MOLLY MAID, the UK’s leading professional domestic cleaning company, recently commissioned a nationally representative survey to monitor any changes in awareness levels of the MOLLY MAID brand. Having completed the same survey in 2005 using identical questions, MOLLY MAID is delighted to report that total overall national awareness levels have increased by over 15% to 22% since 2005, which is more than double that of its competitors in the UK. In a market worth £1.6 billion, more people than ever are using MOLLY MAID and recognise the brand over the competition. The survey recently conducted by IPSOS MORI* showed that more than one in five adults (22%) in the UK now regard the MOLLY MAID brand as the household name for domestic cleaning.
In addition, total spontaneous awareness of the MOLLY MAID brand has risen to 10% compared to only 2% achieved by its closest competitor, indicating that the MOLLY MAID brand is by all measurements the leading brand in the domestic cleaning sector. The demographic most aware of MOLLY MAID were those in the ABC1 category and those between the ages of 35-54 years.
The survey, which was also conducted in sample regional areas, showed even higher awareness levels. More than one in three people in the South East (38%), nearly one in two, are familiar with the MOLLY MAID brand closely followed by those in the West Midlands (34%) and East Midlands (32%).
Moreover, the survey also revealed that the estimated total market value for the domestic cleaning industry to be worth over £1.6 billion in the UK. Claiming more and more of the market, the 2010 MOLLY MAID turnover rose to more than £15 million (3% increase in growth from 2009) showing that there is significant opportunity for continued growth and that MOLLY MAID continues to be a very lucrative business opportunity within this market.
Pam Bader OBE, CEO of MOLLY MAID UK explained:
“Having proudly worked with MOLLY MAID for over twenty five years, I am thrilled to witness the brand growing from strength to strength. It has always been my wish for MOLLY MAID to become the generic name for household cleaning and this survey shows that after much hard work, we are the leading brand in domestic cleaning sector. Equally, the MOLLY MAID service has very much become an affordable necessity for our customers.
Pam continues, “Despite the economic downturn, MOLLY MAID is no stranger to recessions having witnessed one recession in the 1990’s and now another, but both times we have risen to the challenge and our recent financial results show that MOLLY MAID has become stronger as a result. As a brand, we continue to flourish and we look forward to welcoming a select number of new Franchise Owners to the organisation and continuing our growth in 2011.
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Notes to editors:
1) *The Ipsos MORI data is based on a nationally representative Capibus (Computer Assisted Personal Interviewing) market research survey conducted in September 2010 amongst 1,972 adults.
2) MOLLY MAID is one of the world’s largest professional domestic cleaning services, carrying out 1.8 million home cleans every year worldwide. Initially founded in Canada in 1979, MOLLY MAID currently trades in Canada, USA, Japan, Portugal, and the UK.
3) MOLLY MAID offers a 100 per cent guaranteed, flexible and affordable domestic cleaning service. Staff are fully insured, work in teams of two and arrive in MOLLY MAID branded cars, bringing with them all the necessary cleaning equipment and supplies.
4) MOLLY MAID came to the UK in 1984 and has grown from a standing start to 70 Franchise Owners nationwide and a current annual turnover of over £15 million in 2010 which represents a 3% increase from 2009, the demand for the service that is regarded as an affordable necessity is set to expand throughout 2011.