Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Insights and opportunities
- Demographic shifts set to alter category participation
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- Figure 1: Housecleaning responsibility, by race and Hispanic origin, March 2019
- Young men see chores as their responsibility, 35-44 year olds the sweet spot
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- Figure 2: Housecleaning responsibility, by gender and age, March 2019
- Adults cleaning more often and for more than disease prevention
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- Figure 3: Reasons for cleaning more often, March 2019
- Routine, convenience, cost still drive shopping, usage behaviors
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- Figure 4: Household cleaning attitudes and behaviors – Multipurpose vs specialized, mainstream vs natural, March 2019
- Ethical and plastic concerns have stronger impact on behavior, usage
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- Figure 5: Attitudes toward sustainable, any use or interest in sustainable packaging or products (net), March 2019
- Natural alternatives will meet health-focused cleaning needs
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- Figure 6: Attitudes toward natural, any use or interest in probiotic products (net), March 2019
- What it means
The Market – What You Need to Know
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- Societal and demographic shifts impact category participation
- Cleaning tools simplify cleaning, aid aging population
Market Factors
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- Societal shifts affect housecleaning
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- Figure 7: Households, by presence of own children, 2008-18
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- Figure 8: Households by number of members, 2018
- Marketing needs to reflect men’s growing presence in homecare
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- Figure 9: Housecleaning and shopping responsibilities, by gender, March 2019
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- Figure 10: Tide Pods – A Foolproof Clean ad, January 2019
- Growing diversity impacts category participation
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- Figure 11: Population by race and Hispanic origin, 2013-23
Market Spotlight: Cleaning Tools
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- Swiffer, Mr. Clean helps P&G maintain leading position
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- Figure 12: MULO sales of household cleaning equipment, by leading companies, rolling 52 weeks 2018 and 2019
- Aging population creates need for cleaning equipment innovations
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- Figure 13: Population aged 21 or older, by age, 2013-23
Key Players – What You Need to Know
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- Time to get personal: brands turn to authentic marketing
- Scent, convenience have strong influence in the category
- Going green and clean for planet and home
What’s Happening?
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- Brands get inspired by real customers for authentic marketing
- Brands shake up scent sameness
- Wipes are winning
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- Figure 14: Household usage of household cleaning disposable wipes and floor cleaners, 2011-18
- Subscription services offer easier shopping
What’s Next?
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- Planet’s resources become a bigger focus
- (Good) bacteria will grow in the home
- “Clean” cleaning: how the clean movement will impact the home
The Consumer – What You Need to Know
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- Housework gap narrower among younger adults
- Adults cleaning more often as opposed to less
- Multipurpose products help maintain a clean home
- Majority of consumers buy mainstream
- Opportunity for brands to better meet natural, sustainable interests
- Younger cleaners driving interest in products, services
Housecleaning and Shopping Responsibilities
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- Household shopping one-person job while cleaning more shared
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- Figure 15: Housecleaning and shopping responsibility, March 2019
- Shared mentality stronger among younger adults
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- Figure 16: Housecleaning responsibility, by gender and age, March 2019
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- Figure 17: Household cleaning product shopping responsibility, by gender and age, March 2019
- Cleaning, shopping falls on one person in multicultural households
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- Figure 18: Housecleaning responsibility, by race and Hispanic origin, March 2019
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- Figure 19: Household cleaning product shopping responsibility, by race and Hispanic origin, March 2019
Cleaning Frequency
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- Nearly one third cleaning more often
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- Figure 20: Cleaning frequency, March 2019
- Generational shifts, lifestage influence cleaning habits
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- Figure 21: Cleaning frequency – More often, by gender and age, parental status, age of child(ren) in household, March 2019
Reasons for Cleaning More Often
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- Smell, health, and enjoyment among cleaning motivators
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- Figure 22: Reasons for cleaning more often, March 2019
- Lifestage brings out different cleaning motivators
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- Figure 23: Clorox What Comes Next – A clean bathroom is the beginning, July 2017
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- Figure 24: Reasons for cleaning more often, by generation, March 2019
Reasons for Cleaning Less Often
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- Lack of time, health deter cleaning
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- Figure 25: Reasons for cleaning less often, March 2019
Household Cleaning Attitudes – Multipurpose vs Specialized
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- Multipurpose facilitates quick cleanups
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- Figure 26: Household cleaning attitudes – Multipurpose vs specialized, March 2019
- Involved cleaners opt for specialized products
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- Figure 27: Cleaning frequency, by household cleaning attitudes – Multipurpose vs specialized, March 2019
- Product preferences vary by age, income
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- Figure 28: Household cleaning attitudes – Multipurpose vs specialized, by age, income, March 2019
Household Cleaning Behaviors – Mainstream vs Natural
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- Mainstream dominates over natural
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- Figure 29: Household cleaning behaviors – Mainstream vs natural, March 2019
- Natural encouraging cleaning
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- Figure 30: Cleaning frequency, by household cleaning behaviors – Mainstream vs natural, March 2019
- Young demographics, parents gravitate toward natural
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- Figure 31: Household cleaning behaviors – Mainstream vs natural, by age, parental status, March 2019
Household Cleaning Behaviors – Cleaning Triggers
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- Majority maintain a clean home “most of the time”
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- Figure 32: Household cleaning behaviors – Cleaning triggers, March 2019
- Youngest adults building cleaning routine, wait for visual cues
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- Figure 33: Household cleaning behaviors – Cleaning triggers, by age, March 2019
Attitudes toward Natural and Sustainable Household Products
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- Ethical concerns impact packaging, format interests
- Natural perceptions present an opportunity
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- Figure 34: Attitudes toward natural and sustainable household products, March 2019
- Younger consumers expect brands to step up in green movement
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- Figure 35: Select attitudes toward natural and sustainable household products, by age, March 2019
Interest in Services and Products
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- Innovations could increase product usage, engagement
- Cleaning the home with bacteria
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- Figure 36: Interest in products, March 2019
- Younger adults drive interest in new products, formats
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- Figure 37: Interest in products – Any use or interest (net), by age, parental status, March 2019
- Focus on simplifying cleaning and shopping
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- Figure 38: Interest in services – Have used, have not used, but would be interested, March 2019
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- Figure 39: Interest in services – Have not used, but would be interested, by age, parental status, March 2019
- Interest in upcycling will put pressure on brands, manufacturers
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- Figure 40: Interest in product packaging – Have used, have not used, but would be interested, March 2019
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- Figure 41: Interest in product packaging – Have used, have not used, but would be interested, by age, March 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market Spotlight
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- Figure 42: MULO sales of cleaning tools/mops/brooms, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 43: MULO sales of sponges and scouring pads, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 44: MULO sales of gloves, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 45: Household usage of household cleaning disposable wipes and floor cleaners, by brand, July 2017-August 2018
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