2023
8
Canada Cleaning the Home Market Report 2023
2023-06-28T04:03:39+01:00
OX1158675
3695
164454
[{"name":"Household and Home","url":"https:\/\/store.mintel.com\/industries\/household-home"}]
Report
en_GB
“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…

Canada Cleaning the Home Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“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.

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Consumer trends
                  • Figure 1: Responsibility for cleaning the home, by age and gender, 2023
                  • Figure 2: Change in cleaning frequency vs last year, 2023
                  • Figure 3: Motivations for increase in cleaning frequency, 2023
                  • Figure 4: Motivations for cleaning less frequently, 2023
                  • 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
                          • Market Drivers

                            • Cost of living increases impact household purchase decisions.
                              • Figure 12: Change in the Consumer Price Index over time, 2020-23
                              • 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
                              • Figure 15: Motivations for cleaning more (select), by worry level about COVID-19 exposure, 2023
                              • Figure 16: Change in cleaning frequency since last year, by work location, 2023
                          • 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
                              • Figure 19: SC Johnson Family Guard Fresh Disinfectant Cleaner (US), 2023
                              • Figure 20: Dupray Instagram post, 2023
                              • 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
                              • 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
                              • 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
                              • Figure 35: Glad ForceFlex MaxStrength Cherry Blossom Tall Kitchen Drawstring Bags (US), 2023
                              • Figure 36: DedCool Instagram post, 2023
                              • Figure 37: Ever Spring Seasonal Collection Rosewater & Mint Multi-Surface Cleaning Wipes (US), 2023
                          • The Home Cleaning Consumer – Fast Facts

                            • Cleaning Responsibility

                              • Almost all consumers are involved with cleaning tasks
                                • Figure 38: Responsibility for cleaning the home, 2023 vs 2020
                                • Figure 39: Responsibility for cleaning the home, men vs women, 2023
                                • Figure 40: Responsibility for cleaning the home, by age and gender, 2023
                                • Figure 41: Responsibility for cleaning the home, by parental status and gender, 2023
                            • Shopping Responsibility

                              • Consumers are less likely to share shopping chores
                                • Figure 42: Responsibility for shopping for household cleaning products, 2023
                                • Figure 43: Responsibility for shopping for household cleaning products, by age and gender, 2023
                            • Change in Cleaning Frequency

                              • Three in 10 consumers have increased home cleaning frequency
                                • Figure 44: Change in cleaning frequency vs last year, 2023
                                • Figure 45: Change in cleaning frequency vs last year, by age, 2023
                                • Figure 46: Change in cleaning frequency vs last year, by parental status, 2023
                                • Figure 47: Dupray Instagram post, 2022
                                • Figure 48: Bissell Canada Instagram post, 2022
                                • Figure 49: Change in cleaning frequency vs last year, Asian consumers vs overall, 2023
                                • Figure 50: Tide Laundry Instagram post, 2023
                            • Motivation for Increased Cleaning Frequency

                              • A wide range of drivers motivate cleaning
                                • Figure 51: Motivations for increase in cleaning frequency, 2023
                                • Figure 52: Those motivated to increase cleaning to avoid feeling stressed about their home not being clean, men vs women, 2023
                                • Figure 53: Motivations for increase in cleaning frequency, by age, 2023
                                • Figure 54: Motivations for increase in cleaning frequency (select), Asian consumers vs overall, 2023
                                • Figure 55: Motivations for increase in cleaning frequency (select), by parental status, 2023
                            • Motivation for Decreased Cleaning Frequency

                              • Lack of time is a significant barrier to cleaning
                                • Figure 56: Motivations for cleaning less frequently, 2023
                            • 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
                                • 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
                                • Figure 61: Household cleaning product priorities – performance vs natural ingredients, by parental status, 2023
                                • Figure 62: Arbour Products Instagram post, 2023
                              • Sustainability priorities
                                • Figure 63: Household cleaning product priorities, by level of concern about climate change, 2023
                                • Figure 64: Procter & Gamble Instagram post, 2023
                                • Figure 65: Household cleaning product priorities – traditional vs natural ingredients, by racial background, 2023
                                • Figure 66: Household cleaning sustainability attitudes (% any agree), men vs women, 2023
                                • Figure 67: Procter & Gamble Instagram post, 2023
                            • Appendix – Data Sources and Abbreviations

                              • Data sources
                                • Consumer survey data
                                  • Consumer qualitative research
                                    • Mintel Trend Drivers
                                      • Abbreviations

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