Table of Contents
Overview
-
- What you need to know
- Definition
Executive Summary
-
- Overview
- The issues
- Hispanic women carry most of the weight
-
- Figure 1: Hispanics’ involvement in cleaning the house, by gender and parental status, April 2018
- Wanting to clean changes with acculturation
-
- Figure 2: Wanting to clean vs having to clean, April 2018
- The opportunities
- Not losing sight of the overarching objective
-
- Figure 3: Hispanics’ motivations to clean, April 2018
- The challenge for lesser-known brands is to get cleaners to take a chance
-
- Figure 4: Hispanics’ attitudes toward cleaning brands, April 2018
- Seeing beyond hard work
-
- Figure 5: Hispanics’ attitudes toward cleaning housework, April 2018
- What it means
The Market – What You Need to Know
-
- Hispanics’ expenditures on cleaning products estimated at almost $2 billion in 2018
- Hispanics are more likely to share cleaning responsibilities
- Hispanics have larger households
- Less-affluent Hispanics may stick to the brands they know
Market Size
-
- Hispanics’ expenditures on cleaning products are flat
-
- Figure 6: Total expenditures by Hispanic households on household cleaning products, at current prices, 2013-18
Cleaning the House Involvement
-
- Hispanics over index for sharing responsibility
-
- Figure 7: Hispanics’ involvement in cleaning the house, indexed to all, April 2018
- Hispanics take sole responsibility when they feel they have to
-
- Figure 8: Hispanics’ involvement in cleaning the house, by help availability and cleaning motivation, April 2018
- Hispanic moms take responsibility for cleaning
-
- Figure 9: Hispanics’ involvement in cleaning the house, by gender and parental status, April 2018
Market Factors
-
- Hispanics are young
-
- Figure 10: Distribution of population, by age and race/Hispanic origin, 2018
- Hispanics live in larger households
-
- Figure 11: Average number of people per household, by race and Hispanic origin, 2017
- Figure 12: Households with related children, by race and Hispanic origin of householder, 2017
- Hispanics are bilingual and gravitate toward biculturalism
-
- Figure 13: Language(s) Hispanics speak at home, January 2017-March 2018
- Less-affluent Hispanics have to prioritize expenses
- Median household income for Hispanics significantly below national median
-
- Figure 14: Median household income, by race and Hispanic origin of householder, 2016
- Figure 15: Household income distribution by race and Hispanic origin of householder, 2016
Market Perspective
-
- Traditional gender roles
- Not all Hispanics share the same attitudes toward cleaning
- Natural Born Cleaners (40%)
- Cleaning Superficials (24%)
- Cleaning Chemists (20%)
- Cleaning Averse (16%)
Cleaning Products Overview – What You Need to Know
-
- Product usage differs by acculturation
- Scent can be a differentiation factor
- Latin American brands popular in US
- Handling eco-friendly products and new cleaning trends with care
- Expect brand extensions and innovative promotions
What’s Happening?
-
- Engagement with the different cleaning categories is not uniform
-
- Figure 16: Hispanic households’ cleaning product usage, indexed to all, January 2017-March 2018
-
- Figure 17: Hispanic households’ cleaning product usage, by language spoken at home, January 2017-March 2018
- Scent continues to be important
- Brands with a Latin American legacy
-
- Figure 18: Hispanic households’ Fabuloso usage, by language spoken at home, Hispanics vs all, January 2017-March 2018
What Needs Time?
-
- Eco-friendly products and new cleaning trends
-
- Figure 19: Hispanics’ attitudes toward eco-friendly products – Any agree, by language spoken at home, Hispanics vs all, January 2017-March 2018
What’s Next?
-
- Fertile ground for brand extensions
- Taking promotions a step further
The Consumer – What You Need to Know
-
- Wanting to clean is very different from having to clean
- Hispanics clean for the feeling that a clean home provides
- Hispanics do most cleaning tasks frequently
- When cleaning, finding self-motivation makes a difference
- There are significant barriers facing lesser-known brands
- Cleaning is hard work, Hispanics may not necessarily be looking for convenience
Household Cleaning Behaviors
-
- The charm of cleaning depends on the approach
-
- Figure 20: Hispanics’ household cleaning behaviors, April 2018
- Appearances matter
-
- Figure 21: Importance of others seeing Hispanics as having a clean home, by gender and age, by level of acculturation, April 2018
- Desire to clean decreases with acculturation
-
- Figure 22: Wanting to clean vs having to clean, by gender and age and by level of acculturation, April 2018
-
- Figure 23: Cleaning in depth vs superficially, by gender and age and by level of acculturation, April 2018
- Hispanic women are less likely to feel they have help
-
- Figure 24: Perception of availability of help, by gender and marital status, April 2018
-
- Figure 25: Cleaning alone vs cleaning with the help of others, by gender and marital status and by level of acculturation, April 2018
Motivations to Clean
-
- A clean home feels good
-
- Figure 26: Hispanics’ motivations to clean, April 2018
- The main reasons are personal
-
- Figure 27: Advanced analysis – TURF – Hispanics’ motivations to clean, April 2018
-
- Figure 28: Advanced analysis – TURF – Hispanics’ motivations to clean, April 2018
- There is a positive correlation between cleanliness and scent
-
- Figure 29: Hispanics’ motivations to clean – Feels good and like the smell, by key demographics, April 2018
- Breaking routine
-
- Figure 30: Hispanics’ motivations to clean – Routine, by key demographics, April 2018
Cleaning Chores Frequency
-
- It all starts with the kitchen
-
- Figure 31: Hispanics’ frequency of housecleaning chores, April 2018
-
- Figure 32: Hispanics’ frequency of housecleaning chores – Once a week or more often, by household cleaning responsibility, April 2018
Household Chores Appeal
-
- Hispanics are okay with most cleaning tasks
-
- Figure 33: Household chores appeal to Hispanics, April 2018
-
- Figure 34: Household chores appeal to Hispanics – Any like, by household cleaning responsibility, April 2018
Attitudes toward Cleaning Brands
-
- A steeper road for lesser-known brands
-
- Figure 35: Hispanics’ attitudes toward cleaning brands, April 2018
-
- Figure 36: Hispanics’ attitudes toward cleaning brands, by likelihood of Hispanics liking to clean in depth, April 2018
- Hispanic women are more likely to be brand loyal
-
- Figure 37: Hispanics’ attitudes toward cleaning brands, by gender and age, April 2018
- The opportunity to promote trial increases with acculturation
-
- Figure 38: Hispanics’ attitudes toward cleaning brands, by level of acculturation, April 2018
Attitudes toward Cleaning Housework
-
- For many Hispanics, hard work is unavoidable
-
- Figure 39: Hispanics’ attitudes toward cleaning housework, April 2018
-
- Figure 40: Hispanics’ attitudes toward cleaning housework, by key demographics, April 2018
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- A note about acculturation
Appendix – Market Data
-
-
- Figure 41: Total expenditures by Hispanic households on household cleaning products, at inflation-adjusted prices, 2013-18
-
Back to top