With the hours of daylight increasing and spring only just around the corner, now is a good time for suppliers of household cleaning products to focus on encouraging shoppers to think about giving their home a spring clean. In the current economic environment, with incomes being squeezed and fears growing of a rise in interest rates, consumers will be reluctant to splash out money on their homes. Spring cleaning offers a way of revitalising the home without too much expense.

Mintel’s Cleaning the House, January 2011report shows three quarters of Brits get satisfaction from seeing their home clean and tidy, over half prefer it to be clean and tidy all of the time, but four in ten are sometimes embarrassed by the state of their home. The desire for clean and tidy home surroundings is therefore strong, but often cleaning tasks get neglected due to busy lifestyles. High-performance cleaning products that get jobs done quickly need to be the focus of ‘spring cleaning’ marketing.

2006

2007

2008

2009

2010

% point change

%

%

%

%

%

2006-2010

I really care about the house being clean

79

78

77

76

78

-1

Housework gives me a certain satisfaction

59

60

60

59

61

+2

I often try new household cleaning products

29

30

29

29

29

-

My house is often in a mess

28

28

28

28

26

-2

I loathe doing any form of housework

21

21

21

21

21

-

Personal Care Market

Our personal care team uses that in-depth knowledge to put Mintel’s consumer research in category context to show you the coming trends and tell you what they mean.

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