Cleaning House in America : Cleaning House in America Consumer Specialty Products Association May 11, 2006


Cleaning Quotes: Cleaning Quotes “I’m 18 years behind in my ironing. There’s no use doing it now, it doesn’t 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


What We’re Watching: What We’re Watching Lifestyle trends impacting household cleaning What is “cleaning” today? Who’s doing the housework? Current product likes and dislikes Top trends in cleaning products Top trends in home design


Lifestyle Trends: Lifestyle Trends SAVING TIME


Lifestyle Trends: Lifestyle Trends SAVING TIME


Lifestyle Trends: Lifestyle Trends HEALTHY HOME


Lifestyle Trends: Lifestyle Trends HOME DECORATING & REMODELING


Lifestyle Trends: Lifestyle Trends COOKING & MEAL PREPARATION


Lifestyle Trends: Lifestyle Trends INTEREST IN TECHNOLOGY


Technology Facts: 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


What is “Cleaning”?: What is “Cleaning”?


Time Spent Cleaning: Time Spent Cleaning 39% spend 1 - 3 hours/week 28% spend 3 - 5 hours/week 14% spend 5 - 7 hours/week


Speed Cleaning: Speed Cleaning


Spring Cleaning: Spring Cleaning


When Consumers “Spring” Clean: When Consumers “Spring” Clean 37% Twice per year 27% Once per year 22% 3-4 times per year


What Is Spring Cleaning?: 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


Who’s Doing the Housework? : Who’s Doing the Housework?


Who’s Doing the Housework: Who’s Doing the Housework


Top Chores by Women: Top Chores by Women Laundry Making beds/changing linens Overall tidying up Cooking Dusting Cleaning bathroom Vacuuming/washing floors


Top Chores by Men: Top Chores by Men Taking out the trash Cleaning the car (in and out) Sorting bundling (recycling) Cleaning up/caring for pets Washing windows


Top Chores by Kids: Top Chores by Kids Taking out the trash Washing/drying dishes Cleaning up/caring for pets Sweeping and vacuuming


Top Chores by Cleaning Service: Top Chores by Cleaning Service Dusting Washing windows Washing/waxing floors Cleaning bathroom/toilet Cleaning car


Chores Wish Could Get To : Chores Wish Could Get To 75% Cleaning/organizing closets 61% Cleaning behind furniture 60% Dusting blinds 54% Cleaning curtains/drapes 52% Washing windows


Chores Consumers Don’t Care About: Chores Consumers Don’t Care About 31% Washing windows 20% Ironing 19% Cleaning behind furniture 18% Polishing floors/furniture 17% Cleaning/organizing the garage


Today’s Cleaning Product Choices: Today’s Cleaning Product Choices


Cleaning Product Attributes: Cleaning Product Attributes #1 Performance #2 Price #3 Convenience #4 Scent or fragrance #5 Ingredients and safety #6 Packaging #7 Brand


What They Like About Current Cleaning Products: What They Like About Current Cleaning Products 40% Easy to use 33% Pleasant scent 30% Affordable 29% Fast working 24% Work as expected


What They Dislike About Current Cleaning Products: What They Dislike About Current Cleaning Products 56% Don’t work as claimed 48% Too expensive 46% Chemical smells/fumes 39% Don’t work as expected 25% Not environmentally friendly


Brand Loyalty: Brand Loyalty


Will They Switch?: Will They Switch? 36% Very likely 45% Somewhat likely Why They Switch? 45% for a coupon 17% because of price


National vs. Supermarket Brands: National vs. Supermarket Brands


Paying for Safer Products : Paying for Safer Products


Wish For Products That Would: 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


Cleaning Product Trend: Cleaning Product Trend CONVENIENCE


Cleaning Product Trend: Cleaning Product Trend FRAGRANCES


Products Where Scent is Key: Products Where Scent is Key Air Freshener Fabric Softener Laundry Detergent Bathroom Cleaners All-purpose Cleaners Dishwashing Liquids/Detergents Furniture Polish


Paying A Premium for Scent: Paying A Premium for Scent


Air Care Products: Air Care Products 27% Candles 23% Aerosol sprays 22% Plug-ins/battery (gels, oils, etc) 18% Other 10% Do not purchase


Air Care Products: Air Care Products MOST SATISIFED Candles Aerosol Sprays LEAST SATISFIED Evaporating Solids Carpet and Fabric Fresheners Potpourri


Problems with Air Fresheners: Problems with Air Fresheners 44% Scent didn’t last 11% Scent too strong 11% Scent didn’t remove odors 11% No problems


Where Air Fresheners Are Used: Where Air Fresheners Are Used 41% Bathroom 28% Whole house 11% Living room Other areas: kitchen, family room, bedroom, and car


Cleaning Product Trend: Cleaning Product Trend “OXI” CLEANERS


Cleaning Product Trend: Cleaning Product Trend “EARTH-FRIENDLY” CLEANERS


Cleaning Product Trend: Cleaning Product Trend ANTIBACTERIAL CLEANERS


Cleaning Product Trend: ROBOTICS Cleaning Product Trend


Cleaning Product Trend: Cleaning Product Trend FOCUS ON DESIGN


Home Design Trend: Home Design Trend LARGER, MORE OPEN FLOOR PLANS


Home Design Trend: Home Design Trend GROWTH OF BARE FLOORS


Home Design Trend: Home Design Trend UPSCALE, HI-TECH APPLIANCES


Home Design Trend: Home Design Trend THE NEW LAUNDRY ROOM


Home Design Trend: Home Design Trend MULTIPLE KITCHENS, LAUNDRY CENTERS


Home Design Trend: Home Design Trend MULTIPLE KITCHENS, LAUNDRY CENTERS


Home Design Trend: Home Design Trend NEW SURFACES


Home Design Trend: Home Design Trend SPA & HI-TECH BATHS


Home Design Trend: Home Design Trend OUTDOOR LIVING


Home Design Trend: Home Design Trend OUTDOOR LIVING


The GH Product: The GH Product