2026
9
UK Bathroom Cleaning Habits Consumer Report 2026
2026-03-02T16:01:56+00:00
REPC35AE6C6_E40B_4876_9AE6_C6E40BD87680
2995
191637
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Report
en_GB
The pressures of the rising cost of living are reshaping household priorities. With 38% of UK adults responsible for bathroom cleaning saying low prices are the most important product feature,…
UK
Consumer Habits
Cleaning Products
simple

UK Bathroom Cleaning Habits Consumer Report 2026

"As probiotics reframe what clean looks like, brands must double down on proving the value of specialised bathroom products to defend against multipurpose popularity."

Luke Santos, Household Care Analyst

Luke Santos, Household Care Analyst

Market Intelligence ReportsConsumer HabitsCleaning ProductsUK
  • The pressures of the rising cost of living are reshaping household priorities. With 38% of UK adults responsible for bathroom cleaning saying low prices are the most important product feature, value plays a central role in purchase decisions. This is encouraging 61% of people to use multipurpose cleaners.
  • Greater reliance on multipurpose products risks weakening engagement with specialised bathroom cleaners. Products such as limescale removers could become more vulnerable if multipurpose formulations continue to improve. The interest in probiotic cleaners adds another layer of pressure by offering a modern, naturally powered alternative. These shifts make it essential for brands to clearly demonstrate the added value and superior performance of specialised options.
  • Private label bathroom cleaning products are well placed to benefit from these dynamics. With private label holding 65% of the bleach segment and reaching a 21% value share in toilet cleaning, retailers have strong momentum behind them. This gives them a solid foundation to develop bathroom specific ranges that offer credible performance at value price points.

This Report Looks at the Following Areas:

  • How the rising cost-of-living has heightened price sensitivity and boosted private-label demand
  • The impact of demographics on bathroom cleaning purchase channels and behaviours
  • Scent and personalisation emerging as decisive purchase drivers, especially for Gen Z
  • How the rise of probiotics and long-lasting claims are reshaping perceptions of efficacy
  • Multipurpose popularity threatening volume of specialised bathroom products
  • Health and environmental concerns fuelling demand for gentler, fragrance-free options

Report Scope

This Report examines the UK retail market for bathroom cleaning products. Mintel’s definition includes products sold through the grocery retail channel and direct to consumers including:

  • Floor cleaners
  • Bathroom cleaners
  • Shower cleaners
  • Toilet cleaners, including liquids/gels, flushable toilet wipes, sheets, tablets and powders
  • In-bowl rim blocks and liquids/gels
  • In-cistern blocks
  • Implements, including disposable brushes and refills
  • Bleaches, including thick and thin liquid bleaches and bleach sprays
  • Disinfectants, including disinfectant liquids and sprays, and antiseptic disinfectants.

These products come in a number of formats, including sprays, mousses, creams, foams and disposable wipes.

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  1. EXECUTIVE SUMMARY

    • What you need to know
    • The outlook for bathroom cleaning
    • Opportunities
    • High penetration in other segments indicates scope for private label to succeed in bathroom cleaning
    • Give consumers the power to personalise scents
    • Cater to the underserved scent-sensitive consumers

  2. THE MARKET

    • Snapshot – market size
    • Consumers remain price sensitive when purchasing bathroom cleaning products
    • Graph 1: the financial confidence index, 2017-25
    • More bathrooms increases cleaning needs
    • Graph 2: households with two of more bathrooms, 2020 vs 2025
    • Regulations are driving wipe reformulation
    • Multipurpose popularity threatens specialised products
    • Shower filters could impact specialised cleaner usage
    • Graph 3: Google searches for ‘shower filter’, 2022-26
    • Market size for bathroom and toilet cleaning products
    • Innovation and wider distribution drives Astonish’s toilet care momentum
    • Private label holds strong position in bleach and toilet cleaning segments

  3. THE CONSUMER

    • Cleaning routines
    • Weekly cleaning signals opportunities for lasting cleaning claims
    • Graph 4: bathroom cleaning frequency, 2025
    • Probiotics hold prolonged protection potential
    • Interest in probiotics is on the up
    • Reinforce the importance of specialist cleaners during the rise of probiotics
    • Extend usage instances for toilet drops
    • Skin safety is an important consideration for brands
    • Shopping behaviours
    • Convenience influences purchase channels for younger generations
    • Position DTC models as the optimal convenient solution
    • Fragrance supersedes function for younger consumers
    • Graph 5: purchase of a bathroom cleaning product based on its scent, by generation, 2025
    • Scentscaping presents a new way to elevate bathroom cleaning
    • Product preferences
    • The influence of age on toilet freshener product usage
    • Cross-format innovation presents opportunities to reach a wider audience
    • Price sensitivity shapes bathroom cleaning product purchases
    • Own label can leverage low price and strong performance perceptions to succeed
    • Scent cues influence the perception ‘clean’
    • Chemical concerns highlight the importance of more natural offerings

  4. PRODUCT, INNOVATION AND MARKETING

    • Space opens for alternative efficacy claims
    • Brands are reshaping performance-led claims
    • Expertise in floor care becomes Dyson’s route into cleaning solutions
    • SC Johnson showcases the impact of its sustainability partnerships
    • Alternative fibres make wipes a more responsible convenience
    • Format advances improve safety while boosting cleaning action
    • Solid formats streamline toilet cleaning for greater ease

  5. APPENDIX

    • Market definition
    • The market
    • Market size
    • Market segmentation
    • Market share – bathroom cleaning products
    • Market share – bleach
    • Market share – toilet cleaning products
    • The consumer
    • Consumer research questions
    • Consumer research methodology
    • Generations
    • Other data source methodologies
    • Mintel Spark
    • Abbreviations

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