Consumers Embrace Mid-Range Cleaning Tool Prices

This is part two of a special, four-part web series showcasing exclusive consumer research and analysis from the HomeWorld Forecast 2018 survey. The series, sponsored by Casabella, examines consumer purchase expectations for stick goods and cleaning tools. Scroll through charts by clicking on the arrow icons. Click here to receive the complete HomeWorld Forecast 2018 supplement.

The 2018 Forecast survey revealed that 53.6% of consumers planning to make a mop purchase in the next 12 months are looking to microfiber to fill their needs. Price expectations indicate that consumers are comfortable shopping for microfiber mops in the mid-range price points, as the survey showed 72.2% of respondents expect to pay between $10 to $29.99 for this type of cleaning tool.

For each of the stick goods products listed below, how much would you expect to pay?

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*Source: HomeWorld Business Forecast 2018 consumer survey, conducted by The NPD Group.

Disposable mops came in the number two spot in terms of consumers expecting to make a mop purchase in the coming year, with 45.6% of respondents stating this mop type to be their next most likely purchase. When it comes to price expectations, consumer responses were mixed between the low, mid-range and high-end price points. However, the majority of consumers stated that they expect to pay between $10 and $14.99 for a disposable mop.

Sponge and string mops also saw consumers gravitate towards the mid-level price point of $10 to $14.99 with 33.4% and 33.2% of consumers respectively. However, the survey revealed that when it comes to spin mops, consumers expect to pay the higher price point of $20 to $29.99, with 28.2% of consumers.

The standard broom came in the number two spot behind cleaning tools that use disposable cloths/pads as consumers’ next most likely cleaning tool purchase. Of those surveyed, 33.2% of respondents stated that they expect to pay between $10 to $14.99 for an angled broom while 29.9% of respondents stated that they expect to pay the lower price point of $5 to $9.99.