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Home Domestic Services - UK - March 2009

Pressure on time in terms of work, leisure activities and the home has led to consumers being increasingly willing to buy in help in order to manage their lives better. The question is therefore whether the current economic pressure will derail this trend towards hired help. The major factors affecting the use of domestic services relate to lifestyle and affluence. It therefore follows that if these are being affected by the economic climate then demand may be impacted.

The motivation for using hired help is both psychological and financial. There has been a fundamental shift towards it being acceptable to buy in help to do jobs that consumers do not want to do themselves. It is, however, financial circumstances that have made this change in attitude affordable until now.

As well as the employment of regular services, there has also been a growth in occasional or one-off usage of particular services. Some of this is related to home moving and home development meaning that again there is the potential for changes in demand.

Key themes

  • How far have attitudes towards household chores changed and how strong is the desire to free up more ‘quality’ time?

  • Is it desire or necessity as increasingly busy lifestyles create a need for domestic help due to longer working hours?

  • Will there be opportunities presented by an ageing population for those offering cleaning, gardening and other household services?

  • Does having children often necessitate the need for more help in the home?

  • Does the quality of service and reliability (and consistency) of service put a lot of people off? Or do a lot of people just like doing the jobs themselves and not really trust others in their home?

  • How much more of consumers’ lives can be outsourced?

  • Is there an opportunity for this to shift from a cottage industry to big business?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Multitasking services
              • Brand opportunities
                • Keeping up appearances
                  • Trading up, Trading down, Trading over (see Inspire trends)
                    • Stress society (see Inspire trends)
                    • Market in Brief

                      • A £3 billion+ industry
                        • Domestic service is now an established and acceptable need
                          • Economic climate a mixed blessing
                            • A franchise fraternity
                              • Local business local advertising
                                • Older and more affluent are key targets
                                  • Female focus
                                    • Work/life balance
                                      • Cleaning – a priority for all
                                        • Clean windows appear different
                                          • Housing slowdown a factor
                                          • Internal Market Environment

                                            • Key points
                                              • Changing work/life balance
                                                • Figure 1: Available weekday and weekend leisure time, by hours worked in an average week, May 2008
                                              • Maintaining high standards
                                                • Figure 2: Lifestyle statements on attitudes towards home and cleaning, 2003 and 2008
                                                • Figure 3: Time and care taken on cleaning and tidying up, 2003 and 2008
                                              • Time for more help?
                                                • Figure 4: Adults who have paid help at home to help with the household chores, 2003 and 2008
                                              • Non-work time is not always ‘spare’ or ‘free’
                                                • Figure 5: Amount of time spent on occupation and household chores (cleaning, washing, gardening etc) on an average weekday, by gender, 2008
                                              • Changing attitudes towards childcare and domestic responsibilities
                                                • Barriers to getting help
                                                  • Influx of EU migrants creating cheap and plentiful labour force
                                                    • Changes in provision of school childcare
                                                      • The franchise model
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Economic slowdown
                                                              • Figure 6: Current feelings about household income, 2007 and 2008
                                                            • Affluence is key
                                                              • Figure 7: Population breakdown, by socio-economic group, 2005-13
                                                            • Help the aged
                                                              • Figure 8: Population breakdown, by age, 2005-13
                                                              • Figure 9: Population breakdown, by lifestage, 2005-13
                                                            • The changing family unit
                                                              • Figure 10: Households, by type of household and family, 1971-2007
                                                            • Long-term labour trends good
                                                              • Figure 11: UK labour market, by gender, 2003-13
                                                            • Already working hard
                                                              • Figure 12: Usual weekly hours of work, all in employment, 1998-2008*
                                                            • Gender differences
                                                              • Flexible working
                                                                • Figure 13: Employees with flexible working patterns*, by gender and type of employment, Q2 2007**
                                                              • More time off
                                                                • Housing slowdown
                                                                  • Figure 14: Housing transactions and average years between moves, 2005-13
                                                              • Competitive Context

                                                                • Key points
                                                                  • Expenditure priorities
                                                                    • Figure 15: Expenditure priorities, 2007-09
                                                                  • Spending on the home
                                                                    • Figure 16: Market value of home and garden products, 2004-08
                                                                  • Technological innovation
                                                                  • Strengths and Weaknesses in the Market

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Grey care
                                                                            • Eco opportunities
                                                                              • Lifestyle services
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • EU boost
                                                                                    • Figure 17: Market size for domestic and household services, 2003-13
                                                                                  • Factors used in the forecast
                                                                                    • Cleaning dominates
                                                                                        • Figure 18: Estimated market share of domestic services, by type of service, 2008
                                                                                      • The future
                                                                                      • Companies and Products

                                                                                        • Key points
                                                                                          • Supply structure
                                                                                            • Trade associations and standards
                                                                                              • Cleaning services
                                                                                                • ServiceMaster
                                                                                                  • Myhome Group
                                                                                                    • MOLLY MAID
                                                                                                      • Maid2Clean
                                                                                                        • Other franchises
                                                                                                          • Figure 19: Other franchises providing cleaning services, 2009
                                                                                                        • Carpet and upholstery cleaning
                                                                                                          • Homeserve plc – Chem-Dry
                                                                                                            • Cleaning Doctor
                                                                                                                • Figure 20: Other carpet and upholstery cleaning franchises, 2009
                                                                                                              • Oven cleaning
                                                                                                                • Ovenu
                                                                                                                  • Oven Clean Ltd
                                                                                                                    • Ironing and laundry services
                                                                                                                      • Pressing matters
                                                                                                                        • Pest control
                                                                                                                          • Rentokil
                                                                                                                            • Gardening services
                                                                                                                              • Green Thumb
                                                                                                                                • Countrywide Lawn Doctor
                                                                                                                                  • Other gardening franchises
                                                                                                                                    • Figure 21: Other gardening srvices franchises, 2009
                                                                                                                                  • In-home staff
                                                                                                                                    • Tinies Childcare
                                                                                                                                      • Bluebird Care
                                                                                                                                        • Petcare services
                                                                                                                                          • Pet Pals
                                                                                                                                            • Paw Pals
                                                                                                                                              • Other petcare franchises
                                                                                                                                                • Figure 22: Other petcare franchises, 2009
                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                              • Key points
                                                                                                                                              • The Consumer – Who’s Using Paid Help?

                                                                                                                                                • Key points
                                                                                                                                                  • Help for the hard-to-reach areas…
                                                                                                                                                    • ...but domestic staff still a privilege
                                                                                                                                                        • Figure 23: Usage of domestic and household services, January 2009
                                                                                                                                                      • Can pay, will pay
                                                                                                                                                        • Can do will do
                                                                                                                                                          • North/South divide
                                                                                                                                                            • Windows without class
                                                                                                                                                              • Families crave cleaners
                                                                                                                                                                • Traditional division of labour
                                                                                                                                                                  • Ironing used by those pressed for time
                                                                                                                                                                  • The Consumer – Attitudes Towards Household Chores and Gardening

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Sense of satisfaction from doing it yourself
                                                                                                                                                                          • Figure 24: Attitudes towards household chores and gardening, January 2009
                                                                                                                                                                        • A perverse pleasure for a job well done
                                                                                                                                                                          • Family help for those on their own
                                                                                                                                                                            • Time is precious
                                                                                                                                                                              • Immaculate has to be achievable
                                                                                                                                                                                • I’d rather be...doing anything but cleaning
                                                                                                                                                                                  • A question of trust
                                                                                                                                                                                    • Ironing trouble
                                                                                                                                                                                    • The Consumer – Attitudes Towards Cleaning Groupings

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Cleaning Encumbered (15%)
                                                                                                                                                                                          • Simply Spotless (30%)
                                                                                                                                                                                            • Apathetic (55%)
                                                                                                                                                                                                • Figure 25: Attitudes towards household chores and gardening, by consumer typology, January 2009
                                                                                                                                                                                                • Figure 26: Usage of domestic and household services, by consumer typology, January 2009
                                                                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                                                                • Figure 27: Number of UK households, by size of household, 2005-13
                                                                                                                                                                                                • Figure 28: Amount of time spent on occupation, household chores, studying and caring for children on an average working day/weekday, 2003 and 2008
                                                                                                                                                                                            • Appendix – Consumer – Who’s Using Paid Help?

                                                                                                                                                                                                • Figure 29: Usage of paid domestic help and household services, by detailed demographics, January 2009
                                                                                                                                                                                                • Figure 30: Usage of paid domestic help and household services, by detailed demographics, January 2009
                                                                                                                                                                                            • Appendix – Attitudes Towards Household Chores and Gardening

                                                                                                                                                                                                • Figure 31: Attitudes towards household chores and gardening, by detailed demographics, January 2009
                                                                                                                                                                                                • Figure 32: Attitudes towards household chores and gardening, by detailed demographics, January 2009
                                                                                                                                                                                            • Appendix – Attitudes Towards Cleaning Groupings

                                                                                                                                                                                                • Figure 33: Consumer typologies on attitudes towards household chores and gardening, by detailed demographics, January 2009

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                                            • Confederation of British Industry
                                                                                                                                                                                            • Express Newspapers plc
                                                                                                                                                                                            • Gfk NOP
                                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                                            • Kwik Save Ltd
                                                                                                                                                                                            • Lidl (UK)
                                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                                            • National Lottery Commission
                                                                                                                                                                                            • Netto Foodstores Ltd
                                                                                                                                                                                            • Office for National Statistics
                                                                                                                                                                                            • Rentokil Initial Group
                                                                                                                                                                                            • Safeway Stores
                                                                                                                                                                                            • ServiceMaster Company , The
                                                                                                                                                                                            • Somerfield
                                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                                            • Thomson Holidays
                                                                                                                                                                                            • TruGreen LandCare L.L.C.
                                                                                                                                                                                            • Waitrose
                                                                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                                                                            • Yellow Pages Association

                                                                                                                                                                                            Home Domestic Services - UK - March 2009

                                                                                                                                                                                            £1,995.00 (Excl.Tax)