Table of Contents
Executive Summary
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- Most do at least some cleaning, devote almost four hours a week to it
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- Figure 1: Time spent cleaning, by gender and age, March-April 2014
- Overall, housecleaners inclined to clean as they go
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- Figure 2: Overall approach: a little at a time vs top-to-bottom cleaning, by time spent cleaning the house, March-April 2014
- Heavier cleaners more likely to prefer specialized cleaning products
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- Figure 3: Overall approach: multipurpose vs specialized, by time spent cleaning the house, March-April 2014
- Heavy housecleaners motivated by more than just dirt and grime
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- Figure 4: Attitudes toward home care, agree strongly, by amount of time spent cleaning the house, March-April 2014
- Cleaning approaches vary by task
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- Figure 5: Approach to different cleaning tasks, March-April 2014
- What it means to be clean differs by room of the house
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- Figure 6: Cues for having cleaned enough, top three selections, kitchen and bathroom, March-April 2014
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- Figure 7: Cues for having cleaned enough, top three selections, bedroom and living/family room, March-April 2014
- What we think
Issues and Insights
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- Opportunities for more cleaning, room by room
- The issues
- The implications
- How can kids be encouraged to do more cleaning?
- The issues
- The implications
- How can brands clean up with smaller households?
- The issues
- The implications
Trend Application
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- Trend: Minimize Me
- Trend: Mood to Order
- Trend: FSTR HYPR
Market Overview
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- Household surface cleaners
- Slow growth, but opportunities for products that enable easy, effective cleaning
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- Figure 8: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2008-18
- Convenience and ease drive segment shifts
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- Figure 9: Sales of household surface cleaners, by segment, 2011 and 2013
- Declining use of most labor-intensive cleaners reflects shift in habits
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- Figure 10: Household usage of surface cleaners, 2008-13
- Vacuum cleaners
- Market regains momentum, but sales still below their 2008 level
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- Figure 11: Total US sales and fan chart forecast of vacuum cleaners, at current prices, 2008-18
- Handling issues prominent on list of vacuum cleaner complaints
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- Figure 12: Problems with vacuum cleaners, July 2013
- Pet owners and allergy sufferers a key market for added features
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- Figure 13: Willing to pay more for added features and services, by pet ownership and presence of allergy/asthma sufferers in household, July 2013
Market Drivers
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- Time spent on housework declined just slightly between 2003 and 2012
- Gender gap in housework narrows modestly
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- Figure 14: Time spent daily on housework, minutes, 2003-12
- More households, but households getting smaller
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- Figure 15: Households, by presence of own children, 2003-13
- Figure 16: Household size, 2003-13
- Growing influence of Hispanic market
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- Figure 17: Households with own children, by race and Hispanic origin of householder, 2013
- Figure 18: Population, by race and Hispanic origin, 2009-19
Innovations and Innovators
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- Shifting cleaning behaviors drive innovation and vice versa
- Gel from Mr. Clean emphasizes spot cleaning
- Swiffer continues to innovate with quick-clean equipment
- Pine-Sol adds convenience of bucket-free floor cleaning
- Windex puts easy cleaning within reach
- Coatings reduce need for surface cleaning
- Kaboom highlights transparent shield
- Improved battery life helps to push cordless vacuum boundaries
- Rowenta Delta Force features triangular head to get into corners
- Gtech AirRam offers cordless operation and USB connectivity
- Dyson Hard combines vacuuming and wiping in a single appliance
Marketing Strategies
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- Swiffer highlights users to demonstrate housecleaning utility
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- Figure 19: Swiffer “Morty Are You Listening?” TV ad, 2013
- Figure 20: Swiffer “The Rukavinas” TV ad, 2014
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- Figure 21: Swiffer “The Rukavinas” TV ad, 2014
Responsibility for Cleaning the House
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- Key points
- Most adults report doing some or most of the cleaning
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- Figure 22: Responsibility for cleaning the house, March-April 2014
- Women still more likely to view themselves as responsible for cleaning
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- Figure 23: Does some or most of the cleaning, by gender and age, March-April 2014
- Higher-income households more likely to rely on cleaning services
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- Figure 24: Does some or most of the cleaning, by household income, March-April 2014
- Even in larger households, most kids aren’t active cleaners
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- Figure 25: Does some or most of the cleaning, by household size, March-April 2014
Time Spent Cleaning the House
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- Key points
- Women spend more time cleaning, but men may aspire to catch up
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- Figure 26: Time spent cleaning, by gender and age, March-April 2014
- More people in the household means more time spent cleaning
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- Figure 27: Time spent cleaning, by household size, March-April 2014
Overall Approach to Cleaning
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- Key points
- Housecleaners more inclined to clean as they go…
- …placing premium on products that clean quickly and effectively
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- Figure 28: Overall approach to cleaning, March-April 2014
- Smaller households more likely to clean a little at a time
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- Figure 29: Overall approach to cleaning, by household size, March-April 2014
- Heavier cleaners clean more thoroughly…
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- Figure 30: Overall approach to cleaning, by time spent cleaning the house, March-April 2014
- …and are motivated by more than just dirt and grime
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- Figure 31: Attitudes toward home care, agree strongly, by amount of time spent cleaning the house, March-April 2014
Approach to Different Cleaning Tasks
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- Key points
- Kitchen and bathroom most likely to get constant, thorough cleaning
- Emphasis on speed for dusting, floor cleaning
- Oven, upholstery, and windows likely to be cleaned only when necessary
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- Figure 32: Approach to different cleaning tasks, March-April 2014
- Women 35+ most likely to give bathroom, kitchen constant cleanup
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- Figure 33: Approach to cleaning the bathroom, by gender and age, March-April 2014
- Figure 34: Approach to cleaning the kitchen, by gender and age, March-April 2014
What it Means to be Clean, by Room of the House
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- Key points
- Disinfection and scent are key in bathroom
- Kitchen must look nice and be germ-free
- Visual cues likely to be enough for bedroom, living room
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- Figure 35: Cues for having cleaned enough, by rooms of the house, March-April 2014
Household Care Segmentation – Cluster Analysis
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- Figure 36: Household care segments, March-April 2014
- Easy Greens
- Demographics
- Household care attitudes and approach to cleaning the house
- Opportunity
- Disengageds
- Demographics
- Household care attitudes and approach to cleaning the house
- Opportunity
- Deep Cleaners
- Demographics
- Household care attitudes and approach to cleaning the house
- Opportunity
- Household care segment characteristic tables
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- Figure 37: Attitudes toward home care, by household care segments, March-April 2014
- Figure 38: Attitudes toward home care, any agree, by household care segments, March-April 2014
- Figure 39: Does some or most of the cleaning, by household care segments, March-April 2014
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- Figure 40: Time spent cleaning, by household care segments, March-April 2014
- Figure 41: overall approach to cleaning, by household care segments, by amount of time spent cleaning the house, March-April 2014
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- Figure 42: Approach to cleaning the bathroom, by household care segments, March-April 2014
- Figure 43: Approach to cleaning the kitchen, by household care segments, March-April 2014
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- Figure 44: Approach to cleaning the oven, by household care segments, March-April 2014
- Figure 45: Approach to vacuuming floors, by household care segments, March-April 2014
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- Figure 46: Approach to mopping floors, by household care segments, March-April 2014
- Figure 47: Approach to sweeping floors, by household care segments, March-April 2014
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- Figure 48: Approach to dusting items/furniture, by household care segments, March-April 2014
- Figure 49: Approach to polishing furniture (eg tables), by household care segments, March-April 2014
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- Figure 50: Approach to vacuuming fabrics/upholstery, by household care segments, March-April 2014
- Figure 51: Approach to spot cleaning fabrics/upholstery, by household care segments, March-April 2014
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- Figure 52: Approach to shampooing fabrics/upholstery, by household care segments, March-April 2014
- Figure 53: Approach to windows, by household care segments, March-April 2014
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- Figure 54: Cues for having cleaned enough, the kitchen, by household care segments, March-April 2014
- Figure 55: Cues for having cleaned enough, bathroom, by household care segments, March-April 2014
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- Figure 56: Cues for having cleaned enough, bedroom, by household care segments, March-April 2014
- Figure 57: Cues for having cleaned enough, living room/family room, by household care segments, March-April 2014
- Household care segment demographic tables
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- Figure 58: Household care segments, by demographic, March-April 2014
- Household care segmentation methodology
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Impact of Race and Hispanic Origin
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- Key points
- Opportunity to help black parents involve their kids in housecleaning
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- Figure 59: Does some or most of the cleaning, by race/Hispanic origin, March-April 2014
- Hispanics spend more time cleaning than other groups
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- Figure 60: Time spent cleaning, by race/Hispanic origin, March-April 2014
- Hispanics tend to more thorough cleaning, more specialized products
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- Figure 61: overall approach to cleaning, by race/Hispanic origin, March-April 2014
- Black and Hispanic consumers deeply engaged in housecleaning
- Opportunity for natural cleaning products among Hispanics
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- Figure 62: Attitudes toward home care, by race and Hispanic origin, March-April 2014
Custom Consumer Groups
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- Type of home has modest impact on amount of time spent cleaning
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- Figure 63: Time spent cleaning, by primary residence status, March-April 2014
- Renters likely to prefer multipurpose cleaners
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- Figure 64: overall approach to cleaning, by primary residence status, March-April 2014
- Cleaning motivations consistent across homeownership status, home type
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- Figure 65: Attitudes toward home care, by primary residence status, March-April 2014
Appendix – Other Useful Consumer Tables
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- Responsibility for cleaning the house
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- Figure 66: Does some or most of the cleaning, by time spent cleaning, March-April 2014
- Time spent cleaning
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- Figure 67: Time spent cleaning, by household income, March-April 2014
- Overall approach to cleaning
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- Figure 68: Overall approach to cleaning, by gender and age, March-April 2014
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- Figure 69: Overall approach to cleaning, by household income, March-April 2014
- Attitudes toward home care
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- Figure 70: Attitudes toward home care, by gender and age, March-April 2014
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- Figure 71: Attitudes toward home care, by household income, March-April 2014
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- Figure 72: Attitudes toward home care, by household size, March-April 2014
- Approach cleaning the bathroom
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- Figure 73: Approach to cleaning the bathroom, by household income, March-April 2014
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- Figure 74: Approach to cleaning the bathroom, by household size, March-April 2014
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- Figure 75: Approach to cleaning the bathroom, by race/Hispanic origin, March-April 2014
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- Figure 76: Approach to cleaning the bathroom, by time spent cleaning the house, March-April 2014
- Approach cleaning the kitchen
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- Figure 77: Approach to cleaning the kitchen, by household income, March-April 2014
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- Figure 78: Approach to cleaning the kitchen, by household size, March-April 2014
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- Figure 79: Approach to cleaning the kitchen, by race/Hispanic origin, March-April 2014
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- Figure 80: Approach to cleaning the kitchen, by time spent cleaning the house, March-April 2014
- Approach to cleaning the oven
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- Figure 81: Approach to cleaning the oven, by gender and age, March-April 2014
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- Figure 82: Approach to cleaning the oven, by household income, March-April 2014
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- Figure 83: Approach to cleaning the oven, by household size, March-April 2014
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- Figure 84: Approach to cleaning the oven, by race/Hispanic origin, March-April 2014
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- Figure 85: Approach to cleaning the oven, by time spent cleaning the house, March-April 2014
- Approach to vacuuming floors
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- Figure 86: Approach to vacuuming floors, by gender and age, March-April 2014
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- Figure 87: Approach to vacuuming floors, by household income, March-April 2014
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- Figure 88: Approach to vacuuming floors, by household size, March-April 2014
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- Figure 89: Approach to vacuuming floors, by race/Hispanic origin, March-April 2014
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- Figure 90: Approach to vacuuming floors, by time spent cleaning the house, March-April 2014
- Approach to mopping floors
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- Figure 91: Approach to mopping floors, by gender and age, March-April 2014
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- Figure 92: Approach to mopping floors, by household income, March-April 2014
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- Figure 93: Approach to mopping floors, by household size, March-April 2014
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- Figure 94: Approach to mopping floors, by race/Hispanic origin, March-April 2014
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- Figure 95: Approach to mopping floors, by time spent cleaning the house, March-April 2014
- Approach to sweeping floors
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- Figure 96: Approach to sweeping floors, by gender and age, March-April 2014
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- Figure 97: Approach to sweeping floors, by household income, March-April 2014
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- Figure 98: Approach to sweeping floors, by household size, March-April 2014
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- Figure 99: Approach to sweeping floors, by race/Hispanic origin, March-April 2014
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- Figure 100: Approach to sweeping floors, by time spent cleaning the house, March-April 2014
- Approach to dusting items/furniture
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- Figure 101: Approach to dusting items/furniture, by gender and age, March-April 2014
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- Figure 102: Approach to dusting items/furniture, by household income, March-April 2014
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- Figure 103: Approach to dusting items/furniture, by household size, March-April 2014
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- Figure 104: Approach to dusting items/furniture, by race/Hispanic origin, March-April 2014
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- Figure 105: Approach to dusting items/furniture, by household care segments, March-April 2014
- Approach to polishing furniture
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- Figure 106: Approach to polishing furniture (eg tables), by gender and age, March-April 2014
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- Figure 107: Approach to polishing furniture (eg tables), by household income, March-April 2014
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- Figure 108: Approach to polishing furniture (eg tables), by household size, March-April 2014
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- Figure 109: Approach to polishing furniture (eg tables), by race/Hispanic origin, March-April 2014
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- Figure 110: Approach to polishing furniture (eg tables), by time spent cleaning the house, March-April 2014
- Approach to vacuuming fabrics/upholstery
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- Figure 111: Approach to vacuuming fabrics/upholstery, by gender and age, March-April 2014
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- Figure 112: Approach to vacuuming fabrics/upholstery, by household income, March-April 2014
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- Figure 113: Approach to vacuuming fabrics/upholstery, by household size, March-April 2014
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- Figure 114: Approach to vacuuming fabrics/upholstery, by race/Hispanic origin, March-April 2014
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- Figure 115: Approach to vacuuming fabrics/upholstery, by household care segments, March-April 2014
- Approach to spot cleaning fabrics/upholstery
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- Figure 116: Approach to spot cleaning fabrics/upholstery, by gender and age, March-April 2014
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- Figure 117: Approach to spot cleaning fabrics/upholstery, by household income, March-April 2014
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- Figure 118: Approach to spot cleaning fabrics/upholstery, by household size, March-April 2014
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- Figure 119: Approach to spot cleaning fabrics/upholstery, by household care segments, March-April 2014
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- Figure 120: Approach to spot cleaning fabrics/upholstery, by time spent cleaning the house, March-April 2014
- Approach to shampooing fabrics/upholstery
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- Figure 121: Approach to shampooing fabrics/upholstery, by gender and age, March-April 2014
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- Figure 122: Approach to shampooing fabrics/upholstery, by household income, March-April 2014
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- Figure 123: Approach to shampooing fabrics/upholstery, by household size, March-April 2014
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- Figure 124: Approach to shampooing fabrics/upholstery, by race/Hispanic origin, March-April 2014
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- Figure 125: Approach to shampooing fabrics/upholstery, by time spent cleaning the house, March-April 2014
- Approach to windows
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- Figure 126: Approach to windows, by household care segments, March-April 2014
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- Figure 127: Approach to windows, by household income, March-April 2014
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- Figure 128: Approach to windows, by household size, March-April 2014
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- Figure 129: Approach to windows, by race/Hispanic origin, March-April 2014
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- Figure 130: Approach to windows, by time spent cleaning the house, March-April 2014
- Cues for having cleaned enough, the kitchen
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- Figure 131: Cues for having cleaned enough, the kitchen, by gender and age, March-April 2014
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- Figure 132: Cues for having cleaned enough, the kitchen, by household income, March-April 2014
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- Figure 133: Cues for having cleaned enough, the kitchen, by household size, March-April 2014
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- Figure 134: Cues for having cleaned enough, the kitchen, by race/Hispanic origin, March-April 2014
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- Figure 135: Cues for having cleaned enough, the kitchen, by time spent cleaning the house, March-April 2014
- Cues for having cleaned enough, bathroom
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- Figure 136: Cues for having cleaned enough, bathroom, by gender and age, March-April 2014
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- Figure 137: Cues for having cleaned enough, bathroom, by household income, March-April 2014
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- Figure 138: Cues for having cleaned enough, bathroom, by household size, March-April 2014
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- Figure 139: Cues for having cleaned enough, bathroom, by race/Hispanic origin, March-April 2014
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- Figure 140: Cues for having cleaned enough, bathroom, by time spent cleaning the house, March-April 2014
- Cues for having cleaned enough, bedroom
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- Figure 141: Cues for having cleaned enough, bedroom, by gender and age, March-April 2014
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- Figure 142: Cues for having cleaned enough, bedroom, by household income, March-April 2014
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- Figure 143: Cues for having cleaned enough, bedroom, by household size, March-April 2014
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- Figure 144: Cues for having cleaned enough, bedroom, by race/Hispanic origin, March-April 2014
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- Figure 145: Cues for having cleaned enough, bedroom, by time spent cleaning the house, March-April 2014
- Cues for having cleaned enough, living room/family room
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- Figure 146: Cues for having cleaned enough, living room/family room, by gender and age, March-April 2014
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- Figure 147: Cues for having cleaned enough, living room/family room, by household income, March-April 2014
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- Figure 148: Cues for having cleaned enough, living room/family room, by household size, March-April 2014
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- Figure 149: Cues for having cleaned enough, living room/family room, by race/Hispanic origin, March-April 2014
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- Figure 150: Cues for having cleaned enough, living room/family room, by time spent cleaning the house, March-April 2014
Appendix – Trade Associations
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