Household Surface Cleaners - US - December 2012
“While an economizing mindset sets the tone for much of the category, surface cleaner purchasers are motivated by more than just price. Surface cleaners that facilitate quick and easy cleanups continue to gain in popularity as do products offering fresh approaches to tough cleaning problems. In addition, consumers are placing more importance on disinfection, strengthening the connection between housecleaning and health.”
– John Owen, Senior Household Analyst
Some questions answered in this report include:
- How does health and wellness intersect with housecleaning?
- Multipurpose or specialized, which is the path to growth?
- How will the Millennial generation (aged 18-35 in 2012) change the household surface cleaner market as they move into their prime housecleaning years and displace aging and nest-emptying Baby Boomers?
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