Table of Contents
Executive Summary
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- Market factors
- Number of households projected to grow
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- Figure 1: UK households, by size, 2008-18
- A growing population and recovering economy
- The consumer
- Average time spent cleaning the home four hours and 40 minutes
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- Figure 2: Amount of time spent on average during a typical week cleaning the home, by gender, April 2014
- Cleaning responsibilities not being evenly shared
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- Figure 3: Level of responsibility spouse or partner takes for cleaning the house, by gender, April 2014
- Cleaning a little at a time favoured by older groups
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- Figure 4: General house-cleaning approach: a little at a time vs. thorough, top-to-bottom cleanings, April 2014
- Kitchens get the most frequent cleaning
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- Figure 5: Approaches to cleaning the kitchen and oven, April 2014
- Germ killing the top priority in the bathroom
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- Figure 6: Signals for having cleaned enough in the bathroom and kitchen, April 2014
- High importance attached to a clean home
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- Figure 7: Any agreement with attitudinal statements on home care, April 2014
- What we think
Issues and Insights
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- Sharing of household cleaning as a theme for a new campaign
- The facts
- The implications
- Understanding people’s general approach to cleaning the house
- The facts
- The implications
- Approach of people to different cleaning tasks around the home
- The facts
- The implications
- What it means to be clean in different rooms of the home
- The facts
- The implications
Trend Application
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- Trend: Life Hacking
- Trend: Help Me Help Myself
- Mintel Futures: Generation Next
Market Drivers
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- Key points
- Growth in number of households
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- Figure 8: UK households, by size, 2008-18
- More people adds up to more cleaning
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- Figure 9: Trends in the age structure of the UK population, 2008-18
- Recovery in economy and housing market
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- Figure 10: GDP quarterly percentage change, Q1 2009-Q4 2013
- Pet ownership drives additional cleaning
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- Figure 11: Pet ownership, July 2013
- Lifestyles impact on cleaning patterns
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- Figure 12: Current living situation of 16-24-year-olds, September 2013
The Consumer – Time Spent Cleaning the House
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- Key points
- Just under four hours and 40 minutes a week spent cleaning
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- Figure 13: Amount of time spent on average during a typical week cleaning the home, April 2014
- Men still lagging women in the cleaning stakes
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- Figure 14: Amount of time spent on average during a typical week cleaning the home, by gender, April 2014
- More working means less time for cleaning
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- Figure 15: Amount of time spent on average during a typical week cleaning the home, by household size, April 2014
The Consumer – Household Cleaning Responsibilities
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- Key points
- Six in 10 people do most of the cleaning
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- Figure 16: Levels of responsibility for cleaning the house, April 2014
- More men still not doing their fair share of cleaning
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- Figure 17: Level of responsibility spouse or partner takes for cleaning the house, by gender, April 2014
- Limited help with cleaning from other adults and children
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- Figure 18: Level of responsibility taken for cleaning the house by other adults (including adult children) in households with children aged 18+, April 2014
- Very few people use professional services for cleaning
The Consumer – Overall Approach to Cleaning
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- Key points
- Little at a time or top-to-bottom cleanings
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- Figure 19: General house cleaning approach: a little at a time vs. thorough, top-to-bottom cleanings, April 2014
- Cleaning influenced by time available
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- Figure 20: General house-cleaning approach: I clean when I have the time vs. I schedule time to clean, April 2014
- Most people clean before the home gets too messy
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- Figure 21: General house-cleaning approach: I wait for my home to get messy before cleaning vs. I keep my home clean most of the time, April 2014
- Preference for multipurpose cleaning products
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- Figure 22: General house-cleaning approach: I prefer to use multipurpose cleaning products vs. I prefer to use specialised cleaning products, April 2014
The Consumer – Approach to Different Cleaning Tasks
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- Key points
- Kitchens cleaned the most often
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- Figure 23: Approach to various cleaning tasks, April 2014
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- Figure 24: Approaches to cleaning the kitchen and oven, April 2014
- Bathrooms get thorough and regular cleaning
- Quick and regular approach to floor cleaning
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- Figure 25: Approaches to vacuuming, mopping and sweeping floors, April 2014
- Dusting part of regular cleaning routine
- Other cleaning tasks only done when necessary
The Consumer – What it Means to be Clean
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- Key points
- Number of strong signals for a clean kitchen
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- Figure 26: Signals for having cleaned enough in the kitchen, April 2014
- Germ killing the top priority in the bathroom
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- Figure 27: Signals for having cleaned enough in the bathroom, April 2014
- A tidy and organised bedroom most important
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- Figure 28: Signals for having cleaned enough in the bedroom, April 2014
- Similar priorities in living rooms to bedrooms
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- Figure 29: Signals for having cleaned enough in the living room/family room, April 2014
The Consumer – Attitudes towards Home Care
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- Key points
- High importance attached to a clean home
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- Figure 30: Attitudes towards home care, April 2014
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- Figure 31: Any agreement with attitudinal statements on home care, April 2014
- Importance of a clean home to health
- Rewarding people for their household cleaning efforts
- Desire for convenience important for cleaning brands
- Large proportion of consumers unsure about ingredients
The Consumer – Target Groups
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- Key points
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- Figure 32: Target groups for cleaning the house, April 2014
- Product Focused (33%, equivalent to 17.2 million adults aged 16+)
- Time spent and approach to cleaning
- Demographic characteristics
- Thorough Cleaners (32%, equivalent to 16.7 million adults aged 16+)
- Time spent and approach to cleaning
- Demographic characteristics
- Reluctant Cleaners (35%, equivalent to 18.3 million adults aged 16+)
- Time spent and approach to cleaning
- Demographic characteristics
Appendix – The Consumer – Time Spent Cleaning the House
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- Figure 33: Amount of time spent on average during a typical week cleaning the home, April 2014
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- Figure 34: Time spent cleaning the house, by demographics, April 2014
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- Figure 35: Time spent cleaning the house by men, by demographics, April 2014
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- Figure 36: Time spent cleaning the house by women, by demographics, April 2014
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Appendix – The Consumer – Household Cleaning Responsibilities
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- Figure 37: Levels of responsibility for cleaning the house, April 2014
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- Figure 38: Levels of responsibility for cleaning the house – Myself, by demographics, April 2014
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- Figure 39: Levels of responsibility for cleaning the house – My spouse/partner, by demographics, April 2014
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- Figure 40: Levels of responsibility for cleaning the house – Other adults, by demographics, April 2014
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- Figure 41: Levels of responsibility for cleaning the house – Professional service, by demographics, April 2014
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- Figure 42: Levels of responsibility for cleaning the house – Children younger than 18, by demographics, April 2014
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- Figure 43: Levels of responsibility for cleaning the house for men – Myself, by demographics, April 2014
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- Figure 44: Levels of responsibility for cleaning the house for men – My spouse/partner, by demographics, April 2014
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- Figure 45: Levels of responsibility for cleaning the house for women – Myself, by demographics, April 2014
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- Figure 46: Levels of responsibility for cleaning the house for women – My spouse/partner, by demographics, April 2014
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Appendix – The Consumer – Overall Approach to Cleaning
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- Figure 47: General household cleaning approach: statements, April 2014
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- Figure 48: General house-cleaning approach: a little at a time vs. thorough, top-to-bottom cleanings, by demographics, April 2014
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- Figure 49: General house-cleaning approach: I clean when I have the time vs. I schedule time to clean, by demographics, April 2014
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- Figure 50: General house-cleaning approach: I wait for my home to get messy before cleaning vs. I keep my home clean most of the time, by demographics, April 2014
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- Figure 51: General house-cleaning approach: I prefer to use multipurpose cleaning products vs. I prefer to use specialised cleaning products, by demographics, April 2014
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- Figure 52: General household cleaning approach: statements, by time spent cleaning the house, April 2014
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Appendix – The Consumer – Approach to Different Cleaning Tasks
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- Figure 53: Approach to various cleaning tasks, April 2014
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- Figure 54: Approach to cleaning task – The bathroom, by demographics, April 2014
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- Figure 55: Approach to cleaning task – The kitchen, by demographics, April 2014
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- Figure 56: Approach to cleaning task – The oven, by demographics, April 2014
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- Figure 57: Approach to cleaning task – Vacuuming floors, by demographics, April 2014
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- Figure 58: Approach to cleaning task – Mopping floors, by demographics, April 2014
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- Figure 59: Approach to cleaning task – Sweeping floors, by demographics, April 2014
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- Figure 60: Approach to cleaning task – Dusting items/furniture, by demographics, April 2014
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- Figure 61: Approach to cleaning task – Polishing furniture, by demographics, April 2014
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- Figure 62: Approach to cleaning task – Vacuuming fabrics/upholstery, by demographics, April 2014
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- Figure 63: Approach to cleaning task – Spot cleaning fabrics/upholstery, by demographics, April 2014
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- Figure 64: Approach to cleaning task – Shampooing fabrics/upholstery, by demographics, April 2014
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- Figure 65: Approach to cleaning task – Windows, by demographics, April 2014
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- Figure 66: Approach to various cleaning tasks, by time spent cleaning the house, April 2014
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Appendix – The Consumer – What it Means to be Clean
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- Figure 67: Signals for having cleaned enough in the kitchen, April 2014
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- Figure 68: Signals for having cleaned enough in the bathroom, April 2014
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- Figure 69: Signals for having cleaned enough in the bedroom, April 2014
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- Figure 70: Signals for having cleaned enough in the living room/family room, April 2014
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- Figure 71: ‘Things look tidy, organised’ – kitchen, by demographics, April 2014
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- Figure 72: ‘Things look tidy, organised’ – bathroom, by demographics, April 2014
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- Figure 73: ‘Things look tidy, organised’ – bedroom, by demographics, April 2014
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- Figure 74: ‘Things look tidy, organised’ – living room/family room, by demographics, April 2014
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- Figure 75: ‘Things smell clean’ – kitchen, by demographics, April 2014
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- Figure 76: ‘Things smell clean’ – bathroom, by demographics, April 2014
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- Figure 77: ‘Things smell clean’ – bedroom, by demographics, April 2014
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- Figure 78: ‘Things smell clean’ – living room/family room, by demographics, April 2014
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- Figure 79: ‘Surfaces are free of germs and bacteria’ – kitchen, by demographics, April 2014
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- Figure 80: ‘Surfaces are free of germs and bacteria’ – bathroom, by demographics, April 2014
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- Figure 81: ‘Surfaces are free of germs and bacteria’ – bedroom, by demographics, April 2014
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- Figure 82: ‘Surfaces are free of germs and bacteria’ – living room/family room, by demographics, April 2014
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- Figure 83: ‘Surfaces are smudge-free and shiny’ – kitchen, by demographics, April 2014
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- Figure 84: ‘Surfaces are smudge-free and shiny’ – bathroom, by demographics, April 2014
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- Figure 85: ‘Surfaces are smudge-free and shiny’ – bedroom, by demographics, April 2014
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- Figure 86: ‘Surfaces are smudge-free and shiny’ – living room/family room, by demographics, April 2014
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- Figure 87: ‘There’s no visible dirt or dust’ – kitchen, by demographics, April 2014
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- Figure 88: ‘There’s no visible dirt or dust’ – bathroom, by demographics, April 2014
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- Figure 89: ‘There’s no visible dirt or dust’ – bedroom, by demographics, April 2014
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- Figure 90: ‘There’s no visible dirt or dust’ – living room/family room, by demographics, April 2014
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- Figure 91: ‘There’s no visible grime’ – kitchen, by demographics, April 2014
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- Figure 92: ‘There’s no visible grime’ – bathroom, by demographics, April 2014
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- Figure 93: ‘There’s no visible grime’ – bedroom, by demographics, April 2014
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- Figure 94: ‘There’s no visible grime’ – living room/family room, by demographics, April 2014
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- Figure 95: ‘The hard-to-reach places are clean’ – kitchen, by demographics, April 2014
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- Figure 96: ‘The hard-to-reach places are clean’ – bathroom, by demographics, April 2014
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- Figure 97: ‘The hard-to-reach places are clean’ – bedroom, by demographics, April 2014
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- Figure 98: ‘The hard-to-reach places are clean’ – living room/family room, by demographics, April 2014
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- Figure 99: ‘There’s a specific scent’ – kitchen, by demographics, April 2014
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- Figure 100: ‘There’s a specific scent’ – bathroom, by demographics, April 2014
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- Figure 101: ‘There’s a specific scent’ – bedroom, by demographics, April 2014
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- Figure 102: ‘There’s a specific scent’ – living room/family room, by demographics, April 2014
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- Figure 103: ‘Others take notice or comment’ – kitchen, by demographics, April 2014
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- Figure 104: ‘Others take notice or comment’ – bathroom, by demographics, April 2014
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- Figure 105: ‘Others take notice or comment’ – bedroom, by demographics, April 2014
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- Figure 106: ‘Others take notice or comment’ – living room/family room, by demographics, April 2014
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- Figure 107: ‘I’ve run out of time’ – kitchen, by demographics, April 2014
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- Figure 108: ‘I’ve run out of time’ – bathroom, by demographics, April 2014
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- Figure 109: ‘I’ve run out of time’ – bedroom, by demographics, April 2014
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- Figure 110: ‘I’ve run out of time’ – living room/family room, by demographics, April 2014
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- Figure 111: ‘I’m tired of cleaning’ – kitchen, by demographics, April 2014
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- Figure 112: ‘I’m tired of cleaning’ – bathroom, by demographics, April 2014
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- Figure 113: ‘I’m tired of cleaning’ – bedroom, by demographics, April 2014
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- Figure 114: ‘I’m tired of cleaning’ – living room/family room, by demographics, April 2014
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Appendix – The Consumer – Attitudes towards Home Care
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- Figure 115: General home care attitudes, April 2014
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- Figure 116: Agreement with the statement ‘A clean and well-cared-for home leaves a positive impression on others’, by demographics, April 2014
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- Figure 117: Agreement with the statement ‘Taking care of my home gives me a sense of accomplishment’, by demographics, April 2014
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- Figure 118: Agreement with the statement ‘It's important to take the time to be thorough in household chores’, by demographics, April 2014
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- Figure 119: Agreement with the statement ‘Maintaining a clean home is a good way to stay healthy’, by demographics, April 2014
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- Figure 120: Agreement with the statement ‘When you clean it is important to pay attention to unseen things such as germs and allergens’, by demographics, April 2014
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- Figure 121: Agreement with the statement ‘In household chores, convenience is more important than perfection’, by demographics, April 2014
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- Figure 122: Agreement with the statement ‘Household chores are thankless tasks’, by demographics, April 2014
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- Figure 123: Agreement with the statement ‘I tend to put off household chores as long as I can’, by demographics, April 2014
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- Figure 124: Agreement with the statement ‘I’m concerned that the ingredients in many cleaning products are unhealthy’, by demographics, April 2014
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- Figure 125: Agreement with the statement ‘Natural cleaning products are healthier than conventional ones’, by demographics, April 2014
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- Figure 126: Agreement with the statement ‘It is important to make sure the household products you buy are as environmentally friendly as possible’, by demographics, April 2014
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- Figure 127: Agreement with the statement ‘I’m concerned that the chemicals in some cleaning products can affect air quality in the home’, by demographics, April 2014
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- Figure 128: General home care attitudes, by time spent cleaning the house, April 2014
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- Figure 129: New product launch claims in hard surface care, toilet care and cleaning equipment, % of new launches, 2009-13
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Appendix – The Consumer – Target Groups
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- Figure 130: Target groups, April 2014
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- Figure 131: Target groups, by demographics, April 2014
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- Figure 132: General home care attitudes, by target groups, April 2014
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- Figure 133: General home care attitudes, by target groups, April 2014
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- Figure 134: Time spent cleaning the house, by target groups, April 2014
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- Figure 135: General household cleaning approach: statements, by target groups, April 2014
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- Figure 136: Approach to various cleaning tasks, by target groups, April 2014
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