2021
9
UK Cleaning For The Family Market Report 2021
2022-01-06T03:04:30+00:00
OX1049085
2195
146617
[{"name":"Household and Home","url":"https:\/\/store.mintel.com\/industries\/household-home"}]
Report
en_GB
“Engagement with the category and spend on cleaning products are both higher among parents of under-18s. While this indicates room for growth, household care brands should also take into account…

UK Cleaning For The Family Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

The UK Cleaning For The Family report identifies consumer attitudes towards cleaning responsibilities, indicators of cleanliness and important cleaning product features in the UK. This market report covers UK cleaning industry statistics, the market size, market forecast, market segmentation and industry trends for the Home Cleaning market in the UK. 

Current Market Landscape

After almost two years since the start of the coronavirus pandemic, the aftereffects of the unprecedented focus on home hygiene has begun to suggest a general feeling of cleaning fatigue has now emerged.

  • Between August 2019 and October 2021, the proportion of people who stop cleaning their home when the time they have allocated to the task finishes increased from 13% to 17%.
  • The pandemic led 68% of parents of under-18s with cleaning and household care purchasing responsibilities to carry cleaning products on-the-go.
  • 53% of parents of under-18s recognise the added value of natural cleaning product and agree that it is worth paying more for such products.
  • 50% of consumers eat cereals more often, challenging traditional sweet treats as a snack choice.

COVID-19 has also impacted perceptions of home cleanliness, leading consumers to put greater emphasis on macro features such as overall room tidiness and to overlook details such as the neatness of hard-to-reach areas.

Future Market Trends in Cleaning For The Family 

Savvy shopping behaviours are mainstream in the home cleaning category, representing a threat to the penetration of higher priced NPD. However, during the COVID-19 crisis consumers have increased spend on individual household care products, giving brands more room to manoeuvre in justifying premium positioning to encourage consumers to trade up.

Although this has the potential to result in a drop in engagement with the household care category, brands still have space for growth. Household care brands can leverage the growing interest in how cleaning the home can help people to relax, strengthening the link between wellbeing and promote a brand image not purely associated with home hygiene.

Read on to discover more details or take a look at all of our UK Household, House and Home market research.

Quickly understand

  • The impact of COVID-19 on the attitudes and behaviours towards cleaning the home for families.
  • Cleaning responsibilities among household members, including children.
  • Cleaning duration and indicators of cleanliness, with a focus on parents of under-18s.
  • Important cleaning product features, with a focus on parents of under-18s.
  • Cleaning behaviours, with a focus on parents of under-18s.
  • Attitudes towards home cleaning, with a focus on parents of under-18s.

Covered in this report

Product Types: bathroom cleaning, kitchen cleaning, oven cleaning, vacuuming, mopping, sweeping, dusting, polishing, carpets and  upholstery, windows.

Brands: Umani, Gate 8, Cleancult, Nimble, By Zoe, Bosch, Aery, Coopers, Denkmit, Casa, Dreft, Swiffer, Lifebuoy, Earth N.act, Dettol, Vileda, Little Duck, Five Oceans, Ecoya.

Expert analysis from a specialist in the field

This report, written by Emilia Tognacchini, a leading analyst in the Household sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Engagement with the category and spend on cleaning products are both higher among parents of under-18s. While this indicates room for growth, household care brands should also take into account that parents choose cleaning products more carefully and pay greater attention to on-pack information. As parents are also more likely to approach homecare activities positively and as relaxing occasions, brands have the opportunity to create associations beyond pure hygiene and strengthen the link between homecare and wellbeing.

Emilia Tognacchini
Brand and Household Care Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • COVID-19: market context
          • Economic and other assumptions
            • Cleaning tasks covered in this Report
            • Executive Summary

                • Impact of COVID-19 on attitudes and behaviours towards cleaning the home for families
                  • Figure 1: Short-, medium- and long-term impact of COVID-19 on attitudes and behaviours towards cleaning the home for families, 2020-25
                • The market
                  • Consumers still worried about COVID-19
                    • Parents more likely to have increased spend on household care
                      • Figure 2: Consumers who have spent more on household care products compared to before the COVID-19/coronavirus outbreak, by any children, 2021
                    • The birth rate declines while twins and the overall population are on the rise
                      • Figure 3: Number of live births and total fertility rate (TFR), England and Wales, 2010-20
                    • The consumers
                      • Abandon stereotyped gender representations
                        • Support children’s participation in cleaning activities
                          • Figure 4: Cleaning responsibilities of children, 2021
                        • Home working boosts cleaning time…
                          • Figure 5: Cleaning duration, by employment location, 2021
                        • …and create opportunities for functional scents
                          • Cleaning fatigue affects parents and non-parents
                            • Figure 6: Indicator of cleanliness, 2019-21
                          • Help parents of under-18s perfect home time management
                            • Parents of under-18s select homecare products more carefully
                              • Figure 7: Cleaning products features, by any children, 2021
                            • Make natural ingredients traceable
                              • Support new parents in navigating parenthood
                                • Figure 8: Cleaning behaviours, 2021
                              • Germs are not all bad
                                • Figure 9: Attitudes toward home cleaning, 2021
                              • Be transparent to resonate with parents of under-18s
                              • Issues and Insights

                                • COVID-19 impacts perceptions of cleanliness
                                  • Help parents make cleaning time more efficient
                                    • Embrace transparency to resonate with parents of under-18s
                                    • Market Drivers

                                      • Consumers are still worried about COVID-19
                                        • Figure 10: Concerns about exposure to COVID-19/coronavirus, 2020-21
                                        • Figure 11: Examples of on-the-go hygiene kits launches, 2020-21
                                      • The pandemic boosts spend on household care products…
                                        • Figure 12: Change in spend on household care products compared to before the COVID-19/coronavirus outbreak, 2020-21
                                      • …and shifts perceptions around value
                                        • Parents more likely to have increased spend on household care
                                          • Figure 13: Consumers who have spent more on household care products compared to before the COVID-19/coronavirus outbreak, by any children, 2021
                                          • Figure 14: Cleancult uses social media to target parents, 2021
                                        • Parents’ homecare habits influence future consumers
                                          • Overall UK population expected to grow
                                            • Figure 15: Trends in the age structure of the UK population, 2015-25
                                          • Birth rate continues to decline…
                                            • Figure 16: Number of live births and total fertility rate (TFR), England and Wales, 2010-20
                                            • Figure 17: Examples of NPD from Nimble, 2020-21
                                          • …but twins are on the rise
                                            • Take today’s parents profiles into account
                                            • Cleaning Responsibilities

                                              • Traditional gender roles are still commonplace
                                                • Figure 18: Cleaning responsibilities, 2021
                                                • Figure 19: Fashion brand By Zoe encourages consumers to #sharetheload, 2021
                                              • Abandon stereotyped gender representations
                                                • Figure 20: Bosch’s #LikeABosch campaign, 2020
                                              • Support children’s participation in cleaning activities
                                                • Figure 21: Cleaning responsibilities of children, 2021
                                              • Optimise children’s cleaning efforts
                                              • Cleaning Duration

                                                • Home working boosts cleaning time
                                                  • Figure 22: Cleaning duration, by employment location, 2021
                                                • Scent rooms and promote working performance
                                                  • Figure 23: Examples of air mist launches with mental focus properties, 2021
                                                • Parents of under-18s spend more time cleaning
                                                  • Figure 24: Cleaning duration, by any children, 2021
                                                • Upgrade child-safety features
                                                  • Figure 25: Examples of household care launches formulated with Bitrex, 2021
                                                  • Figure 26: Researchers develop prototype for safer, child-resistant spray bottle, 2012
                                              • Indicators of Cleanliness

                                                • Consumers experience cleaning fatigue
                                                  • Figure 27: Indicator of cleanliness, 2019-21
                                                • Cleaning fatigue also impacts parents of under-18s
                                                  • Figure 28: Indicator of cleanliness, by any children, 2019-21
                                                • Link homecare to mental peace
                                                  • Ritualise homecare practices
                                                    • Help parents of under-18s perfect home time management
                                                      • Figure 29: Indicator of cleanliness, by any children, 2021
                                                    • Explore child-safe scents to resonate with parents
                                                      • Figure 30: Selected indicators of cleanliness, by children in the household, 2021
                                                    • Ensure hard-to-reach places are toddler-proof
                                                      • Figure 31: Examples of household care launches with extendible handles or long-lasting formulas, 2020-21
                                                  • Important Cleaning Product Features

                                                    • Removing germs represents consumers’ top priority
                                                      • Figure 32: Important cleaning products features, 2021
                                                      • Figure 33: Dettol True Clean range, 2021
                                                    • Introduce consumers to germ-management
                                                      • Figure 34: We Are Probiotic advert, 2020
                                                    • Parents of under-18s select homecare products more carefully
                                                      • Figure 35: Cleaning products features, by any children, 2021
                                                    • Make natural ingredients traceable
                                                    • Cleaning Behaviours

                                                      • Consumers approach home cleaning positively
                                                        • Figure 36: Cleaning behaviours, 2021
                                                      • Support new parents in navigating parenthood
                                                        • Figure 37: Cleaning behaviours, by any children, 2021
                                                      • Appeal to consumers via on-the-go cleaning product ideas…
                                                        • Figure 38: Dettol launches its new Hand & Surface Sanitiser Spray, 2021
                                                      • …that can also be used on the body
                                                        • Figure 39: Examples of household care products with added skincare benefits, 2020-21
                                                    • Attitudes towards Home Cleaning

                                                      • Germs are not all bad
                                                        • Figure 40: Attitudes toward home cleaning, 2021
                                                      • Educate consumers to reposition chemicals
                                                        • Be transparent to resonate with parents of under-18s
                                                          • Figure 41: Agreement towards home cleaning attitudes, by any children, 2021
                                                        • COVID-19 adds pressure on parents
                                                          • Upgrade natural cleaning formulas
                                                            • Figure 42: Ecoya extends its premium Laundry Collection with new Lavender & Chamomile fragrance, 2021
                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                            • Abbreviations
                                                              • Consumer research methodology

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