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Preparing for Guests - UK - December 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
Market drivers
Projected growth in number of households
Spotlight on kitchens
Figure 1: Arrangement of eating areas and kitchens, July 2013 and June 2014
The consumer
Vast majority of people do some home entertaining
Figure 2: Incidence of different forms of entertaining at home, August 2014
Cleaning the toilet the top priority
Figure 3: Tasks prioritised when preparing for the visit of guests (top five), August 2014
Guests trigger extra cleaning of the home
Figure 4: Attitudes towards preparing for guests, August 2014
Improving home ambience through freshening rooms
Figure 5: Interest in buying products specifically because guests are coming to stay, August 2014
Outdoor space important for summer entertaining
Figure 6: Incidence of outdoor space and use for entertaining guests among those entertaining at home, August 2014
Opportunity for outdoor cleaning products
Figure 7: Outdoor space and preparing it for entertaining guests, August 2014
Seasonal bursts of cleaning activity
Figure 8: Triggers or times of year for deep cleaning of the home, August 2014
What we think
ISSUES AND INSIGHTS
Influence of home entertaining on sales of household care products
The facts
The implications
Adding value through linking products to the overnight stay of guests
The facts
The implications
Timing of campaigns for promoting deep cleaning of the home
The facts
The implications
TREND APPLICATION
Trend: Prepare for the Worst
Trend: Sense of the Intense
Trend: Help Me Help Myself
MARKET DRIVERS
Key points
Number of households increasing
Figure 9: UK households, by size, 2009-19
Growth in older Millennials important for home entertaining
Figure 10: Trends in the age structure of the UK population, 2009-19
Kitchen dining and open-plan living put spotlight on kitchen
Figure 11: Arrangement of eating areas and kitchens, July 2013 and June 2014
Pressure on bathroom space makes them a cleaning priority
Figure 12: Bathrooms, shower rooms, wet rooms or cloakrooms at home, 2012-14
Three-bedroom homes most common but growing trend to smaller properties
Figure 13: Number of bedrooms in homes, in England and Wales, 2013
Strong interest in home entertaining
Figure 14: Agreement with statements on eating/drinking occasions in the home, December 2011
THE CONSUMER – FREQUENCY OF ENTERTAINING AT HOME
Key points
Majority of people do at least some entertaining
Figure 15: Frequency of different forms of entertaining at home, August 2014
Sit-down meals with guests an infrequent affair
Figure 16: Incidence of home entertaining more than once a month with an informal meal and drinks or a sit-down meal, by age, August 2014
Overnight stays most likely to be once a month or less often
THE CONSUMER – TASKS PRIORITISED WHEN PREPARING FOR THE VISIT OF GUESTS
Key points
Cleaning toilets and vacuuming considered most important
Figure 17: Tasks prioritised when preparing for the visit of guests (top five), August 2014
Figure 18: Tasks prioritised when preparing for the visit of guests, by ranking, August 2014
Other tasks a lower priority
THE CONSUMER – ATTITUDES TOWARDS PREPARING FOR GUESTS
Key points
Extra cleaning effort goes into preparing for guests
Figure 19: Attitudes towards preparing for guests, August 2014
Leaving a positive impression on guests is important
Figure 20: Importance attached to look and smell of home, by age and socio-economic group, August 2014
Avoiding unexpected guests seeing the house in a mess
Figure 21: Fear of unexpected guests seeing home in a mess and proportion of people describing themselves as house proud, by gender and age, August 2014
Lived-in rather than show home look
THE CONSUMER – INTEREST IN BUYING PRODUCTS FOR OVERNIGHT GUESTS
Key points
Interest in products for creating a fresh-smelling home
Figure 22: Interest in buying products specifically because guests are coming to stay, August 2014
Figure 23: Products people would consider buying if guests were coming to stay – Toilet fresheners and air fresheners, by age, August 2014
Scented candles a way of creating a good ambience
Figure 24: Products people would consider buying if guests were coming to stay – Scented candles and carpet/upholstery freshener, by gender and age, August 2014
Premium household paper products for guests
Figure 25: Products people would consider buying if guests were coming to stay – Boxes of tissues for the guest bedroom and paper napkins for the dining table, by age and socio-economic group, August 2014
Personal care products to add luxury to a guest’s stay
THE CONSUMER – OUTDOOR SPACE AND ENTERTAINING GUESTS
Key points
Half of home entertainers use outdoor space for guests
Figure 26: Incidence of outdoor space and use for entertaining guests among those entertaining at home, August 2014
Figure 27: Proportion of people with outdoor space that they use for entertaining guests, by socio-economic group and size of household, August 2014
Outdoor space popular for summer entertaining
Figure 28: Outdoor space and preparing it for entertaining guests, August 2014
Tidying up outdoor areas before entertaining guests
Spring cleaning of the garden and outdoor areas
Barbecues an important part of outdoor entertaining
Figure 29: Proportion of people often doing a barbecue when entertaining guests at home in the spring/summer and agreeing cleaning the barbecue is one of the hardest cleaning jobs, by age, August 2014
THE CONSUMER – TRIGGERS OR TIMES OF YEAR FOR DEEP CLEANING OF THE HOME
Key points
Bursts of deep cleaning throughout the year
Figure 30: Triggers or times of year for deep cleaning of the home, August 2014
Christmas and other festive celebrations trigger cleaning
Figure 31: Seasonal deep cleaning activity, by gender and age, August 2014
Parties and moving home also bring cleaning bursts
Figure 32: Parties and moving home/landlord inspections as triggers for deep cleaning, by gender and age, August 2014

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