Mintel’s consumer research commissioned for this report shows that 43% of respondents agreed that they had made changes in household cleaning purchases in order to save money; additional research commissioned in March 2009 determines just how much they have changed.

Indeed, when asked if they had cut back on spending in the past year, 70% agreed. The findings show that about one in five households are cutting back a lot, while about half are cutting back at least a little.