Cleaning the House - US - June 2013
“Housecleaning is a time-consuming but emotionally satisfying task that consumers view as important not only in making their homes presentable but also in keeping their families healthy. While housecleaners express interest in products that make cleaning faster and more efficient, they are more likely to prioritize cleaning effectiveness.”
– John Owen, Senior Household Analyst
Some issues addressed in this report include:
- What motivates consumers to clean the house?
- Quick and easy vs. thorough and regular
- Housecleaning and health closely associated
- Could marketers encourage men to do a greater share of the cleaning?
In spite of ever-present time pressures, homeowners and renters continue to devote a significant amount of time over the course of a week to housecleaning. Cleaning, however, is more likely to happen a little at a time, as time allows, rather than all at once in a thorough top-to-bottom cleaning.
While opportunities exist for products that save time and effort, consumers still place importance on getting the job done right. Disinfection is as important as ever, and there is increasing recognition of the connection between housecleaning and health.
For marketers and retailers, these insights and others provide opportunities for creating closer connections with housecleaning consumers. his report examines consumer attitudes and behaviors toward housecleaning, including the amount of time people spend doing housecleaning, their approach to housecleaning overall as well as to individual cleaning tasks, and their preferences in cleaning product attributes and benefits.
The following cleaning tasks are covered:
- cleaning the kitchen (i.e., countertop, stovetop, tiles)
- cleaning the oven
- vacuuming the floors
- mopping/sweeping floors
- polishing/dusting items
- cleaning the bathroom (i.e., bath, sinks, tiles)
- toilet cleaning
- window cleaning
- cleaning upholstery/fabrics.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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