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Men Who Clean: Shaking Up Gender Roles in Home Care - Part I

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  • 56 Pages
  • August 2019
  • Region: Global
  • Euromonitor International
  • ID: 4829487
The laundry industry has been addicted to a couple of stereotypes, one alluding to the 1950s housewife, the other dating back to cavemen. Both create female-exclusive product targeting with little thought to “masculine” laundry. This delayed the industry’s recognition of a quiet revolution taking place at home. Traditional gender roles breaking down, replaced by task partnerships and male chore owners. First reactions include male-exclusive targeting, but a gender-inclusive approach is needed.

The author's Men Who Clean: Shaking Up Gender Roles in Home Care – Part I global briefing offers an insight into to the size and shape of the Home Care market, highlights buzz topics, emerging regions, countries and categories as well as pressing industry issues and white spaces. It identifies the opportunity zones within home care, analyses leading companies and brands and offers strategic analysis of major factors influencing the market - be they new product developments, packaging/ format /ingredients innovations, economic/lifestyle/environmental influences, distribution or retail pricing issues. Forecasts illustrate how the market is set to change and criteria for success.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Home Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

Men Who Clean: Shaking Up Gender Roles in Home Care – Part I

Cleaning Products and Gender
Female Power Changes the Male Role
Men Who Do the Laundry