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Automotive Cleaning Products - US - August 2012

The vast majority of vehicle owners wash/clean their cars. With more than 250 million registered vehicles on the road, according to the U.S. Department of Transportation, how marketers can reach these car owners regarding auto cleaning methods is of great importance.

In this report, Mintel presents consumer attitudes regarding automotive cleaning habits: how do consumers wash/clean their cars and what are the motivating factors driving them to clean? At the heart of this report is Mintel’s exclusive consumer research and the key focus is on:

  • Trends driving the greater automotive market, such as new-car sales and the age of cars on the road, and how these trends effect automotive cleaning industry
  • Attitudes and behavior of consumers regarding how they wash their cars, what products they buy, and the primary reasons for washing their cars
  • Mintel connects these findings throughout the report in ways that are valuable to makers and marketers of automotive cleaning products with impactful analysis, discussion, and insight including:
  • How do men and women experience car washing differently, and what can marketers do to best reach consumers of each gender?
  • How do demographic splits such as age, race and household income affect consumer behavior and attitude regarding automotive cleaning products? What themes can marketers utilize to best reach their intended audience?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • Market factors
                          • Car sales picking up
                            • Figure 1: Total U.S. unit sales of cars and light trucks, 2006-11
                          • Meguiar’s knows car enthusiasts come in many shapes and sizes
                            • Aging car parc
                              • Figure 2: Average age and number of passenger cars and light trucks in operation, 2006-11
                            • Conservation is the trend, water-recycling technology helps car wash facilities
                              • Frugality still rules
                                • The consumer
                                  • AutoZone is the most popular destination for cleaning products
                                    • Men uphold car culture stereotype
                                      • Figure 3: Incidence of at least monthly auto interior/exterior cleaning, by gender, March 2012
                                    • Presence of children correlates with car cleaning…
                                      • Figure 4: Auto interior cleaning products owned or purchased in past year, by presence of children in household, March 2012
                                    • …but everyday dirt and grime is the major reason for cleaning
                                      • Figure 5: Reasons drivers clean their vehicles, March 2012
                                    • As part of a good maintenance routine and to help maintain value are still the focus on car cleaning
                                      • Figure 6: Attitudes to vehicle cleaning, March 2012
                                    • Hispanic car culture and family status are a winning combination for auto cleaning
                                      • Figure 7: At least monthly incidence of auto interior/exterior cleaning, by race/Hispanic origin, March 2012
                                    • What we think
                                    • Issues in the Market

                                        • Is washing the first cut?
                                          • Where is the value?
                                            • Who’s green?
                                            • Insights and Opportunities

                                              • Marketing conservationism can tap into growing “green” trend
                                                • Car wash facilities shown to be better for environment
                                                  • Home conservationist efforts still worth an effort
                                                    • Hispanics represent a large and engaged market of car cleaning consumers
                                                      • Promotional opportunities for cleaner cars/trucks
                                                      • Trend Applications

                                                          • Trend: Who Are The Joneses?
                                                            • Trend: Experience Is All
                                                              • Inspire 2015 Trends
                                                                • Old Gold
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Strong new car sales indicate need to keep cars looking, feeling new
                                                                        • Figure 8: Total U.S. unit sales of cars and light trucks, 2006-11
                                                                      • Record-high age of cars on road indicates different cleaning mentality
                                                                        • Figure 9: Average age and number of passenger cars and light trucks in operation, 2006-11
                                                                      • Discounts on gas prices encourage washing at gas stations
                                                                        • Consumer sentiment at low level, discouraging spending
                                                                            • Figure 10: University of Michigan Consumer sentiment, 1973-2012
                                                                          • Fewer miles driven by U.S. drivers means less need to clean cars
                                                                              • Figure 11: Consumer vehicle miles traveled, all U.S. roads and streets, 1998-2011
                                                                          • Leading Companies

                                                                            • AutoZone most popular destination
                                                                                • Figure 12: Automotive stores shopped in the last 12 months, January 2011-March 2012
                                                                              • Younger respondents more likely to shop at Walmart
                                                                                • Figure 13: Automotive stores shopped in the last 12 months, by age, January 2011-March 2012
                                                                              • Luxury car owners more likely to shop at dealerships
                                                                                  • Figure 14: Automotive stores shopped in the last 12 months, by type of vehicle owned, January 2011-March 2012
                                                                              • Innovations and Innovators

                                                                                • New scratch-resistant coating paves way for self-cleaning cars
                                                                                  • Recycling water helps car washes go green and save on costs
                                                                                    • Green Earth and Eco-Car Care offer eco-friendly home cleaning products
                                                                                    • Marketing Strategies

                                                                                      • Strategy: Targeting Men via the “Guy’s Weekend”
                                                                                        • Figure 15: Armor All Ad, Guy’s Weekend, July 2012
                                                                                      • Strategy: Product kits make at-home cleaning easier
                                                                                        • Figure 16: Blue Magic Ad, Now It’s Easier Than Ever, July 2012
                                                                                      • Strategy: Car enthusiasts come in many shapes and sizes
                                                                                        • Figure 17: Meguiar’s Ad, We Love To See More, July 2012
                                                                                      • Strategy: Marketing products that can last to build brand relationship
                                                                                        • Figure 18: Nu Finish Ad, Auto Graveyard, July 2012
                                                                                      • Strategy: Connect product with luxury brand
                                                                                        • Figure 19: Quixx Repair Systems Ad, Take Blindfold Off, July 2012
                                                                                    • Frequency and Method of Auto Cleaning

                                                                                      • Key points
                                                                                        • Respondents clean interior, exterior about once a month
                                                                                            • Figure 20: Frequency of auto interior/exterior cleaning, and who does it, March 2012
                                                                                          • Cleaning cars at home a more affordable, leisure activity
                                                                                              • Figure 21: Frequency of auto interior/exterior cleaning, and who does it, by gender, March 2012
                                                                                            • Auto cleaning more likely among younger respondents
                                                                                              • Figure 22: Frequency of auto interior/exterior cleaning, and who does it, by age, March 2012
                                                                                            • Unaffected by income, home car washing is universal
                                                                                              • Figure 23: Frequency of auto interior/exterior cleaning, and who does it, by household income, March 2012
                                                                                          • Auto Interior Cleaning Products

                                                                                            • Key points
                                                                                              • Women buy for general cleaning, men for more detailed jobs
                                                                                                  • Figure 24: Auto interior cleaning products purchased in past year, by gender, March 2012
                                                                                                • Youngest respondents most likely to buy interior cleaning products
                                                                                                  • Figure 25: Auto interior cleaning products owned or purchased in past year, by age, March 2012
                                                                                                • Focus on households with children
                                                                                                  • Figure 26: Auto interior cleaning products purchased in past year, by presence of children in household, March 2012
                                                                                                • Most cleaning products held for more than year, presenting challenge
                                                                                                  • Figure 27: Auto interior cleaning products owned vs. purchased in past year, March 2012
                                                                                              • Auto Exterior Cleaning Products

                                                                                                • Key points
                                                                                                  • Exterior cleaning products less popular than interior products
                                                                                                    • Figure 28: Auto exterior cleaning products purchased in past year, by gender, March 2012
                                                                                                  • 25-34 year olds most likely to buy exterior cleaning products
                                                                                                    • Figure 29: Auto exterior cleaning products purchased in past year, by age, March 2012
                                                                                                  • Polish more popular with more affluent respondents
                                                                                                    • Figure 30: Auto exterior cleaning products owned or purchased in past year, by household income, March 2012
                                                                                                  • Shampoo, window cleaner purchased most recently
                                                                                                    • Figure 31: Auto exterior cleaning products owned vs. purchased in past year, March 2012
                                                                                                • Reasons for Cleaning Vehicles

                                                                                                  • Key points
                                                                                                    • Day-to-day dirt twice as likely as other factors to prompt cleaning
                                                                                                        • Figure 32: Reasons drivers clean their vehicles, by gender, March 2012
                                                                                                      • Consumers clean due to general dirt regardless of household income
                                                                                                        • Figure 33: Reasons drivers clean their vehicles, by household income, March 2012
                                                                                                      • Parents, preoccupied with kids, less concerned about road grime
                                                                                                        • Figure 34: Reasons drivers clean their vehicles, by presence of children in household, March 2012
                                                                                                    • Attitudes to Vehicle Cleaning

                                                                                                      • Key points
                                                                                                        • A clean car helps keep its value
                                                                                                            • Figure 35: Attitudes to vehicle cleaning, by gender, March 2012
                                                                                                          • Young consumers want to make good impression with clean car
                                                                                                            • Figure 36: Attitudes to vehicle cleaning, by age, March 2012
                                                                                                          • Saving on future costs universally important for all income levels
                                                                                                            • Figure 37: Attitudes to vehicle cleaning, by household income, March 2012
                                                                                                        • Impact of Race and Hispanic Origin

                                                                                                          • Key points
                                                                                                            • Hispanic consumers represent large potential market
                                                                                                                • Figure 38: Frequency of auto interior/exterior cleaning, and who does it, by race/Hispanic origin, March 2012
                                                                                                              • Hispanics most likely to buy interior cleaning products of every kind
                                                                                                                • Figure 39: Auto interior cleaning products purchased in past yea, by race/Hispanic origin, March 2012
                                                                                                              • Hispanics most likely to clean after children
                                                                                                                • Figure 40: Reasons drivers clean their vehicles, by race/Hispanic origin, March 2012
                                                                                                              • Hispanics agree on the importance of cleaning cars
                                                                                                                • Figure 41: Attitudes to vehicle cleaning, by race/Hispanic origin, March 2012
                                                                                                            • Cluster Analysis

                                                                                                                • The Disinterested
                                                                                                                  • Demographics
                                                                                                                    • Characteristics
                                                                                                                      • Opportunity
                                                                                                                        • DIY’ers
                                                                                                                          • Demographics
                                                                                                                            • Characteristics
                                                                                                                              • Opportunity
                                                                                                                                • All Appearances
                                                                                                                                  • Demographics
                                                                                                                                    • Characteristics
                                                                                                                                      • Opportunity
                                                                                                                                        • Cluster characteristic tables
                                                                                                                                          • Figure 42: Auto cleaning clusters, March 2012
                                                                                                                                          • Figure 43: Auto interior cleaning products purchased in past year, by auto cleaning clusters, March 2012
                                                                                                                                          • Figure 44: Auto interior cleaning products owned o, by auto cleaning clusters, March 2012
                                                                                                                                          • Figure 45: Auto exterior cleaning products purchased in past year, by auto cleaning clusters, March 2012
                                                                                                                                          • Figure 46: Auto exterior cleaning products owned o, by auto cleaning clusters, March 2012
                                                                                                                                          • Figure 47: Reasons drivers clean their vehicles, by auto cleaning clusters, March 2012
                                                                                                                                          • Figure 48: Attitudes to vehicle cleaning, by auto cleaning clusters, March 2012
                                                                                                                                        • Cluster demographic tables
                                                                                                                                          • Figure 49: Auto cleaning clusters, by gender, March 2012
                                                                                                                                          • Figure 50: Auto cleaning clusters, by age, March 2012
                                                                                                                                          • Figure 51: Auto cleaning clusters, by household income, March 2012
                                                                                                                                          • Figure 52: Auto cleaning clusters, by race, March 2012
                                                                                                                                          • Figure 53: Auto cleaning clusters, by Hispanic origin, March 2012
                                                                                                                                      • Appendix: Other Useful Tables

                                                                                                                                        • Auto interior cleaning products owned and household income
                                                                                                                                          • Figure 54: Auto interior cleaning products purchased in past year, by household income, March 2012
                                                                                                                                        • Reasons drivers clean their vehicles and age
                                                                                                                                          • Figure 55: Reasons drivers clean their vehicles, by age, March 2012
                                                                                                                                        • Automotive stores shopped in last 12 months and household income
                                                                                                                                          • Figure 56: Automotive stores shopped in the last 12 months, by household income, January 2011-March 2012
                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                        Companies Covered

                                                                                                                                        • Advance Auto Parts Inc
                                                                                                                                        • Alliance Of Automobile Manufacturers, Inc.
                                                                                                                                        • Amazon North America
                                                                                                                                        • Automotive Aftermarket Industry Association
                                                                                                                                        • Automotive Industry Action Group (AIAG)
                                                                                                                                        • Automotive Trade Association Executives (ATAE)
                                                                                                                                        • AutoZone, Inc
                                                                                                                                        • BMW of North America, LLC
                                                                                                                                        • Bridgestone/Firestone Retail & Commercial Operations LLC
                                                                                                                                        • Chrysler LLC
                                                                                                                                        • Discount Tire Co
                                                                                                                                        • Ford Motor Company (USA)
                                                                                                                                        • General Motors Corporation
                                                                                                                                        • Home Depot (USA)
                                                                                                                                        • Jaguar Cars North America
                                                                                                                                        • Jiffy Lube International
                                                                                                                                        • Kmart Corporation
                                                                                                                                        • Mazda North American Operations
                                                                                                                                        • Meineke
                                                                                                                                        • Mercedes-Benz USA
                                                                                                                                        • Mitsubishi Motors North America, Inc.
                                                                                                                                        • National Automobile Dealers Association (NADA)
                                                                                                                                        • National Independent Automobile Dealership Association (NIADA)
                                                                                                                                        • Porsche Cars North America, Inc.
                                                                                                                                        • Sears Holdings Corporation
                                                                                                                                        • The Goodyear Tire & Rubber Company
                                                                                                                                        • The Pep Boys - Manny, Moe & Jack
                                                                                                                                        • Toyota Motor Corporation USA
                                                                                                                                        • U.S. Department of Transportation
                                                                                                                                        • U.S. Environmental Protection Agency
                                                                                                                                        • University of Michigan, The
                                                                                                                                        • Volkswagen of America, Inc.
                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                        • Whole Foods Market Inc
                                                                                                                                        • YouTube, Inc.

                                                                                                                                        Automotive Cleaning Products - US - August 2012

                                                                                                                                        £3,199.84 (Excl.Tax)