Description

While cleaning habits have changed little in the past two years, consumers' growing curiosity about the category will serve as an opportunity for growth.

Rebecca Watters, Associate Director of Household & Health

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • Consumer Insights

      • Consumer fast facts
      • Cleaning frequency
      • Graph 1: cleaning frequency – trended, 2020-24
      • Changes in shopping and cleaning behavior
      • Graph 2: change in cleaning and shopping behaviors, 2024
      • Graph 3: greater focus on ingredients and claims, by select shopping behaviors, 2024
      • Graph 4: changes in select attitudes and behaviors, 2024
      • Graph 5: select purchase behaviors, by age and income, 2024
      • Attitudes and behaviors toward cleaning
      • Graph 6: attitudes and behaviors toward cleaning – any agree (net), 2024
      • Graph 7: select attitudes toward cleaning, by cleaning confidence, 2024
      • Graph 8: select attitudes toward cleaning products, by age, 2024
      • Sources of cleaning information
      • Graph 9: sources of cleaning information, 2024
      • Attitudes toward homecare product formats
    • Competitive Strategies

      • Launch activity and innovation
      • Marketing and advertising
      • Opportunities
    • The Market

      • Market context
      • Market audience
      • Graph 10: shopping responsibility – trended, 2022-24
      • Graph 11: cleaning responsibility – trended, 2020-24
      • Market drivers
      • Graph 12: Consumer Price Index change from previous period, 2021-23
      • Graph 13: Disposable Personal Income change from previous period, 2013-23
    • Appendix

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