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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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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Category sales stuck in low gear, but new products show potential
                            • Figure 1: Total U.S. retail sales and fan chart forecast of household surface cleaners, at current prices, 2007-17
                          • Median household income remains weak
                            • Figure 2: Median household income, in inflation-adjusted dollars, 2001-11
                          • Segment performance
                            • Figure 3: Segment sales of household surface cleaners, 2010 and 2012
                          • Search for value drives channel shifting
                            • Figure 4: Share of retail sales of household surface cleaners, by channel, 2010 and 2012
                          • Clorox holds the lead over Reckitt Benckiser and SC Johnson
                            • Figure 5: MULO share of household surface cleaners by leading companies, 2011 and 2012
                          • The consumer
                            • Who cleans the house?
                              • Figure 6: Responsibility for household cleaning, by gender and age, August 2012
                            • Usage of surface cleaners
                              • Figure 7: Household usage of surface cleaners, 2005/06 and 2011/12
                            • Surface cleaner attribute importance
                              • Figure 8: Household surface cleaner attribute importance, August 2012
                            • Frequency of household cleaning tasks
                              • Figure 9: Frequency of household cleaning tasks, August 2012
                            • Household surface cleaner product practices
                              • Figure 10: Household surface cleaner product practices: August 2012
                            • Attitudes toward household surface cleaners
                                • Figure 11: Attitudes toward household surface cleaners, August 2012
                              • What we think
                              • Issues in the Market

                                  • 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?
                                      • Insights and Opportunities

                                        • The private label threat/opportunity
                                          • Men cleaning
                                            • Hispanic opportunity continues to grow
                                            • Trend Applications

                                                • Trend: The Real Thing
                                                  • Trend: Experience is All
                                                    • 2015 Trend: Old Gold
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Category sales stuck in low gear, but new products show potential
                                                          • Figure 12: Total U.S. retail sales of household surface cleaners, at current prices, 2007-17
                                                          • Figure 13: Total U.S. retail sales of household surface cleaners, at inflation-adjusted prices, 2007-17
                                                        • Fan chart forecast
                                                            • Figure 14: Total U.S. retail sales and fan chart forecast of household surface cleaners, at current prices, 2007-17
                                                        • Market Drivers

                                                          • Shaky economy keeps category growth in check
                                                            • Figure 15: Household surface cleaner economizing shopping behaviors, by household income, August 2012
                                                          • Median household income remains weak
                                                            • Figure 16: Median household income, in inflation-adjusted dollars, 2001-11
                                                          • Consumer confidence strengthens
                                                            • Figure 17: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-12
                                                          • Households with kids declining
                                                            • Figure 18: Households, by presence of children, 2002-12
                                                          • Growing influence of Hispanic market
                                                            • Figure 19: Population by race and Hispanic origin, 2007-17
                                                        • Competitive Context

                                                          • Leading eco-friendly brands
                                                            • Figure 20: MULO sales of select eco-friendly household surface cleaners, by brand and product type, 2010-12
                                                          • Home-made cleaners
                                                            • Figure 21: Household surface cleaner product practices concerning home-made products, August 2012
                                                        • Segment Performance

                                                          • Key points
                                                            • Specialized cleaners and wipes post strongest performance
                                                              • Sales slide in more traditional and labor-intensive segments
                                                                • All-purpose cleaners a focal point for cross-segment competition
                                                                  • Figure 22: Total U.S. retail sales of household surface cleaners, by segment, at current prices, 2010 and 2012
                                                              • Segment Performance—Toilet/Tub/Tile Cleaners

                                                                • Key points
                                                                  • Abrasive and nonabrasive tub/tile cleaners lead decline
                                                                    • Figure 23: Total U.S. retail sales of toilet/tub/tile cleaners, at current prices, 2007-17
                                                                    • Figure 24: MULO sales of toilet/tub/tile cleaners, by subsegment, at current prices, 2010-12
                                                                • Segment Performance—All-purpose Cleaners

                                                                  • Key points
                                                                    • Sales flat over the long run
                                                                      • Figure 25: Total U.S. retail sales of all-purpose cleaners, at current prices, 2007-17
                                                                  • Segment Performance—Specialized Cleaners

                                                                    • Key points
                                                                      • Drain cleaners and smaller subsegments drive growth for segment as a whole
                                                                        • Figure 26: Total U.S. retail sales of specialized cleaners, at current prices, 2007-17
                                                                        • Figure 27: MULO sales of specialized cleaners, by subsegment, at current prices, 2010-2012
                                                                    • Segment Performance—Cleaning Cloths/Wipes

                                                                      • Key points
                                                                        • Disposable wipes benefit from interest in quick, easy cleanups
                                                                          • Figure 28: Total U.S. retail sales of cleaning cloths/wipes, at current prices, 2007-17
                                                                      • Segment Performance—Floor Cleaners/Wax Removers

                                                                        • Key points
                                                                          • Easy, bucket-free cleaning helps drive segment sales
                                                                            • Figure 29: Total U.S. retail sales of floor cleaners/wax removers, at current prices, 2007-17
                                                                        • Segment Performance—Furniture Polish

                                                                          • Key points
                                                                            • Furniture polish sales decline as household usage slips
                                                                              • Figure 30: Total U.S. retail sales of furniture polish, at current prices, 2007-17
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Search for value drives channel shifting
                                                                                • Figure 31: Total U.S. retail sales of household surface cleaners, by channel, at current prices, 2010-12
                                                                            • Retail Channels—Supermarkets

                                                                              • Key points
                                                                                • Supermarkets lose cleaner sales to value-driven retailers
                                                                                  • Figure 32: U.S. supermarket sales of household surface cleaners, at current prices, 2007-12
                                                                              • Retail Channels—Drug Stores

                                                                                • Key points
                                                                                  • Convenience, store brands drive surface cleaner business in drug stores
                                                                                    • Figure 33: U.S. drug store sales of household surface cleaners, at current prices, 2007-12
                                                                                • Retail Channels—Other Channels

                                                                                  • Key points
                                                                                    • Value drives growth in other channels
                                                                                      • Figure 34: U.S. sales of household surface cleaners through other channels, at current prices, 2007-12
                                                                                  • Retail Channels—Natural Supermarkets

                                                                                    • Key points
                                                                                      • Sales of household cleaners in the natural channel
                                                                                        • Figure 35: Natural supermarket sales of household cleaners, at current prices, 2010-12
                                                                                        • Figure 36: Natural supermarket sales of household cleaners, at inflation-adjusted prices, 2010-12
                                                                                      • Natural channel sales of household cleaners by segment
                                                                                        • Figure 37: Natural supermarket sales of household cleaners, by segment, 2010 and 2012
                                                                                      • Brands of note
                                                                                      • Leading Companies

                                                                                        • Key points
                                                                                          • Clorox holds the lead over Reckitt Benckiser and SC Johnson
                                                                                              • Figure 38: MULO sales and share of household surface cleaners by leading companies, 2011 and 2012
                                                                                          • Brand Share—All-purpose Cleaners

                                                                                            • Key points
                                                                                              • Well-known brands extend into all-purpose cleaner segment
                                                                                                • Clorox and Pine Sol stay on top
                                                                                                  • Colgate gains with Fabuloso and Ajax
                                                                                                    • Lysol loses share but may be set to gain with Power & Free line
                                                                                                      • Manufacturer sales of all-purpose cleaners
                                                                                                        • Figure 39: MULO sales and share of all-purpose cleaners by leading companies and brands, 2011 and 2012
                                                                                                    • Brand Share —Toilet/Tub/Tile Cleaners

                                                                                                      • Key points
                                                                                                        • Minimal share movement among leading companies and brands
                                                                                                          • Manufacturer sales of toilet/tub/tile cleaners
                                                                                                            • Figure 40: MULO sales and share of toilet/tub/tile cleaners by leading companies and brands, 2011 and 2012
                                                                                                        • Brand Share—Specialized Cleaners

                                                                                                          • Key points
                                                                                                            • A wide variety of brands compete to meet specialized needs
                                                                                                              • Leading brands hold steady
                                                                                                                • Manufacturer sales of specialized cleaners
                                                                                                                  • Figure 41: MULO sales and share of specialized cleaners by leading companies and brands, 2011 and 2012
                                                                                                              • Brand Share—Cleaning Cloths/Wipes

                                                                                                                • Key points
                                                                                                                  • Clorox leads, but Lysol gains share with increasingly varied product lineup
                                                                                                                    • Lysol and others tout safety and effectiveness
                                                                                                                      • Private label advances
                                                                                                                        • Manufacturer sales of cleaning clothes/wipes
                                                                                                                          • Figure 42: MULO sales and share of cleaning cloths/wipes by leading companies and brands, 2011 and 2012
                                                                                                                      • Brand Share—Floor Cleaners/Wax Removers

                                                                                                                        • Key points
                                                                                                                          • Swiffer WetJet extends its lead
                                                                                                                            • Floor cleaning systems present opportunity for other brands as well
                                                                                                                              • Manufacturer sales of floor cleaners/wax removers
                                                                                                                                • Figure 43: MULO sales and share of floor cleaners/wax removers, by leading companies and brands, 2011 and 2012
                                                                                                                            • Brand Share—Furniture Polish

                                                                                                                              • Key points
                                                                                                                                • Pledge dominates declining segment
                                                                                                                                  • Swiffer gains share
                                                                                                                                    • Store brands advance
                                                                                                                                      • Manufacturer sales of furniture polish
                                                                                                                                        • Figure 44: MULO sales and share of furniture polish, by leading companies and brands, 2011 and 2012
                                                                                                                                    • Marketing Strategies

                                                                                                                                      • Overview: well-supported familiar brands
                                                                                                                                        • Figure 45: Measured-media advertising spending of select household surface cleaner brands, 2010 and 2011
                                                                                                                                      • Lysol brand focuses on health
                                                                                                                                        • Seasonal campaigns emphasize prevention
                                                                                                                                          • Figure 46: Lysol “Before the Sneeze” TV ad, 2012
                                                                                                                                        • Lysol Power & Free launch ads position line as more effective, less harsh than bleach
                                                                                                                                          • Figure 47: Lysol Power & Free “Time to Change the Way We Clean” TV ad, 2012
                                                                                                                                        • Clorox brand campaign reinforces the power of bleach
                                                                                                                                          • Clorox wipes ads focus on specific surfaces
                                                                                                                                            • Figure 48: Clorox disinfecting wipes “Dancing Chickens” TV ad, 2012
                                                                                                                                          • Scrubbing Bubbles moves into the kitchen
                                                                                                                                            • Figure 49: Scrubbing Bubbles with Fantastik “What’s it Like, In the Kitchen?” TV ad, 2012
                                                                                                                                          • Pledge assures suitability beyond wood
                                                                                                                                            • Figure 50: Pledge Multi-Surface “I’d Stay Clear of That Cleaner Too” TV ad, 2012
                                                                                                                                          • Kaboom stays in bathroom, grows sales
                                                                                                                                            • Figure 51: Kaboom “Tough Bathroom Stains?” TV ad, 2012
                                                                                                                                        • Innovations and Innovators

                                                                                                                                          • All-purpose cleaners lead innovation
                                                                                                                                            • Figure 52: Household surface cleaner new product launches, by product category, 2007-12*
                                                                                                                                          • Ethical claims lead all others
                                                                                                                                            • Figure 53: Top packaging claims for household surface cleaner new product launches, by product category, 2007-12*
                                                                                                                                          • Specialized cleaners
                                                                                                                                            • Environmentally friendly for better health
                                                                                                                                              • Cleaning power
                                                                                                                                              • Who Cleans the House?

                                                                                                                                                • Key points
                                                                                                                                                  • As gender roles continue to shift, men may need a bit of a push
                                                                                                                                                    • Figure 54: Responsibility for household cleaning, by gender and age, August 2012
                                                                                                                                                  • Those in lower income households more likely to take sole responsibility
                                                                                                                                                    • Figure 55: Responsibility for household cleaning, by household income, August 2012
                                                                                                                                                  • Lifestage drives changes in time spent on housecleaning
                                                                                                                                                    • Figure 56: Changes in time spent cleaning, by gender and age, August 2012
                                                                                                                                                • Usage of Surface Cleaners

                                                                                                                                                  • Key points
                                                                                                                                                    • Household usage steady for some types of surface cleaners
                                                                                                                                                      • Figure 57: Household usage of surface cleaners, 2005- 12
                                                                                                                                                    • Younger consumers less likely to use more traditional cleaning products
                                                                                                                                                      • Figure 58: Household usage of surface cleaners, by age, April 2011-June 2012
                                                                                                                                                    • Affluent consumers gravitate to convenience and lifestyle oriented cleaners
                                                                                                                                                      • Figure 59: Household usage of surface cleaners, by household income, April 2011-June 2012
                                                                                                                                                    • Households with kids use wider array of surface cleaners
                                                                                                                                                      • Figure 60: Household usage of surface cleaners, by presence of children in household, April 2011-June 2012
                                                                                                                                                    • Households with kids use products of all types more frequently
                                                                                                                                                      • Figure 61: Frequency of use of household of surface cleaners, by presence of children in household, April 2011-June 2012
                                                                                                                                                  • Surface Cleaner Attribute Importance

                                                                                                                                                    • Key points
                                                                                                                                                      • Functionality trumps fragrance and eco-friendliness
                                                                                                                                                        • Figure 62: Household surface cleaner attribute importance, August 2012
                                                                                                                                                      • Younger men and women more focused on cleaning product attributes
                                                                                                                                                        • Figure 63: Household surface cleaner attribute importance, by gender and age, August 2012
                                                                                                                                                      • Lower-income consumers value more cleaning product attributes
                                                                                                                                                        • Figure 64: Household surface cleaner attribute importance, by household income, August 2012
                                                                                                                                                    • Household Surface Cleaner Shopping Behaviors

                                                                                                                                                      • Key points
                                                                                                                                                        • Older shoppers more loyal; younger ones more likely to switch on price
                                                                                                                                                          • Focus on value to earn the loyalty of younger shoppers
                                                                                                                                                            • Figure 65: Household surface cleaner shopping behaviors, by gender and age, August 2012
                                                                                                                                                        • Frequency of Household Cleaning Tasks

                                                                                                                                                          • Key points
                                                                                                                                                            • Kitchens and bathrooms get frequent, ongoing cleaning
                                                                                                                                                              • Bucket-free mops facilitate frequent floor cleaning
                                                                                                                                                                • Windows would benefit from more attention
                                                                                                                                                                  • Figure 66: Frequency of household cleaning tasks, August 2012
                                                                                                                                                                • Young adults more likely to emphasize light-duty over thorough cleaning
                                                                                                                                                                  • Figure 67: Frequency of household cleaning tasks, by gender and age, August 2012
                                                                                                                                                              • Household Surface Cleaner Product Practices

                                                                                                                                                                • Key points
                                                                                                                                                                  • In everyday use, specialized products win out over multi-surface products
                                                                                                                                                                    • Baking soda and vinegar used as cleaners by nearly three in 10
                                                                                                                                                                      • Money savings more compelling than environment for refills, concentrates
                                                                                                                                                                        • Consumers more likely to read labels than go online to check ingredients
                                                                                                                                                                          • Figure 68: Household surface cleaner product practices, by gender and age, August 2012
                                                                                                                                                                        • Higher-income cleaners use more specialized products
                                                                                                                                                                          • Figure 69: Household surface cleaner product practices, by household income, August 2012
                                                                                                                                                                      • Attitudes Toward Household Surface Cleaners

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Disinfection becoming more important in and out of home
                                                                                                                                                                            • Concern over cleaners creates opportunity for natural disinfection
                                                                                                                                                                              • Convenience drives wipes; new products address light duty perception
                                                                                                                                                                                • All-purpose versus specialty
                                                                                                                                                                                  • Despite low share, store brand surface cleaners get credit for effectiveness
                                                                                                                                                                                    • Figure 70: Attitudes toward household surface cleaners, August 2012
                                                                                                                                                                                  • Younger housecleaners value convenience and eco-friendliness
                                                                                                                                                                                    • Figure 71: Attitudes toward household surface cleaners, by gender and age, August 2012
                                                                                                                                                                                • Impact of Race/Hispanic Origin

                                                                                                                                                                                  • Blacks and Hispanics more likely to use specialized surface cleaners
                                                                                                                                                                                    • Figure 72: Household usage of surface cleaners, by race/Hispanic origin, August 2012
                                                                                                                                                                                  • Blacks, Hispanics use all types of surface cleaners more frequently
                                                                                                                                                                                    • Figure 73: Frequency of use of household of surface cleaners, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                                  • Blacks, Hispanics place greater importance on health, fragrance
                                                                                                                                                                                    • Figure 74: Household surface cleaner attribute importance, by race/Hispanic origin, August 2012
                                                                                                                                                                                • Home Care Segmentation Analysis

                                                                                                                                                                                    • Figure 75: Home care segments, August 2012
                                                                                                                                                                                  • Easy Does Its
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Approach to home care
                                                                                                                                                                                        • Attitudes and behaviors concerning household surface cleaners
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Deep Cleaners
                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                • Approach to home care
                                                                                                                                                                                                  • Attitudes and behaviors concerning household surface cleaners
                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                      • Easy Greens
                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                          • Approach to home care
                                                                                                                                                                                                            • Attitudes and behaviors concerning household surface cleaners
                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                • Disengageds
                                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                                    • Approach to home care
                                                                                                                                                                                                                      • Attitudes and behaviors concerning household surface cleaners
                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                                                                                            • Figure 76: General household care attitudes—any agree, by home care segments, August 2012
                                                                                                                                                                                                                            • Figure 77: General household care attitudes—strongly agree, by home care segments, August 2012
                                                                                                                                                                                                                            • Figure 78: Responsibility for household cleaning, by home care segments, August 2012
                                                                                                                                                                                                                            • Figure 79: Household surface cleaner attribute importance, by home care segments, August 2012
                                                                                                                                                                                                                            • Figure 80: Household surface cleaner shopping behaviors, by home care segments, August 2012
                                                                                                                                                                                                                            • Figure 81: Changes in time spent cleaning, by home care segments, August 2012
                                                                                                                                                                                                                            • Figure 82: Frequency of household cleaning tasks, by home care segments, August 2012
                                                                                                                                                                                                                            • Figure 83: Household surface cleaner product practices, by home care segments, August 2012
                                                                                                                                                                                                                            • Figure 84: Attitudes toward household surface cleaners, by home care segments, August 2012
                                                                                                                                                                                                                          • Cluster demographic tables
                                                                                                                                                                                                                            • Figure 85: Home care segments, by demographic, August 2012
                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                            • Overview
                                                                                                                                                                                                                              • Women more likely to do cleaning, with or without kids
                                                                                                                                                                                                                                • Figure 86: Responsibility for household cleaning, by gender and presence of children in household, August 2012
                                                                                                                                                                                                                              • Both men and women with kids place importance on health-related benefits
                                                                                                                                                                                                                                • Figure 87: Household surface cleaner attribute importance, by gender and presence of children in household, August 2012
                                                                                                                                                                                                                              • Women still more engaged in surface cleaner shopping
                                                                                                                                                                                                                                • Figure 88: Household surface cleaner shopping behaviors, by gender and presence of children in household, August 2012
                                                                                                                                                                                                                              • Dads especially interested in eco-friendly surface cleaners
                                                                                                                                                                                                                                • Figure 89: Attitudes toward household surface cleaners, by gender and presence of children in household, August 2012
                                                                                                                                                                                                                            • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                • Overview of household cleaners
                                                                                                                                                                                                                                  • All-purpose cleaners/disinfectants
                                                                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                        • Figure 90: Brand map, selected brands of all-purpose cleaners/disinfectants buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                          • Figure 91: Key purchase measures for the top brands of all-purpose cleaners/disinfectants, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                        • Nonabrasive tub/tile cleaners
                                                                                                                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                              • Figure 92: Brand map, selected brands of nonabrasive tub/tile cleaners buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                • Figure 93: Key purchase measures for the top brands of nonabrasive tub/tile cleaners, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                              • Abrasive tub/tile cleaners
                                                                                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                    • Figure 94: Brand map, selected brands of abrasive tub/tile cleaners buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                      • Figure 95: Key purchase measures for the top brands of abrasive tub/tile cleaners, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                  • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                      • Figure 96: Responsibility for household cleaning, by presence of children in household, August 2012
                                                                                                                                                                                                                                                      • Figure 97: Frequency of use of household of surface cleaners, by age, April 2011-June 2012
                                                                                                                                                                                                                                                      • Figure 98: Frequency of use of household of surface cleaners, by household income, April 2011-June 2012
                                                                                                                                                                                                                                                      • Figure 99: Household surface cleaner attribute importance, by presence of children in household, August 2012
                                                                                                                                                                                                                                                      • Figure 100: Household surface cleaner shopping behaviors, by household income, August 2012
                                                                                                                                                                                                                                                      • Figure 101: Household surface cleaner shopping behaviors, by presence of children in household, August 2012
                                                                                                                                                                                                                                                      • Figure 102: Household surface cleaner shopping behaviors, by race/Hispanic origin, August 2012
                                                                                                                                                                                                                                                      • Figure 103: Changes in time spent cleaning, by presence of children in household, August 2012
                                                                                                                                                                                                                                                      • Figure 104: Changes in time spent cleaning, by household income, August 2012
                                                                                                                                                                                                                                                      • Figure 105: Frequency of household cleaning tasks, by household income, August 2012
                                                                                                                                                                                                                                                      • Figure 106: Frequency of household cleaning tasks, by presence of children in household, August 2012
                                                                                                                                                                                                                                                      • Figure 107: Household surface cleaner product practices, by race/Hispanic origin, August 2012
                                                                                                                                                                                                                                                      • Figure 108: Attitudes toward household surface cleaners, by household income, August 2012
                                                                                                                                                                                                                                                      • Figure 109: Attitudes toward household surface cleaners, by race/Hispanic origin, August 2012
                                                                                                                                                                                                                                                      • Figure 110: Attitudes toward household surface cleaners, by presence of children in household, August 2012
                                                                                                                                                                                                                                                      • Figure 111: Household surface cleaner product practices, by presence of children in household, August 2012
                                                                                                                                                                                                                                                      • Figure 112: General home care attitudes, August 2012
                                                                                                                                                                                                                                                      • Figure 113: General home care attitudes, by gender and age, August 2012
                                                                                                                                                                                                                                                      • Figure 114: General home care attitudes, by household income, August 2012
                                                                                                                                                                                                                                                      • Figure 115: General home care attitudes, by race/Hispanic origin, August 2012
                                                                                                                                                                                                                                                      • Figure 116: General home care attitudes, by presence of children in household, August 2012
                                                                                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                    • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                    • Clorox Company , The
                                                                                                                                                                                                                                                    • Colgate-Palmolive Company
                                                                                                                                                                                                                                                    • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                                                                                    • Reckitt Benckiser USA
                                                                                                                                                                                                                                                    • S.C. Johnson & Son, Inc.

                                                                                                                                                                                                                                                    Household Surface Cleaners - US - December 2012

                                                                                                                                                                                                                                                    £3,199.84 (Excl.Tax)