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Cleaning for the Family - UK - January 2015

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
Market drivers
Nearly 8 million families with dependent children
Figure 1: Breakdown of families (parents of under-18s) who do cleaning tasks, by age, October 2014
The consumer
Kitchen surfaces cleaned most frequently
Figure 2: Doing cleaning tasks more than once week – Families vs. other groups, October 2014
Room for more sharing of cleaning responsibilities in families
Figure 3: Responsibility for different cleaning tasks in families, October 2014
Ovens and toilets the worst cleaning jobs
Figure 4: Most disliked cleaning tasks – Families vs. other groups, October 2014
Families more concerned about health and hygiene issues
Figure 5: Any concern with issues relating to health and hygiene in cleaning – Families vs. other groups, October 2014
Tesco and Asda appeal more to families
Figure 6: Source of purchase for household cleaning products – Families vs. other groups, October 2014
Branded cleaning products the main choice for families
Figure 7: Choice between branded and own-brand cleaning products by families, October 2014
Figure 8: What people look out for when shopping for cleaning products – Families vs. other groups, October 2014
What we think
ISSUES AND INSIGHTS
Making the most disliked cleaning tasks less of a chore
The facts
The implications
Product categories that should increase their focus on families
The facts
The implications
Implications of health and hygiene concerns for the market
The facts
The implications
TREND APPLICATION
Trend: Creature Comfort
Trend: Totophobia
Trend: Life Hacking
MARKET DRIVERS
Key points
Dip in live births follows 10-year increase
Figure 9: Number of live births in UK, 2000-13
25-34-year-olds a key group to target
Figure 10: Breakdown of families (parents of under-18s) who do cleaning tasks, by age, October 2014
Figure 11: Trends in the age structure of the UK population, 2009-19
Figure 12: Families with dependent children, by number of dependent children in the family, 2003 and 2013
Six in 10 families contain married couples
Figure 13: Families in the UK with dependent children, by family type, 2003 and 2013
Pets an important part of modern families
Figure 14: Pet ownership by families (parents with under-18s), October 2014
Most families OK financially but not a lot of money to spare
BRAND RESEARCH
Brand map
Figure 15: Attitudes towards and usage of brands in the household cleaning sector, November 2014
Correspondence analysis
Brand attitudes
Figure 16: Attitudes, by household cleaning brand, November 2014
Brand personality
Figure 17: Household cleaning brand personality – Macro image, November 2014
Figure 18: Household cleaning brand personality – Micro image, November 2014
Brand experience
Figure 19: Household cleaning brand usage, November 2014
Figure 20: Satisfaction with various household cleaning brands, November 2014
Figure 21: Consideration of household cleaning brands, November 2014
Brand recommendation
Figure 22: Recommendation of selected household cleaning brands, November 2014
THE CONSUMER – FREQUENCY OF DOING DIFFERENT CLEANING TASKS
Key points
Kitchen surfaces cleaned most frequently
Figure 23: Frequency of doing different cleaning tasks in families, October 2014
Figure 24: Doing cleaning tasks more than once week – Families vs. other groups, October 2014
Families an important target market for floor care brands
Figure 25: Vacuuming the floors or mopping floors once a day or more – All vs. owners of dogs and cats, October 2014
Room to encourage more daily bathroom cleaning
Polishing/dusting more frequent in families
THE CONSUMER – RESPONSIBILITY FOR DIFFERENT CLEANING TASKS
Key points
Gender imbalance in cleaning family homes
Figure 26: Responsibility for different cleaning tasks in families, October 2014
Figure 27: Responsibility for different cleaning tasks in families, by gender, October 2014
THE CONSUMER – MOST DISLIKED CLEANING TASKS
Key points
Cleaning the oven the worst cleaning job
Figure 28: Most disliked cleaning tasks in families, October 2014
Figure 29: Most disliked cleaning tasks – Families vs. other groups, October 2014
Cleaning windows another neglected task
THE CONSUMER – HEALTH AND HYGIENE ASPECTS OF FAMILY CLEANING
Key points
Mixture of health and hygiene concerns
Figure 30: Levels of concern with issues relating to health and hygiene in cleaning, October 2014
Figure 31: Any concern with issues relating to health and hygiene in cleaning – Families vs. other groups, October 2014
Air quality and allergies of concern to families
Germs a big concern for families
THE CONSUMER – WHERE FAMILIES SHOP FOR CLEANING PRODUCTS
Key points
Tesco has big lead in cleaning products
Figure 32: Source of purchase for household cleaning products, October 2014
Figure 33: Source of purchase for household cleaning products – Families vs. other groups, October 2014
Shopping around for cleaning products
Figure 34: Cross-analysis of stores used by families for buying cleaning products, October 2014
Four in 10 families use one store for buying cleaning products
Figure 35: Number of different stores used by families for buying cleaning products, October 2014
Figure 36: Stores where household cleaning products are bought from, by repertoire of stores where household cleaning products are bought from, October 2014
THE CONSUMER – BUYING BEHAVIOUR
Key points
Branded cleaning product important to families
Figure 37: Choice between branded and own-brand cleaning products by families, October 2014
Families look for special offers to save money
Figure 38: What families look out for when shopping for cleaning products, October 2014
Figure 39: What people look out for when shopping for cleaning products – Families vs. other groups, October 2014
Child-safe and pet-friendly cleaning products
Eco-friendly products and budget own-brands
Special offers most important to shoppers at all retailers
Figure 40: What families look out for when shopping for cleaning products, by retailers shopped for household cleaning products, October 2014

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