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 2014

“Housecleaners may be looking to simplify their approach to housecleaning, but a clean and healthy home is still an important goal. Brands can uncover new opportunities for growth by helping housecleaners clean effectively in every room of the house and encouraging more family members to get involved.”
– John Owen, Senior Household Analyst

This report deals with the following issues:

  • Opportunities for more cleaning, room by room
  • How can kids be encouraged to do more cleaning?
  • How can brands clean up with smaller households?

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
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • Most do at least some cleaning, devote almost four hours a week to it
                      • Figure 1: Time spent cleaning, by gender and age, March-April 2014
                    • Overall, housecleaners inclined to clean as they go
                      • Figure 2: Overall approach: a little at a time vs top-to-bottom cleaning, by time spent cleaning the house, March-April 2014
                    • Heavier cleaners more likely to prefer specialized cleaning products
                      • Figure 3: Overall approach: multipurpose vs specialized, by time spent cleaning the house, March-April 2014
                    • Heavy housecleaners motivated by more than just dirt and grime
                      • Figure 4: Attitudes toward home care, agree strongly, by amount of time spent cleaning the house, March-April 2014
                    • Cleaning approaches vary by task
                      • Figure 5: Approach to different cleaning tasks, March-April 2014
                    • What it means to be clean differs by room of the house
                      • Figure 6: Cues for having cleaned enough, top three selections, kitchen and bathroom, March-April 2014
                      • Figure 7: Cues for having cleaned enough, top three selections, bedroom and living/family room, March-April 2014
                    • What we think
                    • Issues and Insights

                        • Opportunities for more cleaning, room by room
                          • The issues
                            • The implications
                              • How can kids be encouraged to do more cleaning?
                                • The issues
                                  • The implications
                                    • How can brands clean up with smaller households?
                                      • The issues
                                        • The implications
                                        • Trend Application

                                            • Trend: Minimize Me
                                              • Trend: Mood to Order
                                                • Trend: FSTR HYPR
                                                • Market Overview

                                                    • Household surface cleaners
                                                      • Slow growth, but opportunities for products that enable easy, effective cleaning
                                                        • Figure 8: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2008-18
                                                      • Convenience and ease drive segment shifts
                                                        • Figure 9: Sales of household surface cleaners, by segment, 2011 and 2013
                                                      • Declining use of most labor-intensive cleaners reflects shift in habits
                                                        • Figure 10: Household usage of surface cleaners, 2008-13
                                                      • Vacuum cleaners
                                                        • Market regains momentum, but sales still below their 2008 level
                                                          • Figure 11: Total US sales and fan chart forecast of vacuum cleaners, at current prices, 2008-18
                                                        • Handling issues prominent on list of vacuum cleaner complaints
                                                          • Figure 12: Problems with vacuum cleaners, July 2013
                                                        • Pet owners and allergy sufferers a key market for added features
                                                          • Figure 13: Willing to pay more for added features and services, by pet ownership and presence of allergy/asthma sufferers in household, July 2013
                                                      • Market Drivers

                                                        • Time spent on housework declined just slightly between 2003 and 2012
                                                          • Gender gap in housework narrows modestly
                                                            • Figure 14: Time spent daily on housework, minutes, 2003-12
                                                          • More households, but households getting smaller
                                                            • Figure 15: Households, by presence of own children, 2003-13
                                                            • Figure 16: Household size, 2003-13
                                                          • Growing influence of Hispanic market
                                                            • Figure 17: Households with own children, by race and Hispanic origin of householder, 2013
                                                            • Figure 18: Population, by race and Hispanic origin, 2009-19
                                                        • Innovations and Innovators

                                                          • Shifting cleaning behaviors drive innovation and vice versa
                                                            • Gel from Mr. Clean emphasizes spot cleaning
                                                              • Swiffer continues to innovate with quick-clean equipment
                                                                • Pine-Sol adds convenience of bucket-free floor cleaning
                                                                  • Windex puts easy cleaning within reach
                                                                    • Coatings reduce need for surface cleaning
                                                                      • Kaboom highlights transparent shield
                                                                        • Improved battery life helps to push cordless vacuum boundaries
                                                                          • Rowenta Delta Force features triangular head to get into corners
                                                                            • Gtech AirRam offers cordless operation and USB connectivity
                                                                              • Dyson Hard combines vacuuming and wiping in a single appliance
                                                                              • Marketing Strategies

                                                                                • Swiffer highlights users to demonstrate housecleaning utility
                                                                                  • Figure 19: Swiffer “Morty Are You Listening?” TV ad, 2013
                                                                                  • Figure 20: Swiffer “The Rukavinas” TV ad, 2014
                                                                                  • Figure 21: Swiffer “The Rukavinas” TV ad, 2014
                                                                              • Responsibility for Cleaning the House

                                                                                • Key points
                                                                                  • Most adults report doing some or most of the cleaning
                                                                                    • Figure 22: Responsibility for cleaning the house, March-April 2014
                                                                                  • Women still more likely to view themselves as responsible for cleaning
                                                                                    • Figure 23: Does some or most of the cleaning, by gender and age, March-April 2014
                                                                                  • Higher-income households more likely to rely on cleaning services
                                                                                    • Figure 24: Does some or most of the cleaning, by household income, March-April 2014
                                                                                  • Even in larger households, most kids aren’t active cleaners
                                                                                    • Figure 25: Does some or most of the cleaning, by household size, March-April 2014
                                                                                • Time Spent Cleaning the House

                                                                                  • Key points
                                                                                    • Women spend more time cleaning, but men may aspire to catch up
                                                                                      • Figure 26: Time spent cleaning, by gender and age, March-April 2014
                                                                                    • More people in the household means more time spent cleaning
                                                                                      • Figure 27: Time spent cleaning, by household size, March-April 2014
                                                                                  • Overall Approach to Cleaning

                                                                                    • Key points
                                                                                      • Housecleaners more inclined to clean as they go…
                                                                                        • …placing premium on products that clean quickly and effectively
                                                                                          • Figure 28: Overall approach to cleaning, March-April 2014
                                                                                        • Smaller households more likely to clean a little at a time
                                                                                          • Figure 29: Overall approach to cleaning, by household size, March-April 2014
                                                                                        • Heavier cleaners clean more thoroughly…
                                                                                          • Figure 30: Overall approach to cleaning, by time spent cleaning the house, March-April 2014
                                                                                        • …and are motivated by more than just dirt and grime
                                                                                          • Figure 31: Attitudes toward home care, agree strongly, by amount of time spent cleaning the house, March-April 2014
                                                                                      • Approach to Different Cleaning Tasks

                                                                                        • Key points
                                                                                          • Kitchen and bathroom most likely to get constant, thorough cleaning
                                                                                            • Emphasis on speed for dusting, floor cleaning
                                                                                              • Oven, upholstery, and windows likely to be cleaned only when necessary
                                                                                                • Figure 32: Approach to different cleaning tasks, March-April 2014
                                                                                              • Women 35+ most likely to give bathroom, kitchen constant cleanup
                                                                                                • Figure 33: Approach to cleaning the bathroom, by gender and age, March-April 2014
                                                                                                • Figure 34: Approach to cleaning the kitchen, by gender and age, March-April 2014
                                                                                            • What it Means to be Clean, by Room of the House

                                                                                              • Key points
                                                                                                • Disinfection and scent are key in bathroom
                                                                                                  • Kitchen must look nice and be germ-free
                                                                                                    • Visual cues likely to be enough for bedroom, living room
                                                                                                      • Figure 35: Cues for having cleaned enough, by rooms of the house, March-April 2014
                                                                                                  • Household Care Segmentation – Cluster Analysis

                                                                                                      • Figure 36: Household care segments, March-April 2014
                                                                                                    • Easy Greens
                                                                                                      • Demographics
                                                                                                        • Household care attitudes and approach to cleaning the house
                                                                                                          • Opportunity
                                                                                                            • Disengageds
                                                                                                              • Demographics
                                                                                                                • Household care attitudes and approach to cleaning the house
                                                                                                                  • Opportunity
                                                                                                                    • Deep Cleaners
                                                                                                                      • Demographics
                                                                                                                        • Household care attitudes and approach to cleaning the house
                                                                                                                          • Opportunity
                                                                                                                            • Household care segment characteristic tables
                                                                                                                              • Figure 37: Attitudes toward home care, by household care segments, March-April 2014
                                                                                                                              • Figure 38: Attitudes toward home care, any agree, by household care segments, March-April 2014
                                                                                                                              • Figure 39: Does some or most of the cleaning, by household care segments, March-April 2014
                                                                                                                              • Figure 40: Time spent cleaning, by household care segments, March-April 2014
                                                                                                                              • Figure 41: overall approach to cleaning, by household care segments, by amount of time spent cleaning the house, March-April 2014
                                                                                                                              • Figure 42: Approach to cleaning the bathroom, by household care segments, March-April 2014
                                                                                                                              • Figure 43: Approach to cleaning the kitchen, by household care segments, March-April 2014
                                                                                                                              • Figure 44: Approach to cleaning the oven, by household care segments, March-April 2014
                                                                                                                              • Figure 45: Approach to vacuuming floors, by household care segments, March-April 2014
                                                                                                                              • Figure 46: Approach to mopping floors, by household care segments, March-April 2014
                                                                                                                              • Figure 47: Approach to sweeping floors, by household care segments, March-April 2014
                                                                                                                              • Figure 48: Approach to dusting items/furniture, by household care segments, March-April 2014
                                                                                                                              • Figure 49: Approach to polishing furniture (eg tables), by household care segments, March-April 2014
                                                                                                                              • Figure 50: Approach to vacuuming fabrics/upholstery, by household care segments, March-April 2014
                                                                                                                              • Figure 51: Approach to spot cleaning fabrics/upholstery, by household care segments, March-April 2014
                                                                                                                              • Figure 52: Approach to shampooing fabrics/upholstery, by household care segments, March-April 2014
                                                                                                                              • Figure 53: Approach to windows, by household care segments, March-April 2014
                                                                                                                              • Figure 54: Cues for having cleaned enough, the kitchen, by household care segments, March-April 2014
                                                                                                                              • Figure 55: Cues for having cleaned enough, bathroom, by household care segments, March-April 2014
                                                                                                                              • Figure 56: Cues for having cleaned enough, bedroom, by household care segments, March-April 2014
                                                                                                                              • Figure 57: Cues for having cleaned enough, living room/family room, by household care segments, March-April 2014
                                                                                                                            • Household care segment demographic tables
                                                                                                                              • Figure 58: Household care segments, by demographic, March-April 2014
                                                                                                                            • Household care segmentation methodology
                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                              • Key points
                                                                                                                                • Opportunity to help black parents involve their kids in housecleaning
                                                                                                                                  • Figure 59: Does some or most of the cleaning, by race/Hispanic origin, March-April 2014
                                                                                                                                • Hispanics spend more time cleaning than other groups
                                                                                                                                  • Figure 60: Time spent cleaning, by race/Hispanic origin, March-April 2014
                                                                                                                                • Hispanics tend to more thorough cleaning, more specialized products
                                                                                                                                  • Figure 61: overall approach to cleaning, by race/Hispanic origin, March-April 2014
                                                                                                                                • Black and Hispanic consumers deeply engaged in housecleaning
                                                                                                                                  • Opportunity for natural cleaning products among Hispanics
                                                                                                                                    • Figure 62: Attitudes toward home care, by race and Hispanic origin, March-April 2014
                                                                                                                                • Custom Consumer Groups

                                                                                                                                  • Type of home has modest impact on amount of time spent cleaning
                                                                                                                                    • Figure 63: Time spent cleaning, by primary residence status, March-April 2014
                                                                                                                                  • Renters likely to prefer multipurpose cleaners
                                                                                                                                    • Figure 64: overall approach to cleaning, by primary residence status, March-April 2014
                                                                                                                                  • Cleaning motivations consistent across homeownership status, home type
                                                                                                                                    • Figure 65: Attitudes toward home care, by primary residence status, March-April 2014
                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                  • Responsibility for cleaning the house
                                                                                                                                    • Figure 66: Does some or most of the cleaning, by time spent cleaning, March-April 2014
                                                                                                                                  • Time spent cleaning
                                                                                                                                    • Figure 67: Time spent cleaning, by household income, March-April 2014
                                                                                                                                  • Overall approach to cleaning
                                                                                                                                    • Figure 68: Overall approach to cleaning, by gender and age, March-April 2014
                                                                                                                                    • Figure 69: Overall approach to cleaning, by household income, March-April 2014
                                                                                                                                  • Attitudes toward home care
                                                                                                                                    • Figure 70: Attitudes toward home care, by gender and age, March-April 2014
                                                                                                                                    • Figure 71: Attitudes toward home care, by household income, March-April 2014
                                                                                                                                    • Figure 72: Attitudes toward home care, by household size, March-April 2014
                                                                                                                                  • Approach cleaning the bathroom
                                                                                                                                    • Figure 73: Approach to cleaning the bathroom, by household income, March-April 2014
                                                                                                                                    • Figure 74: Approach to cleaning the bathroom, by household size, March-April 2014
                                                                                                                                    • Figure 75: Approach to cleaning the bathroom, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 76: Approach to cleaning the bathroom, by time spent cleaning the house, March-April 2014
                                                                                                                                  • Approach cleaning the kitchen
                                                                                                                                    • Figure 77: Approach to cleaning the kitchen, by household income, March-April 2014
                                                                                                                                    • Figure 78: Approach to cleaning the kitchen, by household size, March-April 2014
                                                                                                                                    • Figure 79: Approach to cleaning the kitchen, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 80: Approach to cleaning the kitchen, by time spent cleaning the house, March-April 2014
                                                                                                                                  • Approach to cleaning the oven
                                                                                                                                    • Figure 81: Approach to cleaning the oven, by gender and age, March-April 2014
                                                                                                                                    • Figure 82: Approach to cleaning the oven, by household income, March-April 2014
                                                                                                                                    • Figure 83: Approach to cleaning the oven, by household size, March-April 2014
                                                                                                                                    • Figure 84: Approach to cleaning the oven, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 85: Approach to cleaning the oven, by time spent cleaning the house, March-April 2014
                                                                                                                                  • Approach to vacuuming floors
                                                                                                                                    • Figure 86: Approach to vacuuming floors, by gender and age, March-April 2014
                                                                                                                                    • Figure 87: Approach to vacuuming floors, by household income, March-April 2014
                                                                                                                                    • Figure 88: Approach to vacuuming floors, by household size, March-April 2014
                                                                                                                                    • Figure 89: Approach to vacuuming floors, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 90: Approach to vacuuming floors, by time spent cleaning the house, March-April 2014
                                                                                                                                  • Approach to mopping floors
                                                                                                                                    • Figure 91: Approach to mopping floors, by gender and age, March-April 2014
                                                                                                                                    • Figure 92: Approach to mopping floors, by household income, March-April 2014
                                                                                                                                    • Figure 93: Approach to mopping floors, by household size, March-April 2014
                                                                                                                                    • Figure 94: Approach to mopping floors, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 95: Approach to mopping floors, by time spent cleaning the house, March-April 2014
                                                                                                                                  • Approach to sweeping floors
                                                                                                                                    • Figure 96: Approach to sweeping floors, by gender and age, March-April 2014
                                                                                                                                    • Figure 97: Approach to sweeping floors, by household income, March-April 2014
                                                                                                                                    • Figure 98: Approach to sweeping floors, by household size, March-April 2014
                                                                                                                                    • Figure 99: Approach to sweeping floors, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 100: Approach to sweeping floors, by time spent cleaning the house, March-April 2014
                                                                                                                                  • Approach to dusting items/furniture
                                                                                                                                    • Figure 101: Approach to dusting items/furniture, by gender and age, March-April 2014
                                                                                                                                    • Figure 102: Approach to dusting items/furniture, by household income, March-April 2014
                                                                                                                                    • Figure 103: Approach to dusting items/furniture, by household size, March-April 2014
                                                                                                                                    • Figure 104: Approach to dusting items/furniture, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 105: Approach to dusting items/furniture, by household care segments, March-April 2014
                                                                                                                                  • Approach to polishing furniture
                                                                                                                                    • Figure 106: Approach to polishing furniture (eg tables), by gender and age, March-April 2014
                                                                                                                                    • Figure 107: Approach to polishing furniture (eg tables), by household income, March-April 2014
                                                                                                                                    • Figure 108: Approach to polishing furniture (eg tables), by household size, March-April 2014
                                                                                                                                    • Figure 109: Approach to polishing furniture (eg tables), by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 110: Approach to polishing furniture (eg tables), by time spent cleaning the house, March-April 2014
                                                                                                                                  • Approach to vacuuming fabrics/upholstery
                                                                                                                                    • Figure 111: Approach to vacuuming fabrics/upholstery, by gender and age, March-April 2014
                                                                                                                                    • Figure 112: Approach to vacuuming fabrics/upholstery, by household income, March-April 2014
                                                                                                                                    • Figure 113: Approach to vacuuming fabrics/upholstery, by household size, March-April 2014
                                                                                                                                    • Figure 114: Approach to vacuuming fabrics/upholstery, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 115: Approach to vacuuming fabrics/upholstery, by household care segments, March-April 2014
                                                                                                                                  • Approach to spot cleaning fabrics/upholstery
                                                                                                                                    • Figure 116: Approach to spot cleaning fabrics/upholstery, by gender and age, March-April 2014
                                                                                                                                    • Figure 117: Approach to spot cleaning fabrics/upholstery, by household income, March-April 2014
                                                                                                                                    • Figure 118: Approach to spot cleaning fabrics/upholstery, by household size, March-April 2014
                                                                                                                                    • Figure 119: Approach to spot cleaning fabrics/upholstery, by household care segments, March-April 2014
                                                                                                                                    • Figure 120: Approach to spot cleaning fabrics/upholstery, by time spent cleaning the house, March-April 2014
                                                                                                                                  • Approach to shampooing fabrics/upholstery
                                                                                                                                    • Figure 121: Approach to shampooing fabrics/upholstery, by gender and age, March-April 2014
                                                                                                                                    • Figure 122: Approach to shampooing fabrics/upholstery, by household income, March-April 2014
                                                                                                                                    • Figure 123: Approach to shampooing fabrics/upholstery, by household size, March-April 2014
                                                                                                                                    • Figure 124: Approach to shampooing fabrics/upholstery, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 125: Approach to shampooing fabrics/upholstery, by time spent cleaning the house, March-April 2014
                                                                                                                                  • Approach to windows
                                                                                                                                    • Figure 126: Approach to windows, by household care segments, March-April 2014
                                                                                                                                    • Figure 127: Approach to windows, by household income, March-April 2014
                                                                                                                                    • Figure 128: Approach to windows, by household size, March-April 2014
                                                                                                                                    • Figure 129: Approach to windows, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 130: Approach to windows, by time spent cleaning the house, March-April 2014
                                                                                                                                  • Cues for having cleaned enough, the kitchen
                                                                                                                                    • Figure 131: Cues for having cleaned enough, the kitchen, by gender and age, March-April 2014
                                                                                                                                    • Figure 132: Cues for having cleaned enough, the kitchen, by household income, March-April 2014
                                                                                                                                    • Figure 133: Cues for having cleaned enough, the kitchen, by household size, March-April 2014
                                                                                                                                    • Figure 134: Cues for having cleaned enough, the kitchen, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 135: Cues for having cleaned enough, the kitchen, by time spent cleaning the house, March-April 2014
                                                                                                                                  • Cues for having cleaned enough, bathroom
                                                                                                                                    • Figure 136: Cues for having cleaned enough, bathroom, by gender and age, March-April 2014
                                                                                                                                    • Figure 137: Cues for having cleaned enough, bathroom, by household income, March-April 2014
                                                                                                                                    • Figure 138: Cues for having cleaned enough, bathroom, by household size, March-April 2014
                                                                                                                                    • Figure 139: Cues for having cleaned enough, bathroom, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 140: Cues for having cleaned enough, bathroom, by time spent cleaning the house, March-April 2014
                                                                                                                                  • Cues for having cleaned enough, bedroom
                                                                                                                                    • Figure 141: Cues for having cleaned enough, bedroom, by gender and age, March-April 2014
                                                                                                                                    • Figure 142: Cues for having cleaned enough, bedroom, by household income, March-April 2014
                                                                                                                                    • Figure 143: Cues for having cleaned enough, bedroom, by household size, March-April 2014
                                                                                                                                    • Figure 144: Cues for having cleaned enough, bedroom, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 145: Cues for having cleaned enough, bedroom, by time spent cleaning the house, March-April 2014
                                                                                                                                  • Cues for having cleaned enough, living room/family room
                                                                                                                                    • Figure 146: Cues for having cleaned enough, living room/family room, by gender and age, March-April 2014
                                                                                                                                    • Figure 147: Cues for having cleaned enough, living room/family room, by household income, March-April 2014
                                                                                                                                    • Figure 148: Cues for having cleaned enough, living room/family room, by household size, March-April 2014
                                                                                                                                    • Figure 149: Cues for having cleaned enough, living room/family room, by race/Hispanic origin, March-April 2014
                                                                                                                                    • Figure 150: Cues for having cleaned enough, living room/family room, by time spent cleaning the house, March-April 2014
                                                                                                                                • Appendix – Trade Associations

                                                                                                                                  Companies Covered

                                                                                                                                  • Dyson Inc.
                                                                                                                                  • International Housewares Association
                                                                                                                                  • Procter & Gamble Company (The)

                                                                                                                                  Cleaning the House - US - June 2014

                                                                                                                                  US $3,995.00 (Excl.Tax)