Many think that the target market for cleaning products is limited to household cleaning. But, in fact, there is a large non-domestic cleaning market (factories, hospitals, etc) where purchase decisions to acquire cleaning supplies and equipment are more complex compared to those of a consumer buying a kitchen cleaning product.
Also, increasing concerns about chemicals, toxicity and cancerogenic substances in cleaning products is creating a growing subsegment of the market for organic, non-toxic products that are also environmentally friendly.
In this article, we will try to understand the target market for cleaning products by studying the primary motivations of people when they purchase cleaning products either for their homes or for their organizations.
An Overview of Cleaning Products
Cleaning products are used for personal or business purposes. Cleaning is often done to prepare a place for use, such as cleaning a home before guests arrive or cleaning an office in preparation for work. It may also be done with an aim of improving health, such as when hospitals are cleaned to prevent the spread of illness and disease.
Some examples of cleaning products are:
- Detergents
- Disinfectants
- Polishes
- Stain Removers
- Carpet Cleaners
- Surface Cleaners
Detergents
Detergents usually are liquids or powders that remove dirt and stains from fabrics, dishes, etc. by breaking down greasy molecules. They can also be surfactants (surface-active agents) like soap with a neutralizing agent such as ammonia.
Disinfectants
Disinfectants are used to kill or inhibit the growth of microorganisms such as bacteria viruses and fungi, either on inanimate surfaces or on living organisms.
Polishes
Polishes restore luster and shine to dull objects by removing microscopic layers of tarnish from metals like silver. For example, metal polishes such as Brasso or Silvo are used to restore the shine on silver and brass while furniture polishes like Pledge contain solvents that remove dust and dirt.
Stain Removers
Stain Removers target specific types of stains by various means including oxidizing agents, bleaches, enzymatic action or solvent action. For example, Resolve contains an oxidizing agent that breaks down the dye molecule while Coca-Cola is a solvent that can dissolve many food dyes.
Carpet Cleaners
Carpet Cleaners are usually liquids or powders with surfactants and detergents to remove dirt, dust and stains from carpets. Some contain enzymes to break down proteins while others have brighteners to make the carpet appear cleaner.
Surface Cleaners
Surface Cleaners target specific types of surfaces and remove dirt, dust and stains by dissolving or loosening them with various ingredients like surfactants (surface active agents), alkaline builders and solvents. For example, laundry detergents target fabrics instead of grease and grime, oven cleaners use alkaline builders to remove burnt-on food deposits while all-purpose cleaners generally contain solvents.
Understanding the Target Market for Cleaning Products
To understand the target market for cleaning products we will focus our attention on what motivates people to buy certain types of cleaning products.
These motivations can be classified as:
- Cleaning the Home
- Professional Cleaners
- Industrial Cleaning
- Hospital Cleaning
- Make-your-own Cleaning Kits
- Organic / Non-toxic Cleaning
- Environmentally friendly / Refillable Cleaning
1. Cleaning the Home
Cleaning the home is a necessary chore, but it doesn’t have to be unpleasant. There are many different types of cleaning products on the market, and each one is designed for a specific target market segment.
Some people are interested in getting the job done quickly. Such cleaning products are often called “disposable.” They can be used once and then thrown away. This makes them convenient for people who don’t want to have to store them after they’ve finished cleaning.
Other people are more interested in getting the job done properly. They might use heavier-duty cleaning products that require more time and effort to use but that produce a better result.
Many people will have kids and pets at home. Such people prefer cleaning products that are safe for their loved ones. They don’t want to have to worry about whether the product is toxic or not. In fact, parents of young kids are a market segment that will pay premium prices on cleaning products that are safe for their kids. This segment of the market may also turn to professional cleaning services for help.
Finally, some people care about the scent or fragrance of their cleaning products. They prefer to use air fresheners or cleaning products with a pleasant scent.
2. Professional Cleaners
Cleaning products used by professional cleaners are often different from those used by homeowners. They have to be able to clean a wide variety of surfaces, and they need products that are tough enough to get the job done quickly.
Professional Cleaners are more interested in how effective cleaning products are and may use certain types of chemicals that homeowners would shy away from.
Professional cleaners target the commercial market and are experts in cleaning high traffic areas and can handle large areas such as apartment complexes, office buildings, and hotels.
Many professional cleaning services specialize in a type of building or business to target their marketing efforts to that particular clientele. Some specialize in a specific type of cleaning and focus their energies on a single market, like the market for carpet cleaning.
3. Industrial Cleaning
Industrial Cleaning includes the cleaning of large factories and manufacturing units. The industrial sector uses a lot of heavy machinery which can be difficult to clean.
This target market segment includes companies that need to maintain a hygienic environment and avoid any potential health and safety risks. Such businesses need to abide by a health code and hygiene regulations. Companies like pharmaceutical companies and food processing companies fall in this market segment.
4. Hospital Cleaning
Hospital Cleaning is a sector in itself. Hospitals and clinics and other places where people may be ill or have open wounds require different types of products than the home cleaning sector.
For one, disinfectants are a must in order to kill bacteria and prevent the spread of infection. There are also specific cleaners that are used in hospitals such as floor cleaners, toilet cleaners and more. These products are designed to be effective against tough bacteria and viruses.
All good hospitals have strict cleaning policies in order to ensure that patients are safe. Cleaning staff must follow a specific routine when cleaning a hospital room. They must also be trained in how to properly use cleaning products. In fact, the CDC has specific guidelines on environmental cleaning at healthcare facilities.
5. DIY Cleaning Kits
A growing trend is to produce your own cleaning products using Do-It-Yourself Cleaning Kits.
These kits can be found online or in stores and have all the ingredients you need to make your own cleaners, including laundry detergent, surface cleaners, window cleaners and more.
The target market for these products are people who want to save money on their cleaning supplies, as well as those who want to know what is going into their household cleaners.
6. Organic / Non-toxic Cleaning Products
The market for organic and non-toxic cleaning products is growing rapidly as people become more aware of the dangers of traditional cleaning products. These products can not only be better for your health, but they can also be biodegradable and environmentally friendly.
This market segment is especially interested in natural ingredients and sustainable practices and can be sold on the benefits of using organic and non-toxic products.
Parents with small kids or pets are particularly interested in non-toxic cleaning products. This target market is also interested (at least somewhat) in the health benefits of a clean home, so they can also be a target for other related healthy lifestyle items like air purifiers, humidifiers and aromatic candles.
7. Environmentally Friendly / Refillable Cleaning
The market segment that prefers organic products is usually the segment that is also looking for environmentally friendly products.
Many of the cleaning products catering to this segment are typically made from natural ingredients and are safer for the environment. They can also be purchased in bulk so you do not have to continually purchase products like traditional cleaners that come in single-use containers.
Other people are interested in cleaning products that are environmentally friendly and biodegradable. These types of cleaning products usually cost more money, but they have the advantage of being good for the environment and some people are willing to pay a premium for this benefit.
Summary
The target market for household cleaning products includes those looking to clean their home as well as those who offer professional cleaning services to offices, buildings, hotels and hospitals.
People have different motivations when buying cleaning products. If you are considering manufacturing or selling a new cleaning product then understanding these motivations is a requirement for success.
Home cleaners look for cleaning products that give good value for money, are effective, and yet safe for people living in the house. Parents with young children are willing to pay a premium for products that are completely safe.
More and more people are getting attracted to products that do not contain harmful chemicals, no matter how effective they are. They look for environmentally friendly products that are either organic or at least non-toxic.
And finally, DIY kits for making your cleaning products are all the rage now. This is a growing segment that no marketer should ignore.
