Report Buyer, the online destination for business intelligence for major industry sectors, has now added a new report on the developing market for home improvements and cleaning across Europe. Changing Attitudes to Home Hygiene: From House-Proud To Carefree Consumers - Understanding the needs and lifestyles influencing household care behavior, outlines the main features of this expanding market.

Currently Britons pay more for their homes, are more likely to renovate and spend more on cleaning products than their European counterparts. With house prices continuing to climb in the UK consumers are showing that this trend is likely to continue as they create a comfortable space in which to think and relax. However, with house prices growing across Western Europe this trend should catch on there.

The rise in property prices is significant. Many consumers tend to feel richer as they see their major asset appreciating in value. As a result they are more likely to spend their extra cash on it. The kitchen and the bathroom are the two rooms most likely to be renovated with some 15% of Britons professing to renovate every 1 to 2 years.

Similarly, home hygiene spend is growing as consumers seek more effective and convenient products to preserve the quality of their household living environment. Britain is top of the pile with a per capita spend of £24 on cleaning but other European countries are not far behind. Innovative products which help to make this quicker and easier for consumers should compliment and expand the existing market.

This report provides an overview of the growing market for home renovation and hygiene throughout Europe. It includes details from a Datamonitor Consumer Survey which shows how often European consumers renovate their kitchens and bathrooms. It also outlines the per capita spending on home hygiene products by market country.

Report Buyer product ID: DAT03929