UK householders attach a high importance to a clean and fresh-smelling home, both to make themselves feel satisfied but also to leave a positive impression on guests. As a result, guests coming over, or to stay, is one of the most important triggers for thorough, top-to-bottom, deep cleaning of the home, which also helps drive purchasing and usage of cleaning products.
This presents an opportunity for household care brands to link usage of their products to preparations for home entertaining or clearing up afterwards, especially the cleaning tasks considered the top priorities when guests are coming. In addition, companies might use this important trigger as a reason to extend their brands into new premium products or develop cross-category tie-ups.
This report looks at how often people entertain friends or family, what tasks they prioritise before guests come over or to stay, what products they might consider buying specially for guests, attitudes towards preparing for guests, preparations for outdoor entertaining, and triggers for deep cleaning of the home that might influence promotional campaigns.
Definition
This report looks at the implications of entertaining guests or having them to stay overnight in terms of how this might affect the household care market, and includes the following categories:
Household cleaning products
Laundry products
Dishwashing products
Household freshening
Household paper products.
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