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Care of Car Interiors - US - October 2009

This report explores the automotive cleaning market in the US. It provides insight into the external and internal factors affecting consumption and trends, and what they mean for future sales, promotional campaigns, and industry innovations. Specific questions that are answered in this report include, but are not limited to, the following:

  • What effects do the downturn in new-car sales have on the overall market?

  • How can companies use the “green” movement to increase sales?

  • What segment of consumers clean their car most frequently?

  • What segment of consumers clean their car at home, at self-service outlets or at full-service outlets and why?

  • What threatens cleaning service operators and cleaning product manufacturers, and what can be done to increase activity?

  • How can operators take advantage of the economic downturn to appeal to consumers seeking budget-conscious options?

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Table of contents

  1. Scope and Themes

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

                    • Who cleans a car’s interior and where
                      • What needs cleaning the most inside a car
                        • Cleaning may be more about immediacy and what is visible when driving
                          • Lifestyle according to age determines what areas are cleaned inside cars
                            • What is purchased to maintain cleanliness inside cars
                              • Younger respondents more likely to maintain cleanliness the cheapest way
                                • What is purchased for self-cleaning of car interiors
                                  • Leather cleaner popular with high-income households due to luxury cars
                                    • What vehicles are most often cleaned
                                      • What type of debris is most frequently cleaned inside cars
                                        • What are the attitudes regarding cleaning inside cars
                                          • Race and the interior cleaning of cars
                                          • Insights and Opportunities

                                            • Car service operators can sell upgrades such as restyled seats, features
                                              • Promote floor mats for providing safety in light of high-profile recalls
                                                • Target crafting community in an effort to stress personalized interiors
                                                • Inspire Insights

                                                    • Trend: Simplicity and Convenience
                                                      • Convenience means far more ease and portability
                                                        • Cleaning operators will benefit by allowing convenience to start from home
                                                          • Trend 2: Empowered Seniors
                                                            • Seniors have been ignored; they are becoming insistent for attention
                                                              • Seniors can feel appreciated through connecting comfort with cleanliness
                                                              • Who Cleans Your Car’s Interior and Where?

                                                                • Key points
                                                                  • Respondents most likely to clean car interiors at home as a leisure activity
                                                                      • Figure 1: Interior car cleaning preference, by gender, July/August 2009
                                                                    • Those aged 18-24 most likely to clean at home; over-65s most likely to pay
                                                                        • Figure 2: Interior car cleaning preference, by age, July/August 2009
                                                                      • Paying for cleaning becomes priority for the wealthiest households, $100K+
                                                                          • Figure 3: Interior car cleaning preference, by household income, July/August 2009
                                                                      • What Needs Cleaning the Most Inside Your Car?

                                                                        • Key points
                                                                          • Most frequently cleaned components are also the most accessible
                                                                            • Cleaning may be more about immediacy and what is visible when driving
                                                                              • Figure 4: Prioritized areas of car interiors cleaned, by gender, July/August 2009
                                                                            • Lifestyle according to age determines what areas are cleaned inside cars
                                                                                • Figure 5: Prioritized areas of car interiors cleaned, by age, July/August 2009
                                                                              • Clean interior care transcends household wealth, excepting dashboard
                                                                                  • Figure 6: Prioritized areas of car interiors cleaned, by household income, July/August 2009
                                                                              • What Do You Buy to Maintain Cleanliness in Your Car?

                                                                                • Key points
                                                                                  • Half of respondents purchase air fresheners; minimal maintenance is soft
                                                                                      • Figure 7: Preference of products used to maintain cleanliness of cars, by gender, July/August 2009
                                                                                    • Younger respondents more likely to maintain cleanliness the cheapest way
                                                                                        • Figure 8: Preference of products used to maintain cleanliness of cars, by age, July/August 2009
                                                                                      • Households earning the least are purchasing products for basic upkeep
                                                                                        • Figure 9: Preference of products used to maintain cleanliness of cars, by household income, July/August 2009
                                                                                    • What Do You Buy to Clean Your Car Yourself?

                                                                                      • Key points
                                                                                        • Wipes dominate self-service products; majority of items have utility use
                                                                                          • Figure 10: Products purchased for self-cleaning of car interiors, by gender, July/August 2009
                                                                                        • Youngest respondents most likely to purchase self-cleaning items, tools
                                                                                          • Figure 11: Products purchased for self-cleaning of car interiors, by age, July/August 2009
                                                                                        • Leather cleaner popular with high-income households due to luxury cars
                                                                                          • Figure 12: Products purchased for self-cleaning of car interiors, by household income, July/August 2009
                                                                                      • Market Drivers

                                                                                        • Fewer miles traveled may create less reliance on regular vehicle cleaning
                                                                                            • Figure 13: Consumer vehicle miles traveled, all U.S. roads and streets, 1998-2008
                                                                                          • Car sales plummet as consumers maintain older cars, benefiting cleaning
                                                                                            • Figure 14: Total sales at new-car dealerships, at current prices, 2003-09
                                                                                            • Figure 15: Median age of cars and light trucks, in years, 1999-2008
                                                                                        • Brand Qualities

                                                                                          • Floor mat manufacturer promotes durability and personalization inside car
                                                                                            • Green cleaning product company markets non-toxins for car interiors
                                                                                              • Customized automotive air fresheners provide utility, direct marketing
                                                                                              • Innovation and Innovators

                                                                                                • Company allows brand awareness through customized car air fresheners
                                                                                                  • Honda designs special version of Element to accommodate dog owners
                                                                                                    • Ford introduces soy-based seat cushions, heightening value of carcare
                                                                                                    • Advertising and Promotion

                                                                                                      • Industry carcare months can be used to promote interior car cleaning
                                                                                                        • Analysis of commercial television spots
                                                                                                          • Windshield cleaning system sold as a way to personalize car interiors
                                                                                                            • Figure 16: Window Buddies ad, 2009
                                                                                                          • Qualities that matter most to potential consumers: tough and thorough
                                                                                                              • Figure 17: Herculiner ad, 2005
                                                                                                              • Figure 18: Advance Auto Parts ad, 2009
                                                                                                            • Shop towels sold for their endurance to absorb but also to protect hands
                                                                                                              • Figure 19: Scott Shop Towels ad, 200
                                                                                                              • Figure 20: Kimberly-Clark Professionals WypAll Red Shop Towels ad, 2009
                                                                                                          • Vehicles Types Most Often Cleaned

                                                                                                            • Key points
                                                                                                              • Four-door sedan most preferred car to clean among respondents
                                                                                                                  • Figure 21: Vehicle type cleaned most to least often, by gender, July/August 2009
                                                                                                                • Vehicles cleaned most often by age reflect lifestyle priorities, choices
                                                                                                                  • Figure 22: Vehicle type cleaned most to least often, by age, July/August 2009
                                                                                                                • Household income matters most for vehicle types associated with luxury
                                                                                                                  • Figure 23: Vehicle type cleaned most to least often, by household income, July/August 2009
                                                                                                              • Use of Vehicles Most Often Cleaned

                                                                                                                • Key points
                                                                                                                  • Vehicles cleaned most often used for work commutes, shopping, errands
                                                                                                                    • Figure 24: Activities performed in vehicle interiors most cleaned, by gender, July/August 2009
                                                                                                                  • Those aged 25-54 most likely to rely on clean cars to commute
                                                                                                                    • Figure 25: Activities performed in vehicle interiors most cleaned, by age, July/August 2009
                                                                                                                  • Commuting and shopping related to different ends of income spectrum
                                                                                                                    • Figure 26: Activities performed in vehicle interiors most cleaned, by household income, July/August 2009
                                                                                                                • Frequency of Interior Cleaning by Debris

                                                                                                                  • Key points
                                                                                                                    • Most frequent interior debris likely created by adults on daily commutes
                                                                                                                        • Figure 27: Frequency of interior cleaning, by debris, July/August 2009
                                                                                                                      • Youngest respondents most likely to clean food debris most frequently
                                                                                                                        • Figure 28: Frequency of food debris cleaning, by gender, age and household income, July/August 2009
                                                                                                                      • Oldest respondents cleaning paper less frequently; youngest most
                                                                                                                        • Figure 29: Frequency of paper/magazines/newspaper cleaning, by gender, age and household income, July/August 2009
                                                                                                                      • Drink spills cleaned up several times a month by younger respondents
                                                                                                                        • Figure 30: Frequency of drink spill cleaning, by gender, age and household income, July/August 2009
                                                                                                                      • Youngest respondents are most frequent in cleaning mud/dirt in cars
                                                                                                                        • Figure 31: Frequency of mud/dirt cleaning, by gender, age and household income, July/August 2009
                                                                                                                    • Attitudes Regarding Cleaning Car Interiors

                                                                                                                      • Key points
                                                                                                                        • Majority of respondents more casual about cleaning, a fifth prioritize
                                                                                                                            • Figure 32: Attitudes regarding cleaning car interiors, by gender, July/August 2009
                                                                                                                          • Youngest respondents less into regularly cleaning car interiors than older
                                                                                                                              • Figure 33: Attitudes regarding cleaning car interiors, by age, July/August 2009
                                                                                                                          • Race and Hispanic Origin

                                                                                                                            • Key points
                                                                                                                              • Whites, Hispanics most likely to clean interiors themselves, blacks less so
                                                                                                                                • Figure 34: Interior car cleaning preference, by race and Hispanic origin, July/August 2009
                                                                                                                              • Hispanics, blacks tend to be in more frequent need of car interior cleaning
                                                                                                                                • Figure 35: Prioritized areas of car interiors cleaned, by race and Hispanic origin, July/August 2009
                                                                                                                              • Blacks, Hispanics most active in purchasing the most basic products
                                                                                                                                  • Figure 36: Preference of products used to maintain cleanliness of cars, by race and Hispanic origin, July/August 2009
                                                                                                                                • Hispanics purchasing more cleaning products, tie with whites for shop vac
                                                                                                                                  • Figure 37: Products purchased for self-cleaning of car interiors, by race and Hispanic origin, July/August 2009
                                                                                                                                • Black respondents least active in car ownership than whites, Hispanics
                                                                                                                                  • Figure 38: Vehicle type cleaned most to least often, by race and Hispanic origin, July/August 2009
                                                                                                                                • Blacks, Hispanics prioritize cleaning more due to higher passenger volume
                                                                                                                                  • Figure 39: Attitudes regarding cleaning car interiors, by race and Hispanic origin, July/August 2009
                                                                                                                                • Blacks, Hispanics have higher rate of frequency to clean food in cars
                                                                                                                                  • Figure 40: Frequency of food debris cleaning, by race and Hispanic origin, July/August 2009
                                                                                                                                • Blacks, Hispanics most frequently clean drink spills inside their cars
                                                                                                                                  • Figure 41: Frequency of drink spill cleaning, by race and Hispanic origin, July/August 2009
                                                                                                                              • Cluster Analysis

                                                                                                                                  • Foregoers
                                                                                                                                    • Fresheners
                                                                                                                                      • Wipers
                                                                                                                                        • Cluster characteristics
                                                                                                                                          • Figure 42: Car interior clusters, July/August 2009
                                                                                                                                          • Figure 43: Interior car cleaning preference, by car interior clusters, July/August 2009
                                                                                                                                          • Figure 44: Prioritized areas of car interiors cleaned, by car interior clusters, July/August 2009
                                                                                                                                          • Figure 45: Preference of products used to maintain cleanliness of cars, by car interior clusters, July/August 2009
                                                                                                                                          • Figure 46: Preference of products used to clean car interiors, by car interior clusters, July/August 2009
                                                                                                                                          • Figure 47: Attitudes towards interior car cleanliness, by car interior clusters, July/August 2009
                                                                                                                                          • Figure 48: Frequency of car interior cleanliness, by car interior clusters, July/August 2009
                                                                                                                                        • Cluster demographics
                                                                                                                                          • Figure 49: Car interior clusters, by gender, July/August 2009
                                                                                                                                          • Figure 50: Car interior clusters, by age, July/August 2009
                                                                                                                                          • Figure 51: Car interior clusters, by household income, July/August 2009
                                                                                                                                          • Figure 52: Car interior clusters, by race, July/August 2009
                                                                                                                                          • Figure 53: Car interior clusters, by Hispanic origin, July/August 2009
                                                                                                                                        • Cluster methodology
                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                          • Attitudes regarding cleaning car interiors by household income
                                                                                                                                            • Figure 54: Attitudes regarding cleaning car interiors, by household income, July/August 2009
                                                                                                                                          • Activities performed in vehicle interiors most cleaned by race and Hispanic origin
                                                                                                                                            • Figure 55: Activities performed in vehicle interiors most cleaned, by race and Hispanic origin, July/August 2009
                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                          Companies Covered

                                                                                                                                          • Alliance Of Automobile Manufacturers, Inc.
                                                                                                                                          • American Pet Products Manufacturers Association, Inc.
                                                                                                                                          • Automotive Aftermarket Industry Association
                                                                                                                                          • Automotive Industry Action Group (AIAG)
                                                                                                                                          • Chrysler LLC
                                                                                                                                          • Ford Motor Company (USA)
                                                                                                                                          • Greenfield Online
                                                                                                                                          • Home Depot (USA)
                                                                                                                                          • Kimberly-Clark Corporation
                                                                                                                                          • Land Rover North America, Inc.
                                                                                                                                          • Major League Baseball
                                                                                                                                          • Mazda North American Operations
                                                                                                                                          • Mercedes-Benz USA
                                                                                                                                          • Mitsubishi Motors North America, Inc.
                                                                                                                                          • National Automobile Dealers Association (NADA)
                                                                                                                                          • National Basketball Association
                                                                                                                                          • National Football League Inc.
                                                                                                                                          • National Highway Traffic Safety Association (NHTSA)
                                                                                                                                          • Porsche Cars North America, Inc.
                                                                                                                                          • Toyota Motor Corporation USA
                                                                                                                                          • U.S. Department of Transportation
                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                          • Zipcar, Inc.

                                                                                                                                          Care of Car Interiors - US - October 2009

                                                                                                                                          £3,199.84 (Excl.Tax)