Cleaning House in America

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Cleaning House in America

• Consumer Specialty Products Association
• May 11, 2006

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Cleaning Quotes

• Im 18 years behind in my ironing. Theres no
  use doing it now, it doesnt fit anybody I
  know.
• - Phyllis Diller
• I will clean house when Sears comes out with a
  riding vacuum cleaner.
• - Roseanne Barr
• I think housework is the reason most women go to
  the office.
• - Heloise
• A husband is someone who takes out the trash and
  gives the impression he just cleaned the whole
  house. - Anonymous

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What Were Watching

• Lifestyle trends impacting household cleaning
• What is cleaning today?
• Whos doing the housework?
• Current product likes and dislikes
• Top trends in cleaning products
• Top trends in home design

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Lifestyle Trends

• SAVING TIME

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Lifestyle Trends

• SAVING TIME

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Lifestyle Trends

• HEALTHY HOME

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Lifestyle Trends

• HOME DECORATING REMODELING

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Lifestyle Trends

• COOKING MEAL PREPARATION

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Lifestyle Trends

• INTEREST IN TECHNOLOGY

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Technology Facts

• 81 are comfortable using technology
• 78 feel technology is helpful and provides
  enjoyment
• 56 say purchasing new technology is the best way
  to learn it

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What is Cleaning?
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Time Spent Cleaning

• 39 spend 1 - 3 hours/week
• 28 spend 3 - 5 hours/week
• 14 spend 5 - 7 hours/week

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Speed Cleaning
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Spring Cleaning
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When Consumers Spring Clean

• 37 Twice per year
• 27 Once per year
• 22 3-4 times per year

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What Is Spring Cleaning?

• 91 Donating/throwing out unwanted items
• 77 Washing windows
• 68 Launder curtains and comforters
• 68 Store/rotate seasonal clothes
• 60 Organize the garage/storage area

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Whos Doing the Housework?
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Whos Doing the Housework
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Top Chores by Women

• Laundry
• Making beds/changing linens
• Overall tidying up
• Cooking
• Dusting
• Cleaning bathroom
• Vacuuming/washing floors
  

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Top Chores by Men

• Taking out the trash
• Cleaning the car (in and out)
• Sorting bundling (recycling)
• Cleaning up/caring for pets
• Washing windows

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Top Chores by Kids

• Taking out the trash
• Washing/drying dishes
• Cleaning up/caring for pets
• Sweeping and vacuuming

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Top Chores by Cleaning Service

• Dusting
• Washing windows
• Washing/waxing floors
• Cleaning bathroom/toilet
• Cleaning car

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Chores Wish Could Get To

• 75 Cleaning/organizing closets
• 61 Cleaning behind furniture
• 60 Dusting blinds
• 54 Cleaning curtains/drapes
• 52 Washing windows

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Chores Consumers Dont Care About

• 31 Washing windows
• 20 Ironing
• 19 Cleaning behind furniture
• 18 Polishing floors/furniture
• 17 Cleaning/organizing the garage

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Todays Cleaning Product Choices
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Cleaning Product Attributes

• 1 Performance
• 2 Price
• 3 Convenience
• 4 Scent or fragrance
• 5 Ingredients and safety
• 6 Packaging
• 7 Brand

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What They Like About Current Cleaning Products

• 40 Easy to use
• 33 Pleasant scent
• 30 Affordable
• 29 Fast working
• 24 Work as expected

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What They Dislike About Current Cleaning Products

• 56 Dont work as claimed
• 48 Too expensive
• 46 Chemical smells/fumes
• 39 Dont work as expected
• 25 Not environmentally friendly

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Brand Loyalty
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Will They Switch?

• 36 Very likely
• 45 Somewhat likely

Why They Switch?

• 45 for a coupon
• 17 because of price

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National vs. Supermarket Brands
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Paying for Safer Products
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Wish For Products That Would

• Work better, faster, last longer on
• soap scum
• stain removal
• pet stains and odors
• Make surfaces shinier
• Make blinds easier to clean
• Keep dust away

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Cleaning Product Trend

• CONVENIENCE

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Cleaning Product Trend

• FRAGRANCES

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Products Where Scent is Key

• Air Freshener
• Fabric Softener
• Laundry Detergent
• Bathroom Cleaners
• All-purpose Cleaners
• Dishwashing Liquids/Detergents
• Furniture Polish

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Paying A Premium for Scent
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Air Care Products

• 27 Candles
• 23 Aerosol sprays
• 22 Plug-ins/battery (gels, oils, etc)
• 18 Other
• 10 Do not purchase

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Air Care Products

• MOST SATISIFED
• Candles
• Aerosol Sprays
• LEAST SATISFIED
• Evaporating Solids
• Carpet and Fabric Fresheners
• Potpourri

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Problems with Air Fresheners

• 44 Scent didnt last
• 11 Scent too strong
• 11 Scent didnt remove odors
• 11 No problems

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Where Air Fresheners Are Used

• 41 Bathroom
• 28 Whole house
• 11 Living room
• Other areas kitchen, family room, bedroom, and
  car

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Cleaning Product Trend

• OXI CLEANERS

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Cleaning Product Trend

• EARTH-FRIENDLY CLEANERS

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Cleaning Product Trend

• ANTIBACTERIAL CLEANERS

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Cleaning Product Trend

• ROBOTICS

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Cleaning Product Trend

• FOCUS ON DESIGN

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Home Design Trend

• LARGER, MORE OPEN FLOOR PLANS

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Home Design Trend

• GROWTH OF BARE FLOORS

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Home Design Trend

• UPSCALE, HI-TECH APPLIANCES

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Home Design Trend

• THE NEW LAUNDRY ROOM

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Home Design Trend

• MULTIPLE KITCHENS, LAUNDRY CENTERS

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Home Design Trend

• MULTIPLE KITCHENS, LAUNDRY CENTERS

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Home Design Trend

• NEW SURFACES

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Home Design Trend

• SPA HI-TECH BATHS

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Home Design Trend

• OUTDOOR LIVING

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Home Design Trend

• OUTDOOR LIVING

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The GH Product