Table of Contents
Overview
-
- What you need to know
- Definition
Executive Summary
-
- What you need to know
- Identify the cleaning segments that provide the greatest opportunity
-
- Figure 1: Black consumer home cleaning segments, February 2018
- Black consumers maintain order and clean to feel good while at home
-
- Figure 2: Motivation to clean, February 2018
- Multipurpose, deep cleaning is more important than scent
-
- Figure 3: Preferred product attributes, February 2018
- Bleach-based products signal clean plus disinfectant in one
-
- Figure 4: Number one ranked brand for select household cleaning product categories, by all and Black consumers, January 2017-March 2018
- Start with the kitchen – show relevant realistic cleaning situations
-
- Figure 5: Cleaning frequency, February 2018
The Market – What You Need to Know
-
- Black population share of US holds steady
- More single-person Black households in comparison to the average
- Black consumers’ share of cleaning supplies higher than the average
- Lower incidences of homeownership translates to smaller homes
The Black Population by the Numbers
-
- The Black population represents 13% of the total US
-
- Figure 6: US population projections by total and Black, 2013-23
- Half of Black households are headed by a single adult
-
- Figure 7: US household composition, by race and Hispanic origin, 2017
- There are fewer adults, but more children in Black households
-
- Figure 8: Average number of people per household, by race and Hispanic origin
Market Size
-
- Black households spend a greater share of household supplies budget on laundry and cleaning supplies
-
- Figure 9: US household housekeeping supplies expenditures by race and Hispanic origin, Q3 2016-Q4 2017
Market Factors
-
- Black homeownership still has yet to recover post-recession
-
- Figure 10: US homeownership rate, by race and Hispanic origin, 2007-17
- Lower homeownership impacts number of residential rooms
-
- Figure 11: Number of bedrooms and bathrooms** in all occupied units, by race and Hispanic origin, 2015
Key Players – What You Need to Know
-
- Black consumers prefer all-purpose, multifunctional cleaning products
- Bleach-infused products signal noticeable clean plus disinfectant
- Retailers are forcing suppliers to be environmentally friendly
Surface Cleaning Product and Brand Usage
-
- All-purpose cleaners complete multiple functions
-
- Figure 12: Household cleaner usage, total and Black, January 2017-March 2018
- Highlight sanitation and ease with disposables – Wipes, mops, sponges
-
- Figure 13: Cleaning disposable wipes and floor cleaner forms used most often, total and Black, January 2017-March 2018
- Push new formats of furniture polish to appeal to Black consumers
-
- Figure 14: Furniture polish forms used most often, total and Black, January 2017-March 2018
- Powder cleaners lead, liquid and gel abrasives may be used on more surfaces
-
- Figure 15: Abrasive cleaner and scouring powder types used most often, total and Black, January 2017-March 2018
- In-bowl and in-tank toilet cleaners share near equal cleaning duties in Black households
-
- Figure 16: In-bowl and in-tank toilet cleaner usage, total and Black, January 2017-March 2018
- Brand spotlight: Clorox
- Clorox Bleach cleaner tops Black consumer usage
-
- Figure 17: Leading household cleaner brands, total and Black, January 2017-March 2018
- With disposables, Clorox takes the lead among Black consumers
-
- Figure 18: Leading disposable wipes and floor cleaner brands most often used, total and Black, January 2017-March 2018
- Clorox tops in-bowl cleaner usage
-
- Figure 19: Leading in-bowl toilet cleaner brands most used, total and Black, January 2017-March 2018
- Greater competition to Clorox for traditional in-tank and disposable wand
-
- Figure 20: Leading in-tank toilet cleaner brands most used, total and Black, January 2017-March 2018
Floor Cleaner Product and Brand Usage
-
- Total floor wax usage is low, but Black households are more likely to use
-
- Figure 21: Floor wax and polish usage, total and Black, January 2017-March 2018
- Familiar cleaning brands top floor wax usage among Black consumers
-
- Figure 22: Leading floor wax brands used most often, total and Black, January 2017-March 2018
- Predominance of carpet in Black households leads to greater use of rug cleaners
-
- Figure 23: Rug cleaner and shampoos usage, total and Black, January 2017-March 2018
- Name brands top the list, but smaller, perhaps cheaper brands rank high
-
- Figure 24: Leading rug cleaner and shampoo brands used most often, total and Black, January 2017-March 2018
Cleaning Product Formulation and the Impact on Black Consumers
-
- Retailers commit cleaning product suppliers to eliminate harmful chemicals by 2022
- Implications for Black consumers
The Consumer – What You Need to Know
-
- Black cleaning segments identified by motivation and product use
- Household structure impacts cleaning responsibility
- A clean home is Black consumers’ sanctuary
- Most Black adults clean alone, but will enlist help if available
- The kitchen is the most cleaned room in the home
- Black consumers prioritize noticeable clean over scent
- Everyone shops at Walmart
- A clean home is a healthy home
Black Consumer Cleaning Segments
-
- Mintel identifies four home-cleaning segments among Black adults
-
- Figure 25: Black consumer home-cleaning segments, February 2018
- Basic Cleaners are disengaged in cleaning their home
-
- Figure 26: Profile of Basic Cleaners’ segment, February 2018
- Green Cleaners prefer natural products to protect their health
-
- Figure 27: Profile of Green Cleaners’ segment, February 2018
- Stringent Cleaners’ cleanliness is a reflection of their image
-
- Figure 28: Profile of Stringent Cleaners’ segment, February 2018
- Easy Cleaners buy the cheapest cleaning products to maintain their household
-
- Figure 29: Profile of Easy Cleaners, February 2018
Housekeeping Responsibility
-
- More single-headed Black households lead to more people cleaning their homes
-
- Figure 30: Housekeeping responsibility, total and Black, February 2017
- Involved cleaners accept sole responsibility in cleaning their home
-
- Figure 31: Housekeeping responsibility, by Black cleaning segments, February 2018
- Single parents, most likely moms, are more likely to be the primary housekeeper
-
- Figure 32: Housekeeping responsibility, by gender and parental status, February 2018
Housecleaning Rituals among Black Consumers
-
- Most Black consumers clean their home by themselves
-
- Figure 33: Cleaning behavior, total and Black, February 2018
- A clean home contributes to one’s mood
-
- Figure 34: Motivations to clean, February 2018
- Cleaning segments that value home ambiance keep their home clean all the time
-
- Figure 35: Cleaning behavior by cleaning segments, February 2018
- The motivation to clean and impact on home ambiance differs across segments
-
- Figure 36: Motivation to clean, by cleaning segments, February 2018
- Cleaning behavior strengthens as women age, perhaps due to increased efficiency
-
- Figure 37: Cleaning behavior by gender and age group, February 2018
- Women more likely to articulate benefits from cleaning
-
- Figure 38: Motivation to clean, by gender, February 2018
- Parents clean up after younger kids, but struggle to maintain control as the kids age
-
- Figure 39: Motivation to clean, by kids’ age groups, February 2018
- Kids are expected to help clean the home as they age
-
- Figure 40: Cleaning behavior by gender and age group, February 2018
Cleaning Frequency
-
- The communal kitchen is the most frequently cleaned room
-
- Figure 41: Cleaning frequency, February 2018
- Daily kitchen cleanup occurs in a full house
-
- Figure 42: Daily kitchen cleaning by demographics, February 2018
- Little difference in cleaning the bathroom across demos
-
- Figure 43: Few times a week or more bathroom cleaning by demographics, February 2018
- Younger people and parents of young children clean their bedrooms often
-
- Figure 44: Few times a week or more bedroom cleaning by demographics, February 2018
Preferred Cleaning Product Attributes
-
- Cleaning efficacy more important than scent
-
- Figure 45: Preferred product attributes, February 2018
- Cleaning segments’ assign different values to product efficacy and ingredients
-
- Figure 46: Preferred product attributes, by cleaning segment, February 2018
- Younger consumers less concerned with product efficacy
-
- Figure 47: Preferred product attributes, by age group, February 2018
- Parents of younger children buy products that protect their kids and surfaces
-
- Figure 48: Preferred product attributes, by kids’ age group, February 2018
Preferred Shopping Locations
-
- Walmart’s everyday low prices and brand selection tops retailer list
-
- Figure 49: Preferred shopping locations, February 2018
- Highly-involved cleaners shop at more stores than low-involved cleaners
-
- Figure 50: Preferred shopping location by cleaning segments, February 2018
- Walmart and club store cleaning product shopping increases with household size
-
- Figure 51: Preferred shopping location by number of people in the household, February 2018
- Dollar stores appeal to low-income household shoppers
-
- Figure 52: Preferred shopping location by household income, February 2018
Attitudes toward Cleaning
-
- Cleanliness is linked more to health rather than image
-
- Figure 53: Attitudes toward cleaning, February 2018
- Most segments strive for presentable clean rather than perfection
-
- Figure 54: Attitudes toward cleaning, by segment, February 2018
- Product efficacy is important, but product ingredients and desired function differ by segment
-
- Figure 55: Attitudes toward cleaning, by segment, February 2018
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
-
-
- Figure 56: Household cleaner usage, total and Black, January 2017-March 2018
-
- Figure 57: Cleaning disposable wipes and floor cleaner forms used most often, total and Black, January 2017-March 2018
-
- Figure 58: Furniture polish forms used most often, total and Black, January 2017 – March 2018
-
- Figure 59: Abrasive cleaner and scouring powder types used most often, total and Black, January 2017-March 2018
-
- Figure 60: In-bowl and in-tank toilet cleaner usage, total and Black, January 2017-March 2018
-
- Figure 61: Leading household cleaner brands, total and Black, January 2017- March 2018
-
- Figure 62: Leading disposable wipes and floor cleaner brands most often used, total and Black, January 2017- March 2018
-
- Figure 63: Leading in-bowl toilet cleaner brands most used, total and Black, January 2017- March 2018
-
- Figure 64: Leading in-tank toilet cleaner brands most used, total and Black, January 2017- March 2018
-
Back to top