Table of Contents
Issues in the Market
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- Key themes
- Abbreviations
Future Opportunities
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- Shape up your body, shape up your home
- Man of the house
Market in Brief
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- Strong desire for a clean home
- What is in the home impacts on demand
- Working patterns drive need for convenience
- More households assures at least some growth
- Majority do laundry two or more times a week
- Kitchen and bathroom cleaning are once a week jobs
- Vacuuming among the most regular tasks
- Women still do most of the cleaning
- Satisfaction but little enjoyment in cleaning
- Promotions have a big influence on product trial
Internal Market Environment
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- Key points
- Satisfaction in a clean house
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- Figure 1: Agreement with selected attitudes towards housework, 2006-10
- Wide variation in time spent on chores
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- Figure 2: Amount of time spent on average weekday on household chores (cleaning, washing, gardening, etc), 2006-10
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- Figure 3: Spending two hours or more on an average weekday doing household chores, by gender, age and socio-economic group, 2010
- Detergent sales linked to ownership of appliances
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- Figure 4: Trends in ownership of household appliances, 2006-10
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- Figure 5: Ownership of dishwashers and tumble dryers, by age and socio-economic group, 2010
- Fewer rooms means less cleaning to do
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- Figure 6: Number of rooms in home, 2006-10
- Keeping the germs away through cleaning
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- Figure 7: Selected minor ailments and skin conditions suffered from in the last 12 months, 2006-10
- Cleaning and exposure to allergies
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- Figure 8: Allergies that people are prone to, 2008-10
- Few pay for help with household chores
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- Figure 9: Paid help at home with household chores, 2006-10
Broader Market Environment
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- Key points
- Working women drive need for convenience
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- Figure 10: Working status of women, 2006-10
- Unemployment means more people at home
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- Figure 11: Time spent on occupation during average day, 2006-10
- Competition for time spent at home
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- Figure 12: Spending a lot of time on household chores compared with other activities at home during a typical week or typical weekend, June 2010
- Looking for more value from cleaning products
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- Figure 13: GDP, PDI and consumer expenditure, at current prices, 2005-15
- More households a boost to household care
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- Figure 14: UK households, by size, 2005-15
- Taking advantage of more children
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- Figure 15: Trends in the age structure of the UK population, 2005-15
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- Figure 16: Population trends, by socio-economic group, 2005-15
Frequency of Undertaking Household Tasks
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- Key points
- Laundry done more often than ironing
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- Figure 17: Frequency of doing laundry and dishwashing tasks in the home, November 2010
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- Figure 18: Frequency of doing the laundry, by presence of children in the household, November 2010
- Once a week cleaning most likely for bathrooms
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- Figure 19: Frequency of cleaning the toilet and bathroom in the home, November 2010
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- Figure 20: Frequency of cleaning the toilet, by age and socio-economic group, November 2010
- Oven cleaning more likely to be neglected
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- Figure 21: Frequency of cleaning the kitchen, the hob and the oven in the home, November 2010
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- Figure 22: Frequency of cleaning the kitchen, by socio-economic group, November 2010
- Nearly half vacuum more than once a week
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- Figure 23: Frequency of doing other general cleaning tasks in the home, November 2010
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- Figure 24: Frequency of vacuuming the floors four or more times a week, by socio-economic group and presence of children in household, November 2010
Household Cleaning Behaviour
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- Key points
- Women still do the bulk of the cleaning
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- Figure 25: Attitudes towards cleaning and tidying home, November 2010
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- Figure 26: Agreement with statement: ‘I do most of the cleaning in my household’, by gender and age, November 2010
- Few have an established cleaning routine
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- Figure 27: Agreement with statement: ‘I struggle to find enough time for cleaning’, by age and gender, November 2010
Attitudes Towards Household Cleaning
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- Key points
- Satisfaction in a clean and tidy home
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- Figure 28: Attitudes towards household cleaning, November 2010
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- Figure 29: Attitudes towards household cleaning, November 2010
- Little enjoyment in doing housework
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- Figure 30: Agreement with statement: ‘I see cleaning the house as a good form of exercise’, by gender, age and socio-economic group, November 2010
- Better things to do than clean the house?
- Maintaining a high standard of home hygiene
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- Figure 31: Agreement with statement: ‘Regular cleaning is important to get rid of germs’, by age and presence of children in household, November 2010
Factors Encouraging Cleaning Product Purchases
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- Key points
- Special offers the biggest influence on product trial
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- Figure 32: Factors that encourage trial of a new product, November 2010
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- Figure 33: Influence of promotions on trying new cleaning products, by gender and age, November 2010
- Longer-lasting results have strong appeal
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- Figure 34: Influence of product features on trying new cleaning products, by gender and age, November 2010
- Green product formulations lack awareness
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- Figure 35: Number of factors that would influence consumers to try new cleaning products, November 2010
Target Groups
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- Key points
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- Figure 36: Target groups for cleaning the home, November 2010
- Not Too Fussy (16%)
- House Proud (24%)
- Clean and Tidy (27%)
- Reluctant Cleaners (20%)
- Apathetic (13%)
Appendix – Internal Market Environment
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- Figure 37: Agreement with selected attitudes towards housework, by demographics, 2010
- Figure 38: Amount of time spent on average weekday on household chores (cleaning, washing, gardening etc), by demographics, 2010
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- Figure 39: Amount of time spent on average weekday on household chores (cleaning, washing, gardening etc), by demographics, 2010
- Figure 40: Ownership of household appliances, by demographics, 2010
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- Figure 41: Living rooms including dining rooms in home, by demographics, 2010
- Figure 42: Bedrooms in home, by demographics, 2010
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- Figure 43: Bathrooms in home, by demographics, 2010
- Figure 44: Paid help at home with household chores, by demographics, 2010
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Appendix – Broader Market Environment
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- Figure 45: Working status of women, by demographics, 2010
- Figure 46: Time spent on occupation on average day, by demographics, 2010
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- Figure 47: Time spent on occupation on average day, by demographics, 2010
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Appendix – Frequency of Undertaking Household Tasks
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- Figure 48: Frequency of doing the laundry, by demographics, November 2010
- Figure 49: Frequency of ironing, by demographics, November 2010
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- Figure 50: Frequency of hand washing the dishes/pans, by demographics, November 2010
- Figure 51: Frequency of running the dishwasher, by demographics, November 2010
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- Figure 52: Frequency of cleaning the toilet, by demographics, November 2010
- Figure 53: Frequency of cleaning the bathroom, by demographics, November 2010
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- Figure 54: Frequency of cleaning the kitchen, by demographics, November 2010
- Figure 55: Frequency of vacuuming the floors, by demographics, November 2010
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- Figure 56: Frequency of mopping floors, by demographics, November 2010
- Figure 57: Frequency of polishing/dusting, by demographics, November 2010
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- Figure 58: Frequency of cleaning the hob, by demographics, November 2010
- Figure 59: Frequency of cleaning the oven, by demographics, November 2010
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- Figure 60: Frequency of cleaning windows, by demographics, November 2010
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Appendix – Household Cleaning Behaviour
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- Figure 61: Attitudes towards cleaning and tidying home, by demographics, November 2010
- Figure 62: Attitudes towards cleaning and tidying home, by demographics, November 2010
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Appendix – Attitudes Towards Household Cleaning
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- Figure 63: Agreement with statement: ‘I enjoy doing housework’, by demographics, November 2010
- Figure 64: Agreement with statement: ‘I would describe myself as house-proud’, by demographics, November 2010
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- Figure 65: Agreement with statement: ‘Sometimes I am embarrassed by the state of my home’, by demographics, November 2010
- Figure 66: Agreement with statement: ‘I can’t relax if my home is messy’, by demographics, November 2010
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- Figure 67: Agreement with statement: ‘I prefer my home to look lived-in, not like a show-home’, by demographics, November 2010
- Figure 68: Agreement with statement: ‘I can’t stand cleaning my home’, by demographics, November 2010
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- Figure 69: Agreement with statement: ‘I get satisfaction from seeing my home clean and tidy’, by demographics, November 2010
- Figure 70: Agreement with statement: ‘I hate/dislike cleaning but am happy when it’s done’, by demographics, November 2010
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- Figure 71: Agreement with statement: ‘Regular cleaning is important to get rid of germs’, by demographics, November 2010
- Figure 72: Agreement with statement: ‘I prefer my home to be clean and tidy all of the time’, by demographics, November 2010
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- Figure 73: Attitudes towards ‘I can always find better things to do with my time than clean my home’ by demographics, November 2010
- Figure 74: Agreement with statement: ‘I see cleaning the house as a good form of exercise’, by demographics, November 2010
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Appendix – Factors Encouraging Cleaning Product Purchases
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- Figure 75: Most popular factors that encourage trial of a new product, by demographics, November 2010
- Figure 76: Next most popular factors that encourage trial of a new product, by demographics, November 2010
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- Figure 77: Number of factors that would encourage trial of a new cleaning product, by demographics, November 2010
- Figure 78: Attitudes towards cleaning and tidying home, by number of factors that would encourage trial of a new cleaning product, November 2010
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- Figure 79: Attitudes towards household cleaning, by number of factors that would encourage trial of a new cleaning product, November 2010
- Figure 80: Factors that would encourage the trial of new cleaning products, by number of factors that would encourage the trial of new cleaning products, November 2010
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Appendix – Target Groups
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- Figure 81: Frequency of doing household tasks in home, by target groups, November 2010
- Figure 82: Attitudes towards cleaning and tidying home, by target groups, November 2010
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- Figure 83: Attitudes towards household cleaning, by target groups, November 2010
- Figure 84: Factors that encourage trial of a new product, by target groups, November 2010
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- Figure 85: Target groups, by demographics, November 2010
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