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Cleaning the House - UK - June 2014

“Focusing on not just highlighting the attributes of cleaning products but also showing families doing the cleaning together could help to inject more life into an advertising campaign and at the same time increase engagement with a cleaning brand.”

–    Richard Caines, Senior Household Care Analyst

This report looks into the following issues:

  • Sharing of household cleaning as a theme for a new campaign
  • Understanding people’s general approach to cleaning the house
  • Approach of people to different cleaning tasks around the home
  • What it means to be clean in different rooms of the home

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • Market factors
              • Number of households projected to grow
                • Figure 1: UK households, by size, 2008-18
              • A growing population and recovering economy
                • The consumer
                  • Average time spent cleaning the home four hours and 40 minutes
                    • Figure 2: Amount of time spent on average during a typical week cleaning the home, by gender, April 2014
                  • Cleaning responsibilities not being evenly shared
                    • Figure 3: Level of responsibility spouse or partner takes for cleaning the house, by gender, April 2014
                  • Cleaning a little at a time favoured by older groups
                    • Figure 4: General house-cleaning approach: a little at a time vs. thorough, top-to-bottom cleanings, April 2014
                  • Kitchens get the most frequent cleaning
                    • Figure 5: Approaches to cleaning the kitchen and oven, April 2014
                  • Germ killing the top priority in the bathroom
                    • Figure 6: Signals for having cleaned enough in the bathroom and kitchen, April 2014
                  • High importance attached to a clean home
                    • Figure 7: Any agreement with attitudinal statements on home care, April 2014
                  • What we think
                  • Issues and Insights

                      • Sharing of household cleaning as a theme for a new campaign
                        • The facts
                          • The implications
                            • Understanding people’s general approach to cleaning the house
                              • The facts
                                • The implications
                                  • Approach of people to different cleaning tasks around the home
                                    • The facts
                                      • The implications
                                        • What it means to be clean in different rooms of the home
                                          • The facts
                                            • The implications
                                            • Trend Application

                                                • Trend: Life Hacking
                                                  • Trend: Help Me Help Myself
                                                    • Mintel Futures: Generation Next
                                                    • Market Drivers

                                                      • Key points
                                                        • Growth in number of households
                                                          • Figure 8: UK households, by size, 2008-18
                                                        • More people adds up to more cleaning
                                                          • Figure 9: Trends in the age structure of the UK population, 2008-18
                                                        • Recovery in economy and housing market
                                                          • Figure 10: GDP quarterly percentage change, Q1 2009-Q4 2013
                                                        • Pet ownership drives additional cleaning
                                                          • Figure 11: Pet ownership, July 2013
                                                        • Lifestyles impact on cleaning patterns
                                                          • Figure 12: Current living situation of 16-24-year-olds, September 2013
                                                      • The Consumer – Time Spent Cleaning the House

                                                        • Key points
                                                          • Just under four hours and 40 minutes a week spent cleaning
                                                            • Figure 13: Amount of time spent on average during a typical week cleaning the home, April 2014
                                                          • Men still lagging women in the cleaning stakes
                                                              • Figure 14: Amount of time spent on average during a typical week cleaning the home, by gender, April 2014
                                                            • More working means less time for cleaning
                                                                • Figure 15: Amount of time spent on average during a typical week cleaning the home, by household size, April 2014
                                                            • The Consumer – Household Cleaning Responsibilities

                                                              • Key points
                                                                • Six in 10 people do most of the cleaning
                                                                  • Figure 16: Levels of responsibility for cleaning the house, April 2014
                                                                • More men still not doing their fair share of cleaning
                                                                  • Figure 17: Level of responsibility spouse or partner takes for cleaning the house, by gender, April 2014
                                                                • Limited help with cleaning from other adults and children
                                                                    • Figure 18: Level of responsibility taken for cleaning the house by other adults (including adult children) in households with children aged 18+, April 2014
                                                                  • Very few people use professional services for cleaning
                                                                  • The Consumer – Overall Approach to Cleaning

                                                                    • Key points
                                                                      • Little at a time or top-to-bottom cleanings
                                                                        • Figure 19: General house cleaning approach: a little at a time vs. thorough, top-to-bottom cleanings, April 2014
                                                                      • Cleaning influenced by time available
                                                                        • Figure 20: General house-cleaning approach: I clean when I have the time vs. I schedule time to clean, April 2014
                                                                      • Most people clean before the home gets too messy
                                                                        • Figure 21: General house-cleaning approach: I wait for my home to get messy before cleaning vs. I keep my home clean most of the time, April 2014
                                                                      • Preference for multipurpose cleaning products
                                                                        • Figure 22: General house-cleaning approach: I prefer to use multipurpose cleaning products vs. I prefer to use specialised cleaning products, April 2014
                                                                    • The Consumer – Approach to Different Cleaning Tasks

                                                                      • Key points
                                                                        • Kitchens cleaned the most often
                                                                          • Figure 23: Approach to various cleaning tasks, April 2014
                                                                          • Figure 24: Approaches to cleaning the kitchen and oven, April 2014
                                                                        • Bathrooms get thorough and regular cleaning
                                                                          • Quick and regular approach to floor cleaning
                                                                            • Figure 25: Approaches to vacuuming, mopping and sweeping floors, April 2014
                                                                          • Dusting part of regular cleaning routine
                                                                            • Other cleaning tasks only done when necessary
                                                                            • The Consumer – What it Means to be Clean

                                                                              • Key points
                                                                                • Number of strong signals for a clean kitchen
                                                                                  • Figure 26: Signals for having cleaned enough in the kitchen, April 2014
                                                                                • Germ killing the top priority in the bathroom
                                                                                  • Figure 27: Signals for having cleaned enough in the bathroom, April 2014
                                                                                • A tidy and organised bedroom most important
                                                                                  • Figure 28: Signals for having cleaned enough in the bedroom, April 2014
                                                                                • Similar priorities in living rooms to bedrooms
                                                                                  • Figure 29: Signals for having cleaned enough in the living room/family room, April 2014
                                                                              • The Consumer – Attitudes towards Home Care

                                                                                • Key points
                                                                                  • High importance attached to a clean home
                                                                                    • Figure 30: Attitudes towards home care, April 2014
                                                                                    • Figure 31: Any agreement with attitudinal statements on home care, April 2014
                                                                                  • Importance of a clean home to health
                                                                                    • Rewarding people for their household cleaning efforts
                                                                                      • Desire for convenience important for cleaning brands
                                                                                        • Large proportion of consumers unsure about ingredients
                                                                                        • The Consumer – Target Groups

                                                                                          • Key points
                                                                                              • Figure 32: Target groups for cleaning the house, April 2014
                                                                                            • Product Focused (33%, equivalent to 17.2 million adults aged 16+)
                                                                                              • Time spent and approach to cleaning
                                                                                                • Demographic characteristics
                                                                                                  • Thorough Cleaners (32%, equivalent to 16.7 million adults aged 16+)
                                                                                                    • Time spent and approach to cleaning
                                                                                                      • Demographic characteristics
                                                                                                        • Reluctant Cleaners (35%, equivalent to 18.3 million adults aged 16+)
                                                                                                          • Time spent and approach to cleaning
                                                                                                            • Demographic characteristics
                                                                                                            • Appendix – The Consumer – Time Spent Cleaning the House

                                                                                                                • Figure 33: Amount of time spent on average during a typical week cleaning the home, April 2014
                                                                                                                • Figure 34: Time spent cleaning the house, by demographics, April 2014
                                                                                                                • Figure 35: Time spent cleaning the house by men, by demographics, April 2014
                                                                                                                • Figure 36: Time spent cleaning the house by women, by demographics, April 2014
                                                                                                            • Appendix – The Consumer – Household Cleaning Responsibilities

                                                                                                                • Figure 37: Levels of responsibility for cleaning the house, April 2014
                                                                                                                • Figure 38: Levels of responsibility for cleaning the house – Myself, by demographics, April 2014
                                                                                                                • Figure 39: Levels of responsibility for cleaning the house – My spouse/partner, by demographics, April 2014
                                                                                                                • Figure 40: Levels of responsibility for cleaning the house – Other adults, by demographics, April 2014
                                                                                                                • Figure 41: Levels of responsibility for cleaning the house – Professional service, by demographics, April 2014
                                                                                                                • Figure 42: Levels of responsibility for cleaning the house – Children younger than 18, by demographics, April 2014
                                                                                                                • Figure 43: Levels of responsibility for cleaning the house for men – Myself, by demographics, April 2014
                                                                                                                • Figure 44: Levels of responsibility for cleaning the house for men – My spouse/partner, by demographics, April 2014
                                                                                                                • Figure 45: Levels of responsibility for cleaning the house for women – Myself, by demographics, April 2014
                                                                                                                • Figure 46: Levels of responsibility for cleaning the house for women – My spouse/partner, by demographics, April 2014
                                                                                                            • Appendix – The Consumer – Overall Approach to Cleaning

                                                                                                                • Figure 47: General household cleaning approach: statements, April 2014
                                                                                                                • Figure 48: General house-cleaning approach: a little at a time vs. thorough, top-to-bottom cleanings, by demographics, April 2014
                                                                                                                • Figure 49: General house-cleaning approach: I clean when I have the time vs. I schedule time to clean, by demographics, April 2014
                                                                                                                • Figure 50: General house-cleaning approach: I wait for my home to get messy before cleaning vs. I keep my home clean most of the time, by demographics, April 2014
                                                                                                                • Figure 51: General house-cleaning approach: I prefer to use multipurpose cleaning products vs. I prefer to use specialised cleaning products, by demographics, April 2014
                                                                                                                • Figure 52: General household cleaning approach: statements, by time spent cleaning the house, April 2014
                                                                                                            • Appendix – The Consumer – Approach to Different Cleaning Tasks

                                                                                                                • Figure 53: Approach to various cleaning tasks, April 2014
                                                                                                                • Figure 54: Approach to cleaning task – The bathroom, by demographics, April 2014
                                                                                                                • Figure 55: Approach to cleaning task – The kitchen, by demographics, April 2014
                                                                                                                • Figure 56: Approach to cleaning task – The oven, by demographics, April 2014
                                                                                                                • Figure 57: Approach to cleaning task – Vacuuming floors, by demographics, April 2014
                                                                                                                • Figure 58: Approach to cleaning task – Mopping floors, by demographics, April 2014
                                                                                                                • Figure 59: Approach to cleaning task – Sweeping floors, by demographics, April 2014
                                                                                                                • Figure 60: Approach to cleaning task – Dusting items/furniture, by demographics, April 2014
                                                                                                                • Figure 61: Approach to cleaning task – Polishing furniture, by demographics, April 2014
                                                                                                                • Figure 62: Approach to cleaning task – Vacuuming fabrics/upholstery, by demographics, April 2014
                                                                                                                • Figure 63: Approach to cleaning task – Spot cleaning fabrics/upholstery, by demographics, April 2014
                                                                                                                • Figure 64: Approach to cleaning task – Shampooing fabrics/upholstery, by demographics, April 2014
                                                                                                                • Figure 65: Approach to cleaning task – Windows, by demographics, April 2014
                                                                                                                • Figure 66: Approach to various cleaning tasks, by time spent cleaning the house, April 2014
                                                                                                            • Appendix – The Consumer – What it Means to be Clean

                                                                                                                • Figure 67: Signals for having cleaned enough in the kitchen, April 2014
                                                                                                                • Figure 68: Signals for having cleaned enough in the bathroom, April 2014
                                                                                                                • Figure 69: Signals for having cleaned enough in the bedroom, April 2014
                                                                                                                • Figure 70: Signals for having cleaned enough in the living room/family room, April 2014
                                                                                                                • Figure 71: ‘Things look tidy, organised’ – kitchen, by demographics, April 2014
                                                                                                                • Figure 72: ‘Things look tidy, organised’ – bathroom, by demographics, April 2014
                                                                                                                • Figure 73: ‘Things look tidy, organised’ – bedroom, by demographics, April 2014
                                                                                                                • Figure 74: ‘Things look tidy, organised’ – living room/family room, by demographics, April 2014
                                                                                                                • Figure 75: ‘Things smell clean’ – kitchen, by demographics, April 2014
                                                                                                                • Figure 76: ‘Things smell clean’ – bathroom, by demographics, April 2014
                                                                                                                • Figure 77: ‘Things smell clean’ – bedroom, by demographics, April 2014
                                                                                                                • Figure 78: ‘Things smell clean’ – living room/family room, by demographics, April 2014
                                                                                                                • Figure 79: ‘Surfaces are free of germs and bacteria’ – kitchen, by demographics, April 2014
                                                                                                                • Figure 80: ‘Surfaces are free of germs and bacteria’ – bathroom, by demographics, April 2014
                                                                                                                • Figure 81: ‘Surfaces are free of germs and bacteria’ – bedroom, by demographics, April 2014
                                                                                                                • Figure 82: ‘Surfaces are free of germs and bacteria’ – living room/family room, by demographics, April 2014
                                                                                                                • Figure 83: ‘Surfaces are smudge-free and shiny’ – kitchen, by demographics, April 2014
                                                                                                                • Figure 84: ‘Surfaces are smudge-free and shiny’ – bathroom, by demographics, April 2014
                                                                                                                • Figure 85: ‘Surfaces are smudge-free and shiny’ – bedroom, by demographics, April 2014
                                                                                                                • Figure 86: ‘Surfaces are smudge-free and shiny’ – living room/family room, by demographics, April 2014
                                                                                                                • Figure 87: ‘There’s no visible dirt or dust’ – kitchen, by demographics, April 2014
                                                                                                                • Figure 88: ‘There’s no visible dirt or dust’ – bathroom, by demographics, April 2014
                                                                                                                • Figure 89: ‘There’s no visible dirt or dust’ – bedroom, by demographics, April 2014
                                                                                                                • Figure 90: ‘There’s no visible dirt or dust’ – living room/family room, by demographics, April 2014
                                                                                                                • Figure 91: ‘There’s no visible grime’ – kitchen, by demographics, April 2014
                                                                                                                • Figure 92: ‘There’s no visible grime’ – bathroom, by demographics, April 2014
                                                                                                                • Figure 93: ‘There’s no visible grime’ – bedroom, by demographics, April 2014
                                                                                                                • Figure 94: ‘There’s no visible grime’ – living room/family room, by demographics, April 2014
                                                                                                                • Figure 95: ‘The hard-to-reach places are clean’ – kitchen, by demographics, April 2014
                                                                                                                • Figure 96: ‘The hard-to-reach places are clean’ – bathroom, by demographics, April 2014
                                                                                                                • Figure 97: ‘The hard-to-reach places are clean’ – bedroom, by demographics, April 2014
                                                                                                                • Figure 98: ‘The hard-to-reach places are clean’ – living room/family room, by demographics, April 2014
                                                                                                                • Figure 99: ‘There’s a specific scent’ – kitchen, by demographics, April 2014
                                                                                                                • Figure 100: ‘There’s a specific scent’ – bathroom, by demographics, April 2014
                                                                                                                • Figure 101: ‘There’s a specific scent’ – bedroom, by demographics, April 2014
                                                                                                                • Figure 102: ‘There’s a specific scent’ – living room/family room, by demographics, April 2014
                                                                                                                • Figure 103: ‘Others take notice or comment’ – kitchen, by demographics, April 2014
                                                                                                                • Figure 104: ‘Others take notice or comment’ – bathroom, by demographics, April 2014
                                                                                                                • Figure 105: ‘Others take notice or comment’ – bedroom, by demographics, April 2014
                                                                                                                • Figure 106: ‘Others take notice or comment’ – living room/family room, by demographics, April 2014
                                                                                                                • Figure 107: ‘I’ve run out of time’ – kitchen, by demographics, April 2014
                                                                                                                • Figure 108: ‘I’ve run out of time’ – bathroom, by demographics, April 2014
                                                                                                                • Figure 109: ‘I’ve run out of time’ – bedroom, by demographics, April 2014
                                                                                                                • Figure 110: ‘I’ve run out of time’ – living room/family room, by demographics, April 2014
                                                                                                                • Figure 111: ‘I’m tired of cleaning’ – kitchen, by demographics, April 2014
                                                                                                                • Figure 112: ‘I’m tired of cleaning’ – bathroom, by demographics, April 2014
                                                                                                                • Figure 113: ‘I’m tired of cleaning’ – bedroom, by demographics, April 2014
                                                                                                                • Figure 114: ‘I’m tired of cleaning’ – living room/family room, by demographics, April 2014
                                                                                                            • Appendix – The Consumer – Attitudes towards Home Care

                                                                                                                • Figure 115: General home care attitudes, April 2014
                                                                                                                • Figure 116: Agreement with the statement ‘A clean and well-cared-for home leaves a positive impression on others’, by demographics, April 2014
                                                                                                                • Figure 117: Agreement with the statement ‘Taking care of my home gives me a sense of accomplishment’, by demographics, April 2014
                                                                                                                • Figure 118: Agreement with the statement ‘It's important to take the time to be thorough in household chores’, by demographics, April 2014
                                                                                                                • Figure 119: Agreement with the statement ‘Maintaining a clean home is a good way to stay healthy’, by demographics, April 2014
                                                                                                                • Figure 120: Agreement with the statement ‘When you clean it is important to pay attention to unseen things such as germs and allergens’, by demographics, April 2014
                                                                                                                • Figure 121: Agreement with the statement ‘In household chores, convenience is more important than perfection’, by demographics, April 2014
                                                                                                                • Figure 122: Agreement with the statement ‘Household chores are thankless tasks’, by demographics, April 2014
                                                                                                                • Figure 123: Agreement with the statement ‘I tend to put off household chores as long as I can’, by demographics, April 2014
                                                                                                                • Figure 124: Agreement with the statement ‘I’m concerned that the ingredients in many cleaning products are unhealthy’, by demographics, April 2014
                                                                                                                • Figure 125: Agreement with the statement ‘Natural cleaning products are healthier than conventional ones’, by demographics, April 2014
                                                                                                                • Figure 126: Agreement with the statement ‘It is important to make sure the household products you buy are as environmentally friendly as possible’, by demographics, April 2014
                                                                                                                • Figure 127: Agreement with the statement ‘I’m concerned that the chemicals in some cleaning products can affect air quality in the home’, by demographics, April 2014
                                                                                                                • Figure 128: General home care attitudes, by time spent cleaning the house, April 2014
                                                                                                                • Figure 129: New product launch claims in hard surface care, toilet care and cleaning equipment, % of new launches, 2009-13
                                                                                                            • Appendix – The Consumer – Target Groups

                                                                                                                • Figure 130: Target groups, April 2014
                                                                                                                • Figure 131: Target groups, by demographics, April 2014
                                                                                                                • Figure 132: General home care attitudes, by target groups, April 2014
                                                                                                                • Figure 133: General home care attitudes, by target groups, April 2014
                                                                                                                • Figure 134: Time spent cleaning the house, by target groups, April 2014
                                                                                                                • Figure 135: General household cleaning approach: statements, by target groups, April 2014
                                                                                                                • Figure 136: Approach to various cleaning tasks, by target groups, April 2014

                                                                                                            Companies Covered

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                                                                                                            Cleaning the House - UK - June 2014

                                                                                                            US $2,583.33 (Excl.Tax)