2020
8
Canada Cleaning the House Market Report 2020
2020-08-27T13:55:11+01:00
OX987672
3695
122558
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Report
en_GB
“COVID-19 has placed a spotlight on the importance of hygiene and household cleaning, elevating the significance of cleaning products. Cleaning products now offer an element of control and some peace…

Canada Cleaning the House Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Cleaning the House: Incl Impact of COVID-19 – Canada market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Canadians are looking to streamline and speed up their typical cleaning routines with products that they consider safe for their families and the environment. COVID-19 has elevated the status of cleaning products by placing a greater emphasis on disinfection. As a result, consumer behaviours have shifted towards more frequent cleaning and sanitizing, while the link between home hygiene and health has received greater prominence. As concerns around COVID-19 subside, consumers will continue to prioritize health and safety elements of their cleaning products, and will seek value in the brands they select.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.

What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
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  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

Written by Meghan Ross, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has placed a spotlight on the importance of hygiene and household cleaning, elevating the significance of cleaning products. Cleaning products now offer an element of control and some peace of mind in an ever-changing, unpredictable situation. The shifts in cleaning priorities made by consumers to fight this pandemic are expected to remain long term as the importance of sanitation and cleanliness lingers in the minds of Canadians Meghan Ross
Senior Household Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • The Insights
              • COVID-19 has placed a spotlight on cleaning the home
                • Figure 1: Purchase factors, April 2020
                • Figure 2: Impact of COVID-19 on cleaning routine frequency, April 2020
              • The gender gap is shrinking thanks to younger Canadians
                • Figure 3: Share of cleaning responsibilities, by age and gender, April 2020
              • Time commitment is a significant barrier to cleaning
                • Scent is a strong motivator
                  • The Opportunities
                    • Natural products are poised for growth
                      • Figure 4: “Natural cleaning products are just as effective as traditional chemical cleaners” (% any agree), by age, April 2020
                    • Environmentally friendly brands are now mainstream
                      • Canadians are considering the environmental impact of their cleaning product purchases
                        • Figure 5: Environmental purchase factors (select), April 2020
                      • What it means
                      • The Impact of COVID-19 on Household Cleaners

                        • Summary
                          • Figure 6: Short-, medium- and longer-term impact of COVID-19 on household cleaners, May 2020
                        • Opportunities and Threats
                          • Availability issues created opportunities for smaller market players and DIY recipes
                              • Figure 7: Clorox Instagram post, April 2020
                            • Brands should be positioned as helpers
                              • Figure 8: BlogTO Instagram Post, March 2020
                            • Probiotics will be in a strong position in the coming months
                              • Impact on the household cleaner market
                                • A renewed focus on disinfecting and associated panic buying caused a sales jump
                                  • How the COVID-19 crisis will affect the household cleaner market’s key consumer segments
                                    • Cleaning frequency has changed among some groups as a result of COVID-19
                                      • Figure 9: Impact of COVID-19 on cleaning routine frequency, by age, April 2020
                                      • Figure 10: Introducing Swiffer Dusters Super Extender!, January 2019
                                    • Cleaning routines have been disrupted for parents
                                      • How a COVID-19 recession will reshape the household cleaner industry
                                        • Unemployment will create a renewed focus on value
                                          • Figure 11: Mr. Clean Magic Eraser Extra Durable (Canada), September 2019
                                          • Figure 12: Mr. Clean Magic Eraser Sheets (Canada), May 2019
                                        • COVID-19: Canadian context
                                        • The Market – What You Need to Know

                                          • COVID-19 has brought sanitation needs to the forefront of cleaning
                                            • Housing trends will create diverse cleaning needs
                                              • One-person households are increasing, reducing the amount of mess
                                                • Canada’s ageing population will struggle with physical limitations
                                                  • Healthier lifestyle aspirations are impacting product choices
                                                  • Market Factors

                                                    • Housing trends will create diverse cleaning needs
                                                      • One-person households are increasing, reducing the amount of mess
                                                        • Figure 13: Proportion of Canadians living alone, by age, 1981 vs 2016
                                                      • Canada’s ageing population will struggle with physical limitations
                                                        • Figure 14: Population aged 0-14 and 65+, 1995-2035*
                                                        • Figure 15: Yanko Design, January 2020
                                                      • Consumers are demanding healthier, more natural products
                                                        • Figure 16: P&G SmartLabel, November 2018
                                                    • Key Players – What You Need to Know

                                                      • Sustainable products are no longer niche
                                                        • Brands are working to reduce the impact of plastic packaging…
                                                          • …and incorporate natural and plant-based ingredients
                                                            • Private-label and DIY products will cut into brand-name product sales
                                                              • Convenient and time-saving products are gaining importance
                                                              • What’s Working?

                                                                • Sustainable products are no longer niche
                                                                  • Brands are working to reduce the impact of plastic packaging…
                                                                    • Figure 17: Tru Earth Instagram post, May 2020
                                                                    • Figure 18: Blueland TV advertisement YouTube video, January 2020
                                                                    • Figure 19: Environmental purchase factors (select), April 2020
                                                                    • Figure 20: Etee Instagram post, March 2020
                                                                  • …and incorporate natural and plant-based ingredients
                                                                    • Figure 21: “Natural cleaning products are just as effective as traditional chemical cleaners” (% any agree), by age, April 2020
                                                                    • Figure 22: Eco-Max tea tree disinfecting toilet bowl cleaner (Canada), December 2019
                                                                    • Figure 23: Jayeonpong Safe Dishwashing Liquid with Germinated Brown Rice (South Korea), May 2020
                                                                    • Figure 24: NBD. Yuzu & Orange Flower Multi-Purpose Cleaner (US), June 2020
                                                                • What’s Struggling?

                                                                  • Private-label and DIY products may cut into brand-name product sales
                                                                    • Name-brand products will need to highlight their point of differentiation
                                                                      • Figure 25: Great Value Automatic Toilet Bowl Cleaner (US), April 2020
                                                                      • Figure 26: Lysol Continuous Action Toilet Bowl Cleaner Tablet (Canada), September 2019
                                                                      • Figure 27: Lysol Brand New Day Mango & Hibiscus Scented Automatic Toilet Cleaner (US), August 2019
                                                                    • Consumer interest in making cleaning recipes at home is a threat to cleaning product brands
                                                                      • Figure 28: 7 DIY CLEANERS | My Favorite Natural Cleaning Products!, June 2018
                                                                  • What’s Next?

                                                                    • Technological innovations are reducing the need for traditional ingredients
                                                                      • Figure 29: Indiegogo_silveray3_video v1, March 2020
                                                                      • Figure 30: Learn How to Make Hypochlorous Acid Disinfectant at Home, February 2020
                                                                    • Convenient and time-saving products are gaining importance
                                                                      • Figure 31: Shine Bathroom: Automate Toilet Cleaning & Maintenance w/ Subtitles, October 2019
                                                                      • Figure 32: ReWear Dry Wash Spray (US), June 2020
                                                                  • The Consumer – What You Need to Know

                                                                    • Cleaning responsibilities are not shared equally
                                                                      • Sanitizing ability and scent are key features for Canadian cleaning products
                                                                        • The time required to clean is the biggest barrier to cleaning
                                                                          • Multi-surface products have wide appeal
                                                                            • Natural ingredients and cleaners have broad appeal, particularly among parents and younger Canadians
                                                                            • Cleaning Task Responsibilities

                                                                              • Gender role inequalities persist in cleaning responsibilities
                                                                                • Figure 33: Share of cleaning responsibilities, by gender, April 2020
                                                                                • Figure 34: Share of cleaning product shopping responsibility, by gender, April 2020
                                                                              • Traditional gender roles persist among older Canadians
                                                                                • Figure 35: Share of cleaning responsibilities, by age and gender, April 2020
                                                                                • Figure 36: Share of cleaning product shopping responsibility, by age and gender, April 2020
                                                                              • Moms feel like they are carrying the cleaning burden alone
                                                                                • Figure 37: Share of cleaning responsibilities, by parental status, April 2020
                                                                                • Figure 38: Share of cleaning responsibilities, moms vs dads, April 2020
                                                                                • Figure 39: Share of cleaning product shopping responsibility, moms vs dads, April 2020
                                                                              • Cleaning tasks are more likely to be shared among higher-income households
                                                                                • Figure 40: Share of cleaning responsibilities, by household income, April 2020
                                                                            • Cleaning Motivators

                                                                              • Sanitizing germs is the biggest motivator
                                                                                  • Figure 41: Cleaning motivators, April 2020
                                                                                • Social pressures drive Canadians to clean
                                                                                  • Scent is a very strong stimulus to clean
                                                                                    • Figure 42: Swiffer Heavy Duty Pet Dry Sweeping Cloths with Febreze Odor Defense (US), May 2020
                                                                                    • Figure 43: Febreze Carpet Cleaning Formula with Oxy Action and Original Grain Scent (US), May 2020
                                                                                    • Figure 44: Method All-Purpose cleaner Variety pack (US), May 2020
                                                                                  • Some Canadians clean as a form of leisure
                                                                                    • Figure 45: Cleaning motivator: “I enjoy cleaning”, by age, April 2020
                                                                                    • Figure 46: Namastay Organized Instagram post, May 2020
                                                                                    • Figure 47: Cleaning motivator: “Having extra time”, by age, April 2020
                                                                                • Cleaning Barriers

                                                                                  • Time required to clean is the biggest barrier to cleaning
                                                                                    • Figure 48: Barriers to more frequent cleaning, April 2020
                                                                                  • Men and women share most barriers to cleaning, with time being a glaring exception
                                                                                    • Figure 49: Barriers to more frequent cleaning, by gender, April 2020
                                                                                  • Younger Canadians are limited by time, while older Canadians perceive fewer barriers to cleaning
                                                                                    • Figure 50: Barriers to more frequent cleaning, by age, April 2020
                                                                                  • Time is a larger barrier for Chinese Canadians
                                                                                    • Figure 51: “Cleaning is too time-consuming to clean more frequently”, Chinese Canadians* vs overall, April 2020
                                                                                  • Busy parents are struggling to find time to clean
                                                                                    • Figure 52: “Cleaning is too time-consuming to clean more frequently”, by age of children, April 2020
                                                                                  • Ingredient concerns are a barrier for frequent cleaning
                                                                                      • Figure 53: Ever Spring Free & Clear Fabric Softener (US), June 2020
                                                                                    • Bacteria overkill is not a significant concern – especially in the midst of COVID-19
                                                                                        • Figure 54: Aunt Fannie’s Microcosmic Soft Mint Probiotic Power Cleaning Wipes (US), March 2020
                                                                                    • Purchase Factors

                                                                                      • Sanitizing ability and scent are key features for Canadian cleaning products
                                                                                        • Figure 55: Purchase factors, April 2020
                                                                                        • Figure 56: Purchase factors, by gender, April 2020
                                                                                        • Figure 57: Purchase factor – scent, by region, April 2020
                                                                                      • Natural ingredients and cleaners have broad appeal, particularly among parents and younger Canadians
                                                                                        • Figure 58: Purchase factors (select), by parental status, April 2020
                                                                                        • Figure 59: Agreement with “I prefer to use natural cleaning products”, by age, April 2020
                                                                                      • Germ-fighting formulations have the greatest reach
                                                                                        • Figure 60: TURF analysis – preferred cleaning product attributes, April 2020
                                                                                    • Attitudes towards Cleaning

                                                                                      • Waiting until a home is messy is linked to feelings that cleaning is too time-consuming
                                                                                        • Figure 61: World’s First Self-Cleaning Hoodie for the homeless | Unhoused.org, November 2019
                                                                                        • Figure 62: Microban citrus scent 24 hour disinfectant bathroom cleaner (Canada), May 2020
                                                                                      • Multi-surface products have wide appeal
                                                                                        • Innovations could reduce hygiene concerns linked to reusable cleaning tools
                                                                                          • Figure 63: Better Sponge Commercial As Seen On TV, October 2017
                                                                                      • Cleaner Consumer Segmentation

                                                                                        • Canadians vary considerably in how they perceive housecleaning chores
                                                                                            • Figure 64: Cleaner consumer segments, April 2020
                                                                                          • Casual Cleaners (18%)
                                                                                            • Who are they?
                                                                                              • How to reach them?
                                                                                                • Environmental Apathetics (19%)
                                                                                                  • Who are they?
                                                                                                    • How to reach them?
                                                                                                      • Green Cleaners (21%)
                                                                                                        • Who are they?
                                                                                                          • How to reach them?
                                                                                                            • Disinterested Dusters (23%)
                                                                                                              • Who are they?
                                                                                                                • How to reach them?
                                                                                                                  • Mainstream Maintainers (19%)
                                                                                                                    • Who are they?
                                                                                                                      • How to reach them?
                                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                                        • Data sources
                                                                                                                          • Consumer survey data
                                                                                                                            • Consumer qualitative research
                                                                                                                              • Abbreviations
                                                                                                                                • TURF Methodology

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