Table of Contents
Overview
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- What you need to know
- Cleaning tasks covered in this Report
Executive Summary
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- The market
- Falling birth rate suggests less need for cleaning products
- Rise in self-employment driven by women
- Advertising moves away from gender stereotyping
- The consumer
- Gender imbalance in cleaning still exists…
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- Figure 1: Cleaning responsibility amongst parents of under-18s, August 2017
- …due to traditional gender roles still being prevalent
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- Figure 2: Cleaning responsibility amongst parents of under-18s, by gender, August 2017
- Children given ‘softer’ tasks
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- Figure 3: Cleaning responsibility of children, August 2017
- Kitchen is top area of focus for families
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- Figure 4: Frequency of cleaning amongst parents of under-18s, August 2017
- Parents of under-18s spend longer cleaning…
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- Figure 5: Cleaning duration, parents of under-18s vs non-parents of under-18s, August 2017
- …yet are less likely to seek convenience when buying products
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- Figure 6: Purchase factors, parents of under-18s vs non-parents of under-18s, August 2017
- Encouraging kids to take action
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- Figure 7: Behaviours around cleaning amongst parents of under-18s, August 2017
- Preventing illness is crucial
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- Figure 8: Attitudes towards germs amongst parents of under-18s, August 2017
- Visual cues drive cleaning for parents
- What we think
Issues and Insights
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- Balancing household responsibilities
- The facts
- The implications
- Chemicals in the firing line
- The facts
- The implications
- Keeping the household illness-free
- The facts
- The implications
The Market – What You Need to Know
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- Falling birth rate suggests less need for cleaning products
- Rise in self-employment driven by women
- Advertising moves away from gender stereotyping
Market Drivers
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- Fewer children, less mess, less cleaning
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- Figure 9: Number of live births and total fertility rate (TFR), England and Wales, 2010-16
- Focus on work/life balance driving self-employment among women
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- Figure 10: Employment and unemployment, by gender, 2012-22
- A step back from gender stereotyping
- Paid-for services more sought by parents
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- Figure 11: Use of home cleaning service, parents of under-18s vs non-parents of under-18s, August 2017
- Financial confidence begins to slip
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- Figure 12: Proportion of respondents who describe their current financial situation as ‘Healthy’, by parental status, December 2014-August 2017
- Supermarket price war dents value sales
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- Figure 13: Where parents of under-18s spend the most on grocery shopping in a typical month, and which other grocery retailers they shop at in a typical month, September 2016
- Household dust = obesity?
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- Figure 14: Children’s overweight and obesity prevalence, by gender, 1995-2015
The Consumer – What You Need to Know
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- Gender imbalance in cleaning still exists…
- …due to traditional gender roles still being prevalent
- Children given ‘softer’ tasks
- Kitchen is top area of focus for families
- Parents of under-18s spend longer cleaning
- Encouraging kids to take action
- Preventing illness is crucial
- To kill germs, or not to kill germs
- Visual cues drive cleaning for parents
Cleaning Responsibility
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- Share and share alike
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- Figure 15: Cleaning responsibility amongst parents of under-18s, August 2017
- Traditional gender roles still dominate
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- Figure 16: Cleaning responsibility amongst parents of under-18s, by gender, August 2017
- Children given ‘softer’ tasks
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- Figure 17: Cleaning responsibility of children, August 2017
- Children’s low exposure to the category could have implications
Cleaning Frequency and Duration
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- Parents prioritise kitchen cleaning over bathrooms
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- Figure 18: Frequency of cleaning amongst parents of under-18s, August 2017
- Children drive a need to clean
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- Figure 19: Frequency of cleaning amongst non-parents of under-18s, August 2017
- Mitigating the risk of indoor air pollution
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- Figure 20: Cleaning of rooms more than once a week*, parents of under-18s vs non-parents of under-18s, August 2017
- Parents clean for longer
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- Figure 21: Cleaning duration, parents of under-18s vs non-parents of under-18s, August 2017
Purchase Factors
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- Consumers value price over brand
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- Figure 22: Purchase factors, parents of under-18s vs non-parents of under-18s, August 2017
- Parents focus more on health and safety…
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- Figure 23: Ariel 3in1 Pods in family pack with child lock system (P&G), July 2017
- …which could impact future interest in fragranced household care
- Parents place lower priority on environmental factors
Behaviours around Cleaning
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- Encouraging kids to take action
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- Figure 24: Behaviours around cleaning amongst parents of under-18s, August 2017
- Parents of teens recycling more
- Seeking online advice can spark engagement
- Harnessing interest in alternative ingredients
Attitudes towards Germs
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- Preventing illness crucial aspect of cleaning
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- Figure 25: Attitudes towards germs amongst parents of under-18s, August 2017
- Natural products need to prove their worth
- To kill germs, or not to kill germs
- Parents lean more on visual cues
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- Figure 26: Percentage point difference for attitudes towards germs (any agree only), parents of under-18s vs non-parents of under-18s, August 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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