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Cleaning the House - UK - January 2012

“While the vast majority of people get satisfaction from seeing a clean and tidy home, most don’t want their home to look akin to a show home. Promoting a homely rather than sterile look in advertising is therefore likely to appeal. This could include cleaning brands going beyond traditional messages about cleaning power and killing germs and focusing on the home as a social venue, including the promotion of seasonal products in the pre-Christmas period.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • How frequently do people clean the home?
  • Who takes on the main responsibility for cleaning tasks in UK homes?
  • What triggers cleaning and how are people finding enough time for it?
  • How can brands respond to attitudes towards cleaning?
  • What factors are most likely to encourage the trial of new products?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market factors
              • Satisfaction in seeing the results of cleaning
                • Figure 1: Attitudes towards housework, cleaning and cleaning products, 2011
              • Women spend more time on household chores
                • Growth in number of households projected
                  • Figure 2: UK households, by size, 2011-16
                • Work puts pressure on time for cleaning
                  • Frequency of undertaking household cleaning tasks
                    • A fifth of homes clean the toilet once a day
                      • Figure 3: Frequency of cleaning the toilet and bathroom, December 2011
                    • Kitchen worktops receive frequent cleaning
                      • Figure 4: Frequency of cleaning the kitchen, December 2011
                    • Polishing/dusting part of a weekly routine
                      • Figure 5: Frequency of undertaking other cleaning tasks, December 2011
                    • Responsibility for cleaning and buying cleaning products
                      • Women still taking on the main cleaning responsibilities
                        • Figure 6: Responsibility for doing the cleaning, by gender, December 2011
                      • Household cleaning behaviour
                        • Home entertaining triggers cleaning activity
                          • Figure 7: Cleaning behaviour and triggers for cleaning the home, December 2011
                        • Attitudes towards cleaning
                          • Strong desire for a clean and tidy home
                            • Figure 8: Attitudes towards household cleaning, December 2011
                          • Factors encouraging purchase of cleaning products
                            • Special offers and longer-lasting results biggest influences
                              • Figure 9: Factors that encourage the trial of a new product, December 2011
                            • Importance of household cleaning tasks
                              • Kitchen worktops and toilets the top priorities
                                • Figure 10: Importance attached to various household cleaning tasks, December 2011
                              • What we think
                              • Issues in the Market

                                  • How frequently do people clean the home?
                                    • Who takes on the main responsibility for cleaning tasks in UK homes?
                                      • What triggers cleaning and how are people finding enough time for it?
                                        • How can brands respond to attitudes towards cleaning?
                                          • What factors are most likely to encourage the trial of new products?
                                          • Future Opportunities

                                              • Trend: Many Mes
                                                • Trend: Life Hacking
                                                • Internal Market Environment

                                                  • Key points
                                                    • Satisfaction in seeing a clean and tidy home
                                                      • Figure 11: Trends in agreement with selected attitudes towards housework, 2006-11
                                                    • Women spend more time on household chores
                                                      • Figure 12: Trends in amount of time spent on average weekday on household chores (cleaning, washing, gardening, etc), 2006-11
                                                    • More homes with just one living room
                                                      • Figure 13: Trends in number of rooms in home, 2006-11
                                                      • Figure 14: Breakdown of the number of toilets in homes in the UK, June 2011
                                                    • Linking a clean home with better personal health
                                                      • Figure 15: Trends on selected minor ailments and skin conditions suffered from in the last 12 months, 2006-11
                                                      • Figure 16: Trends in allergies that people are prone to, 2008-11
                                                    • Paid help with household chores a rarity
                                                      • Figure 17: Trends in paid help at home with household chores, 2006-11
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Growth in number of households projected
                                                        • Figure 18: UK households, by size, 2006-16
                                                      • An ageing population but also more children
                                                        • Figure 19: Trends in the age structure of the UK population, 2006-16
                                                      • Working women under pressure
                                                        • Figure 20: Working status, by gender, 2011
                                                      • More than a quarter of women work seven or more hours a day
                                                        • Figure 21: Time spent on occupation on an average day, by gender, 2011
                                                      • Growing proportion of ABs in population
                                                        • Figure 22: Forecast adult population trends, by socio-economic group, 2006-16
                                                    • Frequency of Undertaking Household Cleaning Tasks

                                                      • Key points
                                                        • One in five clean the toilet on a daily basis
                                                            • Figure 23: Frequency of cleaning the toilet and bathroom, December 2011
                                                          • Older bias to more frequent toilet cleaning
                                                            • Figure 24: Cleaning toilets, baths and wash basins more than once a week, by age, December 2011
                                                          • Kitchen worktops the most cleaned surfaces
                                                              • Figure 25: Frequency of cleaning the kitchen and bins, December 2011
                                                            • Children generate more kitchen cleaning
                                                              • Figure 26: Cleaning kitchen worktops or hobs once a day or more, by age, December 2011
                                                            • Weekly polishing/dusting most common
                                                              • Figure 27: Frequency of undertaking other cleaning tasks, December 2011
                                                            • Less affluent groups the biggest cleaners
                                                              • Figure 28: Vacuuming of floors, mopping of floors and polishing/dusting more than once a week, by socio-economic group, December 2011
                                                          • Responsibility for Cleaning and Buying Cleaning Products

                                                            • Key points
                                                              • Women still take main responsibility for purchasing
                                                                • Figure 29: Responsibility for buying cleaning products, by gender, December 2011
                                                                • Figure 30: Those buying the cleaning products in their household, by gender and age, December 2011
                                                                • Figure 31: Involvement with buying cleaning products, by men who are married or living with a partner, December 2011
                                                              • Men’s contribution part of shared responsibility
                                                                  • Figure 32: Responsibility for cleaning the home, by gender, December 2011
                                                                  • Figure 33: I do most of the cleaning in my household, by age, December 2011
                                                                  • Figure 34: Involvement with cleaning the home, by men who are married or living with a partner, December 2011
                                                              • Household Cleaning Behaviour

                                                                • Key points
                                                                  • Arrival of guests triggers cleaning
                                                                      • Figure 35: Cleaning behaviour and triggers for cleaning the home, December 2011
                                                                    • Cleaning up before and after Christmas
                                                                      • Figure 36: Extra-thorough cleaning before or after Christmas, by presence of children, December 2011
                                                                    • Cleaning as you go along or leaving it to the weekend
                                                                        • Figure 37: Cleaning up as you go along vs. doing most of the cleaning at the weekend, by age, December 2011
                                                                      • Struggling to find enough time for cleaning
                                                                        • Figure 38: Struggling for time and leaving home to get really messy, by working status, December 2011
                                                                    • Attitudes Towards Household Cleaning

                                                                      • Key points
                                                                        • Increasing focus on regular cleaning to get rid of germs
                                                                          • Figure 39: Attitudes towards household cleaning, December 2011
                                                                          • Figure 40: Attitudes towards household cleaning, December 2011
                                                                        • Vast majority get satisfaction from a clean and tidy home
                                                                            • Figure 41: Changing attitudes towards household cleaning, November 2010 and December 2011
                                                                          • A lived-in look but without the mess
                                                                              • Figure 42: Changing attitudes towards household cleaning, November 2010 and December 2011
                                                                            • Some exercise benefits seen in cleaning the home
                                                                            • Factors Encouraging Purchase of Cleaning Products

                                                                              • Key points
                                                                                • Introductory special offers exert biggest influence
                                                                                  • Figure 43: Factors that would encourage trial of a new product, December 2011
                                                                                  • Figure 44: Influence of special offers and promotions on encouraging purchase of new cleaning products, by age, December 2011
                                                                                • Strong desire for longer-lasting results
                                                                                    • Figure 45: Product attributes most likely to influence purchase of new cleaning products, by presence of children, December 2011
                                                                                  • Being friendlier on the skin and the environment
                                                                                  • Importance of Household Cleaning Tasks

                                                                                    • Key points
                                                                                      • Kitchen worktops the most important cleaning task
                                                                                        • Figure 46: Importance attached to household cleaning tasks, December 2011
                                                                                        • Figure 47: Importance attached to various household cleaning tasks, December 2011
                                                                                      • Importance attached to fridge cleaning not backed up by actions
                                                                                      • Target Groups

                                                                                        • Key points
                                                                                            • Figure 48: Target groups for cleaning products, December 2011
                                                                                          • Results Focused (22%)
                                                                                            • Keeping Up Appearances (24%)
                                                                                              • Not Too Fussy (26%)
                                                                                                • Live and Let Clean (28%)
                                                                                                • Appendix – Internal Market Environment

                                                                                                    • Figure 49: Agreement with selected attitudes towards housework, by demographics, 2011
                                                                                                    • Figure 50: Agreement with selected attitudes towards housework, by demographics, 2011
                                                                                                    • Figure 51: Amount of time spent on average weekday on household chores (cleaning, washing, gardening, etc), by demographics, 2011
                                                                                                    • Figure 52: Number of living rooms, including dining rooms in home, by demographics, 2011
                                                                                                    • Figure 53: Number of bedrooms in home, by demographics, 2011
                                                                                                    • Figure 54: Number of bathrooms in home, by demographics, 2011
                                                                                                    • Figure 55: Selected minor ailments and skin conditions suffered from in the last 12 months, by demographics, 2011
                                                                                                    • Figure 56: Selected minor ailments and skin conditions suffered from in the last 12 months, by demographics, 2011
                                                                                                    • Figure 57: Allergies that people are prone to, 2011
                                                                                                    • Figure 58: Paid help at home with household chores, by demographics, 2011
                                                                                                • Appendix – Broader Market Environment

                                                                                                    • Figure 59: Working status, by demographics, 2011
                                                                                                    • Figure 60: Working status (continued), by demographics, 2011
                                                                                                    • Figure 61: Working status (continued), by demographics, 2011
                                                                                                    • Figure 62: Working status of men, by demographics, 2011
                                                                                                    • Figure 63: Working status of men (continued), by demographics, 2011
                                                                                                    • Figure 64: Working status of men (continued), by demographics, 2011
                                                                                                    • Figure 65: Working status of women (continued), by demographics, 2011
                                                                                                    • Figure 66: Working status of women (continued), by demographics, 2011
                                                                                                    • Figure 67: Working status of women (continued), by demographics, 2011
                                                                                                    • Figure 68: Time spent on occupation on an average day, by demographics, 2011
                                                                                                    • Figure 69: Time spent on occupation on an average day (continued), by demographics, 2011
                                                                                                    • Figure 70: Time spent by men on occupation on an average day, by demographics, 2011
                                                                                                    • Figure 71: Time spent by men on occupation on an average day (continued), by demographics, 2011
                                                                                                    • Figure 72: Time spent by women on occupation on an average day, by demographics, 2011
                                                                                                    • Figure 73: Time spent by women on occupation on an average day (continued), by demographics, 2011
                                                                                                • Appendix – Frequency of Undertaking Household Cleaning Tasks

                                                                                                    • Figure 74: Frequency of cleaning toilets, by demographics, December 2011
                                                                                                    • Figure 75: Frequency of cleaning baths, by demographics, December 2011
                                                                                                    • Figure 76: Frequency of cleaning wash basins, by demographics, December 2011
                                                                                                    • Figure 77: Frequency of cleaning kitchen worktops, by demographics, December 2011
                                                                                                    • Figure 78: Frequency of cleaning hobs, by demographics, December 2011
                                                                                                    • Figure 79: Frequency of cleaning the oven, by demographics, December 2011
                                                                                                    • Figure 80: Frequency of cleaning refrigerators, by demographics, December 2011
                                                                                                    • Figure 81: Frequency of cleaning bins, by demographics, December 2011
                                                                                                    • Figure 82: Frequency of vacuuming floors, by demographics, December 2011
                                                                                                    • Figure 83: Frequency of mopping floors, by demographics, December 2011
                                                                                                    • Figure 84: Frequency of polishing/dusting, by demographics, December 2011
                                                                                                    • Figure 85: Frequency of cleaning windows, by demographics, December 2011
                                                                                                • Appendix – Responsibility for Cleaning and Buying Cleaning Products

                                                                                                    • Figure 86: Responsibilities for cleaning and buying cleaning products, by demographics, December 2011
                                                                                                • Appendix – Household Cleaning Behaviour

                                                                                                    • Figure 87: Responsibilities for cleaning and buying cleaning products, by demographics, December 2011
                                                                                                • Appendix – Attitudes Towards Household Cleaning

                                                                                                    • Figure 88: Agreement with the statements ‘I enjoy doing housework’ and ‘I would describe myself as house proud’, by demographics, December 2011
                                                                                                    • Figure 89: Agreement with the statements ‘Sometimes I am embarrassed by the state of my home’ and ‘I can’t relax if my home is messy’, by demographics, December 2011
                                                                                                    • Figure 90: Agreement with the statements ‘I prefer my home to look lived-in, not like a show-home’ and ‘I can’t stand cleaning my home’, by demographics, December 2011
                                                                                                    • Figure 91: Agreement with the statements ‘I get satisfaction from seeing my home clean and tidy’ and ‘I hate/dislike cleaning but am happy when it’s done’, by demographics, December 2011
                                                                                                    • Figure 92: Agreement with the statements ‘Regular cleaning is important to get rid of germs’ and ‘I prefer my home to be clean and tidy all of the time’, by demographics, December 2011
                                                                                                    • Figure 93: Agreement with the statements ‘I can always find better things to do with my time than clean my home’ and ‘I see cleaning the house as a good form of exercise’, by demographics, December 2011
                                                                                                • Appendix – Factors Encouraging Purchase of Cleaning Products

                                                                                                    • Figure 94: Factors encouraging purchase of new cleaning products, by demographics, December 2011
                                                                                                    • Figure 95: Factors encouraging purchase of new cleaning products (continued), by demographics, December 2011
                                                                                                    • Figure 96: Factors encouraging purchase of new cleaning products, by demographics, December 2011
                                                                                                • Appendix – Importance of Household Cleaning Tasks

                                                                                                    • Figure 97: Importance attached to household cleaning tasks – any top five ranking, by demographics, December 2011
                                                                                                    • Figure 98: Importance attached to household cleaning tasks – Any top five ranking (continued), by demographics, December 2011
                                                                                                    • Figure 99: Cleaning tasks in the home considered first most important, by demographics, December 2011
                                                                                                • Appendix – Target Groups

                                                                                                    • Figure 100: Attitudes towards household cleaning, by target groups, December 2011
                                                                                                    • Figure 101: Frequency of undertaking cleaning tasks, by target groups, December 2011
                                                                                                    • Figure 102: Attitudes towards cleaning and tidying the home, by target groups December 2011
                                                                                                    • Figure 103: Factors that encourage trial of a new product, by target groups, December 2011
                                                                                                    • Figure 104: Target groups, by demographics, December 2011

                                                                                                Companies Covered

                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                • Asda Group Ltd
                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                • Costcutter Supermarkets Group
                                                                                                • Council of Mortgage Lenders
                                                                                                • Ecover UK
                                                                                                • Government Actuary's Department (GAD)
                                                                                                • J. Sainsbury
                                                                                                • Kantar Media
                                                                                                • Lakeland Ltd
                                                                                                • Lidl (UK)
                                                                                                • Londis (Holdings) Ltd - retail sales
                                                                                                • Marks & Spencer
                                                                                                • Netto Foodstores Ltd
                                                                                                • Reckitt Benckiser (UK)
                                                                                                • Spar UK Ltd
                                                                                                • T-Mobile (UK) Ltd
                                                                                                • Tesco Plc
                                                                                                • Virgin Media Ltd
                                                                                                • Virgin Mobile
                                                                                                • Waitrose
                                                                                                • Wm Morrison Supermarkets

                                                                                                Cleaning the House - UK - January 2012

                                                                                                £1,995.00 (Excl.Tax)