“The continued blurring of gender stereotypes in society may be slow to manifest when it comes to family responsibilities, but coming years will see more of a balance between cleaning tasks conducted by mothers and by fathers. When it comes to keeping homes clean and hygienic, families still focus on the removal of ‘germs’, but this doesn’t tell the whole story. Rising concern about the chemicals in cleaning products ...
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Overview
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
Issues and Insights
Market
Market
Mintel provides a range of market information across categories including: forecasting and share information; internal and broader market environment information; and the issues that affect the market in question.
The Market – What You Need to Know
Market Drivers
Consumer
Consumer
Mintel conducts exclusive and original consumer research for reports, bringing up-to-date and unique insight to topical issues. This research examines the impact of social, economic, cultural and psychological influences on consumers.
The Consumer – What You Need to Know
Cleaning Responsibility
Cleaning Frequency and Duration
Purchase Factors
Behaviours around Cleaning
Attitudes towards Germs
Data
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, Abbreviations and Supporting Information
31st March 2019
“While scrubbing the floors might not have the glamour of the beauty or fashion industries, the household cleaning category’s leading influencer now has the power to genuinely affect sales of cleaning products. Her own brand could see her turn into a major disruptor in a low-growth category.” 
28th February 2019
“The focus on air quality has moved indoors, and now scientific research is proving that cooking is a substantial contributor to indoor pollution. Brands could move to capitalise on a rise in awareness of kitchen air quality as people seek to alleviate the potential dangers.”
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Balancing household responsibilities
