Table of Contents
Introduction & Abbreviations
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- Introduction
- Other Relevant Reports
- Definition
- Abbreviations & Terms
- Abbreviations
- Terms
Executive Summary
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- Convenience drives the market
- Household cleaning products used
- Who uses household cleaning products
- Sole-brand usage of household cleaning products
- Changing consumer behavior has not impacted satisfaction
- Disposable cleaning cloths/wipes
- All-purpose cleaners have an edge
- Concern for public cleanliness does not translate into action
Market Drivers
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- Changing lifestyles
- Consumers seek convenience
- Changing cleaning habits
- Creating germ- and allergen-free environments
- Home decorating trends drive industry innovation
- Demographic trends present challenges and opportunities
- Number of households
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- Figure 1: Numbers of households, 1998-2003
- Size of households
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- Figure 2: Number of people per household, 1980-2000
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- Figure 3: Average household size, 1998-2008
- New household formation/Newlyweds
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- Figure 4: U.S. population projections, by age group, 1998-2008
- Presence of children
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- Figure 5: Number of U.S. households with children, 1998-2003
- Figure 6: Usage of household cleaning products, by presence of children, January-September 2003
- Aging consumers
- Race/ethnicity of households
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- Figure 7: Number of U.S. households, by race/ethnicity, 1998-2008
- Professional cleaning services buy time
- New product innovation
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- Figure 8: Number of new product launches, by product and launch type, 1998-2003
- Format
- Fragrance
- Multiple benefits
- Natural products
The Consumer
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- Introduction
- Household product usage
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- Figure 9: Trends in usage of household cleaning products, 2000-03
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- Graph 1: Usage of household cleaners, 2000-03
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- Figure 10: Usage of household cleaning products, by key demographic variables, January-September 2003
- Age
- Younger adults
- Older adults
- Household income
- Race/ethnicity
- Marital status
- Household size
- Presence of children
- Household usage by product type
- Window/glass cleaner
- Amount of window/glass cleaner used
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- Figure 11: Number of cans or bottles of window/glass cleaners used in the last six months, January-September 2003
- How glass/window cleaners are used
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- Figure 12: How glass/window cleaners are used in the household, January-September 2003
- All-purpose household cleaning products
- Types of all-purpose household cleaning products used
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- Figure 13: Types of all-purpose household cleaning products used and how they are used in the household, January-September 2003
- How all-purpose household cleaning products are used
- Consumer interest in all-purpose cleaners
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- Figure 14: Interested in all-in-one cleaners, agree summary, February 2004
- Abrasive cleaner
- Amount of abrasive cleaner used in the household
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- Figure 15: Number of containers of abrasive cleaners used in the last 30 days, January-September 2003
- Types of abrasive cleaner used in the household
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- Figure 16: Types of abrasive cleaner used in the household, January-September 2003
- Furniture polish
- Amount of furniture polish used in the household
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- Figure 17: Number of packages or containers of furniture polish used in the last 30 days, January-September 2003
- Scented vs unscented furniture polish usage
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- Figure 18: Scented vs unscented furniture polish used in the household, January-September 2003
- In-bowl toilet cleaner/in-tank toilet cleaner
- Amount of in-bowl and in-tank toilet bowl cleaner used in the household
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- Figure 19: Number of bottles, cans or containers of in-bowl and in-tank toilet bowl cleaner used in the last six months, January-September 2003
- Drain cleaner
- Amount of drain cleaner used in the household
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- Figure 20: Number of cans, bottles or containers of drain cleaner used in the last 12 months, January-September 2003
- Types of drain cleaner used in the household
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- Figure 21: Types of drain cleaner used in the household, January-September 2003
- Rug cleaner/shampoo/deodorizer
- Amount of rug cleaner/shampoo/deodorizer used in the household
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- Figure 22: Number of bottles, cans or boxes of rug cleaner/shampoo and rug deodorizer used in the last six months, January-September 2003
- Types of rug cleaner/shampoo used in the household
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- Figure 23: Types of rug cleaner/shampoo used in the household, January-September 2003
- Oven cleaner
- Amount of oven cleaner used in the household
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- Figure 24: Number of cans/packages/pads/jars of oven cleaner used in the last six months, January-September 2003
- Floor wax/polish
- Amount of floor wax/polish used in the household
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- Figure 25: Number of bottles, cans or containers of floor wax/polish used in the last six months, January-September 2003
- Type and kind of floor wax/polish used in the household
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- Figure 26: Type and kind of floor wax/polish used in the household, January-September 2003
- Metal polish/cleaner
- Types of specialty polish/cleaner used in the household
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- Figure 27: Types of specialty polish/cleaner used in the household, January-September 2003
Brand Loyalty
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- Figure 28: Sole-brand usage of household cleaning products, January-September 2003
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- Figure 29: Sole-brand usage of household cleaning products, by age, January-September 2003
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- Figure 30: Sole-brand usage of household cleaning products, by household income, January-September 2003
- Figure 31: Sole-brand usage of household cleaning products, by race/ethnicity, January-September 2003
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- Figure 32: Sole-brand usage of household cleaning products, by household size, January-September 2003
- CONSUMER CLEANING BEHAVIOR
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- Figure 33: Consumer cleaning behavior, February 2004
- Figure 34: Consumer satisfaction with cleanliness of home, by cleaning approach, February 2004
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- Figure 35: Consumer cleaning behavior, by age, February 2004
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- Figure 36: Consumer cleaning behavior, by household income, February 2004
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- Figure 37: Consumer cleaning behavior, by presence of children, February 2004
- PENETRATION OF DISPOSABLE CLEANING WIPES
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- Figure 38: Use disposable cleaning cloths, 2003 and 2004
- Graph 2: Types of wipes used among respondents who reported ever using wipes, 2003 and 2004
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- Figure 39: Use of disposable cleaning cloths, by gender, February 2004
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- Figure 40: Use of disposable cleaning cloths, by age, February 2004
- Figure 41: Use of disposable cleaning cloths, by household income, February 2004
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- Figure 42: Use of disposable cleaning cloths, by presence of children, February 2004
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- Figure 43: Use of disposable cleaning wipes, February 2004
- Opinions about disposable cleaning cloths
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- Figure 44: Opinions about disposable cleaning wipes, February 2004
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- Figure 45: Opinions about disposable cleaning wipes, by age, February 2004
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- Figure 46: Opinions about disposable cleaning wipes, by presence of children, February 2004
- Satisfaction with disposable cleaning wipes
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- Figure 47: Satisfaction with disposable cleaning wipes, February 2004
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- Figure 48: Satisfaction with disposable cleaning wipes, by gender, February 2004
- Figure 49: Satisfaction with disposable cleaning wipes, by age, February 2004
- CLEANING OUTSIDE THE HOME
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- Figure 50: Attitudes towards the cleanliness of public places and the use of travel size cleaning products, February 2004
- Figure 51: Attitudes towards the cleanliness of public places and the use of travel size cleaning products, by gender, February 2004
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- Figure 52: Attitudes towards the cleanliness of public places and the use of travel size cleaning products, by age, February 2004
- Figure 53: Attitudes towards the cleanliness of public places and the use of travel size cleaning products, by presence of children, February 2004
- SUMMARY
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Appendix: Trade Associations
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