Household Cleaning TrendTracker 2014 focuses on changes in the household cleaning habits and practices of Americans that are having – and will continue to have -- a profound impact on the housewares industry. Published by A.J. Riedel, Sr. Partner of Riedel Marketing Group. A.J. has been tracking the trends that impact the housewares industry for more than a decade.

1. HOUSEHOLD CLEANING
TRENDTRACKER 2014
Riedel Marketing Group

2. Table of Contents
ABOUT THE TRENDS
WHY WE CONDUCT THE SURVEY WITH THE HOMETREND INFLUENTIALS PANEL
HOMETREND INFLUENTIALS PANEL DEMOGRAPHCS
HOW WE GATHER THE DATA
 Changes in the frequency of household cleaning compared to a year ago.
 Reasons for changes in frequency of household cleaning.
 Changes in the types of household cleaning supplies or equipment being used.
 Incidence of use of natural cleaning agents (such as baking soda and vinegar).
 Changes in the frequency of use of natural cleaning agents compared to a year ago.
 Frequency of purchase of household cleaning and/or laundry products that have fewer or no
chemicals, perfumes or dyes; and products that allow consumer to use less household cleaning
chemicals.
 Incidence of do-it-yourself/home-made household cleaning products and laundry detergent.
APPENDICES
– About the author
– About Riedel Marketing Group
– Riedel Marketing Group contact info

3. About the Trends
 Household Cleaning TrendTracker 2014 focuses on longer term attitudinal and
behavioral trends and changes in household cleaning activities that are having –
and will continue to have -- a profound impact on the housewares industry. When
consumers make changes in their home-related habits and practices, their needs
change – and the types of housewares products they buy and use change.
Housewares manufacturers ignore these trends at their own peril. They run the risk of
missing out on new growth opportunities, falling behind more trend-savvy competitors,
and eventually going the way of the buggy whip makers who failed to adjust to a new
trend that made their product obsolete.
 Because we focus on the gradual shifts in consumer attitudes and behaviors, the major
trend themes that we track and monitor don’t typically change dramatically from
year to year. The drivers or underlying trends that impact consumer attitudes and
behaviors do not come and go in a year or two. For example, as they have for the past
several years, the economy, mobile technology, and social media are still driving
changes in consumer attitudes and behaviors.
 We also track major overarching trends because these trends are profoundly
changing what consumers buy, how they get information, and how they make purchase
decisions. These trends impact every company in the housewares industry and require
housewares manufacturers to take a hard look at how they develop and market
products.
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4. Why We Conduct the Survey with the Hometrend
Influentials Panel
 HomeTrend Influentials are home owners who like their homes to look up-
to-date and like to keep their fingers on the pulse of what is new for the
home. They are constantly redecorating and making improvements to their
homes. They enjoy talking with their family, friends, and co-workers about
what’s new for the home and they are sought out by friends and family for
advice on what to buy for their homes and what to do to their homes. They
are very active in community, civic, and political activities. They readily try
new food, household cleaning, laundry, and housewares products that they
see advertised or in stores and they eagerly recommend the products that
they really like to others.
 HomeTrend Influentials pick up on new home-related trends and embrace
new home goods much sooner than the rest of the U.S. population. As
such, these influential consumers are the bellwether for predicting changes
in the behaviors, habits and practices, and attitudes of mainstream
Americans. If HIPsters embrace a new product, very likely it is going to be
embraced by mainstream Americans within a couple of years. If HIPsters
reject a new product, very likely the product is not going to be embraced by
mainstream Americans either.
4

5. HomeTrend Influentials Panel Demographics
 Female: Although 5% of the HIPsters are male, the panel skews
predominantly female.
 Early to mid 40's: Although a few are over 55 years of age, 20% of
HomeTrend Influentials Panel members are between the ages of 25 to 34
years old, 39% are between 35 to 44 years old years of age, and 31% are
between the ages of 45 and 54.
 Middle/upper class: 34% of HomeTrend Influentials Panel members have
household incomes of less than $100,000, 37% have household incomes
of between $100,000 and $150,000, and 28% have household incomes of
more than $150,000.
 Employed: More than three quarters of HomeTrend Influential Panel
members are in workforce. Two thirds of those in the workforce are
employed full-time.
 Married: 87% of the HIPsters are married.
 Children living at home: 57% HomeTrend Influentials Panel members have
children at home.
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6. How We Gather the Data
 The primary source of insight used to identify the major trends of 2014 was
primary consumer research conducted by Riedel Marketing Group with
the company’s proprietary HomeTrend Influentials Panel (HIP).
 Three in-depth online surveys were conducted with the HomeTrend
Influentials Panel in October 2013.
 In addition to conducting primary consumer research with the HomeTrend
Influentials Panel, we glean insight from an array of other resources
including business publications, other market research companies and
consultants, and trade associations.
 Household Cleaning TrendTracker 2014 is written and edited by RMG
Senior Partner A.J. Riedel, a highly regarded marketing authority,
forecaster of consumer trends, and advisor to many housewares
companies. Riedel has been tracking housewares and home goods trends
since 1999.
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7. Americans are spending about the same amount of
time on household cleaning as they have the past
couple of years.
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013
The amount of time HomeTrend Influentials are spending on household cleaning has held
fairly steady over the past three years.
More time now Less time now No change

8. The factors that impact the amount of time Americans
spend on household cleaning include the desire to
have a cleaner more organized home, the amount of
time available, and the number and ages of children
living at home.
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40%
33%
27%
20%
13%
7%
0% 10% 20% 30% 40% 50%
I have less time so less will get
done
I have fewer children at home
and/or my children are neater
I've hired cleaning help so that I
don't have to do the cleaning
I'm more organized and I have
more storage space and storage
solutions
My house is smaller
I've decided to let my house be a
bit messier
Among the 12% of HomeTrend Influentials
who spending less time on household
cleaning than they were last year, 40%
have less time and 33% have fewer
children at home.
50%
43%
29%
14%
14%
0% 10% 20% 30% 40% 50% 60%
I'm trying to do more thorough cleaning
I'm trying to get more organized and/or
clean out my stuff
I have more time to clean so more
cleaning will get done
I stopped my cleaning service/help and am
now doing the cleaning myself
Children
Among the 11% of HomeTrend Influentials
who spending more time on household
cleaning than they were last year, 50% are
trying to do more thorough cleaning and
43% are trying to get more organized.

9. Even though most women tend to stick with tried-and-
true cleaning techniques, they seek and share advice
on cleaning products and techniques.
Although 94 percent of all women say they still use many of the cleaning
techniques they’ve previously learned, they still look to others for
advice. Overall, 72 percent of women look to family members, 53 percent
look to friends, 41 percent seek help online and 29 percent ask colleagues for
advice. Many women give cleaning advice too, with 35 percent saying that
friends and family often come to them for their opinions on cleaning products
and techniques.
Source: https://www.scjohnson.com/en/press-room/press-releases/10-26-2010/Scrubbing-Bubbles-Dirty-Work-
Index-Reveals-the-Real-Dirt.aspx
“
”
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10. More and more Americans are avoiding household
cleaning and laundry products that contain chemicals ...
38% 41%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013
The percent of HomeTrend Influentials who
always purchase household cleaning and/or
laundry products that have fewer or no
chemicals has been steadily rising over the
past three years.
Never/almost never Sometimes Always/almost always
35% 37%
51%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013
The percent of HomeTrend Influentials who
always purchase household cleaning and/or
laundry products that contain no perfumes
or dyes has been steadily rising over the
past three years.
Never/almost never Sometimes Always/almost always
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11. … are using natural cleaning agents such as baking
soda and vinegar
Yes
83%
No
17%
83% of HomeTrend Influentials use natural
cleaning agents (such as baking soda and
vinegar) to clean their home and clothing.
Less often
2%
About the
same
67%
More
often
31%
31% of HomeTrend Influentials are using
natural cleaning agents more often than
they did a year ago.
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12. … are making their own household cleaning products
and/or laundry detergent.
26%
33%
16% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013
Almost half of HomeTrend Influentials
make their own household cleaning
products at least some of the time.
Never or almost never Sometimes Always or Almost Always
3% 10%
7% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013
14% of HomeTrend Influentials make their
own laundry detergent at least some of
the time.
Never or almost never Sometimes Always or Almost Always
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13. Demand for household cleaning tools that don’t require
the use of chemicals is holding steady.
28%
38%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013
The percent of HomeTrend Influentials who always purchase products such as steam
floor mops or hand steamers that allow them to use less chemicals when they clean their
home or clothing has held fairly steady over the past three years.
Never/almost never Sometimes Always/almost always
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14. APPENDICES
14

15. About the Author
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A.J. Riedel, Senior Partner of Riedel Marketing
Group (RMG), is a highly regarded marketing
authority in the housewares industry, the top
forecaster of housewares trends, and an
advisor to many housewares companies. A.J.
has 24 years of experience and an excellent
track record in the housewares industry. Her
knowledge and understanding encompasses
market dynamics, channels of distribution,
housewares consumers, and trends impacting
the industry, and marketing issues in the
housewares industry.

16. About Riedel Marketing Group
For over 22 years, Riedel Marketing Group (RMG) has been providing housewares
companies with market and consumer data and insight that helps them make informed
product and marketing decisions with confidence. Housewares manufacturers, ranging
from large Fortune 500 corporations to smaller privately owned companies, seek our
expertise. Past and current clients include Cuisinart, Jarden, Newell Rubbermaid,
Progressive International, Chef’N, Jokari, Dexas, Bradshaw International, and the
International Housewares Manufacturers Association (IHA).
 Specializes Exclusively In Housewares: RMG is the only market research
company that specializes exclusively in the housewares industry.
 Knowledgeable about Housewares Industry: I understand market dynamics,
channels of distribution, consumers, history and trends, and marketing issues.
 Expertise in Research and Analysis: I have extensive experience with online
surveys, product concept tests, market and competitive assessments, and home-use
tests.
 Actionable Insight: I answer not just the “what” questions but also the “so what”
(what are the ramifications of the data) and “now what” (what do we do as a result of this
study) questions.
 Proprietary Consumer Panel: RMG is the only market research company with a
proprietary housewares-focused Market Research Online Community (MROC).
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17. Riedel Marketing Group Contact Information
 602-840-4948
 5327 E. Pinchot Ave., Phoenix AZ 85018
 ajr@4rmg.com
 www.4rmg.com
 www.twitter.com/AJRat4RMG
 http://www.linkedin.com/company/riedel-marketing-group
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