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

Household Cleaning: The Consumer - US - May 2011

  • How broader economic forces are impacting household cleaning attitudes and behaviors
  • Analysis of 10-year trended usage data for 13 different cleaning product segments
  • Insight into the use of and attitudes toward general purpose and specialty wipes
  • A look at who’s doing the household cleaning today, including an examination of how traditional gender-based roles are shifting and blurring
  • An examination of what appears to be wavering interest in cleaning products marketed as environmentally friendly
  • A gauge of how consumer interest in lower-priced private label cleaning products is changing as the economy shifts from deep recession to tentative recovery
  • An assessment of the emotional dynamics of cleaning the house
  • Brand preferences across a broad array of product categories and the significant differences in these preferences by race and Hispanic origin.

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
            • Executive Summary

              • Economic concerns drive the market
                • Women still more likely to be primary cleaners, but men are gaining
                  • Penetration steady for the most commonly used cleaning products
                    • Shifting usage trends signal move to convenience and effectiveness
                      • Most consumers have tried most types of wipe, but regular use is lower
                        • Belief in the effectiveness of store brands softens as economy firms
                          • Young parents a key target
                            • Enthusiasm cools for green cleaners
                              • Brand usage for major types of household cleaner
                                • Attitudes and usage by race and Hispanic origin
                                • Insights and Opportunities

                                  • The new Mr. Clean?
                                    • Cleaner shopping
                                      • Reigniting green
                                        • Harness the power of nature for more effective cleaning
                                          • Focus on family
                                            • Stay close to home
                                            • Inspire Insights

                                                • Trend: Never Say Die
                                                • Market Drivers

                                                  • Economic concerns drive the market
                                                    • Household growth slows overall
                                                      • Households with kids declining
                                                        • Figure 1: Households, by presence of children younger than 18, 2000-10
                                                      • Consumer sentiment sees only halting improvement
                                                        • Figure 2: ICS, January 2006-March 2011
                                                      • Professional cleaning services still down
                                                        • Figure 3: Trends in who cleans the house, 2006-11
                                                      • Pace of new product introductions picks up
                                                        • Figure 4: U.S. new household cleaning product introductions, 2003-10
                                                        • Figure 5: Top packaging claims for household cleaning product introductions, 2006-10
                                                    • Who Cleans the House?

                                                      • Key points
                                                        • Women still more likely to be primary cleaners, but men are gaining
                                                          • Shifting, blurring of gender roles
                                                            • Marketers only starting to target men
                                                              • Figure 6: Who cleans the house, by gender, January 2011
                                                            • Younger adults more likely to share cleaning, less likely to hire a service
                                                              • Figure 7: Who cleans the house, by age, January 2011
                                                            • Higher-income households more likely to opt for professional services
                                                              • Figure 8: Who cleans the house, by household income, January 2011
                                                          • Usage of Household Cleaners

                                                            • Key points
                                                              • Penetration steady for most common general-purpose cleaning products
                                                                • Shifts in usage among some specialized products
                                                                  • Traditional products in decline
                                                                    • New products on the rise
                                                                      • Figure 9: Trended household usage of household cleaners, 2001-10
                                                                    • Older cleaners more likely to use traditional products
                                                                      • Figure 10: Household usage of household cleaners, by age, July 2009-September 2010
                                                                    • Lower-income consumers use a broader array of products
                                                                      • Figure 11: Household usage of household cleaners, by household income, July 2009-September 2010
                                                                    • Consumers use cleaners to disinfect, remove mildew, and deodorize
                                                                      • Figure 12: Major types of household cleaner used, by age, July 2009-September 2010
                                                                    • Younger cleaners clean more frequently
                                                                      • Figure 13: Frequency of use of household cleaners, by age, July 2009-September 2010
                                                                      • Figure 14: Frequency of use of household cleaners, by presence of children, July 2009-September 2010
                                                                  • Usage of Wipes

                                                                    • Key points
                                                                      • Trial rates for most types of wipe is high, regular use is lower
                                                                        • Younger consumers more likely to use wipes
                                                                          • New parents a key target
                                                                            • Emptying of the nest may also present an opportunity
                                                                              • Figure 15: Usage of wipes, by age, January 2011
                                                                            • Skew to higher incomes points to price as barrier to regular wipe use
                                                                              • Figure 16: Usage of wipes, by household income, January 2011
                                                                          • Attitudes toward Wipes

                                                                            • Key points
                                                                              • Wipes seen as good for quick, on-the-spot cleanups
                                                                                • Lysol pushes to increase utility of wipes
                                                                                  • Figure 17: Lysol Dual Action wipes TV ad, 2010
                                                                                • Moms a key target for wipes
                                                                                  • Figure 18: Attitudes toward wipes, by gender, January 2011
                                                                                • Parents appreciate wipes
                                                                                  • Figure 19: Attitudes toward wipes, January 2011
                                                                              • Other Attitudes and Purchasing Behavior

                                                                                • Key points
                                                                                  • Belief in the effectiveness of store brands softens as economy firms
                                                                                    • Figure 20: General attitudes and purchasing behavior, February 2010 and January 2011*
                                                                                  • Younger consumers more engaged in cleaning
                                                                                    • Far more likely to shop for cleaning products online
                                                                                      • Figure 21: General attitudes and purchasing behavior, by age, January 2011
                                                                                    • Parents with kids in the house more involved in household cleaning
                                                                                      • Figure 22: Lysol disinfectant spray TV ad, 2010
                                                                                      • Figure 23: General attitudes and purchasing behavior, by presence of children in the household, January 2011
                                                                                  • Attitudes toward “Green” Cleaners

                                                                                    • Key points
                                                                                      • Enthusiasm cools for green cleaners
                                                                                        • Too expensive
                                                                                          • Figure 24: Attitudes toward green cleaners, agree summary, trended, 2008-11*
                                                                                        • Younger consumers more committed to green cleaners
                                                                                          • Figure 25: Attitudes toward green cleaners, by age, January 2011
                                                                                        • Parents with kids at home more committed to green
                                                                                          • Figure 26: Attitudes toward green cleaners, by presence of children, January 2011
                                                                                      • Attitudes toward Child-safe Products

                                                                                        • Child-safe is a compelling product benefit among parents
                                                                                          • Figure 27: Attitudes toward child-safe products, agree summary, trended 2008-11
                                                                                        • Child-safe is especially compelling among young parents
                                                                                          • Figure 28: Attitudes toward child-safe products, agree summary, by age, January 2011
                                                                                      • Attitudes toward Cleaning: What Kind of Household Cleaner Are You?

                                                                                        • Key points
                                                                                          • Cleaning the house offers emotional rewards
                                                                                            • Emotions in marketing
                                                                                              • SC Johnson research identifies “methods and emotions”
                                                                                                • Women more engaged in cleaning
                                                                                                  • Relatively few take an eco-friendly approach to cleaning
                                                                                                    • Figure 29: What kind of household cleaner are you? by gender, January 2011
                                                                                                  • Younger cleaners more enthusiastic about cleaning
                                                                                                    • Figure 30: What kind of household cleaner are you? by age, January 2011
                                                                                                • Brands

                                                                                                    • Clorox and Lysol brand families dominate household cleaners
                                                                                                      • Figure 31: Brands of household cleaners used, by race/Hispanic origin, July 2009-September 2010
                                                                                                    • Old standbys lead among abrasive cleaners
                                                                                                      • Figure 32: Brands of abrasive cleaner used, by race/Hispanic origin, July 2009-September 2010
                                                                                                    • Variety of wipes brands reflects variety of specialized uses
                                                                                                      • Figure 33: Brands of household cleaning wipes used, by race/Hispanic origin, July 2009-September 2010
                                                                                                    • Windex owns windows
                                                                                                      • Figure 34: Brands of window/glass cleaners used, by race/Hispanic origin, July 2009-September 2010
                                                                                                    • Resolve leads rug/carpet cleaners
                                                                                                      • Figure 35: Brands of rug cleaners/shampoos used, by race/Hispanic origin, July 2009-September 2010
                                                                                                    • Febreze holds a wide lead among fabric/carpet deodorizers/refreshers
                                                                                                      • Figure 36: Brands of rug deodorizers/fresheners used, by race/Hispanic origin, July 2009-September 2010
                                                                                                    • Clorox and Lysol top in-bowl toilet cleaner brands
                                                                                                      • Figure 37: Brands of in-bowl toilet cleaners used, by race/Hispanic origin, July 2009-September 2010
                                                                                                    • 2000 Flushes holds top spot for in-tank toilet cleaners
                                                                                                      • Figure 38: Brands of in-tank toilet cleaners used, by race/Hispanic origin, July 2009-September 2010
                                                                                                    • Mop & Glo leads floor wax brands but trails Swiffer by wide margin
                                                                                                      • Figure 39: Brands of floor wax or polish used, by race/Hispanic origin, July 2009-September 2010
                                                                                                    • Drano and Liquid-Plumr dominate drain cleaning
                                                                                                      • Figure 40: Brands of drain cleaners used, by race/Hispanic origin, July 2009-September 2010
                                                                                                  • Usage and Attitudes by Race and Hispanic Origin

                                                                                                    • Key points
                                                                                                      • Usage skews greater for more specialized products
                                                                                                        • Figure 41: Household usage of household cleaners, by race/Hispanic origin, July 2009-September 2010
                                                                                                      • Frequency of use higher among blacks and Hispanics
                                                                                                        • Figure 42: Frequency of use of household cleaners, by race/Hispanic origin, July 2009-September 2010
                                                                                                      • Non-whites especially interested in eco-friendly cleaning products
                                                                                                        • Figure 43: Attitudes toward green cleaners, by race and Hispanic origin, January 2011
                                                                                                      • Blacks and Hispanics more interested in child-safe cleaning products
                                                                                                        • Figure 44: Attitudes toward child-safe products, agree summary, by race and Hispanic origin, January 2011
                                                                                                      • Blacks, Hispanics get greater satisfaction out of cleaning the house
                                                                                                        • Figure 45: What kind of household cleaner are you?, by race/Hispanic origin, January 2011
                                                                                                    • Cluster Analysis

                                                                                                        • Enviro-conscious, Multiwipers
                                                                                                          • Opportunity
                                                                                                            • Love the Clean, Not the Category
                                                                                                              • Opportunity
                                                                                                                • Thankless Chore
                                                                                                                  • Opportunity
                                                                                                                    • Characteristic tables
                                                                                                                      • Figure 46: Household cleaning clusters, February 2011
                                                                                                                      • Figure 47: Who cleans the house, by household cleaning clusters, February 2011
                                                                                                                      • Figure 48: Usage of wipes, by household cleaning clusters, February 2011
                                                                                                                      • Figure 49: Attitudes toward wipes, by household cleaning clusters, February 2011
                                                                                                                      • Figure 50: Attitudes toward green cleaners, by household cleaning clusters, February 2011
                                                                                                                      • Figure 51: What kind of household cleaner are you?, by household cleaning clusters, February 2011
                                                                                                                    • Demographic tables
                                                                                                                      • Figure 52: Household cleaning clusters, by gender, February 2011
                                                                                                                      • Figure 53: Household cleaning clusters, by age, February 2011
                                                                                                                      • Figure 54: Household cleaning clusters, by household income, February 2011
                                                                                                                      • Figure 55: Household cleaning clusters, by race/ethnicity, February 2011
                                                                                                                      • Figure 56: Household cleaning clusters, by Hispanic origin, February 2011
                                                                                                                    • Cluster methodology
                                                                                                                    • Custom Consumer Groups

                                                                                                                      • Gender/age: more sharing among young adults, especially young women
                                                                                                                          • Figure 57: Who cleans the house, by gender and age, January 2011
                                                                                                                        • Young male cleaners favor speed and simplicity
                                                                                                                          • Younger adults of both genders more interested in private label
                                                                                                                            • Figure 58: General attitudes and purchasing behavior, by gender and age, January 2011
                                                                                                                          • Young male cleaners most interested in eco-friendly cleaning products
                                                                                                                            • Figure 59: Attitudes toward green cleaners, agree summary, by gender and age, January 2011
                                                                                                                          • Young adults more likely to get a sense of accomplishment from cleaning
                                                                                                                            • Figure 60: What kind of household cleaner are you?, by gender and age, January 2011
                                                                                                                          • Gender/presence of kids: Men with kids at home are more likely to clean
                                                                                                                            • Figure 61: Who cleans the house, by gender and presence of children, January 2011
                                                                                                                          • Dads more focused on environmentally friendly cleaning
                                                                                                                              • Figure 62: Attitudes toward green cleaners, agree summary, by gender and presence of children, January 2011
                                                                                                                            • Children impact men’s general perspective on cleaning
                                                                                                                              • Figure 63: What kind of household cleaner are you?, by gender and presence of children, January 2011
                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                              • Figure 64: Who cleans the house, by presence of children, January 2011
                                                                                                                              • Figure 65: Household usage of household cleaners, by household income, July 2009-September 2010
                                                                                                                              • Figure 66: Household usage of household cleaners, by presence of children, July 2009-September 2010
                                                                                                                              • Figure 67: Major types of household cleaner used, by household income, July 2009-September 2010
                                                                                                                              • Figure 68: Attitudes toward wipes, by age, January 2011
                                                                                                                              • Figure 69: General attitudes and purchasing behavior, by gender, January 2011
                                                                                                                              • Figure 70: General attitudes and purchasing behavior, by household income, January 2011
                                                                                                                            • Brands of drain cleaners used
                                                                                                                              • Figure 71: Brands of drain cleaners used, by age, July 2009-September 2010
                                                                                                                              • Figure 72: Brands of drain cleaners used, by presence of children, July 2009-September 2010
                                                                                                                          • Appendix—Trade Associations

                                                                                                                            Companies Covered

                                                                                                                            • Ambi Pur
                                                                                                                            • American Association of Retired Persons (AARP)
                                                                                                                            • Association of Home Appliance Manufacturers
                                                                                                                            • Bissell Homecare, Inc.
                                                                                                                            • Church & Dwight Co. Inc
                                                                                                                            • Clorox Company , The
                                                                                                                            • Colgate-Palmolive Company
                                                                                                                            • Comet Group Ltd
                                                                                                                            • Grocery Manufacturers of America
                                                                                                                            • Grocery Manufacturers of America (GMA)
                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                            • Procter & Gamble USA
                                                                                                                            • Reckitt Benckiser USA
                                                                                                                            • S.C. Johnson & Son, Inc.
                                                                                                                            • The Consumer Specialty Products Association (CSPA)—Cleaning Products Division
                                                                                                                            • The Soap and Detergent Association
                                                                                                                            • U.S. Bureau of the Census
                                                                                                                            • Walmart Stores (USA)

                                                                                                                            Household Cleaning: The Consumer - US - May 2011

                                                                                                                            Regular Price: £2,684.63

                                                                                                                            Special Price: £2,447.00

                                                                                                                            (Excl.Tax)