“While the vast majority of people get satisfaction from seeing a clean and tidy home, most don’t want their home to look akin to a show home. Promoting a homely rather than sterile look in advertising is therefore likely to appeal. This could include cleaning brands going beyond traditional messages about cleaning power and killing germs and focusing on the home as a social venue, including the promotion of seasonal products in the pre-Christmas period.”

“While the vast majority of people get satisfaction from seeing a clean and tidy home, most don’t want their home to look akin to a show home. Promoting a homely rather than sterile look in advertising is therefore likely to appeal. This could include cleaning brands going beyond traditional messages about cleaning power and killing germs and focusing on the home as a social venue, including the promotion of seasonal products in the pre-Christmas period.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

How frequently do people clean the home?

Who takes on the main responsibility for cleaning tasks in UK homes?

What triggers cleaning and how are people finding enough time for it?

How can brands respond to attitudes towards cleaning?

What factors are most likely to encourage the trial of new products?