Stay ahead of the curve and future-proof your business with Mintel’s UK Cleaning in and Around the Home Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest holiday rental market trends and consumer behaviours affecting your business. Get a 360° view of the household cleaning market, including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
The cost of living crisis is unlikely to strongly and directly affect how people are cleaning their homes. However, inflation will continue to eat into consumer spending power over the course of 2023. In order to save money, consumers are reducing their outgoings by cutting back on nonessential products as well as limiting their outdoor social and leisure activity spend. This could lead to consumers spending more time at home, and have a direct uplift on cleaning needs.
The biggest threat facing the household cleaning market is consumers’ willingness to experiment with cheaper homemade alternatives. Overall, consumers are reluctant to switch from their usual brands, but their focus on value for money could alter this. Younger consumers are more likely to come across influencers on social media who promote simple and inexpensive everyday cleaning solutions made from natural ingredients commonly found in kitchen cupboards.
Gender equality in household chores peaked during the pandemic but has since reversed as men have returned to shorter cleaning times. The number of males cleaning more than 5 hours per week has decreased, and those cleaning less than 2 hours per week has risen, indicating a widening gender chore gap. To combat this, brands should promote equal home partnerships.
To learn how to connect with your audience, purchase our full UK Cleaning in and Around the Home Market Report 2023. Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.
This report, written by Nikita Shergill, a leading household analyst, delivers in-depth commentary and analysis to highlight trends in the household cleaning market and add expert context to the numbers.
The pandemic saw strides being made towards closing the gender chore gap as people occupied their homes more. However, these gains have been reversed since, as the share of men cleaning for longer than five hours a week has slowed, the share of women cleaning for the same time has remained similar. Shifting gender stereotypes within society starts within the home, and the household care industry is well placed to address this imbalance and lead the way to influencing greater gender equality beyond the home.”
Nikita Shergill
Research Analyst
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