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Cleaning the House - US - June 2016

"Cleaning the house may not be something everyone looks forward to, but it remains an essential regular task, with consumers spending an average of more than four and a half hours on housecleaning every week. Understanding consumer attitudes and behaviors regarding cleaning the house is essential for companies marketing products and services in this important sector."

Stephen Brown, Household Analyst

This report looks at the following areas:

  • Cleaning is a constant
  • Households are getting smaller
  • No one has enough time

This 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 (ie, countertop, stovetop, tiles)
  • Cleaning the oven
  • Vacuuming the floors
  • Mopping/sweeping floors
  • Polishing/dusting items
  • Cleaning the bathroom (ie, bath, sinks, tiles)
  • Toilet cleaning
  • Window cleaning
  • Cleaning upholstery/fabrics

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Cleaning is a constant
            • Figure 1: Mean time spent cleaning (#), select demographics, March 2016
          • Households are getting smaller
            • Figure 2: US household size, percentage change, 2006-15
          • No one has enough time
            • Figure 3: Attitudes toward keeping home cleaner, any agree, by select demographics, March 2016
          • The opportunities
            • Create products geared toward young men
              • Figure 4: Attitudes (any agree) and behaviors regarding housecleaning, by men aged 18-34, March 2016
            • Help people save time
              • Figure 5: Housecleaning behaviors regarding time spent cleaning, select demographics, March 2016
            • Think natural and eco-friendly
              • Figure 6: Attitudes (any agree) and behaviors regarding natural and environmentally friendly products, by select demographics, March 2016
            • What it means
            • The Market – What You Need to Know

              • Wipes are cleaning up
                • All-purpose cleaners, cleaning equipment lag
                  • Home sizes see a split
                    • Hispanic consumers key for growth
                    • Market Perspective

                      • Wipes, specialized cleaners experience strongest growth
                        • Figure 7: Total US sales of household surface cleaners, by segment, at current prices, 2013 and 2015
                      • Cleaning equipment experiences flat growth
                        • Figure 8: Total US sales of household cleaning equipment, by segment, at current prices, 2012 and 2014
                    • Market Factors

                      • Household sizes decline
                        • Figure 9: US household size, 2006-15
                      • But some home sizes are growing
                        • Figure 10: Median US new home size in square feet, 2005-14
                      • Hispanic population on the rise
                        • Figure 11: Population, by race and Hispanic origin, 2015-25
                    • Key Players – What You Need to Know

                      • Wipes are working
                        • Sharing means caring
                          • Offer value – And natural ingredients
                            • Just for men
                            • What’s Working?

                              • Faster and better wipes
                                • Think natural
                                  • Make sharing simple
                                  • What’s Struggling?

                                    • Losing the touch
                                    • What’s Next?

                                      • Making cleaning manly
                                        • The Uber approach
                                          • Make cleaning cool
                                          • The Consumer – What You Need to Know

                                            • Everyone cleans
                                              • Younger men, older women key house cleaners
                                                • Significant amount of time spent on cleaning
                                                  • Not everyone seems clear on what clean means
                                                    • Personal and social sharing key cleaning info sources
                                                      • Balancing cleanliness against convenience
                                                      • Responsibility for Cleaning the House

                                                        • Men are cleaning
                                                          • Figure 12: Housecleaning responsibility, by gender and age, March 2016
                                                        • Parents bear the burden – But older kids help
                                                          • Figure 13: Housecleaning responsibility, by age of children in the household, March 2016
                                                        • Asians most likely to share responsibility
                                                          • Figure 14: Housecleaning responsibility, by race/Hispanic origin, March 2016
                                                      • Time Spent Cleaning

                                                        • More than four hours spent every week
                                                          • Figure 15: Time spent cleaning, March 2016
                                                        • Younger men spend the most time cleaning
                                                          • Figure 16: Time spent cleaning, by age and gender, March 2016
                                                        • Time spent rises with income
                                                          • Figure 17: Time spent cleaning, by household income, March 2016
                                                        • Hispanics clean the longest
                                                          • Figure 18: Time spent cleaning, by race and Hispanic origin, March 2016
                                                      • Housecleaning Behaviors

                                                        • Consumers stick to the products they know
                                                          • Figure 19: Housecleaning behaviors, March 2016
                                                        • Younger consumers the most open to new products
                                                          • Figure 20: Housecleaning behaviors, by gender and age, March 2016
                                                          • Figure 21: Housecleaning behaviors, by gender and age, March 2016 (continued)
                                                        • Parents of young children the most engaged with cleaning
                                                          • Figure 22: Housecleaning behaviors, by age of children in the home, March 2016
                                                          • Figure 23: Housecleaning behaviors, by age of children in the home, March 2016 (continued)
                                                      • Signals of Clean by Room Type

                                                        • Appearances count
                                                          • Figure 24: What it means to be clean, March 2016
                                                        • Younger men not sure what it means to be clean?
                                                          • Figure 25: What it means to be clean, select factors, by age and gender, March 2016
                                                          • Figure 26: What it means to be clean, select factors, by age and gender, March 2016 (continued)
                                                        • Parents need reassurance to know things are clean
                                                          • Figure 27: What it means to be clean, select factors, by presence of children in the home, March 2016
                                                          • Figure 28: What it means to be clean, select factors, by presence of children in the home, March 2016 (continued)
                                                        • Blacks focus on appearances
                                                          • Figure 29: What it means to be clean, select factors, by race/Hispanic origin, March 2016
                                                          • Figure 30: What it means to be clean, select factors, by race/Hispanic origin, March 2016 (continued)
                                                      • Sources of Cleaning Tips and Ideas

                                                        • Recommendations are key
                                                          • Figure 31: Sources of cleaning tips and ideas, March 2016
                                                        • Younger men particularly interested in online information
                                                          • Figure 32: Sources of cleaning tips and ideas, by gender and age, March 2016
                                                          • Figure 33: Sources of cleaning tips and ideas, by gender and age, March 2016 (continued)
                                                        • Hispanics embrace social
                                                          • Figure 34: Sources of cleaning tips and ideas, by race and Hispanic origin, March 2016
                                                          • Figure 35: Sources of cleaning tips and ideas, by race and Hispanic origin, March 2016 (continued)
                                                      • Attitudes toward Housecleaning

                                                        • People aspire to keep their home clean
                                                          • Figure 36: Attitudes toward housecleaning, March 2016
                                                        • Young men actually enjoy cleaning house
                                                          • Figure 37: Attitudes toward housecleaning, any agree, by gender and age, March 2016
                                                          • Figure 38: Attitudes toward housecleaning, any agree, by gender and age, March 2016 (continued)
                                                        • Affluent consumers more concerned about saving time
                                                          • Figure 39: Attitudes toward housecleaning, any agree, by household income, March 2016
                                                          • Figure 40: Attitudes toward housecleaning, any agree, by household income, March 2016 (continued)
                                                        • Urban dwellers particularly house-proud
                                                          • Figure 41: Attitudes toward housecleaning, any agree, by area, March 2016
                                                          • Figure 42: Attitudes toward housecleaning, any agree, by area, March 2016 (continued)
                                                      • Cluster Analysis

                                                        • Cluster methodology
                                                          • Figure 43: Housecleaning clusters, March 2016
                                                        • Cluster 1: Basic Cleaners
                                                          • Characteristics
                                                            • Opportunity
                                                              • Cluster 2: Convenience Cleaners
                                                                • Characteristics
                                                                  • Opportunity
                                                                    • Cluster 3: Natural Cleaners
                                                                      • Characteristics
                                                                        • Opportunity
                                                                          • Cluster 4: Appearance Cleaners
                                                                            • Characteristics
                                                                              • Opportunity
                                                                                • Figure 44: Housecleaning responsibility, by target groups, March 2016
                                                                                • Figure 45: Time spent cleaning, by target groups, March 2016
                                                                                • Figure 46: Housecleaning behaviors, by target groups, March 2016
                                                                                • Figure 47: Housecleaning behaviors, by target groups, March 2016 (continued)
                                                                                • Figure 48: Sources of cleaning tips and ideas, by target groups, March 2016
                                                                                • Figure 49: Sources of cleaning tips and ideas, by target groups, March 2016 (continued)
                                                                            • Appendix – Data Sources and Abbreviations

                                                                              • Data sources
                                                                                • Consumer survey data
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                      • Terms

                                                                                      Companies Covered

                                                                                      • Walmart Stores (USA)

                                                                                      Cleaning the House - US - June 2016

                                                                                      £3,174.67 (Excl.Tax)