HOUSEHOLD CLEANING

TRENDTRACKER 2014

Riedel Marketing Group

Table of ContentsABOUT THE TRENDS

WHY WE CONDUCT THE SURVEY WITH THE HOMETREND INFLUENTIALS PANEL

HOMETREND INFLUENTIALS PANEL DEMOGRAPHCS

HOW WE GATHER THE DATA Changes in the frequency of household cleaning compared to a year ago. Reasons for changes in frequency of household cleaning. Changes in the types of household cleaning supplies or equipment being used. Incidence of use of natural cleaning agents (such as baking soda and vinegar). Changes in the frequency of use of natural cleaning agents compared to a year ago. Frequency of purchase of household cleaning and/or laundry products that have fewer or no

chemicals, perfumes or dyes; and products that allow consumer to use less household cleaning chemicals.

Incidence of do-it-yourself/home-made household cleaning products and laundry detergent.

APPENDICES– About the author– About Riedel Marketing Group– Riedel Marketing Group contact info

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About the Trends Household Cleaning TrendTracker 2014 focuses on longer term attitudinal and

behavioral trends and changes in household cleaning activities that are having – and will continue to have -- a profound impact on the housewares industry. When consumers make changes in their home-related habits and practices, their needs change – and the types of housewares products they buy and use change. Housewares manufacturers ignore these trends at their own peril. They run the risk of missing out on new growth opportunities, falling behind more trend-savvy competitors, and eventually going the way of the buggy whip makers who failed to adjust to a new trend that made their product obsolete.

Because we focus on the gradual shifts in consumer attitudes and behaviors, the major trend themes that we track and monitor don’t typically change dramatically from year to year. The drivers or underlying trends that impact consumer attitudes and behaviors do not come and go in a year or two. For example, as they have for the past several years, the economy, mobile technology, and social media are still driving changes in consumer attitudes and behaviors.  

We also track major overarching trends because these trends are profoundly changing what consumers buy, how they get information, and how they make purchase decisions. These trends impact every company in the housewares industry and require housewares manufacturers to take a hard look at how they develop and market products.

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Why We Conduct the Survey with the Hometrend Influentials Panel

HomeTrend Influentials are home owners who like their homes to look up-to-date and like to keep their fingers on the pulse of what is new for the home. They are constantly redecorating and making improvements to their homes. They enjoy talking with their family, friends, and co-workers about what’s new for the home and they are sought out by friends and family for advice on what to buy for their homes and what to do to their homes. They are very active in community, civic, and political activities. They readily try new food, household cleaning, laundry, and housewares products that they see advertised or in stores and they eagerly recommend the products that they really like to others.

HomeTrend Influentials pick up on new home-related trends and embrace new home goods much sooner than the rest of the U.S. population. As such, these influential consumers are the bellwether for predicting changes in the behaviors, habits and practices, and attitudes of mainstream Americans. If HIPsters embrace a new product, very likely it is going to be embraced by mainstream Americans within a couple of years. If HIPsters reject a new product, very likely the product is not going to be embraced by mainstream Americans either.

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HomeTrend Influentials Panel Demographics

Female: Although 5% of the HIPsters are male, the panel skews predominantly female.

Early to mid 40's: Although a few are over 55 years of age, 20% of HomeTrend Influentials Panel members are between the ages of 25 to 34 years old, 39% are between 35 to 44 years old years of age, and 31% are between the ages of 45 and 54.

Middle/upper class: 34% of HomeTrend Influentials Panel members have household incomes of less than $100,000, 37% have household incomes of between $100,000 and $150,000, and 28% have household incomes of more than $150,000.

Employed: More than three quarters of HomeTrend Influential Panel members are in workforce. Two thirds of those in the workforce are employed full-time.

Married: 87% of the HIPsters are married. Children living at home: 57% HomeTrend Influentials Panel members have

children at home.

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How We Gather the Data

The primary source of insight used to identify the major trends of 2014 was primary consumer research conducted by Riedel Marketing Group with the company’s proprietary HomeTrend Influentials Panel (HIP).

Three in-depth online surveys were conducted with the HomeTrend Influentials Panel in October 2013.

In addition to conducting primary consumer research with the HomeTrend Influentials Panel, we glean insight from an array of other resources including business publications, other market research companies and consultants, and trade associations.

Household Cleaning TrendTracker 2014 is written and edited by RMG Senior Partner A.J. Riedel, a highly regarded marketing authority, forecaster of consumer trends, and advisor to many housewares companies. Riedel has been tracking housewares and home goods trends since 1999.

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Americans are spending about the same amount of time on household cleaning as they have the past couple of years.

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2011 2012 20130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

The amount of time HomeTrend Influentials are spending on household cleaning has held fairly steady over the past three years.

More time now Less time now No change

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The factors that impact the amount of time Americans spend on household cleaning include the desire to have a cleaner more organized home, the amount of time available, and the number and ages of children living at home.

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I have less time so less will get done

I have fewer children at home and/or my children are neater

I've hired cleaning help so that I don't have to do the cleaning

I'm more organized and I have more storage space and storage solutions

My house is smaller

I've decided to let my house be a bit messier

0% 10% 20% 30% 40% 50%

40%

33%

27%

20%

13%

7%

Among the 12% of HomeTrend Influentials who spending less time on household

cleaning than they were last year, 40% have less time and 33% have fewer chil-

dren at home.

I'm trying to do more thorough cleaning

I'm trying to get more organized and/or clean out my stuff

I have more time to clean so more cleaning will get done

I stopped my cleaning service/help and am now doing the cleaning myself

Children

0% 10%20%30%40%50%60%

50%

43%

29%

14%

14%

Among the 11% of HomeTrend Influentials who spending more time on household

cleaning than they were last year, 50% are trying to do more thorough cleaning and

43% are trying to get more organized.

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Even though most women tend to stick with tried-and-true cleaning techniques, they seek and share advice on cleaning products and techniques.

Although 94 percent of all women say they still use many of the cleaning techniques they’ve previously learned, they still look to others for advice.  Overall, 72 percent of women look to family members, 53 percent look to friends, 41 percent seek help online and 29 percent ask colleagues for advice. Many women give cleaning advice too, with 35 percent saying that friends and family often come to them for their opinions on cleaning products and techniques.

Source: https://www.scjohnson.com/en/press-room/press-releases/10-26-2010/Scrubbing-Bubbles-Dirty-Work-Index-Reveals-the-Real-Dirt.aspx

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More and more Americans are avoiding household cleaning and laundry products that contain chemicals ...

2011 2012 20130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

38% 41%50%

The percent of HomeTrend Influentials who always purchase household cleaning and/or laundry products that have fewer or no chemicals has been steadily rising

over the past three years.

Never/almost never Sometimes Always/almost always

2011 2012 20130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

35% 37%51%

The percent of HomeTrend Influentials who always purchase household cleaning and/or laundry products that contain no perfumes or dyes has been steadily rising

over the past three years.

Never/almost never Sometimes Always/almost always

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… are using natural cleaning agents such as baking soda and vinegar

Yes83%

No17%

83% of HomeTrend Influentials use natural cleaning agents (such as baking soda and vinegar) to clean their home and clothing.

Less often2%

About the same67%

More often31%

31% of HomeTrend Influentials are using natural cleaning agents more often than

they did a year ago.

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… are making their own household cleaning products and/or laundry detergent.

2012 20130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

26% 33%

16% 15%

Almost half of HomeTrend Influentials make their own household cleaning products at least some of the time.

Never or almost never SometimesAlways or Almost Always

2012 20130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

3% 10%7% 4%

14% of HomeTrend Influentials make their own laundry detergent at least some of the

time.

Never or almost never SometimesAlways or Almost Always

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Demand for household cleaning tools that don’t require the use of chemicals is holding steady.

2011 2012 20130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

28%38% 32%

The percent of HomeTrend Influentials who always purchase products such as steam floor mops or hand steamers that allow them to use less chemicals when they clean their

home or clothing has held fairly steady over the past three years.

Never/almost never Sometimes Always/almost always

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APPENDICES

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About the Author

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A.J. Riedel, Senior Partner of Riedel Marketing Group (RMG), is a highly regarded marketing authority in the housewares industry, the top forecaster of housewares trends, and an advisor to many housewares companies. A.J. has 24 years of experience and an excellent track record in the housewares industry. Her knowledge and understanding encompasses market dynamics, channels of distribution, housewares consumers, and trends impacting the industry, and marketing issues in the housewares industry.

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About Riedel Marketing Group

For over 22 years, Riedel Marketing Group (RMG) has been providing housewares companies with market and consumer data and insight that helps them make informed product and marketing decisions with confidence. Housewares manufacturers, ranging from large Fortune 500 corporations to smaller privately owned companies, seek our expertise. Past and current clients include Cuisinart, Jarden, Newell Rubbermaid, Progressive International, Chef’N, Jokari, Dexas, Bradshaw International, and the International Housewares Manufacturers Association (IHA). Specializes Exclusively In Housewares: RMG is the only market research company that specializes exclusively in the housewares industry.Knowledgeable about Housewares Industry: I understand market dynamics, channels of distribution, consumers, history and trends, and marketing issues. Expertise in Research and Analysis: I have extensive experience with online surveys, product concept tests, market and competitive assessments, and home-use tests. Actionable Insight: I answer not just the “what” questions but also the “so what” (what are the ramifications of the data) and “now what” (what do we do as a result of this study) questions.Proprietary Consumer Panel: RMG is the only market research company with a proprietary housewares-focused Market Research Online Community (MROC).

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Riedel Marketing Group Contact Information

602-840-4948 5327 E. Pinchot Ave., Phoenix AZ 85018 ajr@4rmg.com www.4rmg.com www.twitter.com/AJRat4RMG http://www.linkedin.com/company/riedel-marketing-group

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