The Future of Household Cleaning: Capitalizing On Emerging Trends and Changing Preferences

Introduction

believes that a ‘marketing sweetspot’ exists in the development and wider marketing of household care products. Although consumers are clearly heavily influenced by price, the ‘sweetspot’ is in recognition of the confluence of consumer trends impacting household care choices

Scope

*Covers household care, with a particular focus of household cleaning, including category specific market data and per capita expenditures

*Detailed analysis on consumer attitudes towards, and perceived influence of, different product features and benefits impacting choice

*In-depth action points offering practical strategies based on the trends and insights uncovered in the report

*Covers five major geographic territories: North America, Europe, Asia Pacific, MENA and Latin America

Highlights

Two-thirds of consumers globally buy cleaning products on the basis of value-for-money either ‘most’ or ‘all the time’. Brazilians (79%) and Russians (74%) were most fervent in their self-reported quest for value-for-money. Japanese and Swedish consumers expressed the least propensity to buy on the basis of value

Environmentalism and the move toward sustainability is becoming a meaningful driver of consumer behavior in household care, but is secondary to most purchase influencers

Data extrapolated fromProduct Launch Analytics (PLA) database highlights that air fresheners and general purpose cleaners accounted for the highest proportion of new product introductions tracked by Datamonitor’s product specialists across the globe in 2008-09

Reasons to Purchase

*Develop better targeted products with detailed understanding of the household cleaning needs and preferences of consumers across 17 countries

*Access data analysis from two waves of primary consumer research, and best practice examples of innovative and effectively marketed products

*Improve your marketing by following best-practice guidelines. Develop action plans using Datamonitor’s recommendations as a catalyst for ideation

Table of Contents :

Overview 1
Catalyst 1
Summary 1
Table of Contents 3
Table of figures 4
Table of tables 5
THE FUTURE DECODED 6
INTRODUCTION: Household care comprises laundry and household cleaning, with this report only focusing on the latter 6
This report is one of two category-focused reports outlining household care trends and preferences 6
Irrespective of whether consumers like cleaning their houses, it is something that is generally deemed to be highly important 6
TREND: The most significant growth in household cleaning products is occurring in the emerging markets 10
Product launch trend data offer some insight about the direction of household cleaning products 11
General purpose cleaners generally account for the highest share of consumers’ household cleaning spend 13
Air fresheners are well placed to capitalize on the powerful influence of scent on consumers’ emotional wellbeing and the fact that people are gravitating towards their homes amid the economic downturn 17
Bleach spend in many markets is falling amid concerns about formulation and the growing efficacy of general purpose cleaners 20
Emerging markets will be the main engine of growth for dishwashing products 22
Key takeouts and implications: emerging markets represent the ‘path to growth’ in household care 25
INSIGHT: A preoccupation with health and wellbeing also exerts significant influence on household cleaning attitudes, motivations and preferences 26
Consumers explicitly recognize the link between good hygiene and wellbeing via a ‘feel-good factor’ that is obtained from doing the cleaning and/or the results obtained 26
Consumers are less able to relate to the idea that the act of household cleaning itself is therapeutic 29
Most consumers are aware of and concerned about the negative health effects of poor home hygiene 32
Fears over ingredient harshness and safety in household care products are influencing consumer choices, with the halo surrounding natural formulations becoming more apparent 38
Sensory benefits can also boost the wellbeing factor of household care products 48
Key takeouts and implications: the industry must strive towards better associating household cleaning products with wellness 54
INSIGHT: Value for money considerations heavily influence household product choice and the generally favorable perception of private label branded cleaning products 55
Value-consciousness is a highly pervasive influence of many household care product choices 56
Private label household cleaning products have increasing credibility with consumers, but the habitual buying of preferred brands is still relatively commonplace 61
Word-of-mouth recommendations and product samples are also perceived to exert some influence on product choice 67
Key takeouts and implications: be wary of putting a disproportionate focus on price in responding to consumers’ value-consciousness 70
INSIGHT: Convenience and efficacy heavily influence household cleaning choices due to both an inherent dislike of cleaning and perceived time scarcity 72
The majority of consumers both dislike household chores and feel constrained by time scarcity 73
Efficacy and multi-purpose benefits are deemed influential to consumers, but less so than other benefits 76
Minimizing time spent doing housework is important to consumers, but is not fully reflected in the perceived influence of time-saving product features 80
Consumers attach more importance to ease of use than ease of storage, but both are highly influential attributes shaping household care preferences 84
Key takeouts and implications: consumers are looking for ways to minimize time and effort spent on doing their housework, and household care brands must outperform rivals in this critical area 92
INSIGHT: Ethicality and sustainability is a theme that continues to gain momentum in household care product choices 93
A notable segment of consumers are deliberately avoiding companies and brands with a poor environmental reputation and are also paying attention to sustainable packaging issues 94
Ethical and environmental consumerism drives the demand for more ‘virtuous formulation’ and ‘virtuous production’ 98
Key takeouts and implications: environmentalism and the move toward sustainability is becoming a meaningful driver of consumer behavior in household care, but is secondary to most purchase influencers 106
ACTION POINTS 107
ACTION: Make performance, ease, ethics, wellbeing and value for money core components of household cleaning brands 107
ACTION: Help consumers to understand what ingredients are used and why 108
ACTION: Cater to consumers’ desires for more ethical, safer products and processes 110
ACTION: Offer higher-value, more effective and more convenient solutions to help protect against the pervasive private label threat 118
APPENDIX 123
Supplementary data 123
Scouring products 123
Insecticides 125
Furniture polish 127
Methodology 128
Further reading and references 129
Ask the analyst 131
Datamonitor consulting 131
Disclaimer 131

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Gushi Willow: Features Industry

    March 2, 2009 morning, “peasant-workers in Henan style” exhibition opened at the China Agricultural Exhibition Hall. Exquisite workmanship, the impressive Willow Arts & Crafts – “Henan bull” attracted attention million people, becoming a major highlight of the show.

“Henan bull” hot capital

The exhibition, placed in the Agricultural Exhibition Hall on the 1st door of Willow Hall is, “Henan bull” eye-catching, people have approached the watch, take pictures. “This is cattle lifelike, Majestic, representing the highest technological level of today’s Willow! Pictured here is Xiangzhan 1:00 ‘arrogant’, hope Ox luck!” Visitors Mr. Zhang told the “China Economic Weekly.”

“This is our big willow crafts to participate in this exhibition specifically prepared.” Gushi County Willow leading enterprises – are and Crafts Group Chairman, “National Outstanding Young Farmer,” 10000 positive and said: “This year is the Year of the Ox, ‘of migrant workers in Henan style show’ was held in Beijing, in order to show tribute and show the style of Henan migrant workers to show Gushi willow craft level, we work overtime day and night, dozens of migrant workers, with the growth of willow establishment of the Huaihe River side of this head is struggling to advance a large cattle, and It’s called ‘Henan cow’! ”

Willow “Henan bull” is next to Willow Hall Gushi, several dressed in a unified tooling positive and Willow Group employees are performing the skills. A humble willow root, after one of their both hands, quickly turned into an exquisite piece of art, attracted the audience amazed. Placed in the exhibition hall with “willow vine vegetation iron” and other mixed materials, made of various types of furniture, Lamps, decorations and so on is a focus of attention, many people stepped forward to ask what are they selling prices, where available . “In the past saw over wood furniture, panel furniture, did not expect that wicker furniture is also compiled, but also prepared to be so beautiful, this time can be really opened the eyes of the!” Aunt Wu Beijing residents gasped in admiration.

“Subject to site constraints, where the products on display are hardly even the tip of the iceberg.” Presence of Xinyang Municipal Committee, secretary of Gushi county square told the “China Economic Weekly”: “Gushi County in China Arts and Crafts Association, named after the ‘ China Willow township ‘, the production process in the country at the advanced level. products are furniture, lamps, office appliances, accessories, daily necessities, household items, arts and crafts products such as 7 major categories more than 20 series of more than 50,000 varieties, best-selling Europe and the United States , Southeast Asia’s 86 countries and regions, with annual sales of 5 billion yuan, export volume reached 7,000 million U.S. dollars. ”

“Flood nest” inside “floating” from the characteristics of industrial

Gushi County, Henan Province is located in south-eastern edge of the Dabie Mountains in Southern lean and north to the Huaihe River water. Huaihe River flows through the county north, up to 60 kilometers, in one of two tributaries, there are 16. For thousands of years, the Huaihe River in the fertile fields nourishing Gushi 3000 square kilometers, while also continue to bring disaster here.

“We have the lowest Sanhejian town 23 meters above sea level, but also the lowest point of the province. As low-lying, flooded almost a decade 9, is well-known ‘flood nest’, kinds of crops to floods will be a crop failure. In the past, the people Living a long period of state of extreme poverty. “sanhejian Town party secretary Zhang Jian has just said.

Survival of the fittest. Gushi Linhuaiguan townships kinds of crops and a large beach depressions No, but growing up a kind of immortality flooded plants – wicker. However, in “taking grain as the key link” of the era wicker survive on its own the “wild” plants, only by a small number of craftsman, using it to prepare baskets, round-bottomed basket like the farmer’s production and living appliances.

The late 70s of last century, foreign trade departments of Gushi County, farmers began to organize sanhejian production and export of willow products, but variety is only bread basket, fruit tray like a relatively simple life of products, production scale is small, a large number of wicker, or the population as a straw has been burned.

“Gushi’s willow industry to really take off in the 20th century, mid to late 80s.” Gushi County song Shangying to the “China Economic Weekly”, said: “At that time, we have started a poverty relief work. Linhuaiguan area for the actual county, the county government proposed, based disadvantage for the advantages of adaptive change confrontational planting cultivation, and vigorously support the development of willow wicker base and export-oriented handicraft production. ”

Willow planting “are not afraid of drowning, do not control”, Willow production “no oil, no electricity, every household, young and old are capable,” Gushi Linhuaiguan area very suitable for natural conditions and the actual level of productivity. Therefore, the willow industry in the town from the start Sanhejian quickly spread to neighboring towns, as a whole Linhuaiguan Gushi region’s pillar industries, driven 100,000 farmers income get rich.

“Willow King” is 10000 and the

“Willow, as crafts, design innovation need to Homo habilis, can continue to explore the international market. Willow industry as a specialized industry, leading enterprises need to drive in order to continuously grow.” Standing Committee of Gushi County, Deputy County Magistrate Wang Zhenqing concluded: “As the Government We’re a capable person to run through an enabling leading enterprises only received ‘a flower drawn flowers open’ effect. ”

“We had willow industry in the NPC, but also produced a National Outstanding Young Farmer.” Wang Zhenqing pointing Willow is Willow Hall performing skills of working with is 10000 and the chairman told reporters: “This is the willow industry in Gushi the main leader. ”

According to reports, in the “flood nest” inside a “bubble” big farmers are 10000 and 9-year-old children will be compiled with the wicker basket. In 1985, a willow plant paid by foreign recruits to become technicians. In 1987, the town should be led by Sanhejian invitation, and returned home to 10000 is established the “Willow Sanhejian first plant”, the adoption of a plant with a family in the form of the development of willow arts and crafts production. In his home town party committee and government with the support of 10000 is working with the willow plant has more and more prosperous, and later developed into a positive and groups. 10000 now and devote ourselves to research, innovative willow craft, made a number of national patents, products in the previous trade show by many foreign investors of all ages. 10000 now and also abroad in the United States incorporated the “Asian Arts & Crafts Company” and “Willow World Company”, distribution of the Willow Gushi products, working with the Group therefore has been identified as state-level National Science and Technology “Spark export-oriented enterprises”, and thousands are being, and I also have won the “model worker in Henan Province”, “National Youth Spark leader”, “National Ten Outstanding Young Farmers” and other honorary titles.

“Willow had relatively simple process approach is to use skinned variety of the white wicker basket. Is 10000 Willow is represented by Homo habilis and the team pioneered the dyeing, fumigation, paint, linings and other technology, in turn wicker and planing wood and rattan, grass, iron and other raw materials, combining the development of the willow grass mixed, mixed willow, willow rattan mixed, Liu iron mixed, Liu bamboo mixed and other forms, products are developed to the furniture, lamps, decorations, etc. tens of thousands of varieties. “sanhejian Town party secretary Zhang Jian Gang said:” Therefore, 10000, and by many mainstream media is being hailed as ‘Willow King’. China Central Television “economic half-hour” column has been broadcast out of over one million are being introduced and the program is called “searching for Willow King”. ”

And leading a demonstration in energy and services, led by the industrialized management Gushi Willow roads wider and wider, leading enterprises are emerging, production and sales scale of the rapid development and growth.

“Currently, we have Willow County, 108 enterprises, including the right of import and export of willow crafts 22.” Gushi county’s Office for Pampin told the “China Economic Weekly”, the more prominent Willow leading enterprises, as well as Huafeng eco-home manufacturing (Group) Company, which is located adjacent to the town with the abundance Sanhejian Hong Kong native village, a willow by another national army led to Sagittarius founded, led to more than 20000 practitioners Hongo, 2006 was Sweden’s IKEA (IKEA) designated as a domestic fixed-point provider.

Three years to break 1 billion Willow production

“We are singing, and the Taiwan government take.” County filed, the Government has in recent years on the willow industry support measures, and 10000 are very familiar: “One is ‘zero premium’ in the county industrial concentration areas and towns were established Sanhejian Willow Industrial Park; 2 is to remove the original charge of silviculture companies to Willow Fund, Bureau of Forestry is responsible for transportation to the willow enterprises free of charge cards, nominal fee is also paid by the town government; and the third is willow integrated enterprise taxes levied at 5% or less regulation; 4 is a production-oriented enterprises to expand the scale of willow to give financial support, new loans, the implementation of the financial discount; 5 is the new Willow enterprise space, land of “zero premium”, lease rental borne by Government; 6 is a positive incentive to implement export policy ”

“Gushi Willow is still just a regional pillar industries in rural Linhuaiguan, accounting for the proportion of the county’s total economic output is still relatively small.” Xinyang Municipal Committee, secretary of Gushi county square wave to the “China Economic Weekly” talk about the next step willow industry in the development of the idea: “We want through strong advocacy and pro-active policy guidance, to lead Linhuaiguan Willow production other than the township, as well as the county seat communities, to expand space for development, strengthen industrial scale to make it as quickly as possible as the backbone of the county industry. We will endeavor through 2 ~ 3 years of hard work to make the industry an annual output value exceed 10 Willow billion. ”

With regard to strengthening and expanding its willow industry measures, Gushi County Qu Shangying said: one to establish a high-yield of the wicker base and extend the policy to strive for the use of returning farmland to forest planting area; two technical schools to invest in the establishment of willow, willow industry training required for foreign trade, enterprise management, production management and weaving technology professionals; three leading enterprises to foster growth, on a voluntary and mutually beneficial principle, guide enterprises in their horizontal joint or portfolio to enhance their capabilities to enhance competitiveness, started the brand, expanding both international and domestic markets; 4 to increase government services and support efforts to establish an integrated service agencies willow industry for enterprise and industrial development to provide “one-stop” full-service, re-establishment of the Agricultural Bank of sanhejian business, and the establishment Guarantee and investment and financing mechanism for inspection and the establishment of offices in the sanhejian create a relaxed suitable environment for development.

“With government support, we have more confidence, greater momentum.” Positive and the company is working with Chairman Wan said: “We are in overcoming the global financial crisis, adverse effects, through technology and innovation to actively explore the variety of styles the international market, it is also being implemented eco-home domestic market chain business plan. the near future to open a model shop in Beijing, and then into the large and medium cities across the country. We will build the world’s first Willow Museum, the Willow culture done. ”

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From Beginning to End Tables

You have spent a whack of money on a coffee Table to put in front of your prized new couch and loveseat combo. You have a beautiful dining room table, just off the living room that accentuates the décor of the whole house. You even have a home bar, complete with pub stools, facing the big screen TV that you caved and bought after ages of coveting Bob the neighbor’s at his Superbowl Sunday party three years ago. So what’s missing from your living room bliss? End tables.

Now, you might not get excited about end tables, but the fact is, you should. End tables are the Boston Red Socks of the furniture industry: the underdogs that have fought to be in the spotlight for years, and are finally on a winning streak. So grab your red, white and blue, and start supporting, folks. End tables are the new coffee tables. End tables are the new centerpieces. Your new flat screen TV? Meh. It’s okay. Your leather couch. Meh. Sure, I can take it or leave it. Your home bar? Meh. Whatever… but an end table? Sign me up!

An end table can be as simple as a surface with legs or as extravagant as a four tiered surface area with an adjustable stand and storage compartments. There is an end table out there for you, whether you are looking for an antique detailed carved wood end table or a modern end table with a minimalist design. Trust me; you’ll want to find an end table that suits your needs perfectly.

What is an end table for anyway? An end table is not simply for decorative purposes, as we have already covered. End tables are purposeful and practical, on top of being an attractive furnishing to add to your living room or den, or even your bedroom. One of the perks of an end table is that they can be placed anywhere you need or want them to be. If your bookshelves are overflowing with great literature, an end table is a great place to put extra books (plus, it makes you look well-read, and who doesn’t want that?). A lot of end tables have shelves as well as table tops, plus plenty more room for storage, and who doesn’t need more of that?

If you are a book lover, an end table is a must, especially if you read perched on the couch. End tables are usually taller than coffee table and shorter than a dining table. Perfect for housing Lamps, an end table is a reader’s best friend, making it easier to turn lights on and off, at the right height too – no more reaching for the knob, and no more need for the clap on, clap off system.

Do coffee tables ever make you wonder why they are so good for coffee in the first place, considering you have to basically bend over and break your back in order to pick up and put down your coffee mug between sips? Why not sit back and actually relax while you are enjoying your morning cup of java? Place your coffee mug on an end table at the side of your couch; then you will be able to appreciate the convenience an end table has to offer, and the ease in which it serves you. Of course it doesn’t just end with coffee and lamps. End tables are also perfect for placing a glass – and a whole bottle – of wine. The closer the better; am I right?

So keep the underdog in mind when furnishing your home. For home decor ideas and a large selection of end tables, visit Coffee Tables and End Tables to choose an end table that will make life all the more easier, and attractive, for you!

About the Author

Aimee Taylor is a marketing associate for Coffee Tables and End Tables, a premier online furniture distribution company.

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