"At not quite $2 billion, Hispanics’ expenditures on household cleaning products have contracted slightly since 2013. Hispanic women continue to take the lead, while Hispanic men play a supporting role. Cleaning the house can be hard work, but there are clear attitudinal differences between Hispanics who clean because they want to and those who clean because they have to. Brands may benefit from tailoring communications according to the differences between ...
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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
Market
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
The Market – What You Need to Know
Market Size
Cleaning the House Involvement
Market Factors
Market Perspective
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
The Consumer – What You Need to Know
Household Cleaning Behaviors
Motivations to Clean
Cleaning Chores Frequency
Household Chores Appeal
Attitudes toward Cleaning Brands
Attitudes toward Cleaning Housework
Brand/Company
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Cleaning Products Overview – What You Need to Know
What’s Happening?
What Needs Time?
What’s Next?
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 and Abbreviations
Appendix – Market Data
30th April 2019
“Target’s new Everspring brand seems to offer what Hispanics want: clean products at affordable prices. Proving to consumers that the brand meets functional expectations will be important for Hispanics to move from interest to adoption.” 
2nd January 2019
“As Hispanics walk through the acculturation path, household cleaning brands may have opportunities to challenge traditional gender roles to change current cleaning patterns and ignite growth in an otherwise stagnant category.”
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Hispanic women carry most of the weight 
