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Contact: Brian Sansoni, 202-662-2517 (office); via email at bsansoni@cleaning101.com Survey Reveals Why People Are Wild About Wipes
WASHINGTON, D.C., January 18, 2005 – Cleaning countertops, disinfecting surfaces, and personal hygiene are among consumers’ favorite uses for wipe products, according to The Soap and Detergent Association’s (SDA) latest National Cleaning Survey. SDA (www.cleaning101.com) unveiled the survey results at the 2005 VISION Consumer Products Conference in New Orleans, Louisiana, sponsored by INDA – the Association of the Nonwoven Fabrics Industry. When asked if they’ve ever used any type of cleaning, disinfectant, or antibacterial wipe, 66 percent of those surveyed said yes. “Among those consumers who’ve used wipes, 80 percent say they use a wipe at least once a week,” said Brian Sansoni, SDA Vice President of Communication. “More than one-third (36%) use a wipe at home at least once a day.” What do they like most about wipes? “An equal amount (26%) like wipes’ portability and how easily you can dispose of dirt or germs,” added Sansoni. “People with on-the-go lifestyles benefit from the ‘take anywhere’ characteristics of wipes. And they love the built-in elbow grease that gets the job done.” Where the wipes are Among those who use wipes, SDA asked what was their favorite use for wipes in the home. The top choices: cleaning countertops/appliances and disinfecting/sanitizing surfaces – 23% each. Rounding out the top five: cleaning hands/face/skin – 17%; cleaning bathroom fixtures – 11%; and dusting/cleaning furniture – 6%. “With a wide variety of wipe products on the market, manufacturers are continuing to meet consumers’ demand for products that make all kinds of cleaning tasks easier and faster. From killing germs on surfaces, to dusting and polishing furniture, to dishwashing, wipes make everyday cleaning a breeze,” said Sansoni. Effectiveness Motivates Buying Behavior The most common factor among wipe users in selecting a cleaning wipe is, not surprisingly, cleaning effectiveness (41%). Shoppers also reported good value (23%) and the brand name (15%) as important factors in choosing a cleaning product. Durability (10%) and package size (4%) were also cited. More data from the survey is available online at www.cleaning101.com/newsroom. Safe Cleaning When it comes to safe and effective cleaning, SDA reminds consumers to read all product label directions carefully. “Take a moment to check the label," says Sansoni. “It’s an easy way to make sure you’re using the product safely, properly and effectively.” SDA has scores of useful cleaning tips on household cleaning and disinfecting, laundry and fabric care, dishwashing, and proper home and workplace hygiene at its website: www.cleaning101.com. Links to SDA members: www.cleaning101.com/about/members.cfm. About the survey: The independent consumer research study was completed in December 2004 on behalf of The Soap and Detergent Association (SDA) by International Communications Research (ICR). The survey question inquiring about whether consumers had ever used wipes was asked of 1,021 American adults (509 men and 512 women), with a margin of error of plus or minus 3.1 percent. Data resulting from 657 individuals who had indicated they had used a wipe product has a margin of error of plus or minus 3.8 percent. ### The Soap and Detergent Association (www.cleaning101.com) is the Home of the U.S. Cleaning Products IndustrySM, 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.
Cleaning Wipes Survey Findings The independent consumer research study was completed in December 2004, on behalf of The Soap and Detergent Association (SDA), by International Communications Research (ICR). The initial survey question was asked of 1,021 American adults (509 men and 512 women). The subsequent data is based on responses given by 657 individuals who indicated they had used a wipe product. The survey has a margin of error of plus or minus 3.8 percent, unless otherwise noted. Have you ever used any type of cleaning, disinfectant or antibacterial wipes? (margin of error of plus or minus 3.1%) Results:
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Which of the following is your favorite characteristic about cleaning wipes? (asked of those who had reported ever having used a wipe) Results:
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For which of the following do you use wipes at home? (asked of those who had reported ever having used a wipe) Results:
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Which of the following is your FAVORITE use for wipes at home? (asked of those who had reported ever having used a wipe) Results:
How frequently do you use any type of wipe at home? (asked of those who had reported ever having used a wipe) Results:
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What is the most important factor you consider when selecting a cleaning wipe? (asked of those who had reported ever having used a wipe) Results:
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Are you loyal to a particular brand of cleaning wipes, or do you purchase different brands and types of wipes? (asked of those who had reported ever having used a wipe) Results:
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The Soap and Detergent Association