Changing Attitudes to Home Hygiene

Content

• Chapter 1 Executive Summary
  • The hot topic
  • The future decoded
  • Action points
• Chapter 2 The Future Decoded
  • Introduction
  • TREND: People have more living space than ever before
  • House sizes are increasing across much of Europe and the US
  • The average household size is shrinking
  • TREND: House proud consumers are spending more on their homes
  • Consumers are increasingly renovating their homes
  • Home hygiene product spend is growing
• Insight: Consumer Attitudes To Household Zones Are Evolving
  • The kitchen is becoming the 'hub' of the home
  • Wellness trends affect how household zones are used
  • Consumers wish to create a sensory environment in their homes through fragrance
• Insight: Consumers Are Spending Less Time On Household Chores
  • Work-life imbalance leaves consumers with less time to devote to housework
  • US and European consumers clean once a week on average
  • Ironing is typically done once a week
  • Growth of labor saving home hygiene product formats reflects consumer mentalities
  • Paid housekeepers are becoming more common
• Insight: Women Still Have The Largest Role To Play In Home Hygiene Consumption And Usage
  • Men are doing more household chores than ever before
  • Women are still the foremost figures in managing home hygiene in terms of time spend
  • Tweens and Teens spend little time on housework
• Insight: Consumers Have Wide Ranging Concerns And Dislikes About Household Chores
  • Consumers' least favorite chores varies by continent
  • Americans and Northern Europeans find housework irritating and time-consuming, Southern Europeans find it boring
  • Dust mites are the most common air quality concern, but cooking smells are also deemed problematic
• Insight: Health And The Environment Plays A Major Role In Household Care
  • Consumers are choosing household materials and appliances because of hygiene concerns
  • Pets are a particular concern to consumers in keeping the home hygienic
  • Ethical consumerism is increasingly becoming important to consumers of home hygiene
• Insight: Product Efficacy Is Still The Key Desire Of Consumers Of Home Hygiene Products
  • Consumers see home hygiene products as problem solving devices
  • Consumers can be wary of scientific claims which can effect trust
  • Conclusions
• Chapter 3 Action Points
  • Introduction
  • ACTION: Make efficacy, convenience and ethics the center of all innovation
  • Promote efficacy with informative, credential driven advertising
  • Develop and communicate products with time-saving credentials
  • Invest in making products more ethical and environmentally friendly
  • ACTION: Target women as the primary users of home hygiene products
  • Recognise gender differences in home hygiene needs
  • Support the empowerment of women with societal marketing
  • Target female friendly media
  • ACTION: Adopt a strategy to engage consumers in home hygiene consumption
  • Promote sensory-enjoyment attributes in home hygiene products
  • Try and create enjoyment associations around your brand and cleaning in general
  • ACTION: Develop relevant co-branded relationships to leverage your position in the market
• Chapter 4 Appendix
  • Supplementary data
  • Definitions
  • Research methodology
  • How to contact experts in your industry
• List Of Tables
  • Table 1: Average house size (square meters) by country, 2001-2011
  • Table 2: Average number of occupants, by country, 2001-2011
  • Table 3: Total number of owner occupied houses as a percentage of total houses, 2001-2011
  • Table 4: Consumer survey: % of respondents who reported renovating the kitchen every 1-2 years or 3-5 years
  • Table 5: Consumer survey: % of respondents who reported renovating the bathroom every 1-2 years or 3-5 years
  • Table 6: Consumer survey: % of respondents who reported using their home for entertaining more in 2006
  • Table 7: Per capita and overall European and US home hygiene products market by country, 2001, 2006, 2011
  • Table 8: Household products per capita value consumption (US$) by category, by country, 2006
  • Table 9: Per capita value consumption (US$) of air fresheners, by segment, by country, 2001-2011
  • Table 10: Consumer survey: frequency by which European and US consumers clean their homes, by country, 2006
  • Table 11: Consumer survey: frequency of ironing by European and US consumers (&% respondents), 2006
  • Table 12: Consumer survey: weekly time spent on household chores by European and US men (% respondents), by country, 2006
  • Table 13: Time spent on housework (minutes) daily, US & Europe, 2005
  • Table 14: Consumer survey: weekly time spent on household chores by European and US women (% respondents), by country, 2006
  • Table 15: Consumer survey: time spent on household chores per week by European and US Tweens and Teens aged 10-18 (% respondents), by country, 2006
  • Table 16: Consumer survey: least preferred household chores in Europe and the US (% respondents), by country, 2006
  • Table 17: Consumer survey: reason for European and US consumers disliking household chores (%respondents), by country, 2006
  • Table 18: Consumer survey: main factors affecting air quality in European and US homes (% respondents), by country, 2006
  • Table 19: Total number of houses with ducted cooling systems, by country, 2000-2010
  • Table 20: Consumer survey: the top 3 flooring materials adopted by European and US consumers, by room, 2006
  • Table 21: Consumer survey: the top 3 reasons for choosing a particular flooring type among, by room, Europe & US 2006
  • Table 22: Number of pets per capita, by country, by pet, 2006
  • Table 23: Consumer survey: the extent that consumers have bought ethical or socially-responsible grocery items in the period July 2005-July 2006
  • Table 24: European and US consumer and industry opinion concerning the influence of various factors on (re)gaining consumer trust
  • Table 25: The top 15 package tags on all home hygiene products released in the 6 month period June 2006 to November 2006
  • Table 26: Percentage of women in the workforce in Europe and the US, by country, 2001-2011
• List Of Figures
  • Figure 1: Growth in home hygiene products will remain strongest in Spain, but is stabilizing in the US
  • Figure 2: The nature of how consumers care for their homes is changing
  • Figure 3: Structural factors such as rising home ownership, house prices and home improvement spend all serve to create a demand for more premium, feature-preserving household care products
  • Figure 4: House prices have risen steeply over the past 5 years
  • Figure 5: European and US consumers perceive their homes both as a place of safety and a retreat from the outside world
  • Figure 6: Growth in home hygiene will remain strongest in Spain, but is stabilizing in the US
  • Figure 7: UK consumers spend the most on home hygiene products while growth in per capita consumption of household products has been stronger in Europe than the US
  • Figure 8: Future kitchens will defy conventional concepts of design and what kind of lifestyle activities occur in the room
  • Figure 9: The bathroom is a zone consumers increasingly associate with wellness
  • Figure 10: Time-saving products are important to US and European consumers which explains why convenience attributes are fundamental to home hygiene product offerings
  • Figure 11: Per capita value consumption of automatic dishwasher tablets now exceeds that of hand washing products in many countries
  • Figure 12: Spanish consumers have the highest number of paid housekeepers
  • Figure 13: Women spend more time cleaning the homes than men
  • Figure 14: With a trend towards open-plan room design consumers will be even more concerned about cooking smells affecting air quality
  • Figure 15: Pet ownership – of which fish accounts for the highest proportion – is highest in the US and Italy
  • Figure 16: Spanish consumers reported the largest increase in the purchase of ethically focused groceries in 2006
  • Figure 17: Many European and US consumers do not trust product claims
  • Figure 18: There is a clear link between home hygiene consumer insight and how manufacturers should target consumers in the future
  • Figure 19: Making efficacy, convenience and ethics the centre of all innovations is the key to future success in household care
  • Figure 20: Efficacy-driven marketing is influenced by product formulation
  • Figure 21: There are many communication cues that can shape consumers' perceptions of efficacy
  • Figure 22: There are many ways to offer convenience to consumers
  • Figure 23: More than 50% of European and US consumers are willing to pay extra for time-saving products and services
  • Figure 24: Although ease of cleaning is a desirable feature of tiled floors in Italy, Italian consumers demand very thorough products
  • Figure 25: Using images of nature on packaging is one of many possible actions for embracing environmentally friendly products
  • Figure 26: Themes of sociability/connectedness are important in targeting women
  • Figure 27: Women more frequently tell others about the products they consume
  • Figure 28: Two phases characterize successful viral and word of mouth campaigns
  • Figure 29: Sensory marketing tactics such as these can help engage consumers with home hygiene products