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Cleaning the House - UK - January 2013

“In a competitive marketplace with a large number of new product launches and heavy investment in advertising, brands need to stand out from their competitors through adopting fresh marketing themes and making use of a variety of media and industry links. Content for the promotion of new products needs to focus on what getting the cleaning done using particular products means to people in terms of giving them emotional satisfaction and improving the ambience of their home.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • Which demographic groups could be encouraged to do more cleaning?
  • How can people’s cleaning priorities be used to maximise sales?
  • What can brands do to help people with their most disliked jobs?
  • What themes can new campaigns adopt to stand out in the market?
  • What industry and media links could be used to generate more interest?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Amount of time spent cleaning
              • Four and a half hours a week spent cleaning
                • Figure 1: Amount of time spent on average during a typical week cleaning the home, November 2012
              • Household cleaning priorities
                • Kitchen cleaning seen as most important
                  • Figure 2: Top household cleaning priorities, November 2012
                • Most disliked cleaning tasks
                  • Cleaning the oven the worst cleaning job
                    • Figure 3: Most disliked household cleaning tasks, November 2012
                  • Cleaning behaviour
                    • Visiting guests the biggest trigger for household cleaning
                      • Figure 4: Agreement with statements about cleaning behaviour, November 2012
                    • Attitudes towards cleaning
                      • Pride in a clean and fresh home
                        • Figure 5: Attitudes towards household cleaning, November 2012
                      • What we think
                      • Issues in the Market

                          • Which demographic groups could be encouraged to do more cleaning?
                            • How can people’s cleaning priorities be used to maximise sales?
                              • What can brands do to help people with their most disliked jobs?
                                • What themes can new campaigns adopt to stand out in the market?
                                  • What industry and media links could be used to generate more interest?
                                  • Trend Application

                                      • Trend: Help Me Help Myself
                                        • Trend: Home of the Senses
                                          • 2015 Trend: Access Anything Anywhere
                                          • Market Drivers

                                            • Key points
                                              • Majority take pride in maintaining a clean home
                                                • Figure 6: Trends in agreement with selected attitudes towards housework, 2007-12
                                              • Household chores a significant demand on time
                                                • Figure 7: Trends in amount of time spent on average weekday on household chores (cleaning, washing, gardening, etc), 2007-12
                                              • Trend towards less living and dining space
                                                • Figure 8: Trends in number of rooms in home, 2007-12
                                                • Figure 9: UK households, by size, 2007-17
                                              • More men needing to take responsibility for cleaning
                                                • Figure 10: Household size, by gender, 2007-12
                                              • Preventing the spread of germs and protecting skin
                                                • Figure 11: Trends on selected minor ailments and skin conditions suffered from in the last 12 months, 2007-12
                                                • Figure 12: Trends in allergies that people are prone to, 2008-12
                                              • Few people pay for help with household chores
                                                • Figure 13: Trends in paid help at home with household chores, 2007-12
                                              • Population growth will generate more cleaning
                                                • Figure 14: Trends in the age structure of the UK population, 2007-17
                                              • Long working hours mean less time for cleaning
                                                • Figure 15: Working status, by gender, 2012
                                                • Figure 16: Time spent on occupation on an average day, by gender, 2012
                                            • Amount of Time Spent Cleaning

                                              • Key points
                                                • Nearly five hours a week spent cleaning
                                                  • Figure 17: Amount of time spent on average during a typical week cleaning the home, November 2012
                                                • Men spend two hours less than women cleaning
                                                  • Figure 18: Average amount of time men and women spend cleaning, by age, November 2012
                                                • Youngest age group doing the least cleaning
                                                  • Figure 19: Average amount of time spent cleaning, by working status and presence of children in household, November 2012
                                                • The biggest cleaners are the keenest on fragrances
                                                  • Figure 20: Average amount of time spent cleaning, by agreement with most popular statements on shopping for household products, April 2012
                                              • Household Cleaning Priorities

                                                • Key points
                                                  • A clean kitchen the top priority
                                                    • Figure 21: Top household cleaning priorities, November 2012
                                                  • High importance attached to toilet cleaning
                                                    • Vacuuming a bigger priority for younger people
                                                      • Figure 22: Cleaning the kitchen, toilets and bathroom, and vacuuming floors as cleaning priorities, by age, November 2012
                                                    • Bathroom cleaning more important to over-55s
                                                      • Big cleaners prioritise hygiene-related cleaning
                                                        • Figure 23: Top household cleaning priorities, by amount of time spent on average during a typical week cleaning the home, November 2012
                                                    • Most Disliked Household Cleaning Tasks

                                                      • Key points
                                                        • Cleaning the oven the worst cleaning job
                                                          • Figure 24: Most disliked household cleaning tasks, November 2012
                                                        • Younger people most dislike toilet cleaning
                                                          • Figure 25: Cleaning toilets as a top cleaning priority and most disliked cleaning task, by age, November 2012
                                                        • Window cleaning too much hard work
                                                          • Other cleaning tasks less of a problem
                                                            • Figure 26: Most disliked household cleaning tasks, by amount of time spent on average during a typical week cleaning the home, November 2012
                                                            • Figure 27: Most disliked household cleaning tasks, by top household cleaning priorities, November 2012
                                                        • Cleaning Behaviour

                                                          • Key points
                                                            • Guests the biggest trigger for cleaning the home
                                                              • Figure 28: Agreement with statements about cleaning behaviour, November 2012
                                                              • Figure 29: Triggers for cleaning activity, by age, November 2012
                                                            • Women doing most of the cleaning
                                                              • Figure 30: Agreement with statement ‘I spend more time cleaning the house than I did a few years ago’, by gender and age, November 2012
                                                            • Half clean up as they go along
                                                              • Figure 31: Approaches to cleaning, by age, November 2012
                                                            • Minority struggle to find time to clean thoroughly
                                                            • Attitudes Towards Cleaning

                                                              • Key points
                                                                • Taking pride in maintaining a clean home
                                                                  • Figure 32: Attitudes towards household cleaning, November 2012
                                                                  • Figure 33: Any agreement with attitudinal statements on household cleaning, November 2012
                                                                • Getting satisfaction from taking care of home
                                                                    • Figure 34: Getting satisfaction from caring for home and putting off household chores, by age, November 2012
                                                                  • A clean home is a healthy home
                                                                    • Figure 35: Attitudes towards hygiene and ingredients in cleaning products, by presence of children in household, November 2012
                                                                  • Convenience also an important factor
                                                                      • Figure 36: Attitudes towards convenience and ease of use, and willingness to spend more for branded products, by age and socio-economic group, November 2012
                                                                    • A fresh smell for those doing the most cleaning
                                                                      • Figure 37: Attitudes towards household cleaning (any agree), by amount of time spent on average during a typical week cleaning the home, November 2012
                                                                  • Target Groups

                                                                    • Key points
                                                                      • Figure 38: Target groups for cleaning the house, November 2012
                                                                    • Ingredients Focused (24%)
                                                                      • Cleaning patterns, priorities and dislikes, and shopping behaviour
                                                                        • Demographic characteristics
                                                                          • House Proud (27%)
                                                                            • Cleaning patterns, priorities and dislikes, and shopping behaviour
                                                                              • Demographic characteristics
                                                                                • Reluctant Cleaners (26%)
                                                                                  • Cleaning patterns, priorities and dislikes, and shopping behaviour
                                                                                    • Demographic characteristics
                                                                                      • Apathetic (23%)
                                                                                        • Cleaning patterns, priorities and dislikes, and shopping behaviour
                                                                                          • Demographic characteristics
                                                                                          • Appendix – Market Drivers

                                                                                              • Figure 39: Attitudes towards cleaning and housework, by demographics, 2012
                                                                                              • Figure 40: Attitudes towards cleaning and housework, by demographics, 2012 (continued)
                                                                                              • Figure 41: Number of living rooms including dining rooms in home, by demographics, 2012
                                                                                              • Figure 42: Number of bedrooms in home, by demographics, 2012
                                                                                              • Figure 43: Number of bathrooms in home, by demographics, 2012
                                                                                              • Figure 44: Paid help at home with household chores, by demographics, 2012
                                                                                              • Figure 45: Working status of all adults, by demographics, 2012
                                                                                              • Figure 46: Working status of men, by demographics, 2012
                                                                                              • Figure 47: Working status of women, by demographics, 2012
                                                                                              • Figure 48: Time spent by all adults on occupation on an average day, by demographics, 2012
                                                                                              • Figure 49: Time spent by all adults on occupation on an average day, by demographics, 2012 (continued)
                                                                                              • Figure 50: Time spent by men on occupation on an average day, by demographics, 2012
                                                                                              • Figure 51: Time spent by men on occupation on an average day, by demographics, 2012 (continued)
                                                                                              • Figure 52: Time spent by women on occupation on an average day, by demographics, 2012
                                                                                              • Figure 53: Time spent by women on occupation on an average day, by demographics, 2012 (continued)
                                                                                          • Appendix – Amount of Time Spent Cleaning

                                                                                              • Figure 54: Amount of time spent on average during a typical week cleaning the home, by demographics, November 2012
                                                                                              • Figure 55: Amount of time spent by men on average during a typical week cleaning the home, by demographics, November 2012
                                                                                              • Figure 56: Amount of time spent by women on average during a typical week cleaning the home, by demographics, November 2012
                                                                                              • Figure 57: Average amount of time spent during a typical week cleaning the home, by demographics, November 2012
                                                                                              • Figure 58: Average amount of time spent by men during a typical week cleaning the home, by demographics, November 2012
                                                                                              • Figure 59: Average amount of time spent by women during a typical week cleaning the home, by demographics, November 2012
                                                                                          • Appendix – Household Cleaning Priorities

                                                                                              • Figure 60: Top household cleaning priorities, by demographics, November 2012
                                                                                              • Figure 61: Top household cleaning priorities of men, by demographics, November 2012
                                                                                              • Figure 62: Top household cleaning priorities of women, by demographics, November 2012
                                                                                          • Appendix – Most Disliked Household Cleaning Tasks

                                                                                              • Figure 63: Most disliked household cleaning tasks, by demographics, November 2012
                                                                                              • Figure 64: Most disliked household cleaning tasks, by demographics, November 2012 (continued)
                                                                                              • Figure 65: Most popular disliked household cleaning tasks among men, by demographics, November 2012
                                                                                              • Figure 66: Most disliked household cleaning tasks among women, by demographics, November 2012
                                                                                          • Appendix – Cleaning Behaviour

                                                                                              • Figure 67: Agreement with statements about cleaning behaviour, by demographics, November 2012
                                                                                              • Figure 68: Agreement with statements about cleaning behaviour, by demographics, November 2012 (continued)
                                                                                              • Figure 69: Agreement with statements about cleaning behaviour – men, by demographics, November 2012
                                                                                              • Figure 70: Agreement with statements about cleaning behaviour – men, by demographics, November 2012
                                                                                              • Figure 71: Agreement with statements about cleaning behaviour – women, by demographics, November 2012
                                                                                              • Figure 72: Agreement with statements about cleaning behaviour – women, by demographics, November 2012 (continued)
                                                                                              • Figure 73: Agreement with statements about cleaning behaviour, by amount of time spent on average during a typical week cleaning the home, November 2012
                                                                                          • Appendix – Attitudes Towards Cleaning

                                                                                              • Figure 74: Agreement with the statements ‘It's important to take time doing household chores’ and ‘Convenience and ease are more important than getting things perfectly clean’, by demographics, November 2012
                                                                                              • Figure 75: Agreement with the statements ‘A clean and well cared for home leaves a positive impression on others’ and ‘I tend to put off household chores as long as I can’, by demographics, November 2012
                                                                                              • Figure 76: Agreement with the statements ‘Taking care of my home gives me a sense of satisfaction’ and ‘Cleaning is just a chore that has to be done’, by demographics, November 2012
                                                                                              • Figure 77: Agreement with the statements ‘I make sure the household products I buy are environmentally friendly’ and ‘It’s important for my home to smell clean’, by demographics, November 2012
                                                                                              • Figure 78: Agreement with the statements ‘I pay attention to cleaning unseen germs or allergens around the home’ and ‘It’s worth spending more for branded cleaning products’, by demographics, November 2012
                                                                                              • Figure 79: Agreement with the statements ‘Ingredients in many cleaning products are unhealthy’ and ‘It’s important for one’s health to have a clean home’, by demographics, November 2012
                                                                                          • Appendix – Target Groups

                                                                                              • Figure 80: Target groups, by demographics, November 2012
                                                                                              • Figure 81: Amount of time spent on average during a typical week cleaning the home, by target groups, November 2012
                                                                                              • Figure 82: Top household cleaning priorities, by target groups, November 2012
                                                                                              • Figure 83: Most disliked household cleaning tasks, by target groups, November 2012
                                                                                              • Figure 84: Agreement with statements about cleaning behaviour, by target groups, November 2012
                                                                                              • Figure 85: Attitudes towards household cleaning (any agree), by target groups, November 2012
                                                                                              • Figure 86: Agreement with statements on shopping for household products, by target groups, April 2012

                                                                                          Companies Covered

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                                                                                          Cleaning the House - UK - January 2013

                                                                                          US $2,583.33 (Excl.Tax)