Table of Contents
Executive Summary
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- Market drivers
- Nearly 8 million families with dependent children
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- Figure 1: Breakdown of families (parents of under-18s) who do cleaning tasks, by age, October 2014
- The consumer
- Kitchen surfaces cleaned most frequently
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- Figure 2: Doing cleaning tasks more than once week – Families vs. other groups, October 2014
- Room for more sharing of cleaning responsibilities in families
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- Figure 3: Responsibility for different cleaning tasks in families, October 2014
- Ovens and toilets the worst cleaning jobs
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- Figure 4: Most disliked cleaning tasks – Families vs. other groups, October 2014
- Families more concerned about health and hygiene issues
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- Figure 5: Any concern with issues relating to health and hygiene in cleaning – Families vs. other groups, October 2014
- Tesco and Asda appeal more to families
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- Figure 6: Source of purchase for household cleaning products – Families vs. other groups, October 2014
- Branded cleaning products the main choice for families
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- Figure 7: Choice between branded and own-brand cleaning products by families, October 2014
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- Figure 8: What people look out for when shopping for cleaning products – Families vs. other groups, October 2014
- What we think
Issues and Insights
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- Making the most disliked cleaning tasks less of a chore
- The facts
- The implications
- Product categories that should increase their focus on families
- The facts
- The implications
- Implications of health and hygiene concerns for the market
- The facts
- The implications
Trend Application
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- Trend: Creature Comfort
- Trend: Totophobia
- Trend: Life Hacking
Market Drivers
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- Key points
- Dip in live births follows 10-year increase
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- Figure 9: Number of live births in UK, 2000-13
- 25-34-year-olds a key group to target
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- Figure 10: Breakdown of families (parents of under-18s) who do cleaning tasks, by age, October 2014
- Figure 11: Trends in the age structure of the UK population, 2009-19
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- Figure 12: Families with dependent children, by number of dependent children in the family, 2003 and 2013
- Six in 10 families contain married couples
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- Figure 13: Families in the UK with dependent children, by family type, 2003 and 2013
- Pets an important part of modern families
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- Figure 14: Pet ownership by families (parents with under-18s), October 2014
- Most families OK financially but not a lot of money to spare
Brand Research
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- Brand map
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- Figure 15: Attitudes towards and usage of brands in the household cleaning sector, November 2014
- Correspondence analysis
- Brand attitudes
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- Figure 16: Attitudes, by household cleaning brand, November 2014
- Brand personality
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- Figure 17: Household cleaning brand personality – Macro image, November 2014
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- Figure 18: Household cleaning brand personality – Micro image, November 2014
- Brand experience
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- Figure 19: Household cleaning brand usage, November 2014
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- Figure 20: Satisfaction with various household cleaning brands, November 2014
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- Figure 21: Consideration of household cleaning brands, November 2014
- Brand recommendation
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- Figure 22: Recommendation of selected household cleaning brands, November 2014
The Consumer – Frequency of Doing Different Cleaning Tasks
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- Key points
- Kitchen surfaces cleaned most frequently
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- Figure 23: Frequency of doing different cleaning tasks in families, October 2014
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- Figure 24: Doing cleaning tasks more than once week – Families vs. other groups, October 2014
- Families an important target market for floor care brands
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- Figure 25: Vacuuming the floors or mopping floors once a day or more – All vs. owners of dogs and cats, October 2014
- Room to encourage more daily bathroom cleaning
- Polishing/dusting more frequent in families
The Consumer – Responsibility for Different Cleaning Tasks
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- Key points
- Gender imbalance in cleaning family homes
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- Figure 26: Responsibility for different cleaning tasks in families, October 2014
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- Figure 27: Responsibility for different cleaning tasks in families, by gender, October 2014
The Consumer – Most Disliked Cleaning Tasks
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- Key points
- Cleaning the oven the worst cleaning job
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- Figure 28: Most disliked cleaning tasks in families, October 2014
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- Figure 29: Most disliked cleaning tasks – Families vs. other groups, October 2014
- Cleaning windows another neglected task
The Consumer – Health and Hygiene Aspects of Family Cleaning
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- Key points
- Mixture of health and hygiene concerns
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- Figure 30: Levels of concern with issues relating to health and hygiene in cleaning, October 2014
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- Figure 31: Any concern with issues relating to health and hygiene in cleaning – Families vs. other groups, October 2014
- Air quality and allergies of concern to families
- Germs a big concern for families
The Consumer – Where Families Shop for Cleaning Products
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- Key points
- Tesco has big lead in cleaning products
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- Figure 32: Source of purchase for household cleaning products, October 2014
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- Figure 33: Source of purchase for household cleaning products – Families vs. other groups, October 2014
- Shopping around for cleaning products
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- Figure 34: Cross-analysis of stores used by families for buying cleaning products, October 2014
- Four in 10 families use one store for buying cleaning products
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- Figure 35: Number of different stores used by families for buying cleaning products, October 2014
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- Figure 36: Stores where household cleaning products are bought from, by repertoire of stores where household cleaning products are bought from, October 2014
The Consumer – Buying Behaviour
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- Key points
- Branded cleaning product important to families
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- Figure 37: Choice between branded and own-brand cleaning products by families, October 2014
- Families look for special offers to save money
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- Figure 38: What families look out for when shopping for cleaning products, October 2014
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- Figure 39: What people look out for when shopping for cleaning products – Families vs. other groups, October 2014
- Child-safe and pet-friendly cleaning products
- Eco-friendly products and budget own-brands
- Special offers most important to shoppers at all retailers
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- Figure 40: What families look out for when shopping for cleaning products, by retailers shopped for household cleaning products, October 2014
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