Automotive products continue to be popular purchases across demographic lines. By Ava Caridad, Editor The average age of cars on the road is at a record high of 11 years, according to market research firm Mintel. Consumers who own older cars are interested in different types of automotive cleaning products than new-car buyers (deep cleaning products such as scratch removers, for example). Given that these consumers are likely putting off of buying a new car for cost reasons, they may be less likely to pay for a professional car wash as well, relying on at-home cleaning products. However, there is little difference between household income groups regarding how often they clean their vehicles at home. According to Mintel, this demonstrates that car washing is a universal activity, as both luxury and used cars get dirty. However, consumers of different income levels will likely be interested in different products: luxury cars may need additional polish for more detailed cleaning; used cars may need restoration products for older paintwork. Blame it on the kids… Households with young children are one of the most opportune markets for auto cleaning product manufacturers. The difference in interior cleaning product purchasing behavior between families with children and those without children is significant: approximately 39% of respondents with no children under 18 did not purchase any cleaning products, as compared to just 21% of those with children, said Mintel. Factors at play include the increased mess caused by children (and family pets), as well as a change in lifestyle brought on by being a parent—a possible increase in the number of vehicles, more frequent use of vehicles and a need to save on expenses (such as a trip to a professional car wash), etc. Consumers aged 18-24 (who are likely buying their first car and learning to care for it) were more likely than other age groups to purchase interior cleaning products, including air freshener sprays (45%) and carpet cleaner (34%). Washing car interiors at home, using store-bought products, is the most common and least-expensive auto cleaning activity. Cleaning at home may also be a leisure activity that families can share together on weekends, a factor that is supported by Mintel data that indicates 50% of vehicle owners say “cleaning the car/truck is a good family exercise.” Cleaning Vehicles Inside & Out Whether considered a “leisure activity” or not, cleaning vehicles is a necessary task. To help, Empack Spraytech Inc. launched its new emzone Rim Cleaner August 2013 Spray 13
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