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US Black Consumers and Cleaning the House Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Black Consumers and Cleaning the House 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 and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report explains Black consumers’ approach to cleaning their homes, including their involvement in cleaning chores and their attitudes and approach to house cleaning, as well as the attributes they look for in cleaning products, and attitudes toward cleaning brands.

For the purposes of this Report, Mintel defines household cleaning products as surface cleaners, dishwashing products, and household cleaning equipment:

  • Surface cleaners include all-purpose cleaner/disinfectant, toilet/ tub/tile cleaners (abrasive tub/tile cleaner, nonabrasive tub/ tile cleaner, toilet bowl cleaner, lime/rust remover), specialized surface cleaners (drain cleaner, glass cleaner, spray disinfectant, oven/appliance cleaner, metal cleaner/polish), household cleaner cloths, floor cleaners/wax removers, and furniture polish.
  • Dishwashing products include dishwashing liquid for handwashing dishes, detergent for automatic dishwashers, rinse aids for automatic dishwashers, dishwasher cleaners, and detergent boosters.
  • Household cleaning equipment includes mops, brooms, sponges, scouring pads, gloves, and other miscellaneous cleaning tools.

Electric cleaning equipment (such as vacuum cleaners), laundry/ fabric care products, air fresheners, and household paper products are excluded.

Findings in this Report can be supplemented by analysis presented in Mintel’s Reports such as Cleaning the House – US, June 2018, Hispanics and Cleaning the House – US, August 2018, as well as Reports from Mintel’s Household and Multicultural libraries.

What you need to know

A clean house is a healthy house, and many Black consumers take pride in regularly cleaning their home to maintain order and create a relaxing environment away from the outside world. Product and brand considerations, budget constraints, and routines impact Black consumers’ desire and approach to cleaning the house.

Expert analysis from a specialist in the field

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

A clean house is a healthy house, and many Black consumers take pride in regularly cleaning their home to maintain order and create a relaxing environment away from the outside world. Product and brand considerations, budget constraints, and routines impact Black consumers’ desire and approach to cleaning the house. Toya Mitchell
Multicultural Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • What you need to know
          • Identify the cleaning segments that provide the greatest opportunity
            • Figure 1: Black consumer home cleaning segments, February 2018
          • Black consumers maintain order and clean to feel good while at home
            • Figure 2: Motivation to clean, February 2018
          • Multipurpose, deep cleaning is more important than scent
            • Figure 3: Preferred product attributes, February 2018
          • Bleach-based products signal clean plus disinfectant in one
            • Figure 4: Number one ranked brand for select household cleaning product categories, by all and Black consumers, January 2017-March 2018
          • Start with the kitchen – show relevant realistic cleaning situations
            • Figure 5: Cleaning frequency, February 2018
        • The Market – What You Need to Know

          • Black population share of US holds steady
            • More single-person Black households in comparison to the average
              • Black consumers’ share of cleaning supplies higher than the average
                • Lower incidences of homeownership translates to smaller homes
                • The Black Population by the Numbers

                  • The Black population represents 13% of the total US
                    • Figure 6: US population projections by total and Black, 2013-23
                  • Half of Black households are headed by a single adult
                    • Figure 7: US household composition, by race and Hispanic origin, 2017
                  • There are fewer adults, but more children in Black households
                    • Figure 8: Average number of people per household, by race and Hispanic origin
                • Market Size

                  • Black households spend a greater share of household supplies budget on laundry and cleaning supplies
                    • Figure 9: US household housekeeping supplies expenditures by race and Hispanic origin, Q3 2016-Q4 2017
                • Market Factors

                  • Black homeownership still has yet to recover post-recession
                    • Figure 10: US homeownership rate, by race and Hispanic origin, 2007-17
                  • Lower homeownership impacts number of residential rooms
                    • Figure 11: Number of bedrooms and bathrooms** in all occupied units, by race and Hispanic origin, 2015
                • Key Players – What You Need to Know

                  • Black consumers prefer all-purpose, multifunctional cleaning products
                    • Bleach-infused products signal noticeable clean plus disinfectant
                      • Retailers are forcing suppliers to be environmentally friendly
                      • Surface Cleaning Product and Brand Usage

                          • All-purpose cleaners complete multiple functions
                            • Figure 12: Household cleaner usage, total and Black, January 2017-March 2018
                          • Highlight sanitation and ease with disposables – Wipes, mops, sponges
                            • Figure 13: Cleaning disposable wipes and floor cleaner forms used most often, total and Black, January 2017-March 2018
                          • Push new formats of furniture polish to appeal to Black consumers
                            • Figure 14: Furniture polish forms used most often, total and Black, January 2017-March 2018
                          • Powder cleaners lead, liquid and gel abrasives may be used on more surfaces
                            • Figure 15: Abrasive cleaner and scouring powder types used most often, total and Black, January 2017-March 2018
                          • In-bowl and in-tank toilet cleaners share near equal cleaning duties in Black households
                            • Figure 16: In-bowl and in-tank toilet cleaner usage, total and Black, January 2017-March 2018
                          • Brand spotlight: Clorox
                            • Clorox Bleach cleaner tops Black consumer usage
                              • Figure 17: Leading household cleaner brands, total and Black, January 2017-March 2018
                            • With disposables, Clorox takes the lead among Black consumers
                              • Figure 18: Leading disposable wipes and floor cleaner brands most often used, total and Black, January 2017-March 2018
                            • Clorox tops in-bowl cleaner usage
                              • Figure 19: Leading in-bowl toilet cleaner brands most used, total and Black, January 2017-March 2018
                            • Greater competition to Clorox for traditional in-tank and disposable wand
                              • Figure 20: Leading in-tank toilet cleaner brands most used, total and Black, January 2017-March 2018
                          • Floor Cleaner Product and Brand Usage

                            • Total floor wax usage is low, but Black households are more likely to use
                              • Figure 21: Floor wax and polish usage, total and Black, January 2017-March 2018
                            • Familiar cleaning brands top floor wax usage among Black consumers
                              • Figure 22: Leading floor wax brands used most often, total and Black, January 2017-March 2018
                            • Predominance of carpet in Black households leads to greater use of rug cleaners
                              • Figure 23: Rug cleaner and shampoos usage, total and Black, January 2017-March 2018
                            • Name brands top the list, but smaller, perhaps cheaper brands rank high
                              • Figure 24: Leading rug cleaner and shampoo brands used most often, total and Black, January 2017-March 2018
                          • Cleaning Product Formulation and the Impact on Black Consumers

                            • Retailers commit cleaning product suppliers to eliminate harmful chemicals by 2022
                              • Implications for Black consumers
                              • The Consumer – What You Need to Know

                                • Black cleaning segments identified by motivation and product use
                                  • Household structure impacts cleaning responsibility
                                    • A clean home is Black consumers’ sanctuary
                                      • Most Black adults clean alone, but will enlist help if available
                                        • The kitchen is the most cleaned room in the home
                                          • Black consumers prioritize noticeable clean over scent
                                            • Everyone shops at Walmart
                                              • A clean home is a healthy home
                                              • Black Consumer Cleaning Segments

                                                • Mintel identifies four home-cleaning segments among Black adults
                                                  • Figure 25: Black consumer home-cleaning segments, February 2018
                                                • Basic Cleaners are disengaged in cleaning their home
                                                    • Figure 26: Profile of Basic Cleaners’ segment, February 2018
                                                  • Green Cleaners prefer natural products to protect their health
                                                      • Figure 27: Profile of Green Cleaners’ segment, February 2018
                                                    • Stringent Cleaners’ cleanliness is a reflection of their image
                                                        • Figure 28: Profile of Stringent Cleaners’ segment, February 2018
                                                      • Easy Cleaners buy the cheapest cleaning products to maintain their household
                                                          • Figure 29: Profile of Easy Cleaners, February 2018
                                                      • Housekeeping Responsibility

                                                        • More single-headed Black households lead to more people cleaning their homes
                                                          • Figure 30: Housekeeping responsibility, total and Black, February 2017
                                                        • Involved cleaners accept sole responsibility in cleaning their home
                                                          • Figure 31: Housekeeping responsibility, by Black cleaning segments, February 2018
                                                        • Single parents, most likely moms, are more likely to be the primary housekeeper
                                                          • Figure 32: Housekeeping responsibility, by gender and parental status, February 2018
                                                      • Housecleaning Rituals among Black Consumers

                                                        • Most Black consumers clean their home by themselves
                                                            • Figure 33: Cleaning behavior, total and Black, February 2018
                                                          • A clean home contributes to one’s mood
                                                            • Figure 34: Motivations to clean, February 2018
                                                          • Cleaning segments that value home ambiance keep their home clean all the time
                                                              • Figure 35: Cleaning behavior by cleaning segments, February 2018
                                                            • The motivation to clean and impact on home ambiance differs across segments
                                                                • Figure 36: Motivation to clean, by cleaning segments, February 2018
                                                              • Cleaning behavior strengthens as women age, perhaps due to increased efficiency
                                                                • Figure 37: Cleaning behavior by gender and age group, February 2018
                                                              • Women more likely to articulate benefits from cleaning
                                                                • Figure 38: Motivation to clean, by gender, February 2018
                                                              • Parents clean up after younger kids, but struggle to maintain control as the kids age
                                                                • Figure 39: Motivation to clean, by kids’ age groups, February 2018
                                                              • Kids are expected to help clean the home as they age
                                                                • Figure 40: Cleaning behavior by gender and age group, February 2018
                                                            • Cleaning Frequency

                                                              • The communal kitchen is the most frequently cleaned room
                                                                • Figure 41: Cleaning frequency, February 2018
                                                              • Daily kitchen cleanup occurs in a full house
                                                                • Figure 42: Daily kitchen cleaning by demographics, February 2018
                                                              • Little difference in cleaning the bathroom across demos
                                                                • Figure 43: Few times a week or more bathroom cleaning by demographics, February 2018
                                                              • Younger people and parents of young children clean their bedrooms often
                                                                • Figure 44: Few times a week or more bedroom cleaning by demographics, February 2018
                                                            • Preferred Cleaning Product Attributes

                                                              • Cleaning efficacy more important than scent
                                                                • Figure 45: Preferred product attributes, February 2018
                                                              • Cleaning segments’ assign different values to product efficacy and ingredients
                                                                • Figure 46: Preferred product attributes, by cleaning segment, February 2018
                                                              • Younger consumers less concerned with product efficacy
                                                                • Figure 47: Preferred product attributes, by age group, February 2018
                                                              • Parents of younger children buy products that protect their kids and surfaces
                                                                • Figure 48: Preferred product attributes, by kids’ age group, February 2018
                                                            • Preferred Shopping Locations

                                                              • Walmart’s everyday low prices and brand selection tops retailer list
                                                                • Figure 49: Preferred shopping locations, February 2018
                                                              • Highly-involved cleaners shop at more stores than low-involved cleaners
                                                                • Figure 50: Preferred shopping location by cleaning segments, February 2018
                                                              • Walmart and club store cleaning product shopping increases with household size
                                                                • Figure 51: Preferred shopping location by number of people in the household, February 2018
                                                              • Dollar stores appeal to low-income household shoppers
                                                                • Figure 52: Preferred shopping location by household income, February 2018
                                                            • Attitudes toward Cleaning

                                                              • Cleanliness is linked more to health rather than image
                                                                • Figure 53: Attitudes toward cleaning, February 2018
                                                              • Most segments strive for presentable clean rather than perfection
                                                                  • Figure 54: Attitudes toward cleaning, by segment, February 2018
                                                                • Product efficacy is important, but product ingredients and desired function differ by segment
                                                                    • Figure 55: Attitudes toward cleaning, by segment, February 2018
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Sales data
                                                                      • Consumer survey data
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                            • Terms
                                                                            • Appendix – The Consumer

                                                                                • Figure 56: Household cleaner usage, total and Black, January 2017-March 2018
                                                                                • Figure 57: Cleaning disposable wipes and floor cleaner forms used most often, total and Black, January 2017-March 2018
                                                                                • Figure 58: Furniture polish forms used most often, total and Black, January 2017 – March 2018
                                                                                • Figure 59: Abrasive cleaner and scouring powder types used most often, total and Black, January 2017-March 2018
                                                                                • Figure 60: In-bowl and in-tank toilet cleaner usage, total and Black, January 2017-March 2018
                                                                                • Figure 61: Leading household cleaner brands, total and Black, January 2017- March 2018
                                                                                • Figure 62: Leading disposable wipes and floor cleaner brands most often used, total and Black, January 2017- March 2018
                                                                                • Figure 63: Leading in-bowl toilet cleaner brands most used, total and Black, January 2017- March 2018
                                                                                • Figure 64: Leading in-tank toilet cleaner brands most used, total and Black, January 2017- March 2018