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Household Cleaning Products: The Consumer - US - May 2010

This report analyzes exclusive, up-to-date consumer research to examine usage, attitudes and purchasing behavior relative to household cleaners including wipes, surface sprays, all-purpose cleaners and a range of more specialized cleaning products. It includes trended data to show how consumer behavior has been evolving, especially in the wake of the recession. Market drivers such as the introduction of new products and the evolution of the “green” marketplace are also explored.

The exclusive consumer research (analyzed by gender, age, income, ethnicity, and for moms and dads) probes questions including:

  • What brands are favored for cleaning products including: all-purpose sprays, abrasives, wipes, window/glass cleaners, rug deodorizers, in-tank and in-bowl toilet cleaners, floor wax/polishes and liquid drain cleaners? How does brand preference vary for key demographic groups?
  • Who cleans the house, and which groups have been most likely to increase hands-on cleaning and reduce use of professional cleaners?
  • Which types of cleaners are most widely used and how has usage for specific products been evolving from 2001-09?
  • Which consumers are most likely to use household wipes and how do different groups view them in terms of effectiveness for quick pick-ups and larger clean-up jobs?
  • Which groups are most interested in wipes in handy travel packs?
  • Which groups are most likely to seek out and use “green” household cleaning products?
  • How do consumers view green cleaners in terms of value and effectiveness?
  • Which consumers prioritize antibacterial products? Time-saving products? Scented and scent-free products?
  • Which consumer groups seek out child-safe products and what are consumer attitudes towards these products?

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Table of contents

  1. Scope and Themes

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

              • Recession brings slower household growth and reduced consumer spending
                • Americans seeking smaller homes, simpler lifestyles
                  • Despite expansion of green cleaners in 2008, overall product introductions slow from 2007-09
                    • Shifts in who is cleaning seen from 2006-10
                      • Usage and trended data show changes from 2001-09
                        • Usage of wipes highest for all-purpose wipes and among younger consumers
                          • Attitudes towards wipes suggests larger, “heavy-duty” wipes may be valued
                            • Opportunities for expanding market for green cleaners
                              • Attitudes towards green products suggests growth opportunities, strategies
                                • Attitudes towards qualities of products vary with gender and age
                                  • Attitudes towards cleaning and parents and their cleaning routine
                                    • Interest in child-safe products tempered by questions about definition and effectiveness
                                      • Brand usage for major types of household cleaners
                                        • Non-white demographic groups seek more specialized cleaning products
                                          • Asians and Hispanics favor green cleaners
                                            • Hispanics may be a target for store brands
                                            • Insights and Opportunities

                                              • Room for growth in green cleaners
                                                • Tougher wipes and “greener” ones
                                                  • Scented vs. unscented
                                                    • Time-saving products
                                                    • Inspire Insights

                                                        • Time for a change
                                                          • Not afraid to get dirty
                                                            • Inspire social trends suggest that the terms “men” and “cleaning” might actually be related
                                                              • Girly Men
                                                                • What's it about?
                                                                  • Specifics
                                                                    • Implications
                                                                      • Men Shopping Badly
                                                                        • What's it about?
                                                                          • What we've seen
                                                                            • Specifics
                                                                              • Implication
                                                                              • Market Drivers

                                                                                • Key points
                                                                                  • Growth of U.S. households slows in 2008-09
                                                                                    • Figure 1: Total number of U.S. households, 2001-09
                                                                                  • Consumers cut back on basic expenditures in climate of economic uncertainty
                                                                                    • Consumer confidence shows only uneven improvement in 2009-10
                                                                                      • Figure 2: University of Michigan’s Index of Consumer Sentiment (ICS), 2001-09
                                                                                    • More than two thirds reduce household spending in 2009 to save money
                                                                                      • Figure 3: Changes or plans to save money, by gender and presence of children, March 2009
                                                                                    • Majority of consumers, especially in lower income brackets, cut back on cleaning supplies
                                                                                      • Figure 4: Cut back spending on household cleaners, by household income, March 2009
                                                                                    • Consumers cut back on use of professional cleaning services
                                                                                      • Figure 5: House cleaning service, changes in service use in the past 12 months, March 2009
                                                                                      • Figure 6: Window-washing service, changes in service use in the past 12 months, March 2009
                                                                                      • Figure 7: Windex Outdoor All-In-One Glass Cleaning Tool
                                                                                    • Trend towards smaller homes
                                                                                      • New product introductions essential
                                                                                        • Figure 8: U.S. new household cleaning product introductions, 2002-09
                                                                                      • Economizing efforts have likely driven interest in most basic products
                                                                                        • Figure 9: U.S. new household cleaning product introductions, by subcategory*, 2007-09
                                                                                      • Rising product claims
                                                                                        • Figure 10: U.S. new household cleaning product introductions, by claims, 2007-09
                                                                                    • Who Cleans the House?

                                                                                      • Key points
                                                                                        • Trended survey data show cutbacks in use of professional services
                                                                                          • Figure 11: Trends in who cleans the house, 2006-10
                                                                                        • More women are the primary cleaners
                                                                                          • Figure 12: Who cleans the house, by gender, February 2010
                                                                                        • Younger consumers share cleaning and older ones use more professional services
                                                                                          • Figure 13: Who cleans the house, by age, February 2010
                                                                                        • Upper-income households have cut back on professional services
                                                                                          • Figure 14: Who cleans the house, by household income, February 2010
                                                                                      • Usage of Household Cleaners

                                                                                        • Key points
                                                                                          • Trended data 2001-09 show some shifts in usage
                                                                                            • Figure 15: Trended household usage of household cleaners, 2001-09
                                                                                          • Consumers also use cleaners to disinfect, remove mildew and deodorize
                                                                                            • Figure 16: Major types of household cleaners used, by age, April 2008-June 2009
                                                                                          • Lower-income HHs use more deodorizers
                                                                                            • Figure 17: Major types of household cleaners used, by household income, April 2008-June 2009
                                                                                        • Usage of Wipes

                                                                                          • Key points
                                                                                            • Type of wipe used and tried
                                                                                                • Figure 18: Usage of wipes, by age, February 2010
                                                                                              • Use of wipes increases with income
                                                                                                • Figure 19: Usage of wipes, by household income, February 2010
                                                                                            • Usage of Green Cleaners

                                                                                              • Key points
                                                                                                • Green cleaners offer opportunity for further growth
                                                                                                  • Figure 20: Usage of green cleaners, by age, February 2010
                                                                                                • Opportunities to expand green cleaner usage among varied income levels
                                                                                                  • Figure 21: Usage of green cleaners, by household income, February 2010
                                                                                              • Attitudes Towards Wipes

                                                                                                • Key points
                                                                                                  • Wipes widely seen as good for quick clean-ups
                                                                                                    • Figure 22: Attitudes towards wipes, February 2010
                                                                                                  • Younger consumers view wipes as good for clean-up and use more travel-sized wipes
                                                                                                    • Figure 23: Attitudes towards wipes, by age, February 2010
                                                                                                  • Attitudes towards wipes vary with HH income level
                                                                                                    • Figure 24: Attitudes towards wipes, by household income, February 2010
                                                                                                • Other Attitudes and Purchasing Behavior

                                                                                                  • Key points
                                                                                                    • Attitudes favorable towards antibacterial, time-saving and store brand products
                                                                                                        • Figure 25: General attitudes and purchasing behavior, February 2010
                                                                                                      • Attitudes vary with gender
                                                                                                        • Figure 26: General attitudes and purchasing behavior, by gender, February 2010
                                                                                                      • Attitudes vary with age
                                                                                                        • Figure 27: General attitudes and purchasing behavior, by age, February 2010
                                                                                                    • Attitudes Towards “Green” Cleaners

                                                                                                      • Key points
                                                                                                        • Positive attitudes towards green cleaners combined with some doubts
                                                                                                            • Figure 28: Attitudes towards green cleaners, agree summary, trended, 2008 and 2010
                                                                                                          • Potential for growth by targeting pool of consumers with neutral attitudes on cost/effectiveness
                                                                                                            • Figure 29: Attitudes towards green cleaners, by gender, February 2010
                                                                                                          • Younger consumers buy more green cleaners…but also have more concerns
                                                                                                            • Figure 30: Attitudes towards green cleaners, by age, February 2010
                                                                                                        • Attitudes towards Child-safe Products

                                                                                                          • Key points
                                                                                                            • Figure 31: Attitudes towards child-safe products, agree summary, trended 2008 and 2010
                                                                                                            • Figure 32: Child-safe products attitudes and purchasing behavior, any agree, trended February 2010
                                                                                                        • Parents’ Attitudes towards Cleaning: What Kind of Household Cleaner are You?

                                                                                                          • Key points
                                                                                                            • Figure 33: What kind of household cleaner are you?, February 2010
                                                                                                        • Brands

                                                                                                          • Key points
                                                                                                            • Clorox and Lysol brand families dominate household cleaners
                                                                                                                • Figure 34: Brands of household cleaners used, by race/Hispanic origin, April 2008-June 2009
                                                                                                              • Brands of abrasive cleaners used
                                                                                                                • Figure 35: Brands of abrasive cleaner used, by race/Hispanic origin, April 2008-June 2009
                                                                                                              • Brands of cleaning wipes used
                                                                                                                • Figure 36: Brands of household cleaning wipes used, by race/Hispanic origin, April 2008-June 2009
                                                                                                              • Windex is by far the dominant brand of window/glass cleaner
                                                                                                                • Figure 37: Brands of window/glass cleaners used, by race/Hispanic origin, April 2008-June 2009
                                                                                                              • Resolve is leading rug/carpet cleaner
                                                                                                                • Figure 38: Brands of rug cleaners/shampoos used, by race/Hispanic origin, April 2008-June 2009
                                                                                                              • Febreze and Carpet Fresh enjoy leading position in rug deodorizers
                                                                                                                • Figure 39: Brands of rug deodorizers/fresheners used, by race/Hispanic origin, April 2008-June 2009
                                                                                                              • Clorox and Lysol top in-bowl toilet cleaner brands
                                                                                                                • Figure 40: Brands of in-bowl toilet cleaners used, by race/Hispanic origin, April 2008-June 2009
                                                                                                              • Clorox and specialized brands most prominent for in-tank toilet cleaners
                                                                                                                • Figure 41: Brands of in-tank toilet cleaners used, by race/Hispanic origin, April 2008-June 2009
                                                                                                              • Mop & Glo is leading floor wax/polish
                                                                                                                • Figure 42: Brands of floor wax or polish used, by race/Hispanic origin, April 2008-June 2009
                                                                                                              • Drano and Liquid Plumber lead drain cleaners
                                                                                                                • Figure 43: Brands of drain cleaners used, by race/Hispanic origin, April 2008-June 2009
                                                                                                            • Usage and Attitudes by Race and Hispanic Origin

                                                                                                              • Key points
                                                                                                                • Blacks and Hispanics use more specialized products
                                                                                                                  • Figure 44: Trended household usage of household cleaners, by race/Hispanic origin, April 2008-June 2009
                                                                                                                • Blacks show high interest in disinfectants and deodorizers
                                                                                                                  • Figure 45: Types of household cleaners used, by race/Hispanic origin, April 2008-June 2009
                                                                                                                • Asians and Hispanics show highest use of green cleaners
                                                                                                                  • Figure 46: Usage of green cleaners, by race/Hispanic origin, February 2010
                                                                                                                • Asians most likely to buy green cleaners when possible
                                                                                                                  • Figure 47: General attitudes and purchasing behavior, by race/Hispanic origin, February 2010
                                                                                                                • Attitudes towards brand, online purchasing and product effectiveness
                                                                                                                    • Figure 48: Other attitudes and purchasing behavior, by race/Hispanic origin, February 2010
                                                                                                                • Cluster Analysis

                                                                                                                    • Avid Cleaners
                                                                                                                      • Who they are
                                                                                                                        • Opportunity
                                                                                                                          • Try Them All But Unimpressed
                                                                                                                            • Who they are
                                                                                                                              • Opportunity
                                                                                                                                • Unengaged
                                                                                                                                  • Who they are
                                                                                                                                    • Opportunity
                                                                                                                                      • Cluster characteristics
                                                                                                                                        • Figure 49: Household cleaner clusters, February 2010
                                                                                                                                        • Figure 50: Usage of wipes (use regularly), by household cleaner clusters, February 2010
                                                                                                                                        • Figure 51: Usage of wipes (have tried but don’t use regularly), by household cleaner clusters, February 2010
                                                                                                                                        • Figure 52: Usage of wipes (have not tried), by household cleaner clusters, February 2010
                                                                                                                                        • Figure 53: Attitudes towards wipes, by household cleaner clusters, February 2010
                                                                                                                                        • Figure 54: Attitudes towards green cleaners, by household cleaner clusters, February 2010
                                                                                                                                      • Cluster demographics
                                                                                                                                        • Figure 55: Household cleaner clusters, by gender, February 2010
                                                                                                                                        • Figure 56: Household cleaner clusters, by age, February 2010
                                                                                                                                        • Figure 57: Household cleaner clusters, by household income, February 2010
                                                                                                                                        • Figure 58: Household cleaner clusters, by race, February 2010
                                                                                                                                        • Figure 59: Household cleaner clusters, by Hispanic origin, February 2010
                                                                                                                                      • Cluster methodology
                                                                                                                                      • Custom Consumer Groups

                                                                                                                                        • Key points
                                                                                                                                          • Having children in the HH shapes product usage
                                                                                                                                            • Figure 60: Household usage of household cleaners, by children in household, April 2008-June 2009
                                                                                                                                          • Parents seek disinfectants and deodorizers
                                                                                                                                            • Figure 61: Major types of household cleaners used, by children in household, April 2008-June 2009
                                                                                                                                          • Dads and moms are major consumers of wipes of all kinds
                                                                                                                                              • Figure 62: Usage of wipes, for moms and dads, February 2010
                                                                                                                                              • Figure 63: Attitudes towards wipes, for moms and dads, February 2010
                                                                                                                                            • Parents—and especially dads—use more green cleaners
                                                                                                                                              • Figure 64: Usage of green cleaners, for moms and dads, February 2010
                                                                                                                                            • Parents use more green cleaners, but have reservations about cost and effectiveness
                                                                                                                                                • Figure 65: Attitudes towards green cleaners, for moms and dads, February 2010
                                                                                                                                              • Parents seek germ-killing, time-saving products
                                                                                                                                                  • Figure 66: General attitudes and purchasing behavior, for moms and dads, February 2010
                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                • Women use more floor and furniture wipes
                                                                                                                                                  • Figure 67: Usage of wipes, by gender, February 2010
                                                                                                                                                • Attitudes towards wipes vary with gender
                                                                                                                                                  • Figure 68: General attitudes and purchasing behavior, by gender, February 2010
                                                                                                                                                • Income shapes attitudes towards time-saving products, store brands and online shopping
                                                                                                                                                    • Figure 69: General attitudes and purchasing behavior, by household income, February 2010
                                                                                                                                                  • Upper-income HHs buy more green cleaners, but have doubts on effectiveness
                                                                                                                                                      • Figure 70: Attitudes towards green cleaners, by household income, February 2010
                                                                                                                                                    • Older respondents favor Swiffer wipes, younger ones favor Clorox and Lysol
                                                                                                                                                      • Figure 71: Brands of household cleaning wipes used, by age, April 2008-June 2009
                                                                                                                                                    • Younger consumers show strong preference for Drano
                                                                                                                                                      • Figure 72: Brands of drain cleaners used, by age, April 2008-June 2009
                                                                                                                                                    • Whites and Asians use more floor wipes
                                                                                                                                                      • Figure 73: Usage of wipes, by race/Hispanic origin, February 2010
                                                                                                                                                    • Race/ethnicity shapes some differences in attitudes towards wipes
                                                                                                                                                      • Figure 74: General attitudes and purchasing behavior, by race/Hispanic origin, February 2010
                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                    Companies Covered

                                                                                                                                                    • American Association of Retired Persons (AARP)
                                                                                                                                                    • Clorox Company , The
                                                                                                                                                    • Grocery Manufacturers Association (GMA)
                                                                                                                                                    • Grocery Manufacturers of America (GMA)
                                                                                                                                                    • National Association of Home Builders (NAHB)
                                                                                                                                                    • S.C. Johnson & Son, Inc.
                                                                                                                                                    • The Soap and Detergent Association
                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                    • Unilever USA

                                                                                                                                                    Household Cleaning Products: The Consumer - US - May 2010

                                                                                                                                                    US $3,995.00 (Excl.Tax)