Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total U.S. sales of household cleaning equipment fan chart forecast with best- and worst-case scenarios, 2007-17
- Market factors
- Economic overview
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- Figure 2: Thompson Reuters/University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Demographic overview
- Market segmentation
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- Figure 3: Total U.S. retail sales of household cleaning equipment, by segment, 2010 and 2012
- Retail channels
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- Figure 4: Retail sales of household cleaning equipment, by channel, 2010 and 2012
- Leading companies
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- Figure 5: Leading companies' FDMx sales of household cleaning equipment in the U.S., 2011 and 2012
- The Consumer
- Responsibility for household cleaning and purchasing cleaning equipment
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- Figure 6: Responsibility for household cleaning and purchasing cleaning equipment, by gender, March 2012
- Usage frequency
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- Figure 7: Usage frequency of household cleaning equipment, March 2012
- Cleaning equipment preferences
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- Figure 8: Household cleaning equipment preferences, March 2012
- Shopping behaviors
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- Figure 9: Household cleaning equipment shopping behaviors, March 2012
- Information sources
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- Figure 10: Sources of housecleaning information, ideas, advice, and product recommendations, use a lot, March 2012
- Cleaning challenges
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- Figure 11: Cleaning challenges, big problem, March 2012
- Household cleaning attitudes and behaviors
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- Figure 12: Cleaning behaviors and attitudes, March 2012
- What we think
Issues in the Market
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- What product benefits are most important in cleaning equipment?
- Can environmental friendliness make a difference?
- Disposable vs. reusable. Who wins?
Insights and Opportunities
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- Rethink the retail experience
- Leverage store brands
- Clean like a man
Inspire Insights
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- Experience is All
- Perfecting the Details
Market Size and Forecast
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- Key points
- Cleaning tools/mops/brooms sets mostly negative tone for total category
- Saving money, time, and effort
- What’s next?
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- Figure 13: Total U.S. retail sales of household cleaning equipment at current prices, 2007-17
- Figure 14: Total U.S. retail sales of household cleaning equipment at inflation-adjusted prices, 2007-17
- Fan chart forecast of household cleaning equipment
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- Figure 15: Total U.S. sales of household cleaning equipment fan chart forecast with best- and worst-case scenarios, 2007-17
- Walmart sales
Market Drivers
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- Economic overview
- Unemployment and underemployment
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- Figure 16: U.S. unemployment and underemployment rates, 2007-12
- Household income
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- Figure 17: Median household income in inflation-adjusted dollars, 2000-10
- Consumer Confidence
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- Figure 18: Thompson Reuters/University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Homeownership
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- Figure 19: Homeownership rate*, 2007-12
- Demographic overview
- Number of households and households with kids
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- Figure 20: Households by presence of children, 2001-11
- Hispanic population growth
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- Figure 21: Hispanic population by age groups, 2007-17
- Figure 22: Total U.S. population by age groups, 2007-17
Competitive Context
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- Key points
- The broader household cleaning context
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- Figure 23: FDMx sales in select household cleaning product segments, 2005-10
- Private label increases share, opportunities vary across segments
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- Figure 24: FDMx household cleaning equipment private label market share, by segment, 2007-12
Segment Performance
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- Slow sales in largest, most diverse segment weigh on category results
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- Figure 25: Total U.S. retail sales of household cleaning equipment, by segment, 2010 and 2012
Segment Performance—Cleaning Tools, Mops, and Brooms
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- Key points
- Large and diverse segment feels pressure of weak economy
- Pockets of success show potential for innovative products
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- Figure 26: Total U.S. retail sales of household cleaning tools/mops/brooms, at current prices, 2007-17
Segment Performance—Sponges and Scouring Pads
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- Key points
- Segment experiences steady but modest sales growth
- Scouring pads may have room to grow
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- Figure 27: Total U.S. retail sales of sponges and scouring pads, at current prices, 2007-17
Segment Performance—Gloves
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- Key points
- Driven by health and safety concerns, disposables power gloves segment
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- Figure 28: Glove type market share of total glove segment in FDMx, 2007 and 2012
- Further growth lies in expanding use occasions
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- Figure 29: Total U.S. retail sales of gloves, at current prices, 2007-17
Retail Channels
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- Key points
- Supermarkets and mass merchants account for most sales
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- Figure 30: Retail sales of household cleaning equipment, by channel, 2010 and 2012
- Segment development varies widely by channel
Retail Channels—Supermarkets
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- Key points
- Supermarkets have opportunity to build a base of cleaning consumables
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- Figure 31: Retail sales of household cleaning equipment in supermarkets, 2007-12
Retail Channels—Drug Stores
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- Key points
- Disposable gloves give drug stores a boost
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- Figure 32: Retail sales of household cleaning equipment in drug stores, 2007-12
Retail Channels—Other Channels
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- Key points
- Other channels offer different interpretations of value
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- Figure 33: Retail sales of household cleaning equipment in other channels, 2007-12
Leading Companies
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- Key points
- Many companies compete, but biggest get bigger
- P&G leads with Swiffer
- 3M pushes innovation
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- Figure 34: Leading companies' FDMx sales of household cleaning equipment in the U.S., 2011 and 2012
Brand Share—Cleaning Tools/Mops/Brooms
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- Key points
- P&G holds new competition at bay with Swiffer
- Swiffer upgrades
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- Figure 35: Leading companies' FDMx sales of cleaning tools/mops/brooms in the U.S., 2011 and 2012
Brand Share—Sponges and Scouring Sponges
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- Key points
- 3M dominates segment, but sees sales and share slip
- Private label makes gains
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- Figure 36: Leading companies' FDMx sales of sponges and scouring sponges in the U.S., 2011 and 2012
Brand Share—Gloves
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- Key points
- Growth of disposable gloves benefits private label
- Playtex leads branded glove competition
- oneCARE holds number two national brand spot with Clorox line
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- Figure 37: Leading companies' FDMx sales of gloves in the U.S., 2011 and 2012
Brand Share—Scouring Pads
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- 3M leads but doesn’t dominate
- P&G gains share, expands segment with Mr. Clean Magic Eraser scrubbers
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- Figure 38: Leading companies' FDMx sales of scouring pads in the U.S., 2011 and 2012
Innovation and Innovators
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- Swiffer transforms cleaning experience and category
- A significant new round of competition for Swiffer
- Libman Freedom and Rubbermaid Reveal positioned as economical and eco-friendly
- Lysol Clean Flip Sweeper disinfects, changes shape to fit into tight spaces
- Bona Sonic
- Environmentally friendly
- Pets
- Convenience, time savings, and novelty
Marketing Strategies
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- Overview
- Swiffer shifts emphasis from effectiveness to speed and convenience
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- Figure 39: Swiffer duster “Read a Book” TV ad, 2012
- Figure 40: Swiffer WetJet “Coffee on the Porch” TV ad, 2012
- Swiffer online
- Lysol Clean Flip ads promote “flip” and disinfection
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- Figure 41: Lysol Clean Flip “Bathroom Demo” TV ad, 2011
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- Figure 42: Lysol Clean Flip “Outside World” TV ad, 2011
- Libman Freedom Mop portrays refill bottles as wasteful
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- Figure 43: Libman Freedom Mop “Mountain of Bottles” TV ad, 2012
- Libman online
- Rubbermaid Reveal highlights savings of up to $50 per year
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- Figure 44: Rubbermaid Reveal Mop “Give Me All Your Money” TV ad, 2012
- Scotch-Brite Little Things online promotion
Responsibility for Cleaning and Purchasing Equipment
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- Key points
- Women still more likely than men do cleaning and purchasing…
- …but the balance is shifting
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- Figure 45: Responsibility for household cleaning and purchasing cleaning equipment, by gender, March 2012
- Higher-income respondents more likely to juggle cleaning responsibility
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- Figure 46: Responsibility for household cleaning and purchasing cleaning equipment, by household income, March 2012
Usage Frequency of Household Cleaning Equipment
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- Key points
- Kitchen items most likely to get daily use
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- Figure 47: Usage frequency of household cleaning equipment, March 2012
- Younger adults employ a wider array of floor cleaning tools
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- Figure 48: Usage frequency of floor cleaning tools, by age, March 2012
- Lower-income cleaners more likely to use traditional floor cleaning tools
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- Figure 49: Usage frequency of floor cleaning tools, by household income, March 2012
- More people in the house means more floor cleaning
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- Figure 50: Usage frequency of floor cleaning tools, by household size, March 2012
- Bigger households use most kitchen cleaning tools more frequently
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- Figure 51: Usage frequency of kitchen and countertop cleaning tools, by household size, March 2012
- Microfiber cloths, gloves used less often but could present opportunity
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- Figure 52: Usage frequency of other cleaning tools, by household size, March 2012
Household Cleaning Equipment Preferences
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- Key points
- Convenience can command a price premium
- Cleaning tools that “do it all” may have limited appeal
- Effectiveness more important than environmental friendliness
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- Figure 53: Household cleaning equipment preferences, March 2012
- Environmentally friendly cleaning tools more appealing to younger adults
- Younger adults more likely to value speed and ease over effectiveness
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- Figure 54: Household cleaning equipment preferences, by age, March 2012
Where Household Cleaning Equipment is Purchased
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- Key points
- Walmart tops other retailers by a wide margin
- Supermarkets most likely to be a secondary choice
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- Figure 55: Where household cleaning equipment purchased, March 2012
- Mass merchants appeal especially strongly to young category shoppers
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- Figure 56: Where household cleaning equipment purchased, by age, March 2012
- Shopping patterns by household income follow expected patterns
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- Figure 57: Where household cleaning equipment purchased, by household income, March 2012
Household Cleaning Equipment Shopping Behaviors
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- Key points
- Habit guides many category purchases, but habits can be broken
- Price and promotion play a role in purchase decisions
- Untapped potential for store brands
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- Figure 58: Household cleaning equipment shopping behaviors, March 2012
- Young shoppers approach the aisle with greater enthusiasm
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- Figure 59: Household cleaning equipment shopping behaviors, by age, March 2012
Sources of Housecleaning Information and Ideas
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- Key points
- Many sources used, but few used frequently
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- Figure 60: Sources of housecleaning information, ideas, advice, and product recommendations, March 2012
- Younger purchasers rely on a wider variety of sources for cleaning ideas
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- Figure 61: Sources of housecleaning information, ideas, advice, and product recommendations, by age, March 2012
- Cleaners in bigger households consult more cleaning information sources
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- Figure 62: Sources of housecleaning information, ideas, advice, and product recommendations, by household size, March 2012
Cleaning Challenges
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- Key points
- Dust and hard-to-reach places top the list of cleaning challenges
- Microbes present a big challenge
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- Figure 63: Cleaning challenges, March 2012
- Men less likely to see big cleaning problems
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- Figure 64: Cleaning challenges, by gender, March 2012
- Kids make messes, motivate parents to keep things clean
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- Figure 65: Cleaning challenges, by household size, March 2012
Cleaning Behaviors and Attitudes
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- Key points
- Housecleaning a chore, but a satisfying one
- Housecleaning is more likely to be done as needed than planned
- An opportunity for a greener approach to cleaning
- What will the neighbors think?
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- Figure 66: Cleaning behaviors and attitudes, March 2012
- Larger households result in deeper engagement in cleaning
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- Figure 67: Cleaning behaviors and attitudes, by household size, March 2012
Impact of Race/Hispanic Origin
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- Key points
- Blacks, Hispanics, Asians interested in eco-friendly and specialized tools
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- Figure 68: Household cleaning equipment preferences, by race/Hispanic origin, March 2012
- Blacks, Hispanics, Asians more likely to be cleaning information seekers
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- Figure 69: Sources of housecleaning information, ideas, advice, and product recommendations, by race/Hispanic origin, March 2012
- Non-white groups place greater emphasis on less visible cleaning issues
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- Figure 70: Cleaning challenges, by race/Hispanic origin, March 2012
- Blacks and Hispanics more likely to be organized and orderly in housecleaning
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- Figure 71: Cleaning attitudes, by race/Hispanic origin, March 2012
Cluster Analysis
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- Performance Seekers
- Demographics
- Characteristics
- Opportunity
- Disengaged Sharers
- Demographics
- Characteristics
- Opportunity
- Price Shoppers
- Demographics
- Characteristics
- Opportunity
- Super Cleaners
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 72: Target groups, March 2012
- Figure 73: Responsibility for household cleaning and purchasing cleaning equipment, by target groups, March 2012
- Figure 74: Usage frequency of floor cleaning tools, by target groups, March 2012
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- Figure 75: Usage frequency of kitchen and countertop cleaning tools, by target groups, March 2012
- Figure 76: Usage frequency of other cleaning tools, by target groups, March 2012
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- Figure 77: Household cleaning equipment preferences, by target groups, March 2012
- Figure 78: Where household cleaning equipment purchased, by target groups, March 2012
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- Figure 79: Household cleaning equipment purchasing attitudes and behaviors, by target groups, March 2012
- Figure 80: Sources of housecleaning information, ideas, advice, and product recommendations, by target groups, March 2012
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- Figure 81: Cleaning challenges, by target groups, March 2012
- Figure 82: Cleaning attitudes and behaviors, by target groups, March 2012
- Cluster demographics
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- Figure 83: Target groups by demographic, March 2012
- Cluster methodology
IRI/Builders—Key Household Purchase Measures
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- Cleaning tools/mops/brooms
- Consumer insights on key purchase measures
- Brand map
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- Figure 84: Brand map, selected brands of cleaning tools/mops/brooms buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 85: Key purchase measures for the top brands of cleaning tools/mops/brooms, by household penetration, 52 weeks ending June 26, 2011
Custom Consumer Groups
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- Men and women, with and without kids
- Dads more likely than men without kids to share cleaning and purchasing
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- Figure 86: Responsibility for household cleaning and purchasing cleaning equipment, by gender and presence of children in household, March 2012
- Parents, dads especially, more likely to be interested in environmental friendliness
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- Figure 87: Household cleaning equipment preferences, by gender and presence of children in household, March 2012
- Parents more likely to enjoy shopping for cleaning equipment
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- Figure 88: Household cleaning equipment purchasing attitudes and behaviors, by gender and presence of children in household, March 2012
- Dads more likely to be cleaning information seekers
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- Figure 89: Sources of housecleaning information, ideas, advice and product recommendations, by gender and presence of children in household, March 2012
- For moms, an especially conflicted view of housecleaning
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- Figure 90: Cleaning behaviors and attitudes, by gender and presence of children in household, March 2012
Appendix: Other Useful Consumer Tables
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- Responsibility for household cleaning and purchasing cleaning equipment
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- Figure 91: Responsibility for household cleaning and purchasing cleaning equipment, by age, March 2012
- Usage frequency of floor cleaning tools
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- Figure 92: Usage frequency of floor cleaning tools, by race/Hispanic origin, March 2012
- Usage frequency of kitchen and countertop cleaning tools
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- Figure 93: Usage frequency of kitchen and countertop cleaning tools, by age, March 2012
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- Figure 94: Usage frequency of kitchen and countertop cleaning tools, by household income, March 2012
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- Figure 95: Usage frequency of kitchen and countertop cleaning tools, by race/Hispanic origin, March 2012
- Usage frequency of other cleaning tools
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- Figure 96: Usage frequency of other cleaning tools, by age, March 2012
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- Figure 97: Usage frequency of other cleaning tools, by household income, March 2012
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- Figure 98: Usage frequency of other household cleaning tools, by race/Hispanic origin, March 2012
- Household cleaning equipment preferences
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- Figure 99: Household cleaning equipment preferences, by gender, March 2012
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- Figure 100: Household cleaning equipment preferences, by household size, March 2012
- Household cleaning equipment shopping behaviors
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- Figure 101: Household cleaning equipment purchasing attitudes and behaviors, by gender, March 2012
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- Figure 102: Household cleaning equipment shopping behaviors, by household size, March 2012
- Sources of housecleaning information, ideas, advice, and product recommendations
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- Figure 103: Sources of housecleaning information, ideas, advice, and product recommendations, by gender, March 2012
- Cleaning challenges
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- Figure 104: Cleaning challenges, by age, March 2012
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- Figure 105: Cleaning challenges, by household income, March 2012
- Cleaning attitudes
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- Figure 106: Cleaning attitudes, by gender, March 2012
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- Figure 107: Cleaning attitudes, by household income, March 2012
Appendix: Trade Associations
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