Homecare Client Materials: Habits Practices
A summary of key findings, insights, and statistics from all documents included in the "Habits Practices" folder has been provided below.
BISSELL Dry & Wet Vacuum H&P Report
Purchase Motivators and Barriers
- The vast majority (67%) of consumers purchase a new cleaning appliance because their old one quit working. Consequently, being satisfied with a current vacuum and not feeling the need to purchase a new appliance is the key barrier for almost all appliances.
- Other factors behind purchasing new appliances have been mentioned by less than 10% of consumers. They include needing better suction (8%), attractive prices for newer models (7%), new technology (5%), new features (3%), and giving the old device away (3%).
- As for barriers, between 29% (for full-size upright vacuum) and 47% (for hand vacuum) feel like they don't need a new device. Other major barriers are the price, not being familiar enough with the device, and preferring to try out the appliance before purchasing it.
- Consumers are most interested in devices that are multi-functional. 26% use the same device for every surface.
- 64% of them own an upright vacuum, 52% own a mop, 26% own a carpet deep-cleaning machine, 26% own a non-electric mop-like device, 21% own a hand vacuum, 21% - a steam mop, 18% - a stick vacuum, 13% - a canister vacuum, 10% - a carpet sweeper, 11% - an electric wet cleaning device, 7% - a spot deep cleaner, and 4% - a robotic vacuum.
- Top brands of consumers' primary vacuums are Bissell, Hoover, Dyson, Shark, Dirt Devil, Black & Decker, and Electrolux.
- Bissell is the top choice for upright vacuums (18% of consumers), steam mops (35%), electric wet cleaning machines (33%), and spot deep cleaners (50%). Hoover is the second choice for upright vacuums (17%), while Dyson is leading in stick vacuums (31%).
Pet Owners as the Key Audience
- Pet owners are targeted by Bissell, because they are more likely to own almost all types of cleaning devices, including upright vacuums, electric wet cleaning devices, carpet sweepers, deep-cleaning machines, steam mops, spot deep cleaners, and robotic vacuums.
- The most significant differences can be seen in the ownership of upright carpet deep-cleaning machines (30% of pet owners and 19% of non-pet owners have them), steam mops (24% of pet owners versus 11% of non-pet owners), and upright vacuums (66% of pet owners versus 59% of non-pet owners).
- Pet owners are also more interested in learning about cleaning appliances through television ads, family and friends, general search on the Internet, retailer's website, or consumer reports. Those sources are also top for non-pet owners, though they are significantly less popular among them.
Habits & Practices for UV, Dry Specialty, and Wet Specialty (1638)
- People tend to vacuum rugs and carpets once a week and dry-clean floors when they appear dirty. Afterward, they judge the effectiveness of cleaning based on the dirt in the dirt or bin top.
- They wet-clean on a schedule or to clean a spill or mess event. More than 50% use a mop and a bucket, 30% use a spray mop, and 20% clean floors on hands and knees. Such cleaning is considered effective if surfaces appear clean and smell nice.
- Upright vacuums are the most popular cleaning appliances, with a 64% ownership rate. They are the most common appliance for vacuuming the entire house and soft surfaces. They also have the highest satisfaction rate, along with canister and steam vacuums.
- However, their popularity has declined between 2010 and 2017. Two common pain points are the noise and the frustration associated with cords.
- Stick vacuums are typically used for quick cleaning before the arrival of guests, after meals, and for spot vacuuming of hard surfaces. They tend to be used in the widest variety of rooms.
- The most common pain points associated with those appliances are that they are not powerful enough and bad for cleaning edges and corners, as well as for pet-related messes. People are also skeptical about the effectiveness of both stick and robotic vacuums, which is a barrier to purchase.
- 57% of stick vacuum owners also have an upright vacuum, while only 18% of upright vacuum owners have a stick vacuum.
- Upright carpet deep-cleaning machines, non-electric mop-like devices, and carpet sweepers have the lowest satisfaction rates among cleaning appliances.
BISSELL H&P Secondary Research Report
Technologies Used in Vacuums
- Key features of vacuum technology are self-navigation settings and tools, height adjusting settings, and dirt sensors for robotic vacuums, as well as cyclonic separation, sealed vacuum technology, HEPA filtration, clear dirt tanks, and cord rewind features for upright vacuums.
- According to HowStuffWorks, vacuum technology features that will become more important in the future include retractable power cords, bagless vacuums, advanced filtration technologies, and cyclonic technology.
- Robotic floor cleaners are expected to continue their growth due to their convenience, though their super-premium price remains a significant barrier. Young adults (aged 18-34) are significantly more likely to be interested in them than other age groups.
- Voice control is a category that is growing aggressively. According to ComScore's forecasts, in 2020, it was supposed to reach 200 billion searches per month, translating into a $5 billion market. Neato and Samsung are two vacuum producers that have models with Amazon Echo integration.
- Vacuum cleaners were forecast to grow at a CAGR of 2% until 2021 in terms of retail volume, to over 49 million units.
- The cleaning robot market was predicted to be worth $2.50 billion by 2020, with a CAGR of 15.3%.
- The residential vertical segment held the largest market share in 2014, accounting for 59.4%. The floor cleaning robot segment had a 59.8% share within the residential segment.
Rise in Pet Ownership
- Pet ownership is on the rise, especially among millennials, who will soon have their own houses and apartments.
- According to the American Pet Product Association, in 2015, the spending on pet products was a record $60.28 billion, with a forecast to grow further in 2016.
- 31% of all pet owners are millennials. The number of millennial pet owners grew 25% between 2007 and 2015, compared to 14% in overall pet ownership. They spend more on pet products than any other generation, pay attention to their pets' health and wellness, and purchase pet products through dedicated mobile apps, inspiring their development.
- The growth in pet ownership impacts the vacuum sector, fueling the need for vacuums that can effectively clean pet hair.
- Some targeted offerings include Bissell's Total Floors Pet Vacuum, Miele Dynamic U1 Cat & Dog Vacuum, and Shark Rocket TruePet Ultra-Light HV322. Dyson's stick vacuums are also engineered to clean pet hair and allergies.
A Decrease in Homeownership and Home Size
- The US is changing into a nation of renters. In 2016, the homeownership was at its lowest since 1967. In Q1, it was at 65.3%.
- At the same time, home values continued to increase by at least 5% per quarter for eight consecutive quarters leading to Q12016, which is a significant barrier for renters to buy a house.
- Still, 78% would like to do it at some point if they can overcome financial limitations, pay down debts, and find a house in a desirable neighborhood.
- In the first three quarters of 2016, the average home size started to decrease slightly due to builders focusing on entry-level homes. Despite this, the majority of US people, regardless of generation, would rather live in a larger house than their current one. Millennials are most likely to upsize, with 60% claiming their dream house would be larger.
- The global flooring market was forecast to reach $326.38 billion by 2020. The growth is fueled by the demand for innovative, durable flooring. Additional drivers include the increase in renovation projects, "development of hassle-free installation techniques," and rising demand for environmentally-friendly products.
- Wood is a trending material, with preferences for laminates, darker stains, gray tones, exotic species, hand-textured floors, large and multiple-sized planks. Vinyl floors are also on the rise.
- While wall-to-wall carpeting is not popular anymore, carpets are still used in some areas of the house, including bedrooms and stairs. Carpet manufacturers are working on developing environmentally-friendly and extremely soft products.
BISSELL Upright Deep-Cleaning Habits & Practices – Final Report (#1705)
UDC Owners' Characteristics
- UDC owners typically live in a single-family home they own and have multiple cleaning appliances. Most of them don't use professional cleaning services.
- 83% of UDC owners live in a single-family home, while 17% live in an apartment, condo, mobile home, or trailer. They have spent an average of 13.3 years in their current home.
- 82% live in the house owned by them or someone else in the household, while 18% are renters. This means that consumers aged 35+ are a suitable target audience for UDCs because they are more likely to own a house.
- Only 16% of them use professional cleaning services. They prefer the convenience and flexibility of using the UDC appliance whenever they want.
- UDC owners most commonly deep clean their homes when the floor looks dirty. They tend to use UDC appliances in their bedroom, living room, family room, recreational room, and bathroom. At least 50% of them use those devices to clean dry dirt, food, beverage, pet hair, crumb / dry debris, and pet messes.
- They are even more likely to deep clean when the floor looks dirty after an important life event. 72% of owners do it after getting a new pet, 58% after having or learning that they are expecting a child, and 66% - after moving, compared to 55% with no recent life events.
- The typical frequency of deep cleaning is every 2-6 months. While most owners deep clean their bedrooms and living rooms, other rooms such as recreational and family rooms and bathrooms are deep cleaned more frequently.
Key Features as Perceived by UDC Owners
- The five most important UDC features, as rated by owners, are that they should clean thoroughly (88%), remove deep-down dirt (86%), have powerful suction (85%), remove tough stains (84%), and allow them to deep clean when they want to (84%).
- The features that they are most satisfied with are that they allow them to deep clean when they want to (80%), are easy to use (76%), save the money (74%), clean thoroughly (73%), remove the odor (73%), are easy to fill with water/formula and empty dirty water (73%), and are good value (73%).
Leading Brands and Purchase Channels
- Bissell is the leading UDC brand, with 59% of owners saying they own a Bissell device. 24% of them have a Hoover appliance, while 7% own a Dirt Devil device.
- Walmart is by far the most popular purchase channel, with 29% having purchased their UDCs there. It is followed by department stores (13%) and home improvement stores (10%).
Habits & Practices for Upright Deep-Cleaning Appliances and Formulas (1705)
- Upright deep-cleaning (UDC) appliance usage was on the increase in 2017. 75% of owned UDCs had five years at most while two in three owners used them more that year than in previous years.
- Around 80% of UDC owners own a house, which makes them more concerned with keeping their house clean and protecting their investment.
- They also have wall-to-wall carpeting on a little over half of their house floor, especially in bedrooms and living rooms, where such appliances are most used. It takes them approximately half an hour to deep clean one room, which then dries for three hours.
- Their key motivators for purchasing UDC appliances are the ability to clean as often as they want, effectively removing spots and stains, and having the flexibility to deep clean carpets when needed. They tend to deep clean when carpets are dirty, have stains, or after their pets make a mess.
- However, they complain about having to move furniture and clean the machine after use, as well as about the overall time it takes to deep clean.
- UDC users are brand loyal when purchasing UDC cleaning formulas. 75% chose the same brand for their last two purchases. Having used a brand before is the key purchase factor.
- Major strengths of UDC appliances include the elimination of odors, removing stains, being good value, and being safe for pets, while top areas for improvement are developing an effective brush system and cleaning pet messes.
Understanding Consumers in Europe, Asia and Russia: BISSELL
International Consumers' Product Needs
- Europe, Asia, and Russia have comparable cleaning product needs. They mostly look for strong suction power and maneuverability, which leads them toward shared interest in similar types of devices.
- Canister vacuums dominate across different markets (China, France, Italy, Russia, Germany, and Japan) in those regions in terms of ownership, apart from China, where robotic vacuums are the most popular. Excluding China, between 23 and 47% of consumers own bagged canister vacuums, and 27-58% have bagless canister vacuums.
- At the same time, in most of those markets, consumers are most interested in buying robotic vacuums (between 15 and 40% in top markets), followed by cordless stick vacuums (15-17% across the top markets).
- Common characteristics that influence the cleaning appliance market in those areas include small houses, hard floors, mostly shopping in brick-and-mortar stores, and both genders sharing responsibility for floor cleaning and purchase decisions.
- The average spend on currently owned cleaning appliances across those markets is between €167 and €260.
Key Audiences: Families with Pets and Children
- Active families, defined as those with pets and/or children, are the most attractive target audience for cleaning appliances.
- 46% of active families spend over €200 on cleaning appliances, compared to 36% of all consumers across selected markets in Europe, Asia, and Russia.
- 64% of pet owners in those markets agree that they need to clean more since they have a pet. 33% of them clean the floor daily, compared to 21% of non-pet owners. 61% clean spills, dirt, and other messes every day, as opposed to 57% of non-pet owners. Also, 34% sweep or vacuum the floor daily, while only 23% of those who don't own a pet do.
- Having a child has a similar impact on the cleaning routine. 35% of consumers with kids clean the floor in the living room each day, 64% clean spills, dirt, and other messes daily, while 37% sweep or vacuum the floor daily.
- Additionally, pet owners tend to own more devices for quick cleaning, including cordless stick vacuums, robotic vacuums, and hand vacuums. They are also more interested in buying cleaning appliances. 67% of them think about buying a new one, compared to 53% of non-pet owners.
Differences Between Performance and Convenience Cleaners
- Two main types of cleaners in Europe, Asia, and Russia are performance and convenience cleaners. They differ in terms of cleaning habits and needs, especially in relation to non-vacuum appliances.
- 48% can be considered performance cleaners, or those who "take their time and clean well." 52% are convenience cleaners, who "take the shortest amount of time possible to get the job done." The former are looking for devices that provide a quick and easy cleaning experience, while the latter want to make sure that their floor is really clean.
- Performance cleaners typically live in larger households (with at least three people, compared to an average of 2.8) with kids and pets.
- The highest-priority devices in selected European, Asian, and Russian markets are the robotic vacuum, the cordless stick vacuum, and the bagless canister vacuum because they fit both convenience and performance cleaners' needs.
Since some of the key takeaways are common for at least two documents, we decided not to repeat them. Also, for most of the reports, we included additional subsections, as there were quite a lot of relevant statistics and insights available around each key finding. At the same time, those reports covered multiple topics, which made it impossible to distill fewer key findings without leaving out crucial information. However, we didn't create subsections for the two one-page documents because the data was already condensed.