The Future of Home Hygiene & Clothing Care Occasions

Publication Date	December 2007
Publisher	Datamonitor
Product Type	Report
Pages	67
ISBN Number	not applicable
Product Code	DAT09101

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Summary

Introduction

Cleaning the home and laundering clothes are not enjoyable tasks for most consumers. As a result, Europeans and Americans are adopting short cuts to minimize the amount of time and the occasions they spend doing domestic chores. With changing gender roles, the proportion of household occasions accounted for by women is declining, but they still account for the majority (around 65%) of occasions

Scope

Comprehensive laundry and household care market data by country market at the overall and per capita level.
Quantitative occasions data modeled from Datamonitor's proprietary consumer surveys highlighting national and gender differences.
Insights into the social and lifestyle trends that will affect the household care markets.
Detailed action points offering practical strategies and examples of recent innovative marketing campaigns.

Highlights

Italian and Spanish consumers are the most house-proud with the average adult consumer cleaning their homes around 4 times a week. Italians spent US$76.5 on household and laundry products in 2006, but this was well below UK consumers who spent in excess on US$100 on such items.

Gender equalization of household care occasions is the lowest in Spain with males. Spanish males accounted for the lowest proportion of household care occasions among the countries analyzed in the report.

Of all domestic chores, consumers dislike ironing the most, but they are doing it more often. Ironing occasions are becoming shorter in terms of time spend but occur with greater frequency as consumers iron clothes as and when required. The incidence of outsourcing the ironing task remains low this is true of all household care tasks.

Reasons to Purchase

Explore regional and national differences with quantitative market and occasion data to plan for future developments.
Gain insight into changing consumer preferences and behaviors that will affect the strategic direction of the laundry and household care markets.
Explore in-depth analysis of new products launched globally, and action points that highlight existing best practice and new opportunities.

Content

Executive Summary
- The Overall Household Care Market Is Mature And Shows Modest Growth
- Home Hygiene And Laundry Care Occasions Are Declining In Frequency After Previous Growth
- Personal Appearance Still Matters, With The Number Of Laundry Occasions Growing In Some Countries
- The Slow Move To Gender Equality Is Shaping Household And Laundry Occasions
- Outsourcing Currently Represents A Small Proportion Of Laundry Occasions
The Future Decoded
- Trend: The Overall Household Care Market Is Mature And Shows Modest Growth
- Market Growth Is Forecast To Be Relatively Similar Across All Countries In The Next Five Years
- Spanish And Uk Consumers Spend The Most On Household And Laundry Care Products On A Per Capita Basis
- The Household Products' Market Is Growing Faster Than The Laundry Care Market
- The Laundry Care Market Is Stable With Little Growth
- Population Change Is The Key Growth Driver In The Laundry Care Market
- Trend: Home Hygiene And Laundry Care Occasions Are Declining In Frequency Following Previous Growth
- Home Cleaning Occasions Between 2006 And 2011 Are Expected To Decline In Frequency
- Clothes Washing Occasions Show A Varied Pattern Of Growth And Decline
- Changes In Work And Society Are Affecting Clothes Washing Occasion Dynamics
- French, Italian And Us Clothes Washing Occasions Are Showing The Highest Growth
- The Frequency Of Hand Washing Clothes Is Expected To Show Only Moderate Growth
- Tumble Drying Occasions Follow A Similar Pattern To Clothes Washing By Machine
- Consumers Are Not Changing Their Dry Cleaning Habits Significantly At Present
- Consumers' Launderette Usage Occasions Have The Potential To Define The Future Of Laundry Occasions
- Insight: Per Capita Occasions Show Consumers Are Less Concerned About Home Cleaning
- Consumers Are House Proud But This Does Not Significantly Drive Household Cleaning
- The Decline In Per Capita Household Cleaning Occasions Is Forecast To Continue Over The Next Five Years
- Insight: Personal Appearance Still Matters, With Laundry Occasion Numbers Growing In Some Countries
- Large Drum Washing Machines And Smoking Bans Partly Explain Falling Clothes Washing Occasions
- Hand Washing Occasions Numbers Should Remain Stable
- In Some Countries, Consumers Are Using The Tumble Dryer Less Frequently
- Ironing Is The Most Disliked Household Care Task, But Consumers Are Doing It More Often
- Consumers' Use Of Dry Cleaning Remains Stable
- Consumers' Launderette Usage Is Expected To Remain Flat In The Immediate Future
- Laundrette Occasion Dynamics Are Likely To Change More Steeply
- Insight: The Slow Move To Gender Equality Is Shaping Household And Laundry Occasions
- Men Have Been Playing A More Active Role In Home Cleaning But Are From Perfect
- Most Men Are Using The Washing Machine More Frequently
- Men Do A Surprisingly Large Share Of Clothes Hashing By Hand
- Tumble Dryer Gender Usage Variances Mirrors That Of Washing Machines
- Ironing Is More Gender-Neutral Because Of The Changing Manner In Which Consumers Approach The Task
- Dry Cleaning Occasions Are Dominated By Male Consumers
- Women Are Less Likely To Use Launderettes Than Males
- Insight: Outsourcing Currently Represents A Small Proportion Of Laundry Occasions
- Clothes Washing Is Outsourced Less Than One Might Expect
- Ironing Is One Task For Which Outsourcing May Increase Substantially
- Conclusions
- The Market For Products Used In Cleaning The Home And Clothing Is A Stable And Mature
- Changes In Workplace Norms, As Well As Financial And Ecological Concerns, Are Expected To Impact Future Laundry Care Occasions
- Arguably The Biggest Change In Consumer Behaviours Is The Increasing Share Of Domestic Chores Being Carried Out By Men
- Despite An Inherent Dislike Of Household Chores, Consumers Are Reluctant To Outsource Such Tasks
Action Points
- Action: Connect With Younger Adults To Gain Brand Loyalty
- Help Young Adults Become More Domesticated With Practical Products
- Connect With Young Adults Using Fun Engagements
- Action: Explore New Eco-Friendly Formulation Opportunities
- Formulate Low Impact Cleansers To Alleviate Asthma Symptoms
- Action: Offer Higher Value, More Effective And More Convenient Solutions To Help Compensate For Declining Household Care Occasions
- Action: Place Graphic Instructions On The Front Of All Household Products
- Action: Incorporate Fragrance Into All Household And Laundry Products To Promote Consumers' Well-Being
Appendix
- Additional Data
- Definitions
- Methodology
- Further Reading And References
- Ask The Analyst
- Datamonitor Consulting
- Disclaimer
List Of Tables
- Table 1: Household And Laundry Products Market Value (Us$ M), Us & Europe, 2001-2011
- Table 2: Per Capita Adult (18+) Household And Laundry Products Market Value (Us$), Us & Europe, 2001-2011
- Table 3: Household Products Market Value (Us$ M), Us & Europe, 2001-2011
- Table 4: Per Capita Adult (18+) Household Products Market Value (Us$), Us & Europe, 2001-2011
- Table 5: Laundry Products Market Value (Us$ M), Us & Europe, 2001-2011
- Table 6: Per Capita Adult (18+) Laundry Products Market Value (Us$), Us & Europe, 2001-2011
- Table 7: Overall Weekly Home Cleaning Occasions By Country, Us & Europe, 2001-2011
- Table 8: Weekly Clothes Washing Occasions By Machine And Country, Us & Europe, 2001-2011
- Table 9: Overall Weekly Clothes Washing Occasions By Hand (Millions), By Country, Us & Europe, 2001-2011
- Table 10: Weekly Tumble Drying Occasions By Country (Millions), Us & Europe, 2001-2011
- Table 11: Overall Ironing Weekly Occasions By Country (Millions), Us & Europe, 2001-2011
- Table 12: Weekly Dry Cleaning Occasions By Country, Us & Europe, 2001-2011
- Table 13: Weekly Launderette Occasions By Country Us & Europe, 2001-2011
- Table 14: Weekly Per Capita Home Cleaning Occasions By Country, Us & Europe, 2001-2011
- Table 15: Per Capita Adult (18+) Clothes Washing By Machine Weekly Occasions By Country, Us & Europe, 2001-2011
- Table 16: Per Capita Clothes Washing By Hand Weekly Occasions By Country, Us & Europe, 2001-2011
- Table 17: Per Capita Tumble Drying Weekly Occasions By Country, Us & Europe, 2001-2011
- Table 18: Per Capita Ironing Weekly Occasions By Country, Us & Europe, 2001-2011
- Table 19: Per Capita Dry Cleaning Weekly Occasions By Country, Us & Europe, 2001-2011
- Table 20: Per Capita Launderette Usage Weekly Occasions By Country, Us & Europe, 2001-2011
- Table 21: Per Capita Home Cleaning Weekly Occasions By Country And Gender, Us & Europe, 2001-2011
- Table 22: Proportion (%) Of Weekly Per Capita Home Cleaning Occasions By Country And Gender, Us & Europe, 2001-2011
- Table 23: Weekly Per Capita Clothes Washing Occasions By Machine, By Country And Gender, Us & Europe, 2001-2011
- Table 24: Proportion (%) Of Per Capita Clothes Washing By Machine Weekly Occasions By Country And Gender, Us & Europe, 2001-2011
- Table 25: Per Capita Weekly Hand Washing Clothing Occasions, By Country And Gender, Us & Europe, 2001-2011
- Table 26: Proportion (%) Of Per Capita Clothes Washing By Hand Weekly Occasions By Country And Gender, Us & Europe, 2001-2011
- Table 27: Per Capita Tumble Drying Weekly Occasions By Country And Gender, Us & Europe, 2001-2011
- Table 28: Proportion (%) Of Per Capita Tumble Drying Weekly Occasions By Country And Gender, Us & Europe, 2001-2011
- Table 29: Per Capita Ironing Weekly Occasions By Country And Gender, Us & Europe, 2001-2011
- Table 30: Proportion (%) Of Weekly Per Capita Ironing Occasions By Country And Gender, Us & Europe, 2001-2011
- Table 31: Weekly Per Capita Dry Cleaning Occasions, By Country And Gender, Us & Europe, 2001-2011
- Table 32: Proportion (%) Of Weekly Per Capita Dry Cleaning Occasions By Country And Gender, Us & Europe, 2001-2011
- Table 33: Per Capita Launderette Usage Weekly Occasions By Country And Gender, Us & Europe, 2001-2011
- Table 34: Proportion (%) Of Per Capita Launderette Usage Weekly Occasions By Country And Gender, Us & Europe, 2001-2011
- Table 35: Proportion Of Outsourced Clothes Washing By Gender, Us & Europe, 2006
- Table 36: Proportion Of Outsourced Ironing By Gender, Us & Europe, 2006
List Of Figures
- Figure 1: Many Diverse Factors Affect The Household Care Market
- Figure 2: Laundry Appliance Ownership By Country, Us & Europe, 2006
- Figure 3: Informal Dress Codes In Business Will Reduce The Need For Dry Cleaning
- Figure 4: Ironing Occasions Will Decline If New Washing Machine Technology Proves Popular
- Figure 5: Changing Consumer Preferences Could Radically Alter Laundry Care Product Marketing
- Figure 6: Gender Share Of Overall Home Cleaning Occasions, Us & Europe, 2006
- Figure 7: Gender Share Of Clothes Washing By Machine, Us & Europe, 2006
- Figure 8: Gender Share Of Clothes Washing By Hand, Us & Europe, 2006
- Figure 9: Gender Share Of Tumble Drying, Us & Europe, 2006
- Figure 10: Gender Share Of Ironing, Us & Europe, 2006
- Figure 11: Gender Share Of Dry Cleaning, Us & Europe, 2006
- Figure 12: Gender Share Of Launderette Usage, Us & Europe, 2006
- Figure 13: The Swash Store Is Another Innovative Procter & Gamble Marketing Initiative In Laundry Care
- Figure 14: Festival-Based Initiatives Can Even Be Applied To Laundry Brands
- Figure 15: Supermarket Shelves Will Surely Contain Many More Such Eco Products In Future
- Figure 16: Leave-To-Work Products Have The Potential To Boost The Number Of Cleaning Occasions
- Figure 17: Graphical Instructions On Cleaning Products Have Many Consumer Benefits
- Figure 18: Natural Concept Aromas In Household Products Fit Well With Consumers' Preferences
- Figure 19: Gender Share Of Household And Laundry Tasks, France, 2006
- Figure 20: Gender Share Of Household And Laundry Tasks, Germany, 2006
- Figure 21: Gender Share Of Household And Laundry Tasks, Italy, 2006
- Figure 22: Gender Share Of Household And Laundry Tasks, Netherlands, 2006
- Figure 23: Gender Share Of Household And Laundry Tasks, Spain, 2006
- Figure 24: Gender Share Of Household And Laundry Tasks, Sweden, 2006
- Figure 25: Gender Share Of Household And Laundry Tasks, Uk, 2006
- Figure 26: Gender Share Of Household And Laundry Tasks, Us, 2006