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Cleaning the House - US - May 2019

Cleaning the House - US - May 2019

"While Americans are leading busier lives than ever before, they continue to carve out more time for cleaning, reflecting the value they place on maintaining a clean and neat living space and the benefits it provides. Generational shifts and societal changes are altering how consumers are approaching caring for the home, underscoring opportunities for product development and marketing that goes beyond highlighting functionality."

- Rebecca Cullen, Household Care Analyst

This Report looks at the following areas:

Demographic shifts set to alter category participation
Young men see chores as their responsibility, 35-44 year olds the sweet spot
Adults cleaning more often and for more than disease prevention
Routine, convenience, cost still drive shopping, usage behaviors
Ethical and plastic concerns have stronger impact on behavior, usage
Natural alternatives will meet health-focused cleaning needs


TOC available on request

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