Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Green products and private label offer bright spots
- Convenient, easy-to-use wipes compete with conventional cleaners
- All segments have seen sales fall from 2006-08
- From 2006-08, supermarkets lose market share to “other” retailers
- Mass merchandisers expand offerings and see sales grow substantially
- Broad cultural changes lead to less cleaning in American households
- The economic downturn is leading Americans to cut spending on cleaners
- Concern about chemicals and green living trends boost demand for green cleaners
- Clorox, Reckitt Benckiser and SC Johnson lead the market
- Leading suppliers offer diverse portfolios with strong, distinct brands
- Innovations: green products, upscale scents, and gadgets
- Ads focus on moms, family health, and natural living
- Cleaning habits vary with gender, lifestage
- Kitchen counters cleaned most frequently
- Usage of diverse cleaners
- Ethnicity is key factor shaping brand preference
- Saving time and money are priorities to be highlighted for a range of consumers
- Blacks clean more frequently and should be key consumer group targeted for specialized cleaners
- For parents, time, stress and cost are even greater concerns
- Young women establish brand allegiance
Insights and Opportunities
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- Acknowledge the state of the economy
- Consumers are cutting back
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- Figure 1: Incidence of changing spending on household cleaners, by household income, march 2009
- In the short term, money-saving should be centerpiece of marketing
- Private label offerings should be expanded and aggressively promoted
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- Figure 2: Incidence of buying store brand products, May 2008
- Demographic focus: Moms, Echo Boomers and Baby Boomers
- Targeting moms with products that reduce stress
- Focus on Echo Boomers and Baby Boomers
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- Figure 3: Population aged 18 or older, by age group, 2003-13
- Echo Boomers
- Baby Boomers
- Targeting a growing multi-ethnic population
- Blacks make up a considerable user base
- Hispanics represent fastest-growing consumer group
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- Figure 4: Population, by race and Hispanic origin, 2003-13
Inspire Insights
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- Home of the Senses
- What it’s about
- What we’ve seen
- Implications for the surface cleaners market
- Premiumization of homecare
- What it’s about
- What we’ve seen
- Specifics
- Implications for the surface cleaners market
Market Size and Forecast
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- Key points
- For many, wipes get surfaces clean enough
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- Figure 5: FDMx sales of household surface cleaners, at current prices, 2003-13
- Figure 6: FDMx sales of household surface cleaners, at inflation-adjusted prices, 2003-13
- Walmart sales
Competitive Context
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- Key points
- Use of professional cleaning services can limit use of cleaning products
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- Figure 7: Use of professional cleaning service for regular or deep cleaning, by age, February 2009
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- Figure 8: Household use of professional cleaning service, by household income, February 2009
- New, convenient wipes compete with traditional surface cleaners
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- Figure 9: Household penetration of wipes vs. other cleaners, July 2007-September 2008
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- Figure 10: FDMx sales of household cleaner cloths, at current prices, 2003-08
- Private label wipes, environmentally-friendly and recently introduced products offer greatest competition with surface cleaners in 2009
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- Figure 11: FDMx sales of select brands of wipes showing above-average growth 2008-09
Segment Performance—Overview
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- Key points
- New product introductions help all-purpose cleaners outperform the market
- Toilet bowl cleaners post drop almost twice that of the market
- Tub/tile and glass cleaners lose sales at rate above market average
- Drain cleaners buoyed by sales of SC Johnson’s Drano Max
- Other cleaners, especially spray disinfectants, do comparatively well
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- Figure 12: FDMx sales of household surface cleaners, by segment, 2006 and 2008
Segment Performance—All-Purpose Cleaner/Disinfectant
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- Key points
- Brand extensions and co-branded products outperform others
- Green Works registers exceptional growth and Nature’s Source poised to gain share
- Private label offerings increase and show strong growth
- Sales and forecast
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- Figure 13: FDMx sales and forecast of all-purpose cleaner/disinfectant, at current prices, 2003-13
Segment Performance—Tub/Tile Cleaner
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- Key points
- Green products offer rare bright spot in tub/tile segment
- Sales and forecast
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- Figure 14: FDMx sales and forecast of tub/tile cleaner, at current prices, 2003-13
Segment Performance—Toilet Bowl Cleaner/Deodorizer
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- Key points
- Disposable wand/brush systems see sales drop
- New product introductions show strongest sales growth
- Sales and forecast
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- Figure 15: FDMx sales and forecast of toilet bowl cleaner/deodorizer, at current prices, 2003-13
Segment Performance—Glass Cleaner/Ammonia
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- Key points
- Windex loses market share as green window cleaners gain ground
- New private label offerings give consumers economical alternatives
- Sales and forecast
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- Figure 16: FDMx sales and forecast of glass cleaner/ammonia, at current prices, 2003-13
Segment Performance—Drain Cleaner
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- Key points
- Drano Max leads the segment
- Private label offerings show strong growth
- Sales and forecast
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- Figure 17: FDMx sales and forecast of drain cleaner, at current prices, 2003-13
Segment Performance—Other Surface Cleaners
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- Key points
- Sales and forecast
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- Figure 18: FDMx sales and forecast of other surface cleaners, at current prices, 2003-13
Retail Channels
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- Key points
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- Figure 19: FDMx sales of household surface cleaners, by retail channel, 2006 and 2008
Retail Channels—Supermarkets
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- Key points
- Supermarket sales
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- Figure 20: Supermarket sales of household surface cleaners, 2003-08
Retail Channels—Mass Merchandisers and Drugstores
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- Key points
- Walmart keeps prices low, expands private label offerings and takes a lead in green market
- Other FDMx sales
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- Figure 21: All other FDMx stores sales of household surface cleaners, 2003-08
Market Drivers
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- Key points
- Less time being spent on household chores
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- Figure 22: Hours spent doing housework, 1976 and 2005
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- Figure 23: Attitudes and behaviors regarding cleaning, February 2009
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- Figure 24: Attitudes and behaviors regarding cleaning, by age, February 2009
- The recession drives down sales as consumers seek to cut costs
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- Figure 25: Incidence of making changes in cleaning products to save money, February 2009
- Concern with chemicals and green living trends drive demand for natural and eco-friendly products
- Concern about chemicals drives some interest in green cleaners
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- Figure 26: Trying to reduce exposure to chemicals and pollutants, October 2008
- Broader concern with the environment and green living trends impacts product choice
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- Figure 27: Degree of concern relative to environment, by gender, October 2008
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- Figure 28: Belief shopping habits make a difference, October 2008
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- Figure 29: More concerned with economy or tired of hearing of environment, by age, October 2008
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- Figure 30: Change in frequency of buying green products, August 2006-October 2008
Leading Companies
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- Key points
- Three companies share lead in diversified market
- Manufacturer sales
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- Figure 31: FDMx sales of household surface cleaners, by leading manufacturers, 2008 and 2009
Brand Share—All Purpose Cleaner/Disinfectant
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- Key points
- Green Works is major success for Clorox from 2008-09
- Lysol Lemon Breeze outpaces Lysol, suggesting fragranced products command interest
- Procter & Gamble sees sales soar with successful brand extensions
- Fabuloso appeals to Hispanics and brings Colgate-Palmolive growth in 2008-09
- SC Johnson’s brands don’t fare as well as competitors’, but Nature’s Source offers hope
- Manufacturer and brand sales
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- Figure 32: FDMx brand sales of all purpose cleaner/disinfectant in the U.S., 2008 and 2009
Brand Share—Tub/Tile Cleaner
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- Key points
- Scrubbing Bubbles remains dominant, but green cleaners offer best growth prospects
- Manufacturer and brand sales
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- Figure 33: FDMx brand sales of non-abrasive tub/tile cleaner in the U.S., 2008 and 2009
Brand Share—Toilet Bowl Cleaner/Disinfectant
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- Key points
- Lysol and Clorox dominate market with strong brand reputations as tough, disinfecting cleaners
- SC Johnson launches successful Scrubbing Bubbles Toilet Cleaning Gel
- Wand products continue to lose ground
- Manufacturer and brand sales
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- Figure 34: FDMx brand sales of toilet bowl cleaner/disinfectant in the U.S., 2008 and 2009
Brand Share—Glass Cleaner/Ammonia
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- Key points
- Windex has dominant share, but is losing ground
- Manufacturer and brand sales
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- Figure 35: FDMx brand sales of glass cleaner/ammonia in the U.S., 2008 and 2009
Brand Share—Drain Cleaner
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- Key points
- Manufacturer and brand sales
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- Figure 36: FDMx brand sales of drain cleaner in the U.S., 2008 and 2009
Brand Share—Other Surface Cleaners
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- Key points
- Manufacturer and brand sales
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- Figure 37: FDMx brand sales of drain cleaner in the U.S., 2008 and 2009
Brand Qualities
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- Key points
- Some brand identities have been 50 years in the making
- Clorox (The Clorox Company)
- A reputation built on the power of bleach...
- Softens up to go green
- Clorox products are an important part of a healthy home
- Green Works brings power to green cleaning
- Liquid-Plumr sympathizes with the user
- Pine Sol combines powerful scent and effectiveness
- Reckitt Benckiser (Lysol)
- Using Lysol keeps families safe
- Pediatricians’ recommendation scores points with moms
- Lysol as an effective tool in germ fighting
- SC Johnson
- Drano projects an image of strength
- Mrs. Meyer’s goes back to a simpler time
- Nature’s Source appeals to those looking to reduce their impact on the environment
- Scrubbing Bubbles save you time
- Windex
- Other selected brands
- Fabuloso (Colgate-Palmolive) breaks out of the norm with bright colors and strong fragrances
- Mr. Clean (Procter & Gamble) cleans like magic
- Method (Method Products) does natural with style
- Seventh Generation is about serious green cleaning
Innovation and Innovators
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- Key points
- Innovations and brand extensions remain integral to growth
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- Figure 38: U.S. new household cleaning product introductions, 2003-08
- Mainstream green cleaners are major innovation for 2008-09
- Clorox and SC Johnson launch complete product lines under new green brands
- Arm & Hammer launches innovative Essentials line
- Green options expanding, even in drain cleaning products
- Private label makes green brands more accessible
- Manufacturers go beyond the mere smell of clean
- Environmentally-friendly products incorporate essential oils and aroma therapeutic properties
- Starter kits allow consumers to try many upscale products all at once
- Scrubbing Bubbles introduces hygienic, convenient toilet gel discs
- Mr. Clean with Febreze offers effective co-branding effort
Advertising and Promotion
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- Key points
- Moms are focus of almost all ad campaigns
- Real moms trust it
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- Figure 39: Clorox anywhere spray TV ad, 2008
- Lysol keeps it real
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- Figure 40: Lysol all-purpose TV ad, 2009
- The threat from germs is great
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- Figure 41: Lysol disinfecting spray TV ad, 2008
- Green cleaners leverage label mates’ reputation of effectiveness
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- Figure 42: Green Works TV ad, 2009
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- Figure 43: Nature’s Source TV ad, 2008
- Multi-purpose products simplify cleaning
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- Figure 44: Easy-Off Bam TV ad, 2008
Cleaning Basics—Who Does It and How?
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- Key points
- Women remain major cleaners in HH, but many men participate
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- Figure 45: Who is responsible for household cleaning, by gender, February 2009
- Younger respondents more likely to share cleaning duties
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- Figure 46: Who is responsible for household cleaning, by age, February 2009
- Men have less rigorous approach to cleaning
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- Figure 47: Approach to cleaning, by gender, February 2009
- Cleaning less of a priority for younger adults
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- Figure 48: Approach to cleaning, by age, February 2009
- Oldest and youngest most likely to hire deep cleaning professionals
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- Figure 49: Incidence of using professional cleaning services, by age, February 2009
- Income key driver for hiring professional help for deep cleaning
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- Figure 50: Incidence of using professional cleaning services, by household income, February 2009
- Kitchen counters cleaned daily; other surfaces, not so much
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- Figure 51: Frequency of cleaning household surfaces, by surface, February 2009
Type and Form of Cleaners Used
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- Key points
- Cleaners used
- Nearly everyone uses window/glass cleaner
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- Figure 52: Household penetration of selected surface cleaners, July 2007-September 2008
- Recent purchasing data show all-purpose and toilet bowl cleaners most often replenished
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- Figure 53: Types of surface cleaners used and purchased in last 3 months, February 2009
- Types/forms of cleaners used
- 18-34s show higher use of disinfectants and deodorizers
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- Figure 54: Type of household cleaners used, by age, July 2007-September 2008
- Lower-income HHs more likely to use powders and deodorizers
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- Figure 55: Type of household cleaners used, by household income, July 2007-September 2008
- Powder is most widely-used abrasive cleaner form
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- Figure 56: Type of abrasive household cleaners used, by age, July 2007-September 2008
Brand Preferences—Window/Glass Cleaners, Household Cleaners, Abrasive Cleaners
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- Key points
- Ethnicity determines significant differences in brand preferences
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- Figure 57: Brand of household cleaners used, by race/Hispanic origin, July 2007-September 2008
- Windex dominant window cleaner, though blacks use variety of additional brands
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- Figure 58: Brand of window/glass cleaners used, by race/Hispanic origin, July 2007-September 2008
- In abrasives, Comet leads and Ajax popular with non-white ethnicities
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- Figure 59: Brand of abrasive cleaners used, by race/Hispanic origin, July 2007-September 2008
Attitudes and Motivations
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- Key points
- The task of cleaning can be overwhelming
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- Figure 60: Attitudes towards cleaning and time pressure, by age, February 2009
- If they had the time to clean, those in higher-income households say that they would clean more often
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- Figure 61: Attitudes and behaviors regarding cleaning and time pressure, by household income, February 2009
- Effects of economy stretch to home cleaning
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- Figure 62: Incidence of making changes in cleaning products to save money, by key demographics, February 2009
- Younger buyers more likely to agree that all-purpose products can get the job done
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- Figure 63: Opinions regarding all-purpose cleaners, by age, February 2009
- Affluent households need more products for more surfaces
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- Figure 64: Opinions regarding all-purpose cleaners, by household income, February 2009
Race and Hispanic Origin
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- Key points
- Product use suggests cultural differences in cleaning habits
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- Figure 65: Household penetration of selected surface cleaners, by race/Hispanic origin, July 2007-September 2008
- Blacks use greater variety of cleaner types
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- Figure 66: Type of household cleaners used, by race/Hispanic origin, July 2007-September 2008
- Blacks clean daily, while Hispanics clean on a regular schedule
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- Figure 67: Approach to cleaning, by race/Hispanic origin, February 2009
- Blacks clean a range of household surfaces far more frequently than average
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- Figure 68: How often selected bathroom surfaces are cleaned, by race/Hispanic origin, February 2009
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- Figure 69: How often kitchen counters are cleaned, by race/Hispanic origin, February 2009
Custom Consumer Groups
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- Key points
- Consumers with children often overwhelmed, eager to save time and money
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- Figure 70: Attitudes and behaviors regarding cleaning, by presence of children in household, February 2009
- Parents more likely to schedule cleaning
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- Figure 71: Approach to cleaning, by presence of children in household, February 2009
- Dads more likely to pitch in, but many Moms do all the household work
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- Figure 72: Who is responsible for household cleaning, Dads vs. Moms, February 2009
- Dads clean on a schedule, while Moms make it a daily habit
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- Figure 73: Approach to cleaning, Dads vs. Moms, February 2009
- Dads turn to pros for deep cleaning, Moms do it themselves
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- Figure 74: Incidence of using professional cleaning services, dads vs. moms, February 2009
- All-purpose, economically-priced products for males 18-34
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- Figure 75: Male attitudes and behaviors regarding cleaning, by age, February 2009
- Only women aged 55+ become less overwhelmed with cleaning
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- Figure 76: Attitudes and behaviors regarding cleaning, women, by age, February 2009
Cluster Analysis
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- Introduction
- Neat & Tidys
- Who they are
- Opportunity
- Few-and-Far-Between Cleaners
- Who they are
- Opportunity
- Spot Cleaners
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 77: Household cleaner clusters, February 2009
- Figure 78: Who is responsible for household cleaning, by household cleaner clusters, February 2009
- Figure 79: Types of surface cleaners used, by household cleaner clusters, February 2009
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- Figure 80: Types of surface cleaners bought in last 3 months, by household cleaner clusters, February 2009
- Figure 81: Attitudes and opinions regarding cleaning, by household cleaner clusters, February 2009
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- Figure 82: Frequency of cleaning household surfaces, by household cleaner clusters, February 2009
- Figure 83: Approach to cleaning, by household cleaner clusters, February 2009
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- Figure 84: Incidence of using professional cleaning services, by household cleaner clusters, February 2009
- Cluster demographics
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- Figure 85: Household cleaner clusters, by gender, February 2009
- Figure 86: Household cleaner clusters, by age, February 2009
- Figure 87: Household cleaner clusters, by household income, February 2009
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- Figure 88: Household cleaner clusters, by race, February 2009
- Figure 89: Household cleaner clusters, by Hispanic origin, February 2009
- Cluster methodology
IRI/Builders Panel Data—Key Household Purchase Measures
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- Consumer insights—household surface cleaners
- All-purpose cleaner/disinfectant
- Household purchase activity
- Brand map
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- Figure 90: Brand map, selected brands of all purpose cleaner/disinfectant, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 91: Key purchase measures for the top brands of all purpose cleaner/disinfectant, by household penetration, 2008*
- Non-abrasive tub/tile cleaner
- Household purchase activity
- Brand map
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- Figure 92: Brand map, selected brands of nonabrasive tub/tile cleaner, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 93: Key purchase measures for the top brands of nonabrasive tub/tile cleaner, by household penetration, 2008*
- Abrasive tub/tile cleaner
- Consumer insights on key purchase measures – abrasive tub/tile cleaner
- Brand map
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- Figure 94: Brand map, selected brands of abrasive tub/tile cleaner, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 95: Key purchase measures for the top brands of abrasive tub/tile cleaner, by household penetration, 2008*
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Other Useful Consumer Tables
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- 18-34s show above-average use of Ajax
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- Figure 96: Brand of abrasive cleaners used, by age, July 2007-September 2008
- Window/glass cleaners widely used on a variety of surfaces
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- Figure 97: Where window/glass cleaners are used, July 2007-September 2008
- Fabuloso shows much higher use among 18-34s
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- Figure 98: Brand of household cleaners used, by age, July 2007-September 2008
- Easy-Off is most popular oven cleaner brand
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- Figure 99: Brand of oven cleaners used, by race/Hispanic origin, July 2007-September 2008
Appendix: Trade Associations
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