Clean&By Ava Cari dad, Ed itorial Director Simple Convenience is the key to effective home care According to the Consumer Specialty Products Association (CSPA), there were 1.03 billion aerosol cans filled for household care use in the U.S. in 2013. In an attempt to spur growth in the mature and highly-developed U.S. home care industry, manufacturers chose to develop both premium- and economypriced products, a strategy implemented in accordance with the idea of the “disappearing American middle class,” according to market research firm Euromonitor International’s report Home Care in the U.S. Premium price points are justified through marketing that emphasizes increased complexity in terms of fragrance, aesthetic appeal and convenience-based innovation. At the other end of the price scale, manufacturers have developed economy products via budget lines and by cutting prices on products that have lost their edge due to recent product innovations, explained Euromonitor. Keep it clean… A 2013 survey conducted on behalf of the American Cleaning Institute (ACI) found that, in a 10% increase from 2012, 72% of respondents planned to spring clean every year. However, other data suggest that something’s getting between that plan and its execution. A separate survey conducted by the home cleaning company Merry Maids found that 68% of respondents viewed spring cleaning as “an overwhelming and timeconsuming chore,” and that the extra tasks that define the activity—such as scrubbing baseboards and washing window sills—were the very ones that people were most likely to ignore. 14 Spray September 2014
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