The changing face of motherhood: P&G study reveals today's moms spend less time maintaining the home

Innovative brands help make moms' lives easier

TORONTO, May 18 /CNW/ - From coast to coast, Canadian moms now spend less time than their parents cleaning and maintaining their homes. According to a recent survey conducted on behalf of Procter & Gamble, more than 50 per cent of Canadian parents feel that they spend less time cleaning and doing household chores than the previous generation. It also seems that innovation is a key to efficiency, with 56 per cent of parents saying that innovations in appliances have allowed today's parents to maintain a clean home in less time than their parents, while 51 per cent of respondents say that innovations in products have allowed them to cut cleaning time significantly.

Managing the home is a 24-hour job that never stops - having the right tools to ensure the household runs smoothly is a must. And with the evolving needs of today's families, spending less time on cleaning helps with jam-packed schedules every day.

For more than 90 years, Canadians have trusted P&G brands to help make moms' lives a little bit better every day. As mom's silent sidekick, P&G empowers moms with beauty brands like Olay and COVERGIRL, and supports her baby's development with Pampers. Over the years, less time has also been spent on household chores due to innovations from effective brands such as Tide and Mr. Clean.

Across all provinces, one in five families identified household cleaners as the products that have improved the most in terms of overall effectiveness, with diapers, laundry detergent and paper towels also highlighted. The decrease in time spent on maintaining homes now compared to past generations is in part, because of new and improved household products that were not available previously.

  • In Atlantic Canada, 40 per cent identified diapers as the item that has improved the most;
  • 29 per cent of respondents in Quebec selected household cleaners;
  • 19 per cent of Western Canadians selected laundry detergent; and
  • In Ontario, 8 per cent identified paper towels.

"Our consumers help drive innovation," said Angel Limgenco, External Relations, Procter & Gamble. "P&G works hard to stay in touch with the people who use our products. We seek their feedback and insights on how we can continue to help make their lives easier."

Since 1837, P&G has built a heritage of touching consumers' lives. The company interacts with more than five million consumers each year in nearly 100 countries, and over 20,000 research studies are conducted every year with more than $400 million invested annually into consumer understanding. In fact, Canadians are part of the 4.2 billion consumers that the company listens to and serves around the world today.

For easy everyday solutions and more information on P&G, the company behind Canada's trusted brands like Tide, Pampers, Crest and COVERGIRL please visit

Four billion times a day, P&G (NYSE: PG) brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 127,000 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.


TNS Canada ( is one of the country's most prestigious full-service marketing, opinion and social research organizations. Its roots go back to 1932 when Canadian Facts was established as the country's first survey research organization. Today, TNS Canada is a modern Canadian giant in providing market information and business insight, with offices in Toronto, Montreal, Ottawa and Vancouver.

SOURCE Procter

For further information:

Diane Sidik  Angel Limgenco
MSL Canada P&G
416-847-1316 416-730-4746


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