Consumers come Clean… Air fresheners, Green cleaners and efficacy continue to drive the Household Care market Dust and stains remain unavoidable adversaries for consumers worldwide. It’s not surprising, therefore, that they spend a significant amount of time trying to keep homes fresh and clean. In Nielsen’s new Global Survey examining home cleaning habits, nearly one-third of global respondents (31%) said they clean every day, but cultural tradition, product availability, innovation and financial considerations mean that the tools of the trade are different around the world. Today, 44% of respondents said the female head of household does the majority of cleaning, while 17% of respondents said men do the majority of cleaning. Globally, 28% said house cleaning is a shared responsibility between the two heads of the household. Responsibility for product purchasing largely mirrors who is doing the cleaning—with even greater female influence. More than half of global respondents (51%) said the female head of household buys the majority of cleaning products, 23% said it’s a shared responsibility and slightly fewer (21%) said the male head of household is 14 Spray November 2016 Ava Caridad, Editorial Director responsible for the majority of purchasing. “The perception that home care is only women’s work is inaccurate,” said Sarah Peters, Nielsen Global Business Partner. “The female head of household remains a key stakeholder in the cleaning process in many homes, but as more men play an active role in housework, marketing strategies need to reflect a more balanced approach— from product innovations to marketing messages. This will require a deeper understanding of how each gender approaches the task of cleaning and where gaps in current offerings may exist.” Where to shop? Modern retailers come out on top in every region as the place to purchase cleaning products, according to Nielsen. Seventy-seven percent of global respondents said they purchased household cleaning products from a large retail chain (such as a mass merchandiser or hypermarket) in the past 12 months.
Spray November 2016
To see the actual publication please follow the link above