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Cleaning the House - US - June 2016
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 2016
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 Perspective
Market Factors

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Cleaning the House - US - June 2016
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
Housecleaning Behaviors
Signals of Clean by Room Type
Sources of Cleaning Tips and Ideas
Attitudes toward Housecleaning
Cluster Analysis

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Cleaning the House - US - June 2016
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 2016
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

Cleaning the house may not be something everyone looks forward to, but it remains an essential regular task, with consumers spending an average of more than four and a half hours on housecleaning every week. Understanding consumer attitudes and behaviors regarding cleaning the house is essential for companies marketing products and services in this important sector.

Definition

This Report 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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