Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- Market factors
- Growth in population of 15-34-year-olds
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- Figure 1: Trends in size of population of young adults (15-34-year-olds), 2009-19
- Importance of presence of children and pets
- The consumer
- Young people in range of living situations
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- Figure 2: Current living situation of young adults (16-34-year-olds), July 2014
- Those living with parents mostly clean their own bedrooms
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- Figure 3: Proportion of young adults living with parents who are mostly responsible for different household chores, by age, July 2014
- Internet big source of advice on household care matters
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- Figure 4: Where young adults go for advice on household chores, July 2014
- Young adults focus strongly on price
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- Figure 5: Factors influencing brand choice in household cleaning products, July 2014
- Toilets and kitchen worktops the top cleaning priorities
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- Figure 6: Most important cleaning tasks to do regularly, July 2014
- Young people attach high importance to a clean home
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- Figure 7: Attitudes towards the home and household cleaning, any agree, July 2014
- What we think
Issues and Insights
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- The impact of delayed adulthood on the household cleaning market
- The facts
- The implications
- Using advice on household cleaning to increase brand loyalty
- The facts
- The implications
- Themes relating to brand choice most likely to engage young people
- The facts
- The implications
- Focusing on young adults’ cleaning priorities to help increase sales
- The facts
- The implications
- Using attitudes towards cleaning to drive product development
- The facts
- The implications
Trend Application
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- Trend: Return to the Experts
- Trend: FSTR HYPR
- Trend: Help Me Help Myself
Market Drivers
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- Key points
- Growth in 25-34-year-olds good for cleaning brands
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- Figure 8: Trends in the age structure of the UK population, 2009-19
- Young adults more likely to live in larger households
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- Figure 9: Household size for young adults aged16-34-years-old, July 2014
- Majority of young adults in employment
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- Figure 10: Population of young adults (16-34-year-olds), by working status, July 2014
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- Figure 11: Working status of mothers and fathers aged 16-34-years-old, July 2014
- Presence of children increases focus on hygiene
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- Figure 12: Proportion of young adults (16-34-year-olds) with children of different ages, July 2014
- Pets present in the majority of homes
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- Figure 13: Ownership of pets by young adults (16-34-year-olds), by presence of own children, July 2014
- Figure 14: Ownership of pets by young adults (16-34-year-olds), by current living situation, July 2014
The Consumer – Current Living Situation
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- Key points
- Young adults in a range of different living situations
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- Figure 15: Current living situation of young adults (16-34-year-olds), July 2014
- Age the key determinant of current living situation
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- Figure 16: Current living situation of young adults (16-34-year-olds), by age and gender, July 2014
- Living with parents while saving for a home
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- Figure 17: Current living situation of young adults (16-34-year-olds), by working status, July 2014
The Consumer – Cleaning Responsibilities
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- Key points
- Majority of adults living with parents do some household chores
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- Figure 18: Responsibility for doing household chores in parental home, July 2014
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- Figure 19: Proportion of young adults living with parents who are mostly responsible for different household chores, by age, July 2014
- Contribution to household chores increases with independence
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- Figure 20: Responsibility for doing household chores in house/flat, July 2014
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- Figure 21: Proportion of young adults living away from parents who are mostly responsible for different household chores, by gender, July 2014
The Consumer – Advice on Household Chores
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- Key points
- Internet major source for advice on household care
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- Figure 22: Where young adults go for advice on household chores, July 2014
- Human element still important to people
The Consumer – Factors Influencing Brand Choice
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- Key points
- Young people strongly influenced by price
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- Figure 23: Factors influencing brand choice in household cleaning products, July 2014
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- Figure 24: Importance of price and promotions/special offers in influencing choice of brand in household cleaning products, by current living situation, July 2014
- Brands have an advantage over own-label products
- Killing germs in an easy-to-use format is important
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- Figure 25: Importance of easy-to-use format and scent/fragrance in influencing choice of brand in household cleaning products, by age and gender, July 2014
The Consumer – Household Cleaning Priorities
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- Key points
- Cleaning the toilet and kitchen worktops most important
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- Figure 26: Most important cleaning tasks to do regularly, July 2014
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- Figure 27: Top three most important cleaning tasks to do regularly, by age and gender, July 2014
- Bathroom cleaning a higher priority in larger households
- Bin cleaning important for good home hygiene
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- Figure 28: Importance of sweeping and mopping floors, by ownership of pets, July 2014
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- Figure 29: Most important cleaning tasks to do regularly, July 2014
The Consumer – Attitudes towards Cleaning
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- Key points
- Young people put a big emphasis on killing germs
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- Figure 30: Attitudes towards the home and household cleaning, July 2014
- Freshness an indication of cleanliness
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- Figure 31: Attitudes towards a clean and tidy home, by current living situation, July 2014
- Lack of time and space causing difficulties
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- Figure 32: Time and space constraints when cleaning the home, by age and gender, July 2014
The Consumer – Target Groups
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- Key points
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- Figure 33: Target groups for young adults cleaning the house, July 2014
- Fresh and Clean (25%)
- Seeking advice, influences on brand choice and cleaning priorities
- Demographic characteristics
- House Proud (21%)
- Seeking advice, influences on brand choice and cleaning priorities
- Demographic characteristics
- Lacking Time and Space (27%)
- Seeking advice, influences on brand choice and cleaning priorities
- Demographic characteristics
- Apathetic (27%)
- Seeking advice, influences on brand choice and cleaning priorities
- Demographic characteristics
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