This report examines consumers’ cleaning behaviors and approaches to shopping in the household care category. Economic pressures still cause some shoppers to make concessions to reduce category spend, but the majority remain committed to cleaning and caring for their homes.
Below, we’ve summarized the core areas analyzed and provided hand-selected findings from the full document.
Consumers’ cleaning habits have remained relatively unchanged in the past few years. In line with this, Mintel identifies the trend of skill being linked to enjoyment and therefore engagement, which underpins the importance of brand education to encourage cleaning frequency.
As consumers’ curiosity grows, paying more attention to ingredients than before, brands can respond to this interest in knowledge. Consumers still find areas such as the science behind ingredients hard to understand. With misinformation occurring on social media, brands have the opportunity to dispel this and promote the science, and scientists, behind their ingredients and formulations.
Buy the full report for a complete review of how consumers are cleaning, what they’re looking for from cleaning brands, and statistics-backed analysis and opportunities to respond. You can also browse our household and home market research.
Leading household analyst Rebecca Watters delivers expert industry insights with this in-depth report.
While cleaning habits have changed little in the past two years, consumers’ growing curiosity about the category will serve as an opportunity for growth.
Rebecca Watters
Associate Director of Household & Health
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