When it comes to home care, who does the majority of the cleaning? Perhaps not surprisingly, it’s predominantly still women.
In Belgium, 45% of respondents say the female head of household does the majority of cleaning.
But even if they aren’t leading the charge, men are sharing some of the load. 26% say housecleaning is a shared responsibility between the two heads of the household, and 14% of respondents say men do the majority of cleaning.
Responsibility for product purchasing largely mirrors who is doing the cleaning—with even greater female influence. More than half of Belgian respondents (56%) say the female head of household buys the majority of cleaning products. Nearly one-quarter (23%) say it’s a shared responsibility, and slightly fewer (18%) say the male head of household is responsible for the majority of purchasing.
“The perception that home care is only women’s work is inaccurate,” said Peters. “The female head of household remains a key stakeholder in the cleaning process in many homes, but as more men play an active role in housework, marketing strategies need to reflect a more balanced approach—from product innovations to marketing messages. This will require a deeper understanding of how each gender approaches the task of cleaning and where gaps in current offerings may exist.”
As males continue to take a more active role in housework, they present a strong growth opportunity. Perhaps products with masculine fragrances or rugged packaging designs are opportunities worth considering, but unlocking the segment’s true potential will come from an in-depth understanding of how these users’ needs aren’t being met. In addition, marketers need to understand what motivates brand choice. Brands with higher equity tend to get considered more often, and typically represent a greater share of consumers' purchase requirement. For both men and women, brand choice is emotional and rational. To win consumers’ hearts and minds, marketers need to capture attention and engage consumers to drive them to take action.
The Nielsen Global Home-Care Survey was conducted Aug. 10-Sept. 4, 2015, and polled more than 30,000 online consumers in 61 countries throughout Asia-Pacific, Europe, Latin America, the Middle East/Africa and North America. The sample includes Internet users who agreed to participate in this survey and has quotas based on age and sex for each country. It is weighted to be representative of Internet consumers by country. Because the sample is based on those who agreed to participate, no estimates of theoretical sampling error can be calculated. However, a probability sample of equivalent size would have a margin of error of ±0.6% at the global level. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion.