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Cleaning the House - US - June 2016

Cleaning the House - US - June 2016

What you need to know

Cleaning the house may not be something everyone looks forwardto, but it remains an essential regular task, with consumersspending an average of more than four and a half hours onhousecleaning every week. Understanding consumer attitudes andbehaviors regarding cleaning the house is essential for companiesmarketing products and services in this important sector. 

Definition 

This Report examines consumer attitudes and behaviors towardhousecleaning, including the amount of time people spend doinghousecleaning, their approach to housecleaning overall as wellas to individual cleaning tasks, and their preferences in cleaningproduct attributes and benefits. The following cleaning tasks arecovered: 

• Cleaning the kitchen (ie, countertop, stovetop, tiles) 
• Cleaning the oven 
• Vacuuming the floors 
• Mopping/sweeping floors 
• Polishing/dusting items 
• Cleaning the bathroom (ie, bath, sinks, tiles) 
• Toilet cleaning 
• Window cleaning 
• Cleaning upholstery/fabrics


OVERVIEW

EXECUTIVE SUMMARY
The issues
Figure 1: Mean time spent cleaning (#), select demographics, March 2016
Figure 2: US household size, percentage change, 2006-15
Figure 3: Attitudes toward keeping home cleaner, any agree, by select demographics, March 2016
The opportunities 
Figure 4: Attitudes (any agree) and behaviors regarding housecleaning, by men aged 18-34, March 2016
Figure 5: Housecleaning behaviors regarding time spent cleaning, select demographics, March 2016 
Figure 6: Attitudes (any agree) and behaviors regarding natural and environmentally friendly products, by select demographics, March 2016
What it means 

THE MARKET
What you need to know 
Wipes are cleaning up
All-purpose cleaners, cleaning equipment lag 
Home sizes see a split 
Hispanic consumers key for growth 
Market perspective 
Wipes, specialized cleaners experience strongest growth
Figure 7: Total US sales of household surface cleaners, by segment, at current prices, 2013 and 2015 
Cleaning equipment experiences flat growth 
Figure 8: Total US sales of household cleaning equipment, by segment, at current prices, 2012 and 2014
Market factors
Household sizes decline
Figure 9: US household size, 2006-15
But some home sizes are growing 
Figure 10: Median US new home size in square feet, 2005-14
Hispanic population on the rise
Figure 11: Population, by race and Hispanic origin, 2015-25 

KEY PLAYERS
What you need to know 
Wipes are working
Sharing means caring 
Offer value – And natural ingredients 
Just for men
What’s working?
Faster and better wipes
Think natural
Make sharing simple .
What’s struggling?
Losing the touch
What’s next? 
Making cleaning manly
The Uber approach 
Make cleaning cool

THE CONSUMER
What you need to know
Everyone cleans
Younger men, older women key house cleaners
Significant amount of time spent on cleaning
Not everyone seems clear on what clean means
Personal and social sharing key cleaning info sources
Balancing cleanliness against convenience
Responsibility for cleaning the house
Men are cleaning
Figure 12: Housecleaning responsibility, by gender and age, March 2016
Parents bear the burden – But older kids help
Figure 13: Housecleaning responsibility, by age of children in the household, March 2016
Asians most likely to share responsibility 
Figure 14: Housecleaning responsibility, by race/Hispanic origin, March 2016
Time spent cleaning 
More than four hours spent every week 
Figure 15: Time spent cleaning, March 2016
Younger men spend the most time cleaning
Figure 16: Time spent cleaning, by age and gender, March 2016
Time spent rises with income 
Figure 17: Time spent cleaning, by household income, March 2016
Hispanics clean the longest
Figure 18: Time spent cleaning, by race and Hispanic origin, March 2016
Housecleaning behaviors 
Consumers stick to the products they know
Figure 19: Housecleaning behaviors, March 2016
Younger consumers the most open to new products 
Figure 20: Housecleaning behaviors, by gender and age, March 2016
Figure 21: Housecleaning behaviors, by gender and age, March 2016 (continued) 
Parents of young children the most engaged with cleaning
Figure 22: Housecleaning behaviors, by age of children in the home, March 2016
Figure 23: Housecleaning behaviors, by age of children in the home, March 2016 (continued)
Signals of clean by room type
Appearances count 
Figure 24: What it means to be clean, March 2016
Younger men not sure what it means to be clean?
Figure 25: What it means to be clean, select factors, by age and gender, March 2016 
Figure 26: What it means to be clean, select factors, by age and gender, March 2016 (continued)
Parents need reassurance to know things are clean
Figure 27: What it means to be clean, select factors, by presence of children in the home, March 2016
Figure 28: What it means to be clean, select factors, by presence of children in the home, March 2016 (continued)
Blacks focus on appearances 
Figure 29: What it means to be clean, select factors, by race/Hispanic origin, March 2016
Figure 30: What it means to be clean, select factors, by race/Hispanic origin, March 2016 (continued)
Sources of cleaning tips and ideas
Recommendations are key
Figure 31: Sources of cleaning tips and ideas, March 2016
Younger men particularly interested in online information
Figure 32: Sources of cleaning tips and ideas, by gender and age, March 2016
Figure 33: Sources of cleaning tips and ideas, by gender and age, March 2016 (continued)
Hispanics embrace social
Figure 34: Sources of cleaning tips and ideas, by race and Hispanic origin, March 2016
Figure 35: Sources of cleaning tips and ideas, by race and Hispanic origin, March 2016 (continued)
Attitudes toward housecleaning
People aspire to keep their home clean
Figure 36: Attitudes toward housecleaning, March 2016
Young men actually enjoy cleaning house
Figure 37: Attitudes toward housecleaning, any agree, by gender and age, March 2016
Figure 38: Attitudes toward housecleaning, any agree, by gender and age, March 2016 (continued)
Affluent consumers more concerned about saving time
Figure 39: Attitudes toward housecleaning, any agree, by household income, March 2016
Figure 40: Attitudes toward housecleaning, any agree, by household income, March 2016 (continued)
Urban dwellers particularly house-proud
Figure 41: Attitudes toward housecleaning, any agree, by area, March 2016
Figure 42: Attitudes toward housecleaning, any agree, by area, March 2016 (continued)
Cluster analysis 
Cluster methodology
Figure 43: Housecleaning clusters, March 2016
Cluster 1: Basic Cleaners 
Cluster 2: Convenience Cleaners
Cluster 3: Natural Cleaners
Cluster 4: Appearance Cleaners
Figure 44: Housecleaning responsibility, by target groups, March 2016 
Figure 45: Time spent cleaning, by target groups, March 2016
Figure 46: Housecleaning behaviors, by target groups, March 2016 
Figure 47: Housecleaning behaviors, by target groups, March 2016 (continued)
Figure 48: Sources of cleaning tips and ideas, by target groups, March 2016
Figure 49: Sources of cleaning tips and ideas, by target groups, March 2016 (continued)

APPENDIX

RESEARCH METHODOLOGY

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