“The importance consumers place on cleaning power and disinfection represents an opportunity for brands to help housecleaners achieve the best results in every room of the house and on every surface.”
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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 and Insights
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
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Usage of Surface Cleaners
Responsibility for Cleaning and Purchasing Cleaning Products
Surface Cleaner Attribute Importance
Interest in Special Features
Household Surface Cleaner Usage Behaviors
Attitudes toward Household Surface Cleaners
Race and Hispanic Origin
Home Care Segmentation Analysis
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 – Toilet/Tub/Tile Cleaners
Brand Share – All-Purpose Cleaners
Brand Share – Specialized Cleaners
Brand Share – Cleaning Cloths/Wipes
Brand Share – Floor Cleaners/Wax Removers
Brand Share – Furniture Polish
Innovations and Innovators
Marketing Strategies
Social Media
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 – Social Media
Appendix – Information Resources Inc. Builders Panel Data Definitions
Appendix – Trade Associations
5th May 2014
“A new program at Target is an effort to make sustainable, organic, and natural products more accessible. For Seventh Generation, it’s a platform to launch a line of surface cleaners in a mixable concentrate form. Could it be the start of something small?” 
3rd March 2014
“New product bridges cleaning styles, promising power for spot cleaners and greater convenience for more thorough top-to-bottom cleaners.” |
Driving sales through specialization
