“In promoting cleaning products to families, campaigns most likely to appeal are those focused on making the most disliked tasks less of a chore and those reassuring parents that products can help to safeguard the family home in terms of being safe to use around children and maintaining hygiene.”
Richard Caines, Senior Household Care Analyst
This report covers the following issues:
- Making the most disliked cleaning tasks less of a chore
- Product categories that should increase their focus on families
- Implications of health and hygiene concerns for the market
Numbering nearly 8 million households, families with dependent children are a key group for household cleaning brands and retailers to target, particularly given that they do a whole range of cleaning jobs more frequently than other households and, as a result, will be heavier users of cleaning products. Focusing on the development of products that make cleaning tasks easier and addressing concerns about health and hygiene will be important for future success in the market.
Easier-to-use products that cut down on the amount of time it takes to do the most disliked cleaning jobs such as cleaning the oven, toilet cleaning, cleaning out bins and window cleaning can help to add value to the market by encouraging the completion of these tasks more frequently. They could also help to address the gender imbalance in household cleaning responsibilities through featuring different members of the family using newer, more convenient products in marketing communications.
The health and hygiene aspects of cleaning need to be given greater consideration in terms of alleviating the greater concerns of parents about germs but also their fears about the potential impact of products containing strong chemicals on all members of the family, especially children and pets. Concerns about chemical ingredients in cleaning products are a threat to future sales if families start to limit their usage, so family-friendly products will be a focus for innovation.
Families with dependent children are the most important group to target for household cleaning brands as they tend to be larger households and, due to the presence of children, have more cleaning to do. They are therefore more likely to use up cleaning products quickly, so are more frequent shoppers for these products. Their busy lifestyles also give convenient solutions added appeal.
Added to this, parents, especially those with younger children, have more concerns relating to health and hygiene issues and need to be reassured that the products they are using are the best for safeguarding the health of them and their family. This means companies face a challenge in striking a balance between offering powerful and effective cleaners and products that are family-friendly.
This report looks at how frequently different cleaning tasks take place in families, who takes responsibility for various cleaning jobs, which cleaning tasks families dislike doing the most, attitudes towards health and hygiene in the family home and shopping behaviour. It also compares responses between families and other groups to highlight key differences in behaviour and attitudes.