Home Cleaning

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Home Cleaning

We identified four, emerging trends in the household cleaning space that may greatly influence home cleaning within the next 3-5 years, but information about each of those trends was limited. Thus, we identified additional trends (for a total of four) to compensate for the lack of details we found about each trend. We also found demographic insights about consumers who have purchased iRobot's vacuum cleaners.

Emerging Home Cleaning Trends

1. The Balance of Cleaning Results and Saving Time

  • In a February 2020 article from Trend Hunter, the vacuum company Shark's "VP and GM of Canada Trade and International Distributors" was asked where he "think[s] the future of cleaning technology is headed in the next 10 years."
  • The pertinent part of the executive's response to the aforementioned question was as follows: "With where I think things are going with cleaning technology in the future[,] anytime you don't have a cord, you tend to compromise the caliber of clean. So there's this juxtaposition of time to clean and results of clean that needs to be figured out."
  • Dyson is a household cleaning product company exemplifying this emerging trend.
  • A specific Dyson product that exemplifies this emerging trend is the Dyson V11 Torque Drive. As was stated in CNET's article titled "The best cordless vacuum for 2020", the product picked up 99.6% of sand and 100% of rice in test trials.

2. Sensors and Dirt-Repelling Products

  • An August 2017 article from House Beautiful identified some future trends for home cleaning, though a time frame was not specified for the trends.
  • The notable trends identified in the article were that (1) "[c]leaning products will be equipped with scanners and sensors to make dirt and bacteria visible to make cleaning more effective", (2) cleaning will occur less frequently due to products designed to "repel dirt and water", and (3) people "will clean when . . . [they] need to, not when . . . [they] want to — [as] homes will be fitted with sensors to tell you when and where to clean."
  • IRobot is a household vacuum company that is exemplifying this trend. The company's Roomba robot vacuum cleaners are equipped with "Dirt Detect sensors [that] alert your robot about dirtier areas of your home, then clean them more thoroughly, so high-traffic spots stay as clean as the rest of the house."

3. Sensory Appeal of Cleaning Products

  • In a market report titled "Top Trends in Household Care and Laundry Products 2020", it was stated that "[s]ensory appeal is increasingly influential over consumers' choice of household care products. Delivering unique sensory experiences with these products is a key area of development."
  • This trend was also noted in a January 2020 article from Happi, which noted the growing interest among consumers regarding the fragrance of their "household cleaning products." Specifically, consumers are seeking fragrances that smell just like they do in real life. Consumers also expect to see real extract of that particular scent listed as one of the ingredients used in the product.
  • Particular scents that are emerging in popularity are "super fruits and influences from tropical climates."
  • Two companies that manufacture products for household cleaning that are already exemplifying this trend of boosting the sensory appeal of their products are Rebel Green (with unique scents such as Frankincense & Pine and Peppermint & Lemon) and Schmidt's (with its Cleaning Vinegar Multi-Surface Spray that comes in the scents Lavender + Sage, Citrus + Minerals, Amber + Aloe, and Bergamot + Lime).

4. Nuanced Cleaning

  • A broadly described, emerging trend we found in household cleaning is a focus on nuanced cleaning products.
  • According to the available summary of Mintel's "The Future Of Household Cleaners: 2020" report, within the "next five years", "the consumer focus on health will lead to more nuanced cleaning, moving away from 'one product fits all.'"
  • Given the very broad nature of this trend, we did not find examples of household cleaning product companies that are exemplifying the trend.

Robot Vacuum Cleaners — U.S. Consumer Demographics

  • The only demographic insights we could find about consumers who purchase robot vacuum cleaners pertained to the customers of the robotic vacuum brand iRobot (the maker of Roomba).
  • Those demographic insights (included below) are provided as values based on an Index. "Like most indices, [an index value of] 100 would be average and the convention is to focus on indices above 120 (higher than average) or below 80 (lower than average)."
  • With regard to the age of iRobot customers, the following were the Index values by age range: Ages below 24 (74 index value), ages 25-34 (142), ages 35-44 (99), ages 45-54 (76), ages 55-64 (95), and ages 65+ (98).
  • With regard to ethnicity, the following were the Index values of iRobot customers: Asian (255 index value), Caucasian (95), Hispanic (74), and African American (32).
  • With regard to income, the following were the Index values of iRobot customers: Below $20,000 (57), $20,000-$40,000 (60), $40,000-$60,000 (84), $60,000-$80,000 (86), $80,000-$100,000 (113), $100,000-$125,000 (156), and $125,000+ (155).
  • With regard to education, the following were the Index values of iRobot customers: Advanced degree post-college (151), college (100), and no college (52).
  • Though we could not find demographic insights about gender, we were able to find a substitute demographic insight about whether iRobot customers had children. The index score for iRobot customers who had children was 92 and the index score for customers who did not have children was 109.
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