Table of Contents
Executive Summary
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- The issues
- Cleaning is a constant
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- Figure 1: Mean time spent cleaning (#), select demographics, March 2016
- Households are getting smaller
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- Figure 2: US household size, percentage change, 2006-15
- No one has enough time
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- Figure 3: Attitudes toward keeping home cleaner, any agree, by select demographics, March 2016
- The opportunities
- Create products geared toward young men
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- Figure 4: Attitudes (any agree) and behaviors regarding housecleaning, by men aged 18-34, March 2016
- Help people save time
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- Figure 5: Housecleaning behaviors regarding time spent cleaning, select demographics, March 2016
- Think natural and eco-friendly
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- Figure 6: Attitudes (any agree) and behaviors regarding natural and environmentally friendly products, by select demographics, March 2016
- What it means
The Market – What You Need to Know
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- Wipes are cleaning up
- All-purpose cleaners, cleaning equipment lag
- Home sizes see a split
- Hispanic consumers key for growth
Market Perspective
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- Wipes, specialized cleaners experience strongest growth
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- Figure 7: Total US sales of household surface cleaners, by segment, at current prices, 2013 and 2015
- Cleaning equipment experiences flat growth
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- Figure 8: Total US sales of household cleaning equipment, by segment, at current prices, 2012 and 2014
Market Factors
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- Household sizes decline
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- Figure 9: US household size, 2006-15
- But some home sizes are growing
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- Figure 10: Median US new home size in square feet, 2005-14
- Hispanic population on the rise
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- Figure 11: Population, by race and Hispanic origin, 2015-25
Key Players – What You Need to Know
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- Wipes are working
- Sharing means caring
- Offer value – And natural ingredients
- Just for men
What’s Working?
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- Faster and better wipes
- Think natural
- Make sharing simple
What’s Struggling?
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- Losing the touch
What’s Next?
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- Making cleaning manly
- The Uber approach
- Make cleaning cool
The Consumer – What You Need to Know
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- Everyone cleans
- Younger men, older women key house cleaners
- Significant amount of time spent on cleaning
- Not everyone seems clear on what clean means
- Personal and social sharing key cleaning info sources
- Balancing cleanliness against convenience
Responsibility for Cleaning the House
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- Men are cleaning
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- Figure 12: Housecleaning responsibility, by gender and age, March 2016
- Parents bear the burden – But older kids help
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- Figure 13: Housecleaning responsibility, by age of children in the household, March 2016
- Asians most likely to share responsibility
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- Figure 14: Housecleaning responsibility, by race/Hispanic origin, March 2016
Time Spent Cleaning
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- More than four hours spent every week
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- Figure 15: Time spent cleaning, March 2016
- Younger men spend the most time cleaning
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- Figure 16: Time spent cleaning, by age and gender, March 2016
- Time spent rises with income
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- Figure 17: Time spent cleaning, by household income, March 2016
- Hispanics clean the longest
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- Figure 18: Time spent cleaning, by race and Hispanic origin, March 2016
Housecleaning Behaviors
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- Consumers stick to the products they know
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- Figure 19: Housecleaning behaviors, March 2016
- Younger consumers the most open to new products
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- Figure 20: Housecleaning behaviors, by gender and age, March 2016
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- Figure 21: Housecleaning behaviors, by gender and age, March 2016 (continued)
- Parents of young children the most engaged with cleaning
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- Figure 22: Housecleaning behaviors, by age of children in the home, March 2016
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- Figure 23: Housecleaning behaviors, by age of children in the home, March 2016 (continued)
Signals of Clean by Room Type
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- Appearances count
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- Figure 24: What it means to be clean, March 2016
- Younger men not sure what it means to be clean?
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- Figure 25: What it means to be clean, select factors, by age and gender, March 2016
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- Figure 26: What it means to be clean, select factors, by age and gender, March 2016 (continued)
- Parents need reassurance to know things are clean
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- Figure 27: What it means to be clean, select factors, by presence of children in the home, March 2016
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- Figure 28: What it means to be clean, select factors, by presence of children in the home, March 2016 (continued)
- Blacks focus on appearances
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- Figure 29: What it means to be clean, select factors, by race/Hispanic origin, March 2016
- Figure 30: What it means to be clean, select factors, by race/Hispanic origin, March 2016 (continued)
Sources of Cleaning Tips and Ideas
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- Recommendations are key
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- Figure 31: Sources of cleaning tips and ideas, March 2016
- Younger men particularly interested in online information
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- Figure 32: Sources of cleaning tips and ideas, by gender and age, March 2016
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- Figure 33: Sources of cleaning tips and ideas, by gender and age, March 2016 (continued)
- Hispanics embrace social
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- Figure 34: Sources of cleaning tips and ideas, by race and Hispanic origin, March 2016
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- Figure 35: Sources of cleaning tips and ideas, by race and Hispanic origin, March 2016 (continued)
Attitudes toward Housecleaning
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- People aspire to keep their home clean
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- Figure 36: Attitudes toward housecleaning, March 2016
- Young men actually enjoy cleaning house
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- Figure 37: Attitudes toward housecleaning, any agree, by gender and age, March 2016
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- Figure 38: Attitudes toward housecleaning, any agree, by gender and age, March 2016 (continued)
- Affluent consumers more concerned about saving time
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- Figure 39: Attitudes toward housecleaning, any agree, by household income, March 2016
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- Figure 40: Attitudes toward housecleaning, any agree, by household income, March 2016 (continued)
- Urban dwellers particularly house-proud
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- Figure 41: Attitudes toward housecleaning, any agree, by area, March 2016
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- Figure 42: Attitudes toward housecleaning, any agree, by area, March 2016 (continued)
Cluster Analysis
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- Cluster methodology
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- Figure 43: Housecleaning clusters, March 2016
- Cluster 1: Basic Cleaners
- Characteristics
- Opportunity
- Cluster 2: Convenience Cleaners
- Characteristics
- Opportunity
- Cluster 3: Natural Cleaners
- Characteristics
- Opportunity
- Cluster 4: Appearance Cleaners
- Characteristics
- Opportunity
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- Figure 44: Housecleaning responsibility, by target groups, March 2016
- Figure 45: Time spent cleaning, by target groups, March 2016
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- Figure 46: Housecleaning behaviors, by target groups, March 2016
- Figure 47: Housecleaning behaviors, by target groups, March 2016 (continued)
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- Figure 48: Sources of cleaning tips and ideas, by target groups, March 2016
- Figure 49: Sources of cleaning tips and ideas, by target groups, March 2016 (continued)
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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