FOR IMMEDIATE RELEASE
Brian Sansoni, The Soap and Detergent Association, 202.662.2517, bsansoni@cleaning101.com

Spring Cleaning Still in Season for Most Americans

The Soap and Detergent Association’s (SDA) Spring Cleaning Survey Reveals Consumers’ Cleaning Personalities, Purchasing Patterns

• 60% Say Spring is the Best Time to Rid the House of Dirt, Clutter
• 98% feel good about themselves when their house is clean
• 54% of Americans prefer to clean on a daily or weekly basis

Summary - Key Findings

WASHINGTON, DC – February 27, 2006 – Sixty percent of Americans agree that springtime is the best time to rid their homes of dirt and clutter, according to the 2006 Soap and Detergent Association (SDA) Spring Cleaning Survey. More than one-third (37%) of respondents, however, prefer to conduct their major cleaning projects at other times throughout the year.

"For most Americans, spring is a great time to clean and freshen up their home," said Brian Sansoni, SDA Vice President of Communication. "They are getting rid of a winter’s worth of dust, dirt and grime. Of course, people also appreciate that there are significant physical and emotional benefits to keeping a clean house all year long."

The Spring Cleaning Survey, conducted by International Communications Research for SDA, revealed the top benefits consumers realize from frequent house cleaning:

• 98% feel good about themselves when their home is clean
• 97% believe their families appreciate a clean home
• 97% say their furnishings will last longer if they are cleaned regularly
• 94% understand that cleaning can help reduce incidences of illness, allergies and asthma
• 89% say their clothes will last longer if they are clean

Survey participants also were asked to best describe their personal cleaning product purchases.

• Forty-four percent describe themselves as "familiar" buyers, selecting only what they need and sticking with known products and brands.
• Twenty-two percent claim to be "creative," buying a variety of products to enhance their homes.
• "Advanced" purchasers (21%) buy both products they need and products they want, trying new items more frequently.
• Finally, "experimentals" (7%) always try what is new and more convenient.

Innovations for All Types

More women than men claim to be creative and advanced shoppers, and younger shoppers (ages 18-34) are more likely to say they are experimental shoppers. But for all of these categories of shoppers, cleaning products keep coming in more shapes, sizes and formulations. More recent trends include:

• A wider variety of high efficiency (HE) laundry detergents to meet the needs of the growing number of consumers who are purchasing HE washing machines.
• Concentrated laundry detergents that have added cleaning power, as well as soften and have sophisticated, even cultural scents.
• An expanding shelf of specialized wipes for cleaning the most popular surfaces in the house.
• Soaps and other cleaning products that stimulate the senses, offering the look, feel and scent of a luxury product.

Finally, 91 percent of those surveyed agreed that cleaning products are more convenient than ever, and 80 percent agreed that cleaning products have evolved to better fit their lifestyles. When asked to describe their cleaning patterns, more than half (54%) of the respondents report that they prefer to clean on a daily or weekly basis. Nineteen percent of the respondents said they do not clean on a regular schedule, but when they do so, it is very thorough. Eighteen percent said they find they always have a lot of clutter around the house.

"Today’s range of cleaning product choices really allows people to use products that fit their personal cleaning routines and styles," said Sansoni. "Innovations in cleaning products are advancing constantly. It’s a hallmark of our industry."

www.cleaning101.com

SDA offers useful spring cleaning tips on surface cleaning, disinfecting, laundry and fabric care, dishwashing, and proper home and workplace hygiene, at www.cleaning101.com.

SDA reminds consumers that the easiest way to get the most value out of their cleaning products is to read the product label directions. You want to make sure you’re using them effectively, properly, and most importantly, safely.

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The Soap and Detergent Association (www.cleaning101.com) is the Home of the U.S. Cleaning Products Industry^SM, representing manufacturers of household, industrial, and institutional cleaning products; their ingredients and finished packaging; and oleochemical producers. SDA members produce more than 90 percent of the cleaning products marketed in the U.S. The SDA is located at 1500 K Street, NW, Suite 300, Washington, DC 20005.

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The Soap and Detergent Association Spring 2006 National Cleaning Survey Findings

The following questions were asked of 1,009 American adults (451 men and 495 women). The independent consumer research study was completed in February 2006, on behalf of The Soap and Detergent Association (SDA), by International Communications Research (ICR). The survey has a margin of error of plus or minus 3.2 percent.

How would you best describe your cleaning product purchases?
Results:

• FAMILIAR: I buy what I need when I need it, sticking with known brands and products (44%)
• CREATIVE: I buy a variety of products and brands that enhance my home and make me feel good about keeping a clean home (22%)
• ADVANCED: I buy both products I need and ones I want – if I see something new I want to try it (21%)
• EXPERIMENTAL: I always try what is new and more convenient (7%)

Demographic Insights:

• More women claim to be "creative" and "advanced," while more men classify themselves as "familiar."
• Younger and older respondents tend to be "familiar," with those between the ages of 35-44 claiming to be "advanced" or "creative."

Which of the following do you feel best describes your cleaning patterns? Results:

• I clean on a daily or weekly basis (54%)
• I don’t clean on a regular schedule, but when I do, I do so very thoroughly (19%)
• I generally keep things clean, but find that I always have a lot of clutter around the house (18%)
• I have someone who cleans for me most of the time (8%)

Demographic Insights:

• Younger Americans (18-34) are more frequent cleaners, and older Americans (55+) are most likely to have someone who takes care of the household cleaning.

Do you agree or disagree with the following statements? Results:

• I feel good about myself when my home is clean (98% agree)
• My family appreciates a clean home (96% agree)
• My furnishings will stay in better condition if they are clean (96%)
• Cleaning helps reduce incidences of illness, allergies and asthma (94%)
• Cleaning products are more convenient than ever (91%)
• My clothing will last longer if it is clean (89%)
• Cleaning products have evolved to fit my changing lifestyle (80%)
• Products with aromatic scents make cleaning more enjoyable (74%)
• Spring is the best time to rid one’s home of dirt and clutter (61%)