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Cleaning for the Family - UK - January 2015

“In promoting cleaning products to families, campaigns most likely to appeal are those focused on making the most disliked tasks less of a chore and those reassuring parents that products can help to safeguard the family home in terms of being safe to use around children and maintaining hygiene.”

Richard Caines, Senior Household Care Analyst

This report covers the following issues:

  • Making the most disliked cleaning tasks less of a chore
  • Product categories that should increase their focus on families
  • Implications of health and hygiene concerns for the market

Numbering nearly 8 million households, families with dependent children are a key group for household cleaning brands and retailers to target, particularly given that they do a whole range of cleaning jobs more frequently than other households and, as a result, will be heavier users of cleaning products. Focusing on the development of products that make cleaning tasks easier and addressing concerns about health and hygiene will be important for future success in the market.

Easier-to-use products that cut down on the amount of time it takes to do the most disliked cleaning jobs such as cleaning the oven, toilet cleaning, cleaning out bins and window cleaning can help to add value to the market by encouraging the completion of these tasks more frequently. They could also help to address the gender imbalance in household cleaning responsibilities through featuring different members of the family using newer, more convenient products in marketing communications.

The health and hygiene aspects of cleaning need to be given greater consideration in terms of alleviating the greater concerns of parents about germs but also their fears about the potential impact of products containing strong chemicals on all members of the family, especially children and pets. Concerns about chemical ingredients in cleaning products are a threat to future sales if families start to limit their usage, so family-friendly products will be a focus for innovation.

Families with dependent children are the most important group to target for household cleaning brands as they tend to be larger households and, due to the presence of children, have more cleaning to do. They are therefore more likely to use up cleaning products quickly, so are more frequent shoppers for these products. Their busy lifestyles also give convenient solutions added appeal.

Added to this, parents, especially those with younger children, have more concerns relating to health and hygiene issues and need to be reassured that the products they are using are the best for safeguarding the health of them and their family. This means companies face a challenge in striking a balance between offering powerful and effective cleaners and products that are family-friendly.

This report looks at how frequently different cleaning tasks take place in families, who takes responsibility for various cleaning jobs, which cleaning tasks families dislike doing the most, attitudes towards health and hygiene in the family home and shopping behaviour. It also compares responses between families and other groups to highlight key differences in behaviour and attitudes.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market drivers
              • Nearly 8 million families with dependent children
                • Figure 1: Breakdown of families (parents of under-18s) who do cleaning tasks, by age, October 2014
              • The consumer
                • Kitchen surfaces cleaned most frequently
                  • Figure 2: Doing cleaning tasks more than once week – Families vs. other groups, October 2014
                • Room for more sharing of cleaning responsibilities in families
                  • Figure 3: Responsibility for different cleaning tasks in families, October 2014
                • Ovens and toilets the worst cleaning jobs
                  • Figure 4: Most disliked cleaning tasks – Families vs. other groups, October 2014
                • Families more concerned about health and hygiene issues
                  • Figure 5: Any concern with issues relating to health and hygiene in cleaning – Families vs. other groups, October 2014
                • Tesco and Asda appeal more to families
                  • Figure 6: Source of purchase for household cleaning products – Families vs. other groups, October 2014
                • Branded cleaning products the main choice for families
                  • Figure 7: Choice between branded and own-brand cleaning products by families, October 2014
                  • Figure 8: What people look out for when shopping for cleaning products – Families vs. other groups, October 2014
                • What we think
                • Issues and Insights

                    • Making the most disliked cleaning tasks less of a chore
                      • The facts
                        • The implications
                          • Product categories that should increase their focus on families
                            • The facts
                              • The implications
                                • Implications of health and hygiene concerns for the market
                                  • The facts
                                    • The implications
                                    • Trend Application

                                        • Trend: Creature Comfort
                                          • Trend: Totophobia
                                            • Trend: Life Hacking
                                            • Market Drivers

                                              • Key points
                                                • Dip in live births follows 10-year increase
                                                  • Figure 9: Number of live births in UK, 2000-13
                                                • 25-34-year-olds a key group to target
                                                  • Figure 10: Breakdown of families (parents of under-18s) who do cleaning tasks, by age, October 2014
                                                  • Figure 11: Trends in the age structure of the UK population, 2009-19
                                                  • Figure 12: Families with dependent children, by number of dependent children in the family, 2003 and 2013
                                                • Six in 10 families contain married couples
                                                  • Figure 13: Families in the UK with dependent children, by family type, 2003 and 2013
                                                • Pets an important part of modern families
                                                  • Figure 14: Pet ownership by families (parents with under-18s), October 2014
                                                • Most families OK financially but not a lot of money to spare
                                                • Brand Research

                                                  • Brand map
                                                      • Figure 15: Attitudes towards and usage of brands in the household cleaning sector, November 2014
                                                    • Correspondence analysis
                                                      • Brand attitudes
                                                        • Figure 16: Attitudes, by household cleaning brand, November 2014
                                                      • Brand personality
                                                        • Figure 17: Household cleaning brand personality – Macro image, November 2014
                                                        • Figure 18: Household cleaning brand personality – Micro image, November 2014
                                                      • Brand experience
                                                        • Figure 19: Household cleaning brand usage, November 2014
                                                        • Figure 20: Satisfaction with various household cleaning brands, November 2014
                                                        • Figure 21: Consideration of household cleaning brands, November 2014
                                                      • Brand recommendation
                                                        • Figure 22: Recommendation of selected household cleaning brands, November 2014
                                                    • The Consumer – Frequency of Doing Different Cleaning Tasks

                                                      • Key points
                                                        • Kitchen surfaces cleaned most frequently
                                                          • Figure 23: Frequency of doing different cleaning tasks in families, October 2014
                                                          • Figure 24: Doing cleaning tasks more than once week – Families vs. other groups, October 2014
                                                        • Families an important target market for floor care brands
                                                            • Figure 25: Vacuuming the floors or mopping floors once a day or more – All vs. owners of dogs and cats, October 2014
                                                          • Room to encourage more daily bathroom cleaning
                                                            • Polishing/dusting more frequent in families
                                                            • The Consumer – Responsibility for Different Cleaning Tasks

                                                              • Key points
                                                                • Gender imbalance in cleaning family homes
                                                                  • Figure 26: Responsibility for different cleaning tasks in families, October 2014
                                                                  • Figure 27: Responsibility for different cleaning tasks in families, by gender, October 2014
                                                              • The Consumer – Most Disliked Cleaning Tasks

                                                                • Key points
                                                                  • Cleaning the oven the worst cleaning job
                                                                    • Figure 28: Most disliked cleaning tasks in families, October 2014
                                                                    • Figure 29: Most disliked cleaning tasks – Families vs. other groups, October 2014
                                                                  • Cleaning windows another neglected task
                                                                  • The Consumer – Health and Hygiene Aspects of Family Cleaning

                                                                    • Key points
                                                                      • Mixture of health and hygiene concerns
                                                                        • Figure 30: Levels of concern with issues relating to health and hygiene in cleaning, October 2014
                                                                        • Figure 31: Any concern with issues relating to health and hygiene in cleaning – Families vs. other groups, October 2014
                                                                      • Air quality and allergies of concern to families
                                                                        • Germs a big concern for families
                                                                        • The Consumer – Where Families Shop for Cleaning Products

                                                                          • Key points
                                                                            • Tesco has big lead in cleaning products
                                                                              • Figure 32: Source of purchase for household cleaning products, October 2014
                                                                              • Figure 33: Source of purchase for household cleaning products – Families vs. other groups, October 2014
                                                                            • Shopping around for cleaning products
                                                                              • Figure 34: Cross-analysis of stores used by families for buying cleaning products, October 2014
                                                                            • Four in 10 families use one store for buying cleaning products
                                                                              • Figure 35: Number of different stores used by families for buying cleaning products, October 2014
                                                                              • Figure 36: Stores where household cleaning products are bought from, by repertoire of stores where household cleaning products are bought from, October 2014
                                                                          • The Consumer – Buying Behaviour

                                                                            • Key points
                                                                              • Branded cleaning product important to families
                                                                                • Figure 37: Choice between branded and own-brand cleaning products by families, October 2014
                                                                              • Families look for special offers to save money
                                                                                • Figure 38: What families look out for when shopping for cleaning products, October 2014
                                                                                • Figure 39: What people look out for when shopping for cleaning products – Families vs. other groups, October 2014
                                                                              • Child-safe and pet-friendly cleaning products
                                                                                • Eco-friendly products and budget own-brands
                                                                                  • Special offers most important to shoppers at all retailers
                                                                                      • Figure 40: What families look out for when shopping for cleaning products, by retailers shopped for household cleaning products, October 2014

                                                                                  Companies Covered

                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                  Cleaning for the Family - UK - January 2015

                                                                                  £1,995.00 (Excl.Tax)