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Cleaning in and Around the Home - UK - August 2016

“The average amount of time spent cleaning indoors each week has fallen since 2014, reflecting declining household sizes and an increased reliance on easy-to-use multipurpose products. Busy lives mean there is a balance to be struck between the amount of time it takes to clean and getting everything spotless, but leveraging the pride and emotional benefits that people feel from a clean home could help to encourage more regular cleaning.”
– Richard Hopping, Brand and Household Analyst

This report discusses the following key topics:

  • Overturning the image of cleaning as a chore
  • Adding technology to the cleaning process
  • Engaging younger groups with outside space

The following cleaning tasks are covered:

  • The bathroom (ie toilet, bath, sinks, tiles)
  • The kitchen (ie countertops, stovetop, tiles)
  • The oven
  • Vacuuming floors
  • Mopping floors
  • Sweeping floors
  • Dusting items/furniture
  • Polishing furniture (eg tables)
  • Vacuuming fabrics/upholstery
  • Spot cleaning fabrics/upholstery
  • Shampooing fabrics/upholstery
  • Windows.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • Average household becoming smaller
            • Figure 1: UK households, by size, 2011-21
          • A fall in the amount of time spent cleaning
            • Figure 2: Average time spent cleaning indoors in hours and minutes per week, by parental status, May 2016
          • Older groups most likely to spend longer maintaining outdoor space
            • Figure 3: Average time spent maintaining outside space in hours and minutes per week, by age, May 2016
          • Cleaning is mostly unplanned
            • Figure 4: Unplanned cleaning vs scheduled cleaning, May 2016
          • Multipurpose favoured over specialised products
            • Figure 5: Multipurpose cleaners vs specialised cleaners, May 2016
          • A balance between speed and thoroughness
            • Figure 6: A thorough clean vs speedy cleaning, May 2016
          • Oven cleaning least enjoyed task
            • Figure 7: Least enjoyed cleaning tasks in and around the home, May 2016
          • Pride in home and preserving healthiness two drivers of cleaning
            • Figure 8: Attitudes towards cleaning the home, May 2016
          • What we think
          • Issues and Insights

            • Overturning the image of cleaning as a chore
              • The facts
                • The implications
                  • Adding technology to the cleaning process
                    • The facts
                      • The implications
                        • Engaging younger groups with outside space
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Number of families with young children looks set to decline
                                • Average household size falls
                                  • Uncertainty after the EU referendum
                                    • Rise in multipurpose products
                                      • Urbanisation has knock-on effects for outside space
                                      • Market Drivers

                                        • Number of families with young children likely to decline…
                                          • Figure 9: Trends in the age structure of the UK population, 2011-21
                                        • ...whilst seniors increase in number
                                          • Household size falling
                                            • Figure 10: UK households, by size, 2011-21
                                          • A period of economic uncertainty
                                            • Figure 11: Trends in how respondents would describe their financial situation, February 2009-July 2016
                                          • Exit from EU has knock-on effect on product regulations
                                            • Shift towards multipurpose products
                                              • A need to increase renter pride in their home
                                                • Figure 12: Proportion of dwelling stock by tenure, 2003-14
                                              • Urbanisation likely to limit presence and size of outdoor spaces
                                                • Home is where the heart is
                                                  • Figure 13: Agreement with attitudes regarding time at home, November 2015
                                                • Benefits of gardening
                                                  • Figure 14: Agreement with attitudes towards the garden or outdoor space, April 2016
                                              • The Consumer – What You Need to Know

                                                • Household income a main influencer on size of home
                                                  • Majority of people take some responsibility for cleaning
                                                    • Time spent cleaning indoors drops from 2014
                                                      • Less time spent maintaining outdoor space
                                                        • Consumers are time-pressed
                                                          • Cleaning the oven is least enjoyed
                                                            • Emotional benefits from cleaning, but it is still seen as a chore
                                                            • Structure of the Home

                                                              • Vast majority have some kind of outdoor space
                                                                • Figure 15: Presence of outdoor space, May 2016
                                                              • Location and income have strong influence on amount of outdoor space
                                                                • Figure 16: Repertoire of outdoor spaces, May 2016
                                                              • A quarter have an open plan kitchen
                                                                • Figure 17: Type of kitchen in the home, May 2016
                                                              • Less than half have a separate dining area
                                                                • Figure 18: Presence of separate dining room in the home, by household income, May 2016
                                                              • Three-bedroom properties most common
                                                                • Figure 19: Number of rooms in the home, May 2016
                                                            • Responsibility for Cleaning and Maintaining the Home

                                                              • Vast majority take part in cleaning the home
                                                                • Figure 20: Responsibility for cleaning indoors, by gender, May 2016
                                                              • Nine out of 10 responsible for outdoor spaces
                                                                • Figure 21: Responsibility for maintaining outdoor space, May 2016
                                                            • Time Spent Cleaning Indoors

                                                              • A gender imbalance
                                                                • Figure 22: Average time spent cleaning indoors in hours and minutes per week, by gender, May 2016
                                                              • Parents spend far longer cleaning
                                                                • Figure 23: Average time spent cleaning indoors in hours and minutes per week, by household size and parental status, May 2016
                                                              • Average time spent cleaning falls since 2014
                                                                • Figure 24: Average time spent cleaning indoors in hours and minutes per week, by multipurpose cleaners vs specialised cleaners, May 2016
                                                            • Time Spent Maintaining Outdoor Space

                                                              • Age is a major differentiator on maintaining outdoor space
                                                                • Figure 25: Average time spent maintaining outdoor space in hours and minutes per week, by age, May 2016
                                                              • Area of the country also has an impact
                                                                • Figure 26: Average time spent maintaining outdoor space in hours and minutes per week, by area, May 2016
                                                              • Larger number of outdoor spaces drives up average
                                                                • Figure 27: Time spent maintaining outdoor space in hours and minutes per week, by repertoire of outdoor space, May 2016
                                                            • Cleaning Behaviours

                                                              • Cleaning not generally pre-planned
                                                                • Figure 28: Unplanned cleaning vs scheduled cleaning, May 2016
                                                              • Most do cleaning in different stages
                                                                • Figure 29: Cleaning a little at a time vs cleaning in one session, May 2016
                                                              • A quarter only clean based on visual cues
                                                                • Figure 30: Reactive cleaning vs proactive cleaning, May 2016
                                                              • Multipurpose favoured over specialised products
                                                                • Figure 31: Multipurpose cleaners vs specialised cleaners, May 2016
                                                              • A balance between time spent cleaning and results
                                                                • Figure 32: A thorough clean vs speedy cleaning, May 2016
                                                              • Many children do their bit
                                                                • Figure 33: Children’s involvement in cleaning, May 2016
                                                            • Cleaning Tasks Least Enjoyed

                                                              • Cleaning the oven is least enjoyed task
                                                                • Figure 34: Least enjoyed cleaning tasks in and around the home, May 2016
                                                              • Brands could look to increase convenience
                                                              • Attitudes towards Cleaning the Home

                                                                • Pride and healthiness are drivers of cleaning
                                                                  • Figure 35: Attitudes towards cleaning the home, May 2016
                                                                • Few people actively enjoy cleaning
                                                                  • Figure 36: New Cillit Bang advertising campaign, July 2016
                                                                • Brand and price not necessarily indicators of product quality
                                                                  • Environment continues to be a noted issue
                                                                  • Target Groups

                                                                      • Figure 37: Target groups, May 2016
                                                                      • Figure 38: Average time spent cleaning indoors in hours and minutes per week, by target group, May 2016
                                                                    • Price Conscious Cleaners
                                                                      • Figure 39: Attitudes towards cleaning the home, by target groups, May 2016
                                                                    • Disengaged Cleaners
                                                                      • Figure 40: A thorough clean vs speedy cleaning, by target groups, May 2016
                                                                    • Constant Cleaners
                                                                      • Figure 41: Reactive cleaning vs proactive cleaning, by target groups, May 2016
                                                                    • Indiscriminate Cleaners
                                                                      • Figure 42: Attitudes towards cleaning the home, by target groups, May 2016
                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                      • Abbreviations
                                                                      • Appendix – The Consumer

                                                                          • Figure 43: Launches in the hard surface cleaning category, % share by sub-category, January 2015-June 2016
                                                                          • Figure 44: Leading claims in household hard surface cleaning launches*, by top claims in 2015, January 2015-June 2016

                                                                      Companies Covered

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

                                                                      Cleaning in and Around the Home - UK - August 2016

                                                                      US $2,583.33 (Excl.Tax)