Combating Uncertainties About Surface Cleanliness

BY AMY GATH | VICE PRESIDENT OF MARKETING AT FORMICA CORPORATION

IMAGES COURTESY OF FORMICA CORPORATION

The pandemic has kept cleanability top of mind for many, and as we enter a new year, a clean and healthy home will be critical for our happiness and well-being. At the end of 2021, Formica Corporation released new research that detailed just how much COVID-19 has affected cleaning preferences among homeowners. The results found that while 71% of us are deep-cleaning the countertops in our kitchens, bathrooms, and other areas throughout the home once a week or more, we still do not feel confident the surfaces within those spaces are actually clean after doing so. That’s a significant percentage, and it presents an opportunity for the industry to take greater action to ensure consumers are educated about durable and cleanable surface materials, as well as the best cleaning practices to follow in 2022.

YOUNGER HOMEOWNERS AND PARENTS CLEAN MORE OFTEN When we looked at these results in greater detail, we found some interesting differences in the demographics of the survey participants. For example, while 57% of homeowners said they clean their surfaces more frequently than they did before the pandemic, this practice is especially prevalent among young adults, with 81% of people under 40 years old deep-cleaning their countertops with more than just soap and water once a week or more. In addition, nearly twice as many parents are deep-cleaning their surfaces every single day compared to child-free homeowners (41% and 22%, respectively).

Additionally, parents are significantly less confident that their countertops are germ-free after cleaning them despite more time spent disinfecting. As many as 76% of parents question this, and this number increases to 78% for homeowners under the age of 40.

INTERIOR DESIGNERS MORE LIKELY TO RECOMMEND EASY-TO-CLEAN SURFACES These numbers are complemented by additional findings from interior designers. For example, a whopping 93% of designers say they now recommend laminate more often than they ever have before. The reasoning? Durability and ease of care. Laminate has come so far throughout the past few years, and our design and manufacturing teams remain dedicated to expanding our product offerings to deliver on these attributes without sacrificing style. Advancements in technology now allow us to create laminate designs that look like actual artwork with textural enhancements, enduring color, and even edge treatments that have the power to change the look and feel of any space.

CONTINUED ON PAGE 24 › Amy Gath is vice president of marketing for Formica Corporation, a global leader in the manufacturing, marketing, and distribution of decorative surfaces. In her role, she is leading the transformation of the North American Marketing, Design, and Business Development organizations and the reinvigoration of the 108-year old Formica Brand. She currently sits on the board of directors for Trespa North America, a sister company to Formica Corporation.

HIGHER DEMAND FOR NONPOROUS SURFACE MATERIALS Another category on the rise is nonporous surfaces. With cleanability as a top priority, we are seeing designers ask more questions of manufacturers about durability before recommending them to their clients, and our survey found 99% of designers say they now recommend nonporous surface materials to their clients much more frequently than they did before the pandemic due to how easy they are to clean and maintain.

Nearly all homeowners we surveyed—97%—agree it would be helpful to have a nonporous surface in their home because these surfaces are inherently resistant to water and other liquids. As a result, we’re seeing them drawn to products like Formica Group’s Everform Solid Surface collection, which continues to be a focus area for us as we anticipate an ever-increasing demand for nonporous materials.

CLEANABILITY ALSO PARAMOUNT IN COMMERCIAL ENVIRONMENTS Property owners, commercial designers, and builders are looking for the same durability and cleanability attributes for surfacing as those desired by homeowners. Still, the bar is even higher in commercial spaces. For example, antimicrobial surface treatments have become increasingly sought after as they offer both peace of mind and added functionality with another layer of surface protection for patrons. We recently launched our Formica Laminate Antimicrobial Collection with this trend in mind.

As we enter a new year, we may still be drawn to disinfect more often, but there are many durable and innovative surfacing options designed to stand up to frequent cleaning without sacrificing beauty and style. s p