Tis the season to be cleaning

With the season of goodwill fast approaching, it might be time to pull out the duster, mop - and most importantly the toilet brush. Indeed, it looks like the smallest room in the house is set for some serious scouring, as new research from Mintel finds the arrival of guests is the number one reason for keeping the nation’s toilets smelling fresh - today, as many as 92% of all Brits say that it is important toilets look clean for visiting guests.

But it is not just the toilet which gets a scrub down when visitors arrive, indeed, as many as four in 10 (39%) of all Brits say they always clean or tidy their home before their guests arrive - making the arrival of guests the most common reason for a spruce up.

It appears keeping up appearances is important to those who are entertaining and people want to avoid the embarrassment of their home appearing dirty, smelly or untidy - and the imminent arrival of guests to the home is a powerful incentive to give the toilet a clean. Some 39% of people are sometimes embarrassed by the state of their home and 28% by the state of their toilet.

Richard Caines, Senior Consumer Analyst at Mintel, said:

“Forget the spring clean, Christmas is the time for a major clean. It seems that the nation's toilets are never cleaner than when a visitor is due. It is clear that is is not just the tinsel and lights which will sparkle this Christmas! With so many people leading busy working lives, thorough cleaning of the home can often be neglected, but the arrival of visitors is a major trigger for deep cleaning.”

And it is not just the look of a home which concerns the nation. Arriving to a clean smelling house is high on the list of priorities for today’s houseproud homeowners. For six in 10 (59%) adults, making the home smell fresh for visiting guests is a major reason for using air fresheners, while over half (52%) use scented candles to add ambiance to a room. Scented candles are also set to benefit from gift sales this Christmas, with a third (32%) of Brits saying they would give scented candles as a gift.

“Making the home an inviting place for guests in terms of an atmosphere that looks and smells nice will help sales of household care products. Fragrances have become increasingly exotic sounding in recent years and the rolling out of new scents, including seasonal variants, will continue to help to drive product trial.” Richard continues.

Finally, for 6% of dishwasher owners, the dishwasher sits virtually redundant, being used once a week or less. The arrival of a guest however, prompts a flurry of activity in the kitchen with as many as 13% of adults who tend to only use their dishwasher when they have guests.

“More meals and more courses being prepared for visiting family, as well as more drinking, means the dishwasher will be cranked up increasingly frequently at Christmas. Producing sparkling clean glasses after entertaining guests and not having to dry up any items appeals to many consumers. ,That then leaves the post-Christmas clear up, with January being a time when household cleaning brands can look to encourage people to bring their spring cleaning forward. So when the decorations go away the cleaning products come out again to give the home another big clean.” Richard concludes.

For more information, please contact Sian Brenchley, Monica Trombini or Amanda Lintott
Telephone: +44 (0) 20 7600 5703 Email: press@mintel.com

Please note that this service is for journalists only. For all other requests please contact the sales team at info@mintel.com.



Consumer Shows

EDITORIAL FOCUS

Trade Journal:

Brightside Global Trade Journal is a quarterly publication established in 2006 and headquartered in New York. In 2010 the magazine will debut a new look with print/online/email editions. Brightside Global Trade Journal is committed to global issues such as renewable energy, healthcare, food and hospitality, consumer goods, information technology, and entertainment. Brightside Global Trade Journal is published by BMSI. BMSI produces events such as the Global Renewable Energy Expo Networking Summit and publishes periodicals including Brightside Global Trade Journal, Brightside Review, and Westchester Conversations. BMSI has a combined online viewership of over 50,000 and works in coalition with other organizations dedicated to promoting clean energy, a healthy environment, and a strong global economy that is sustainable.