The Future of Household Cleaners 2024
[{"name":"Cleaning Products","url":"https:\/\/store.mintel.com\/industries\/household-home\/cleaning-products"}]
Hygiene products will benefit from rejuvenation to maintain usage, while 'green' claims and technology will influence how brands market and develop new products. Arpita Sharma, Global Household Analyst…

The Future of Household Cleaners 2024

£ 2,195 (Excl.Tax)

Report Summary

The Future of Household Cleaners 2024 covers the latest innovations and consumer trends across the global household cleaning products industry in 2024. Mintel’s global report identifies evolving areas, consumer attitudes, and important advances expected across regions like EMEA, APAC, and Americas over the next five years and beyond.

Global Household Cleaning Market Landscape

Consumers are prioritising value as the global economic and geopolitical circumstances continue to drive cost-conscious behaviours. With almost two-thirds of US adults considering price an important factor when choosing surface cleaners.

Purchases in the household cleaning products market are being driven by safe, natural ingredients and health claims.

To find out more about the most innovation product launches in the household cleaning market, take a look at Mintel’s A Year of Innovation in Household Cleaners.

Global Household Cleaners Market Trends in the Next Two Years

‘Green’ claims are under increased scrutiny and will be harder to make in future. It will be essential for brands to specifically define sustainability and emphasise the personal benefits of using such products to resonate with consumers.

  • 31% of global consumers trust that household brands are doing what they say they are to be more ethical and environmentally friendly.

The increased potential of widespread disease outbreaks enhances the role of household cleaner brands in promoting the use of innovative germicidal products.

Future of Household Cleaners in Five Years and Beyond

The growth of older populations globally presents an opportunity, and a need, for surface cleaner brands to deeply understand and cater to their specific requirements. To align with this demographic shift, household cleaner brands can focus on developing products and services that enhance the overall wellbeing of the ageing population, encompassing both physical and mental aspects.

This is just a snapshot of the full Future of Household Cleaners, to learn more about future innovations and challenges facing the market, purchase our full report. To discover more about the household cleaning products industry, explore our extensive household market research.

Expert Analysis from a Household Specialist

This report, written by Arpita Sharma, a leading household analyst, delivers in-depth commentary and analysis to highlight global cleaning products industry trends and add expert context to the numbers.

Hygiene products will benefit from rejuvenation to maintain usage, while ‘green’ claims and technology will influence how brands market and develop new products.

Arpita Sharma
Global Household Analyst

Table of Contents


    • Consumers are prioritising value
    • Safe ingredients influence purchase
    • Health claims are differentiators

    • Bring a positive and playful twist to antibacterial claims
    • Graph 1: share of household cleaner launches carrying an antibacterial claim, 2017-24
    • Redefine sustainability – ‘eco-friendly’ to ‘consumer-friendly’
    • Graph 2: purchase drivers for hard surface cleaners, 2023
    • Accelerate the future of ingredients
    • Graph 3: interest in on-pack information about ingredient sourcing in household care*, 2022
    • Graph 4: share of household cleaner launches carrying plant-based ingredient claims and carrying plant-based in the description, 2013-23

    • Keep the ageing population at the heart of future strategies
    • Why we need to recognise that the world is ageing
    • Adapt products to align with the lifestyles of older adults
    • Overcome the challenge of tech adoption
    • Offer programs to support digital literacy
    • Promote health claims directly targeting older adults
    • Explore scents to offer methods to combat cognitive decline and dementia

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

Below is a sample report, understand what you are buying.

Click to show report
Future Of Sample Report

Please Note: All of the figures, graphs, and tables have been redacted.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch