Surveying consumers’ willingness to pay for benefits and claims 

Designing the consumer survey 

What cleaning benefits resonate with today’s consumers? And are there any claims that actively discourage consumers from purchasing products? 

In short, what makes consumers in the US multi-surface cleaner market tick? 

To find out, we surveyed more than 600 consumers between the ages of 18 and 65 who said they were the decision maker for buying cleaning products in their home. These people all stated that they used multi-surface cleaner at least once a month. 

Additionally, we increased the number of “green” consumers by increasing the quota up to 25% of the total sample size in order to get a more accurate view of their preferences. In total, 34 different claims were tested. 

Highligts from survey

Healthy and natural aspects of cleaning are increasingly important for a growing portion of the consumer base. And that’s great news for microbial cleaning technology.

The top 5 claims
  • Kills 99.9% of bacteria and viruses
  • Disinfects as it cleans
  • Helps fight mold and mildew stains and odors
  • Powers through tough grease and grime
  • Free from harsh chemicals

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