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
Collapse All
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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
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
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