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
- Terms
Executive Summary
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- The market
- Category sales stuck in low gear, but new products show potential
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- Figure 1: Total U.S. retail sales and fan chart forecast of household surface cleaners, at current prices, 2007-17
- Median household income remains weak
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- Figure 2: Median household income, in inflation-adjusted dollars, 2001-11
- Segment performance
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- Figure 3: Segment sales of household surface cleaners, 2010 and 2012
- Search for value drives channel shifting
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- Figure 4: Share of retail sales of household surface cleaners, by channel, 2010 and 2012
- Clorox holds the lead over Reckitt Benckiser and SC Johnson
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- Figure 5: MULO share of household surface cleaners by leading companies, 2011 and 2012
- The consumer
- Who cleans the house?
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- Figure 6: Responsibility for household cleaning, by gender and age, August 2012
- Usage of surface cleaners
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- Figure 7: Household usage of surface cleaners, 2005/06 and 2011/12
- Surface cleaner attribute importance
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- Figure 8: Household surface cleaner attribute importance, August 2012
- Frequency of household cleaning tasks
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- Figure 9: Frequency of household cleaning tasks, August 2012
- Household surface cleaner product practices
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- Figure 10: Household surface cleaner product practices: August 2012
- Attitudes toward household surface cleaners
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- Figure 11: Attitudes toward household surface cleaners, August 2012
- What we think
Issues in the Market
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- How does health and wellness intersect with housecleaning?
- Multipurpose or specialized, which is the path to growth?
- How will the Millennial generation (aged 18-35 in 2012) change the household surface cleaner market as they move into their prime housecleaning years and displace aging and nest-emptying Baby Boomers?
Insights and Opportunities
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- The private label threat/opportunity
- Men cleaning
- Hispanic opportunity continues to grow
Trend Applications
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- Trend: The Real Thing
- Trend: Experience is All
- 2015 Trend: Old Gold
Market Size and Forecast
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- Key points
- Category sales stuck in low gear, but new products show potential
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- Figure 12: Total U.S. retail sales of household surface cleaners, at current prices, 2007-17
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- Figure 13: Total U.S. retail sales of household surface cleaners, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 14: Total U.S. retail sales and fan chart forecast of household surface cleaners, at current prices, 2007-17
Market Drivers
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- Shaky economy keeps category growth in check
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- Figure 15: Household surface cleaner economizing shopping behaviors, by household income, August 2012
- Median household income remains weak
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- Figure 16: Median household income, in inflation-adjusted dollars, 2001-11
- Consumer confidence strengthens
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- Figure 17: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-12
- Households with kids declining
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- Figure 18: Households, by presence of children, 2002-12
- Growing influence of Hispanic market
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- Figure 19: Population by race and Hispanic origin, 2007-17
Competitive Context
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- Leading eco-friendly brands
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- Figure 20: MULO sales of select eco-friendly household surface cleaners, by brand and product type, 2010-12
- Home-made cleaners
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- Figure 21: Household surface cleaner product practices concerning home-made products, August 2012
Segment Performance
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- Key points
- Specialized cleaners and wipes post strongest performance
- Sales slide in more traditional and labor-intensive segments
- All-purpose cleaners a focal point for cross-segment competition
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- Figure 22: Total U.S. retail sales of household surface cleaners, by segment, at current prices, 2010 and 2012
Segment Performance—Toilet/Tub/Tile Cleaners
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- Key points
- Abrasive and nonabrasive tub/tile cleaners lead decline
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- Figure 23: Total U.S. retail sales of toilet/tub/tile cleaners, at current prices, 2007-17
- Figure 24: MULO sales of toilet/tub/tile cleaners, by subsegment, at current prices, 2010-12
Segment Performance—All-purpose Cleaners
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- Key points
- Sales flat over the long run
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- Figure 25: Total U.S. retail sales of all-purpose cleaners, at current prices, 2007-17
Segment Performance—Specialized Cleaners
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- Key points
- Drain cleaners and smaller subsegments drive growth for segment as a whole
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- Figure 26: Total U.S. retail sales of specialized cleaners, at current prices, 2007-17
- Figure 27: MULO sales of specialized cleaners, by subsegment, at current prices, 2010-2012
Segment Performance—Cleaning Cloths/Wipes
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- Key points
- Disposable wipes benefit from interest in quick, easy cleanups
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- Figure 28: Total U.S. retail sales of cleaning cloths/wipes, at current prices, 2007-17
Segment Performance—Floor Cleaners/Wax Removers
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- Key points
- Easy, bucket-free cleaning helps drive segment sales
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- Figure 29: Total U.S. retail sales of floor cleaners/wax removers, at current prices, 2007-17
Segment Performance—Furniture Polish
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- Key points
- Furniture polish sales decline as household usage slips
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- Figure 30: Total U.S. retail sales of furniture polish, at current prices, 2007-17
Retail Channels
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- Key points
- Search for value drives channel shifting
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- Figure 31: Total U.S. retail sales of household surface cleaners, by channel, at current prices, 2010-12
Retail Channels—Supermarkets
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- Key points
- Supermarkets lose cleaner sales to value-driven retailers
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- Figure 32: U.S. supermarket sales of household surface cleaners, at current prices, 2007-12
Retail Channels—Drug Stores
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- Key points
- Convenience, store brands drive surface cleaner business in drug stores
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- Figure 33: U.S. drug store sales of household surface cleaners, at current prices, 2007-12
Retail Channels—Other Channels
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- Key points
- Value drives growth in other channels
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- Figure 34: U.S. sales of household surface cleaners through other channels, at current prices, 2007-12
Retail Channels—Natural Supermarkets
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- Key points
- Sales of household cleaners in the natural channel
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- Figure 35: Natural supermarket sales of household cleaners, at current prices, 2010-12
- Figure 36: Natural supermarket sales of household cleaners, at inflation-adjusted prices, 2010-12
- Natural channel sales of household cleaners by segment
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- Figure 37: Natural supermarket sales of household cleaners, by segment, 2010 and 2012
- Brands of note
Leading Companies
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- Key points
- Clorox holds the lead over Reckitt Benckiser and SC Johnson
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- Figure 38: MULO sales and share of household surface cleaners by leading companies, 2011 and 2012
Brand Share—All-purpose Cleaners
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- Key points
- Well-known brands extend into all-purpose cleaner segment
- Clorox and Pine Sol stay on top
- Colgate gains with Fabuloso and Ajax
- Lysol loses share but may be set to gain with Power & Free line
- Manufacturer sales of all-purpose cleaners
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- Figure 39: MULO sales and share of all-purpose cleaners by leading companies and brands, 2011 and 2012
Brand Share —Toilet/Tub/Tile Cleaners
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- Key points
- Minimal share movement among leading companies and brands
- Manufacturer sales of toilet/tub/tile cleaners
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- Figure 40: MULO sales and share of toilet/tub/tile cleaners by leading companies and brands, 2011 and 2012
Brand Share—Specialized Cleaners
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- Key points
- A wide variety of brands compete to meet specialized needs
- Leading brands hold steady
- Manufacturer sales of specialized cleaners
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- Figure 41: MULO sales and share of specialized cleaners by leading companies and brands, 2011 and 2012
Brand Share—Cleaning Cloths/Wipes
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- Key points
- Clorox leads, but Lysol gains share with increasingly varied product lineup
- Lysol and others tout safety and effectiveness
- Private label advances
- Manufacturer sales of cleaning clothes/wipes
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- Figure 42: MULO sales and share of cleaning cloths/wipes by leading companies and brands, 2011 and 2012
Brand Share—Floor Cleaners/Wax Removers
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- Key points
- Swiffer WetJet extends its lead
- Floor cleaning systems present opportunity for other brands as well
- Manufacturer sales of floor cleaners/wax removers
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- Figure 43: MULO sales and share of floor cleaners/wax removers, by leading companies and brands, 2011 and 2012
Brand Share—Furniture Polish
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- Key points
- Pledge dominates declining segment
- Swiffer gains share
- Store brands advance
- Manufacturer sales of furniture polish
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- Figure 44: MULO sales and share of furniture polish, by leading companies and brands, 2011 and 2012
Marketing Strategies
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- Overview: well-supported familiar brands
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- Figure 45: Measured-media advertising spending of select household surface cleaner brands, 2010 and 2011
- Lysol brand focuses on health
- Seasonal campaigns emphasize prevention
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- Figure 46: Lysol “Before the Sneeze” TV ad, 2012
- Lysol Power & Free launch ads position line as more effective, less harsh than bleach
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- Figure 47: Lysol Power & Free “Time to Change the Way We Clean” TV ad, 2012
- Clorox brand campaign reinforces the power of bleach
- Clorox wipes ads focus on specific surfaces
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- Figure 48: Clorox disinfecting wipes “Dancing Chickens” TV ad, 2012
- Scrubbing Bubbles moves into the kitchen
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- Figure 49: Scrubbing Bubbles with Fantastik “What’s it Like, In the Kitchen?” TV ad, 2012
- Pledge assures suitability beyond wood
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- Figure 50: Pledge Multi-Surface “I’d Stay Clear of That Cleaner Too” TV ad, 2012
- Kaboom stays in bathroom, grows sales
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- Figure 51: Kaboom “Tough Bathroom Stains?” TV ad, 2012
Innovations and Innovators
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- All-purpose cleaners lead innovation
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- Figure 52: Household surface cleaner new product launches, by product category, 2007-12*
- Ethical claims lead all others
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- Figure 53: Top packaging claims for household surface cleaner new product launches, by product category, 2007-12*
- Specialized cleaners
- Environmentally friendly for better health
- Cleaning power
Who Cleans the House?
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- Key points
- As gender roles continue to shift, men may need a bit of a push
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- Figure 54: Responsibility for household cleaning, by gender and age, August 2012
- Those in lower income households more likely to take sole responsibility
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- Figure 55: Responsibility for household cleaning, by household income, August 2012
- Lifestage drives changes in time spent on housecleaning
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- Figure 56: Changes in time spent cleaning, by gender and age, August 2012
Usage of Surface Cleaners
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- Key points
- Household usage steady for some types of surface cleaners
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- Figure 57: Household usage of surface cleaners, 2005- 12
- Younger consumers less likely to use more traditional cleaning products
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- Figure 58: Household usage of surface cleaners, by age, April 2011-June 2012
- Affluent consumers gravitate to convenience and lifestyle oriented cleaners
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- Figure 59: Household usage of surface cleaners, by household income, April 2011-June 2012
- Households with kids use wider array of surface cleaners
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- Figure 60: Household usage of surface cleaners, by presence of children in household, April 2011-June 2012
- Households with kids use products of all types more frequently
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- Figure 61: Frequency of use of household of surface cleaners, by presence of children in household, April 2011-June 2012
Surface Cleaner Attribute Importance
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- Key points
- Functionality trumps fragrance and eco-friendliness
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- Figure 62: Household surface cleaner attribute importance, August 2012
- Younger men and women more focused on cleaning product attributes
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- Figure 63: Household surface cleaner attribute importance, by gender and age, August 2012
- Lower-income consumers value more cleaning product attributes
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- Figure 64: Household surface cleaner attribute importance, by household income, August 2012
Household Surface Cleaner Shopping Behaviors
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- Key points
- Older shoppers more loyal; younger ones more likely to switch on price
- Focus on value to earn the loyalty of younger shoppers
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- Figure 65: Household surface cleaner shopping behaviors, by gender and age, August 2012
Frequency of Household Cleaning Tasks
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- Key points
- Kitchens and bathrooms get frequent, ongoing cleaning
- Bucket-free mops facilitate frequent floor cleaning
- Windows would benefit from more attention
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- Figure 66: Frequency of household cleaning tasks, August 2012
- Young adults more likely to emphasize light-duty over thorough cleaning
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- Figure 67: Frequency of household cleaning tasks, by gender and age, August 2012
Household Surface Cleaner Product Practices
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- Key points
- In everyday use, specialized products win out over multi-surface products
- Baking soda and vinegar used as cleaners by nearly three in 10
- Money savings more compelling than environment for refills, concentrates
- Consumers more likely to read labels than go online to check ingredients
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- Figure 68: Household surface cleaner product practices, by gender and age, August 2012
- Higher-income cleaners use more specialized products
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- Figure 69: Household surface cleaner product practices, by household income, August 2012
Attitudes Toward Household Surface Cleaners
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- Key points
- Disinfection becoming more important in and out of home
- Concern over cleaners creates opportunity for natural disinfection
- Convenience drives wipes; new products address light duty perception
- All-purpose versus specialty
- Despite low share, store brand surface cleaners get credit for effectiveness
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- Figure 70: Attitudes toward household surface cleaners, August 2012
- Younger housecleaners value convenience and eco-friendliness
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- Figure 71: Attitudes toward household surface cleaners, by gender and age, August 2012
Impact of Race/Hispanic Origin
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- Blacks and Hispanics more likely to use specialized surface cleaners
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- Figure 72: Household usage of surface cleaners, by race/Hispanic origin, August 2012
- Blacks, Hispanics use all types of surface cleaners more frequently
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- Figure 73: Frequency of use of household of surface cleaners, by race/Hispanic origin, April 2011-June 2012
- Blacks, Hispanics place greater importance on health, fragrance
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- Figure 74: Household surface cleaner attribute importance, by race/Hispanic origin, August 2012
Home Care Segmentation Analysis
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- Figure 75: Home care segments, August 2012
- Easy Does Its
- Demographics
- Approach to home care
- Attitudes and behaviors concerning household surface cleaners
- Opportunity
- Deep Cleaners
- Demographics
- Approach to home care
- Attitudes and behaviors concerning household surface cleaners
- Opportunity
- Easy Greens
- Demographics
- Approach to home care
- Attitudes and behaviors concerning household surface cleaners
- Opportunity
- Disengageds
- Demographics
- Approach to home care
- Attitudes and behaviors concerning household surface cleaners
- Opportunity
- Cluster characteristic tables
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- Figure 76: General household care attitudes—any agree, by home care segments, August 2012
- Figure 77: General household care attitudes—strongly agree, by home care segments, August 2012
- Figure 78: Responsibility for household cleaning, by home care segments, August 2012
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- Figure 79: Household surface cleaner attribute importance, by home care segments, August 2012
- Figure 80: Household surface cleaner shopping behaviors, by home care segments, August 2012
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- Figure 81: Changes in time spent cleaning, by home care segments, August 2012
- Figure 82: Frequency of household cleaning tasks, by home care segments, August 2012
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- Figure 83: Household surface cleaner product practices, by home care segments, August 2012
- Figure 84: Attitudes toward household surface cleaners, by home care segments, August 2012
- Cluster demographic tables
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- Figure 85: Home care segments, by demographic, August 2012
- Cluster methodology
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Custom Consumer Groups
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- Overview
- Women more likely to do cleaning, with or without kids
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- Figure 86: Responsibility for household cleaning, by gender and presence of children in household, August 2012
- Both men and women with kids place importance on health-related benefits
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- Figure 87: Household surface cleaner attribute importance, by gender and presence of children in household, August 2012
- Women still more engaged in surface cleaner shopping
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- Figure 88: Household surface cleaner shopping behaviors, by gender and presence of children in household, August 2012
- Dads especially interested in eco-friendly surface cleaners
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- Figure 89: Attitudes toward household surface cleaners, by gender and presence of children in household, August 2012
IRI/Builders—Key Household Purchase Measures
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- Overview of household cleaners
- All-purpose cleaners/disinfectants
- Consumer insights on key purchase measures
- Brand map
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- Figure 90: Brand map, selected brands of all-purpose cleaners/disinfectants buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 91: Key purchase measures for the top brands of all-purpose cleaners/disinfectants, by household penetration, 52 weeks ending June 24, 2012
- Nonabrasive tub/tile cleaners
- Consumer insights on key purchase measures
- Brand map
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- Figure 92: Brand map, selected brands of nonabrasive tub/tile cleaners buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 93: Key purchase measures for the top brands of nonabrasive tub/tile cleaners, by household penetration, 52 weeks ending June 24, 2012
- Abrasive tub/tile cleaners
- Consumer insights on key purchase measures
- Brand map
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- Figure 94: Brand map, selected brands of abrasive tub/tile cleaners buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 95: Key purchase measures for the top brands of abrasive tub/tile cleaners, by household penetration, 52 weeks ending June 24, 2012
Appendix—Other Useful Consumer Tables
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- Figure 96: Responsibility for household cleaning, by presence of children in household, August 2012
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- Figure 97: Frequency of use of household of surface cleaners, by age, April 2011-June 2012
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- Figure 98: Frequency of use of household of surface cleaners, by household income, April 2011-June 2012
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- Figure 99: Household surface cleaner attribute importance, by presence of children in household, August 2012
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- Figure 100: Household surface cleaner shopping behaviors, by household income, August 2012
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- Figure 101: Household surface cleaner shopping behaviors, by presence of children in household, August 2012
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- Figure 102: Household surface cleaner shopping behaviors, by race/Hispanic origin, August 2012
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- Figure 103: Changes in time spent cleaning, by presence of children in household, August 2012
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- Figure 104: Changes in time spent cleaning, by household income, August 2012
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- Figure 105: Frequency of household cleaning tasks, by household income, August 2012
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- Figure 106: Frequency of household cleaning tasks, by presence of children in household, August 2012
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- Figure 107: Household surface cleaner product practices, by race/Hispanic origin, August 2012
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- Figure 108: Attitudes toward household surface cleaners, by household income, August 2012
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- Figure 109: Attitudes toward household surface cleaners, by race/Hispanic origin, August 2012
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- Figure 110: Attitudes toward household surface cleaners, by presence of children in household, August 2012
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- Figure 111: Household surface cleaner product practices, by presence of children in household, August 2012
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- Figure 112: General home care attitudes, August 2012
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- Figure 113: General home care attitudes, by gender and age, August 2012
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- Figure 114: General home care attitudes, by household income, August 2012
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- Figure 115: General home care attitudes, by race/Hispanic origin, August 2012
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- Figure 116: General home care attitudes, by presence of children in household, August 2012
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Appendix—Trade Associations
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