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Cleaning in and Around the Home - UK - December 2018

“Brands in the cleaning market have to react to changes in the structure of households in the UK – more older consumers, more people living alone, more people living with less space, and hence less need to clean. Adapting to that will be challenging, but there are positive signs too, such as a growing recognition of the role cleaning can play in improving mental health.”

This report will look at the following areas:

- Hera Crossan, Research Analyst

  • Societal changes affect cleaning landscape
  • Can household cleaning improve mental health?
  • The rise of the social media cleaning influencer

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Table of contents

  1. Overview

    • What you need to know
      • Report scope
      • Executive Summary

          • The market
            • Brands must react to ageing population
              • Smaller households to see growth
                • Rising employment could affect cleaning market
                  • Financial situations worsen
                    • The rise of cleaning influencers
                      • Increased awareness around indoor pollution
                        • The consumer
                          • Houses lead, but flats may rise
                            • Figure 1: Structure of the home, August 2018
                          • Potential for growth in cleaning of small outdoor spaces
                            • Figure 2: Outdoor space ownership, August 2018
                          • Women lead for domestic cleaning
                            • Figure 3: Home cleaning responsibility, by gender, August 2018
                            • Figure 4: Outdoor space cleaning responsibility, by gender, August 2018
                          • A weekly clean is favoured
                            • Figure 5: Frequency of cleaning, August 2018
                          • Scent a key driver for cleaning
                            • Cleaning for mental health
                              • Figure 6: Motivations for cleaning, August 2018
                            • Use of professional cleaners still limited
                              • Figure 7: Professional cleaning service usage, by age, August 2018
                            • Cost and preference for self-cleaning are major barriers for professional cleaning
                              • Figure 8: Barriers to using professional cleaning services, August 2018
                            • Perception is reality in cleaning
                              • Figure 9: Attitudes towards cleaning in and around the home, August 2018
                            • What we think
                            • Issues and Insights

                              • Societal changes affect cleaning landscape
                                • The facts
                                  • The implications
                                    • Can household cleaning improve mental health?
                                      • The facts
                                        • The implications
                                          • The rise of the social media cleaning influencer
                                            • The facts
                                              • The implications
                                              • The Market – What You Need to Know

                                                • Brands must react to ageing population
                                                  • Smaller households to see growth
                                                    • Rising employment could affect cleaning market
                                                      • Financial situations worsen
                                                        • The rise of cleaning influencers
                                                          • Increased awareness around indoor pollution
                                                          • Market Drivers

                                                            • Brands must react to ageing population
                                                              • Figure 10: Trends in the age structure of the UK population, 2013-23
                                                              • Figure 11: Grimebuster Pro, November 2018
                                                            • Older population offers opportunities for outdoor cleaning
                                                              • Children drive need for cleaning
                                                                • Smaller households to see growth
                                                                  • Figure 12: UK households, by size, 2013-23
                                                                • Rising employment could affect cleaning market
                                                                    • Figure 13: Employment and unemployment, by gender, 2013-23
                                                                  • Financial situations worsen
                                                                    • Figure 14: Trends in current financial situation compared to a year ago, July 2011-October 2018
                                                                  • Preparation for hotter summers could give brands an edge
                                                                    • The rise of cleaning influencers
                                                                      • Figure 15: Mrs Hinch on This Morning, September 2018
                                                                    • Increased awareness around indoor pollution
                                                                      • Figure 16: Velux The Indoor Generation campaign, 2018
                                                                  • The Consumer – What You Need to Know

                                                                    • Houses lead, but flats may rise
                                                                      • Potential for growth in cleaning of small outdoor spaces
                                                                        • Women lead for domestic cleaning
                                                                          • A weekly clean is favoured
                                                                            • Scent a key driver for cleaning
                                                                              • Cleaning for mental health
                                                                                • Cost and preference for self-cleaning are major barriers for professional cleaning
                                                                                  • Cleaning: perception is reality?
                                                                                  • Structure of the Home

                                                                                    • Houses lead, but flats may rise
                                                                                      • Figure 17: Structure of the home, August 2018
                                                                                    • Potential for growth in cleaning of small outdoor spaces
                                                                                      • Figure 18: Outdoor space ownership, August 2018
                                                                                  • Cleaning Responsibility

                                                                                    • Women lead for domestic cleaning
                                                                                      • Figure 19: Home cleaning responsibility, by gender, August 2018
                                                                                    • Outdoor cleaning still a male pursuit
                                                                                      • Figure 20: Outdoor space cleaning responsibility, by gender, August 2018
                                                                                    • Children have low exposure to cleaning
                                                                                      • 16-24s need to be engaged
                                                                                      • Frequency of Cleaning

                                                                                        • A weekly clean is favoured
                                                                                            • Figure 21: Frequency of cleaning, August 2018
                                                                                          • Outside areas cleaned less frequently
                                                                                          • Motivations for Cleaning

                                                                                            • Scent a key driver for cleaning
                                                                                              • Figure 22: Motivations for cleaning, August 2018
                                                                                              • Figure 23: Examples of synthetic fragrance-free hard surface care products, 2017-18
                                                                                            • Cleaning for mental health
                                                                                            • Professional Cleaning Service Usage

                                                                                              • Use of professional cleaners still limited
                                                                                                  • Figure 24: Professional cleaning service usage, by age, August 2018
                                                                                                • Cost and preference for self-cleaning are major barriers for professional cleaning
                                                                                                  • Figure 25: Barriers to using professional cleaning services, August 2018
                                                                                              • Attitudes towards Cleaning in and around the Home

                                                                                                • Cleaning: perception is reality?
                                                                                                  • Figure 26: Attitudes towards cleaning in and around the home, August 2018
                                                                                                • Consumers positive on innovative tools
                                                                                                    • Figure 27: Sonic Scrubbers, 2018
                                                                                                  • Women place greater importance on deep cleaning
                                                                                                    • Nearly half stressed by cleaning
                                                                                                      • Majority back the cleaning effectiveness of ‘kitchen cupboard’ ingredients
                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Abbreviations
                                                                                                            • Consumer research methodology

                                                                                                            Cleaning in and Around the Home - UK - December 2018

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