US Black Consumers and Household Cleaning Trends Market Report 2020
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Report Summary
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Providing the most comprehensive and up-to-date information and analysis of the Black Consumers and Household Cleaning Trends: Incl Impact of COVID-19 – US market including the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
Like all consumers, Black consumers are concerned with COVID-19 and are responding by taking control of what they can – the health and safety of their households. While the pandemic continues to threaten health and personal finances, Black consumers’ approach to cleaning their homes will include a greater focus on prevention and protection along with reactive and routine cleaning. Trusted name brands for the most critical cleaning activities where germkilling and disinfecting are important will remain the preferred option.
Expert analysis from a specialist in the field
Written by Fiona O’Donnell, a leading analyst in the Multicultural sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Even before COVID-19 impacted consumers’ lives and elevated the importance of cleanliness, Black consumers showed a tendency to use more household care products. As health concerns continue to drive stepped-up cleaning efforts, brands need to first and foremost communicate efficacy. Secondary attributes (eg green/natural) are less important for critical categories of cleaners for bathrooms/kitchen surfaces, though these may offer differentiation in the nice-to-have categories of air and room deodorizing
Fiona O’Donnell
Director US Reports – Multicultural
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- Scope
- COVID-19: market context
- Economic and other assumptions
- What you need to know
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Executive Summary
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- Top takeaways
- Market overview
- COVID-19 concerns drive the market up, Black consumers increase share of spending
- Figure 1: Black consumer spending on household cleaning and percentage of total, at current prices, 2015-20
- Consumer overview
- Four segments present different opportunities for household cleaning brands
- Figure 2: Black consumer household cleaning segments, March 2020
- Impact of COVID-19 on Black consumers and household cleaning
- Figure 3: Increased use of disinfectants/household cleaning products due to COVID-19, by Black/all/White and gender, April 10-16, 2020
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- Figure 4: Short, medium and long-term impact of COVID-19 on household cleaning and Black consumers, October 2020
- Opportunities and challenges
- Promote online shopping with an emphasis on ease and prevention
- A focus on value may prompt trading down to lower-priced products
- Black households use a wider variety of cleaning products
- Figure 5: Number of household cleaning products used, by all and Black consumers, April 2019-June 2020
- Potential for products to claim effectiveness against COVID-19
- Figure 6: Top cleaning product attributes important to Black consumers, March 2020
- Tap into an underserved market – single Black men
- Figure 7: Sole responsibility for household cleaning and shopping, by Black/White and gender, March 2020 and January 2020
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The Market – Key Takeaways
- Black consumers increasing their share of spend on household cleaning
- eCommerce is niche but growing
- Black consumers increasing their share of spend on household cleaning
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Black Consumers by the Numbers
- Black consumers account for about 13% of total population or 44.7 million
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- Figure 8: US population – Number and share, by Black vs non-Black, 2015-25
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- Figure 9: US population – Generation distribution, by Black vs total, 2020
- About one third of Black households are low income, but middle-income households are nearly on par with the average
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- Figure 10: Household income, by race and Hispanic origin, 2018
- Household structure impacts cleaning needs
- Black adults are more likely to live alone
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- Figure 11: Household size, by race and Hispanic origin, 2019
- Same number of adults, but more children in Black households
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- Figure 12: Average number of people per family household, by race/Hispanic origin, 2019
- More diversity in living arrangements
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- Figure 13: Household type, by race/Hispanic origin, 2019
- Black consumers account for about 13% of total population or 44.7 million
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Black Consumers and Household Cleaning – Market Size Estimate
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- COVID-19 concerns boost the household cleaning market overall
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- Figure 14: Total spending on household cleaning, at current prices, 2015-25
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- Figure 15: Key drivers affecting Mintel’s total market household cleaning forecast, 2019-25 (updated July 31, 2020)
- Black consumer spending spikes
- Figure 16: Black consumer spending on household cleaning and percentage of total, at current prices, 2015-20
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- Figure 17: Black consumer spending on household cleaning, at current prices, and annual change, 2015-20
- Impact of COVID-19 on Black consumers and household cleaning
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- Figure 18: Lifestyle changes due to coronavirus outbreak, by total, Black total and gender, April 10-16, 2020
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- Figure 19: Short, medium and long-term impact of COVID-19 on household cleaning and Black consumers, October 2020
- Lockdown
- Re-emergence
- Recovery
- Learnings from the last recession
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- Figure 20: Consumer spending on household cleaning and paper products, annual, 2000-19 and Q1 2020
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Market Share
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- Black households spend a greater share of household budget on laundry and cleaning supplies
- Figure 21: US housekeeping supplies expenditures, by race, 2019
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Market Factors
- The Black population is more vulnerable to COVID-19
- Figure 22: Difference between COVID-19 and unweighted/weighted* population, by race and Hispanic origin, September 2020
- Black consumers’ homeownership is lower, impacts household appliance ownership
- Figure 23: Homeownership rate, by race and Hispanic origin, 2008-18
- Less square footage means less to clean
- Figure 24: US number of bedrooms and bathrooms* in all occupied units, by race, 2019
- Drop in unemployment, reduced financial relief show mixed economic reality
- Figure 25: Total and Black labor force participation and unemployment, January 2010-September 2020
- The Black population is more vulnerable to COVID-19
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Market Opportunities
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- Highlight convenience and safety of ecommerce
- Figure 26: Walmart+ membership, September 2020
- Don’t forget the dollar stores – particularly for laundry and aircare
- Figure 27: Retailers shopped in past six months for surface cleaners, by race and Hispanic origin, May 2020
- Relate to your audience
- Figure 28: Pine-Sol Deeper than Clean, September 2020
- Potential to call out COVID-19
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- Figure 29: Household cleaners – International – COVID-19 claims, August-September 2020
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Companies and Brands – Key Takeaways
- When safety is at stake, two brands make it their priority to drive trust
- Green only goes so far
- Black consumers’ brand preferences vary by category
- When safety is at stake, two brands make it their priority to drive trust
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Competitive Strategies
- Top brands expand influence with strategic partnerships for public spaces
- Clorox partnerships
- Lysol partnerships
- Consumer impact
- P&G addresses racial inequality
- “Green” garners general market appeal, Black consumers are less likely to be convinced
- Figure 30: Natural/eco-friendly cleaning products
- Private label turns up the pressure
- Figure 31: Private label competitors in household care
- Amazon offers stiffer competition
- Figure 32: Amazon.com private label homecare products
- Top brands expand influence with strategic partnerships for public spaces
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Product Categories and Brands
- Black consumers use a greater variety of household cleaning products
- Figure 33: Number of household cleaning products used, by all and Black consumers, April 2019-June 2020
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- Figure 34: Household use of cleaning products – Product types, by all and Black consumers, April 2019-June 2020
- Dishwashing products
- Figure 35: Household use of dishwashing products, by all and Black consumers, April 2019-June 2020
- Companies and brands
- Figure 36: Brands most often – Dishwashing liquid, by all and Black consumers, April 2019-June 2020
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- Figure 37: Brands most often – Automatic dishwashing detergent, by all and Black consumers, April 2019-June 2020
- Deodorizers and floor cleaners
- Figure 38: Household use of floor cleaners/room deodorizers, by all and Black consumers, April 2019-June 2020
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- Figure 39: Flooring in the home, by room, by all and Black/White consumers, March 2020
- Companies and brands
- Figure 40: Brands most often – Floor wax or polish, by all and Black consumers, April 2019-June 2020
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- Figure 41: Brands most often – Air freshener sprays/room deodorizer, by all and Black consumers, April 2019-June 2020
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- Figure 42: Brands most often – Fabric/carpet deodorizers/fresheners, by all and Black consumers, April 2019-June 2020
- Kitchen and bathroom cleaners
- Figure 43: Household use of kitchen/bathroom cleaners, by all and Black consumers, April 2019-June 2020
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- Figure 44: Brands most often – In-tank toilet cleaners, by all and Black consumers, April 2019-June 2020
- Laundry products
- Figure 45: Household use of laundry products, by all and Black consumers, April 2019-June 2020
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- Figure 46: Brands most often – Laundry soaps/detergents, by all and Black consumers, April 2019-June 2020
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- Figure 47: Types most often and also – Laundry soaps/detergents, by all and Black consumers, April 2019-June 2020
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- Figure 48: Brands most often – Bleach (for laundry), by all and Black consumers, April 2019-June 2020
- Black consumers use a greater variety of household cleaning products
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The Consumer – Key Takeaways
- Varying attitudes toward cleaning results in different priorities and approaches
- Household cleanliness is a high priority
- Multipurpose is a must, demonstrates that convenience remains a consideration
- Natural and sustainable are nice, performance is critical
- With a focus on health, a clean home takes on greater meaning
- Varying attitudes toward cleaning results in different priorities and approaches
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The Black Consumer: Household Cleaning Segments
- Four segments of Black adults who clean present different opportunities
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- Figure 49: Black consumer household cleaning segments, February 2018 and March 2020
- Basic Cleaners just want to get the job done
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- Figure 50: Profile of Basic Cleaners segment, March 2020
- Green Cleaners invest in safe sanitation
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- Figure 51: Profile of Green Cleaners segment, March 2020
- Stringent Cleaners take homecare personally
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- Figure 52: Profile of Stringent Cleaners segment, March 2020
- For Easy Cleaners, it’s (almost) all about the money
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- Figure 53: Profile of Easy Cleaners, March 2020
- Four segments of Black adults who clean present different opportunities
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Household Cleaning and Shopping Responsibility
- Nearly all Black consumers clean their homes and shop for products
- Figure 54: Household cleaning responsibilities, by Black/all/White and gender, March 2020 and January 2020
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- Figure 55: Household cleaning product shopping responsibilities, by Black/all/White and gender, March 2020 and January 2020
- Prioritize Green Cleaners and Stringent Cleaners
- Figure 56: Household cleaning responsibilities, by Black consumer cleaning segments, March 2020
- Walmart’s selection and low prices makes it the top retailer
- Figure 57: Black consumers’ preferred grocery shopping locations, October 2019
- Nearly all Black consumers clean their homes and shop for products
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Change in Cleaning Frequency
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- Black women are putting a higher priority on cleaning due to COVID-19
- Figure 58: Higher spending priority for household care products, by Black and White women, April-September 2020
- Anticipate increased time and energy dedicated to the home
- Figure 59: Cleaning frequency compared to a year ago, by Black/all/White and gender, March 2020 and January 2020
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- Figure 60: Average hours per day engaged in household activities (including travel), by Black/all/White and gender, 2003-19
- Green Cleaners are most likely to increase their cleaning frequency
- Figure 61: Cleaning frequency compared to a year ago, by Black consumer cleaning segments, March 2020
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Reasons for Cleaning More Frequently
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- Disinfecting is more important than appearances
- Figure 62: Black consumers’ reasons for cleaning more often, March 2020
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- Figure 63: Increased use of disinfectants/household cleaning products due to COVID-19, by Black/all/White and gender, April 10-16, 2020
- Cleaning isn’t always a thankless chore
- Figure 64: Reasons for cleaning more often – Women, by Black/White and indexed to all, March 2020 and January 2020
- Cleaning segments have different motivations for increased cleaning
- Figure 65: Cleaning frequency compared to a year ago, by Green Cleaners segment, March 2020
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- Figure 66: Cleaning frequency compared to a year ago, by Stringent Cleaners segment, March 2020
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Important Cleaning Product Attributes
- Functional attributes are at the forefront
- Figure 67: Important cleaning product attributes, by Black/White and indexed to all, March 2020 and January 2020
- Brand and natural ingredients gain ground
- Figure 68: Cleaning product attributes important to Black consumers, February 2018 and March 2020
- TURF shows that secondary attributes can lead to broader appeal
- Figure 69: TURF analysis – Cleaning product attributes important to Black consumers, March 2020
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- Figure 70: Table – TURF analysis – Cleaning product attributes important to Black consumers, March 2020
- TURF methodology
- Across all cleaning segments, fundamentals are first
- Figure 71: Important cleaning product attributes, by Black consumer cleaning segments, March 2020
- Functional attributes are at the forefront
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Attitudes and Behaviors toward Cleaning Equipment
- In the contest between reusability vs sustainability, hygiene wins
- Figure 72: Attitudes and behaviors toward cleaning equipment – Women, by Black/White and indexed to all, March 2020 and January 2020
- Middle-aged Black women want the convenience of disposability
- Figure 73: Black consumers’ attitudes and behaviors toward cleaning equipment – Reusability, by gender and age, March 2020
- In the contest between reusability vs sustainability, hygiene wins
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Attitudes toward Cleaning
- Black consumers see their home as a reflection of themselves
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- Figure 74: Black consumers’ feelings about home, by gender and age, March 2020
- Break the cognitive link that convenience means sacrificing performance
- Figure 75: Black consumers’ feelings about convenience and cleaning, by gender and age, March 2020
- Basic products are good enough as long as they disinfect
- Figure 76: Black consumers’ feelings about cleaning product performance, by gender, March 2020
- Older Black women need a compelling reason to break their routines
- Figure 77: Black women’s feelings about cleaning product performance, by age, March 2020
- Natural is nice but not necessary
- Figure 78: Black consumers’ feelings about cleaning product ingredients/health, March 2020
- Black consumers see their home as a reflection of themselves
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Demographic data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Data sources
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Appendix – The Market
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- Figure 79: Black consumer/total spending on household cleaning, at current prices, 2015-20/2015-25
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Appendix – The Consumer
- Important cleaning product attributes
- TURF methodology
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- Figure 80: Important cleaning product attributes – Women, by Black/White and indexed to all, March 2020 and January 2020
- Important cleaning product attributes
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Appendix – Mintel Trend Drivers
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- Figure 81: Mintel Consumer Trend Drivers and Pillars
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