A new survey by Nielsen has revealed in which countries men are most likely to take responsibility for household cleaning.
The survey examined 61 countries and found that men in the US are most likely to clean the house, with 33 per cent of male heads of households doing the majority of the housework.
In shared second place come Indonesia and Denmark, both with 25 per cent, while in 24 per of British households, men do most of the cleaning.
At the other end of the scale, Greek men (4 per cent) have been revealed as the least likely to do most of the household cleaning, followed by Indian, Colombian and Portuguese (all 5 per cent).
Nielsen UK innovation leader Ben Schubert commented, "The role men and women play in society continues to evolve, and although primary responsibility still lies with the female head of household, retailers and product manufacturers would do well to rethink product innovations and marketing strategies to reflect the increasingly active role men play in housework. There’s clearly a gap in the market to exploit."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Jenny Whelan. To subscribe to ESM: The European Supermarket Magazine, click here.
