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Cleaning the House - US - May 2019

Covered in this report

This report examines consumer attitudes and behaviors toward housecleaning and shopping for cleaning products. For the purposes of this report, Mintel has used the following definitions:

  • Kitchen cleaning
  • Mopping/sweeping floors
  • Toilet
  • Vacuuming
  • Other bathroom cleaning
  • Bathtub/shower
  • Knobs/handles
  • Oven
  • Polishing/dusting items
  • Upholstery/fabrics
  • Windows

"While Americans are leading busier lives than ever before, they continue to carve out more time for cleaning, reflecting the value they place on maintaining a clean and neat living space and the benefits it provides. Generational shifts and societal changes are altering how consumers are approaching caring for the home, underscoring opportunities for product development and marketing that goes beyond highlighting functionality."
- Rebecca Cullen, Household Care Analyst

This Report looks at the following areas:

  • Demographic shifts set to alter category participation
  • Young men see chores as their responsibility, 35-44 year olds the sweet spot
  • Adults cleaning more often and for more than disease prevention
  • Routine, convenience, cost still drive shopping, usage behaviors
  • Ethical and plastic concerns have stronger impact on behavior, usage
  • Natural alternatives will meet health-focused cleaning needs

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Insights and opportunities
          • Demographic shifts set to alter category participation
            • Figure 1: Housecleaning responsibility, by race and Hispanic origin, March 2019
          • Young men see chores as their responsibility, 35-44 year olds the sweet spot
            • Figure 2: Housecleaning responsibility, by gender and age, March 2019
          • Adults cleaning more often and for more than disease prevention
            • Figure 3: Reasons for cleaning more often, March 2019
          • Routine, convenience, cost still drive shopping, usage behaviors
            • Figure 4: Household cleaning attitudes and behaviors – Multipurpose vs specialized, mainstream vs natural, March 2019
          • Ethical and plastic concerns have stronger impact on behavior, usage
            • Figure 5: Attitudes toward sustainable, any use or interest in sustainable packaging or products (net), March 2019
          • Natural alternatives will meet health-focused cleaning needs
            • Figure 6: Attitudes toward natural, any use or interest in probiotic products (net), March 2019
          • What it means
          • The Market – What You Need to Know

            • Societal and demographic shifts impact category participation
              • Cleaning tools simplify cleaning, aid aging population
              • Market Factors

                • Societal shifts affect housecleaning
                  • Figure 7: Households, by presence of own children, 2008-18
                  • Figure 8: Households by number of members, 2018
                • Marketing needs to reflect men’s growing presence in homecare
                  • Figure 9: Housecleaning and shopping responsibilities, by gender, March 2019
                  • Figure 10: Tide Pods – A Foolproof Clean ad, January 2019
                • Growing diversity impacts category participation
                  • Figure 11: Population by race and Hispanic origin, 2013-23
              • Market Spotlight: Cleaning Tools

                • Swiffer, Mr. Clean helps P&G maintain leading position
                  • Figure 12: MULO sales of household cleaning equipment, by leading companies, rolling 52 weeks 2018 and 2019
                • Aging population creates need for cleaning equipment innovations
                    • Figure 13: Population aged 21 or older, by age, 2013-23
                • Key Players – What You Need to Know

                  • Time to get personal: brands turn to authentic marketing
                    • Scent, convenience have strong influence in the category
                      • Going green and clean for planet and home
                      • What’s Happening?

                        • Brands get inspired by real customers for authentic marketing
                          • Brands shake up scent sameness
                            • Wipes are winning
                              • Figure 14: Household usage of household cleaning disposable wipes and floor cleaners, 2011-18
                            • Subscription services offer easier shopping
                            • What’s Next?

                              • Planet’s resources become a bigger focus
                                • (Good) bacteria will grow in the home
                                  • “Clean” cleaning: how the clean movement will impact the home
                                  • The Consumer – What You Need to Know

                                    • Housework gap narrower among younger adults
                                      • Adults cleaning more often as opposed to less
                                        • Multipurpose products help maintain a clean home
                                          • Majority of consumers buy mainstream
                                            • Opportunity for brands to better meet natural, sustainable interests
                                              • Younger cleaners driving interest in products, services
                                              • Housecleaning and Shopping Responsibilities

                                                • Household shopping one-person job while cleaning more shared
                                                  • Figure 15: Housecleaning and shopping responsibility, March 2019
                                                • Shared mentality stronger among younger adults
                                                  • Figure 16: Housecleaning responsibility, by gender and age, March 2019
                                                  • Figure 17: Household cleaning product shopping responsibility, by gender and age, March 2019
                                                • Cleaning, shopping falls on one person in multicultural households
                                                  • Figure 18: Housecleaning responsibility, by race and Hispanic origin, March 2019
                                                  • Figure 19: Household cleaning product shopping responsibility, by race and Hispanic origin, March 2019
                                              • Cleaning Frequency

                                                • Nearly one third cleaning more often
                                                  • Figure 20: Cleaning frequency, March 2019
                                                • Generational shifts, lifestage influence cleaning habits
                                                  • Figure 21: Cleaning frequency – More often, by gender and age, parental status, age of child(ren) in household, March 2019
                                              • Reasons for Cleaning More Often

                                                • Smell, health, and enjoyment among cleaning motivators
                                                  • Figure 22: Reasons for cleaning more often, March 2019
                                                • Lifestage brings out different cleaning motivators
                                                  • Figure 23: Clorox What Comes Next – A clean bathroom is the beginning, July 2017
                                                  • Figure 24: Reasons for cleaning more often, by generation, March 2019
                                              • Reasons for Cleaning Less Often

                                                • Lack of time, health deter cleaning
                                                  • Figure 25: Reasons for cleaning less often, March 2019
                                              • Household Cleaning Attitudes – Multipurpose vs Specialized

                                                • Multipurpose facilitates quick cleanups
                                                  • Figure 26: Household cleaning attitudes – Multipurpose vs specialized, March 2019
                                                • Involved cleaners opt for specialized products
                                                  • Figure 27: Cleaning frequency, by household cleaning attitudes – Multipurpose vs specialized, March 2019
                                                • Product preferences vary by age, income
                                                  • Figure 28: Household cleaning attitudes – Multipurpose vs specialized, by age, income, March 2019
                                              • Household Cleaning Behaviors – Mainstream vs Natural

                                                • Mainstream dominates over natural
                                                  • Figure 29: Household cleaning behaviors – Mainstream vs natural, March 2019
                                                • Natural encouraging cleaning
                                                  • Figure 30: Cleaning frequency, by household cleaning behaviors – Mainstream vs natural, March 2019
                                                • Young demographics, parents gravitate toward natural
                                                  • Figure 31: Household cleaning behaviors – Mainstream vs natural, by age, parental status, March 2019
                                              • Household Cleaning Behaviors – Cleaning Triggers

                                                • Majority maintain a clean home “most of the time”
                                                  • Figure 32: Household cleaning behaviors – Cleaning triggers, March 2019
                                                • Youngest adults building cleaning routine, wait for visual cues
                                                  • Figure 33: Household cleaning behaviors – Cleaning triggers, by age, March 2019
                                              • Attitudes toward Natural and Sustainable Household Products

                                                • Ethical concerns impact packaging, format interests
                                                  • Natural perceptions present an opportunity
                                                    • Figure 34: Attitudes toward natural and sustainable household products, March 2019
                                                  • Younger consumers expect brands to step up in green movement
                                                    • Figure 35: Select attitudes toward natural and sustainable household products, by age, March 2019
                                                • Interest in Services and Products

                                                  • Innovations could increase product usage, engagement
                                                    • Cleaning the home with bacteria
                                                        • Figure 36: Interest in products, March 2019
                                                      • Younger adults drive interest in new products, formats
                                                        • Figure 37: Interest in products – Any use or interest (net), by age, parental status, March 2019
                                                      • Focus on simplifying cleaning and shopping
                                                        • Figure 38: Interest in services – Have used, have not used, but would be interested, March 2019
                                                        • Figure 39: Interest in services – Have not used, but would be interested, by age, parental status, March 2019
                                                      • Interest in upcycling will put pressure on brands, manufacturers
                                                        • Figure 40: Interest in product packaging – Have used, have not used, but would be interested, March 2019
                                                        • Figure 41: Interest in product packaging – Have used, have not used, but would be interested, by age, March 2019
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Consumer survey data
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                              • Appendix – Market Spotlight

                                                                  • Figure 42: MULO sales of cleaning tools/mops/brooms, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                  • Figure 43: MULO sales of sponges and scouring pads, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                  • Figure 44: MULO sales of gloves, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                  • Figure 45: Household usage of household cleaning disposable wipes and floor cleaners, by brand, July 2017-August 2018

                                                              Cleaning the House - US - May 2019

                                                              US $4,395.00 (Excl.Tax)