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.
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.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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