I spend more time cleaning the house than I did a few years ago’, by gender and age, November 2012
- Half clean up as they go along
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- Figure 31: Approaches to cleaning, by age, November 2012
- Minority struggle to find time to clean thoroughly
Attitudes Towards Cleaning
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- Key points
- Taking pride in maintaining a clean home
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- Figure 32: Attitudes towards household cleaning, November 2012
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- Figure 33: Any agreement with attitudinal statements on household cleaning, November 2012
- Getting satisfaction from taking care of home
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- Figure 34: Getting satisfaction from caring for home and putting off household chores, by age, November 2012
- A clean home is a healthy home
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- Figure 35: Attitudes towards hygiene and ingredients in cleaning products, by presence of children in household, November 2012
- Convenience also an important factor
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- Figure 36: Attitudes towards convenience and ease of use, and willingness to spend more for branded products, by age and socio-economic group, November 2012
- A fresh smell for those doing the most cleaning
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- Figure 37: Attitudes towards household cleaning (any agree), by amount of time spent on average during a typical week cleaning the home, November 2012
Target Groups
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- Key points
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- Figure 38: Target groups for cleaning the house, November 2012
- Ingredients Focused (24%)
- Cleaning patterns, priorities and dislikes, and shopping behaviour
- Demographic characteristics
- House Proud (27%)
- Cleaning patterns, priorities and dislikes, and shopping behaviour
- Demographic characteristics
- Reluctant Cleaners (26%)
- Cleaning patterns, priorities and dislikes, and shopping behaviour
- Demographic characteristics
- Apathetic (23%)
- Cleaning patterns, priorities and dislikes, and shopping behaviour
- Demographic characteristics
Appendix – Market Drivers
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- Figure 39: Attitudes towards cleaning and housework, by demographics, 2012
- Figure 40: Attitudes towards cleaning and housework, by demographics, 2012 (continued)
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- Figure 41: Number of living rooms including dining rooms in home, by demographics, 2012
- Figure 42: Number of bedrooms in home, by demographics, 2012
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- Figure 43: Number of bathrooms in home, by demographics, 2012
- Figure 44: Paid help at home with household chores, by demographics, 2012
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- Figure 45: Working status of all adults, by demographics, 2012
- Figure 46: Working status of men, by demographics, 2012
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- Figure 47: Working status of women, by demographics, 2012
- Figure 48: Time spent by all adults on occupation on an average day, by demographics, 2012
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- Figure 49: Time spent by all adults on occupation on an average day, by demographics, 2012 (continued)
- Figure 50: Time spent by men on occupation on an average day, by demographics, 2012
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- Figure 51: Time spent by men on occupation on an average day, by demographics, 2012 (continued)
- Figure 52: Time spent by women on occupation on an average day, by demographics, 2012
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- Figure 53: Time spent by women on occupation on an average day, by demographics, 2012 (continued)
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Appendix – Amount of Time Spent Cleaning
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- Figure 54: Amount of time spent on average during a typical week cleaning the home, by demographics, November 2012
- Figure 55: Amount of time spent by men on average during a typical week cleaning the home, by demographics, November 2012
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- Figure 56: Amount of time spent by women on average during a typical week cleaning the home, by demographics, November 2012
- Figure 57: Average amount of time spent during a typical week cleaning the home, by demographics, November 2012
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- Figure 58: Average amount of time spent by men during a typical week cleaning the home, by demographics, November 2012
- Figure 59: Average amount of time spent by women during a typical week cleaning the home, by demographics, November 2012
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Appendix – Household Cleaning Priorities
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- Figure 60: Top household cleaning priorities, by demographics, November 2012
- Figure 61: Top household cleaning priorities of men, by demographics, November 2012
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- Figure 62: Top household cleaning priorities of women, by demographics, November 2012
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Appendix – Most Disliked Household Cleaning Tasks
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- Figure 63: Most disliked household cleaning tasks, by demographics, November 2012
- Figure 64: Most disliked household cleaning tasks, by demographics, November 2012 (continued)
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- Figure 65: Most popular disliked household cleaning tasks among men, by demographics, November 2012
- Figure 66: Most disliked household cleaning tasks among women, by demographics, November 2012
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Appendix – Cleaning Behaviour
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- Figure 67: Agreement with statements about cleaning behaviour, by demographics, November 2012
- Figure 68: Agreement with statements about cleaning behaviour, by demographics, November 2012 (continued)
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- Figure 69: Agreement with statements about cleaning behaviour – men, by demographics, November 2012
- Figure 70: Agreement with statements about cleaning behaviour – men, by demographics, November 2012
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- Figure 71: Agreement with statements about cleaning behaviour – women, by demographics, November 2012
- Figure 72: Agreement with statements about cleaning behaviour – women, by demographics, November 2012 (continued)
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- Figure 73: Agreement with statements about cleaning behaviour, by amount of time spent on average during a typical week cleaning the home, November 2012
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Appendix – Attitudes Towards Cleaning
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- Figure 74: Agreement with the statements ‘It's important to take time doing household chores’ and ‘Convenience and ease are more important than getting things perfectly clean’, by demographics, November 2012
- Figure 75: Agreement with the statements ‘A clean and well cared for home leaves a positive impression on others’ and ‘I tend to put off household chores as long as I can’, by demographics, November 2012
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- Figure 76: Agreement with the statements ‘Taking care of my home gives me a sense of satisfaction’ and ‘Cleaning is just a chore that has to be done’, by demographics, November 2012
- Figure 77: Agreement with the statements ‘I make sure the household products I buy are environmentally friendly’ and ‘It’s important for my home to smell clean’, by demographics, November 2012
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- Figure 78: Agreement with the statements ‘I pay attention to cleaning unseen germs or allergens around the home’ and ‘It’s worth spending more for branded cleaning products’, by demographics, November 2012
- Figure 79: Agreement with the statements ‘Ingredients in many cleaning products are unhealthy’ and ‘It’s important for one’s health to have a clean home’, by demographics, November 2012
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Appendix – Target Groups
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- Figure 80: Target groups, by demographics, November 2012
- Figure 81: Amount of time spent on average during a typical week cleaning the home, by target groups, November 2012
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- Figure 82: Top household cleaning priorities, by target groups, November 2012
- Figure 83: Most disliked household cleaning tasks, by target groups, November 2012
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- Figure 84: Agreement with statements about cleaning behaviour, by target groups, November 2012
- Figure 85: Attitudes towards household cleaning (any agree), by target groups, November 2012
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- Figure 86: Agreement with statements on shopping for household products, by target groups, April 2012
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