Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Market themes
- Natural and eco-friendly claims play a role in cleaning
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- Figure 1: Attitudes and behaviors toward natural ingredients and product safety, March 2018
- Shoppers are convenience-driven but become more routine-driven with age
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- Figure 2: Select shopping behaviors, by age, March 2018
- Changes in household trends impacts housecleaning needs
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- Figure 3: Households, by presence of own children, by households with children, 2007-17
- Scented features are key
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- Figure 4: Attitudes and behaviors toward scent, March 2018
- Emotional drivers motivate adults to clean, particularly women
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- Figure 5: Select housecleaning motivators, by gender, March 2018
- Rise in pet ownership can impact cleaning market
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- Figure 6: Number of pet-owning households, 2006-16
- What it means
The Market – What You Need to Know
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- Robotic cleaning tools can change the dynamics of housecleaning
- Population trends impact category, economic trends encourage market
Market Perspective
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- Robotic cleaning tools can change the dynamics of housecleaning
Market Factors
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- Households with children continue to decline, which could challenge market
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- Figure 7: Households, by presence of related children, 2007-17
- Population trends among Hispanics could benefit market
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- Figure 8: Hispanic population by age, 2013-23
- Rise in pet ownership can impact housecleaning trends
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- Figure 9: Number of pet-owning households, 2006-16
Key Players – What You Need to Know
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- Scented features, natural brands, and convenience drive consumer interest
- All-purpose cleaners cannibalize sales of specialized products
- Probiotic cleaners are on the rise
What’s In?
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- Housecleaning is an experience for the senses
- Natural brands challenge mainstream players
- Disposable wipes benefit from being convenient and easy to use
What’s Out?
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- All-purpose cleaners cannibalize specialized items
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- Figure 10: MULO sales of select Pledge products, 2015, rolling 52 weeks 2016 and 2017
What’s Next?
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- Probiotic cleaners on the rise
The Consumer – What You Need to Know
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- Nearly all adults participate in cleaning and shopping responsibilities
- Frequent germ exposure and visual cues lead to frequent clean-ups
- Toilet cleaning and labor-intensive chores are disliked the most
- Health and scent are key motivators for housecleaning
- Scent takes center stage in housecleaning
- Shoppers are motivated by convenience
Responsibility for Housecleaning and Shopping for Cleaning Products
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- Nearly all adults participate in cleaning and shopping responsibilities
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- Figure 11: Responsibility for housecleaning and shopping for cleaning products, March 2018
- Gender roles are shifting, though women still do more
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- Figure 12: Responsibility for housecleaning, by age and gender, March 2018
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- Figure 13: Responsibility for shopping for household cleaning products, by age and gender, March 2018
- Responsibilities vary among different household sizes
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- Figure 14: Responsibility for housecleaning, by number of people in household, March 2018
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- Figure 15: Responsibility for shopping for household cleaning products, by number of people in household, March 2018
- Black and Hispanic adults take primary responsibility for cleaning
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- Figure 16: Responsibility for housecleaning, by race and Hispanic origin, March 2018
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- Figure 17: Responsibility of shopping for household cleaning products, by race and Hispanic origin, March 2018
Housecleaning Frequency
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- Frequent germ exposure and visual cues lead to frequent clean-ups
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- Figure 18: Frequency of housecleaning chores, March 2018
- Younger adults frequently clean a variety of surfaces
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- Figure 19: Frequency of select housecleaning chores, by frequently clean (net), by age, March 2018
- Larger households have more messes to frequently clean
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- Figure 20: Frequency of select housecleaning chores, by frequently clean (net), by number of people in household, March 2018
- Hispanics frequently clean their homes
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- Figure 21: Frequency of select housecleaning chores, by frequently clean (net), by Hispanic origin, March 2018
Disliked Housecleaning Chores
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- Toilet cleaning and labor-intensive chores are disliked the most
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- Figure 22: Disliked housecleaning chores, March 2018
- Different life stages dictate disliked chores
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- Figure 23: Select disliked housecleaning chores, any rank, by age, March 2018
- Kitchen cleaning is disliked by Hispanics
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- Figure 24: Dislike toward kitchen cleaning, any rank, by race and Hispanic origin, March 2018
Motivations to Clean
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- Health and scent are key motivators for housecleaning
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- Figure 25: Housecleaning motivators, March 2018
- Women are motivated to clean for a variety of reasons
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- Figure 26: Select housecleaning motivators, by gender, March 2018
- Motivations differ between age groups
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- Figure 27: Select housecleaning motivators, by age, March 2018
- Scent motivates Black adults, while an unclean home stresses Hispanics
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- Figure 28: Select housecleaning motivators, by race and Hispanic origin, March 2018
Attitudes and Behaviors toward Housecleaning
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- Scent takes center stage in housecleaning
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- Figure 29: Attitudes and behaviors toward housecleaning, March 2018
- Younger adults are highly involved in housecleaning
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- Figure 30: Select attitudes and behaviors toward housecleaning, by age, March 2018
- Income plays a role in housecleaning habits
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- Figure 31: Select attitudes and behaviors toward housecleaning, by household income, March 2018
- Scent is essential for Black adults; Hispanics trust natural ingredients
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- Figure 32: Select attitudes and behaviors toward housecleaning, by race and Hispanic origin, March 2018
Shopping Behaviors
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- Shoppers are motivated by convenience
- Natural and eco-friendly claims play a role in the category
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- Figure 33: Shopping behaviors, March 2018
- Men and women report similar shopping behaviors
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- Figure 34: Select shopping behaviors, by gender, March 2018
- Younger shoppers seek natural and environmentally friendly claims
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- Figure 35: Select shopping behaviors, by age, March 2018
- Black and Hispanic adults are willing to pay for scent
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- Figure 36: Select shopping behaviors, by race and Hispanic origin, March 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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