"The popularity of multipurpose products underscores the need for clearer differentiation, positioning food safety as a credible opportunity within kitchen cleaning."
Luke Santos, Household Care Analyst
Kitchen cleaning habits are shaped by cost pressures and a preference for simplicity. With 75% of UK adults responsible for kitchen cleaning having used multipurpose products, value and versatility anchor decision making. This streamlined nature of routines reflects busy family life and a desire to do more with fewer products.
The reliance on multipurpose risks weak engagement with specialised kitchen surface cleaners. As all-purpose formulations improve, kitchen-specific cleaning products must clearly demonstrate their importance to gain more widespread use. Food- and skin-safe cues offer a credible way for kitchen cleaners to differentiate, as the kitchen is a place where chemical concerns and residue anxiety are especially heightened.
Fragrances are influential in kitchen surface cleaners. In the UK, 57% of kitchen cleaner buyers say scent influences their purchase in the category, highlighting how it can be a differentiator in an otherwise functional space. More-refined scent profiles offer brands a way to elevate their offering and add value.
This report examines kitchen cleaning behaviours in the UK. Mintel’s definition includes products sold via grocery retailers, discount retailers, convenience stores and online-only retailers.
The kitchen surface cleaning market size only includes specialised products. However, the following products are also included throughout the report:
These products come in a number of formats, including sprays, mousses, creams, foams and disposable wipes.
For additional market context, the Report also includes a market size and forecast for dishwashing products, which includes:
Dishcloths, sponges, scouring products, washing up tools and rubber gloves are excluded from both market sizes.
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