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Cleaning the House: Incl Impact of COVID-19 - US - April 2020
Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Overview
Executive Summary
Impact of COVID-19 on Cleaning the House

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Cleaning the House: Incl Impact of COVID-19 - US - April 2020
Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

The Market – What You Need to Know
Market Perspective
Impact of COVID-19 on Cleaning the House

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Cleaning the House: Incl Impact of COVID-19 - US - April 2020
Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

What to Watch
The Consumer – What You Need to Know
Housecleaning and Shopping Responsibilities
Cleaning Frequency
Reasons for Cleaning More or Less Often
Preferred Cleaning Product Attributes
Attitudes toward Cleaning

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Cleaning the House: Incl Impact of COVID-19 - US - April 2020
Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Market Factors
Key Players – What You Need to Know
Market Spotlight: Cleaning Tools
What’s Happening

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Cleaning the House: Incl Impact of COVID-19 - US - April 2020
Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Consumer Segmentation – Attitudes toward Cleaning
Appendix – Data Sources and Abbreviations
Appendix – Key Players
Search

What you need to know

Americans are on top of their domestic game, and although there is a common desire for a simplified cleaning experience, the rapid spread of COVID-19 is shifting cleaning behaviors and priorities. In these uncertain times, natural interests will take a backseat as consumers focus on disinfection and germ killing to protect their health and the health of the home to gain peace of mind. As concerns ease and consumers move into the 'next' normal, value, safety and health will move back as top priorities.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the household care market.

  • How the market will fare during the COVID-19 recession

  • Household cleaning and shopping behaviors

Definition

This Report examines consumer attitudes and behaviors toward housecleaning and shopping for cleaning products. For the purposes of this Report, Mintel has used the following definitions:

  • Kitchen cleaning

  • Mopping/sweeping floors

  • Toilet

  • Vacuuming

  • Other bathroom cleaning

  • Bathtub/shower

  • Knobs/handles

  • Oven

  • Polishing/dusting items

  • Upholstery/fabrics

  • Windows

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