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US Hispanics 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 Hispanics 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? 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 Hispanics’ approach to cleaning their homes, including: their involvement in cleaning chores and their attitudes toward cleaning the house and their cleaning approach, 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.

Excluded:

  • Electric cleaning equipment (such as vacuum cleaners)
  • Laundry/fabric care products
  • Air fresheners
  • Household paper products

What you need to know

At not quite $2 billion, Hispanics’ expenditures on household cleaning products have contracted slightly since 2013. Hispanic women continue to take the lead, while Hispanic men play a supporting role. Cleaning the house can be hard work, but there are clear attitudinal differences between Hispanics who clean because they want to and those who clean because they have to. Brands may benefit from tailoring communications according to the differences between these groups.

Expert analysis from a specialist in the field

Written by Juan Ruiz, a leading analyst in the Hispanic Insights sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

At not quite $2 billion, Hispanics’ expenditures on household cleaning products have contracted slightly since 2013. Hispanic women continue to take the lead, while Hispanic men play a supporting role. Cleaning the house can be hard work, but there are clear attitudinal differences between Hispanics who clean because they want to and those who clean because they have to. Brands may benefit from tailoring communications according to the differences between these groups. Juan Ruiz
Director of Hispanic Insights

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Hispanic women carry most of the weight
              • Figure 1: Hispanics’ involvement in cleaning the house, by gender and parental status, April 2018
            • Wanting to clean changes with acculturation
              • Figure 2: Wanting to clean vs having to clean, April 2018
            • The opportunities
              • Not losing sight of the overarching objective
                • Figure 3: Hispanics’ motivations to clean, April 2018
              • The challenge for lesser-known brands is to get cleaners to take a chance
                • Figure 4: Hispanics’ attitudes toward cleaning brands, April 2018
              • Seeing beyond hard work
                • Figure 5: Hispanics’ attitudes toward cleaning housework, April 2018
              • What it means
              • The Market – What You Need to Know

                • Hispanics’ expenditures on cleaning products estimated at almost $2 billion in 2018
                  • Hispanics are more likely to share cleaning responsibilities
                    • Hispanics have larger households
                      • Less-affluent Hispanics may stick to the brands they know
                      • Market Size

                        • Hispanics’ expenditures on cleaning products are flat
                            • Figure 6: Total expenditures by Hispanic households on household cleaning products, at current prices, 2013-18
                        • Cleaning the House Involvement

                          • Hispanics over index for sharing responsibility
                            • Figure 7: Hispanics’ involvement in cleaning the house, indexed to all, April 2018
                          • Hispanics take sole responsibility when they feel they have to
                            • Figure 8: Hispanics’ involvement in cleaning the house, by help availability and cleaning motivation, April 2018
                          • Hispanic moms take responsibility for cleaning
                            • Figure 9: Hispanics’ involvement in cleaning the house, by gender and parental status, April 2018
                        • Market Factors

                          • Hispanics are young
                            • Figure 10: Distribution of population, by age and race/Hispanic origin, 2018
                          • Hispanics live in larger households
                            • Figure 11: Average number of people per household, by race and Hispanic origin, 2017
                            • Figure 12: Households with related children, by race and Hispanic origin of householder, 2017
                          • Hispanics are bilingual and gravitate toward biculturalism
                            • Figure 13: Language(s) Hispanics speak at home, January 2017-March 2018
                          • Less-affluent Hispanics have to prioritize expenses
                            • Median household income for Hispanics significantly below national median
                              • Figure 14: Median household income, by race and Hispanic origin of householder, 2016
                              • Figure 15: Household income distribution by race and Hispanic origin of householder, 2016
                          • Market Perspective

                            • Traditional gender roles
                              • Not all Hispanics share the same attitudes toward cleaning
                                • Natural Born Cleaners (40%)
                                  • Cleaning Superficials (24%)
                                    • Cleaning Chemists (20%)
                                      • Cleaning Averse (16%)
                                      • Cleaning Products Overview – What You Need to Know

                                        • Product usage differs by acculturation
                                          • Scent can be a differentiation factor
                                            • Latin American brands popular in US
                                              • Handling eco-friendly products and new cleaning trends with care
                                                • Expect brand extensions and innovative promotions
                                                • What’s Happening?

                                                  • Engagement with the different cleaning categories is not uniform
                                                    • Figure 16: Hispanic households’ cleaning product usage, indexed to all, January 2017-March 2018
                                                    • Figure 17: Hispanic households’ cleaning product usage, by language spoken at home, January 2017-March 2018
                                                  • Scent continues to be important
                                                    • Brands with a Latin American legacy
                                                      • Figure 18: Hispanic households’ Fabuloso usage, by language spoken at home, Hispanics vs all, January 2017-March 2018
                                                  • What Needs Time?

                                                    • Eco-friendly products and new cleaning trends
                                                      • Figure 19: Hispanics’ attitudes toward eco-friendly products – Any agree, by language spoken at home, Hispanics vs all, January 2017-March 2018
                                                  • What’s Next?

                                                    • Fertile ground for brand extensions
                                                      • Taking promotions a step further
                                                      • The Consumer – What You Need to Know

                                                        • Wanting to clean is very different from having to clean
                                                          • Hispanics clean for the feeling that a clean home provides
                                                            • Hispanics do most cleaning tasks frequently
                                                              • When cleaning, finding self-motivation makes a difference
                                                                • There are significant barriers facing lesser-known brands
                                                                  • Cleaning is hard work, Hispanics may not necessarily be looking for convenience
                                                                  • Household Cleaning Behaviors

                                                                      • The charm of cleaning depends on the approach
                                                                        • Figure 20: Hispanics’ household cleaning behaviors, April 2018
                                                                      • Appearances matter
                                                                        • Figure 21: Importance of others seeing Hispanics as having a clean home, by gender and age, by level of acculturation, April 2018
                                                                      • Desire to clean decreases with acculturation
                                                                        • Figure 22: Wanting to clean vs having to clean, by gender and age and by level of acculturation, April 2018
                                                                        • Figure 23: Cleaning in depth vs superficially, by gender and age and by level of acculturation, April 2018
                                                                      • Hispanic women are less likely to feel they have help
                                                                        • Figure 24: Perception of availability of help, by gender and marital status, April 2018
                                                                        • Figure 25: Cleaning alone vs cleaning with the help of others, by gender and marital status and by level of acculturation, April 2018
                                                                    • Motivations to Clean

                                                                        • A clean home feels good
                                                                          • Figure 26: Hispanics’ motivations to clean, April 2018
                                                                        • The main reasons are personal
                                                                          • Figure 27: Advanced analysis – TURF – Hispanics’ motivations to clean, April 2018
                                                                          • Figure 28: Advanced analysis – TURF – Hispanics’ motivations to clean, April 2018
                                                                        • There is a positive correlation between cleanliness and scent
                                                                          • Figure 29: Hispanics’ motivations to clean – Feels good and like the smell, by key demographics, April 2018
                                                                        • Breaking routine
                                                                          • Figure 30: Hispanics’ motivations to clean – Routine, by key demographics, April 2018
                                                                      • Cleaning Chores Frequency

                                                                          • It all starts with the kitchen
                                                                            • Figure 31: Hispanics’ frequency of housecleaning chores, April 2018
                                                                            • Figure 32: Hispanics’ frequency of housecleaning chores – Once a week or more often, by household cleaning responsibility, April 2018
                                                                        • Household Chores Appeal

                                                                            • Hispanics are okay with most cleaning tasks
                                                                              • Figure 33: Household chores appeal to Hispanics, April 2018
                                                                              • Figure 34: Household chores appeal to Hispanics – Any like, by household cleaning responsibility, April 2018
                                                                          • Attitudes toward Cleaning Brands

                                                                              • A steeper road for lesser-known brands
                                                                                • Figure 35: Hispanics’ attitudes toward cleaning brands, April 2018
                                                                                • Figure 36: Hispanics’ attitudes toward cleaning brands, by likelihood of Hispanics liking to clean in depth, April 2018
                                                                              • Hispanic women are more likely to be brand loyal
                                                                                • Figure 37: Hispanics’ attitudes toward cleaning brands, by gender and age, April 2018
                                                                              • The opportunity to promote trial increases with acculturation
                                                                                • Figure 38: Hispanics’ attitudes toward cleaning brands, by level of acculturation, April 2018
                                                                            • Attitudes toward Cleaning Housework

                                                                                • For many Hispanics, hard work is unavoidable
                                                                                  • Figure 39: Hispanics’ attitudes toward cleaning housework, April 2018
                                                                                  • Figure 40: Hispanics’ attitudes toward cleaning housework, by key demographics, April 2018
                                                                              • Appendix – Data Sources and Abbreviations

                                                                                • Data sources
                                                                                  • Sales data
                                                                                    • Consumer survey data
                                                                                      • Abbreviations and terms
                                                                                        • Abbreviations
                                                                                          • Terms
                                                                                            • A note about acculturation
                                                                                            • Appendix – Market Data

                                                                                                • Figure 41: Total expenditures by Hispanic households on household cleaning products, at inflation-adjusted prices, 2013-18