Black Consumers and Household Cleaning Trends: Incl Impact of COVID-19 - US - November 2020

OVERVIEW
What you need to know 
Key issues covered in this Report
Definition 
Scope
COVID-19: market context
Economic and other assumptions
EXECUTIVE SUMMARY 
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
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
THE MARKET – KEY TAKEAWAYS
Black consumers increasing their share of spend on household cleaning
eCommerce is niche but growing 
BLACK CONSUMERS BY THE NUMBERS
Black consumers account for about 13% of total population or 44.7 million
Figure 8: US population – Number and share, by Black vs non-Black, 2015-25
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
Figure 10: Household income, by race and Hispanic origin, 2018
Household structure impacts cleaning needs
Black adults are more likely to live alone
Figure 11: Household size, by race and Hispanic origin, 2019
Same number of adults, but more children in Black households
Figure 12: Average number of people per family household, by race/Hispanic origin, 2019
More diversity in living arrangements
Figure 13: Household type, by race/Hispanic origin, 2019
BLACK CONSUMERS AND HOUSEHOLD CLEANING – MARKET SIZE ESTIMATE
COVID-19 concerns boost the household cleaning market overall 
Figure 14: Total spending on household cleaning, at current prices, 2015-25
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
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
Figure 18: Lifestyle changes due to coronavirus outbreak, by total, Black total and gender, April 10-16, 2020
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
Figure 20: Consumer spending on household cleaning and paper products, annual, 2000-19 and Q1 2020
MARKET SHARE
Black households spend a greater share of household budget on laundry and cleaning supplies
Figure 21: US housekeeping supplies expenditures, by race, 2019
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
MARKET OPPORTUNITIES 
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
Figure 29: Household cleaners – International – COVID-19 claims, August-September 2020
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
COMPETITIVE STRATEGIES
Top brands expand influence with strategic partnerships for public spaces
Clorox partnerships 
Lysol partnerships 
Consumer impact
P&amp;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
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
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
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
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
Figure 41: Brands most often – Air freshener sprays/room deodorizer, by all and Black consumers, April 2019-June 2020
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
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
Figure 46: Brands most often – Laundry soaps/detergents, by all and Black consumers, April 2019-June 2020
Figure 47: Types most often and also – Laundry soaps/detergents, by all and Black consumers, April 2019-June 2020
Figure 48: Brands most often – Bleach (for laundry), by all and Black consumers, April 2019-June 2020
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 
THE BLACK CONSUMER: HOUSEHOLD CLEANING SEGMENTS
Four segments of Black adults who clean present different opportunities
Figure 49: Black consumer household cleaning segments, February 2018 and March 2020
Basic Cleaners just want to get the job done
Figure 50: Profile of Basic Cleaners segment, March 2020
Green Cleaners invest in safe sanitation
Figure 51: Profile of Green Cleaners segment, March 2020
Stringent Cleaners take homecare personally
Figure 52: Profile of Stringent Cleaners segment, March 2020
For Easy Cleaners, it’s (almost) all about the money
Figure 53: Profile of Easy Cleaners, March 2020
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
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
CHANGE IN CLEANING FREQUENCY
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
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
REASONS FOR CLEANING MORE FREQUENTLY
Disinfecting is more important than appearances
Figure 62: Black consumers’ reasons for cleaning more often, March 2020
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
Figure 66: Cleaning frequency compared to a year ago, by Stringent Cleaners segment, March 2020
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
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
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
ATTITUDES TOWARD CLEANING 
Black consumers see their home as a reflection of themselves
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
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Forecast
Demographic data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET
Figure 79: Black consumer/total spending on household cleaning, at current prices, 2015-20/2015-25
APPENDIX – THE CONSUMER
Important cleaning product attributes
TURF methodology
Figure 80: Important cleaning product attributes – Women, by Black/White and indexed to all, March 2020 and January 2020
APPENDIX – MINTEL TREND DRIVERS
Figure 81: Mintel Consumer Trend Drivers and Pillars