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Cleaning Habits of Young Adults - UK - October 2014

“With independence, in terms of moving away from the parental home, comes greater responsibility for household cleaning matters, so this is an important time for household care brands to engage with young adults through communications about the latest time-saving cleaning products or equipment, as well as advice and ideas on maintaining a clean and tidy home. Attracting the attention and spending of 16-34-year-olds at this stage of their lives will help to build life-time purchasing for brands in the cleaning market.”
- Richard Caines, Senior Household Care Analyst

This report looks at the following issues:

  • The impact of delayed adulthood on the household cleaning market
  • Using advice on household cleaning to increase brand loyalty
  • Themes relating to brand choice most likely to engage young people
  • Focusing on young adults’ cleaning priorities to help increase sales
  • Using attitudes towards cleaning to drive product development

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • Market factors
              • Growth in population of 15-34-year-olds
                • Figure 1: Trends in size of population of young adults (15-34-year-olds), 2009-19
              • Importance of presence of children and pets
                • The consumer
                  • Young people in range of living situations
                    • Figure 2: Current living situation of young adults (16-34-year-olds), July 2014
                  • Those living with parents mostly clean their own bedrooms
                    • Figure 3: Proportion of young adults living with parents who are mostly responsible for different household chores, by age, July 2014
                  • Internet big source of advice on household care matters
                    • Figure 4: Where young adults go for advice on household chores, July 2014
                  • Young adults focus strongly on price
                    • Figure 5: Factors influencing brand choice in household cleaning products, July 2014
                  • Toilets and kitchen worktops the top cleaning priorities
                    • Figure 6: Most important cleaning tasks to do regularly, July 2014
                  • Young people attach high importance to a clean home
                    • Figure 7: Attitudes towards the home and household cleaning, any agree, July 2014
                  • What we think
                  • Issues and Insights

                      • The impact of delayed adulthood on the household cleaning market
                        • The facts
                          • The implications
                            • Using advice on household cleaning to increase brand loyalty
                              • The facts
                                • The implications
                                  • Themes relating to brand choice most likely to engage young people
                                    • The facts
                                      • The implications
                                        • Focusing on young adults’ cleaning priorities to help increase sales
                                          • The facts
                                            • The implications
                                              • Using attitudes towards cleaning to drive product development
                                                • The facts
                                                  • The implications
                                                  • Trend Application

                                                      • Trend: Return to the Experts
                                                        • Trend: FSTR HYPR
                                                          • Trend: Help Me Help Myself
                                                          • Market Drivers

                                                            • Key points
                                                              • Growth in 25-34-year-olds good for cleaning brands
                                                                • Figure 8: Trends in the age structure of the UK population, 2009-19
                                                              • Young adults more likely to live in larger households
                                                                • Figure 9: Household size for young adults aged16-34-years-old, July 2014
                                                              • Majority of young adults in employment
                                                                • Figure 10: Population of young adults (16-34-year-olds), by working status, July 2014
                                                                • Figure 11: Working status of mothers and fathers aged 16-34-years-old, July 2014
                                                              • Presence of children increases focus on hygiene
                                                                • Figure 12: Proportion of young adults (16-34-year-olds) with children of different ages, July 2014
                                                              • Pets present in the majority of homes
                                                                • Figure 13: Ownership of pets by young adults (16-34-year-olds), by presence of own children, July 2014
                                                                • Figure 14: Ownership of pets by young adults (16-34-year-olds), by current living situation, July 2014
                                                            • The Consumer – Current Living Situation

                                                              • Key points
                                                                • Young adults in a range of different living situations
                                                                  • Figure 15: Current living situation of young adults (16-34-year-olds), July 2014
                                                                • Age the key determinant of current living situation
                                                                    • Figure 16: Current living situation of young adults (16-34-year-olds), by age and gender, July 2014
                                                                  • Living with parents while saving for a home
                                                                      • Figure 17: Current living situation of young adults (16-34-year-olds), by working status, July 2014
                                                                  • The Consumer – Cleaning Responsibilities

                                                                    • Key points
                                                                      • Majority of adults living with parents do some household chores
                                                                        • Figure 18: Responsibility for doing household chores in parental home, July 2014
                                                                        • Figure 19: Proportion of young adults living with parents who are mostly responsible for different household chores, by age, July 2014
                                                                      • Contribution to household chores increases with independence
                                                                        • Figure 20: Responsibility for doing household chores in house/flat, July 2014
                                                                        • Figure 21: Proportion of young adults living away from parents who are mostly responsible for different household chores, by gender, July 2014
                                                                    • The Consumer – Advice on Household Chores

                                                                      • Key points
                                                                        • Internet major source for advice on household care
                                                                          • Figure 22: Where young adults go for advice on household chores, July 2014
                                                                        • Human element still important to people
                                                                        • The Consumer – Factors Influencing Brand Choice

                                                                          • Key points
                                                                            • Young people strongly influenced by price
                                                                              • Figure 23: Factors influencing brand choice in household cleaning products, July 2014
                                                                              • Figure 24: Importance of price and promotions/special offers in influencing choice of brand in household cleaning products, by current living situation, July 2014
                                                                            • Brands have an advantage over own-label products
                                                                              • Killing germs in an easy-to-use format is important
                                                                                  • Figure 25: Importance of easy-to-use format and scent/fragrance in influencing choice of brand in household cleaning products, by age and gender, July 2014
                                                                              • The Consumer – Household Cleaning Priorities

                                                                                • Key points
                                                                                  • Cleaning the toilet and kitchen worktops most important
                                                                                    • Figure 26: Most important cleaning tasks to do regularly, July 2014
                                                                                    • Figure 27: Top three most important cleaning tasks to do regularly, by age and gender, July 2014
                                                                                  • Bathroom cleaning a higher priority in larger households
                                                                                    • Bin cleaning important for good home hygiene
                                                                                        • Figure 28: Importance of sweeping and mopping floors, by ownership of pets, July 2014
                                                                                        • Figure 29: Most important cleaning tasks to do regularly, July 2014
                                                                                    • The Consumer – Attitudes towards Cleaning

                                                                                      • Key points
                                                                                        • Young people put a big emphasis on killing germs
                                                                                          • Figure 30: Attitudes towards the home and household cleaning, July 2014
                                                                                        • Freshness an indication of cleanliness
                                                                                            • Figure 31: Attitudes towards a clean and tidy home, by current living situation, July 2014
                                                                                          • Lack of time and space causing difficulties
                                                                                              • Figure 32: Time and space constraints when cleaning the home, by age and gender, July 2014
                                                                                          • The Consumer – Target Groups

                                                                                            • Key points
                                                                                                • Figure 33: Target groups for young adults cleaning the house, July 2014
                                                                                              • Fresh and Clean (25%)
                                                                                                • Seeking advice, influences on brand choice and cleaning priorities
                                                                                                  • Demographic characteristics
                                                                                                    • House Proud (21%)
                                                                                                      • Seeking advice, influences on brand choice and cleaning priorities
                                                                                                        • Demographic characteristics
                                                                                                          • Lacking Time and Space (27%)
                                                                                                            • Seeking advice, influences on brand choice and cleaning priorities
                                                                                                              • Demographic characteristics
                                                                                                                • Apathetic (27%)
                                                                                                                  • Seeking advice, influences on brand choice and cleaning priorities
                                                                                                                    • Demographic characteristics

                                                                                                                    Companies Covered

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

                                                                                                                    Cleaning Habits of Young Adults - UK - October 2014

                                                                                                                    £1,995.00 (Excl.Tax)