Black Consumers and Cleaning the House - US - August 2018

Black Consumers and Cleaning the House - US - August 2018

"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

This report looks at the following areas:

Identify the cleaning segments that provide the greatest opportunity
Black consumers maintain order and clean to feel good while at home
Multipurpose, deep cleaning is more important than scent
Bleach-based products signal clean plus disinfectant in one
Start with the kitchen – show relevant realistic cleaning situations