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Household Surface Cleaners - US - November 2013

“The importance consumers place on cleaning power and disinfection represents an opportunity for brands to help housecleaners achieve the best results in every room of the house and on every surface.”

– John Owen, Senior Household Analyst

This report looks at the following areas:

  • Driving sales through specialization
  • Wipes: Added value vs. added volume
  • Natural opportunities

The mature household surface cleaner market has remained resilient in spite of ever-present budget pressures, posting modest gains in recent years to an estimated $4.8 billion in 2013. Sales are expected to continue rising slowly in coming years. Consumers continue to devote time and energy to housecleaning and place importance on cleaning effectiveness and disinfection. Brands that can deliver these benefits with greater convenience and ease stand to gain.

For the purposes of this report, Mintel has used the following definitions:

  • All-purpose cleaner/disinfectant
  • Toilet/tub/tile cleaners (abrasive tub/tile cleaner, nonabrasive tub/tile cleaner, toilet bowl cleaner, lime/rust remover)
  • Specialized surface cleaners (drain cleaner, glass cleaner, spray disinfectant, oven/appliance cleaner, metal cleaner/polish)
  • Household cleaner cloths
  • Floor cleaners/wax removers
  • Furniture polish

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Slow growth overall, but opportunities for products that enable easy, effective cleaning
                          • Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2008-18
                        • Convenience and ease drive segment shifts
                          • Figure 2: Sales of household surface cleaners, by segment, 2011 and 2013
                        • Key players
                          • Figure 3: MULO share of household surface cleaners, by leading companies, 2012 and 2013
                        • The consumer
                          • Declining use of most labor-intensive cleaners reflects shift in habits
                            • Figure 4: Household usage of surface cleaners, 2008-13
                          • Cleaning power, disinfection are top priorities in product selection
                            • Figure 5: Importance of household surface cleaner attributes, August 2013
                          • Housecleaners opt for specialized cleaners over multipurpose products
                            • Figure 6: Household surface cleaner usage behaviors, August 2013
                          • Attitudes toward household surface cleaners
                            • Figure 7: Attitudes toward household surface cleaners, August 2013
                          • What we think
                          • Issues and Insights

                              • Driving sales through specialization
                                • The issues
                                  • The implications
                                    • Wipes: Added value vs added volume
                                      • The issues
                                        • The implications
                                          • Natural opportunities
                                            • The issues
                                              • The implications
                                              • Trend Applications

                                                  • Inspire Trend: Transumers
                                                    • Inspire Trend: Make it Mine
                                                      • Mintel Futures: Human
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Slow growth overall, but opportunities for products that enable easy, effective cleaning
                                                            • Sales and forecast of household surface cleaners
                                                              • Figure 8: Total US sales and forecast of household surface cleaners, at current prices, 2008-18
                                                              • Figure 9: Total US sales and forecast of household surface cleaners, at inflation-adjusted prices, 2008-18
                                                            • Fan chart forecast
                                                                • Figure 10: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2008-18
                                                            • Market Drivers

                                                              • Household income stabilizes but remains weak
                                                                • Figure 11: Median household income, in inflation-adjusted dollars, 2002-12
                                                              • Economizing mindset keeps sales growth in check
                                                                • Figure 12: Household surface cleaner shopping behaviors, by household income, August 2013
                                                              • Consumer confidence creeps up only to get knocked back down
                                                                • Figure 13: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
                                                              • Time spent on housework changed little between 2003 and 2012
                                                                • Gender gap in housework continues to narrow
                                                                  • Figure 14: Time spent daily on housework, minutes, 2003-12
                                                                • Number of households increases, but households with kids declines
                                                                  • Figure 15: Households, by presence of children, 2002-12
                                                                • Average household size edges down
                                                                  • Figure 16: Number of people in household, 2002-12
                                                                • Growing influence of Hispanic market
                                                                  • Figure 17: Households with own children, by race and Hispanic origin of householder, 2012
                                                                  • Figure 18: Population, by race and Hispanic origin, 2008-18
                                                              • Competitive Context

                                                                • Disposable wipes drive growth in private label share
                                                                  • In other segments, private label remains low
                                                                    • Figure 19: Private label share of household surface cleaners, by segment, 2009-13
                                                                    • Figure 20: Hard surface cleaner new product launches, branded vs private label, 2008-13
                                                                  • Growth stalls for eco-friendly brands
                                                                    • Walmart move may level the playing field
                                                                      • Figure 21: MULO sales of select eco-friendly household surface cleaners, 2009-13
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Convenience and ease drive segment shifts
                                                                        • Sales of household surface cleaners, by segment
                                                                          • Figure 22: Sales of household surface cleaners, segmented by type, 2011 and 2013
                                                                      • Segment Performance – Toilet/Tub/Tile Cleaners

                                                                        • Key points
                                                                          • Toilet/tub/tile cleaner sales slip
                                                                            • Figure 23: Total US sales and forecast of toilet/tub/tile cleaners, at current prices, 2008-18
                                                                            • Figure 24: MULO sales of toilet/tub/tile cleaners, by subsegments, 2009-13
                                                                        • Segment Performance – All-Purpose Cleaners

                                                                          • Key points
                                                                            • New products address variety of needs and preferences
                                                                              • Figure 25: Total US sales and forecast of all-purpose cleaners, at current prices, 2008-18
                                                                          • Segment Performance – Specialized Cleaners

                                                                            • Key points
                                                                              • Diverging sales trends among specialized subsegments
                                                                                  • Figure 26: Total US sales and forecast of specialized cleaners, at current prices, 2008-18
                                                                                  • Figure 27: MULO sales of specialized cleaners, by subsegments, 2009-13
                                                                              • Segment Performance – Cleaning Cloths/Wipes

                                                                                • Key points
                                                                                  • Interest in quick disinfection spreads, continues to drive wipes growth
                                                                                    • Figure 28: Total US sales and forecast of cleaning cloths/wipes, at current prices, 2008-18
                                                                                • Segment Performance – Floor Cleaners/Wax Removers

                                                                                  • Key points
                                                                                    • Fluctuating sales for Swiffer solutions stall segment sales growth
                                                                                      • Figure 29: Total US sales and forecast of floor cleaners/wax removers, at current prices, 2008-18
                                                                                  • Segment Performance – Furniture Polish

                                                                                    • Key points
                                                                                      • Declining household usage brings down sales
                                                                                        • Figure 30: Total US sales and forecast of furniture polish, at current prices, 2008-18
                                                                                    • Retail Channels

                                                                                      • Key points
                                                                                        • Price and value shopping favors “other” channels
                                                                                          • Beyond price, opportunities to play to channel strengths
                                                                                            • Sales of household surface cleaners, by channel
                                                                                              • Figure 31: Sales of household surface cleaners, by channel, 2011 and 2013
                                                                                              • Figure 32: Sales of household surface cleaners, by channel, 2008-13
                                                                                          • Leading Companies

                                                                                            • Key points
                                                                                              • Reckitt Benckiser gains on Clorox with Lysol Power & Free
                                                                                                • SC Johnson blurs segment lines
                                                                                                  • Manufacturer sales of market
                                                                                                    • Figure 33: MULO sales of household surface cleaners, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                • Brand Share – Toilet/Tub/Tile Cleaners

                                                                                                  • Key points
                                                                                                    • Power & Free boosts Lysol and Reckitt Benckiser sales and share
                                                                                                      • Manufacturer sales of toilet/tub/tile cleaners
                                                                                                        • Figure 34: MULO sales of toilet/tub/tile cleaners, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                    • Brand Share – All-Purpose Cleaners

                                                                                                      • Key points
                                                                                                        • Clorox and Pine-Sol slip but hold on to their lead
                                                                                                          • Lysol Power & Free helps lift Reckitt Benckiser to number two slot
                                                                                                            • SC Johnson gains by expanding the scope of its core brands
                                                                                                              • Manufacturer sales of all-purpose cleaners
                                                                                                                • Figure 35: MULO sales of all-purpose cleaners, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Brand Share – Specialized Cleaners

                                                                                                              • Key points
                                                                                                                • Specialized cleaners cover a variety of specialized needs
                                                                                                                  • Disinfectant spray
                                                                                                                    • Glass cleaners
                                                                                                                      • Drain cleaners
                                                                                                                        • Appliance cleaners
                                                                                                                          • Manufacturer sales of specialized cleaners
                                                                                                                            • Figure 36: MULO sales of specialized cleaners, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                        • Brand Share – Cleaning Cloths/Wipes

                                                                                                                          • Key points
                                                                                                                            • Market share shifts in growing disposable cleaning cloths/wipes segment
                                                                                                                              • Retailers take advantage of segment’s popularity
                                                                                                                                • Power & Free boosts Lysol share
                                                                                                                                  • Manufacturer sales of cleaning cloths/wipes
                                                                                                                                    • Figure 37: MULO sales of cleaning cloths/wipes, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                • Brand Share – Floor Cleaners/Wax Removers

                                                                                                                                  • Key points
                                                                                                                                    • Swiffer faces competition from all sides
                                                                                                                                      • Bona gains ground at the high end
                                                                                                                                        • Manufacturer sales of floor cleaner/wax removers
                                                                                                                                          • Figure 38: MULO sales of floor cleaner/wax removers, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                      • Brand Share – Furniture Polish

                                                                                                                                        • Key points
                                                                                                                                          • As segment shrinks, SC Johnson extends its lead
                                                                                                                                            • Manufacturer sales of furniture polish
                                                                                                                                              • Figure 39: MULO sales of furniture polish, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                          • Innovations and Innovators

                                                                                                                                            • New product activity concentrated among all-purpose cleaners
                                                                                                                                              • Figure 40: Household surface cleaner product launches, by product type, 2008-13
                                                                                                                                            • Eco-friendly claims most prominent
                                                                                                                                              • Figure 41: Household surface cleaner product launches, by claims, 2008-13
                                                                                                                                            • Convenience a key theme for packaging innovation
                                                                                                                                              • Fragrance variety continues to expand
                                                                                                                                                • Specialization drives new product development across segments
                                                                                                                                                  • Nano coatings reduce need for surface cleaning
                                                                                                                                                  • Marketing Strategies

                                                                                                                                                    • Lysol “Healthing” campaign
                                                                                                                                                      • Figure 42: Lysol “Healthing” TV ad, 2013
                                                                                                                                                    • Pledge refocuses on dusting
                                                                                                                                                      • Windex Touch-Up extends brand to new cleaning occasions
                                                                                                                                                        • Figure 43: Windex Touch-Up “New Way to Clean” TV ad, 2013
                                                                                                                                                      • Clorox wipes: easy disinfecting and humor
                                                                                                                                                        • Figure 44: Clorox wipes “Poker NIght” TV ad, 2013
                                                                                                                                                        • Figure 45: Clorox wipes “The Healer” TV ad, 2013
                                                                                                                                                    • Social Media

                                                                                                                                                      • Key points
                                                                                                                                                        • Key social media metrics
                                                                                                                                                          • Figure 46: Key performance indicators, October 2013
                                                                                                                                                        • Market overview
                                                                                                                                                          • Brand usage and awareness
                                                                                                                                                            • Figure 47: Brand usage and awareness of household surface cleaners, August 2013
                                                                                                                                                          • Interaction with brands
                                                                                                                                                            • Figure 48: Interaction with household surface cleaners, August 2013
                                                                                                                                                          • Online conversations
                                                                                                                                                            • Figure 49: Online mentions, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
                                                                                                                                                          • Where are people talking about household surface cleaners?
                                                                                                                                                            • Figure 50: Mentions, by page type, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
                                                                                                                                                          • What are people talking about online?
                                                                                                                                                            • Figure 51: Mentions, by type of conversation, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
                                                                                                                                                            • Figure 52: Major areas of discussion surrounding selected household surface cleaners, by page type, April 14, 2013-Oct. 13, 2013
                                                                                                                                                          • Brand analysis
                                                                                                                                                            • Lysol
                                                                                                                                                              • Figure 53: Lysol key social media indicators, October 2013
                                                                                                                                                            • Clorox
                                                                                                                                                              • Figure 54: Clorox key social media indicators, October 2013
                                                                                                                                                            • Windex
                                                                                                                                                              • Figure 55: Windex key social media indicators, October 2013
                                                                                                                                                            • Pine-Sol
                                                                                                                                                              • Figure 56: Pledge key social media indicators, October 2013
                                                                                                                                                            • Liquid-Plumr
                                                                                                                                                              • Figure 57: Liquid-Plumr key social media indicators, October 2013
                                                                                                                                                            • Scrubbing Bubbles
                                                                                                                                                              • Figure 58: Scrubbing Bubbles key social media indicators, October 2013
                                                                                                                                                          • Usage of Surface Cleaners

                                                                                                                                                            • Key points
                                                                                                                                                              • Household usage holds steady for most cleaning staples
                                                                                                                                                                • Declining use of most labor-intensive cleaners reflects shift in habits
                                                                                                                                                                  • Figure 59: Household usage of surface cleaners, 2008-13
                                                                                                                                                                • Young adults gravitate to quick cleanup products, but expect results
                                                                                                                                                                  • Figure 60: Household usage of surface cleaners, by age, May 2012 - June 2013
                                                                                                                                                                • For all surface cleaners, usage frequency increases with household size
                                                                                                                                                                  • Figure 61: Frequency of use of household surface cleaners, by household size, May 2012 -June 2013
                                                                                                                                                              • Responsibility for Cleaning and Purchasing Cleaning Products

                                                                                                                                                                • Women still more likely to clean and shop, but gender gap is narrowing
                                                                                                                                                                  • Figure 62: Responsibility for household cleaning and purchasing cleaning products, by gender and age, August 2013
                                                                                                                                                              • Surface Cleaner Attribute Importance

                                                                                                                                                                • Key points
                                                                                                                                                                  • Cleaning power, disinfection are top priorities, ahead of versatility and ease
                                                                                                                                                                    • Eco-friendliness falls further down the list
                                                                                                                                                                      • For key group, fragrance as important as ease of use, versatility
                                                                                                                                                                        • Figure 63: Importance of household surface cleaner attributes, by gender and age, August 2013
                                                                                                                                                                      • Shoppers from larger households keep family health in mind
                                                                                                                                                                        • Figure 64: Importance of household surface cleaner attributes, by household size, August 2013
                                                                                                                                                                    • Interest in Special Features

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Performance features most likely to command a premium
                                                                                                                                                                          • Figure 65: Interest in household surface cleaner special features, August 2013
                                                                                                                                                                        • Shoppers from larger households more likely to pay up for added features
                                                                                                                                                                          • Figure 66: Interest in household surface cleaner special features, willing to pay more, by household size, August 2013
                                                                                                                                                                      • Household Surface Cleaner Usage Behaviors

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Housecleaners opt for specialized cleaners over multipurpose products
                                                                                                                                                                            • Young adults seek advice, but not necessarily from cleaning brands
                                                                                                                                                                              • Figure 67: Household surface cleaner usage behaviors, by gender and age, August 2013
                                                                                                                                                                              • Figure 68: Household surface cleaner usage behaviors, by household size, August 2013
                                                                                                                                                                          • Attitudes toward Household Surface Cleaners

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Interest in disinfection remains a key theme in household cleaning
                                                                                                                                                                                • Targeted opportunities for natural cleaners
                                                                                                                                                                                  • Disposable wipes: Could light duty perception actually be a strength?
                                                                                                                                                                                    • Figure 69: Attitudes toward household surface cleaners, August 2013
                                                                                                                                                                                  • Young adults deeply engaged in housecleaning and household cleaners
                                                                                                                                                                                    • Figure 70: Attitudes toward household surface cleaners, any agree, by gender and age, August 2013
                                                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                                                  • Black, Hispanic consumers use all types of cleaners more frequently
                                                                                                                                                                                    • Figure 71: Frequency of use of household surface cleaners, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                                                  • Germ-killing, scent, and safety especially important in product selection
                                                                                                                                                                                    • Figure 72: Importance of household surface cleaner attributes, by race/Hispanic origin, August 2013
                                                                                                                                                                                  • Strong interest in added features among Black and Hispanic consumers
                                                                                                                                                                                    • Figure 73: Interest in household surface cleaner special features, by race/Hispanic origin, August 2013
                                                                                                                                                                                  • Interest in all-natural cleaners, but concern about price
                                                                                                                                                                                    • Figure 74: Attitudes toward household surface cleaners, any agree, by race/Hispanic origin, August 2013
                                                                                                                                                                                • Home Care Segmentation Analysis

                                                                                                                                                                                    • Figure 75: Home care segments, August 2013
                                                                                                                                                                                  • Holistic 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
                                                                                                                                                                                                                • Power Cleaners
                                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                                    • Approach to home care
                                                                                                                                                                                                                      • Attitudes and behaviors concerning household surface cleaners
                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                                                                                            • Figure 76: General home care attitudes, agree strongly, by target clusters, August 2013
                                                                                                                                                                                                                            • Figure 77: General home care attitudes, any agree, by target clusters, August 2013
                                                                                                                                                                                                                            • Figure 78: Responsibility for household cleaning and purchasing cleaning products, by target clusters, August 2013
                                                                                                                                                                                                                            • Figure 79: Importance of household surface cleaner attributes, by target clusters, August 2013
                                                                                                                                                                                                                            • Figure 80: Interest in household surface cleaner special features, willing to pay more, by target clusters, August 2013
                                                                                                                                                                                                                            • Figure 81: Household surface cleaner shopping behaviors, by target clusters, August 2013
                                                                                                                                                                                                                            • Figure 82: Household surface cleaner usage behaviors, by target clusters, August 2013
                                                                                                                                                                                                                            • Figure 83: Attitudes toward household surface cleaners, any agree, by target clusters, August 2013
                                                                                                                                                                                                                          • Cluster demographic tables
                                                                                                                                                                                                                            • Figure 84: Target clusters, by demographic, August 2013
                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                          • IRI/Builders – Key Household Purchase Measures

                                                                                                                                                                                                                              • Overview of household cleaners
                                                                                                                                                                                                                                • All-Purpose Cleaner/Disinfectants
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 85: Brand map, selected brands of all-purpose cleaner/disinfectants buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 86: Key purchase measures for the top brands of all-purpose cleaner/disinfectants, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                      • Nonabrasive Tub/Tile Cleaners
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                            • Figure 87: 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 88: 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 89: 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 90: 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

                                                                                                                                                                                                                                                  • Frequency of use of household surface cleaners
                                                                                                                                                                                                                                                    • Figure 91: Frequency of use of household surface cleaners, by household size, May 2012 - June 2013
                                                                                                                                                                                                                                                    • Figure 92: Frequency of use of household surface cleaners, by race/Hispanic origin, May 2012 - June 2013
                                                                                                                                                                                                                                                  • General home care attitudes
                                                                                                                                                                                                                                                    • Figure 93: General home care attitudes, August 2013
                                                                                                                                                                                                                                                  • General home care attitudes, agree strongly
                                                                                                                                                                                                                                                    • Figure 94: General home care attitudes, agree strongly, by gender and age, August 2013
                                                                                                                                                                                                                                                    • Figure 95: General home care attitudes, agree strongly, by household income, August 2013
                                                                                                                                                                                                                                                    • Figure 96: General home care attitudes, agree strongly, by race/Hispanic origin, August 2013
                                                                                                                                                                                                                                                    • Figure 97: General home care attitudes, agree strongly, by household size, August 2013
                                                                                                                                                                                                                                                  • General home care attitudes, any agree
                                                                                                                                                                                                                                                    • Figure 98: General home care attitudes, any agree, by gender and age, August 2013
                                                                                                                                                                                                                                                    • Figure 99: General home care attitudes, any agree, by household income, August 2013
                                                                                                                                                                                                                                                    • Figure 100: General home care attitudes, any agree, by race/Hispanic origin, August 2013
                                                                                                                                                                                                                                                    • Figure 101: General home care attitudes, any agree, by household size, August 2013
                                                                                                                                                                                                                                                  • Household usage of surface cleaners
                                                                                                                                                                                                                                                    • Figure 102: Household usage of surface cleaners, by household income, May 2012 - June 2013
                                                                                                                                                                                                                                                    • Figure 103: Household usage of surface cleaners, by household size, May 2012-June 2013
                                                                                                                                                                                                                                                  • Importance of household surface cleaner attributes
                                                                                                                                                                                                                                                    • Figure 104: Importance of household surface cleaner attributes, by household income, August 2013
                                                                                                                                                                                                                                                  • Interest in household surface cleaner special features
                                                                                                                                                                                                                                                    • Figure 105: Interest in household surface cleaner special features, willing to pay more, by gender and age, August 2013
                                                                                                                                                                                                                                                  • Household surface cleaner usage behaviors
                                                                                                                                                                                                                                                    • Figure 106: Household surface cleaner usage behaviors, by household income, August 2013
                                                                                                                                                                                                                                                  • Attitudes toward household surface cleaners
                                                                                                                                                                                                                                                    • Figure 107: Attitudes toward household surface cleaners, any agree, by household income, August 2013
                                                                                                                                                                                                                                                    • Figure 108: Attitudes toward household surface cleaners, any agree, by household size, August 2013
                                                                                                                                                                                                                                                • Appendix – Social Media

                                                                                                                                                                                                                                                  • Brand usage or awareness
                                                                                                                                                                                                                                                    • Figure 109: Brand usage or awareness, August 2013
                                                                                                                                                                                                                                                    • Figure 110: Clorox usage or awareness, by demographics, August 2013
                                                                                                                                                                                                                                                    • Figure 111: Lysol usage or awareness, by demographics, August 2013
                                                                                                                                                                                                                                                    • Figure 112: Windex usage or awareness, by demographics, August 2013
                                                                                                                                                                                                                                                    • Figure 113: Scrubbing bubbles usage or awareness, by demographics, August 2013
                                                                                                                                                                                                                                                    • Figure 114: Pine-Sol usage or awareness, by demographics, August 2013
                                                                                                                                                                                                                                                    • Figure 115: Liquid-Plumr usage or awareness, by demographics, August 2013
                                                                                                                                                                                                                                                  • Activities done
                                                                                                                                                                                                                                                    • Figure 116: Activities done, August 2013
                                                                                                                                                                                                                                                    • Figure 117: Clorox – Activities done, by demographics, August 2013
                                                                                                                                                                                                                                                    • Figure 118: Lysol – Activities done, by demographics, August 2013
                                                                                                                                                                                                                                                    • Figure 119: Windex – Activities done, by demographics, August 2013
                                                                                                                                                                                                                                                    • Figure 120: Scrubbing bubbles – Activities done, by demographics, August 2013
                                                                                                                                                                                                                                                    • Figure 121: Pine-Sol – Activities done, by demographics, August 2013
                                                                                                                                                                                                                                                    • Figure 122: Liquid-Plumr – Activities done, by demographics, August 2013
                                                                                                                                                                                                                                                  • Online conversations
                                                                                                                                                                                                                                                    • Figure 123: Online mentions, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
                                                                                                                                                                                                                                                    • Figure 124: Mentions, by page type, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
                                                                                                                                                                                                                                                    • Figure 125: Mentions, by type of conversation, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
                                                                                                                                                                                                                                                    • Figure 126: Major areas of discussion surrounding selected household surface cleaners, by page type, April 14, 2013-Oct. 13, 2013
                                                                                                                                                                                                                                                • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                                                                    • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                                                                                      Household Surface Cleaners - US - November 2013

                                                                                                                                                                                                                                                      £3,277.28 (Excl.Tax)