Families with dependent children are the most important group to target for household cleaning brands as they tend to be larger households and, due to the presence of children, have more cleaning to do. They are therefore more likely to use up cleaning products quickly, so are more frequent shoppers for these products. Their busy lifestyles also give convenient solutions added appeal.
Added to this, parents, especially those with younger children, have more concerns relating to health and hygiene issues and need to be reassured that the products they are using are the best for safeguarding the health of them and their family. This means companies face a challenge in striking a balance between offering powerful and effective cleaners and products that are family-friendly.
This report looks at how frequently different cleaning tasks take place in families, who takes responsibility for various cleaning jobs, which cleaning tasks families dislike doing the most, attitudes towards health and hygiene in the family home and shopping behaviour. It also compares responses between families and other groups to highlight key differences in behaviour and attitudes.
Definition
The report refers to resident parents. These are all parents who live with their biological, adopted or stepchildren aged 0-18.
All aspects of cleaning within the family home are covered, including:
the bathroom
the kitchen
the oven
vacuuming floors
mopping floors
sweeping floors
dusting items/furniture
polishing furniture
carpets/upholstery
windows.
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