US Cleaning the House Market Report 2024
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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…

US Cleaning the House Market Report 2024

£ 3,695 (Excl.Tax)

Report Summary

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.

Core Areas Analyzed

  • Shifts in shopping and cleaning behavior and frequency.
  • Attitudes toward cleaning and emerging expectations of brands.
  • Resources used to find cleaning information.
  • Consumer associations with specific formats.
  • Trends in launch activity for household products and innovation opportunities.

Consumers’ Cleaning Behaviors

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.

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Expert Analysis

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, Mintel Household Care Analyst
Rebecca Watters
Associate Director of Household & Health

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Cleaning frequency
    • Graph 1: cleaning frequency – trended, 2020-24
    • Changes in shopping and cleaning behavior
    • Graph 2: change in cleaning and shopping behaviors, 2024
    • Graph 3: greater focus on ingredients and claims, by select shopping behaviors, 2024
    • Graph 4: changes in select attitudes and behaviors, 2024
    • Graph 5: select purchase behaviors, by age and income, 2024
    • Attitudes and behaviors toward cleaning
    • Graph 6: attitudes and behaviors toward cleaning – any agree (net), 2024
    • Graph 7: select attitudes toward cleaning, by cleaning confidence, 2024
    • Graph 8: select attitudes toward cleaning products, by age, 2024
    • Sources of cleaning information
    • Graph 9: sources of cleaning information, 2024
    • Attitudes toward homecare product formats
  3. Competitive Strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
  4. The Market

    • Market context
    • Market audience
    • Graph 10: shopping responsibility – trended, 2022-24
    • Graph 11: cleaning responsibility – trended, 2020-24
    • Market drivers
    • Graph 12: Consumer Price Index change from previous period, 2021-23
    • Graph 13: Disposable Personal Income change from previous period, 2013-23
  5. Appendix

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.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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