Table of Contents
Executive Summary
-
- Keeping the house clean becomes a common need
-
- Figure 1: Cleaning routine, by household composition, Dec 2015
- Cleaning hard-to-reach places is the biggest problem
-
- Figure 2: Most annoying cleaning problems, December 2015
- Natural cleaning products have gained popularity
-
- Figure 3: Perceptions for different cleansing ingredients, Dec 2015
- Robotic household cleaning electronic appliances to appeal to ‘Quality cleaners’ and ‘Convenience seekers’
-
- Figure 4: Consumer segmentation based on their attitudes towards cleaning the house, December 2015
- Figure 5: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
- Professional household cleaning services to target ‘Convenience seekers’
-
- Figure 6: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
- What we think
Issues and Insights
-
- Drive the usage of household cleaning products
- The facts
- The implications
- Regular cleaning services are yet to take off
- The facts
- The implications
-
- Figure 7: Example of different regular cleaning service package offerings, 2015
- Future of electronic cleaning tools
- The facts
- The implications
- Market opportunity for cleaning products featuring novel packaging solutions
- The facts
- The implications
-
- Figure 8: Example of cleaning products coming with functional applicators, 2014-15, Global
-
- Figure 9: Example of cleaning products featuring automatic dose-control functions, 2014-15, Global
Overview of Trends in Cleaning the House
-
- Cleaning standards rise alongside urbanisation
- People start look for more than just ‘spotless’
-
- Figure 10: Retail value sales of household cleaning products and laundry detergent products, RMB Million, China, 2011-15
- Increasing health consciousness drives demand for natural cleaning products
- Extra hands are needed as life gets busier
-
- Figure 11: Activity level of the trend “Life Hacking”, global, 2015
The Consumer – What You Need to Know
-
- More people start to use professional household cleaning services
- Natural cleaning products and robotic cleaning tools are leading trends
- Household cleaning products face cross-category competition from other types of detergents
- Gleditsia sinensis is the preferred natural cleansing ingredient
- Cleaning hard-to-reach places are most annoying
- Targeting ‘Quality cleaners’ and ‘Convenience seekers’
Who Does the Cleaning?
-
- Both men and women do cleaning jobs
-
- Figure 12: Cleaning responsibility, by demographics, Dec 2015
- Households using regular cleaning services are increasing
- Regular cleaning service appeals to busy consumers
-
- Figure 13: % who hire someone to clean the house, by age and city, Dec 2015
- Better educated consumers are more likely to use regular cleaning services
-
- Figure 14: % who hire someone to clean the house, by education, Dec 2015
Cleaning Habits
-
- Consumers do both regular and spot cleaning to keep their house tidy
-
- Figure 15: Cleaning routine, by household composition, Dec 2015
- Households with child(ren) and pets do more spot cleans
-
- Figure 16: % who clean immediately when they notice an untidy area, by household composition, Dec 2015
- Increasing popularity of robotic cleaners and lapsed usage of vacuum cleaners
-
- Figure 17: Electronic cleaning tool usage, by demographics, Dec 2015
- Disposable cleaning tools appeal to a small group
-
- Figure 18: disposable cleaning tools preference, by demographics, Dec 2015
- Natural cleaning products get popular while imported ones remain niche
-
- Figure 19: natural and imported cleaner usage, by demographics, Dec 2015
- Adhoc cleaning services gained more users than regular cleaning service
-
- Figure 20: Door-to-door cleaning service usage, by demographics, December 2015
Usage of Different Types of Detergents
-
- Consumers are more likely to use household cleaning products in the kitchen and the bathroom
-
- Figure 21: Household cleaner usage in different parts of the house, Dec 2015
- Household cleaning products face competition from dishwashing detergents and soap
-
- Figure 22: Cleaning products used to clean different parts of the house, Dec 2015
- Strong disinfecting need when cleaning the bathroom
-
- Figure 23: Disinfectant usage in different parts of the house, December 2015
-
- Figure 24: New household cleaning products with an anti-bacterial claim, by subcategories, 2015
Annoying Cleaning Problems
-
- Hard-to-reach places are most annoying
-
- Figure 25: Most annoying cleaning problems, December 2015
- Consumers looking for better odour-neutralising products
-
- Figure 26: Example of cleaning products specialising in odour-neutralising, 2014
-
- Figure 27: Example of household care products targeting households with pets, Global market, 2014-15
- Females are concerned about cleaning products being irritating to skin
-
- Figure 28: % of consumers who find it annoying that cleaning products irritate hand/the skin, by gender, December 2015
- Professional cleaning services users are annoyed by the complicated and dirty cleaning tasks
-
- Figure 29: Most annoying cleaning problems, by professional cleaning service usage, December 2015
- Imported cleaner users find irritants and cleaner residues annoying
-
- Figure 30: Most annoying cleaning problems, by product usage, December 2015
Perceptions for Different Cleansing Ingredients
-
- Gleditsia sinensis is perceived as the most effective natural cleansing ingredient
-
- Figure 31: Perceptions for different cleansing ingredients, Dec 2015
-
- Figure 32: Example of cleansing products featuring gleditsia sinensis, China, 2015
- Gleditsia sinensis and natural soda appeal to the high income consumers as effective cleaning ingredients
-
- Figure 33: Effectiveness perceptions for selected cleansing ingredients, by household income, Dec 2015
- Figure 34: Example of household cleansing products featuring natural soda, Taiwan, 2015
- Consumers living in the South trust in the disinfecting benefits from natural soda
-
- Figure 35: Disinfecting perceptions for different cleansing ingredients, by region, Dec 2015
Attitude towards Cleaning the House
-
- Four types of consumers
-
- Figure 36: Consumer segmentation based on their attitudes towards cleaning the house, December 2015
- Brands should prioritise marketing to the ‘Quality cleaners’ and the ‘Convenience seekers’
-
- Figure 37: Consumer segmentation, by demographics, December 2015
-
- Figure 38: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
- High-end cleaning products and innovative cleaning tools to appeal to ‘Quality cleaners’
-
- Figure 39: Consumer attitudes towards cleaning the house (% of “agree strongly”) and cleaner usage habits (% of have ever done), by consumer segmentation, December 2015
- ‘Convenience seekers’ are willing to pay for professional cleaning services
-
- Figure 40: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
- Routine cleaners are yet to be traded up
-
- Figure 41: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
-
- Figure 42: Most annoying cleaning problems, by consumer segmentation, December 2015
Meet the Mintropolitans
-
- Mintropolitans are more likely to have house cleaning responsibilities
-
- Figure 43: Cleaning responsibility, by demographics, Dec 2015
- Mintropolitans are early adopters in using digital cleaning devices, premium cleaning products and professional cleaning services
-
- Figure 44: Cleaning habits, by consumer segmentation, Dec 2015
- Mintropolitans appreciate natural cleansing ingredient
-
- Figure 45: Perceptions for different cleansing ingredients, by consumer segmentation, Dec 2015
Appendix – Methodology and Abbreviations
-
- Methodology
- Why Mintropolitans?
- Who are they?
-
- Figure 46: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
- Figure 47: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
- Abbreviations
Back to top