US Cleaning the House Consumer Report 2025
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Cleaning The House – US Consumer Analysis
Despite stagnant consumer behaviors and financial constraints impacting spending, household care products‘ stability is grounded in its functional and essential nature. With consumers spending an average of 29 minutes daily on cleaning, and minimal interest in increasing that number, demand for affordable, time-saving products is universal.
As the household care category steps into 2025, emerging technologies shed light on a future where the same innovations will enhance ease of use, economy and sustainability. Biotechnology, for instance, is converging science and artistry to reshape the way formulations are conceived, manufactured and delivered, promising a future where performance meets ethical responsibility. While the true value of these novel ingredients has yet to be widely recognized, shoppers are becoming more curious about their products.
To stay competitive, brands must educate consumers on the technical superiority of biotech-derived, lab-grown ingredients over traditional options. Educate consumers about these incremental benefits, and the value of transitioning to lab-grown solutions is essential for the category’s success.
Key Topics Analyzed in the Report
- Market factors impacting shopping and the household cleaning category
- Shifts in shopping and cleaning behavior and frequency, including time spent cleaning daily
- A look at how consumer cleaning and shopping behaviors have changed in the past year
- Understanding how consumers approach cleaning and their attitudes toward cleaning the home
- What behaviors consumers exhibit in an effort to be more sustainable
Report Scope
This report examines consumer attitudes and behaviors toward housecleaning and shopping for cleaning products. The following cleaning tasks are covered: cleaning the kitchen, cleaning the oven, vacuuming floors, mopping/sweeping floors, polishing/dusting items, cleaning the bathroom, toilet cleaning, window cleaning, cleaning upholstery/fabrics.
Meet the Expert Behind the Analysis
This report was written by Rebecca Watters. Rebecca joined Mintel in 2015, bringing experience from the non-profit health sector. As Associate Director, she focuses on household, health, and wellness industries, offering strategic insights on consumer trends, market trends and product development. She collaborates with clients to identify key trends and plan for future market needs.
The essential nature of the category provides market stability. Boost value propositions with eco-friendly, science-backed features that keep convenience intact.
Rebecca Watters
Associate Director, Household & Health
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
- Biotechnology can bridge the gap between effective and eco-conscious solutions
- The next evolution of antibacterial will favor biotechnology
- Lean into preventative positioning
- Smart hack trend: friend or foe to the category
- Create fun activations to boost engagement
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MARKET DYNAMICS
- Market context
- Cleaning primarily falls on one person’s shoulders
- Graph 1: cleaning responsibility – trended, 2020-25
- Graph 2: shared responsibilities, 2025
- Nearly everyone is involved in the category; the majority are solely responsible
- Graph 3: shopping responsibility – trended, 2022-25
- Market drivers
- Regulations as a form of hidden competition: be ahead of it
- Cooling inflation will bring little relief to shoppers
- Graph 4: Consumer Price Index change from previous period, 2007-24
- Increased prices can be a both a threat and benefit to the category
- Graph 5: MULO sales of select private label household care products, by leading companies, 2023-24
- Proposed tariffs will directly, and indirectly, impact industry spend
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Consumer Insights
- Consumer fast facts
- Cleaning frequency and activity
- Habits remain unchanged
- Graph 6: cleaning frequency – trended, 2020-25
- The majority are cleaning 45 minutes or less per day
- Tailor solutions to boost engagement
- Graph 7: time spent cleaning daily, by gender and generation, 2025
- Finances and time commitments are not always linked
- Graph 8: time spent cleaning daily, by financial situation, 2025
- Changes in shopping and cleaning behavior
- Ingredients and claims influence purchase decisions
- Graph 9: change in shopping behavior over the past year, 2025
- Young shoppers look beyond the label
- Health and safety are nonnegotiable for moms
- Versatility can build value
- Graph 10: changes in shopping habits, by cleaning frequency, 2025
- Attitudes and behaviors toward cleaning
- Shoppers are paying attention
- Graph 11: attitudes and behaviors toward cleaning, 2025
- Simplify routines, maximize results
- Graph 12: select attitudes toward cleaning, by time spent cleaning daily, 2025
- Get ahead of safety concerns with education that is concise and clear
- Graph 13: select attitudes toward ingredients and claims – agree, by generation, 2025
- Attitudes toward sustainable behaviors
- Reduce the perceived dichotomy between effective, sustainable and affordable
- Graph 14: attitudes toward sustainable behaviors, 2025
- Promote the efficacy of “green chemistry” actives to win over moms
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Packaging that’s beautiful and sustainable
- Sustainability needs to work well in practice
- AI will help with household chores
- Biotechnology poised to become more prominent in ingredient sourcing
- Bio-based brands focusing on performance, accessibility
- Henkel’s “future of clean” is smart dosing
- Get a competitive edge with accessible packaging
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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