8/1/13
A majority of shoppers (57%) are willing to pay more for household products that make cleaning faster, and 53% say a product with suitability for a wide range of surfaces is important to them, according to Mintel. Nearly half (46%) think a product that reduces steps in common cleaning tasks is very important.
More than one in two shoppers (56%) are concerned about the healthfulness of cleaning product ingredients, though only 13% “agree strongly” that environmentally friendly surface cleaners are just as effective as conventional cleaners. More than seven in 10 (71%) say they agree “at least somewhat,” and 27% “agree strongly” that disinfection has become more important to them.
More than half (56%) who purchase household cleaners say they are more concerned about cleanliness and germs away from home, particularly in a car, at work, or at school.
SOURCE: Mintel, John Owen, Senior Household Analyst, 351 W. Hubbard St., 8th Fl., Chicago, IL 60610; 312-932-0400; jowen@mintel.com; www.mintel.com.
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