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Home cleaning laundry preferences of Singaporeans
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Home cleaning laundry preferences of Singaporeans

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More than eight in 10 Singaporeans (82%) have purchased household cleaning products in large in-store retail chains, (such as a mass merchandiser or hypermarket) in the past 12 months, and was the highest population among the Southeast Asia average of 75%, 

CONSUMERS WANTED GOOD PRICE AND PERFORMANCE IN HOUSEHOLD CLEANING PRODUCTS

83% of the respondents indicated that a good price/value was very important or somewhat important when selecting a household cleaning product. Performance (it cleans well) was the second on the list as eight in 10 (80%) Singaporeans viewed that as very important or somewhat important. Previous experience with the product mattered to 73% of those surveyed as very important or somewhat important. 

CONSUMERS LOOKED FOR EFFECTIVENESS AS THE KEY BENEFIT IN AN ALL-PURPOSE CLEANER

When it came to purchasing an all-purpose cleaner, effectiveness was top on the list to 65% of Singaporeans.  Local consumers cited multi-purpose use (57%) and ease of use (54%) as the second and third most important purchase criteria respectively.

In addition, Singaporeans looked towards safer choices in the products that they use in their homes. 46% of Singaporeans sought for all-purpose cleaners without harsh chemicals in their ingredients. 

SINGAPOREANS’ LAUNDRY BEHAVIORS AND CHOICE IN LAUNDRY DETERGENT

35% of those surveyed did their laundry two or more times per week while 25% of locals did it every day. Close to seven in 10 (69%) of the respondents used a washing machine and dryer in Singapore.

57% of Singaporeans listed efficiency as the most sought-after benefit when purchasing a laundry detergent. Followed closely was efficacy as 54% of locals sought for detergents that were best at getting stains out. Slightly less than half (49%) of Singaporeans indicated that they wanted detergents that could be used on all types of items.

For more detail and insight, download Nielsen’s Global Home-Care Report. If you would like more detailed country-level data from this survey, it is available for sale in the Nielsen Store.

About the Nielsen Global Survey

The Nielsen Global Home-Care Survey was conducted Aug. 10–Sep. 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, including 503 respondents from Singapore. 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.