With more consumers opting to avoid busting their budgets by entertaining more frequently at home instead of enjoying expensive nights out, it has arguably never been more important for homes to look sparkling and pristine in order to impress guests. At the same time as the ‘big night in’ is enjoying a resurgence and consumers are dining at home more according to Bord Bia’s Periscope Six research, lower budgets have meant many households cannot afford to employ a regular cleaner. They are therefore looking for products that will make the most troublesome and frequently-detested chores as hassle-free as possible.

 

Manufacturers have accordingly stepped up to the mark by providing more versatile and flexible products that can be used to complete a variety of household tasks. Brands are also increasingly promoting their long-lasting and durable qualities in order to appeal to cash-strapped consumers. Well-known brands have been able to successfully leverage their hard-earned reputations to compete against cheaper own brand alternatives, by stressing that they are much more effective and therefore will actually save consumers both time and money. 

Market analyst Mintel reports that the desire for a clean home is generally widespread – with more than three quarters (78%) of adults in the UK really caring about their house being clean and four in ten (41%) people describing themselves as house-proud. Products that emphasise their time-saving and convenient qualities can prosper as over half of consumers (52%) say they can always find better things to do with their time than cleaning and over four in 10 (41%) admitting to sometimes being embarrassed about the state of their home.

 

Richard Caines, senior retail analyst at Mintel, said: “These findings show a wide variation in different people’s approach to household cleaning, ranging from the almost excessive to those who are in danger of putting the health of themselves or their family at risk through a lack of attention to toilet cleaning.

 

“There is definitely an opportunity for brands to re-engage consumers with what can be seen as a tedious task. Longer-lasting results and more powerful formulas should be the focus for encouraging purchase of more specialist cleaning products. Every household job needs a suitable cleaning product, and having the right tools can make a big difference to results.”

 

Mintel further reports that hand washing the dishes and pans is the most frequently carried out daily task – with six in ten (59%) consumers doing this chore once a day or more. Meanwhile, cleaning the ovens and windows is the job people are most likely to ignore, with almost half (45%) of consumers admitting they clean their oven once a month or less. And while gender equality may be increasing in many areas of life, almost seven in ten (68%) women still do most of the cleaning in the household, with just 28% of men taking on the central role in the cleaning department. Overall, just under a third (31%) of all households share their cleaning responsibilities, while just 2% of the nation pay for help around the home.

Showing the importance that consumers place on having a clean home to show their visitors and friends, Mintel also reports that nothing is more likely to bring on a cleaning splurge than a visit from friends or relatives.

 

Reflecting attitudes here in Ireland, research from the analyst shows that over 46 million consumers in the UK have at least one household chore they hate doing, and as many as 10 million people loathe any form of housework altogether. A hatred of cleaning, coupled with the self-reassurance that we prefer the ‘lived-in’ look, means that for 23 million people (56%), the arrival of visitors is the biggest prompt to clean the home.

 

In fact, Mintel states there is nothing more likely to send the nation’s dusters into a tizzy than an unexpected visitor, with as many as a third (33%) of people admitting to being embarrassed when a guest arrives without warning. What is more, competition for cleanliness is tense among house-proud households, with a quarter (26%) of women sensitive to the fact that other people’s homes always seem to be cleaner and tidier than their own.

The top three most hated tasks for consumers are cleaning the oven, almost two thirds (64%) of people dread this task, followed by ironing (56%) and cleaning the windows (39%).

 

"Non-daily jobs such as cleaning the oven and cleaning the windows are amongst the nation’s most loathed chores. With just one in seven (15%) of us having a cleaning routine, for many, the jobs build up to such a degree that chores such as cleaning the oven or the bathroom become totally unpleasant and overwhelming. There is no doubt that preventing the back-log or sharing the chore would make these tasks seem less daunting," adds Richmond.

Today, almost half of women go out to work, nevertheless, the role of housework is still more likely to fall to them. Despite the age of equality, some 47% of all women are resigned to the fact that keeping their home clean and tidy is their responsibility. Meanwhile, less than a fifth of men (18%) are of the same view. In fact, juggling work, family and domestic chores means that almost four in ten (37%) women are overwhelmed by the housework, compared to just over a quarter (26%) of men. While only a minority (4%) believe that cleaning is a woman’s job, men (13%) are far more likely than women (4%) to leave the cleaning to someone else to do.

 

"The fact that men take on a more relaxed attitude towards household cleaning may not necessarily be due to laziness, it may be simply down to the fact that women find it harder to relax in messier surroundings," said Richmond. 

 

Furthermore, in the Mintel report entitled ‘Household Paper Products’ that was published in February 2012, Richard Caines, senior household care analyst, said “toilet tissue and kitchen towels have enjoyed recent increases in value sales driven by innovation and higher prices”. 

Thirst Pockets copper-fastened its position as the second fastest growing brand in the Irish kitchen towel market, by finishing 2011 with a year on year growth rate of 19%. Thirst Pockets also finished the year as the number two brand in the Irish kitchen towel market. The launch of Thirst Pockets Multi Cloth has been lauded as the most exciting innovation in the category, and indeed has been awarded Product of the Year 2012**, as winner in the general household category at the prestigious Product of the Year Awards in the UK. Similarly, Irish consumers have been wowed by Thirst Pockets Multi Cloth’s versatility, tackling any job – big or small. From simple spills to polishing glass to even the scrubbing the oven hob, Thirst Pockets Multi Cloth delivers on the consumer promise to “make my life easier” by eliminating the need for consumers to buy more than one product to fulfil their household chores.

 

Thirst Pockets Multi Cloth will be supported in 2012 by a comprehensive Irish marketing support programme in place from April. The campaign will focus on in-store, PR, online and press activity.

 

Thirst Pockets Multi Cloth is available at all major retailers in Ireland, RRP €2.99

*(Source: Nielsen MAT 01/01/12) 

**Product of the Year is the UK’s largest independent survey into product innovation with over 9,063 consumers voting in a survey conducted by TNS Research International (UK and ROI) 

 

The hand dish wash category has seen little innovation over the last 50 years, which has led to low growth in both value and volume. New Cillit Bang All in 1 Dish & Surface is set to transform this category trend. The Cillit Bang brand believes its innovative new kitchen system is all that consumers will need for sparkling dishes and gleaming surfaces. 

 

The automatic dispenser delivers a measured dose onto a sponge, cloth or directly on to dishes, meaning consumers can go from sink to surface in one swift move. All in 1 Dish & Surface effectively lifts grease and food residues and can be used on kitchen sinks, stove tops, tiles, dishes, glasses, pans, baking trays and even granite worktops. Not only is All in 1 Dish & Surface an effective kitchen cleaner, it has also been dermatologically tested, meaning it’s gentle on hands too.

 

The new range includes Cillit Bang All in 1 Dish & Surface Automatic Dispenser which includes a refill and batteries. The refills are available in two refreshing scents – Lemon Burst and Lime Blossom & Mint. 

 

The new launch is supported by a heavyweight marketing campaign, including a dedicated TV copy on air from February, in-store shopper marketing along with PR, radio and digital activity.