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Cleaning the House - UK - January 2011

The amount of time spent on household chores is highly variable, influenced by pressures on time, household size and individual standards of cleanliness. Growth in the population, but more so the increase in the number of households, will mean more sales of a range of household care products, including those used for doing the laundry, dishwashing and a range of other cleaning tasks throughout the home.

  • Focusing marketing on protecting prized possessions and prolonging their life would help encourage more purchasing of specialist cleaning products for the home by men. Seven in ten women, compared to three in ten men, do most of the cleaning in their households.
  • Making the home an inviting place for guests in terms of an atmosphere that looks and smells nice will help sales of household care products, as entertaining at home continues to be an important theme. Four in ten people always clean or tidy their home before guests arrive.
  • Four in ten people see cleaning the house as a good form of exercise, indicating the degree to which health and fitness has permeated the consumer consciousness. There is scope for brands to tap into this frame of mind, and to really mine the idea that cleaning is a good – and convenient – workout.
  • One challenge is the conflict between people wanting a clean and tidy home, but not being prepared to spend a lot of time on household cleaning. While four in ten people would describe themselves as house-proud, over half say they can always find better things to do with their time than cleaning.
  • Taking pride in the home is a strong emotion and advertising messages should focus on avoiding the embarrassment of a dirty home through using high-performance, quick-action products. Four in ten people are sometimes embarrassed by the state of their home.
  • Promotions for new cleaning products need to be flexible enough to appeal to a wide range of households. The trial of a new cleaning product is most likely to be encouraged by money-saving offers, which account for five out of the top six factors that would encourage purchasing.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Abbreviations
        • Future Opportunities

            • Shape up your body, shape up your home
              • Man of the house
              • Market in Brief

                • Strong desire for a clean home
                  • What is in the home impacts on demand
                    • Working patterns drive need for convenience
                      • More households assures at least some growth
                        • Majority do laundry two or more times a week
                          • Kitchen and bathroom cleaning are once a week jobs
                            • Vacuuming among the most regular tasks
                              • Women still do most of the cleaning
                                • Satisfaction but little enjoyment in cleaning
                                  • Promotions have a big influence on product trial
                                  • Internal Market Environment

                                    • Key points
                                      • Satisfaction in a clean house
                                        • Figure 1: Agreement with selected attitudes towards housework, 2006-10
                                      • Wide variation in time spent on chores
                                        • Figure 2: Amount of time spent on average weekday on household chores (cleaning, washing, gardening, etc), 2006-10
                                        • Figure 3: Spending two hours or more on an average weekday doing household chores, by gender, age and socio-economic group, 2010
                                      • Detergent sales linked to ownership of appliances
                                        • Figure 4: Trends in ownership of household appliances, 2006-10
                                        • Figure 5: Ownership of dishwashers and tumble dryers, by age and socio-economic group, 2010
                                      • Fewer rooms means less cleaning to do
                                          • Figure 6: Number of rooms in home, 2006-10
                                        • Keeping the germs away through cleaning
                                          • Figure 7: Selected minor ailments and skin conditions suffered from in the last 12 months, 2006-10
                                        • Cleaning and exposure to allergies
                                          • Figure 8: Allergies that people are prone to, 2008-10
                                        • Few pay for help with household chores
                                          • Figure 9: Paid help at home with household chores, 2006-10
                                      • Broader Market Environment

                                        • Key points
                                          • Working women drive need for convenience
                                            • Figure 10: Working status of women, 2006-10
                                          • Unemployment means more people at home
                                            • Figure 11: Time spent on occupation during average day, 2006-10
                                          • Competition for time spent at home
                                            • Figure 12: Spending a lot of time on household chores compared with other activities at home during a typical week or typical weekend, June 2010
                                          • Looking for more value from cleaning products
                                            • Figure 13: GDP, PDI and consumer expenditure, at current prices, 2005-15
                                          • More households a boost to household care
                                            • Figure 14: UK households, by size, 2005-15
                                          • Taking advantage of more children
                                            • Figure 15: Trends in the age structure of the UK population, 2005-15
                                            • Figure 16: Population trends, by socio-economic group, 2005-15
                                        • Frequency of Undertaking Household Tasks

                                          • Key points
                                            • Laundry done more often than ironing
                                              • Figure 17: Frequency of doing laundry and dishwashing tasks in the home, November 2010
                                              • Figure 18: Frequency of doing the laundry, by presence of children in the household, November 2010
                                            • Once a week cleaning most likely for bathrooms
                                              • Figure 19: Frequency of cleaning the toilet and bathroom in the home, November 2010
                                              • Figure 20: Frequency of cleaning the toilet, by age and socio-economic group, November 2010
                                            • Oven cleaning more likely to be neglected
                                              • Figure 21: Frequency of cleaning the kitchen, the hob and the oven in the home, November 2010
                                              • Figure 22: Frequency of cleaning the kitchen, by socio-economic group, November 2010
                                            • Nearly half vacuum more than once a week
                                              • Figure 23: Frequency of doing other general cleaning tasks in the home, November 2010
                                              • Figure 24: Frequency of vacuuming the floors four or more times a week, by socio-economic group and presence of children in household, November 2010
                                          • Household Cleaning Behaviour

                                            • Key points
                                              • Women still do the bulk of the cleaning
                                                • Figure 25: Attitudes towards cleaning and tidying home, November 2010
                                                • Figure 26: Agreement with statement: ‘I do most of the cleaning in my household’, by gender and age, November 2010
                                              • Few have an established cleaning routine
                                                • Figure 27: Agreement with statement: ‘I struggle to find enough time for cleaning’, by age and gender, November 2010
                                            • Attitudes Towards Household Cleaning

                                              • Key points
                                                • Satisfaction in a clean and tidy home
                                                  • Figure 28: Attitudes towards household cleaning, November 2010
                                                  • Figure 29: Attitudes towards household cleaning, November 2010
                                                • Little enjoyment in doing housework
                                                    • Figure 30: Agreement with statement: ‘I see cleaning the house as a good form of exercise’, by gender, age and socio-economic group, November 2010
                                                  • Better things to do than clean the house?
                                                    • Maintaining a high standard of home hygiene
                                                      • Figure 31: Agreement with statement: ‘Regular cleaning is important to get rid of germs’, by age and presence of children in household, November 2010
                                                  • Factors Encouraging Cleaning Product Purchases

                                                    • Key points
                                                      • Special offers the biggest influence on product trial
                                                        • Figure 32: Factors that encourage trial of a new product, November 2010
                                                        • Figure 33: Influence of promotions on trying new cleaning products, by gender and age, November 2010
                                                      • Longer-lasting results have strong appeal
                                                        • Figure 34: Influence of product features on trying new cleaning products, by gender and age, November 2010
                                                      • Green product formulations lack awareness
                                                          • Figure 35: Number of factors that would influence consumers to try new cleaning products, November 2010
                                                      • Target Groups

                                                        • Key points
                                                            • Figure 36: Target groups for cleaning the home, November 2010
                                                          • Not Too Fussy (16%)
                                                            • House Proud (24%)
                                                              • Clean and Tidy (27%)
                                                                • Reluctant Cleaners (20%)
                                                                  • Apathetic (13%)
                                                                  • Appendix – Internal Market Environment

                                                                      • Figure 37: Agreement with selected attitudes towards housework, by demographics, 2010
                                                                      • Figure 38: Amount of time spent on average weekday on household chores (cleaning, washing, gardening etc), by demographics, 2010
                                                                      • Figure 39: Amount of time spent on average weekday on household chores (cleaning, washing, gardening etc), by demographics, 2010
                                                                      • Figure 40: Ownership of household appliances, by demographics, 2010
                                                                      • Figure 41: Living rooms including dining rooms in home, by demographics, 2010
                                                                      • Figure 42: Bedrooms in home, by demographics, 2010
                                                                      • Figure 43: Bathrooms in home, by demographics, 2010
                                                                      • Figure 44: Paid help at home with household chores, by demographics, 2010
                                                                  • Appendix – Broader Market Environment

                                                                      • Figure 45: Working status of women, by demographics, 2010
                                                                      • Figure 46: Time spent on occupation on average day, by demographics, 2010
                                                                      • Figure 47: Time spent on occupation on average day, by demographics, 2010
                                                                  • Appendix – Frequency of Undertaking Household Tasks

                                                                      • Figure 48: Frequency of doing the laundry, by demographics, November 2010
                                                                      • Figure 49: Frequency of ironing, by demographics, November 2010
                                                                      • Figure 50: Frequency of hand washing the dishes/pans, by demographics, November 2010
                                                                      • Figure 51: Frequency of running the dishwasher, by demographics, November 2010
                                                                      • Figure 52: Frequency of cleaning the toilet, by demographics, November 2010
                                                                      • Figure 53: Frequency of cleaning the bathroom, by demographics, November 2010
                                                                      • Figure 54: Frequency of cleaning the kitchen, by demographics, November 2010
                                                                      • Figure 55: Frequency of vacuuming the floors, by demographics, November 2010
                                                                      • Figure 56: Frequency of mopping floors, by demographics, November 2010
                                                                      • Figure 57: Frequency of polishing/dusting, by demographics, November 2010
                                                                      • Figure 58: Frequency of cleaning the hob, by demographics, November 2010
                                                                      • Figure 59: Frequency of cleaning the oven, by demographics, November 2010
                                                                      • Figure 60: Frequency of cleaning windows, by demographics, November 2010
                                                                  • Appendix – Household Cleaning Behaviour

                                                                      • Figure 61: Attitudes towards cleaning and tidying home, by demographics, November 2010
                                                                      • Figure 62: Attitudes towards cleaning and tidying home, by demographics, November 2010
                                                                  • Appendix – Attitudes Towards Household Cleaning

                                                                      • Figure 63: Agreement with statement: ‘I enjoy doing housework’, by demographics, November 2010
                                                                      • Figure 64: Agreement with statement: ‘I would describe myself as house-proud’, by demographics, November 2010
                                                                      • Figure 65: Agreement with statement: ‘Sometimes I am embarrassed by the state of my home’, by demographics, November 2010
                                                                      • Figure 66: Agreement with statement: ‘I can’t relax if my home is messy’, by demographics, November 2010
                                                                      • Figure 67: Agreement with statement: ‘I prefer my home to look lived-in, not like a show-home’, by demographics, November 2010
                                                                      • Figure 68: Agreement with statement: ‘I can’t stand cleaning my home’, by demographics, November 2010
                                                                      • Figure 69: Agreement with statement: ‘I get satisfaction from seeing my home clean and tidy’, by demographics, November 2010
                                                                      • Figure 70: Agreement with statement: ‘I hate/dislike cleaning but am happy when it’s done’, by demographics, November 2010
                                                                      • Figure 71: Agreement with statement: ‘Regular cleaning is important to get rid of germs’, by demographics, November 2010
                                                                      • Figure 72: Agreement with statement: ‘I prefer my home to be clean and tidy all of the time’, by demographics, November 2010
                                                                      • Figure 73: Attitudes towards ‘I can always find better things to do with my time than clean my home’ by demographics, November 2010
                                                                      • Figure 74: Agreement with statement: ‘I see cleaning the house as a good form of exercise’, by demographics, November 2010
                                                                  • Appendix – Factors Encouraging Cleaning Product Purchases

                                                                      • Figure 75: Most popular factors that encourage trial of a new product, by demographics, November 2010
                                                                      • Figure 76: Next most popular factors that encourage trial of a new product, by demographics, November 2010
                                                                      • Figure 77: Number of factors that would encourage trial of a new cleaning product, by demographics, November 2010
                                                                      • Figure 78: Attitudes towards cleaning and tidying home, by number of factors that would encourage trial of a new cleaning product, November 2010
                                                                      • Figure 79: Attitudes towards household cleaning, by number of factors that would encourage trial of a new cleaning product, November 2010
                                                                      • Figure 80: Factors that would encourage the trial of new cleaning products, by number of factors that would encourage the trial of new cleaning products, November 2010
                                                                  • Appendix – Target Groups

                                                                      • Figure 81: Frequency of doing household tasks in home, by target groups, November 2010
                                                                      • Figure 82: Attitudes towards cleaning and tidying home, by target groups, November 2010
                                                                      • Figure 83: Attitudes towards household cleaning, by target groups, November 2010
                                                                      • Figure 84: Factors that encourage trial of a new product, by target groups, November 2010
                                                                      • Figure 85: Target groups, by demographics, November 2010

                                                                  Companies Covered

                                                                  • Council of Mortgage Lenders
                                                                  • Government Actuary's Department (GAD)
                                                                  • Kantar Media
                                                                  • Unilever Plc

                                                                  Cleaning the House - UK - January 2011

                                                                  £1,750.00 (Excl.Tax)