Cleaning the house ResearchMoz US - june 2013

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Housecleaning is a time-consuming but emotionally satisfying task that consumers view as important not only in making their homes presentable but also in keeping their families healthy. While housecleaners express interest in products that make cleaning faster and more efficient, they are more likely to prioritize cleaning effectiveness.

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Cleaning the house ResearchMoz US - june 2013

  1. 1. Cleaning the House - US - June 2013Housecleaning is a time-consuming but emotionally satisfying task that consumers view as important not onlyin making their homes presentable but also in keeping their families healthy. While housecleaners expressinterest in products that make cleaning faster and more efficient, they are more likely to prioritize cleaningeffectiveness.table Of Contentscope And Themeswhat You Need To Knowdefinitiondata Sourcesconsumer Survey Dataadvertising Creativeabbreviations And Termsabbreviationstermsexecutive Summarya Little Less Than Five Hours A Week Spent On Cleaningfigure 1: Time Spent Cleaning The House, By Gender And Age, February 2013cleaning More Likely To Happen A Little At A Time Than All At Oncefigure 2: General Housecleaning Approach: A Little At A Time Vs. Thorough, Top-to-bottom Cleaning, ByTime Spent Cleaning, February 2013approaches Vary From Task To Taskfigure 3: Approach To Various Cleaning Tasks, February 2013consumers Prioritize Cleaning Performance Over Other Product Attributesfigure 4: Importance Of Cleaning Product Qualities, February 2013combination Of Visible And Invisible Cues Signal Sufficient Cleaningfigure 5: Signals For Having Cleaned Enough, February 2013strong Emotional Motivations For Housecleaning And Caredifferent Interpretations Of The Link Between A Clean Home And Healthfigure 6: General Home Care Attitudes, Strongly Agree, February 2013what We Thinkissues And InsightsCleaning the House - US - June 2013
  2. 2. what Motivates Consumers To Clean The House?quick And Easy Vs. Thorough And Regularhousecleaning And Health Closely Associatedcould Marketers Encourage Men To Do A Greater Share Of The Cleaning?trend Applicationstrend: Life Hackingtrend: The Unfairer Sexmintel Futures: Old Goldmarket Overviewhousehold Surface Cleanerscategory Sales Stuck In Low Gear, But New Products Show Potentialfigure 7: Total U.s. Retail Sales Of Household Surface Cleaners, At Current Prices, 2007-17figure 8: Total U.s. Retail Sales Of Household Surface Cleaners, At Inflation-adjusted Prices, 2007-17fan Chart Forecastfigure 9: Total U.s. Retail Sales And Fan Chart Forecast Of Household Surface Cleaners, At Current Prices,2007-17household Cleaning Equipmentcleaning Tools/mops/brooms Sets Mostly Negative Tone For Total Categorysaving Money, Time, And Effortwhat’s Next?figure 10: Total U.s. Retail Sales Of Household Cleaning Equipment At Current Prices, 2007-17figure 11: Total U.s. Retail Sales Of Household Cleaning Equipment At Inflation-adjusted Prices, 2007-17fan Chart Forecast Of Household Cleaning Equipmentfigure 12: Total U.s. Sales Of Household Cleaning Equipment Fan Chart Forecast With Best- And Worst-caseScenarios, 2007-17market Driverstime Spent On Housework Declined Just Slightly Between 2003 And 2011gender Gap In Housework Continues To Narrowfigure 13: Time Spent Daily On Housework, Hours, 2003-11number Of Households Increases, But Households With Kids Declinesfigure 14: Households, By Presence Of Children, 2002-12average Household Size Edges Downfigure 15: Number Of People In Household, 2002-12growing Influence Of Hispanic Marketfigure 16: Households With Own Children, By Race And Hispanic Origin Of Householder, 2012figure 17: Population, By Race And Hispanic Origin, 2008-18connection Between Housecleaning And Health Growing StrongerCleaning the House - US - June 2013
  3. 3. dog And Cat Ownership Ticks Upfigure 18: Dog And Cat Ownership, 2008-12innovations And Innovatorsoverviewsc Johnson Smart Twist: All-in-one And Specialized At The Same Timewindex Kitchen And Bathroom Touch-up Cleaners Keep Cleaning Within Reachlysol Power & Free Balances Effectiveness And Safety Claimsswiffer Adds Power To Convenience With Mr. Cleanmarketing Strategieslysol “healthing” Campaign Rebrands Cleaning As Keeping Family Healthyfigure 19: Lysol “stop Just Cleaning, Start Healthing” Tv Ad, 2013figure 20: Lysol “perfuming Vs. Healthing” Tv Ad, 2013for Natural Brands, Healthy Means Toxin-freeseventh Generation “campaign For A Toxin-free Generation”ology “formulated To Be Free Of Harmful Chemicals”swiffer Shifts Emphasis From Time-savings To Cleaning Effectivenessfigure 21: Swiffer “dump Your Old Mop” Tv Ad, 2013pine-sol Emphasizes No-nonsense Cleaning Power And Expertisefigure 22: Pine-sol “all-new Dirt Snugger” Tv Ad, 2013time Spent Cleaning The Housekey Pointsa Little Less Than Five Hours A Week Spent On Cleaningwomen Spend More Time Cleaning Than Men; Gap Widest At 55+figure 23: Time Spent Cleaning The House, By Gender And Age, February 2013higher Income Consumers Devote Less Time To Housecleaningfigure 24: Time Spent Cleaning The House, By Household Income, February 2013more Time Spent Cleaning In Larger Householdsfigure 25: Time Spent Cleaning The House, By Household Size, February 2013changes In Amount Of Time Spent Housecleaningkey Pointsconsumers Slightly More Likely To Report An Increase In Cleaning Timefigure 26: General Housecleaning Approach: Less Time Vs. More Time, February 2013young Adults, Especially Women, More Likely To Increase Cleaning Timefigure 27: General Housecleaning Approach: Less Time Vs. More Time, By Gender And Age, February 2013increasing Household Size Brings Increase In Cleaning TimeCleaning the House - US - June 2013
  4. 4. figure 28: General Housecleaning Approach: Less Time Vs. More Time, By Household Size, February 2013overall Approach To Cleaningkey Pointscleaning More Likely To Happen A Little At A Time Than All At Oncefigure 29: General Housecleaning Approach: A Little At A Time Vs. Thorough, Top-to-bottom Cleanings, ByTime Spent Cleaning, February 2013most Don’t Follow A Set Cleaning Schedulefigure 30: General Housecleaning Approach: Clean When I Have The Time Vs. Schedule Time To Clean,February 2013more Likely To Keep The House Clean Than Let It Get Messy Before Cleaningfigure 31: General Housecleaning Approach: Waiting Until Things Get Messy Vs. Keeping Home CleanMost Of The Time, By Time Spent Cleaning, February 2013approach To Different Cleaning Taskskey Pointskitchen, Bathroom, Toilet Get Most Constant And Thorough Cleaningoven, Upholstery, Fabrics, Windows Least Likely To Get Regular Cleaningvacuuming, Mopping, Sweeping, And Dusting Occupy A Middle Groundfigure 32: Approach To Various Cleaning Tasks, February 2013women Considerably More Likely To Give The Kitchen Constant Cleanupfigure 33: Approach To Cleaning The Kitchen, By Gender And Age, February 2013kitchens In Larger Households More Likely To Get Constant Cleanupfigure 34: Approach To Cleaning The Kitchen, By Household Size, February 2013opportunity To Increase Frequency Of Toilet Cleaning Among Young Adultsfigure 35: Approach To Cleaning The Toilet, By Gender And Age, February 2013vacuuming, Floor Mopping/sweeping More Frequent In Larger Householdsfigure 36: Approach To Vacuuming The Floors, By Household Size, February 2013figure 37: Approach To Mopping/sweeping Floors, By Household Size, February 2013window Cleaning Not A Priority For Any Group, Especially Women 55z+figure 38: Approach To Cleaning Windows, By Gender And Age, February 2013multipurpose Cleaners Vs. Specialized Cleanerskey Pointsmultipurpose Cleaners Preferred Over Specialized Productsfigure 39: General Housecleaning Approach: Multipurpose Cleaning Products Vs. Specialized Products,February 2013lighter Cleaners More Likely To Favor Multipurpose Productsfigure 40: General Housecleaning Approach: Multipurpose Cleaning Products Vs. Specialized Products, ByTime Spent Cleaning, February 2013Cleaning the House - US - June 2013
  5. 5. importance Of Cleaning Product Qualitieskey Pointsconsumers Prioritize Cleaning Performance Over Other Product Attributesfigure 41: Importance Of Cleaning Product Qualities, By Gender And Age, February 2013heaviest Cleaners More Interested In Effectiveness Than Speedfigure 42: Importance Of Cleaning Product Qualities, By Time Spent Cleaning, February 2013what It Means To Be Clean: Cues For Having Cleaned Enoughkey Pointscombination Of Visible And Invisible Cues Signal Sufficient Cleaningrestoring Or Maintaining A Sense Of Order In The Homefigure 43: Signals For Having Cleaned Enough, By Gender And Age, February 2013heavier Cleaners Rely More On Invisible Cues, Less On Superficialfigure 44: Signals For Having Cleaned Enough, By Time Spent Cleaning, February 2013attitudes Toward Home Carekey Pointsstrong Emotional Motivations For Housecleaning And Caredifferent Interpretations Of The Link Between A Clean Home And Healthmany Housecleaners Value Convenience More Than Perfectionfigure 45: General Home Care Attitudes, February 2013women More Deeply Engaged In Home Care Than Menfigure 46: General Home Care Attitudes, By Gender And Age, February 2013more Time Spent Cleaning Reflects Deeper Care And Engagementfigure 47: General Home Care Attitudes, By Time Spent Cleaning, February 2013impact Of Race And Hispanic Originkey Pointshispanics Devote More Time To Housecleaning Than Other Groupsfigure 48: Time Spent Cleaning The House, By Race/hispanic Origin, February 2013black And Hispanic Consumers More Likely To Do Top-to-bottom Cleaningsfigure 49: General Housecleaning Approach: A Little At A Time Vs. Thorough, Top-to-bottom Cleaning, ByTime Spent Cleaning, By Race/hispanic Origin, February 2013hispanics Likely To Give Their Kitchens Constant Cleanupsfigure 50: Approach To Cleaning The Kitchen, By Race/hispanic Origin, February 2013black And Hispanic Consumers Place Emphasis On Bathroom Cleaningfigure 51: Approach To Cleaning The Bathroom, By Race/hispanic Origin, February 2013disinfection, Scent, Eco-friendliness Important To Blacks, HispanicsCleaning the House - US - June 2013
  6. 6. figure 52: Importance Of Cleaning Product Qualities, By Race/hispanic Origin, February 2013black And Hispanic Consumers Especially Engaged In Housecleaningfigure 53: General Home Care Attitudes, By Race/hispanic Origin, February 2013household Care Segmentation – Cluster Analysisfigure 54: Household Care Segments, February 2013super Cleanersdemographicshousehold Care Attitudesapproach To Cleaning The Houseopportunitydisengagedsdemographicshousehold Care Attitudesapproach To Cleaning The Houseopportunityeasy Greensdemographicshousehold Care Attitudesapproach To Cleaning The Houseopportunityhousehold Care Segment Characteristic Tablesfigure 55: General Home Care Attitudes, Strongly Agree, By Household Care Segments, February 2013figure 56: General Home Care Attitudes, Any Agree, By Household Care Segments, February 2013figure 57: Time Spent Cleaning The House, By Household Care Segments, February 2013figure 58: General Housecleaning Approach: Less Time Vs. More Time, By Household Care Segments,February 2013figure 59: General Housecleaning Approach: A Little At A Time Vs. Thorough, Top-to-bottom Cleaning, ByHousehold Care Segments, February 2013figure 60: General Housecleaning Approach: Clean When I Have The Time Vs. Schedule Time To Clean, ByHousehold Care Segments, February 2013figure 61: General Housecleaning Approach: Waiting Until Things Get Messy Vs. Keeping Home CleanMost Of The Time, By Time Spent Cleaning, By Household Care Segments, February 2013figure 62: Approach To Cleaning The Toilet, By Household Care Segments, February 2013figure 63: Approach To Cleaning The Bathroom, By Household Care Segments, February 2013figure 64: Approach To Cleaning The Kitchen, By Household Care Segments, February 2013figure 65: Approach To Cleaning Windows, By Household Care Segments, February 2013figure 66: Approach To Cleaning The Oven, By Household Care Segments, February 2013figure 67: Approach To Vacuuming The Floors, By Household Care Segments, February 2013figure 68: Approach To Mopping/sweeping Floors, By Household Care Segments, February 2013figure 69: Approach To Polishing/dusting Items, By Household Care Segments, February 2013figure 70: Approach To Cleaning Upholstery/fabrics, By Household Care Segments, February 2013Cleaning the House - US - June 2013
  7. 7. figure 71: General Housecleaning Approach: Multipurpose Cleaning Products Vs. Specialized Products, ByHousehold Care Segments, February 2013figure 72: Importance Of Cleaning Product Qualities, By Household Care Segments, February 2013figure 73: Signals For Having Cleaned Enough, By Household Care Segments, February 2013household Care Segment Demographic Tablesfigure 74: Household Care Segments, By Demographic, February 2013household Care Segmentation Methodologycustom Consumer Groupspresence Of Kids Increases Cleaning Time For Both Men And Womenfigure 75: Time Spent Cleaning The House, By Gender And Presence Of Children In Household, February2013women, With Or Without Kids, More Likely To Clean The Kitchen Constantlyfigure 76: Approach To Cleaning The Kitchen, By Gender And Presence Of Children In Household, February2013presence Of Young Kids Impacts Dads’ Approach To Toilet Cleaningfigure 77: Approach To Cleaning The Bathroom, By Gender And Presence Of Children In Household,February 2013kids Have A Bigger Impact On Men’s Cleaning Attitudes Than Women’sfigure 78: General Home Care Attitudes, By Gender And Presence Of Children In Household, February 2013appendix – Other Useful Consumer Tablesapproach To Cleaning The Toiletfigure 79: Approach To Cleaning The Toilet, By Gender And Age, February 2013figure 80: Approach To Cleaning The Toilet, By Household Income, February 2013figure 81: Approach To Cleaning The Toilet, By Household Size, February 2013approach To Cleaning The Bathroomfigure 82: Approach To Cleaning The Bathroom, By Gender And Age, February 2013figure 83: Approach To Cleaning The Bathroom, By Household Income, February 2013figure 84: Approach To Cleaning The Bathroom, By Household Size, February 2013figure 85: Approach To Cleaning The Bathroom, By Time Spent Cleaning, February 2013approach To Cleaning The Kitchenfigure 86: Approach To Cleaning The Kitchen, By Household Income, February 2013approach To Cleaning Windowsfigure 87: Approach To Cleaning Windows, By Household Income, February 2013figure 88: Approach To Cleaning Windows, By Household Size, February 2013figure 89: Approach To Cleaning Windows, By Time Spent Cleaning, February 2013approach To Cleaning The Ovenfigure 90: Approach To Cleaning The Oven, By Gender And Age, February 2013figure 91: Approach To Cleaning The Oven, By Household Income, February 2013figure 92: Approach To Cleaning The Oven, By Time Spent Cleaning, February 2013Cleaning the House - US - June 2013
  8. 8. approach To Vacuuming The Floorsfigure 93: Approach To Vacuuming The Floors, By Gender And Age, February 2013figure 94: Approach To Vacuuming The Floors, By Household Income, February 2013figure 95: Approach To Vacuuming The Floors, By Time Spent Cleaning, February 2013approach To Mopping/sweeping Floorsfigure 96: Approach To Mopping/sweeping Floors, By Gender And Age, February 2013figure 97: Approach To Mopping/sweeping Floors, By Household Income, February 2013figure 98: Approach To Mopping/sweeping Floors, By Time Spent Cleaning, February 2013approach To Dustingfigure 99: Approach To Polishing/dusting Items, By Gender And Age, February 2013figure 100: Approach To Polishing/dusting Items, By Household Income, February 2013figure 101: Approach To Polishing/dusting Items, By Time Spent Cleaning, February 2013approach To Cleaning Upholstery/fabricsfigure 102: Approach To Cleaning Upholstery/fabrics, By Gender And Age, February 2013figure 103: Approach To Cleaning Upholstery/fabrics, By Household Income, February 2013figure 104: Approach To Cleaning Upholstery/fabrics, By Household Size, February 2013figure 105: Approach To Cleaning Upholstery/fabrics, By Time Spent Cleaning, February 2013importance Of Cleaning Product Qualitiesfigure 106: Importance Of Cleaning Product Qualities, By Household Income, February 2013figure 107: Importance Of Cleaning Product Qualities, By Household Size, February 2013what It Means To Be Clean: Cues For Having Cleaned Enoughfigure 108: Signals For Having Cleaned Enough, By Household Income, February 2013attitudes Toward Home Carefigure 109: General Home Care Attitudes, Any Agree, By Gender And Age, February 2013figure 110: General Home Care Attitudes, Any Agree, By Household Income, February 2013figure 111: General Home Care Attitudes, Any Agree, By Household Size, February 2013figure 112: General Home Care Attitudes, Any Agree, By Time Spent Cleaning, February 2013figure 113: General Home Care Attitudes, Strongly Agree, By Household Income, February 2013figure 114: General Home Care Attitudes, Strongly Agree, By Household Size, February 2013appendix – Trade AssociationsResearchMoz(http://www.researchmoz.us/) is the one stop online destination to find and buy market researchreports & Industry Analysis. We fulfill all your research needs spanning across industry verticals with ourhuge collection of market research reports. We provide our services to all sizes of organizations and across allindustry verticals and markets. Our Research Coordinators have in-depth knowledge of reports as well aspublishers and will assist you in making an informed decision by giving you unbiased and deep insights onwhich reports will satisfy your needs at the best price.Contact:M/s Sheela,90 State Street,Cleaning the House - US - June 2013
  9. 9. Suite 700,Albany NY - 12207United StatesTel: +1-518-618-1030USA - Canada Toll Free 866-997-4948Email: sales@researchmoz.usWebsite: http://www.researchmoz.us/Cleaning the House - US - June 2013

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