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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Cleaning the House market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report looks into consumer attitudes and behaviours towards household cleaning, which includes cleaning rooms (eg kitchen, bathroom, and living room), furniture, household appliances and other household hard surfaces. Dishing washing and laundry are excluded.

Household cleaners covered in this report include toilet cleaner, kitchen cleaner, window/glass cleaner, bathroom/tile cleaner, floor cleaner, drain cleaner, household appliance cleaner, furniture care products and bleach/disinfectants.

Expert analysis from a specialist in the field

Written by Alice Li, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Brands in the household cleaning market need to move beyond basic cleaning and provide extra health benefits. As consumers are increasingly cleaning the house themselves, the role cleaning can play in improving mental health is widely recognised and presents opportunities for product development and marketing. Also, with growing pet ownership and strong emotional attachments to pets, brands should include pet-safe claims and provide solutions to the cleaning pain points of pet owners. Alice Li
Senior Household Analyst


What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Sub-group definitions (by monthly household income)
        • Executive Summary

            • The market
              • Figure 1: Value sales of household cleaners, China, 2014-18
              • Figure 2: Segment share of household cleaners, China, 2016-18
            • The consumer
              • High pet ownership can impact the household cleaning market
                • Figure 3: Pet ownership, December 2018
              • Willing to shoulder the main responsibility of household cleaning
                • Figure 4: Household cleaning responsibility, 2015 and 2018
              • Product usage is not on par with cleaning frequency
                • Figure 5: Household cleaning frequency, December 2018
                • Figure 6: Household cleaners used in the last six months, December 2018
              • Familiarity drives favourability and newer ingredients need more consumer education
                • Figure 7: Attitudes towards ingredients, December 2018
              • Cleaning can help improve mental health on multiple fronts
                • Figure 8: Attitudes towards cleaning the house, December 2018
              • What we think
              • Issues and Insights

                • As natural and effective as homemade cleaners
                  • The facts
                    • The implications
                      • Figure 9: Examples of household cleaners with fermented ingredients, UK, Japan and Netherlands, 2017-18
                    • Clean for mental health
                      • The facts
                        • The implications
                          • Pets enter the equation
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Strong yet slowed growth
                                  • Evolving lifestyles create new cleaning needs
                                  • Market Overview

                                    • A winning sector within household care, despite ease in growth
                                      • Figure 10: Value sales of household cleaners, China, 2014-18
                                      • Figure 11: Value sales of household cleaners, laundry and fabric care and dishwashing detergents, China, 2017-18
                                    • Kitchen and washroom cleaners remain the biggest segments
                                      • Figure 12: Segment share of household cleaners, China, 2016-18
                                      • Figure 13: Segment share of household cleaners, China, US and UK, 2018
                                  • Market Drivers

                                    • Demand for natural products drives product innovation
                                      • Increasing ownership of household appliances brings new needs
                                        • Pets play a role in product choices
                                          • E-commerce helps boost the niche segments
                                          • The Consumer – What You Need to Know

                                            • 70% of respondents are pet owners
                                              • High earners tend to take the main responsibility of cleaning the house
                                                • The majority of respondents clean the floor weekly
                                                  • Over 70% of respondents have used kitchen and toilet cleaners
                                                    • Active oxygen and baking soda are most sought in household cleaners
                                                      • Cleaning the house is perceived as relaxing by two thirds of respondents
                                                      • Pet Ownership

                                                        • 70% of respondents are pet owners
                                                          • Figure 14: Pet ownership, December 2018
                                                        • Both single people and parents have pets
                                                          • Figure 15: Dog and cat ownership, by family structure, December 2018
                                                        • Multi-pet ownership is common
                                                          • Figure 16: Pet ownership, by main pet ownership, December 2018
                                                      • Household Cleaning Responsibility

                                                        • More and more consumers clean the house themselves
                                                          • Figure 17: Household cleaning responsibility, 2015 and 2018
                                                        • 20-24s start to take more household cleaning responsibility
                                                          • Figure 18: Household cleaning responsibility – I take the main responsibility, by demographics, 2015 and 2018
                                                      • Household Cleaning Frequency

                                                        • Most consumers prefer to clean weekly
                                                          • Figure 19: Household cleaning frequency, December 2018
                                                        • Who cleans more frequently?
                                                          • Figure 20: Household cleaning frequency – once a week or more, by age, December 2018
                                                          • Figure 21: Household cleaning frequency – once a week or more, by city tier, December 2018
                                                        • Time-saving solutions are needed for cleaning the range hood and windows
                                                          • Figure 22: Household cleaning frequency – once a week or more, by attitudes towards household cleaning, December 2018
                                                          • Figure 23: Examples of scrub-free household cleaners, Ireland and UK, 2017
                                                          • Figure 24: Examples of window cleaning wipes, window cleaners with a protection claim, Canada and New Zealand, 2018-19
                                                      • Household Cleaners Usage

                                                        • Kitchen and toilet cleaners are mostly used…
                                                          • Figure 25: Household cleaners used in the last six months, December 2018
                                                        • …while usage of other products is still driven by income
                                                          • Figure 26: Household cleaners used in the last six months, by monthly household income, December 2018
                                                        • Younger consumers use a broad variety of products
                                                          • Figure 27: Household cleaners used in the last six months, by age, December 2018
                                                      • Attitudes towards Natural/Bio Ingredients

                                                        • Interest in kitchen essential baking soda but not vinegar
                                                          • Figure 28: Attitudes towards ingredients, December 2018
                                                        • Citric acid is preferred over other acids
                                                          • Figure 29: Examples of household cleaners formulated with both baking soda and citric acid, South Korea and Poland, 2018
                                                        • Consumer education about enzymes and electrolysed water is needed
                                                          • Is it time for probiotics household cleaners?
                                                            • Figure 30: Example of Counter Culture’s introduction of probiotics cleaning, US, 2018
                                                        • Attitudes towards Household Cleaning

                                                          • Emotional benefits of household cleaning
                                                            • Figure 31: Attitudes towards cleaning the house, December 2018
                                                            • Figure 32: Agree ‘cleaning the house helps me relax’, by demographics, December 2018
                                                          • Men are more worried about over-disinfecting
                                                            • Figure 33: Attitudes towards bacteria in the house, by gender, December 2018
                                                          • Household cleaners are helpful…
                                                            • Figure 34: Attitudes towards household cleaners, December 2018
                                                          • …but even high earners may use alternatives
                                                            • Figure 35: Attitudes towards household cleaners, by monthly personal income, December 2018
                                                          • Floor and bathroom/tile cleaners are less likely to be replaced
                                                            • Figure 36: Household cleaners used in the last six months, by attitudes towards household cleaners, December 2018
                                                        • Meet the Mintropolitans

                                                          • 80% of MinTs take the main household cleaning responsibility
                                                            • Figure 37: Household cleaning responsibility, by consumer classification, December 2018
                                                          • Disposable cleaning wipes are well-accepted among MinTs
                                                            • Figure 38: Gaps of household cleaners usage between Mintropolitans and Non-Mintropolitans (as benchmark), December 2018
                                                          • MinTs show higher interest in various ingredients
                                                            • Figure 39: Gaps of attitudes towards ingredients between Mintropolitans and Non-Mintropolitans (as benchmark) – would like to see it in household cleaners, December 2018
                                                        • Appendix – Methodology and Abbreviations

                                                          • Methodology
                                                            • Abbreviations

                                                            About the report

                                                            This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                            • The Consumer

                                                              What They Want. Why They Want It.

                                                            • The Competitors

                                                              Who’s Winning. How To Stay Ahead.

                                                            • The Market

                                                              Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                            • The Innovations

                                                              New Ideas. New Products. New Potential.

                                                            • The Opportunities

                                                              Where The White Space Is. How To Make It Yours.

                                                            • The Trends

                                                              What’s Shaping Demand – Today And Tomorrow.

                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.