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US Cleaning the House Research Share 2014

Most up-to-date research on "Cleaning the House - US - June 2014" to its huge collection of research reports.

Housecleaners may be looking to simplify their approach to housecleaning, but a clean and healthy home is still an important goal. Brands can uncover new opportunities for growth by helping housecleaners clean effectively in every room of the house and encouraging more family members to get involved.

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Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary
Most do at least some cleaning, devote almost four hours a week to it
Figure 1: Time spent cleaning, by gender and age, March-April 2014
Overall, housecleaners inclined to clean as they go
Figure 2: Overall approach: a little at a time vs top-to-bottom cleaning, by time spent cleaning the house, March-April 2014
Heavier cleaners more likely to prefer specialized cleaning products
Figure 3: Overall approach: multipurpose vs specialized, by time spent cleaning the house, March-April 2014
Heavy housecleaners motivated by more than just dirt and grime
Figure 4: Attitudes toward home care, agree strongly, by amount of time spent cleaning the house, March-April 2014
Cleaning approaches vary by task
Figure 5: Approach to different cleaning tasks, March-April 2014
What it means to be clean differs by room of the house
Figure 6: Cues for having cleaned enough, top three selections, kitchen and bathroom, March-April 2014
Figure 7: Cues for having cleaned enough, top three selections, bedroom and living/family room, March-April 2014
What we think

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Issues and Insights
Opportunities for more cleaning, room by room
The issues
The implications
How can kids be encouraged to do more cleaning?
The issues
The implications
How can brands clean up with smaller households?
The issues
The implications

Trend Application
Trend: Minimize Me
Trend: Mood to Order
Trend: FSTR HYPR

Market Overview
Household surface cleaners
Slow growth, but opportunities for products that enable easy, effective cleaning
Figure 8: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2008-18
Convenience and ease drive segment shifts
Figure 9: Sales of household surface cleaners, by segment, 2011 and 2013
Declining use of most labor-intensive cleaners reflects shift in habits
Figure 10: Household usage of surface cleaners, 2008-13
Vacuum cleaners
Market regains momentum, but sales still below their 2008 level
Figure 11: Total US sales and fan chart forecast of vacuum cleaners, at current prices, 2008-18
Handling issues prominent on list of vacuum cleaner complaints
Figure 12: Problems with vacuum cleaners, July 2013
Pet owners and allergy sufferers a key market for added features
Figure 13: Willing to pay more for added features and services, by pet ownership and presence of allergy/asthma sufferers in household, July 2013

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Market Drivers
Time spent on housework declined just slightly between 2003 and 2012
Gender gap in housework narrows modestly
Figure 14: Time spent daily on housework, minutes, 2003-12
More households, but households getting smaller
Figure 15: Households, by presence of own children, 2003-13
Figure 16: Household size, 2003-13
Growing influence of Hispanic market
Figure 17: Households with own children, by race and Hispanic origin of householder, 2013
Figure 18: Population, by race and Hispanic origin, 2009-19

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