Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

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

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • A little less than five hours a week spent on cleaning
                        • Figure 1: Time spent cleaning the house, by gender and age, February 2013
                      • Cleaning more likely to happen a little at a time than all at once
                        • Figure 2: General housecleaning approach: a little at a time vs. thorough, top-to-bottom cleaning, by time spent cleaning, February 2013
                      • Approaches vary from task to task
                        • Figure 3: Approach to various cleaning tasks, February 2013
                      • Consumers prioritize cleaning performance over other product attributes
                        • Figure 4: Importance of cleaning product qualities, February 2013
                      • Combination of visible and invisible cues signal sufficient cleaning
                        • Figure 5: Signals for having cleaned enough, February 2013
                      • Strong emotional motivations for housecleaning and care
                        • Different interpretations of the link between a clean home and health
                          • Figure 6: General home care attitudes, strongly agree, February 2013
                        • What we think
                        • Issues and Insights

                            • 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?
                                  • Trend Applications

                                      • Trend: Life Hacking
                                        • Trend: The Unfairer Sex
                                          • Mintel Futures: Old Gold
                                          • Market Overview

                                            • Household surface cleaners
                                              • Category sales stuck in low gear, but new products show potential
                                                • Figure 7: Total U.S. retail sales of household surface cleaners, at current prices, 2007-17
                                                • Figure 8: Total U.S. retail sales of household surface cleaners, at inflation-adjusted prices, 2007-17
                                              • Fan chart forecast
                                                  • Figure 9: Total U.S. retail sales and fan chart forecast of household surface cleaners, at current prices, 2007-17
                                                • Household cleaning equipment
                                                  • Cleaning tools/mops/brooms sets mostly negative tone for total category
                                                    • Saving money, time, and effort
                                                      • What’s next?
                                                        • Figure 10: Total U.S. retail sales of household cleaning equipment at current prices, 2007-17
                                                        • Figure 11: Total U.S. retail sales of household cleaning equipment at inflation-adjusted prices, 2007-17
                                                      • Fan chart forecast of household cleaning equipment
                                                          • Figure 12: Total U.S. sales of household cleaning equipment fan chart forecast with best- and worst-case scenarios, 2007-17
                                                      • Market Drivers

                                                        • Time spent on housework declined just slightly between 2003 and 2011
                                                          • Gender gap in housework continues to narrow
                                                            • Figure 13: Time spent daily on housework, hours, 2003-11
                                                          • Number of households increases, but households with kids declines
                                                            • Figure 14: Households, by presence of children, 2002-12
                                                          • Average household size edges down
                                                            • Figure 15: Number of people in household, 2002-12
                                                          • Growing influence of Hispanic market
                                                            • Figure 16: Households with own children, by race and Hispanic origin of householder, 2012
                                                            • Figure 17: Population, by race and Hispanic origin, 2008-18
                                                          • Connection between housecleaning and health growing stronger
                                                            • Dog and cat ownership ticks up
                                                              • Figure 18: Dog and cat ownership, 2008-12
                                                          • Innovations and Innovators

                                                            • Overview
                                                              • SC Johnson Smart Twist: all-in-one and specialized at the same time
                                                                • Windex Kitchen and Bathroom Touch-Up Cleaners keep cleaning within reach
                                                                  • Lysol Power & Free balances effectiveness and safety claims
                                                                    • Swiffer adds power to convenience with Mr. Clean
                                                                    • Marketing Strategies

                                                                      • Lysol “Healthing” campaign rebrands cleaning as keeping family healthy
                                                                        • Figure 19: Lysol “Stop Just Cleaning, Start Healthing” TV ad, 2013
                                                                        • Figure 20: Lysol “Perfuming vs. Healthing” TV ad, 2013
                                                                      • For natural brands, healthy means toxin-free
                                                                        • Seventh Generation “Campaign for a Toxin-Free Generation”
                                                                          • Ology “formulated to be free of harmful chemicals”
                                                                            • Swiffer shifts emphasis from time-savings to cleaning effectiveness
                                                                              • Figure 21: Swiffer “Dump Your Old Mop” TV ad, 2013
                                                                            • Pine-Sol emphasizes no-nonsense cleaning power and expertise
                                                                              • Figure 22: Pine-Sol “All-New Dirt Snugger” TV ad, 2013
                                                                          • Time Spent Cleaning the House

                                                                            • Key points
                                                                              • A little less than five hours a week spent on cleaning
                                                                                • Women spend more time cleaning than men; gap widest at 55+
                                                                                  • Figure 23: Time spent cleaning the house, by gender and age, February 2013
                                                                                • Higher income consumers devote less time to housecleaning
                                                                                  • Figure 24: Time spent cleaning the house, by household income, February 2013
                                                                                • More time spent cleaning in larger households
                                                                                  • Figure 25: Time spent cleaning the house, by household size, February 2013
                                                                              • Changes in Amount of Time Spent Housecleaning

                                                                                • Key points
                                                                                  • Consumers slightly more likely to report an increase in cleaning time
                                                                                    • Figure 26: General housecleaning approach: less time vs. more time, February 2013
                                                                                  • Young adults, especially women, more likely to increase cleaning time
                                                                                    • Figure 27: General housecleaning approach: less time vs. more time, by gender and age, February 2013
                                                                                  • Increasing household size brings increase in cleaning time
                                                                                    • Figure 28: General housecleaning approach: less time vs. more time, by household size, February 2013
                                                                                • Overall Approach to Cleaning

                                                                                  • Key points
                                                                                    • Cleaning more likely to happen a little at a time than all at once
                                                                                      • Figure 29: General housecleaning approach: a little at a time vs. thorough, top-to-bottom cleanings, by time spent cleaning, February 2013
                                                                                    • Most don’t follow a set cleaning schedule
                                                                                      • Figure 30: General housecleaning approach: clean when I have the time vs. schedule time to clean, February 2013
                                                                                    • More likely to keep the house clean than let it get messy before cleaning
                                                                                      • Figure 31: General housecleaning approach: waiting until things get messy vs. keeping home clean most of the time, by time spent cleaning, February 2013
                                                                                  • Approach to Different Cleaning Tasks

                                                                                    • Key points
                                                                                      • Kitchen, bathroom, toilet get most constant and thorough cleaning
                                                                                        • Oven, upholstery, fabrics, windows least likely to get regular cleaning
                                                                                          • Vacuuming, mopping, sweeping, and dusting occupy a middle ground
                                                                                            • Figure 32: Approach to various cleaning tasks, February 2013
                                                                                          • Women considerably more likely to give the kitchen constant cleanup
                                                                                            • Figure 33: Approach to cleaning the kitchen, by gender and age, February 2013
                                                                                          • Kitchens in larger households more likely to get constant cleanup
                                                                                            • Figure 34: Approach to cleaning the kitchen, by household size, February 2013
                                                                                          • Opportunity to increase frequency of toilet cleaning among young adults
                                                                                            • Figure 35: Approach to cleaning the toilet, by gender and age, February 2013
                                                                                          • Vacuuming, floor mopping/sweeping more frequent in larger households
                                                                                            • Figure 36: Approach to vacuuming the floors, by household size, February 2013
                                                                                            • Figure 37: Approach to mopping/sweeping floors, by household size, February 2013
                                                                                          • Window cleaning not a priority for any group, especially women 55z+
                                                                                            • Figure 38: Approach to cleaning windows, by gender and age, February 2013
                                                                                        • Multipurpose Cleaners vs. Specialized Cleaners

                                                                                          • Key points
                                                                                            • Multipurpose cleaners preferred over specialized products
                                                                                              • Figure 39: General housecleaning approach: multipurpose cleaning products vs. specialized products, February 2013
                                                                                            • Lighter cleaners more likely to favor multipurpose products
                                                                                              • Figure 40: General housecleaning approach: multipurpose cleaning products vs. specialized products, by time spent cleaning, February 2013
                                                                                          • Importance of Cleaning Product Qualities

                                                                                            • Key points
                                                                                              • Consumers prioritize cleaning performance over other product attributes
                                                                                                • Figure 41: Importance of cleaning product qualities, by gender and age, February 2013
                                                                                              • Heaviest cleaners more interested in effectiveness than speed
                                                                                                • Figure 42: Importance of cleaning product qualities, by time spent cleaning, February 2013
                                                                                            • What it Means to be Clean: Cues for Having Cleaned Enough

                                                                                              • Key points
                                                                                                • Combination of visible and invisible cues signal sufficient cleaning
                                                                                                  • Restoring or maintaining a sense of order in the home
                                                                                                    • Figure 43: Signals for having cleaned enough, by gender and age, February 2013
                                                                                                  • Heavier cleaners rely more on invisible cues, less on superficial
                                                                                                    • Figure 44: Signals for having cleaned enough, by time spent cleaning, February 2013
                                                                                                • Attitudes toward Home Care

                                                                                                  • Key points
                                                                                                    • Strong emotional motivations for housecleaning and care
                                                                                                      • Different interpretations of the link between a clean home and health
                                                                                                        • Many housecleaners value convenience more than perfection
                                                                                                          • Figure 45: General home care attitudes, February 2013
                                                                                                        • Women more deeply engaged in home care than men
                                                                                                          • Figure 46: General home care attitudes, by gender and age, February 2013
                                                                                                        • More time spent cleaning reflects deeper care and engagement
                                                                                                          • Figure 47: General home care attitudes, by time spent cleaning, February 2013
                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                        • Key points
                                                                                                          • Hispanics devote more time to housecleaning than other groups
                                                                                                            • Figure 48: Time spent cleaning the house, by race/Hispanic origin, February 2013
                                                                                                          • Black and Hispanic consumers more likely to do top-to-bottom cleanings
                                                                                                            • Figure 49: General housecleaning approach: a little at a time vs. thorough, top-to-bottom cleaning, by time spent cleaning, by race/Hispanic origin, February 2013
                                                                                                          • Hispanics likely to give their kitchens constant cleanups
                                                                                                            • Figure 50: Approach to cleaning the kitchen, by race/Hispanic origin, February 2013
                                                                                                          • Black and Hispanic consumers place emphasis on bathroom cleaning
                                                                                                            • Figure 51: Approach to cleaning the bathroom, by race/Hispanic origin, February 2013
                                                                                                          • Disinfection, scent, eco-friendliness important to blacks, Hispanics
                                                                                                            • Figure 52: Importance of cleaning product qualities, by race/Hispanic origin, February 2013
                                                                                                          • Black and Hispanic consumers especially engaged in housecleaning
                                                                                                            • Figure 53: General home care attitudes, by race/Hispanic origin, February 2013
                                                                                                        • Household Care Segmentation – Cluster Analysis

                                                                                                            • Figure 54: Household care segments, February 2013
                                                                                                          • Super Cleaners
                                                                                                            • Demographics
                                                                                                              • Household care attitudes
                                                                                                                • Approach to cleaning the house
                                                                                                                  • Opportunity
                                                                                                                    • Disengageds
                                                                                                                      • Demographics
                                                                                                                        • Household care attitudes
                                                                                                                          • Approach to cleaning the house
                                                                                                                            • Opportunity
                                                                                                                              • Easy Greens
                                                                                                                                • Demographics
                                                                                                                                  • Household care attitudes
                                                                                                                                    • Approach to cleaning the house
                                                                                                                                      • Opportunity
                                                                                                                                        • Household care segment characteristic tables
                                                                                                                                          • Figure 55: General home care attitudes, strongly agree, by household care segments, February 2013
                                                                                                                                          • Figure 56: General home care attitudes, any agree, by household care segments, February 2013
                                                                                                                                          • Figure 57: Time spent cleaning the house, by household care segments, February 2013
                                                                                                                                          • Figure 58: General housecleaning approach: less time vs. more time, by household care segments, February 2013
                                                                                                                                          • Figure 59: General housecleaning approach: a little at a time vs. thorough, top-to-bottom cleaning, by household care segments, February 2013
                                                                                                                                          • Figure 60: General housecleaning approach: clean when I have the time vs. schedule time to clean, by household care segments, February 2013
                                                                                                                                          • Figure 61: General housecleaning approach: waiting until things get messy vs. keeping home clean most of the time, by time spent cleaning, by household care segments, February 2013
                                                                                                                                          • Figure 62: Approach to cleaning the toilet, by household care segments, February 2013
                                                                                                                                          • Figure 63: Approach to cleaning the bathroom, by household care segments, February 2013
                                                                                                                                          • Figure 64: Approach to cleaning the kitchen, by household care segments, February 2013
                                                                                                                                          • Figure 65: Approach to cleaning windows, by household care segments, February 2013
                                                                                                                                          • Figure 66: Approach to cleaning the oven, by household care segments, February 2013
                                                                                                                                          • Figure 67: Approach to vacuuming the floors, by household care segments, February 2013
                                                                                                                                          • Figure 68: Approach to mopping/sweeping floors, by household care segments, February 2013
                                                                                                                                          • Figure 69: Approach to polishing/dusting items, by household care segments, February 2013
                                                                                                                                          • Figure 70: Approach to cleaning upholstery/fabrics, by household care segments, February 2013
                                                                                                                                          • Figure 71: General housecleaning approach: multipurpose cleaning products vs. specialized products, by household care segments, February 2013
                                                                                                                                          • Figure 72: Importance of cleaning product qualities, by household care segments, February 2013
                                                                                                                                          • Figure 73: Signals for having cleaned enough, by household care segments, February 2013
                                                                                                                                        • Household care segment demographic tables
                                                                                                                                          • Figure 74: Household care segments, by demographic, February 2013
                                                                                                                                        • Household care segmentation methodology
                                                                                                                                        • Custom Consumer Groups

                                                                                                                                          • Presence of kids increases cleaning time for both men and women
                                                                                                                                            • Figure 75: Time spent cleaning the house, by gender and presence of children in household, February 2013
                                                                                                                                          • Women, with or without kids, more likely to clean the kitchen constantly
                                                                                                                                            • Figure 76: Approach to cleaning the kitchen, by gender and presence of children in household, February 2013
                                                                                                                                          • Presence of young kids impacts dads’ approach to toilet cleaning
                                                                                                                                            • Figure 77: Approach to cleaning the bathroom, by gender and presence of children in household, February 2013
                                                                                                                                          • Kids have a bigger impact on men’s cleaning attitudes than women’s
                                                                                                                                            • Figure 78: General home care attitudes, by gender and presence of children in household, February 2013
                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                          • Approach to cleaning the toilet
                                                                                                                                            • Figure 79: Approach to cleaning the toilet, by gender and age, February 2013
                                                                                                                                            • Figure 80: Approach to cleaning the toilet, by household income, February 2013
                                                                                                                                            • Figure 81: Approach to cleaning the toilet, by household size, February 2013
                                                                                                                                          • Approach to cleaning the bathroom
                                                                                                                                            • Figure 82: Approach to cleaning the bathroom, by gender and age, February 2013
                                                                                                                                            • Figure 83: Approach to cleaning the bathroom, by household income, February 2013
                                                                                                                                            • Figure 84: Approach to cleaning the bathroom, by household size, February 2013
                                                                                                                                            • Figure 85: Approach to cleaning the bathroom, by time spent cleaning, February 2013
                                                                                                                                          • Approach to cleaning the kitchen
                                                                                                                                            • Figure 86: Approach to cleaning the kitchen, by household income, February 2013
                                                                                                                                          • Approach to cleaning windows
                                                                                                                                            • Figure 87: Approach to cleaning windows, by household income, February 2013
                                                                                                                                            • Figure 88: Approach to cleaning windows, by household size, February 2013
                                                                                                                                            • Figure 89: Approach to cleaning windows, by time spent cleaning, February 2013
                                                                                                                                          • Approach to cleaning the oven
                                                                                                                                            • Figure 90: Approach to cleaning the oven, by gender and age, February 2013
                                                                                                                                            • Figure 91: Approach to cleaning the oven, by household income, February 2013
                                                                                                                                            • Figure 92: Approach to cleaning the oven, by time spent cleaning, February 2013
                                                                                                                                          • Approach to vacuuming the floors
                                                                                                                                            • Figure 93: Approach to vacuuming the floors, by gender and age, February 2013
                                                                                                                                            • Figure 94: Approach to vacuuming the floors, by household income, February 2013
                                                                                                                                            • Figure 95: Approach to vacuuming the floors, by time spent cleaning, February 2013
                                                                                                                                          • Approach to mopping/sweeping floors
                                                                                                                                            • Figure 96: Approach to mopping/sweeping floors, by gender and age, February 2013
                                                                                                                                            • Figure 97: Approach to mopping/sweeping floors, by household income, February 2013
                                                                                                                                            • Figure 98: Approach to mopping/sweeping floors, by time spent cleaning, February 2013
                                                                                                                                          • Approach to dusting
                                                                                                                                            • Figure 99: Approach to polishing/dusting items, by gender and age, February 2013
                                                                                                                                            • Figure 100: Approach to polishing/dusting items, by household income, February 2013
                                                                                                                                            • Figure 101: Approach to polishing/dusting items, by time spent cleaning, February 2013
                                                                                                                                          • Approach to cleaning upholstery/fabrics
                                                                                                                                            • Figure 102: Approach to cleaning upholstery/fabrics, by gender and age, February 2013
                                                                                                                                            • Figure 103: Approach to cleaning upholstery/fabrics, by household income, February 2013
                                                                                                                                            • Figure 104: Approach to cleaning upholstery/fabrics, by household size, February 2013
                                                                                                                                            • Figure 105: Approach to cleaning upholstery/fabrics, by time spent cleaning, February 2013
                                                                                                                                          • Importance of cleaning product qualities
                                                                                                                                            • Figure 106: Importance of cleaning product qualities, by household income, February 2013
                                                                                                                                            • Figure 107: Importance of cleaning product qualities, by household size, February 2013
                                                                                                                                          • What it means to be clean: cues for having cleaned enough
                                                                                                                                            • Figure 108: Signals for having cleaned enough, by household income, February 2013
                                                                                                                                          • Attitudes toward home care
                                                                                                                                            • Figure 109: General home care attitudes, any agree, by gender and age, February 2013
                                                                                                                                            • Figure 110: General home care attitudes, any agree, by household income, February 2013
                                                                                                                                            • Figure 111: General home care attitudes, any agree, by household size, February 2013
                                                                                                                                            • Figure 112: General home care attitudes, any agree, by time spent cleaning, February 2013
                                                                                                                                            • Figure 113: General home care attitudes, strongly agree, by household income, February 2013
                                                                                                                                            • Figure 114: General home care attitudes, strongly agree, by household size, February 2013
                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                          Companies Covered

                                                                                                                                          • Federal Reserve System
                                                                                                                                          • International Housewares Association
                                                                                                                                          • Procter & Gamble Company (The)
                                                                                                                                          • S.C. Johnson & Son, Inc.
                                                                                                                                          • U.S. Bureau of the Census

                                                                                                                                          Cleaning the House - US - June 2013

                                                                                                                                          US $3,995.00 (Excl.Tax)