Cleaning in and around the Home - UK - August 2016

OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Average household becoming smaller
Figure 1: UK households, by size, 2011-21
A fall in the amount of time spent cleaning
Figure 2: Average time spent cleaning indoors in hours and minutes per week, by parental status, May 2016
Older groups most likely to spend longer maintaining outdoor space
Figure 3: Average time spent maintaining outside space in hours and minutes per week, by age, May 2016
Cleaning is mostly unplanned
Figure 4: Unplanned cleaning vs scheduled cleaning, May 2016
Multipurpose favoured over specialised products
Figure 5: Multipurpose cleaners vs specialised cleaners, May 2016
A balance between speed and thoroughness
Figure 6: A thorough clean vs speedy cleaning, May 2016
Oven cleaning least enjoyed task
Figure 7: Least enjoyed cleaning tasks in and around the home, May 2016
Pride in home and preserving healthiness two drivers of cleaning
Figure 8: Attitudes towards cleaning the home, May 2016
What we think
ISSUES AND INSIGHTS
Overturning the image of cleaning as a chore
The facts
The implications
Adding technology to the cleaning process
The facts
The implications
Engaging younger groups with outside space
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Number of families with young children looks set to decline
Average household size falls
Uncertainty after the EU referendum
Rise in multipurpose products
Urbanisation has knock-on effects for outside space
MARKET DRIVERS
Number of families with young children likely to decline…
Figure 9: Trends in the age structure of the UK population, 2011-21
...whilst seniors increase in number
Household size falling
Figure 10: UK households, by size, 2011-21
A period of economic uncertainty
Figure 11: Trends in how respondents would describe their financial situation, February 2009-July 2016
Exit from EU has knock-on effect on product regulations
Shift towards multipurpose products
A need to increase renter pride in their home
Figure 12: Proportion of dwelling stock by tenure, 2003-14
Urbanisation likely to limit presence and size of outdoor spaces
Home is where the heart is
Figure 13: Agreement with attitudes regarding time at home, November 2015
Benefits of gardening
Figure 14: Agreement with attitudes towards the garden or outdoor space, April 2016
THE CONSUMER – WHAT YOU NEED TO KNOW
Household income a main influencer on size of home
Majority of people take some responsibility for cleaning
Time spent cleaning indoors drops from 2014
Less time spent maintaining outdoor space
Consumers are time-pressed
Cleaning the oven is least enjoyed
Emotional benefits from cleaning, but it is still seen as a chore
STRUCTURE OF THE HOME
Vast majority have some kind of outdoor space
Figure 15: Presence of outdoor space, May 2016
Location and income have strong influence on amount of outdoor space
Figure 16: Repertoire of outdoor spaces, May 2016
A quarter have an open plan kitchen
Figure 17: Type of kitchen in the home, May 2016
Less than half have a separate dining area
Figure 18: Presence of separate dining room in the home, by household income, May 2016
Three-bedroom properties most common
Figure 19: Number of rooms in the home, May 2016
RESPONSIBILITY FOR CLEANING AND MAINTAINING THE HOME
Vast majority take part in cleaning the home
Figure 20: Responsibility for cleaning indoors, by gender, May 2016
Nine out of 10 responsible for outdoor spaces
Figure 21: Responsibility for maintaining outdoor space, May 2016
TIME SPENT CLEANING INDOORS
A gender imbalance
Figure 22: Average time spent cleaning indoors in hours and minutes per week, by gender, May 2016
Parents spend far longer cleaning
Figure 23: Average time spent cleaning indoors in hours and minutes per week, by household size and parental status, May 2016
Average time spent cleaning falls since 2014
Figure 24: Average time spent cleaning indoors in hours and minutes per week, by multipurpose cleaners vs specialised cleaners, May 2016
TIME SPENT MAINTAINING OUTDOOR SPACE
Age is a major differentiator on maintaining outdoor space
Figure 25: Average time spent maintaining outdoor space in hours and minutes per week, by age, May 2016
Area of the country also has an impact
Figure 26: Average time spent maintaining outdoor space in hours and minutes per week, by area, May 2016
Larger number of outdoor spaces drives up average
Figure 27: Time spent maintaining outdoor space in hours and minutes per week, by repertoire of outdoor space, May 2016
CLEANING BEHAVIOURS
Cleaning not generally pre-planned
Figure 28: Unplanned cleaning vs scheduled cleaning, May 2016
Most do cleaning in different stages
Figure 29: Cleaning a little at a time vs cleaning in one session, May 2016
A quarter only clean based on visual cues
Figure 30: Reactive cleaning vs proactive cleaning, May 2016
Multipurpose favoured over specialised products
Figure 31: Multipurpose cleaners vs specialised cleaners, May 2016
A balance between time spent cleaning and results
Figure 32: A thorough clean vs speedy cleaning, May 2016
Many children do their bit
Figure 33: Children’s involvement in cleaning, May 2016
CLEANING TASKS LEAST ENJOYED
Cleaning the oven is least enjoyed task
Figure 34: Least enjoyed cleaning tasks in and around the home, May 2016
Brands could look to increase convenience
ATTITUDES TOWARDS CLEANING THE HOME
Pride and healthiness are drivers of cleaning
Figure 35: Attitudes towards cleaning the home, May 2016
Few people actively enjoy cleaning
Figure 36: New Cillit Bang advertising campaign, July 2016
Brand and price not necessarily indicators of product quality
Environment continues to be a noted issue
TARGET GROUPS
Figure 37: Target groups, May 2016
Figure 38: Average time spent cleaning indoors in hours and minutes per week, by target group, May 2016
Price Conscious Cleaners
Figure 39: Attitudes towards cleaning the home, by target groups, May 2016
Disengaged Cleaners
Figure 40: A thorough clean vs speedy cleaning, by target groups, May 2016
Constant Cleaners
Figure 41: Reactive cleaning vs proactive cleaning, by target groups, May 2016
Indiscriminate Cleaners
Figure 42: Attitudes towards cleaning the home, by target groups, May 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
APPENDIX – THE CONSUMER
Figure 43: Launches in the hard surface cleaning category, % share by sub-category, January 2015-June 2016
Figure 44: Leading claims in household hard surface cleaning launches*, by top claims in 2015, January 2015-June 2016