Abstract
This report is the second part of a two-part series on household cleaning products. It complements the findings of Household Cleaning Products: The Market-U.S., May 2008, including the widespread shift away from "deep cleaning", strong interest in environmentally-friendly products, the growth potential for store-brand products and the increasing use of the Internet as a retail channel.
Analysis and insights include:
- Which products and brands are most popular among consumers of different genders, age groups, household incomes and races/ethnicities
- Which consumers are most interested in child-safe and environmentally friendly products
- Consumer reservations and concerns relative to environmentally-friendly products
- Who is most likely to use disposable wipes and for what types of cleaning jobs
- Which consumers show strong preferences for anti-bacterial, easy-to-use and unscented products
- Which consumers are most likely to shop for their products online
- How household cleaning products, product choices and attitudes have evolved over the past two years
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