“Cleaning habits have become somewhat less intense compared to the height of the pandemic. While eliminating germs continues to be a strong motivator, consumers are also driven by less direct benefits associated with a clean home, like decreased stress and a calm environment. The economic pressures facing households will have shoppers trading down and seeking additional value in cleaning products that promise strong efficacy and multi-functionality.”
– Meghan Ross, Senior Analyst – Home & BPC
This report discusses the following key topics:
- Market drivers impacting the home cleaning market, including inflation
- Responsibility for cleaning the home and shopping for household cleaning products
- Change in cleaning frequency
- Motivations for increasing or decreasing cleaning frequency
- Priorities for household cleaning products.
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- What you need to know
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Executive Summary
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- Top takeaways
- Consumer trends
- Figure 1: Responsibility for cleaning the home, by age and gender, 2023
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- Figure 2: Change in cleaning frequency vs last year, 2023
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- Figure 3: Motivations for increase in cleaning frequency, 2023
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- Figure 4: Motivations for cleaning less frequently, 2023
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- Figure 5: Household cleaning product priorities, 2023
- Competitive strategies
- Brands are showcasing their overall value
- Figure 6: Bissell Canada Instagram post, 2023
- Figure 7: iRobot Instagram post, 2023
- Placing a focus on secondary cleaning benefits
- Figure 8: Mrs Meyers CleanDay Canada Instagram post, 2023
- Sophisticated fragrance profiles
- Figure 9: DedCool Instagram post, 2023
- Market predictions
- Figure 10: Change in the Consumer Price Index over time, 2020-23
- Figure 11: Household cleaning product category outlook, 2023-28
- Opportunities
- Prioritize performance
- Sustainability is a starting point
- Shifting gender roles
- Focus on overall wellness
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Market Drivers
- Cost of living increases impact household purchase decisions.
- Figure 12: Change in the Consumer Price Index over time, 2020-23
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- Figure 13: ‘I would spend less on cleaning products if I had to spend more on other essentials’ (% agree), by age, 2023
- Impact of COVID-19 on cleaning
- Figure 14: Change in cleaning frequency since last year, by those worried and not worried about COVID-19 exposure, 2023
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- Figure 15: Motivations for cleaning more (select), by worry level about COVID-19 exposure, 2023
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- Figure 16: Change in cleaning frequency since last year, by work location, 2023
- Cost of living increases impact household purchase decisions.
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Competitive Strategies and Market Opportunities
- Cleaning brands can help Canadians with their wellness goals
- Figure 17: Mintel Trend Driver: Wellbeing
- Physical health focus
- Figure 18: Cleaning product formulation attitudes (% any agree), 2023
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- Figure 19: SC Johnson Family Guard Fresh Disinfectant Cleaner (US), 2023
- Figure 20: Dupray Instagram post, 2023
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- Figure 21: Pine-Sol Instagram post, 2022
- Mental wellness focus
- Figure 22: Shark Home CA Instagram post, 2023
- Figure 23: Mrs Meyers CleanDay Canada Instagram post, 2023
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- Figure 24: Me, My Autism & I | Vanish & Ambitious about Autism | Hero Film, 2023
- Consumers look for more bang for their buck
- Figure 25: Mintel Trend Driver: Value
- Pricing
- Figure 26: ILife Global Instagram post, 2023
- Versatility
- Figure 27: Bissell Canada Instagram post, 2023
- Figure 28: Dupray Instagram post, 2023
- Convenience
- Figure 29: ILife Global Instagram post, 2023
- Figure 30: iRobot Instagram post, 2023
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- Figure 31: Clorox Instagram post, 2023
- Figure 32: Dyson Instagram post, 2023
- A focus on fragrance
- Figure 33: Mrs Meyers Clean Day Canada Instagram post, 2023
- Figure 34: Clorox Scentiva Tuscan Lavender & Jasmine Disinfecting Wet Mopping Cloths Refills (US), 2023
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- Figure 35: Glad ForceFlex MaxStrength Cherry Blossom Tall Kitchen Drawstring Bags (US), 2023
- Figure 36: DedCool Instagram post, 2023
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- Figure 37: Ever Spring Seasonal Collection Rosewater & Mint Multi-Surface Cleaning Wipes (US), 2023
- Cleaning brands can help Canadians with their wellness goals
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The Home Cleaning Consumer – Fast Facts
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Cleaning Responsibility
- Almost all consumers are involved with cleaning tasks
- Figure 38: Responsibility for cleaning the home, 2023 vs 2020
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- Figure 39: Responsibility for cleaning the home, men vs women, 2023
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- Figure 40: Responsibility for cleaning the home, by age and gender, 2023
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- Figure 41: Responsibility for cleaning the home, by parental status and gender, 2023
- Almost all consumers are involved with cleaning tasks
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Shopping Responsibility
- Consumers are less likely to share shopping chores
- Figure 42: Responsibility for shopping for household cleaning products, 2023
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- Figure 43: Responsibility for shopping for household cleaning products, by age and gender, 2023
- Consumers are less likely to share shopping chores
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Change in Cleaning Frequency
- Three in 10 consumers have increased home cleaning frequency
- Figure 44: Change in cleaning frequency vs last year, 2023
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- Figure 45: Change in cleaning frequency vs last year, by age, 2023
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- Figure 46: Change in cleaning frequency vs last year, by parental status, 2023
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- Figure 47: Dupray Instagram post, 2022
- Figure 48: Bissell Canada Instagram post, 2022
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- Figure 49: Change in cleaning frequency vs last year, Asian consumers vs overall, 2023
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- Figure 50: Tide Laundry Instagram post, 2023
- Three in 10 consumers have increased home cleaning frequency
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Motivation for Increased Cleaning Frequency
- A wide range of drivers motivate cleaning
- Figure 51: Motivations for increase in cleaning frequency, 2023
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- Figure 52: Those motivated to increase cleaning to avoid feeling stressed about their home not being clean, men vs women, 2023
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- Figure 53: Motivations for increase in cleaning frequency, by age, 2023
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- Figure 54: Motivations for increase in cleaning frequency (select), Asian consumers vs overall, 2023
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- Figure 55: Motivations for increase in cleaning frequency (select), by parental status, 2023
- A wide range of drivers motivate cleaning
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Motivation for Decreased Cleaning Frequency
- Lack of time is a significant barrier to cleaning
- Figure 56: Motivations for cleaning less frequently, 2023
- Lack of time is a significant barrier to cleaning
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Household Cleaning Product Priorities
- Product performance often trumps other product factors
- Figure 57: Household cleaning product priorities, 2023
- Performance vs price
- Figure 58: Household cleaning product priorities – Performance vs price, by age, 2023
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- Figure 59: Household cleaning product priorities – Performance vs price, by perceived financial health, 2023
- Performance vs natural ingredients
- Figure 60: Household cleaning product priorities – performance vs natural ingredients, by age, 2023
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- Figure 61: Household cleaning product priorities – performance vs natural ingredients, by parental status, 2023
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- Figure 62: Arbour Products Instagram post, 2023
- Sustainability priorities
- Figure 63: Household cleaning product priorities, by level of concern about climate change, 2023
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- Figure 64: Procter & Gamble Instagram post, 2023
- Figure 65: Household cleaning product priorities – traditional vs natural ingredients, by racial background, 2023
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- Figure 66: Household cleaning sustainability attitudes (% any agree), men vs women, 2023
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- Figure 67: Procter & Gamble Instagram post, 2023
- Product performance often trumps other product factors
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Mintel Trend Drivers
- Abbreviations
- Data sources
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