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Cleaning the House - US - June 2015
Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Overview
Executive Summary

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Cleaning the House - US - June 2015
Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

The Market – What You Need to Know
Market Factors
Market Perspective

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Cleaning the House - US - June 2015
Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

The Consumer – What You Need to Know
Responsibility for Cleaning the House
Time Spent Cleaning the House
Overall Approach to Cleaning the House
Approach to Specific Housecleaning Tasks
Interest in New Cleaning Products
Attitudes toward Household Care

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Cleaning the House - US - June 2015
Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Key Players – What You Need to Know
What’s Working?
What’s Struggling?
What’s Next?

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Cleaning the House - US - June 2015
Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix – Data Sources and Abbreviations
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What you need to know

While Americans’ lives may be busier than ever, they continue to carve out time for housecleaning, reflecting the importance they place on keeping their homes clean. Adults who personally do any housecleaning on average report spending four hours and 21 minutes cleaning the house in a typical week, confirming an ongoing opportunity for household cleaning products that help save time and effort.

Definition

This report builds on the analysis presented in Mintel’s Cleaning the House – US, June 2014 and June 2013. It examines consumer attitudes and behaviors toward housecleaning, including the amount of time people spend doing housecleaning, their approach to housecleaning overall as well as to individual cleaning tasks, and their preferences in cleaning product attributes and benefits. The following cleaning tasks are covered:

  • Cleaning the kitchen (ie countertop, stovetop, tiles)

  • Cleaning the oven

  • Vacuuming the floors

  • Mopping/sweeping floors

  • Polishing/dusting items

  • Cleaning the bathroom (ie bath, sinks, tiles)

  • Toilet cleaning

  • Window cleaning

  • Cleaning upholstery/fabrics

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