2022
8
Canada Household Cleaning Equipment Market Report 2022
2022-10-21T04:02:38+01:00
OX1100043
3695
156725
[{"name":"Cleaning Products","url":"https:\/\/store.mintel.com\/industries\/household-home\/cleaning-products"}]
Report
en_GB
“Cleaning equipment is present in virtually every Canadian household, making chores easier and quicker to complete. Consumers rely on a wide range of task-specific equipment and express interest in adding…

Canada Household Cleaning Equipment Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Cleaning equipment is present in virtually every Canadian household, making chores easier and quicker to complete. Consumers rely on a wide range of task-specific equipment and express interest in adding to their repertoires into the future. Brands that are able to showcase how their products will make cleaning faster and more convenient will improve their perceived value. Disposable products are seen as a more hygienic and easier option for a significant portion of consumers, highlighting the need to have these concerns eased for those opting for reusable formats.”
– Meghan Ross, Senior Home & Beauty Analyst

This Report looks at the following areas:

  • Market factors influencing the cleaning equipment market
  • Cleaning equipment shopping responsibilities
  • Cleaning tools and floor cleaning equipment ownership and usage
  • Future interest in floor cleaning equipment purchases
  • Influential purchase factors
  • Household cleaning equipment environmental and hygiene attitudes and behaviours
  • Household cleaning equipment barriers

Table of Contents

  1. Overview

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

            • Top takeaways
              • Market overview
                  • Figure 1: Category outlook: household cleaning equipment, 2022-27
                • Opportunities and challenges
                  • Added value features will help brands distinguish themselves from the pack
                    • Automation’s appeal will grow as price points become more accessible in the future
                      • The push toward sustainability is countered by the pull of convenience
                        • Hygiene concerns are driving cleaning opportunities and influencing format choice
                        • Market Factors

                          • Impact of COVID-19 on the household cleaning equipment market
                            • The needs-based status of cleaning equipment will help shield it from some budget cuts
                              • Figure 2: 12-month change in the Consumer Price Index, 2019-22
                            • Housing trends will change cleaning needs
                              • Figure 3: Homeownership rate (%), 1971-2021
                              • Figure 4: ‘I struggle with storage space for my cleaning equipment’ (% agree), by home ownership status, 2022
                            • Physical limitations will need to be considered as the population ages
                              • Figure 5: Population aged 0-14 and 65+, 1988-2068*
                              • Figure 6: Swiffer Instagram post, 2022
                          • Competitive Strategies and Market Opportunities

                            • Brands are promoting added value through a wide variety of claims
                              • Figure 7: Mintel Trend Driver: Value
                              • Figure 8: Scotch-Brite Instagram post, 2021
                              • Figure 9: Scrub Daddy Instagram post, 2022
                              • Figure 10: Vileda Canada Instagram post, 2022
                              • Figure 11: Dyson Instagram post, 2022
                              • Figure 12: irobot Instagram post, 2022
                              • Figure 13: ‘Robot vacuums/mops are too expensive’ (% agree), by household income, 2022
                              • Figure 14: Meet with Roborock S7 Pro Ultra | Vacuum. Mop. Wash. Automagically., 2022
                              • Figure 15: Cleanako Shop Instagram post, 2022
                              • Figure 16: Scrub Daddy Instagram post, 2022
                            • Sustainability goals will impact cleaning equipment choices
                              • Figure 17: Mintel Trend Driver: Surroundings
                              • Figure 18: Blueland Instagram post, 2022
                              • Figure 19: Safix Scrub Pad (Canada), 2022
                              • Figure 20: Vileda Canada Instagram post, 2022
                          • Household Cleaning Equipment – Fast Facts

                            • Household Cleaning Equipment Shopping Responsibility

                              • Most Canadians are responsible for cleaning equipment purchases
                                • Figure 21: Responsibility for shopping for household cleaning equipment, 2022
                              • Outdated gender roles continue to influence household responsibilities
                                • Figure 22: Those who are solely responsible for shopping for household cleaning equipment, by age and gender, 2022
                            • Cleaning Equipment Usage

                              • Cleaning tool usage is universal
                                • Figure 23: Household cleaning equipment used in the past three months, 2022
                                • Figure 24: Household cleaning equipment used in the past three months, men vs women, 2022
                                • Figure 25: Swiffer Instagram post, 2022
                                • Figure 26: Brastemp- The Fairest Prenup, 2022
                                • Figure 27: Household cleaning equipment used in the past three months, 18-44s vs over-45s, 2022
                            • Floor Cleaning Equipment Usage and Purchase Intent

                              • Consumers rely on multiple tools to keep their floors clean
                                • Figure 28: Floor cleaning equipment usage and future purchase intent, 2022
                              • Younger consumers express interest in expanding their tool repertoire
                                • Figure 29: Floor cleaning equipment ownership, by age, 2022
                                • Figure 30: Floor cleaning equipment purchase intent, by age 2022
                                • Figure 31: Floor cleaning equipment ownership, Asians vs overall, 2022
                                • Figure 32: Floor cleaning equipment purchase intent, Asians vs overall, 2022
                                • Figure 33: Bissell Canada Instagram post, 2022
                                • Figure 34: Floor cleaning equipment purchase intent, by parental status, 2022
                                • Figure 35: Floor cleaning equipment purchase intent, by household size, 2022
                            • Purchase Factors

                              • Price is an important purchase driver
                                • Figure 36: Household cleaning equipment purchase factors (top three mentions), 2022
                                • Figure 37: Household cleaning equipment purchase factors (top three mentions), men vs women, 2022
                                • Figure 38: Household cleaning equipment purchase factors (top three mentions), 18-44s vs over-45s, 2022
                                • Figure 39: Those who look for natural materials when buying household cleaning equipment, by parental status, 2022
                            • Cleaning Equipment Behaviours and Attitudes

                              • Disposable equipment attitudes
                                • Figure 40: Disposable cleaning equipment attitudes (% agree), 2022
                                • Figure 41: Disposable cleaning equipment attitudes (% agree), men vs women, 2022
                                • Figure 42: Disposable cleaning equipment attitudes (% agree), 18-44s vs over-45s, 2022
                                • Figure 43: Disposable cleaning equipment attitudes (% agree), Asians vs overall, 2022
                                • Figure 44: Disposable cleaning equipment attitudes (% agree), by parental status, 2022
                                • Figure 45: ‘I prefer to use cleaning/disinfectant wipes instead of surface cleaning equipment’ (% agree), by household size, 2022
                              • Environmental equipment attitudes
                                • Figure 46: Eco-friendly cleaning equipment attitudes (% agree), 2022
                                • Figure 47: Vileda Canada Instagram post, 2022
                                • Figure 48: Bissell Canada Instagram post, 2022
                                • Figure 49: Eco-friendly cleaning equipment attitudes (% agree), men vs women, 2022
                                • Figure 50: Casabella Microfiber Glass Cloths (Canada), 2022
                                • Figure 51: 3M Scotch-Brite Swift Scrub Bathroom Buildup Remover (US), 2022
                                • Figure 52: Eco-friendly cleaning equipment attitudes (% agree), 18-44s vs over-45s, 2022
                                • Figure 53: Eco-friendly cleaning equipment attitudes (% agree), Asians vs overall, 2022
                                • Figure 54: Eco-friendly cleaning equipment attitudes (% agree), by parental status, 2022
                              • Hygiene-related cleaning equipment attitudes
                                • Figure 55: Hygiene-related cleaning equipment attitudes (% agree), 2022
                                • Figure 56: Cleanako Shop Instagram post, 2022
                                • Figure 57: Lola Clean N’ Wipe Anti-Microbial Cloth (Canada), 2022
                                • Figure 58: 3M Scotch-Brite Little Handy Brush (Canada), 2021
                                • Figure 59: Brillo Scrub Max Bathroom Scrubbers with Estracell Sponge (US), 2021
                                • Figure 60: Roborock Global Instagram post, 2022
                                • Figure 61: Hygiene-related cleaning equipment attitudes (% agree), by parental status, 2022
                              • Cleaning equipment barriers
                                • Figure 62: Cleaning equipment barriers (% agree), 2022
                                • Figure 63: Cleaning equipment barriers (% agree), men vs women, 2022
                                • Figure 64: Cleaning equipment barriers (% agree), 18-44s vs over-45s, 2022
                                • Figure 65: Roborock Global Instagram post, 2022
                                • Figure 66: Cleaning equipment barriers, by parental status, 2022
                            • Appendix – Data Sources and Abbreviations

                              • Data sources
                                • Consumer survey data
                                  • Consumer qualitative research
                                    • Mintel Trend Drivers
                                      • Abbreviations

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