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Cleaning the House - US - June 2018

"Most adults get involved in housecleaning on some level due to the functional need to clean. However, changes in household trends, such as the rise in pet ownership and decline of households with children, can impact how consumers clean their home. Although traditional gender roles for housecleaning are shifting, women are still more likely than men to take sole responsibility for housecleaning and shopping for cleaning products, making them a prime target."
- Olivia Guinaugh, Home & Personal Care Analyst

This Report looks at the following areas:

  • Natural and eco-friendly claims play a role in cleaning 
  • Shoppers are convenience-driven but become more routine-driven with age
  • Changes in household trends impacts housecleaning needs 
  • Scented features are key 
  • Emotional drivers motivate adults to clean, particularly women
  • Rise in pet ownership can impact cleaning market

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market themes
          • Natural and eco-friendly claims play a role in cleaning
            • Figure 1: Attitudes and behaviors toward natural ingredients and product safety, March 2018
          • Shoppers are convenience-driven but become more routine-driven with age
            • Figure 2: Select shopping behaviors, by age, March 2018
          • Changes in household trends impacts housecleaning needs
            • Figure 3: Households, by presence of own children, by households with children, 2007-17
          • Scented features are key
            • Figure 4: Attitudes and behaviors toward scent, March 2018
          • Emotional drivers motivate adults to clean, particularly women
            • Figure 5: Select housecleaning motivators, by gender, March 2018
          • Rise in pet ownership can impact cleaning market
            • Figure 6: Number of pet-owning households, 2006-16
          • What it means
          • The Market – What You Need to Know

            • Robotic cleaning tools can change the dynamics of housecleaning
              • Population trends impact category, economic trends encourage market
              • Market Perspective

                • Robotic cleaning tools can change the dynamics of housecleaning
                • Market Factors

                  • Households with children continue to decline, which could challenge market
                    • Figure 7: Households, by presence of related children, 2007-17
                  • Population trends among Hispanics could benefit market
                    • Figure 8: Hispanic population by age, 2013-23
                  • Rise in pet ownership can impact housecleaning trends
                    • Figure 9: Number of pet-owning households, 2006-16
                • Key Players – What You Need to Know

                  • Scented features, natural brands, and convenience drive consumer interest
                    • All-purpose cleaners cannibalize sales of specialized products
                      • Probiotic cleaners are on the rise
                      • What’s In?

                        • Housecleaning is an experience for the senses
                          • Natural brands challenge mainstream players
                            • Disposable wipes benefit from being convenient and easy to use
                            • What’s Out?

                              • All-purpose cleaners cannibalize specialized items
                                • Figure 10: MULO sales of select Pledge products, 2015, rolling 52 weeks 2016 and 2017
                            • What’s Next?

                              • Probiotic cleaners on the rise
                              • The Consumer – What You Need to Know

                                • Nearly all adults participate in cleaning and shopping responsibilities
                                  • Frequent germ exposure and visual cues lead to frequent clean-ups
                                    • Toilet cleaning and labor-intensive chores are disliked the most
                                      • Health and scent are key motivators for housecleaning
                                        • Scent takes center stage in housecleaning
                                          • Shoppers are motivated by convenience
                                          • Responsibility for Housecleaning and Shopping for Cleaning Products

                                            • Nearly all adults participate in cleaning and shopping responsibilities
                                              • Figure 11: Responsibility for housecleaning and shopping for cleaning products, March 2018
                                            • Gender roles are shifting, though women still do more
                                              • Figure 12: Responsibility for housecleaning, by age and gender, March 2018
                                              • Figure 13: Responsibility for shopping for household cleaning products, by age and gender, March 2018
                                            • Responsibilities vary among different household sizes
                                              • Figure 14: Responsibility for housecleaning, by number of people in household, March 2018
                                              • Figure 15: Responsibility for shopping for household cleaning products, by number of people in household, March 2018
                                            • Black and Hispanic adults take primary responsibility for cleaning
                                              • Figure 16: Responsibility for housecleaning, by race and Hispanic origin, March 2018
                                              • Figure 17: Responsibility of shopping for household cleaning products, by race and Hispanic origin, March 2018
                                          • Housecleaning Frequency

                                            • Frequent germ exposure and visual cues lead to frequent clean-ups
                                              • Figure 18: Frequency of housecleaning chores, March 2018
                                            • Younger adults frequently clean a variety of surfaces
                                              • Figure 19: Frequency of select housecleaning chores, by frequently clean (net), by age, March 2018
                                            • Larger households have more messes to frequently clean
                                              • Figure 20: Frequency of select housecleaning chores, by frequently clean (net), by number of people in household, March 2018
                                            • Hispanics frequently clean their homes
                                              • Figure 21: Frequency of select housecleaning chores, by frequently clean (net), by Hispanic origin, March 2018
                                          • Disliked Housecleaning Chores

                                            • Toilet cleaning and labor-intensive chores are disliked the most
                                                • Figure 22: Disliked housecleaning chores, March 2018
                                              • Different life stages dictate disliked chores
                                                • Figure 23: Select disliked housecleaning chores, any rank, by age, March 2018
                                              • Kitchen cleaning is disliked by Hispanics
                                                • Figure 24: Dislike toward kitchen cleaning, any rank, by race and Hispanic origin, March 2018
                                            • Motivations to Clean

                                              • Health and scent are key motivators for housecleaning
                                                • Figure 25: Housecleaning motivators, March 2018
                                              • Women are motivated to clean for a variety of reasons
                                                • Figure 26: Select housecleaning motivators, by gender, March 2018
                                              • Motivations differ between age groups
                                                • Figure 27: Select housecleaning motivators, by age, March 2018
                                              • Scent motivates Black adults, while an unclean home stresses Hispanics
                                                • Figure 28: Select housecleaning motivators, by race and Hispanic origin, March 2018
                                            • Attitudes and Behaviors toward Housecleaning

                                              • Scent takes center stage in housecleaning
                                                • Figure 29: Attitudes and behaviors toward housecleaning, March 2018
                                              • Younger adults are highly involved in housecleaning
                                                • Figure 30: Select attitudes and behaviors toward housecleaning, by age, March 2018
                                              • Income plays a role in housecleaning habits
                                                • Figure 31: Select attitudes and behaviors toward housecleaning, by household income, March 2018
                                              • Scent is essential for Black adults; Hispanics trust natural ingredients
                                                • Figure 32: Select attitudes and behaviors toward housecleaning, by race and Hispanic origin, March 2018
                                            • Shopping Behaviors

                                              • Shoppers are motivated by convenience
                                                • Natural and eco-friendly claims play a role in the category
                                                  • Figure 33: Shopping behaviors, March 2018
                                                • Men and women report similar shopping behaviors
                                                  • Figure 34: Select shopping behaviors, by gender, March 2018
                                                • Younger shoppers seek natural and environmentally friendly claims
                                                  • Figure 35: Select shopping behaviors, by age, March 2018
                                                • Black and Hispanic adults are willing to pay for scent
                                                  • Figure 36: Select shopping behaviors, by race and Hispanic origin, March 2018
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Consumer survey data
                                                    • Abbreviations and terms
                                                      • Abbreviations

                                                      Cleaning the House - US - June 2018

                                                      US $4,395.00 (Excl.Tax)