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US Black Consumers And Household Products 2014: Market Trends and Forecast

Maintaining a clean home is important to Black consumers. A clean home is direct reflection of what others think about them, and a clean home means a healthy family. Black consumers are all about prevention, and rely on products that have ingredients to help remove germs and odors. Blacks teach their children early in life to do their part of chores around the house.

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Table of Content

Scope and Themes

What you need to know

Definition

Data sources

Consumer survey data

Expenditure data

Abbreviations and terms

Abbreviations

Terms

Executive Summary

The market

Figure 1: Black household expenditures for household cleaning and paper products, at current prices, 2008-13

The consumer

Attitudes toward home cleaning

Attitudes toward household cleaning products

Figure 2: Blacks’ attitudes toward cleaning and household products, November 2013

Attitudes toward organic and sustainable products

Household cleaning product usage

Figure 3: How household uses household cleaners, by race/Hispanic origin, July 2012-September 2013

Attitudes toward doing laundry

Figure 4: Role image plays in laundry for Black consumers, November 2013

Laundry habits and practices

Figure 5: The role products have on laundry habits and practices for Black consumers, November 2013

Attitudes toward laundry products

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Issues and Insights

Black consumers are more likely to be germaphobes

The issues

The implications

Blacks want natural products, but can they give up scent?

The issues

The implications

Parents involve their children with chores at an early age. What can marketers do to help?

Trend Application

Inspire Trend: Edutainment

Inspire Trend: Factory Fear

Mintel Futures: Generation Next

Expenditures and Category Usage

Key points

Blacks spent nearly $4 billion on household products in 2013

Figure 8: Black household expenditures for household cleaning and paper products, at current prices, 2008-13

Fewer Blacks buy facial tissue than other paper products

Figure 9: Blacks’ purchase of household paper products, November 2013

More Blacks aged 45-54 buy laundry and cleaning products

Attitudes Toward Home Cleaning

Key points

Blacks spend less time cleaning their home, but clean more frequently

Figure 11: Amount of time spent cleaning the house in a typical week, by race/Hispanic origin, February 2013

Blacks are significantly more likely to constantly clean their bathroom

Figure 12: Approach to cleaning bathroom, by race/Hispanic origin, February 2013

Figure 13: Approach to cleaning the toilet, by race/Hispanic origin, February 2013

The kitchen is a major area of focus for a clean home

Figure 14: Approach to cleaning the kitchen, by race/Hispanic origin, February 2013

Blacks more likely to dedicate time to doing cleaning around the house

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Attitudes Toward Household Cleaning Products

Key points

Time-saving, antibacterial, scented products win over Blacks

Figure 17: Importance of household surface cleaner attributes, by race/Hispanic origin, August 2013

Black kids learn to clean early – Teaches responsibility, cleanliness, independence

Figure 18: Blacks’ attitudes toward cleaning and household products, November 2013

Figure 19: Blacks’ attitudes toward cleaning, by age, November 2013

Paranoia of germs drives what they buy and other cleaning behaviors

Figure 20: Blacks’ Attitudes toward sanitizing and germs, November 2013

Scent is a key factor in what they buy and indicates a clean home

Attitudes Toward Organic and Sustainable Products

Key points

Cost is a barrier to purchasing organic or natural cleaning products

Figure 23: Impact cost has on Blacks’ use of organic or environmentally friendly household cleaning products, November 2013

Blacks are concerned about harmful effects of household cleansers

Figure 24: Blacks’ attitudes toward natural or organic products, November 2013

Natural products more effective than homemade concoctions

Figure 25: Blacks’ opinions of efficacy of natural or organic products compared to standard products, November 2013

There’s a strong opportunity among men for natural products

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