Table of Contents
Overview
-
- What you need to know
- Products covered in this report
Executive Summary
-
- Average household becoming smaller
-
- Figure 1: UK households, by size, 2011-21
- A fall in the amount of time spent cleaning
-
- Figure 2: Average time spent cleaning indoors in hours and minutes per week, by parental status, May 2016
- Older groups most likely to spend longer maintaining outdoor space
-
- Figure 3: Average time spent maintaining outside space in hours and minutes per week, by age, May 2016
- Cleaning is mostly unplanned
-
- Figure 4: Unplanned cleaning vs scheduled cleaning, May 2016
- Multipurpose favoured over specialised products
-
- Figure 5: Multipurpose cleaners vs specialised cleaners, May 2016
- A balance between speed and thoroughness
-
- Figure 6: A thorough clean vs speedy cleaning, May 2016
- Oven cleaning least enjoyed task
-
- Figure 7: Least enjoyed cleaning tasks in and around the home, May 2016
- Pride in home and preserving healthiness two drivers of cleaning
-
- Figure 8: Attitudes towards cleaning the home, May 2016
- What we think
Issues and Insights
-
- Overturning the image of cleaning as a chore
- The facts
- The implications
- Adding technology to the cleaning process
- The facts
- The implications
- Engaging younger groups with outside space
- The facts
- The implications
The Market – What You Need to Know
-
- Number of families with young children looks set to decline
- Average household size falls
- Uncertainty after the EU referendum
- Rise in multipurpose products
- Urbanisation has knock-on effects for outside space
Market Drivers
-
- Number of families with young children likely to decline…
-
- Figure 9: Trends in the age structure of the UK population, 2011-21
- ...whilst seniors increase in number
- Household size falling
-
- Figure 10: UK households, by size, 2011-21
- A period of economic uncertainty
-
- Figure 11: Trends in how respondents would describe their financial situation, February 2009-July 2016
- Exit from EU has knock-on effect on product regulations
- Shift towards multipurpose products
- A need to increase renter pride in their home
-
- Figure 12: Proportion of dwelling stock by tenure, 2003-14
- Urbanisation likely to limit presence and size of outdoor spaces
- Home is where the heart is
-
- Figure 13: Agreement with attitudes regarding time at home, November 2015
- Benefits of gardening
-
- Figure 14: Agreement with attitudes towards the garden or outdoor space, April 2016
The Consumer – What You Need to Know
-
- Household income a main influencer on size of home
- Majority of people take some responsibility for cleaning
- Time spent cleaning indoors drops from 2014
- Less time spent maintaining outdoor space
- Consumers are time-pressed
- Cleaning the oven is least enjoyed
- Emotional benefits from cleaning, but it is still seen as a chore
Structure of the Home
-
- Vast majority have some kind of outdoor space
-
- Figure 15: Presence of outdoor space, May 2016
- Location and income have strong influence on amount of outdoor space
-
- Figure 16: Repertoire of outdoor spaces, May 2016
- A quarter have an open plan kitchen
-
- Figure 17: Type of kitchen in the home, May 2016
- Less than half have a separate dining area
-
- Figure 18: Presence of separate dining room in the home, by household income, May 2016
- Three-bedroom properties most common
-
- Figure 19: Number of rooms in the home, May 2016
Responsibility for Cleaning and Maintaining the Home
-
- Vast majority take part in cleaning the home
-
- Figure 20: Responsibility for cleaning indoors, by gender, May 2016
- Nine out of 10 responsible for outdoor spaces
-
- Figure 21: Responsibility for maintaining outdoor space, May 2016
Time Spent Cleaning Indoors
-
- A gender imbalance
-
- Figure 22: Average time spent cleaning indoors in hours and minutes per week, by gender, May 2016
- Parents spend far longer cleaning
-
- Figure 23: Average time spent cleaning indoors in hours and minutes per week, by household size and parental status, May 2016
- Average time spent cleaning falls since 2014
-
- Figure 24: Average time spent cleaning indoors in hours and minutes per week, by multipurpose cleaners vs specialised cleaners, May 2016
Time Spent Maintaining Outdoor Space
-
- Age is a major differentiator on maintaining outdoor space
-
- Figure 25: Average time spent maintaining outdoor space in hours and minutes per week, by age, May 2016
- Area of the country also has an impact
-
- Figure 26: Average time spent maintaining outdoor space in hours and minutes per week, by area, May 2016
- Larger number of outdoor spaces drives up average
-
- Figure 27: Time spent maintaining outdoor space in hours and minutes per week, by repertoire of outdoor space, May 2016
Cleaning Behaviours
-
- Cleaning not generally pre-planned
-
- Figure 28: Unplanned cleaning vs scheduled cleaning, May 2016
- Most do cleaning in different stages
-
- Figure 29: Cleaning a little at a time vs cleaning in one session, May 2016
- A quarter only clean based on visual cues
-
- Figure 30: Reactive cleaning vs proactive cleaning, May 2016
- Multipurpose favoured over specialised products
-
- Figure 31: Multipurpose cleaners vs specialised cleaners, May 2016
- A balance between time spent cleaning and results
-
- Figure 32: A thorough clean vs speedy cleaning, May 2016
- Many children do their bit
-
- Figure 33: Children’s involvement in cleaning, May 2016
Cleaning Tasks Least Enjoyed
-
- Cleaning the oven is least enjoyed task
-
- Figure 34: Least enjoyed cleaning tasks in and around the home, May 2016
- Brands could look to increase convenience
Attitudes towards Cleaning the Home
-
- Pride and healthiness are drivers of cleaning
-
- Figure 35: Attitudes towards cleaning the home, May 2016
- Few people actively enjoy cleaning
-
- Figure 36: New Cillit Bang advertising campaign, July 2016
- Brand and price not necessarily indicators of product quality
- Environment continues to be a noted issue
Target Groups
-
-
- Figure 37: Target groups, May 2016
-
- Figure 38: Average time spent cleaning indoors in hours and minutes per week, by target group, May 2016
- Price Conscious Cleaners
-
- Figure 39: Attitudes towards cleaning the home, by target groups, May 2016
- Disengaged Cleaners
-
- Figure 40: A thorough clean vs speedy cleaning, by target groups, May 2016
- Constant Cleaners
-
- Figure 41: Reactive cleaning vs proactive cleaning, by target groups, May 2016
- Indiscriminate Cleaners
-
- Figure 42: Attitudes towards cleaning the home, by target groups, May 2016
-
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
Appendix – The Consumer
-
-
- Figure 43: Launches in the hard surface cleaning category, % share by sub-category, January 2015-June 2016
-
- Figure 44: Leading claims in household hard surface cleaning launches*, by top claims in 2015, January 2015-June 2016
-
Back to top