Table of Contents
Executive Summary
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- The market
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- Figure 1: Value sales of household cleaners, China, 2014-18
- Figure 2: Segment share of household cleaners, China, 2016-18
- The consumer
- High pet ownership can impact the household cleaning market
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- Figure 3: Pet ownership, December 2018
- Willing to shoulder the main responsibility of household cleaning
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- Figure 4: Household cleaning responsibility, 2015 and 2018
- Product usage is not on par with cleaning frequency
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- Figure 5: Household cleaning frequency, December 2018
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- Figure 6: Household cleaners used in the last six months, December 2018
- Familiarity drives favourability and newer ingredients need more consumer education
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- Figure 7: Attitudes towards ingredients, December 2018
- Cleaning can help improve mental health on multiple fronts
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- Figure 8: Attitudes towards cleaning the house, December 2018
- What we think
Issues and Insights
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- As natural and effective as homemade cleaners
- The facts
- The implications
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- Figure 9: Examples of household cleaners with fermented ingredients, UK, Japan and Netherlands, 2017-18
- Clean for mental health
- The facts
- The implications
- Pets enter the equation
- The facts
- The implications
The Market – What You Need to Know
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- Strong yet slowed growth
- Evolving lifestyles create new cleaning needs
Market Overview
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- A winning sector within household care, despite ease in growth
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- Figure 10: Value sales of household cleaners, China, 2014-18
- Figure 11: Value sales of household cleaners, laundry and fabric care and dishwashing detergents, China, 2017-18
- Kitchen and washroom cleaners remain the biggest segments
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- Figure 12: Segment share of household cleaners, China, 2016-18
- Figure 13: Segment share of household cleaners, China, US and UK, 2018
Market Drivers
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- Demand for natural products drives product innovation
- Increasing ownership of household appliances brings new needs
- Pets play a role in product choices
- E-commerce helps boost the niche segments
The Consumer – What You Need to Know
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- 70% of respondents are pet owners
- High earners tend to take the main responsibility of cleaning the house
- The majority of respondents clean the floor weekly
- Over 70% of respondents have used kitchen and toilet cleaners
- Active oxygen and baking soda are most sought in household cleaners
- Cleaning the house is perceived as relaxing by two thirds of respondents
Pet Ownership
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- 70% of respondents are pet owners
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- Figure 14: Pet ownership, December 2018
- Both single people and parents have pets
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- Figure 15: Dog and cat ownership, by family structure, December 2018
- Multi-pet ownership is common
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- Figure 16: Pet ownership, by main pet ownership, December 2018
Household Cleaning Responsibility
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- More and more consumers clean the house themselves
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- Figure 17: Household cleaning responsibility, 2015 and 2018
- 20-24s start to take more household cleaning responsibility
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- Figure 18: Household cleaning responsibility – I take the main responsibility, by demographics, 2015 and 2018
Household Cleaning Frequency
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- Most consumers prefer to clean weekly
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- Figure 19: Household cleaning frequency, December 2018
- Who cleans more frequently?
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- Figure 20: Household cleaning frequency – once a week or more, by age, December 2018
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- Figure 21: Household cleaning frequency – once a week or more, by city tier, December 2018
- Time-saving solutions are needed for cleaning the range hood and windows
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- Figure 22: Household cleaning frequency – once a week or more, by attitudes towards household cleaning, December 2018
- Figure 23: Examples of scrub-free household cleaners, Ireland and UK, 2017
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- Figure 24: Examples of window cleaning wipes, window cleaners with a protection claim, Canada and New Zealand, 2018-19
Household Cleaners Usage
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- Kitchen and toilet cleaners are mostly used…
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- Figure 25: Household cleaners used in the last six months, December 2018
- …while usage of other products is still driven by income
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- Figure 26: Household cleaners used in the last six months, by monthly household income, December 2018
- Younger consumers use a broad variety of products
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- Figure 27: Household cleaners used in the last six months, by age, December 2018
Attitudes towards Natural/Bio Ingredients
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- Interest in kitchen essential baking soda but not vinegar
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- Figure 28: Attitudes towards ingredients, December 2018
- Citric acid is preferred over other acids
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- Figure 29: Examples of household cleaners formulated with both baking soda and citric acid, South Korea and Poland, 2018
- Consumer education about enzymes and electrolysed water is needed
- Is it time for probiotics household cleaners?
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- Figure 30: Example of Counter Culture’s introduction of probiotics cleaning, US, 2018
Attitudes towards Household Cleaning
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- Emotional benefits of household cleaning
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- Figure 31: Attitudes towards cleaning the house, December 2018
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- Figure 32: Agree ‘cleaning the house helps me relax’, by demographics, December 2018
- Men are more worried about over-disinfecting
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- Figure 33: Attitudes towards bacteria in the house, by gender, December 2018
- Household cleaners are helpful…
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- Figure 34: Attitudes towards household cleaners, December 2018
- …but even high earners may use alternatives
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- Figure 35: Attitudes towards household cleaners, by monthly personal income, December 2018
- Floor and bathroom/tile cleaners are less likely to be replaced
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- Figure 36: Household cleaners used in the last six months, by attitudes towards household cleaners, December 2018
Meet the Mintropolitans
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- 80% of MinTs take the main household cleaning responsibility
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- Figure 37: Household cleaning responsibility, by consumer classification, December 2018
- Disposable cleaning wipes are well-accepted among MinTs
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- Figure 38: Gaps of household cleaners usage between Mintropolitans and Non-Mintropolitans (as benchmark), December 2018
- MinTs show higher interest in various ingredients
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- Figure 39: Gaps of attitudes towards ingredients between Mintropolitans and Non-Mintropolitans (as benchmark) – would like to see it in household cleaners, December 2018
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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