Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Routine leads motivations for cleaning, but reduces trial
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- Figure 1: Routine as cleaning motivator, by age, May 2017
- Basic Cleaners represent substantial challenge
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- Figure 2: Basic cleaners compared to other cleaning the house clusters, May 2017
- Young housecleaners scrutinize ingredients in products
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- Figure 3: Attitudes toward cleaning ingredients – any agree (net), by age, May 2017
- The opportunities
- Convenient, time-saving features drive growth
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- Figure 4: Attitudes toward labor and time-saving innovations – any agree (net), by age, May 2017
- Triggers for cleanliness amplified among category newcomers
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- Figure 5: Triggers for cleanliness, by age, May 2017
- Shifting attitudes toward cleaning reveal openness to probiotics
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- Figure 6: Attitudes toward bacteria and probiotic cleaners – any agree (net), by age, May 2017
- What it means
The Market – What You Need to Know
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- Convenience drives growth in a functional category
- Changes in the household simplify cleaning
- Decline in household size and homeownership could impact sales
- Aging population poses challenges for category players
- Housecleaning segmentation reveals key consumer groups
Market Perspective
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- Overview of household care market
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- Figure 7: Share of total US retail sales of household cleaning products, by segment, at current prices, 2016
- Convenience drives growth in household care market
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- Figure 8: Total US sales of cleaning tools, all-purpose cleaners, and cleaning cloths, at current prices, 2014 and 2016
- Changes in the household simplify cleaning
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- Figure 9: any hard surface (net) and wall-to-wall carpeting recently purchased and planning to buy, December 2016
Market Factors
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- Decline of larger households challenges category growth
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- Figure 10: US household size, by number of members, 2010-16
- Decline in homeownership could impact category spending
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- Figure 11: National homeownership rate, 2010-16
- Aging population poses challenges for category
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- Figure 12: Population aged 18 or older, by age, 2017-22
Housecleaning Segments
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- Housecleaners exhibit a variety of attitudes toward the chore
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- Figure 13: Housecleaning clusters, May 2017
- Time Savers reflect opportunities for category innovation
- Characteristics
- Opportunities
- Practical Cleaners embody functional housecleaners
- Characteristics
- Opportunities
- Safety Seekers highlight need for transparency
- Characteristics
- Opportunities
- Basic Cleaners represent challenge for brands
- Characteristics
- Opportunities
Key Players – What You Need to Know
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- Convenient formats and improved handling drive sales growth
- Brands answer demand for transparency and eco-friendly options
- Labor-intensive and specialized cleaners lose market share
- Products that extend time between cleans may disrupt category
What’s In?
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- Convenient formats drive category sales
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- Figure 14: Walmart spring-cleaning email campaign, March 2017
- Refillables keep allergies at bay and reduce the spread of germs
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- Figure 15: CVS email highlighting Swiffer products to target spring allergy sufferers, May 2017
- Improved handling makes cleaning a breeze
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- Figure 16: Bed Bath and Beyond spring-cleaning email campaign featuring ergonomic products, March 2017
- Brands answer demand for transparency and eco-friendly options
What’s Out?
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- Labor-intensive and specialized products lag behind
- Private label close at the heels of cleaning equipment brands
What’s Next?
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- Improved formulas extend time between cleans
- Housecleaning gets smart
The Consumer – What You Need to Know
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- High involvement in cleaning across demographic groups
- Routine motivates most cleaning, but visual cues rank high
- Convenient cleaning products get most surface coverage
- Most clean alone, yet newcomers to category shift behaviors
- Link between cleaning and health drives demand for transparency
Frequency and Time Spent Housecleaning
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- Most adults are moderate cleaners, spending nearly four hours weekly
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- Figure 17: Frequency and mean (#) time spent housecleaning, May 2017
- Larger households represent key demographic
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- Figure 18: Clean three or more times a week and time spent (mean – minutes), by household size, May 2017
- Gender divide partly persists in housecleaning
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- Figure 19: Clean three or more times a week and time spent (mean – minutes), by gender, May 2017
- Time spent and frequency of cleaning depend on lifestage
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- Figure 20: Clean three or more times a week and time spent (mean – minutes), by age, May 2017
- Hispanics show heightened involvement in category
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- Figure 21: Clean at least weekly (net) and time spent (mean – minutes), by Hispanic origin, May 2017
Motivations to Clean
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- Routine leads among cleaning motivators
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- Figure 22: Motivations for cleaning, May 2017
- Both genders motivated by visual cues
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- Figure 23: Visual cues that motivate cleaning, by gender, May 2017
- Importance of routine grows with age
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- Figure 24: Routine as cleaning motivator, by age, May 2017
- Cleaning motivations for Hispanics linked to family households
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- Figure 25: Weekend and deep cleaning as motivators, by Hispanic origin, May 2017
- In their own words…
Product and Task Associations
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- Housecleaners associate convenient products with most tasks
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- Figure 26: Correspondence analysis – Product and task association, May 2017
- Methodology
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- Figure 27: Product and task association, May 2017
- Lifestage dictates usage of disposable wipes
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- Figure 28: Disposable wipes and task associations, by gender and by age, May 2017
- Deep cleaning tools tied to household size
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- Figure 29: Deep-cleaning associations with scouring pads – Any surface (net), by parental status, by household size, and by Hispanic origin, May 2017
- In their own words…
Housecleaning Behaviors
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- Majority clean alone, underlining importance of time-saving products
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- Figure 30: housecleaning behaviors, May 2017
- Newness to category determines triggers for cleanliness
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- Figure 31: Sensory driven cleaning behaviors, by age, May 2017
- Parents and larger households face greater challenges when disinfecting
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- Figure 32: Select housecleaning behaviors, by parental status and household size, May 2017
- Hispanics show characteristics of deep cleaners
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- Figure 33: Disinfection driven cleaning behaviors, by Hispanic origin, May 2017
Attitudes toward Cleaning and Health
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- Cleaning and health closely aligned
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- Figure 34: attitudes toward cleaning –any agree (net), May 2017
- Lifestage sets bar on health and safety
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- Figure 35: Health-related attitudes toward cleaning – any agree (net), by age, May 2017
- Scent motivates housecleaning and drives purchase among young adults
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- Figure 36: attitudes toward cleaning and scent – Any agree (net), by age, May 2017
- Time and labor-saving formulas capture interest
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- Figure 37: attitudes toward cleaning and time-savings – any agree (net), by age, May 2017
- Hispanics form strong associations between cleaning and health
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- Figure 38: Health-related attitudes toward cleaning – any agree (net), by Hispanic origin, May 2017
- In their own words…
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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