Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Subgroup definitions
- Household income
Executive Summary
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- The market
- Achieved strong growth but a low priority in consumers’ spending
- Still room for further growth
- The consumer
- Consumers are continuing to modernise their home
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- Figure 1: Ownership of household appliances ownership, 2016 vs 2014
- High earners undertake even more cleaning responsibilities
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- Figure 2: Cleaning responsibilities, by personal income, December 2016
- Polishing has potential
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- Figure 3: Doing different household cleaning tasks once a week or more, 2016 vs 2014
- Families with children set higher standards for household cleaning
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- Figure 4: Definition of household cleaning, by family structure, December 2016
- Attention centralised on efficacy even for green cleaning products
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- Figure 5: Perception of an ideal green cleaning product, December 2016
- Varying household cleaning habits and lifestyle
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- Figure 6: Household cleaning habits and lifestyle, December 2016
- What we think
Issues and Insights
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- Changes in cooking style bring new opportunities
- The facts
- The implications
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- Figure 7: Examples of oven and coffee machine cleaners, US and South Africa, 2016
- Meet the advanced cleaning needs of families with children
- The facts
- The implications
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- Figure 8: Examples of cleaning products with ‘anti-bacterial’ and ‘for children’ claims, Indonesia and UK, 2016
- Figure 9: Example of Clorox UV, 2015
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- Figure 10: Examples of household cleaners made with electrolysed water, South Africa and Japan, 2016
- Will the second-child policy make any difference?
- The facts
- The implications
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- Figure 11: Examples of time-saving cleaning products, US, 2016
- How to communicate green benefits to consumers?
- The facts
- The implications
The Market - What You Need to Know
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- A low priority in consumers’ spending
- Niche segments hold growing potential
- Benefits from second-child policy
Market Overview
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- Strong growth but remains a low spending priority
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- Figure 12: Value sales of household cleaners, dishwashing detergent and laundry detergent, China, 2015-16
- Figure 13: Spending priorities of Chinese consumers, 2016
- Kitchen and washroom cleaners remain the main segments
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- Figure 14: Segments’ value share of household cleaners market, China, US and UK, 2015
- Figure 15: Frequencies of cleaning floor and window, China and UK
Market Factors
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- More households drive consumption of household cleaners
- Second-child policy brings more advanced cleaning needs
- Pursuit of better living environment
The Consumer — What You Need to Know
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- Changing ownership of different household appliances
- High earners doing it themselves
- Polishing is gaining consumers’ attention
- Efficacy is a must-have even in a green cleaning product
- Non-disposable and gentle cleaning products are mainstream
- Families with children have more advanced cleaning needs
- Consumers are returning to kitchen with a changing cooking style
Household Appliances Ownership
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- Consumers are into western-style cooking
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- Figure 16: Ownership of household appliances, 2016 vs 2014
- Greater dependence on automatic cleaners
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- Figure 17: Ownership of automatic cleaning products, by age, December 2016
- Household cleaning has gone beyond just eliminating visible dirt
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- Figure 18: Ownership of air purifier, by city, December 2016
Cleaning Responsibilities
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- Young couples are increasingly engaged in household cleaning
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- Figure 19: Cleaning responsibilities, 2016 vs 2014
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- Figure 20: Cleaning responsibilities, 2016 vs 2014
- Busy working lives don’t prevent consumers from cleaning the house
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- Figure 21: Cleaning responsibilities, by monthly personal income, December 2016
Household Cleaning Frequency
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- Growing awareness on floor/furniture polish
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- Figure 22: Doing different household cleaning tasks once a week or more, 2016 vs 2014
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- Figure 23: Frequency of polishing floor and furniture, 2016 vs 2014
- Figure 24: Examples of floor care guidance on Bona official website, 2016
- Males undertake more light cleaning tasks
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- Figure 25: Doing different household cleaning tasks once a week or more, by gender, December 2016
- Pollution pushes northerners to clean more frequently
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- Figure 26: Cleaning floor/furniture surface once a week or more, by region, December 2016
Definition of Household Cleanliness
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- Deodorization is the primary aspect for household cleaning
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- Figure 27: Definition of household cleaning, December 2016
- Families with children set higher standards for household cleaning
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- Figure 28: Percentage of considering these standards very important, by family structure, December 2016
- Opportunities to upmarket anti-bacterial and scented products
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- Figure 29: Percentage of considering these standards very important, by monthly household income, December 2016
- Females are less tolerant of visible fibre/hair
Ideal Green Cleaning Products
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- Diversified perceptions for green products
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- Figure 30: Perception of an ideal green cleaning product, December 2016
- Efficacy is a must-have even in green cleaning products
- Gentle products users prefer natural ingredients
Household Cleaning Habits and Lifestyle
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- Consumers prefer to clean an untidy area upon noticing it
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- Figure 31: Household cleaning habits, December 2016
- Non-disposable cleaning products are still the mainstream
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- Figure 32: Preference for disposable or non-disposable products, December 2016
- Disposable products for shiny surfaces and pleasant scent
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- Figure 33: Percentage of consumers who consider these standards very important, by preference for disposable products, December 2016
- Figure 34: Examples of scented/polishing disposable cleaning products, UK and Norway, 2016-17
- Gentle products appeal to more consumers
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- Figure 35: Preference on gentle or heavy duty cleaning products, December 2016
- Consumers are returning to kitchen with a changing cooking style
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- Figure 36: Preference for gentle/heavy duty products, by dieting habits, December 2016
- The elderly may need an extra pair of hands, while the young clean more by themselves
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- Figure 37: Household cleaning habits, by age, December 2016
Meet the Mintropolitans
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- Mintropolitans are more likely to clean by themselves
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- Figure 38: Cleaning responsibilities, by consumer segmentation, December 2016
- Mintropolitans tend to have more household appliances
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- Figure 39: Ownership of household appliances, by consumer segmentation, December 2016
- Mintropolitans have advanced needs to keep home clean
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- Figure 40: Percentage of considering these standards very important, by consumer segmentation, December 2016
Appendix – Methodology and Abbreviations
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- Methodology
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