If you’re reading this in February, chances are there’s ice on the pavements and bitter winds howling. But in a few short weeks it will be time once again for Britain’s annual spring cleaning blitz.
In our era of compulsive selfimprovement, spring cleaning the home in March is a natural follow on from January’s detoxing and dieting and February’s fitness. According to Mintel, the research experts, a third (32%) of Brits give their home an extra thorough, topto- bottom or deep clean when the days start getting warmer or lighter.
The Spring Equinox in the Northern Hemisphere falls on Tuesday March 20th. Many Brits celebrate the official end of winter by dusting away the cobwebs around the home. Restocking on cleaning products is part of the ritual, so now is the time to stock up and build displays and promotions.
It’s also time for brands to reconnect with their consumers. With the arrival of spring, says Stephen Brown at Mintel, the research experts, consumers are looking for cleaning tips and suggestions and household brands are creating online campaigns and scheduling product launches that coincide with the start of the spring cleaning season.
Another compelling reason for consumers to give their home a deep clean when spring comes is in preparation for home entertaining over the Easter break. Good Friday this year is on Friday March 30th.
Half the people who entertain at home say they spending more time than usual cleaning if they are expecting guests. Brands can therefore encourage the stocking up of cleaning products to get the home ready for guests but also remind consumer to have products they might need over the holiday period. This could include highlighting cleaning requirements such as stain removers to clear up spillages.
Continuing Mintel’s analysis, retailers have an opportunity to promote their products or introduce new ones as consumers jump into their spring cleaning ritual. Spring is also a season for renewal, which can involve switching brands, trying something new or being more open to cleaning tips. When brands connect with consumers online to offer cleaning tips, they take part in the growing practice of brands addressing lifestyle needs. Consumers increasingly rely on brands not just for product needs, but also lifestyle solutions.
In the case of household cleaning products, there is also a simultaneous need for lifestyle solutions that are eco-friendly.
Brands which address the need for environmentally-friendly cleaning alternatives, are part of the Mintel Trend “Moral Brands,” which highlights how consumers are also looking to brands to solve ecological and ethical issues like child safety and health.