Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- COVID-19 concerns drive the market up, Black consumers increase share of spending
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- Figure 1: Black consumer spending on household cleaning and percentage of total, at current prices, 2015-20
- Consumer overview
- Four segments present different opportunities for household cleaning brands
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- Figure 2: Black consumer household cleaning segments, March 2020
- Impact of COVID-19 on Black consumers and household cleaning
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- Figure 3: Increased use of disinfectants/household cleaning products due to COVID-19, by Black/all/White and gender, April 10-16, 2020
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- Figure 4: Short, medium and long-term impact of COVID-19 on household cleaning and Black consumers, October 2020
- Opportunities and challenges
- Promote online shopping with an emphasis on ease and prevention
- A focus on value may prompt trading down to lower-priced products
- Black households use a wider variety of cleaning products
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- Figure 5: Number of household cleaning products used, by all and Black consumers, April 2019-June 2020
- Potential for products to claim effectiveness against COVID-19
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- Figure 6: Top cleaning product attributes important to Black consumers, March 2020
- Tap into an underserved market – single Black men
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- Figure 7: Sole responsibility for household cleaning and shopping, by Black/White and gender, March 2020 and January 2020
The Market – Key Takeaways
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- Black consumers increasing their share of spend on household cleaning
- eCommerce is niche but growing
Black Consumers by the Numbers
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- Black consumers account for about 13% of total population or 44.7 million
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- Figure 8: US population – Number and share, by Black vs non-Black, 2015-25
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- Figure 9: US population – Generation distribution, by Black vs total, 2020
- About one third of Black households are low income, but middle-income households are nearly on par with the average
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- Figure 10: Household income, by race and Hispanic origin, 2018
- Household structure impacts cleaning needs
- Black adults are more likely to live alone
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- Figure 11: Household size, by race and Hispanic origin, 2019
- Same number of adults, but more children in Black households
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- Figure 12: Average number of people per family household, by race/Hispanic origin, 2019
- More diversity in living arrangements
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- Figure 13: Household type, by race/Hispanic origin, 2019
Black Consumers and Household Cleaning – Market Size Estimate
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- COVID-19 concerns boost the household cleaning market overall
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- Figure 14: Total spending on household cleaning, at current prices, 2015-25
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- Figure 15: Key drivers affecting Mintel’s total market household cleaning forecast, 2019-25 (updated July 31, 2020)
- Black consumer spending spikes
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- Figure 16: Black consumer spending on household cleaning and percentage of total, at current prices, 2015-20
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- Figure 17: Black consumer spending on household cleaning, at current prices, and annual change, 2015-20
- Impact of COVID-19 on Black consumers and household cleaning
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- Figure 18: Lifestyle changes due to coronavirus outbreak, by total, Black total and gender, April 10-16, 2020
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- Figure 19: Short, medium and long-term impact of COVID-19 on household cleaning and Black consumers, October 2020
- Lockdown
- Re-emergence
- Recovery
- Learnings from the last recession
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- Figure 20: Consumer spending on household cleaning and paper products, annual, 2000-19 and Q1 2020
Market Share
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- Black households spend a greater share of household budget on laundry and cleaning supplies
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- Figure 21: US housekeeping supplies expenditures, by race, 2019
Market Factors
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- The Black population is more vulnerable to COVID-19
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- Figure 22: Difference between COVID-19 and unweighted/weighted* population, by race and Hispanic origin, September 2020
- Black consumers’ homeownership is lower, impacts household appliance ownership
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- Figure 23: Homeownership rate, by race and Hispanic origin, 2008-18
- Less square footage means less to clean
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- Figure 24: US number of bedrooms and bathrooms* in all occupied units, by race, 2019
- Drop in unemployment, reduced financial relief show mixed economic reality
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- Figure 25: Total and Black labor force participation and unemployment, January 2010-September 2020
Market Opportunities
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- Highlight convenience and safety of ecommerce
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- Figure 26: Walmart+ membership, September 2020
- Don’t forget the dollar stores – particularly for laundry and aircare
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- Figure 27: Retailers shopped in past six months for surface cleaners, by race and Hispanic origin, May 2020
- Relate to your audience
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- Figure 28: Pine-Sol Deeper than Clean, September 2020
- Potential to call out COVID-19
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- Figure 29: Household cleaners – International – COVID-19 claims, August-September 2020
Companies and Brands – Key Takeaways
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- When safety is at stake, two brands make it their priority to drive trust
- Green only goes so far
- Black consumers’ brand preferences vary by category
Competitive Strategies
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- Top brands expand influence with strategic partnerships for public spaces
- Clorox partnerships
- Lysol partnerships
- Consumer impact
- P&G addresses racial inequality
- “Green” garners general market appeal, Black consumers are less likely to be convinced
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- Figure 30: Natural/eco-friendly cleaning products
- Private label turns up the pressure
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- Figure 31: Private label competitors in household care
- Amazon offers stiffer competition
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- Figure 32: Amazon.com private label homecare products
Product Categories and Brands
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- Black consumers use a greater variety of household cleaning products
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- Figure 33: Number of household cleaning products used, by all and Black consumers, April 2019-June 2020
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- Figure 34: Household use of cleaning products – Product types, by all and Black consumers, April 2019-June 2020
- Dishwashing products
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- Figure 35: Household use of dishwashing products, by all and Black consumers, April 2019-June 2020
- Companies and brands
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- Figure 36: Brands most often – Dishwashing liquid, by all and Black consumers, April 2019-June 2020
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- Figure 37: Brands most often – Automatic dishwashing detergent, by all and Black consumers, April 2019-June 2020
- Deodorizers and floor cleaners
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- Figure 38: Household use of floor cleaners/room deodorizers, by all and Black consumers, April 2019-June 2020
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- Figure 39: Flooring in the home, by room, by all and Black/White consumers, March 2020
- Companies and brands
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- Figure 40: Brands most often – Floor wax or polish, by all and Black consumers, April 2019-June 2020
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- Figure 41: Brands most often – Air freshener sprays/room deodorizer, by all and Black consumers, April 2019-June 2020
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- Figure 42: Brands most often – Fabric/carpet deodorizers/fresheners, by all and Black consumers, April 2019-June 2020
- Kitchen and bathroom cleaners
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- Figure 43: Household use of kitchen/bathroom cleaners, by all and Black consumers, April 2019-June 2020
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- Figure 44: Brands most often – In-tank toilet cleaners, by all and Black consumers, April 2019-June 2020
- Laundry products
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- Figure 45: Household use of laundry products, by all and Black consumers, April 2019-June 2020
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- Figure 46: Brands most often – Laundry soaps/detergents, by all and Black consumers, April 2019-June 2020
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- Figure 47: Types most often and also – Laundry soaps/detergents, by all and Black consumers, April 2019-June 2020
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- Figure 48: Brands most often – Bleach (for laundry), by all and Black consumers, April 2019-June 2020
The Consumer – Key Takeaways
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- Varying attitudes toward cleaning results in different priorities and approaches
- Household cleanliness is a high priority
- Multipurpose is a must, demonstrates that convenience remains a consideration
- Natural and sustainable are nice, performance is critical
- With a focus on health, a clean home takes on greater meaning
The Black Consumer: Household Cleaning Segments
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- Four segments of Black adults who clean present different opportunities
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- Figure 49: Black consumer household cleaning segments, February 2018 and March 2020
- Basic Cleaners just want to get the job done
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- Figure 50: Profile of Basic Cleaners segment, March 2020
- Green Cleaners invest in safe sanitation
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- Figure 51: Profile of Green Cleaners segment, March 2020
- Stringent Cleaners take homecare personally
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- Figure 52: Profile of Stringent Cleaners segment, March 2020
- For Easy Cleaners, it’s (almost) all about the money
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- Figure 53: Profile of Easy Cleaners, March 2020
Household Cleaning and Shopping Responsibility
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- Nearly all Black consumers clean their homes and shop for products
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- Figure 54: Household cleaning responsibilities, by Black/all/White and gender, March 2020 and January 2020
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- Figure 55: Household cleaning product shopping responsibilities, by Black/all/White and gender, March 2020 and January 2020
- Prioritize Green Cleaners and Stringent Cleaners
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- Figure 56: Household cleaning responsibilities, by Black consumer cleaning segments, March 2020
- Walmart’s selection and low prices makes it the top retailer
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- Figure 57: Black consumers’ preferred grocery shopping locations, October 2019
Change in Cleaning Frequency
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- Black women are putting a higher priority on cleaning due to COVID-19
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- Figure 58: Higher spending priority for household care products, by Black and White women, April-September 2020
- Anticipate increased time and energy dedicated to the home
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- Figure 59: Cleaning frequency compared to a year ago, by Black/all/White and gender, March 2020 and January 2020
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- Figure 60: Average hours per day engaged in household activities (including travel), by Black/all/White and gender, 2003-19
- Green Cleaners are most likely to increase their cleaning frequency
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- Figure 61: Cleaning frequency compared to a year ago, by Black consumer cleaning segments, March 2020
Reasons for Cleaning More Frequently
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- Disinfecting is more important than appearances
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- Figure 62: Black consumers’ reasons for cleaning more often, March 2020
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- Figure 63: Increased use of disinfectants/household cleaning products due to COVID-19, by Black/all/White and gender, April 10-16, 2020
- Cleaning isn’t always a thankless chore
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- Figure 64: Reasons for cleaning more often – Women, by Black/White and indexed to all, March 2020 and January 2020
- Cleaning segments have different motivations for increased cleaning
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- Figure 65: Cleaning frequency compared to a year ago, by Green Cleaners segment, March 2020
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- Figure 66: Cleaning frequency compared to a year ago, by Stringent Cleaners segment, March 2020
Important Cleaning Product Attributes
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- Functional attributes are at the forefront
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- Figure 67: Important cleaning product attributes, by Black/White and indexed to all, March 2020 and January 2020
- Brand and natural ingredients gain ground
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- Figure 68: Cleaning product attributes important to Black consumers, February 2018 and March 2020
- TURF shows that secondary attributes can lead to broader appeal
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- Figure 69: TURF analysis – Cleaning product attributes important to Black consumers, March 2020
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- Figure 70: Table – TURF analysis – Cleaning product attributes important to Black consumers, March 2020
- TURF methodology
- Across all cleaning segments, fundamentals are first
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- Figure 71: Important cleaning product attributes, by Black consumer cleaning segments, March 2020
Attitudes and Behaviors toward Cleaning Equipment
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- In the contest between reusability vs sustainability, hygiene wins
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- Figure 72: Attitudes and behaviors toward cleaning equipment – Women, by Black/White and indexed to all, March 2020 and January 2020
- Middle-aged Black women want the convenience of disposability
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- Figure 73: Black consumers’ attitudes and behaviors toward cleaning equipment – Reusability, by gender and age, March 2020
Attitudes toward Cleaning
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- Black consumers see their home as a reflection of themselves
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- Figure 74: Black consumers’ feelings about home, by gender and age, March 2020
- Break the cognitive link that convenience means sacrificing performance
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- Figure 75: Black consumers’ feelings about convenience and cleaning, by gender and age, March 2020
- Basic products are good enough as long as they disinfect
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- Figure 76: Black consumers’ feelings about cleaning product performance, by gender, March 2020
- Older Black women need a compelling reason to break their routines
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- Figure 77: Black women’s feelings about cleaning product performance, by age, March 2020
- Natural is nice but not necessary
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- Figure 78: Black consumers’ feelings about cleaning product ingredients/health, March 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Demographic data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 79: Black consumer/total spending on household cleaning, at current prices, 2015-20/2015-25
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Appendix – The Consumer
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- Important cleaning product attributes
- TURF methodology
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- Figure 80: Important cleaning product attributes – Women, by Black/White and indexed to all, March 2020 and January 2020
Appendix – Mintel Trend Drivers
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- Figure 81: Mintel Consumer Trend Drivers and Pillars
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