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Attitudes Towards Household Cleaning - UK - March 2009

The economic downturn presents the household cleaning product market (valued at nearly £2.6 billion in 2008) and household cleaning appliances (£1.7 billion) with challenges and opportunities.

Against the backdrop of the recession, occasional spending markets including household cleaning are likely to suffer as consumers rein in spending.

In this report, Mintel looks at how understanding the emotional factors at play when doing the housework can offer new opportunities within the household cleaning industry, particularly by looking at past product performance to help people view doing housework as less of a chore.

Key report themes

  • Pain or pleasure: a major theme of this report is the examination of what makes some household chores more pleasurable than others.

  • Product launches: Mintel monitors launch activity to reveal key drivers, eg creating a ‘new need’, tapping into the convenience driver and ambience creation.

  • Environmental concerns: now a mainstream consumer issue rather than a niche concern, Mintel examines its impact on the household cleaning market.

  • The gender debate: this report looks at why it is that women do most of the household chores and how they feel about it.

  • Leisure time: Mintel reviews other activities that compete for people’s ‘occasional’ spend and leisure time in the home.

  • The impact of attitudes and marketing on interest in and the frequency of cleaning.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Household cleaning products
            • Household appliances
            • Future Opportunities

              • Extending the love of laundry
                • One scent
                  • Insights
                    • Hoovering for health
                      • Focusing on fitness to forget about the chore
                        • Insights
                        • Market in Brief

                          • The impact of attitudes on market sales
                            • Hatred of housework
                              • Are men’s standards lower than women’s?
                                • Overcoming apathy to cleaning
                                  • Key cleaning motivations
                                    • What attitudes will prevail?
                                    • Internal Market Environment

                                      • Key points
                                        • How clean is your house?
                                          • Figure 1: Selected attitudes towards housework, GB, 2004-08
                                        • More relaxed approach to cleaning
                                          • Ownership of household appliances
                                            • Figure 2: Trends in ownership of household appliances, 2004-08
                                          • Appliances make light of the task
                                            • Number of bathrooms
                                              • Figure 3: Number of bathrooms in home, 2004-08
                                            • Allergies and skin conditions
                                              • Selected minor ailments and skin conditions
                                                • Figure 4: Selected minor ailments and skin conditions suffered from in the last 12 months, GB, 2004-08
                                              • Further potential for allergy-oriented products
                                                • Figure 5: Allergies that people are prone to, GB, 2008
                                            • Broader Market Environment

                                              • Key points
                                                • Smaller households, bigger lethargy
                                                  • Figure 6: Trends in UK household size, 2003-13
                                                • Working status of women
                                                  • Figure 7: Working status of women, 2004-08
                                                • Green issues
                                                • Competitive Context

                                                  • Key points
                                                    • Chore vs enjoyment
                                                      • Leisure
                                                        • Keep-fit and keep clean
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Innovation focuses on least hated chore
                                                              • Figure 8: UK GNPD – launches of household cleaning products, percentage breakdown, 2003-08
                                                            • Innovation lacking amongst products for hated chores
                                                              • Launch activity by subcategory
                                                                • Figure 9: UK GNPD – key subcategories for launch activity, 2003-08
                                                              • Product positioning trends
                                                                • Figure 10: UK GNPD – leading five positioning claims for household cleaning product launches, 2006-08
                                                              • Surge in environmentally friendly products
                                                                • Botanical beauty
                                                                  • Feel the force
                                                                  • Market Size and Segmentation of Household Cleaning Products

                                                                    • Key points
                                                                      • Value sales of household cleaning products
                                                                        • Figure 11: UK value sales of household cleaning products and appliances, 2003-08
                                                                      • Ambience and convenience most attractive
                                                                        • Figure 12: UK retail value sales of household cleaning, by sector, 2003-08
                                                                      • Convenience is key
                                                                        • Dishwashing detergents doing well
                                                                          • Tapping into consumer interest
                                                                          • Brand Communication and Promotion

                                                                            • Key points
                                                                              • Main monitored adspend
                                                                                • Figure 13: Main monitored media advertising spend on household cleaning*, 2004-08
                                                                              • Support for the spring clean
                                                                                • Figure 14: Main monitored media advertising spend on household cleaning products and appliances, by month, 2004-08
                                                                              • Leading advertisers
                                                                                • Figure 15: Leading advertisers in household products and appliances, 2008
                                                                              • Adspend by subcategory
                                                                                • Figure 16: Main monitored media advertising spend on household cleaning, by sub-category, 2004-08
                                                                              • Categories benefiting from higher adspend
                                                                                • Marketing themes
                                                                                  • Surviving family life
                                                                                    • Making tough jobs easier
                                                                                      • Caring about the environment
                                                                                        • Retailers focus on discounts
                                                                                          • Future marketing themes
                                                                                          • Consumer Usage of Household Cleaning Products

                                                                                            • Key points
                                                                                              • Household cleaning products
                                                                                                • Trends in frequency of use
                                                                                                  • Figure 17: Trends in frequency of using household cleaning products, by type, 2004-08
                                                                                                • Household cleaners
                                                                                                  • Hands-off approach drives use of lavatory cleaners
                                                                                                    • Bleach on a budget
                                                                                                      • Household fresheners
                                                                                                        • Figure 18: Penetration and frequency of using air fresheners, GB, 2004-08
                                                                                                      • Dishwashing detergents
                                                                                                        • Figure 19: Trends in usage of dishwashing detergents, 2004-08
                                                                                                      • Clothes-washing detergents
                                                                                                        • Figure 20: Trends in usage of home laundry products, 2004-08
                                                                                                    • Consumer Apathy Towards Individual Chores

                                                                                                      • Key points
                                                                                                        • Hot issue – oven cleaning is most hated chore
                                                                                                            • Figure 21: Apathy towards household chores, November 2008
                                                                                                          • Young dislike the dirty jobs
                                                                                                            • The kitchen – keeping up appearances
                                                                                                              • Leave it for another day
                                                                                                                • Age mobility
                                                                                                                  • Male/female divide
                                                                                                                    • Figure 22: Most hated household chores, by gender, November 2008
                                                                                                                  • Beauty benefits laundry
                                                                                                                    • Appliance ownership increases tolerance of chores
                                                                                                                      • Figure 23: Dislike of doing the dishes and cleaning the kitchen, by dishwasher ownership, November 2008
                                                                                                                    • Little love for household chores
                                                                                                                      • Figure 24: Number of household chores that adults hate doing, November 2008
                                                                                                                  • Consumer Approach to Cleaning and Tidying

                                                                                                                    • Key points
                                                                                                                      • Approach to cleaning
                                                                                                                          • Figure 25: Approach to cleaning and tidying, November 2008
                                                                                                                        • Women most likely to keep up appearances
                                                                                                                          • Under-25s less house-proud
                                                                                                                            • Differentiating between clean and tidy
                                                                                                                              • Division of chores
                                                                                                                                • Figure 26: Apathy towards household chores, by division of responsibilty of housework, November 2008
                                                                                                                              • Those who share the chores are least likely to hate them
                                                                                                                                • Gender and its influence
                                                                                                                                  • Figure 27: Attitudes towards cleaning, by gender, November 2008
                                                                                                                                • Household still women’s work
                                                                                                                                  • The shirkers
                                                                                                                                    • On top of the housework or overwhelmed
                                                                                                                                      • Target groups
                                                                                                                                        • Figure 28: On top and overwhelmed target groups, November 2008
                                                                                                                                      • On top
                                                                                                                                        • Who are they?
                                                                                                                                          • In between/neither
                                                                                                                                            • Who are they?
                                                                                                                                              • Overwhelmed
                                                                                                                                                • Who are they?
                                                                                                                                                • Consumer Attitudes Towards Household Cleaning

                                                                                                                                                  • Key points
                                                                                                                                                    • Attitudes towards household cleaning
                                                                                                                                                        • Figure 29: Attitudes towards household cleaning, November 2008
                                                                                                                                                      • Embarrassment offers opportunities
                                                                                                                                                        • The need for gender realignment
                                                                                                                                                          • ‘I hate cleaning’
                                                                                                                                                            • Figure 30: Most hated chores among those who hate cleaning, November 2008
                                                                                                                                                          • Target groups – by extent of hatred of chores
                                                                                                                                                            • Figure 31: On top and Overwhelmed target groups, by the number of household chores that adults hate doing, November 2008
                                                                                                                                                          • Overload for the Overwhelmed
                                                                                                                                                            • Target groups – by attitudes towards household cleaning
                                                                                                                                                              • Figure 32: Target groups, by attitudes towards household cleaning, November 2008
                                                                                                                                                            • Show home
                                                                                                                                                              • Show home or on show?
                                                                                                                                                                • Who are they?
                                                                                                                                                                  • Reluctant Cleaners
                                                                                                                                                                    • There are better things to do
                                                                                                                                                                      • Who are they?
                                                                                                                                                                        • Relaxed Approach
                                                                                                                                                                          • The difference between clean and tidy
                                                                                                                                                                            • Who are they?
                                                                                                                                                                              • Duty Bound
                                                                                                                                                                                • Home making
                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                  • Appendix

                                                                                                                                                                                    • Consumer research
                                                                                                                                                                                      • ACORN
                                                                                                                                                                                        • Advertising data
                                                                                                                                                                                          • Abbreviations
                                                                                                                                                                                          • Appendix – Consumer Apathy Towards Chores

                                                                                                                                                                                              • Figure 33: Consumer apathy towards household chores, by demographic sub-group, November 2008
                                                                                                                                                                                              • Figure 34: Consumer apathy towards household chores, by demographic sub-group, November 2008
                                                                                                                                                                                            • Number of chores hated
                                                                                                                                                                                              • Figure 35: Number of household chores that adults hate doing, by type of chores, November 2008
                                                                                                                                                                                              • Figure 36: Number of household chores that adults hate doing, by demographic sub-group, November 2008
                                                                                                                                                                                          • Appendix – Consumer Approach to Cleaning and Tidying

                                                                                                                                                                                              • Figure 37: Consumer approach to cleaning and tidying, by demographic sub-group, November 2008
                                                                                                                                                                                              • Figure 38: Consumer approach to cleaning and tidying, by demographic sub-group, November 2008
                                                                                                                                                                                            • Target groups
                                                                                                                                                                                              • Figure 39: On top and Overwhelmed target groups, by demographic sub-group, November 2008
                                                                                                                                                                                          • Appendix – Consumer Attitudes Towards Household Cleaning

                                                                                                                                                                                              • Figure 40: Consumer attitudes towards household cleaning, by demographic sub-group, November 2008
                                                                                                                                                                                              • Figure 41: Consumer attitudes towards household cleaning, by demographic sub-group, November 2008
                                                                                                                                                                                            • Target groups
                                                                                                                                                                                              • Figure 42: Target groups on attitudes towards household cleaning, by demographic sub-group, November 2008
                                                                                                                                                                                            • Cross-tabulation of target groups, by attitude
                                                                                                                                                                                              • Figure 43: Cross-tab of target groups on attitudes towards household cleaning, November 2008
                                                                                                                                                                                              • Figure 44: Target groups on attitudes towards household cleaning, by approach to cleaning and tidying, November 2008
                                                                                                                                                                                              • Figure 45: Target groups on attitudes towards household cleaning, by attitudes towards household cleaning, November 2008
                                                                                                                                                                                              • Figure 46: Target groups on attitudes towards household cleaning, by on top and Overwhelmed target groups, November 2008
                                                                                                                                                                                              • Figure 47: Target groups on attitudes towards household cleaning, by number of household chores that adults hate doing, November 2008

                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                          • Argos
                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                          • British Market Research Bureau (BMRB)
                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                          • Daily Express
                                                                                                                                                                                          • Daily Mail
                                                                                                                                                                                          • Daily Star (The)
                                                                                                                                                                                          • Ecover UK
                                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                                          • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                          • Primark Stores Ltd
                                                                                                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                                                                                                          • PZ Cussons
                                                                                                                                                                                          • Reckitt Benckiser (UK)
                                                                                                                                                                                          • SC Johnson UK
                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                          • The Sun
                                                                                                                                                                                          • Unilever Plc

                                                                                                                                                                                          Attitudes Towards Household Cleaning - UK - March 2009

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