US Cleaning the House Consumer Report 2024
While cleaning habits have changed little in the past two years, consumers' growing curiosity about the category will serve as an opportunity for growth.
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- Key issues covered in this Report
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Executive Summary
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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
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Competitive Strategies
- Launch activity and innovation
- Marketing and advertising
- Opportunities
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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
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Appendix
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.
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
Associate Director of Household & Health
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