2021
8
Canada Household Surface Cleaners Market Report 2021
2021-08-07T04:07:39+01:00
OX1047817
3695
141234
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Report
en_GB
“Surface cleaners were launched into the spotlight early last year as Canadians tried to protect themselves from the threat of the virus. Engagement with the category, both in terms of…

Canada Household Surface Cleaners Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Canada Household Surface Cleaners market including the behaviors, preferences, and habits of the consumer.

Over four in ten (43%) Canadian surface cleaner users agree that convenience is more important than how eco-friendly a cleaning product is. This highlights the push and pull shoppers feel between their desire to be green consumers and their need for quick and simple cleaning solutions.

COVID-19 is expected to have a long-term effect on the surface cleaners market. The majority of Canadians shifted their cleaning routines to fight the virus, increasing their cleaning frequency and using more disinfectants. The security and protection offered as a result of this increased cleaning, along with the heightened awareness of the importance of hygiene, will motivate Canadians to continue to place greater significance on the category going forward. In fact, only 21% of Canadians who changed their routine as a result of COVID-19 plan to return to their pre-pandemic cleaning behaviours.

A significant threat to mainstream surface cleaner brands is the perceptions of parity with private label brands held by 58% of consumers. In an economically strained environment, shoppers will be increasingly on the lookout for brands that provide the greatest bang for their buck, so mainstream brands will need true points of distinction to justify a higher price tag.

Sustainability and safety will be two noteworthy opportunities for the market going forward. Canadians are seeking products that they know will not be harmful to their health or the health of the planet. While formulation improvements which eliminate traditional chemicals is one area of focus, brands are also seeking to cut out waste in their manufacturing and packaging processes.

Read on to discover more about the Canada Household Surface Cleaners consumer market, read our Patent Insights: Natural Disinfectants 2021 report, or take a look at our other Household and Home research reports.

Quickly understand

  • The impact of COVID-19 on the household surface cleaners market.
  • Market factors impacting cleaning in Canada.
  • Surface cleaner product repertoire and usage.
  • Purchase factors impacting surface cleaner product selection.
  • Household cleaning products market size.
  • Target market for household cleaning products.
  • Consumer attitudes related to cleaning and surface cleaning products, including those surrounding natural cleaners and disinfectants.

Covered in this report

Brands include: Skout’s Honor, Microban 24, Wipeys, Honest Company, Lysol, American Cleaning Institute, Reckitt, Seventh Generation, Unilever, Ellen MacArthur Foundation, Splosh, Tersano, Deciem, Counter Culture, Ever Spring, Sapadilla, Headspace, Cloralen, Goo Gone, Method, Microban, Great Value, Blueland, Magic Eraser, Mr. Clean, Force of Nature Clean, Mortier Pilon, SC Johnson, Windex, Babyganics, Ecos.

Expert analysis from a specialist in the field

This report, written by Meghan Ross, a leading analyst in the Home and Beauty sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Surface cleaners were launched into the spotlight early last year as Canadians tried to protect themselves from the threat of the virus. Engagement with the category, both in terms of the importance it has been given and the frequency of use, has grown significantly as a result of COVID-19. The changes implemented in Canadian cleaning routines are expected to be long-lasting, so brands have the opportunity to support consumers through this transition period by offering reliably safe, easy to use and effective cleaning solutions.

Meghan Ross, Senior Home and Beauty Analyst
Meghan Ross
Senior Home and Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Canadian context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Impact of COVID-19 on household surface cleaners
                    • Figure 1: Short-, medium- and longer-term impact of COVID-19 on household surface cleaning market, June 2021
                  • Opportunities and challenges
                    • Canadians are seeking sustainable options
                      • Safety and protection messaging will resonate with consumers in the pandemic and beyond
                        • Mental wellness benefits of tidying can be promoted
                          • Perceptions of parity between private label and mainstream brands can pose a threat
                            • COVID-19 behaviour changes are expected to lead to long-term routine adjustments
                            • The Market – Key Takeaways

                              • Impact of COVID-19 on household surface cleaners
                                • Economic pressures may result in additional price sensitivity
                                  • Declining birth rates will affect cleaning requirements and priorities
                                  • Market Size and Forecast

                                    • Sales skyrocketed as a result of the pandemic
                                      • Figure 2: Total Canada value sales and fan chart forecast of the household surface cleaner market, at current prices, 2016-26
                                  • Market Factors

                                    • Impact of COVID-19 on household surface cleaners
                                      • Demand for cleaning products surged
                                        • Figure 3: Change in online ordering of household cleaners now compared to before the pandemic, 2021
                                      • Drop in natural cleaner importance is short-lived
                                        • Longer-term pandemic-related lifestyle shifts will change cleaning product needs
                                          • Figure 4: Skout’s Honor Instagram post, June 2021
                                        • Brands can help ease Canadians back into their new normal
                                          • Figure 5: Microban 24 Instagram post, July 2021
                                          • Figure 6: Wipeys Instagram post, July 2021
                                          • Figure 7: Wipeys Surface Cleaning Wipes with Lemon and Eucalyptus (US), June 2021
                                          • Figure 8: Honest Instagram post, May 2021
                                        • Economic pressures may result in additional price sensitivity
                                          • Figure 9: Unemployment rate, January 2020–June 2021
                                        • Declining birth rates will affect cleaning requirements and priorities
                                          • Figure 10: total fertility rate (births per woman), 1960–2019
                                      • Companies and Brands – Key Takeaways

                                        • Green improvements are being made to multiple brand components
                                          • Brands can offer more than simply safe formulations
                                          • Competitive Strategies

                                            • Green improvements are being made to multiple brand components
                                              • Figure 11: Mintel Trend Driver: Surroundings
                                              • Figure 12: Lysol Simply Herbal Tea Scent Multi-Purpose Cleaning Wipes (Canada), March 2020
                                            • Manufacturing processes are becoming greener
                                              • Figure 13: American Cleaning Institute Instagram post, July 2021
                                            • Consumers are demanding more sustainable packaging options
                                              • Figure 14: This is Reckitt Instagram post, June 2021
                                              • Figure 15: Splosh Official Instagram post, January 2021
                                          • Market Opportunities

                                            • Brands can offer more than simply safe formulations
                                              • Figure 16: Mintel Trend Driver: Wellbeing
                                              • Figure 17: How and where to use Lysol Disinfectant Spray, April 2020
                                              • Figure 18: Tersano Instagram post, March 2021
                                              • Figure 19: Everything is Chemicals, June 2021
                                              • Figure 20: Counter Culture Lemongrass Floor Cleaner (US), April 2021
                                            • Mental health benefits of cleaning are being recognized more widely
                                              • Figure 21: Ever Spring Mandarin & Ginger Granite & Stone Wipes (US), June 2021
                                              • Figure 22: Sapadilla Grapefruit + Bergamot Countertop Eco-Cleaner (US), May 2021
                                              • Figure 23: Cloralen Splash-Free Bleach (US), May 2021
                                              • Figure 24: Goo Gone Cleaning Spray Gel (Canada), October 2020
                                              • Figure 25: Method Eucalyptus Mint Daily Shower Cleaner (Canada), November 2020
                                              • Figure 26: Microban Citrus Scent Bathroom Cleaner (US), March 2020
                                          • The Consumer – Key Takeaways

                                            • Virtually all Canadian households use surface cleaners
                                              • Shoppers are seeking a variety of product features
                                                • Is it easy being green?
                                                  • Canadians are relatively confident when it comes to disinfecting
                                                    • Habit and familiarity play a significant role in product choice
                                                      • The pandemic placed hygiene in the spotlight
                                                      • Household Cleaners Used

                                                        • Virtually all Canadian households use surface cleaners
                                                          • Figure 27: Household surface cleaners used, 2021
                                                        • The gender divide persists when it comes to cleaning the home
                                                          • Figure 28: Household surface cleaners used, men vs women, 2021
                                                          • Figure 29: Household surface cleaners used, 18-44s vs over-45s, 2021
                                                        • Asian Canadians are using fewer versatile products
                                                          • Figure 30: Household surface cleaners used, Asians vs overall, 2021
                                                        • Cost is a barrier in acquiring a large product repertoire
                                                          • Figure 31: Great Value Lemon Verbena All-Purpose Cleaner (US), June 2021
                                                          • Figure 32: Household surface cleaners used, by income level, 2021
                                                          • Figure 33: Household surface cleaners used (select), by region, 2021
                                                        • Parents are seeking out convenient cleaning solutions
                                                          • Figure 34: Honest Instagram post, May 2021
                                                          • Figure 35: Household surface cleaners used (select), parents vs non-parents, 2021
                                                        • Many Canadians are willing to invest in multiple products for individual cleaning tasks
                                                          • Figure 36: Blueland Instagram post, May 2021
                                                          • Figure 37: Household surface cleaners used (select), those who use 1-3 products vs overall, 2021
                                                      • Purchase Factors

                                                        • Canadians are seeking efficacy
                                                            • Figure 38: Important purchase factors when choosing household surface cleaners, 2021
                                                          • Women place greater importance on product formulation
                                                            • Figure 39: Important purchase factors when choosing household surface cleaners, men vs women, 2021
                                                          • Practicality drives older shopper choices
                                                            • Figure 40: What Can You Clean With the Magic Eraser? | Mr. Clean, June 2020
                                                            • Figure 41: Important purchase factors when choosing household surface cleaners, 18-44s vs over-45s, 2021
                                                          • Larger South Asian household sizes may be driving product feature preferences
                                                            • Figure 42: Microban 24: Touch After Touch it Doesn’t Give Up, April 2021
                                                            • Figure 43: Important purchase factors when choosing household surface cleaners, South Asians vs overall, 2021
                                                          • Parents are paying closer attention to cleaning ingredients
                                                            • Figure 44: Force Of Nature Clean Instagram post, July 2021
                                                            • Figure 45: Those claiming natural ingredients are important when choosing household surface cleaners, by parental status, 2021
                                                        • Attitudes: Eco-friendly and Natural Brands

                                                          • Is it easy being green?
                                                            • Figure 46: Method Products Instagram post, September 2019
                                                            • Figure 47: Mortier Pilon Instagram post, July 2020
                                                            • Figure 48: Natural household surface cleaner attitudes, 2021
                                                            • Figure 49: Natural household surface cleaner attitudes (% any agree), men vs women, 2021
                                                            • Figure 50: SC Johnson Windex Citrus Fresh Scent Multisurface Disinfectant Cleaner (US), March 2021
                                                            • Figure 51: Natural household surface cleaner attitudes (% any agree), 18-44s vs over-45s, 2021
                                                          • South Asian attitudes are more aligned with natural products
                                                            • Figure 52: Blueland Instagram post, June 2021
                                                            • Figure 53: Natural household surface cleaner attitudes (% any agree), South Asians vs overall, 2021
                                                            • Figure 54: Babyganics Instagram post, November 2020
                                                            • Figure 55: Natural household surface cleaner attitudes (% any agree), by parental status, 2021
                                                        • Attitudes: Disinfection

                                                          • Canadians are relatively confident when it comes to disinfecting
                                                            • Figure 56: Household surface cleaner disinfection attitudes, 2021
                                                          • ‘Safe’ disinfectants will resonate strongly with parents
                                                            • Figure 57: Household surface cleaner disinfection attitudes (% any agree), by parental status, 2021
                                                        • Attitudes: Brand

                                                          • Habit and familiarity play a significant role in product choice
                                                            • Figure 58: Household surface cleaner brand attitudes, 2021
                                                            • Figure 59: Household surface cleaner brand attitudes (% any agree), 18-44s vs over-45s, 2021
                                                        • Impact of COVID-19 on Cleaning Frequencies

                                                          • Canadians shifted their cleaning routines into high gear to fight COVID-19
                                                            • Figure 60: ECOS Cleans Instagram post, May 2021
                                                            • Figure 61: Change in behaviour frequency now compared to before the pandemic, 2021
                                                          • Younger Canadians made more changes to their cleaning routines as a result of COVID-19
                                                            • Figure 62: Those who have increased behaviour frequency now compared to before the pandemic, 18-44s vs over-45s, 2021
                                                            • Figure 63: Those who have increased their use of natural products compared to before the pandemic, by age, 2021
                                                            • Figure 64: Change in online ordering frequency now compared to before the pandemic, men vs women, 2021
                                                          • Asians households paid closer attention to their pandemic cleaning routines
                                                            • Figure 65: Those who have increased their use of natural products compared to before the pandemic, Asians vs overall, 2021
                                                          • Parents went into high gear to protect their children
                                                            • Figure 66: Those who have increased their use of natural products compared to before the pandemic, by parental status, 2021
                                                            • Figure 67: Those who have increased cleaning surfaces that are not dirty compared to before the pandemic, by number of products used, 2021
                                                        • COVID-19 Routine Changes

                                                          • The pandemic placed hygiene in the spotlight
                                                            • Figure 68: Changes to cleaning routine as a result of COVID-19, 2021
                                                            • Figure 69: Changes to cleaning routine as a result of COVID-19, men vs women, 2021
                                                            • Figure 70: Changes to cleaning routine as a result of COVID-19, 18-44s vs over-45s, 2021
                                                          • COVID-19-related cleaning changes may impact South Asian product choice into the future
                                                            • Figure 71: Changes to cleaning routine as a result of COVID-19, South Asians vs Overall, 2021
                                                          • Parents’ cleaning routines went into high gear
                                                            • Figure 72: Force Of Nature Clean Instagram post, May 2021
                                                            • Figure 73: Changes to cleaning routine as a result of COVID-19, by parental status, 2021
                                                          • Involvement with the category impacted pandemic-related behavioural changes
                                                            • Figure 74: Changes to cleaning routine as a result of COVID-19, by number of products used, 2021
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Mintel Trend Drivers
                                                                • Abbreviations
                                                                  • Forecast methodology

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