Market Overview

New Study | Cleaning Habits of Young Adults Market Growth and Research in UK 2014 Share

New Study | Cleaning Habits of Young Adults Market Growth and Research in UK 2014 Share

Most up-to-date research on "Cleaning Habits of Young Adults - UK - October 2014" to its huge collection of research reports.

With independence, in terms of moving away from the parental home, comes greater responsibility for household cleaning matters, so this is an important time for household care brands to engage with young adults through communications about the latest time-saving cleaning products or equipment, as well as advice and ideas on maintaining a clean and tidy home. Attracting the attention and spending of 16-34-year-olds at this stage of their lives will help to build life-time purchasing for brands in the cleaning market.

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Table of Content



Executive Summary

Market factors
Growth in population of 15-34-year-olds
Figure 1: Trends in size of population of young adults (15-34-year-olds), 2009-19
Importance of presence of children and pets
The consumer
Young people in range of living situations
Figure 2: Current living situation of young adults (16-34-year-olds), July 2014
Those living with parents mostly clean their own bedrooms
Figure 3: Proportion of young adults living with parents who are mostly responsible for different household chores, by age, July 2014
Internet big source of advice on household care matters
Figure 4: Where young adults go for advice on household chores, July 2014
Young adults focus strongly on price
Figure 5: Factors influencing brand choice in household cleaning products, July 2014
Toilets and kitchen worktops the top cleaning priorities
Figure 6: Most important cleaning tasks to do regularly, July 2014
Young people attach high importance to a clean home
Figure 7: Attitudes towards the home and household cleaning, any agree, July 2014
What we think

Issues and Insights

The impact of delayed adulthood on the household cleaning market
The facts
The implications
Using advice on household cleaning to increase brand loyalty
The facts
The implications
Themes relating to brand choice most likely to engage young people
The facts
The implications
Focusing on young adults’ cleaning priorities to help increase sales
The facts
The implications
Using attitudes towards cleaning to drive product development
The facts
The implications

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Trend Application

Trend: Return to the Experts
Trend: Help Me Help Myself

Market Drivers

Key points
Growth in 25-34-year-olds good for cleaning brands
Figure 8: Trends in the age structure of the UK population, 2009-19
Young adults more likely to live in larger households
Figure 9: Household size for young adults aged16-34-years-old, July 2014
Majority of young adults in employment
Figure 10: Population of young adults (16-34-year-olds), by working status, July 2014
Figure 11: Working status of mothers and fathers aged 16-34-years-old, July 2014
Presence of children increases focus on hygiene
Figure 12: Proportion of young adults (16-34-year-olds) with children of different ages, July 2014
Pets present in the majority of homes
Figure 13: Ownership of pets by young adults (16-34-year-olds), by presence of own children, July 2014
Figure 14: Ownership of pets by young adults (16-34-year-olds), by current living situation, July 2014

The Consumer – Current Living Situation

Key points
Young adults in a range of different living situations
Figure 15: Current living situation of young adults (16-34-year-olds), July 2014
Age the key determinant of current living situation
Figure 16: Current living situation of young adults (16-34-year-olds), by age and gender, July 2014
Living with parents while saving for a home
Figure 17: Current living situation of young adults (16-34-year-olds), by working status, July 2014

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