Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- A little less than five hours a week spent on cleaning
-
- Figure 1: Time spent cleaning the house, by gender and age, February 2013
- Cleaning more likely to happen a little at a time than all at once
-
- Figure 2: General housecleaning approach: a little at a time vs. thorough, top-to-bottom cleaning, by time spent cleaning, February 2013
- Approaches vary from task to task
-
- Figure 3: Approach to various cleaning tasks, February 2013
- Consumers prioritize cleaning performance over other product attributes
-
- Figure 4: Importance of cleaning product qualities, February 2013
- Combination of visible and invisible cues signal sufficient cleaning
-
- Figure 5: Signals for having cleaned enough, February 2013
- Strong emotional motivations for housecleaning and care
- Different interpretations of the link between a clean home and health
-
- Figure 6: General home care attitudes, strongly agree, February 2013
- What we think
Issues and Insights
-
- What motivates consumers to clean the house?
- Quick and easy vs. thorough and regular
- Housecleaning and health closely associated
- Could marketers encourage men to do a greater share of the cleaning?
Trend Applications
-
- Trend: Life Hacking
- Trend: The Unfairer Sex
- Mintel Futures: Old Gold
Market Overview
-
- Household surface cleaners
- Category sales stuck in low gear, but new products show potential
-
- Figure 7: Total U.S. retail sales of household surface cleaners, at current prices, 2007-17
-
- Figure 8: Total U.S. retail sales of household surface cleaners, at inflation-adjusted prices, 2007-17
- Fan chart forecast
-
- Figure 9: Total U.S. retail sales and fan chart forecast of household surface cleaners, at current prices, 2007-17
- Household cleaning equipment
- Cleaning tools/mops/brooms sets mostly negative tone for total category
- Saving money, time, and effort
- What’s next?
-
- Figure 10: Total U.S. retail sales of household cleaning equipment at current prices, 2007-17
- Figure 11: Total U.S. retail sales of household cleaning equipment at inflation-adjusted prices, 2007-17
- Fan chart forecast of household cleaning equipment
-
- Figure 12: Total U.S. sales of household cleaning equipment fan chart forecast with best- and worst-case scenarios, 2007-17
Market Drivers
-
- Time spent on housework declined just slightly between 2003 and 2011
- Gender gap in housework continues to narrow
-
- Figure 13: Time spent daily on housework, hours, 2003-11
- Number of households increases, but households with kids declines
-
- Figure 14: Households, by presence of children, 2002-12
- Average household size edges down
-
- Figure 15: Number of people in household, 2002-12
- Growing influence of Hispanic market
-
- Figure 16: Households with own children, by race and Hispanic origin of householder, 2012
- Figure 17: Population, by race and Hispanic origin, 2008-18
- Connection between housecleaning and health growing stronger
- Dog and cat ownership ticks up
-
- Figure 18: Dog and cat ownership, 2008-12
Innovations and Innovators
-
- Overview
- SC Johnson Smart Twist: all-in-one and specialized at the same time
- Windex Kitchen and Bathroom Touch-Up Cleaners keep cleaning within reach
- Lysol Power & Free balances effectiveness and safety claims
- Swiffer adds power to convenience with Mr. Clean
Marketing Strategies
-
- Lysol “Healthing” campaign rebrands cleaning as keeping family healthy
-
- Figure 19: Lysol “Stop Just Cleaning, Start Healthing” TV ad, 2013
-
- Figure 20: Lysol “Perfuming vs. Healthing” TV ad, 2013
- For natural brands, healthy means toxin-free
- Seventh Generation “Campaign for a Toxin-Free Generation”
- Ology “formulated to be free of harmful chemicals”
- Swiffer shifts emphasis from time-savings to cleaning effectiveness
-
- Figure 21: Swiffer “Dump Your Old Mop” TV ad, 2013
- Pine-Sol emphasizes no-nonsense cleaning power and expertise
-
- Figure 22: Pine-Sol “All-New Dirt Snugger” TV ad, 2013
Time Spent Cleaning the House
-
- Key points
- A little less than five hours a week spent on cleaning
- Women spend more time cleaning than men; gap widest at 55+
-
- Figure 23: Time spent cleaning the house, by gender and age, February 2013
- Higher income consumers devote less time to housecleaning
-
- Figure 24: Time spent cleaning the house, by household income, February 2013
- More time spent cleaning in larger households
-
- Figure 25: Time spent cleaning the house, by household size, February 2013
Changes in Amount of Time Spent Housecleaning
-
- Key points
- Consumers slightly more likely to report an increase in cleaning time
-
- Figure 26: General housecleaning approach: less time vs. more time, February 2013
- Young adults, especially women, more likely to increase cleaning time
-
- Figure 27: General housecleaning approach: less time vs. more time, by gender and age, February 2013
- Increasing household size brings increase in cleaning time
-
- Figure 28: General housecleaning approach: less time vs. more time, by household size, February 2013
Overall Approach to Cleaning
-
- Key points
- Cleaning more likely to happen a little at a time than all at once
-
- Figure 29: General housecleaning approach: a little at a time vs. thorough, top-to-bottom cleanings, by time spent cleaning, February 2013
- Most don’t follow a set cleaning schedule
-
- Figure 30: General housecleaning approach: clean when I have the time vs. schedule time to clean, February 2013
- More likely to keep the house clean than let it get messy before cleaning
-
- Figure 31: General housecleaning approach: waiting until things get messy vs. keeping home clean most of the time, by time spent cleaning, February 2013
Approach to Different Cleaning Tasks
-
- Key points
- Kitchen, bathroom, toilet get most constant and thorough cleaning
- Oven, upholstery, fabrics, windows least likely to get regular cleaning
- Vacuuming, mopping, sweeping, and dusting occupy a middle ground
-
- Figure 32: Approach to various cleaning tasks, February 2013
- Women considerably more likely to give the kitchen constant cleanup
-
- Figure 33: Approach to cleaning the kitchen, by gender and age, February 2013
- Kitchens in larger households more likely to get constant cleanup
-
- Figure 34: Approach to cleaning the kitchen, by household size, February 2013
- Opportunity to increase frequency of toilet cleaning among young adults
-
- Figure 35: Approach to cleaning the toilet, by gender and age, February 2013
- Vacuuming, floor mopping/sweeping more frequent in larger households
-
- Figure 36: Approach to vacuuming the floors, by household size, February 2013
-
- Figure 37: Approach to mopping/sweeping floors, by household size, February 2013
- Window cleaning not a priority for any group, especially women 55z+
-
- Figure 38: Approach to cleaning windows, by gender and age, February 2013
Multipurpose Cleaners vs. Specialized Cleaners
-
- Key points
- Multipurpose cleaners preferred over specialized products
-
- Figure 39: General housecleaning approach: multipurpose cleaning products vs. specialized products, February 2013
- Lighter cleaners more likely to favor multipurpose products
-
- Figure 40: General housecleaning approach: multipurpose cleaning products vs. specialized products, by time spent cleaning, February 2013
Importance of Cleaning Product Qualities
-
- Key points
- Consumers prioritize cleaning performance over other product attributes
-
- Figure 41: Importance of cleaning product qualities, by gender and age, February 2013
- Heaviest cleaners more interested in effectiveness than speed
-
- Figure 42: Importance of cleaning product qualities, by time spent cleaning, February 2013
What it Means to be Clean: Cues for Having Cleaned Enough
-
- Key points
- Combination of visible and invisible cues signal sufficient cleaning
- Restoring or maintaining a sense of order in the home
-
- Figure 43: Signals for having cleaned enough, by gender and age, February 2013
- Heavier cleaners rely more on invisible cues, less on superficial
-
- Figure 44: Signals for having cleaned enough, by time spent cleaning, February 2013
Attitudes toward Home Care
-
- Key points
- Strong emotional motivations for housecleaning and care
- Different interpretations of the link between a clean home and health
- Many housecleaners value convenience more than perfection
-
- Figure 45: General home care attitudes, February 2013
- Women more deeply engaged in home care than men
-
- Figure 46: General home care attitudes, by gender and age, February 2013
- More time spent cleaning reflects deeper care and engagement
-
- Figure 47: General home care attitudes, by time spent cleaning, February 2013
Impact of Race and Hispanic Origin
-
- Key points
- Hispanics devote more time to housecleaning than other groups
-
- Figure 48: Time spent cleaning the house, by race/Hispanic origin, February 2013
- Black and Hispanic consumers more likely to do top-to-bottom cleanings
-
- Figure 49: General housecleaning approach: a little at a time vs. thorough, top-to-bottom cleaning, by time spent cleaning, by race/Hispanic origin, February 2013
- Hispanics likely to give their kitchens constant cleanups
-
- Figure 50: Approach to cleaning the kitchen, by race/Hispanic origin, February 2013
- Black and Hispanic consumers place emphasis on bathroom cleaning
-
- Figure 51: Approach to cleaning the bathroom, by race/Hispanic origin, February 2013
- Disinfection, scent, eco-friendliness important to blacks, Hispanics
-
- Figure 52: Importance of cleaning product qualities, by race/Hispanic origin, February 2013
- Black and Hispanic consumers especially engaged in housecleaning
-
- Figure 53: General home care attitudes, by race/Hispanic origin, February 2013
Household Care Segmentation – Cluster Analysis
-
-
- Figure 54: Household care segments, February 2013
- Super Cleaners
- Demographics
- Household care attitudes
- Approach to cleaning the house
- Opportunity
- Disengageds
- Demographics
- Household care attitudes
- Approach to cleaning the house
- Opportunity
- Easy Greens
- Demographics
- Household care attitudes
- Approach to cleaning the house
- Opportunity
- Household care segment characteristic tables
-
- Figure 55: General home care attitudes, strongly agree, by household care segments, February 2013
- Figure 56: General home care attitudes, any agree, by household care segments, February 2013
- Figure 57: Time spent cleaning the house, by household care segments, February 2013
-
- Figure 58: General housecleaning approach: less time vs. more time, by household care segments, February 2013
- Figure 59: General housecleaning approach: a little at a time vs. thorough, top-to-bottom cleaning, by household care segments, February 2013
-
- Figure 60: General housecleaning approach: clean when I have the time vs. schedule time to clean, by household care segments, February 2013
- Figure 61: General housecleaning approach: waiting until things get messy vs. keeping home clean most of the time, by time spent cleaning, by household care segments, February 2013
-
- Figure 62: Approach to cleaning the toilet, by household care segments, February 2013
- Figure 63: Approach to cleaning the bathroom, by household care segments, February 2013
-
- Figure 64: Approach to cleaning the kitchen, by household care segments, February 2013
- Figure 65: Approach to cleaning windows, by household care segments, February 2013
-
- Figure 66: Approach to cleaning the oven, by household care segments, February 2013
- Figure 67: Approach to vacuuming the floors, by household care segments, February 2013
-
- Figure 68: Approach to mopping/sweeping floors, by household care segments, February 2013
- Figure 69: Approach to polishing/dusting items, by household care segments, February 2013
-
- Figure 70: Approach to cleaning upholstery/fabrics, by household care segments, February 2013
- Figure 71: General housecleaning approach: multipurpose cleaning products vs. specialized products, by household care segments, February 2013
-
- Figure 72: Importance of cleaning product qualities, by household care segments, February 2013
- Figure 73: Signals for having cleaned enough, by household care segments, February 2013
- Household care segment demographic tables
-
- Figure 74: Household care segments, by demographic, February 2013
- Household care segmentation methodology
-
Custom Consumer Groups
-
- Presence of kids increases cleaning time for both men and women
-
- Figure 75: Time spent cleaning the house, by gender and presence of children in household, February 2013
- Women, with or without kids, more likely to clean the kitchen constantly
-
- Figure 76: Approach to cleaning the kitchen, by gender and presence of children in household, February 2013
- Presence of young kids impacts dads’ approach to toilet cleaning
-
- Figure 77: Approach to cleaning the bathroom, by gender and presence of children in household, February 2013
- Kids have a bigger impact on men’s cleaning attitudes than women’s
-
- Figure 78: General home care attitudes, by gender and presence of children in household, February 2013
Appendix – Other Useful Consumer Tables
-
- Approach to cleaning the toilet
-
- Figure 79: Approach to cleaning the toilet, by gender and age, February 2013
-
- Figure 80: Approach to cleaning the toilet, by household income, February 2013
-
- Figure 81: Approach to cleaning the toilet, by household size, February 2013
- Approach to cleaning the bathroom
-
- Figure 82: Approach to cleaning the bathroom, by gender and age, February 2013
-
- Figure 83: Approach to cleaning the bathroom, by household income, February 2013
-
- Figure 84: Approach to cleaning the bathroom, by household size, February 2013
-
- Figure 85: Approach to cleaning the bathroom, by time spent cleaning, February 2013
- Approach to cleaning the kitchen
-
- Figure 86: Approach to cleaning the kitchen, by household income, February 2013
- Approach to cleaning windows
-
- Figure 87: Approach to cleaning windows, by household income, February 2013
-
- Figure 88: Approach to cleaning windows, by household size, February 2013
-
- Figure 89: Approach to cleaning windows, by time spent cleaning, February 2013
- Approach to cleaning the oven
-
- Figure 90: Approach to cleaning the oven, by gender and age, February 2013
-
- Figure 91: Approach to cleaning the oven, by household income, February 2013
-
- Figure 92: Approach to cleaning the oven, by time spent cleaning, February 2013
- Approach to vacuuming the floors
-
- Figure 93: Approach to vacuuming the floors, by gender and age, February 2013
-
- Figure 94: Approach to vacuuming the floors, by household income, February 2013
-
- Figure 95: Approach to vacuuming the floors, by time spent cleaning, February 2013
- Approach to mopping/sweeping floors
-
- Figure 96: Approach to mopping/sweeping floors, by gender and age, February 2013
-
- Figure 97: Approach to mopping/sweeping floors, by household income, February 2013
-
- Figure 98: Approach to mopping/sweeping floors, by time spent cleaning, February 2013
- Approach to dusting
-
- Figure 99: Approach to polishing/dusting items, by gender and age, February 2013
-
- Figure 100: Approach to polishing/dusting items, by household income, February 2013
-
- Figure 101: Approach to polishing/dusting items, by time spent cleaning, February 2013
- Approach to cleaning upholstery/fabrics
-
- Figure 102: Approach to cleaning upholstery/fabrics, by gender and age, February 2013
-
- Figure 103: Approach to cleaning upholstery/fabrics, by household income, February 2013
-
- Figure 104: Approach to cleaning upholstery/fabrics, by household size, February 2013
-
- Figure 105: Approach to cleaning upholstery/fabrics, by time spent cleaning, February 2013
- Importance of cleaning product qualities
-
- Figure 106: Importance of cleaning product qualities, by household income, February 2013
-
- Figure 107: Importance of cleaning product qualities, by household size, February 2013
- What it means to be clean: cues for having cleaned enough
-
- Figure 108: Signals for having cleaned enough, by household income, February 2013
- Attitudes toward home care
-
- Figure 109: General home care attitudes, any agree, by gender and age, February 2013
-
- Figure 110: General home care attitudes, any agree, by household income, February 2013
-
- Figure 111: General home care attitudes, any agree, by household size, February 2013
-
- Figure 112: General home care attitudes, any agree, by time spent cleaning, February 2013
-
- Figure 113: General home care attitudes, strongly agree, by household income, February 2013
-
- Figure 114: General home care attitudes, strongly agree, by household size, February 2013
Appendix – Trade Associations
Back to top