Table of Contents
Executive Summary
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- Market drivers
- Projected growth in number of households
- Spotlight on kitchens
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- Figure 1: Arrangement of eating areas and kitchens, July 2013 and June 2014
- The consumer
- Vast majority of people do some home entertaining
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- Figure 2: Incidence of different forms of entertaining at home, August 2014
- Cleaning the toilet the top priority
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- Figure 3: Tasks prioritised when preparing for the visit of guests (top five), August 2014
- Guests trigger extra cleaning of the home
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- Figure 4: Attitudes towards preparing for guests, August 2014
- Improving home ambience through freshening rooms
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- Figure 5: Interest in buying products specifically because guests are coming to stay, August 2014
- Outdoor space important for summer entertaining
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- Figure 6: Incidence of outdoor space and use for entertaining guests among those entertaining at home, August 2014
- Opportunity for outdoor cleaning products
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- Figure 7: Outdoor space and preparing it for entertaining guests, August 2014
- Seasonal bursts of cleaning activity
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- Figure 8: Triggers or times of year for deep cleaning of the home, August 2014
- What we think
Issues and Insights
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- Influence of home entertaining on sales of household care products
- The facts
- The implications
- Adding value through linking products to the overnight stay of guests
- The facts
- The implications
- Timing of campaigns for promoting deep cleaning of the home
- The facts
- The implications
Trend Application
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- Trend: Prepare for the Worst
- Trend: Sense of the Intense
- Trend: Help Me Help Myself
Market Drivers
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- Key points
- Number of households increasing
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- Figure 9: UK households, by size, 2009-19
- Growth in older Millennials important for home entertaining
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- Figure 10: Trends in the age structure of the UK population, 2009-19
- Kitchen dining and open-plan living put spotlight on kitchen
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- Figure 11: Arrangement of eating areas and kitchens, July 2013 and June 2014
- Pressure on bathroom space makes them a cleaning priority
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- Figure 12: Bathrooms, shower rooms, wet rooms or cloakrooms at home, 2012-14
- Three-bedroom homes most common but growing trend to smaller properties
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- Figure 13: Number of bedrooms in homes, in England and Wales, 2013
- Strong interest in home entertaining
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- Figure 14: Agreement with statements on eating/drinking occasions in the home, December 2011
The Consumer – Frequency of Entertaining at Home
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- Key points
- Majority of people do at least some entertaining
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- Figure 15: Frequency of different forms of entertaining at home, August 2014
- Sit-down meals with guests an infrequent affair
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- Figure 16: Incidence of home entertaining more than once a month with an informal meal and drinks or a sit-down meal, by age, August 2014
- Overnight stays most likely to be once a month or less often
The Consumer – Tasks Prioritised When Preparing for the Visit of Guests
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- Key points
- Cleaning toilets and vacuuming considered most important
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- Figure 17: Tasks prioritised when preparing for the visit of guests (top five), August 2014
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- Figure 18: Tasks prioritised when preparing for the visit of guests, by ranking, August 2014
- Other tasks a lower priority
The Consumer – Attitudes towards Preparing for Guests
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- Key points
- Extra cleaning effort goes into preparing for guests
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- Figure 19: Attitudes towards preparing for guests, August 2014
- Leaving a positive impression on guests is important
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- Figure 20: Importance attached to look and smell of home, by age and socio-economic group, August 2014
- Avoiding unexpected guests seeing the house in a mess
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- Figure 21: Fear of unexpected guests seeing home in a mess and proportion of people describing themselves as house proud, by gender and age, August 2014
- Lived-in rather than show home look
The Consumer – Interest in Buying Products for Overnight Guests
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- Key points
- Interest in products for creating a fresh-smelling home
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- Figure 22: Interest in buying products specifically because guests are coming to stay, August 2014
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- Figure 23: Products people would consider buying if guests were coming to stay – Toilet fresheners and air fresheners, by age, August 2014
- Scented candles a way of creating a good ambience
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- Figure 24: Products people would consider buying if guests were coming to stay – Scented candles and carpet/upholstery freshener, by gender and age, August 2014
- Premium household paper products for guests
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- Figure 25: Products people would consider buying if guests were coming to stay – Boxes of tissues for the guest bedroom and paper napkins for the dining table, by age and socio-economic group, August 2014
- Personal care products to add luxury to a guest’s stay
The Consumer – Outdoor Space and Entertaining Guests
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- Key points
- Half of home entertainers use outdoor space for guests
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- Figure 26: Incidence of outdoor space and use for entertaining guests among those entertaining at home, August 2014
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- Figure 27: Proportion of people with outdoor space that they use for entertaining guests, by socio-economic group and size of household, August 2014
- Outdoor space popular for summer entertaining
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- Figure 28: Outdoor space and preparing it for entertaining guests, August 2014
- Tidying up outdoor areas before entertaining guests
- Spring cleaning of the garden and outdoor areas
- Barbecues an important part of outdoor entertaining
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- Figure 29: Proportion of people often doing a barbecue when entertaining guests at home in the spring/summer and agreeing cleaning the barbecue is one of the hardest cleaning jobs, by age, August 2014
The Consumer – Triggers or Times of Year for Deep Cleaning of the Home
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- Key points
- Bursts of deep cleaning throughout the year
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- Figure 30: Triggers or times of year for deep cleaning of the home, August 2014
- Christmas and other festive celebrations trigger cleaning
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- Figure 31: Seasonal deep cleaning activity, by gender and age, August 2014
- Parties and moving home also bring cleaning bursts
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- Figure 32: Parties and moving home/landlord inspections as triggers for deep cleaning, by gender and age, August 2014
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