Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
Executive Summary
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- Economic concerns drive the market
- Women still more likely to be primary cleaners, but men are gaining
- Penetration steady for the most commonly used cleaning products
- Shifting usage trends signal move to convenience and effectiveness
- Most consumers have tried most types of wipe, but regular use is lower
- Belief in the effectiveness of store brands softens as economy firms
- Young parents a key target
- Enthusiasm cools for green cleaners
- Brand usage for major types of household cleaner
- Attitudes and usage by race and Hispanic origin
Insights and Opportunities
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- The new Mr. Clean?
- Cleaner shopping
- Reigniting green
- Harness the power of nature for more effective cleaning
- Focus on family
- Stay close to home
Inspire Insights
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- Trend: Never Say Die
Market Drivers
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- Economic concerns drive the market
- Household growth slows overall
- Households with kids declining
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- Figure 1: Households, by presence of children younger than 18, 2000-10
- Consumer sentiment sees only halting improvement
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- Figure 2: ICS, January 2006-March 2011
- Professional cleaning services still down
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- Figure 3: Trends in who cleans the house, 2006-11
- Pace of new product introductions picks up
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- Figure 4: U.S. new household cleaning product introductions, 2003-10
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- Figure 5: Top packaging claims for household cleaning product introductions, 2006-10
Who Cleans the House?
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- Key points
- Women still more likely to be primary cleaners, but men are gaining
- Shifting, blurring of gender roles
- Marketers only starting to target men
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- Figure 6: Who cleans the house, by gender, January 2011
- Younger adults more likely to share cleaning, less likely to hire a service
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- Figure 7: Who cleans the house, by age, January 2011
- Higher-income households more likely to opt for professional services
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- Figure 8: Who cleans the house, by household income, January 2011
Usage of Household Cleaners
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- Key points
- Penetration steady for most common general-purpose cleaning products
- Shifts in usage among some specialized products
- Traditional products in decline
- New products on the rise
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- Figure 9: Trended household usage of household cleaners, 2001-10
- Older cleaners more likely to use traditional products
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- Figure 10: Household usage of household cleaners, by age, July 2009-September 2010
- Lower-income consumers use a broader array of products
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- Figure 11: Household usage of household cleaners, by household income, July 2009-September 2010
- Consumers use cleaners to disinfect, remove mildew, and deodorize
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- Figure 12: Major types of household cleaner used, by age, July 2009-September 2010
- Younger cleaners clean more frequently
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- Figure 13: Frequency of use of household cleaners, by age, July 2009-September 2010
- Figure 14: Frequency of use of household cleaners, by presence of children, July 2009-September 2010
Usage of Wipes
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- Key points
- Trial rates for most types of wipe is high, regular use is lower
- Younger consumers more likely to use wipes
- New parents a key target
- Emptying of the nest may also present an opportunity
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- Figure 15: Usage of wipes, by age, January 2011
- Skew to higher incomes points to price as barrier to regular wipe use
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- Figure 16: Usage of wipes, by household income, January 2011
Attitudes toward Wipes
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- Key points
- Wipes seen as good for quick, on-the-spot cleanups
- Lysol pushes to increase utility of wipes
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- Figure 17: Lysol Dual Action wipes TV ad, 2010
- Moms a key target for wipes
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- Figure 18: Attitudes toward wipes, by gender, January 2011
- Parents appreciate wipes
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- Figure 19: Attitudes toward wipes, January 2011
Other Attitudes and Purchasing Behavior
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- Key points
- Belief in the effectiveness of store brands softens as economy firms
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- Figure 20: General attitudes and purchasing behavior, February 2010 and January 2011*
- Younger consumers more engaged in cleaning
- Far more likely to shop for cleaning products online
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- Figure 21: General attitudes and purchasing behavior, by age, January 2011
- Parents with kids in the house more involved in household cleaning
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- Figure 22: Lysol disinfectant spray TV ad, 2010
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- Figure 23: General attitudes and purchasing behavior, by presence of children in the household, January 2011
Attitudes toward “Green” Cleaners
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- Key points
- Enthusiasm cools for green cleaners
- Too expensive
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- Figure 24: Attitudes toward green cleaners, agree summary, trended, 2008-11*
- Younger consumers more committed to green cleaners
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- Figure 25: Attitudes toward green cleaners, by age, January 2011
- Parents with kids at home more committed to green
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- Figure 26: Attitudes toward green cleaners, by presence of children, January 2011
Attitudes toward Child-safe Products
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- Child-safe is a compelling product benefit among parents
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- Figure 27: Attitudes toward child-safe products, agree summary, trended 2008-11
- Child-safe is especially compelling among young parents
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- Figure 28: Attitudes toward child-safe products, agree summary, by age, January 2011
Attitudes toward Cleaning: What Kind of Household Cleaner Are You?
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- Key points
- Cleaning the house offers emotional rewards
- Emotions in marketing
- SC Johnson research identifies “methods and emotions”
- Women more engaged in cleaning
- Relatively few take an eco-friendly approach to cleaning
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- Figure 29: What kind of household cleaner are you? by gender, January 2011
- Younger cleaners more enthusiastic about cleaning
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- Figure 30: What kind of household cleaner are you? by age, January 2011
Brands
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- Clorox and Lysol brand families dominate household cleaners
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- Figure 31: Brands of household cleaners used, by race/Hispanic origin, July 2009-September 2010
- Old standbys lead among abrasive cleaners
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- Figure 32: Brands of abrasive cleaner used, by race/Hispanic origin, July 2009-September 2010
- Variety of wipes brands reflects variety of specialized uses
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- Figure 33: Brands of household cleaning wipes used, by race/Hispanic origin, July 2009-September 2010
- Windex owns windows
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- Figure 34: Brands of window/glass cleaners used, by race/Hispanic origin, July 2009-September 2010
- Resolve leads rug/carpet cleaners
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- Figure 35: Brands of rug cleaners/shampoos used, by race/Hispanic origin, July 2009-September 2010
- Febreze holds a wide lead among fabric/carpet deodorizers/refreshers
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- Figure 36: Brands of rug deodorizers/fresheners used, by race/Hispanic origin, July 2009-September 2010
- Clorox and Lysol top in-bowl toilet cleaner brands
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- Figure 37: Brands of in-bowl toilet cleaners used, by race/Hispanic origin, July 2009-September 2010
- 2000 Flushes holds top spot for in-tank toilet cleaners
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- Figure 38: Brands of in-tank toilet cleaners used, by race/Hispanic origin, July 2009-September 2010
- Mop & Glo leads floor wax brands but trails Swiffer by wide margin
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- Figure 39: Brands of floor wax or polish used, by race/Hispanic origin, July 2009-September 2010
- Drano and Liquid-Plumr dominate drain cleaning
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- Figure 40: Brands of drain cleaners used, by race/Hispanic origin, July 2009-September 2010
Usage and Attitudes by Race and Hispanic Origin
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- Key points
- Usage skews greater for more specialized products
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- Figure 41: Household usage of household cleaners, by race/Hispanic origin, July 2009-September 2010
- Frequency of use higher among blacks and Hispanics
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- Figure 42: Frequency of use of household cleaners, by race/Hispanic origin, July 2009-September 2010
- Non-whites especially interested in eco-friendly cleaning products
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- Figure 43: Attitudes toward green cleaners, by race and Hispanic origin, January 2011
- Blacks and Hispanics more interested in child-safe cleaning products
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- Figure 44: Attitudes toward child-safe products, agree summary, by race and Hispanic origin, January 2011
- Blacks, Hispanics get greater satisfaction out of cleaning the house
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- Figure 45: What kind of household cleaner are you?, by race/Hispanic origin, January 2011
Cluster Analysis
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- Enviro-conscious, Multiwipers
- Opportunity
- Love the Clean, Not the Category
- Opportunity
- Thankless Chore
- Opportunity
- Characteristic tables
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- Figure 46: Household cleaning clusters, February 2011
- Figure 47: Who cleans the house, by household cleaning clusters, February 2011
- Figure 48: Usage of wipes, by household cleaning clusters, February 2011
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- Figure 49: Attitudes toward wipes, by household cleaning clusters, February 2011
- Figure 50: Attitudes toward green cleaners, by household cleaning clusters, February 2011
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- Figure 51: What kind of household cleaner are you?, by household cleaning clusters, February 2011
- Demographic tables
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- Figure 52: Household cleaning clusters, by gender, February 2011
- Figure 53: Household cleaning clusters, by age, February 2011
- Figure 54: Household cleaning clusters, by household income, February 2011
- Figure 55: Household cleaning clusters, by race/ethnicity, February 2011
- Figure 56: Household cleaning clusters, by Hispanic origin, February 2011
- Cluster methodology
Custom Consumer Groups
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- Gender/age: more sharing among young adults, especially young women
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- Figure 57: Who cleans the house, by gender and age, January 2011
- Young male cleaners favor speed and simplicity
- Younger adults of both genders more interested in private label
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- Figure 58: General attitudes and purchasing behavior, by gender and age, January 2011
- Young male cleaners most interested in eco-friendly cleaning products
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- Figure 59: Attitudes toward green cleaners, agree summary, by gender and age, January 2011
- Young adults more likely to get a sense of accomplishment from cleaning
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- Figure 60: What kind of household cleaner are you?, by gender and age, January 2011
- Gender/presence of kids: Men with kids at home are more likely to clean
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- Figure 61: Who cleans the house, by gender and presence of children, January 2011
- Dads more focused on environmentally friendly cleaning
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- Figure 62: Attitudes toward green cleaners, agree summary, by gender and presence of children, January 2011
- Children impact men’s general perspective on cleaning
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- Figure 63: What kind of household cleaner are you?, by gender and presence of children, January 2011
Appendix—Other Useful Consumer Tables
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- Figure 64: Who cleans the house, by presence of children, January 2011
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- Figure 65: Household usage of household cleaners, by household income, July 2009-September 2010
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- Figure 66: Household usage of household cleaners, by presence of children, July 2009-September 2010
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- Figure 67: Major types of household cleaner used, by household income, July 2009-September 2010
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- Figure 68: Attitudes toward wipes, by age, January 2011
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- Figure 69: General attitudes and purchasing behavior, by gender, January 2011
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- Figure 70: General attitudes and purchasing behavior, by household income, January 2011
- Brands of drain cleaners used
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- Figure 71: Brands of drain cleaners used, by age, July 2009-September 2010
- Figure 72: Brands of drain cleaners used, by presence of children, July 2009-September 2010
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Appendix—Trade Associations
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