Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Household cleaning products
- Household appliances
Future Opportunities
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- Extending the love of laundry
- One scent
- Insights
- Hoovering for health
- Focusing on fitness to forget about the chore
- Insights
Market in Brief
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- The impact of attitudes on market sales
- Hatred of housework
- Are men’s standards lower than women’s?
- Overcoming apathy to cleaning
- Key cleaning motivations
- What attitudes will prevail?
Internal Market Environment
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- Key points
- How clean is your house?
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- Figure 1: Selected attitudes towards housework, GB, 2004-08
- More relaxed approach to cleaning
- Ownership of household appliances
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- Figure 2: Trends in ownership of household appliances, 2004-08
- Appliances make light of the task
- Number of bathrooms
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- Figure 3: Number of bathrooms in home, 2004-08
- Allergies and skin conditions
- Selected minor ailments and skin conditions
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- Figure 4: Selected minor ailments and skin conditions suffered from in the last 12 months, GB, 2004-08
- Further potential for allergy-oriented products
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- Figure 5: Allergies that people are prone to, GB, 2008
Broader Market Environment
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- Key points
- Smaller households, bigger lethargy
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- Figure 6: Trends in UK household size, 2003-13
- Working status of women
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- Figure 7: Working status of women, 2004-08
- Green issues
Competitive Context
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- Key points
- Chore vs enjoyment
- Leisure
- Keep-fit and keep clean
Who’s Innovating?
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- Key points
- Innovation focuses on least hated chore
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- Figure 8: UK GNPD – launches of household cleaning products, percentage breakdown, 2003-08
- Innovation lacking amongst products for hated chores
- Launch activity by subcategory
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- Figure 9: UK GNPD – key subcategories for launch activity, 2003-08
- Product positioning trends
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- Figure 10: UK GNPD – leading five positioning claims for household cleaning product launches, 2006-08
- Surge in environmentally friendly products
- Botanical beauty
- Feel the force
Market Size and Segmentation of Household Cleaning Products
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- Key points
- Value sales of household cleaning products
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- Figure 11: UK value sales of household cleaning products and appliances, 2003-08
- Ambience and convenience most attractive
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- Figure 12: UK retail value sales of household cleaning, by sector, 2003-08
- Convenience is key
- Dishwashing detergents doing well
- Tapping into consumer interest
Brand Communication and Promotion
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- Key points
- Main monitored adspend
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- Figure 13: Main monitored media advertising spend on household cleaning*, 2004-08
- Support for the spring clean
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- Figure 14: Main monitored media advertising spend on household cleaning products and appliances, by month, 2004-08
- Leading advertisers
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- Figure 15: Leading advertisers in household products and appliances, 2008
- Adspend by subcategory
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- Figure 16: Main monitored media advertising spend on household cleaning, by sub-category, 2004-08
- Categories benefiting from higher adspend
- Marketing themes
- Surviving family life
- Making tough jobs easier
- Caring about the environment
- Retailers focus on discounts
- Future marketing themes
Consumer Usage of Household Cleaning Products
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- Key points
- Household cleaning products
- Trends in frequency of use
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- Figure 17: Trends in frequency of using household cleaning products, by type, 2004-08
- Household cleaners
- Hands-off approach drives use of lavatory cleaners
- Bleach on a budget
- Household fresheners
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- Figure 18: Penetration and frequency of using air fresheners, GB, 2004-08
- Dishwashing detergents
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- Figure 19: Trends in usage of dishwashing detergents, 2004-08
- Clothes-washing detergents
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- Figure 20: Trends in usage of home laundry products, 2004-08
Consumer Apathy Towards Individual Chores
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- Key points
- Hot issue – oven cleaning is most hated chore
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- Figure 21: Apathy towards household chores, November 2008
- Young dislike the dirty jobs
- The kitchen – keeping up appearances
- Leave it for another day
- Age mobility
- Male/female divide
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- Figure 22: Most hated household chores, by gender, November 2008
- Beauty benefits laundry
- Appliance ownership increases tolerance of chores
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- Figure 23: Dislike of doing the dishes and cleaning the kitchen, by dishwasher ownership, November 2008
- Little love for household chores
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- Figure 24: Number of household chores that adults hate doing, November 2008
Consumer Approach to Cleaning and Tidying
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- Key points
- Approach to cleaning
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- Figure 25: Approach to cleaning and tidying, November 2008
- Women most likely to keep up appearances
- Under-25s less house-proud
- Differentiating between clean and tidy
- Division of chores
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- Figure 26: Apathy towards household chores, by division of responsibilty of housework, November 2008
- Those who share the chores are least likely to hate them
- Gender and its influence
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- Figure 27: Attitudes towards cleaning, by gender, November 2008
- Household still women’s work
- The shirkers
- On top of the housework or overwhelmed
- Target groups
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- Figure 28: On top and overwhelmed target groups, November 2008
- On top
- Who are they?
- In between/neither
- Who are they?
- Overwhelmed
- Who are they?
Consumer Attitudes Towards Household Cleaning
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- Key points
- Attitudes towards household cleaning
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- Figure 29: Attitudes towards household cleaning, November 2008
- Embarrassment offers opportunities
- The need for gender realignment
- ‘I hate cleaning’
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- Figure 30: Most hated chores among those who hate cleaning, November 2008
- Target groups – by extent of hatred of chores
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- Figure 31: On top and Overwhelmed target groups, by the number of household chores that adults hate doing, November 2008
- Overload for the Overwhelmed
- Target groups – by attitudes towards household cleaning
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- Figure 32: Target groups, by attitudes towards household cleaning, November 2008
- Show home
- Show home or on show?
- Who are they?
- Reluctant Cleaners
- There are better things to do
- Who are they?
- Relaxed Approach
- The difference between clean and tidy
- Who are they?
- Duty Bound
- Home making
- Who are they?
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
Appendix – Consumer Apathy Towards Chores
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- Figure 33: Consumer apathy towards household chores, by demographic sub-group, November 2008
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- Figure 34: Consumer apathy towards household chores, by demographic sub-group, November 2008
- Number of chores hated
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- Figure 35: Number of household chores that adults hate doing, by type of chores, November 2008
- Figure 36: Number of household chores that adults hate doing, by demographic sub-group, November 2008
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Appendix – Consumer Approach to Cleaning and Tidying
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- Figure 37: Consumer approach to cleaning and tidying, by demographic sub-group, November 2008
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- Figure 38: Consumer approach to cleaning and tidying, by demographic sub-group, November 2008
- Target groups
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- Figure 39: On top and Overwhelmed target groups, by demographic sub-group, November 2008
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Appendix – Consumer Attitudes Towards Household Cleaning
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- Figure 40: Consumer attitudes towards household cleaning, by demographic sub-group, November 2008
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- Figure 41: Consumer attitudes towards household cleaning, by demographic sub-group, November 2008
- Target groups
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- Figure 42: Target groups on attitudes towards household cleaning, by demographic sub-group, November 2008
- Cross-tabulation of target groups, by attitude
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- Figure 43: Cross-tab of target groups on attitudes towards household cleaning, November 2008
- Figure 44: Target groups on attitudes towards household cleaning, by approach to cleaning and tidying, November 2008
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- Figure 45: Target groups on attitudes towards household cleaning, by attitudes towards household cleaning, November 2008
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- Figure 46: Target groups on attitudes towards household cleaning, by on top and Overwhelmed target groups, November 2008
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- Figure 47: Target groups on attitudes towards household cleaning, by number of household chores that adults hate doing, November 2008
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