Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast UK retail sales of household cleaning equipment, 2006-16
- Steady growth in value sales of cleaning equipment
- Scouring products and gloves lead market growth
- Dip in sales of cloths, sponges and wipes
- Market factors
- More households provide the biggest boost to demand
- Free time at home generates cleaning
- Regularity of cleaning drives replacement
- Ageing population facing physical challenge
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- Figure 2: Forecast adult population trends, by lifestage, 2006-16
- Companies, brands and innovation
- Relatively fragmented marketplace
- Private-label NPD push at start of 2011
- Limited advertising support
- The consumer
- Wide range of cloths and scouring products used
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- Figure 3: Usage of cleaning cloths and scouring products, May 2011
- Two thirds of homes use rubber gloves
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- Figure 4: Usage of other cleaning equipment, May 2011
- Price and special offers biggest influence on choice
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- Figure 5: Factors influencing choice of household cleaning equipment, May 2011
- Budget own-brands a popular choice
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- Figure 6: Consumer buying behaviour when buying household cleaning equipment, May 2011
- Frequent replacement cycle for cleaning cloths
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- Figure 7: Cleaning behaviour and attitudes towards cleaning the home and household cleaning equipment, May 2011
- What we think
Issues in the Market
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- How much does price influence purchases of cleaning equipment?
- What is the balance between brands and own-brands in the market?
- To what extent do consumers care about performance?
- How will changing demographics impact on the market?
- Does disposability help to drive regular replacement?
Future Opportunities
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- Trend: Retired for Hire
- Trend: Prepare for the Worst
Internal Market Environment
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- Key points
- Growth in hard flooring a boost to floor cleaning
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- Figure 8: Trends in ownership of carpets, wooden floors and other floorcoverings/tiles, 2006-10
- Cooking and entertaining generates more cleaning
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- Figure 9: Trends in attitudes towards cooking and spending time at home, 2006-10
- Household chores mean need for cleaning equipment
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- Figure 10: Amount of time spent on household chores on average weekday, 2006-10
- Weekly cleaning most likely for a number of jobs
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- Figure 11: Frequency of undertaking various cleaning tasks in the home, November 2010
- Strong desire for a clean home
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- Figure 12: Attitudes towards the home and household cleaning, 2006-10
- Low price increasingly important to consumers
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- Figure 13: Attitudes towards price and buying well-known brands, 2006-10
Broader Market Environment
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- Key points
- More households will help to increase demand
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- Figure 14: UK households, by size, 2006-16
- Fewer rooms to clean in new homes
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- Figure 15: Trends in number of rooms in home, 2006-10
- Ageing population in need of help with cleaning
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- Figure 16: Trends in the age structure of the UK population, 2006-16
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- Figure 17: Forecast adult population trends, by lifestage, 2006-16
- Consumer caution dominating thinking
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- Figure 18: GDP quarterly percentage change, Q1 2004-Q1 2011
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Recent push in own-label activity
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- Figure 19: New product launches in UK household cleaning products*, % share by own-label and branded, January 2008-June 2011
- Mixture of brands and own-label top new launches
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- Figure 20: New product launches in UK household cleaning products*, % share by company, January 2008-June 2011
- Economy and ease of use top 2011 claims
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- Figure 21: New product launches in UK household cleaning products*, % share by claim, January 2008-June 2011
- Majority of launches new products
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- Figure 22: New product launches in UK household cleaning products*, % share by launch type, January 2008-June 2011
Competitive Context
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- Key points
- Cleaning equipment puts in strong performance
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- Figure 23: Comparison of sales of household cleaning equipment with other household markets, 2007-10
Market Size and Forecast
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- Key points
- Cleaning equipment shows solid sales growth
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- Figure 24: UK retail value sales and forecast of household cleaning equipment, 2006-16
- The future
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- Figure 25: UK best- and worst-case forecast sales of household cleaning equipment, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Scouring products and gloves lead market growth
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- Figure 26: UK retail value sales of household cleaning equipment, by sector, 2009-11
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- Figure 27: Breakdown of UK retail value sales of household cleaning equipment, by segment, 2011
Companies and Products
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- Spontex
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- Figure 28: New product developments by Mapa Spontex UK Ltd, April 2009-April 2011
- Vileda
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- Figure 29: New product developments by Vileda, April 2009-April 2011
- Marigold
- BM Polyco
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- Figure 30: New product developments by BM Polyco, April 2009-April 2011
- Brillo
- 3M (Scotch-Brite)
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- Figure 31: New product developments by 3M Scotch-Brite, April 2009-April 2011
- Sarah Smith
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- Figure 32: New product developments by Sarah Smith, April 2009-April 2011
- EnviroProducts
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- Figure 33: New product developments by EnviroProducts (E-Cloth), April 2009-April 2011
- Other companies and brands
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- Figure 34: Other companies and brands in household cleaning equipment, 2011
Brand Research
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- Brand map
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- Figure 35: Attitudes towards and usage of household cleaning equipment brands, May 2011
- Brand attitudes
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- Figure 36: Attitudes, by household cleaning equipment brand, May 2011
- Brand personality
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- Figure 37: Household cleaning equipment brand personality – macro image, May 2011
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- Figure 38: Household cleaning equipment brand personality – micro image, May 2011
- Correspondence analysis
- Brand experience
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- Figure 39: Household cleaning equipment brand usage, May 2011
- Figure 40: Satisfaction with various household cleaning equipment brands, May 2011
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- Figure 41: Consideration of household cleaning equipment brands, May 2011
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- Figure 42: Consumer perceptions of current household cleaning equipment brand performance, May 2011
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- Figure 43: Household cleaning equipment brand recommendation – Net Promoter Score, May 2011
- Brand index
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- Figure 44: Household cleaning equipment brand index, May 2011
- Figure 45: Household cleaning equipment brand index vs. recommendation, May 2011
- Target group analysis
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- Figure 46: Target groups, May 2011
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- Figure 47: Household cleaning brand usage, by target groups, May 2011
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Brand Communication and Promotion
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- Key points
- Uplift in 2010 total advertising
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- Figure 48: Main media advertising expenditure on household cleaning equipment*, 2007-11
- Two advertisers dominate spending
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- Figure 49: Main media advertising expenditure on household cleaning equipment, % share by leading advertisers, 2007-10
- Mops account for majority of spending
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- Figure 50: Main media advertising expenditure on household cleaning equipment, by brand, 2007-10
- TV the most popular medium used
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- Figure 51: Main media advertising expenditure on household cleaning equipment, % share by media type, 2007-10
Channels to Market
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- Key points
- Grocery multiples dominate distribution
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- Figure 52: Retail distribution of household cleaning equipment, 2008-10
- Other retailers have bigger presence in larger items
- Expansion in the number of discounters
Consumer Usage and Frequency
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- Key points
- Wide usage of a variety of cleaning cloths
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- Figure 53: Frequency of using cloths/sponges and scouring products, May 2011
- One in five use dustpan and brush on daily basis
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- Figure 54: Frequency of using other household cleaning equipment, May 2011
- More than eight in ten homes own ten or more cleaning items
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- Figure 55: Number of items of household cleaning equipment used in home, May 2011
Factors Influencing Product Choice
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- Key points
- Price the biggest influence on decision-making
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- Figure 56: Factors influencing choice of cleaning cloths and scourers/ sponge cleaners, May 2011
- Versatility and durability important factors
- Quick action on tough dirt and stains required
- Brand and design of limited importance
Consumer Buying Behaviour
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- Key points
- Buying the cheapest product typifies shopping behaviour
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- Figure 57: Shopping behaviour for cleaning cloths, scourers/ sponge cleaners and rubber gloves, May 2011
- A third of users willing to pay more for durability
- Well-known brands more important in rubber gloves
- Budget own-brands have a big presence in market
- Discount stores a big feature of shopping
Attitudes and Cleaning Patterns
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- Key points
- Limited lifespan for cleaning cloths
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- Figure 58: Household cleaning behaviour and attitudes, May 2011
- Cleaning cloths a big breeding ground for germs
- Rubber gloves used more for cleaning than washing up
- Cleaning equipment to help the physically impaired
Appendix – Internal Market Environment
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- Figure 59: Ownership of carpets/floorcoverings and other floorcoverings/tiles, by demographics, 2010
- Figure 60: Agreement with selected lifestyle statements on interests, by demographics, 2010
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- Figure 61: Amount of time spent on an average weekday doing household chores, by demographics, 2010
- Figure 62: Agreement with selected lifestyle statements on home and cleaning, by demographics, 2010
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- Figure 63: Agreement with selected lifestyle statements on home and cleaning, by demographics, 2010
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Appendix – Broader Market Environment
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- Figure 64: Single rooms in home, by demographics, 2010
- Figure 65: Double rooms in home, by demographics, 2010
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- Figure 66: Three or more rooms in home, by demographics, 2010
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Appendix – Market Size and Forecast
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- Figure 67: Best case/worst case forecast for UK retail sales of household cleaning equipment, at current prices, 2011-16
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Appendix – Brand Research
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- Figure 68: Brand usage, May 2011
- Figure 69: Brand commitment, May 2011
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- Figure 70: Brand momentum, May 2011
- Figure 71: Brand diversity, May 2011
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- Figure 72: Brand satisfaction, May 2011
- Figure 73: Brand commitment, May 2011
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- Figure 74: Brand attitude, May 2011
- Figure 75: Brand image – Macro image, May 2011
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- Figure 76: Brand image – Micro image, May 2011
- Figure 77: Profile of target groups, by demographics, May 2011
- Figure 78: Psychographic segmentation, by target groups, May 2011
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- Figure 79: Brand usage, by target groups, May 2011
- Figure 80: Brand index, May 2011
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Appendix – Consumer Usage and Frequency
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- Figure 81: Frequency of usage of metal scourers, by demographics, May 2011
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- Figure 82: Frequency of usage of scouring pads, by demographics, May 2011
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- Figure 83: Frequency of usage of sponge scourers, by demographics, May 2011
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- Figure 84: Frequency of usage of soap fill pads, by demographics, May 2011
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- Figure 85: Frequency of usage of cleaning sponge, by demographics, May 2011
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- Figure 86: Frequency of usage of all-purpose cloths, by demographics, May 2011
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- Figure 87: Frequency of usage of sponge cloths, by demographics, May 2011
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- Figure 88: Frequency of usage of dish cloths, by demographics, May 2011
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- Figure 89: Frequency of usage of microfibre cloths, by demographics, May 2011
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- Figure 90: Frequency of usage of general-purpose absorbent cloths, by demographics, May 2011
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- Figure 91: Frequency of usage of rubber gloves, by demographics, May 2011
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- Figure 92: Frequency of usage of dusters, by demographics, May 2011
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- Figure 93: Frequency of usage of dish brushes, by demographics, May 2011
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- Figure 94: Frequency of usage of scrubbing brushes, by demographics, May 2011
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- Figure 95: Frequency of usage of mops, by demographics, May 2011
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- Figure 96: Frequency of usage of mop bucket with wringer, by demographics, May 2011
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- Figure 97: Frequency of usage of bucket, by demographics, May 2011
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- Figure 98: Frequency of usage of dustpan and brush, by demographics, May 2011
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- Figure 99: Frequency of usage of indoor broom, by demographics, May 2011
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- Figure 100: Frequency of usage of outdoor broom, by demographics, May 2011
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- Figure 101: Repertoire of usage of household cleaning equipment, by demographics, May 2011
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- Figure 102: Frequency of usage of household cleaning equipment, by repertoire of usage of household cleaning equipment, May 2011
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Appendix – Factors Influencing Product Choice
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- Figure 103: Most popular factors influencing choice of cleaning cloths, by demographics, May 2011
- Figure 104: Next most popular factors influencing choice of cleaning cloths, by demographics, May 2011
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- Figure 105: Other factors influencing choice of cleaning cloths, by demographics, May 2011
- Figure 106: Most popular factors influencing choice of scourers and sponge cleaners, by demographics, May 2011
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- Figure 107: Next most popular factors influencing choice of scourers and sponge cleaners, by demographics, May 2011
- Figure 108: Other factors influencing choice of scourers and sponge cleaners, by demographics, May 2011
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Appendix – Consumer Buying Behaviour
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- Figure 109: Most popular shopping behaviour for cleaning cloths, by demographics, May 2011
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- Figure 110: Next most popular shopping behaviour for cleaning cloths, by demographics, May 2011
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- Figure 111: Most popular shopping behaviour for scourers and sponge cleaners, by demographics, May 2011
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- Figure 112: Next most popular shopping behaviour for scourers and sponge cleaners, by demographics, May 2011
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- Figure 113: Most popular shopping behaviour for rubber gloves, by demographics, May 2011
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- Figure 114: Next most popular shopping behaviour for rubber gloves, by demographics, May 2011
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Appendix – Attitudes and Cleaning Patterns
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- Figure 115: Most popular agreement with statements on household cleaning, by demographics, May 2011
- Figure 116: Next most popular agreement with statements on household cleaning, by demographics, May 2011
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