Company Claims Men Like to Clean

July 30, 2011

Remember when the men brought home the bacon and the women fried it up in a pan, then cleaned that pan and put it away?

While most TV commercials for household cleaning products still target women, new research from one company says that men are doing their fair share of the housework more than ever.

That company is Mintel, a global supplier of consumer, product and media intelligence with offices in Chicago, New York, London, Sydney, Tokyo and Shaghai.

man mopping floorAccording to recent research by Mintel, the percentage of men who say they do most of the household cleaning has increased from 17 percent in 2006 to 31 percent in 2011.

“The next generation of men are coming of age in an era when gender roles are less rigidly defined and men are set to become only more domestic,” said Alexandra Smith, managing editor, Mintel Inspire.

“The assumption of men relying upon partners to shop — or even having partners in the first place — is in need of revision. Brands that have long assumed their target audience to be women may need to take a second look at who’s pushing the grocery cart.”

Some of Mintel’s findings:

*55 percent of men who do household cleaning say cleaning the house give them a sense of accomplishment.

*26 percent consider cleaning house a thankless chore.

*42 percent would pay extra for a product that makes cleaning faster.

The percentage of parents with a child age 18 or younger in the home that are willing to pay more for child-safe cleaning products is 59 percent, though 20 percent of those say child-safe products don’t clean as well.

The fact that men even notice the quality of a cleaning solution is astonishing news.

“Retailers either haven’t tried, or haven’t figured out how to communicate with men — who like to clean as much as women do,” said David Lockwood, senior analyst at Mintel. “Of course, they aren’t as likely to clean, but the percentage of men who really enjoy cleaning is just as high as it is for women.

“These facts reveal that men remain an underexploited household cleaning target and the barriers to men’s increased involvement in household cleaning are not great.”

Categories: Economy, Education

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