Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- COVID-19: Market context
- Impact of the January lockdown and the vaccination rollout
- Economic and other assumptions
- Products covered in this Report
Executive Summary
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- Impact of COVID-19 on consumer behaviour and cleaning the homes
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- Figure 1: Short, medium and long-term impact of COVID-19 on household cleaners, 11 January 2021
- The market
- Adapt to consumers prioritising value for money
- Position cleaning brands as wellbeing partners
- Use technology to enhance the cleaning experience
- Stand out with sustainability initiatives
- The consumer
- Staying at home during pandemic led to increase in cleaning occasions
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- Figure 2: Average time spent cleaning the home in a typical week, August 2019 and September 2020
- Lockdowns increase the importance of outdoor spaces
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- Figure 3: Time spent tending to outside spaces, by age, September 2020
- Help make surface cleaning a more enjoyable task
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- Figure 4: Change in frequency of cleaning tasks since COVID-19, September 2020
- Motivate different age groups with distinct strategies
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- Figure 5: Motivations for cleaning the home, September 2020
- Ensure that homes are safe, happy and at their best
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- Figure 6: Cleaning behaviours, September 2020
- Utilise social media to influence cleaning behaviours
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- Figure 7: Sources of information for cleaning tips and ideas, September 2020
- Increase visibility of sustainable initiatives
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- Figure 8: Attitudes towards cleaning in and around the home, September 2020
Issues and Insights
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- Challenge gender disparity caused by COVID-19
- Seek to directly influence consumer wellbeing
The Market – Key Takeaways
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- COVID-19 creates the opportunity for own-label to take the initiative
- Capitalise on consumer loyalty through direct-to-consumer channels
- Transform the image of brands by aligning with mental health
- Be bold on sustainability to stand out over the long term
Market Drivers
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- Impact of the January 2021 lockdown
- The volatile job market will shrink consumer spending
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- Figure 9: OBR expectations for GDP and unemployment, 2020-25
- Private label will tap into the price-sensitive market
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- Figure 10: Examples of private-label eco-friendly cleaning products, 2020
- Use the early months of 2021 to capitalise on loyalty
- Leverage the direct-to-consumer channel to keep consumers engaged
- Cater to the demands of the growing older generations
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- Figure 11: Trends in the age structure of the UK population, 2015-25
- Own the responsibility of mental wellbeing of consumers
- Use aromatherapy and improve performance to become a wellbeing aid
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- Figure 12: Cleaning products launches with aromatherapy claims, November 2019-October 2020
- Exploit technology to elevate the cleaning experience
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- Figure 13: OurHome is chore management app that gamifies chores for kids, 2020
- Promote the importance of formulation in sustainability strategies
- Use refills to increase engagement with shopping
- Explore upcycling options in product packaging
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- Figure 14: Method’s limited edition Art Collection bottles, 2020
The Consumer – Key Takeaways
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- Germicidal properties will be a priority until the virus disappears
- Boost engagement with men through purposeful initiatives
- Use products to create a healthy, happy and productive home
The Impact of COVID-19 on Consumer Behaviour
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- Offer germ-killing capability to alleviate consumer concerns
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- Figure 15: Concern about exposure to COVID-19/coronavirus, 28 February-19 November 2020
- Pay attention to the requirements of older generations
- Merge current functional focus with added longer-term value benefits
- Enable homes to become a sanctuary
- Bestow consumers with an immersive experience
- Get business ready for upsurge in the online shopping channel
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- Figure 16: Shopping behaviours during COVID-19, 16 April-19 November 2020
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- Figure 17: Concentrated household cleaner refills launched in the UK, 2020
- Leverage the power of subscription services amidst fear of shortages
- Environment concerns will return to centre stage
Time Spent Cleaning the Home
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- Hygiene concerns surge during pandemic
- Staying at home increases time spent cleaning
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- Figure 18: Average time spent cleaning the home in a typical week, August 2019 and September 2020
- Women take the brunt of additional cleaning
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- Figure 19: Average time spent cleaning the home in a typical week, by gender, September 2020
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- Figure 20: Percentage point change in average time spent cleaning the home in a typical week, by gender, August 2019 and September 2020
- Build men’s confidence in cleaning
- Look beyond germicidal products to appeal to women
- Vulnerable age groups fear the worst may happen to them
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- Figure 21: Average time spent cleaning the home in a typical week, by age, November 2019 and September 2020
- Figure 22: Hard surface cleaners which claim to kill more than 99% of known germs, 2020
Time Spent Tending Outside Spaces
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- Lockdowns increase the importance of outdoor spaces
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- Figure 23: Average time spent tending to outside spaces, September 2020
- Appeal to the more engaged over-55s
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- Figure 24: Time spent tending to outside spaces, by age, September 2020
Changes in Cleaning Behaviours since COVID-19
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- Surface cleaning increases due to hygiene concerns and lifestyle changes
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- Figure 25: Change in frequency of cleaning tasks since COVID-19, September 2020
- Help make surface cleaning a more enjoyable task
- Challenge gender disparity in cleaning tasks
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- Figure 26: Change in frequency of cleaning tasks since COVID-19, by gender, September 2020
- Enable consumers to create relaxing havens in toilets and bathrooms
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- Figure 27: Cleaning products infused with essential oils, November 2019-October 2020
Motivations for Cleaning the Home
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- Focus on scents to keep cleaning engagement high
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- Figure 28: Motivations for cleaning the home, September 2020
- Adjust health and efficacy messaging to appeal to older groups
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- Figure 29: Product launches with antiviral claims, 2020
- Incentivise younger groups through the emotional impact of cleaning
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- Figure 30: Motivations for cleaning the home, by generation, September 2020
Cleaning Behaviours
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- Ensure that homes are safe, happy and at their best
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- Figure 31: Cleaning behaviours, September 2020
- Encourage consumers to take control with cleaning routines
Sources of Cleaning Tips and Ideas
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- Maximise touchpoints with self-reliant consumers
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- Figure 32: Source of information for cleaning tips and ideas, September 2020
- Use the influence of family and friends to engage new consumers
- Extend social media reach to create more impact
Attitudes towards Cleaning
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- Environment will come back into focus for consumers
- Increase visibility of sustainable initiatives
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- Figure 33: Attitudes towards cleaning in and around the home, September 2020
- Prove efficacy of eco-friendly brands
- Position multipurpose products as more convenient
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- Figure 34: Multipurpose cleaning product launches, 2020
- Go beyond pet-friendly to create cleaning products suited for pets
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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