power point

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