“While an economizing mindset sets the tone for much of the category, surface cleaner purchasers are motivated by more than just price. Surface cleaners that facilitate quick and easy cleanups continue to gain in popularity as do products offering fresh approaches to tough cleaning problems. In addition, consumers are placing more importance on disinfection, strengthening the connection between housecleaning and health.”
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Scope and Themes
Executive Summary
Issues in the Market
Insights and Opportunities
Trend Applications
Market
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Market Size and Forecast
Market Drivers
Competitive Context
Segment Performance
Segment Performance—Toilet/Tub/Tile Cleaners
Segment Performance—All-purpose Cleaners
Segment Performance—Specialized Cleaners
Segment Performance—Cleaning Cloths/Wipes
Segment Performance—Floor Cleaners/Wax Removers
Segment Performance—Furniture Polish
Retail Channels
Retail Channels—Supermarkets
Retail Channels—Drug Stores
Retail Channels—Other Channels
Retail Channels—Natural Supermarkets
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Who Cleans the House?
Usage of Surface Cleaners
Surface Cleaner Attribute Importance
Household Surface Cleaner Shopping Behaviors
Frequency of Household Cleaning Tasks
Household Surface Cleaner Product Practices
Attitudes Toward Household Surface Cleaners
Impact of Race/Hispanic Origin
Home Care Segmentation Analysis
Custom Consumer Groups
Brand/Company
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Leading Companies
Brand Share—All-purpose Cleaners
Brand Share —Toilet/Tub/Tile Cleaners
Brand Share—Specialized Cleaners
Brand Share—Cleaning Cloths/Wipes
Brand Share—Floor Cleaners/Wax Removers
Brand Share—Furniture Polish
Marketing Strategies
Innovations and Innovators
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
IRI/Builders—Key Household Purchase Measures
Appendix—Other Useful Consumer Tables
Appendix—Trade Associations
25th March 2013
A new marketing campaign for Lysol cleaning and disinfecting products draws a sharp distinction between ordinary cleaning and what the brand calls “healthing,” a deeper level of cleaning that revolves around disinfection. As the brand notes on its website, “Cleaning is hoping you’re killing germs, Healthing is knowing it ... |
How does health and wellness intersect with housecleaning?
