Table of Contents
Executive Summary
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- The market
- Birth rate declines, but number of families increases
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- Figure 1: Trends in the number of families and live births, England and Wales, 2010-18
- Lone parent and same-sex couple families can be better represented
- The consumer
- Traditional gender roles continue to perpetuate
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- Figure 2: Cleaning responsibilities, by resident parent of children aged 18 and under, August 2019
- Teaching young children how to clean
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- Figure 3: Cleaning responsibilities of children, August 2019
- Cleaning routines change when there are children in the household
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- Figure 4: Cleaning duration, by any children in the household, August 2019
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- Figure 5: Change in cleaning compared to a year ago, by any children in the household, August 2019
- Kitchens require most effort to clean
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- Figure 6: Perceptions of room cleaning, by parents of children aged 18 and under, August 2019
- When kids are around, cleaning becomes a matter of time
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- Figure 7: Indicators of clean, by presence of children in the household, August 2019
- Improving the cleaning experience
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- Figure 8: Cleaning behaviours, by parents of children aged 18 and under, August 2019
- Personalising household care products through scents
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- Figure 9: Attitudes towards scents, by parents of children aged 18 and under, August 2019
- Parents worry about health-related side effects of scents
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- Figure 10: Agreement with “it is hard to know how scents in cleaning products might impact the health of people”, by presence of children in the household, August 2019
- What we think
Issues and Insights
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- Tackling health-related concerns
- The facts
- The implications
- Over-cleaning can impact the health of both parents and children
- The facts
- The implications
- The evolution of scents in cleaning products
- The facts
- The implications
The Market – What You Need to Know
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- Birth rate declines, but number of families increases
- Lone parent families can be better represented
- Same-sex couple families continue to grow
- Employment rates among parents
- Concerns over household care formulations are growing
- Allergies to cleaning products
Market Drivers
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- Birth rate declines, but the number of families increases
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- Figure 11: Trends in the number of families* and live births, England and Wales, 2010-18
- Lone parent families can be better represented
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- Figure 12: Families in the UK with dependent children, by family type, 2010-18
- Same-sex couple families continue to grow
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- Figure 13: Rebranding of P&G Fairy into Fair, October 2019
- Employment rates among parents
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- Figure 14: Employment rates of men and women (aged 16-64) with and without dependent children, England, April to June 2000-18
- Financial situation changes as children grown up
- Beyond eco-friendly there is plant-based
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- Figure 15: Schmidt’s cleaning vinegars multi-surface sprays, October 2019
- Concerns over household care formulations are growing
- Allergies to cleaning products
The Consumer – What You Need to Know
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- Traditional gender roles continue to perpetuate
- Cleaning routines change when there are children in the household
- Kitchens require more effort to clean
- When kids are around cleaning becomes a matter of time
- Improving the cleaning experience
- Parents worry about health-related side effects of scents
Cleaning Responsibilities
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- External cleaning help is rare for routine tasks
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- Figure 16: Cleaning responsibilities, August 2019
- Traditional gender roles continue to perpetuate
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- Figure 17: Cleaning responsibilities, by resident parents of children aged 18 and under, August 2019
- Men know how to clean too
- Teaching young children how to clean
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- Figure 18: Cleaning responsibilities of children, August 2019
Cleaning Frequency and Duration
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- Cleaning is an unavoidable routine…
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- Figure 19: Cleaning duration, by presence of children in the household, August 2019
- …but it changes when there are children in the household
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- Figure 20: Change in cleaning compared to a year ago, by presence of children in the household, August 2019
- Parents look for convenient products that make them feel safe
- Price is important but convenient innovations make the difference
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- Figure 21: Nicky Placemat Disposable Table Mats (Sofidel), September 2019
Perceptions of Cleaning Rooms in the House
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- Kitchens require most effort to clean
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- Figure 22: Perceptions of room cleaning among parents of children aged 18 and under, August 2019
- Household care products that postpone cleaning
- Cleaning while cutting on packaging material
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- Figure 23: Cif Ecorefill Power & Shine range (Unilever), August 2019
- There are also bedrooms to keep clean
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- Figure 24: Agreement with “which of the following rooms in your home are the most important to clean regularly (eg because of germs)?”, by presence of children in the household, August 2019
- Children grow up, but germs continue to be a worry
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- Figure 25: E-Cloth kid friendly cleaning advertisement, 2019
Indicators of Cleanliness
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- Eyes and nose tell us about neatness
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- Figure 26: Indicators of clean, August 2019
- When kids are around, cleaning becomes a matter of time
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- Figure 27: Indicators of clean, by presence of children in the household, August 2019
Cleaning Behaviours
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- Improving the cleaning experience
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- Figure 28: Cleaning behaviours among parents of children aged 18 and under, August 2019
- Over-cleaning is dangerous and needs to be tackled
Attitudes towards Scents
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- Personalising household care products through scents
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- Figure 29: Attitudes towards scents among parents of children aged 18 and under, August 2019
- Overpowered scents can distance consumers
- Aromatherapy cleaning represents an opportunity
- Aromatherapy cleaning is a global phenomenon
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- Figure 30: Naeterra aromatherapy cleaning concentrate, tea tree mould and mildew eliminator and cedar peppermint pest control, October 2019
- Parents worry about health-related side effects of scents
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- Figure 31: Agreement with “It is hard to know how scents in cleaning products might impact the health of people”, by presence of children in the household, August 2019
- Unscented cleaning products are not the only solution to health concerns
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- Figure 32: Agreement with “Unscented products are preferable to scented ones”, by presence of children in the household, August 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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