Market Study: Cleaning the House Market - 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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Table of Content

Scope and Themes

What you need to know

Definition

Data sources

Consumer survey data

Advertising creative

Abbreviations and terms

Abbreviations

Terms

Executive Summary

A little less than five hours a week spent on cleaning

Figure 1: Time spent cleaning the house, by gender and age, February 2013

Cleaning more likely to happen a little at a time than all at once

Figure 2: General housecleaning approach: a little at a time vs. thorough, top-to-bottom cleaning, by time spent cleaning, February 2013

Approaches vary from task to task

Figure 3: Approach to various cleaning tasks, February 2013

Consumers prioritize cleaning performance over other product attributes

Figure 4: Importance of cleaning product qualities, February 2013

Combination of visible and invisible cues signal sufficient cleaning

Figure 5: Signals for having cleaned enough, February 2013

Strong emotional motivations for housecleaning and care

Different interpretations of the link between a clean home and health

Figure 6: General home care attitudes, strongly agree, February 2013

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