The Future Of Home Hygiene & Clothing Care Occasions

Cleaning the home and laundering clothes are not enjoyable tasks for most consumers. As a result, Europeans and Americans are adopting short cuts to minimize the amount of time and the occasions they spend doing domestic chores. With changing gender roles

Report Highlights
Italian and Spanish consumers are the most house-proud with the average adult consumer cleaning their homes around 4 times a week. Italians spent US$76.5 on household and laundry products in 2006, but this was well below UK consumers who spent in excess o
[Studien Infos ausblenden]

Overview 1
Catalyst 1
Summary 1
Executive Summary 2
The overall household care market is mature and shows modest growth 2
Home hygiene and laundry care occasions are declining in frequency after previous growth 2
Personal appearance still matters, with the number of laundry occasions growing in some countries 3
The slow move to gender equality is shaping household and laundry occasions 3
Outsourcing currently represents a small proportion of laundry occasions 4
Table of Contents 5
Table of figures 5
Table of tables 5
THE FUTURE DECODED 6
TREND: The overall household care market is mature and shows modest growth 7
Market growth is forecast to be relatively similar across all countries in the next five years 7
Spanish and UK consumers spend the most on household and laundry care products on a per capita basis 8
The household products' market is growing faster than the laundry care market 8
The laundry care market is stable with little growth 10
Population change is the key growth driver in the laundry care market 10
TREND: Home hygiene and laundry care occasions are declining in frequency following previous growth 11
Home cleaning occasions between 2006 and 2011 are expected to decline in frequency 11
Clothes washing occasions show a varied pattern of growth and decline 12
Changes in work and society are affecting clothes washing occasion dynamics 12
French, Italian and US clothes washing occasions are showing the highest growth 12
The frequency of hand washing clothes is expected to show only moderate growth 13
Tumble drying occasions follow a similar pattern to clothes washing by machine 15
Consumers are not changing their dry cleaning habits significantly at present 16
Consumers' launderette usage occasions have the potential to define the future of laundry occasions 17
INSIGHT: Per capita occasions show consumers are less concerned about home cleaning 18
Consumers are house proud but this does not significantly drive household cleaning 18
The decline in per capita household cleaning occasions is forecast to continue over the next five years 19
INSIGHT: Personal appearance still matters, with laundry occasion numbers growing in some countries 20
Large drum washing machines and smoking bans partly explain falling clothes washing occasions 20
Hand washing occasions numbers should remain stable 21
In some countries, consumers are using the tumble dryer less frequently 22
Ironing is the most disliked household care task, but consumers are doing it more often 23
Consumers' use of dry cleaning remains stable 24
Consumers' launderette usage is expected to remain flat in the immediate future 25
Laundrette occasion dynamics are likely to change more steeply 26
INSIGHT: The slow move to gender equality is shaping household and laundry occasions 27
Men have been playing a more active role in home cleaning but are from perfect 27
Most men are using the washing machine more frequently 30
Men do a surprisingly large share of clothes hashing by hand 33
Tumble dryer gender usage variances mirrors that of washing machines 35
Ironing is more gender-neutral because of the changing manner in which consumers approach the task 37
Dry cleaning occasions are dominated by male consumers 39
Women are less likely to use launderettes than males 41
INSIGHT: Outsourcing currently represents a small proportion of laundry occasions 43
Clothes washing is outsourced less than one might expect 43
Ironing is one task for which outsourcing may increase substantially 44
Conclusions 45
The market for products used in cleaning the home and clothing is a stable and mature 45
Changes in workplace norms, as well as financial and ecological concerns, are expected to impact future laundry care occasions 45
Arguably the biggest change in consumer behaviours is the increasing share of domestic chores being carried out by men 46
Despite an inherent dislike of household chores, consumers are reluctant to outsource such tasks 46
ACTION POINTS 47
ACTION: Connect with younger adults to gain brand loyalty 47
Help Young Adults become more domesticated with practical products 47
Connect with Young Adults using fun engagements 49
ACTION: Explore new eco-friendly formulation opportunities 50
Formulate low impact cleansers to alleviate asthma symptoms 50
ACTION: Offer higher value, more effective and more convenient solutions to help compensate for declining household care occasions 51
ACTION: Place graphic instructions on the front of all household products 52
ACTION: Incorporate fragrance into all household and laundry products to promote consumers' well-being 53
APPENDIX 55
Additional data 55
Definitions 58
Methodology 62
Further reading and references 62
Ask the analyst 63
Datamonitor consulting 63
Disclaimer 63
[Inhaltsverzeichnis ausblenden]

Table 1: Household and laundry products market value (US$ m), US & Europe, 2001-2011 7
Table 2: Per capita adult (18+) household and laundry products market value (US$), US & Europe, 2001-2011 8
Table 3: Household products market value (US$ m), US & Europe, 2001-2011 9
Table 4: Per capita adult (18+) Household products market value (US$), US & Europe, 2001-2011 9
Table 5: Laundry products market value (US$ m), US & Europe, 2001-2011 10
Table 6: Per capita adult (18+) laundry products market value (US$), US & Europe, 2001-2011 11
Table 7: Overall weekly home cleaning occasions by country, US & Europe, 2001-2011 12
Table 8: Weekly clothes washing occasions by machine and country, US & Europe, 2001-2011 13
Table 9: Overall weekly clothes washing occasions by hand (millions), by country, US & Europe, 2001-2011 14
Table 10: Weekly tumble drying occasions by country (millions), US & Europe, 2001-2011 15
Table 11: Overall ironing weekly occasions by country (millions), US & Europe, 2001-2011 16
Table 12: Weekly dry cleaning occasions by country, US & Europe, 2001-2011 17
Table 13: Weekly launderette occasions by country US & Europe, 2001-2011 18
Table 14: Weekly per capita home cleaning occasions by country, US & Europe, 2001-2011 20
Table 15: Per capita adult (18+) clothes washing by machine weekly occasions by country, US & Europe, 2001-2011 21
Table 16: Per capita clothes washing by hand weekly occasions by country, US & Europe, 2001-2011 22
Table 17: Per capita tumble drying weekly occasions by country, US & Europe, 2001-2011 23
Table 18: Per capita ironing weekly occasions by country, US & Europe, 2001-2011 24
Table 19: Per capita dry cleaning weekly occasions by country, US & Europe, 2001-2011 25
Table 20: Per capita launderette usage weekly occasions by country, US & Europe, 2001-2011 26
Table 21: Per capita home cleaning weekly occasions by country and gender, US & Europe, 2001-2011 28
Table 22: Proportion (%) of weekly per capita home cleaning occasions by country and gender, US & Europe, 2001-2011 29
Table 23: Weekly per capita clothes washing occasions by machine, by country and gender, US & Europe, 2001-2011 31
Table 24: Proportion (%) of per capita clothes washing by machine weekly occasions by country and gender, US & Europe, 2001-2011 32
Table 25: Per capita weekly hand washing clothing occasions, by country and gender, US & Europe, 2001-2011 33
Table 26: Proportion (%) of per capita Clothes washing by hand weekly occasions by country and gender, US & Europe, 2001-2011 34
Table 27: Per capita Tumble drying weekly occasions by country and gender, US & Europe, 2001-2011 35
Table 28: Proportion (%) of per capita Tumble drying weekly occasions by country and gender, US & Europe, 2001-2011 36
Table 29: Per capita Ironing weekly occasions by country and gender, US & Europe, 2001-2011 37
Table 30: Proportion (%) of weekly per capita ironing occasions by country and gender, US & Europe, 2001-2011 38
Table 31: Weekly per capita dry cleaning occasions, by country and gender, US & Europe, 2001-2011 39
Table 32: Proportion (%) of weekly per capita dry cleaning occasions by country and gender, US & Europe, 2001-2011 40
Table 33: Per capita Launderette usage weekly occasions by country and gender, US & Europe, 2001-2011 41
Table 34: Proportion (%) of per capita Launderette usage weekly occasions by country and gender, US & Europe, 2001-2011 42
Table 35: Proportion of outsourced clothes washing by gender, US & Europe, 2006 44
Table 36: Proportion of outsourced ironing by gender, US & Europe, 2006 45

Figure 1: Many diverse factors affect the household care market 6
Figure 2: Laundry appliance ownership by country, US & Europe, 2006 14
Figure 3: Informal dress codes in business will reduce the need for dry cleaning 17
Figure 4: Ironing occasions will decline if new washing machine technology proves popular 24
Figure 5: Changing consumer preferences could radically alter laundry care product marketing 27
Figure 6: Gender share of overall home cleaning occasions, US & Europe, 2006 29
Figure 7: Gender share of clothes washing by machine, US & Europe, 2006 32
Figure 8: Gender share of clothes washing by hand, US & Europe, 2006 34
Figure 9: Gender share of tumble drying, US & Europe, 2006 36
Figure 10: Gender share of ironing, US & Europe, 2006 38
Figure 11: Gender share of dry cleaning, US & Europe, 2006 40
Figure 12: Gender share of launderette usage, US & Europe, 2006 43
Figure 13: The Swash store is another innovative Procter & Gamble marketing initiative in laundry care 48
Figure 14: Festival-based initiatives can even be applied to laundry brands 49
Figure 15: Supermarket shelves will surely contain many more such eco products in future 50
Figure 16: Leave-to-work products have the potential to boost the number of cleaning occasions 51
Figure 17: Graphical instructions on cleaning products have many consumer benefits 53
Figure 18: Natural concept aromas in household products fit well with consumers' preferences 54
Figure 19: Gender share of household and laundry tasks, France, 2006 55
Figure 20: Gender share of household and laundry tasks, Germany, 2006 55
Figure 21: Gender share of household and laundry tasks, Italy, 2006 56
Figure 22: Gender share of household and laundry tasks, Netherlands, 2006 56
Figure 23: Gender share of household and laundry tasks, Spain, 2006 57
Figure 24: Gender share of household and laundry tasks, Sweden, 2006 57
Figure 25: Gender share of household and laundry tasks, UK, 2006 58
Figure 26: Gender share of household and laundry tasks, US, 2006 58
[Tabellenverzeichnis ausblenden]