IntroductionModern lifestyles have left consumers little time.
As a result, household care and the way people utilize and live in their homes has evolved considerably.
One of the most obvious differences has been the decline in personal time spent on domestic duties as consumers seek to maximize their leisure time with more enjoyment and socially orientated lifestyle activities.ScopeIn-depth European and US market and consumption data across the various home hygiene categories and tasksDetailed insights covering people's time use, cleaning routines, attitudes towards household zones and home hygiene product needsExtensive coverage of the latest on-trend household care product innovation from across the globeDetailed action points offering practical strategies based on the trends and insights uncovered in the reportHighlightsConsumers are increasingly spending money on high value home hygiene products that make their lives easier.
In 2006 the total value of the home hygiene market across the 7 Western European markets and the US, excluding textile washing products exceeded US$18 billion and most markets are forecast to grow strongly.A number of factors have conspired to reduce the amount of time that consumers across Europe and the US spend cleaning their homes.
As a result, household cleaning most commonly occurs once a week; it is the modal average in all countries except for Italy where one-quarter of consumers report cleaning 2-3 times a week.The ethical consumerism boom has transcended into household products.
Of the home hygiene products launched in the 6 month period June 2006 - November 2006 in the US and Europe, 8 of the top 15 mostly used product tags conveyed a message of being ethical or environmentally friendly.Reasons to PurchaseUnderstand the social and consumer dynamics driving household care consumption, how markets are evolving and consumer needs are changingImprove your marketing by following best-practice guidelines enabling more effective targeting with on-trend products and relevant communicationsAccess in-depth primary research and get inspired by viewing best practice examples of innovative and effectively marketed home hygiene products