US Household Surface Cleaners – Market Dynamics 2025
The surface cleaner market needs to pivot. Focus on wellness, eco-friendly and private label for profit, not just germ claims.
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THE MARKET
- Market size and forecast
- Consumers and the economic outlook
- Leverage consumers’ improving financial confidence
- Graph 1: change in financial situation over the past 12 months, 2023-25
- Impact of tariffs will remain top-of-mind for brands and consumers
- Retail sales and forecast of household surface cleaners
- Graph 2: total sales and forecast of household surface cleaners, at current prices. 2019-30
- Retail sales and forecast of household surface cleaners
- Retail sales of household surface cleaners, by segment
- Graph 3: total retail sales and forecast of household surface cleaners, by segment, at current prices, 2019-30
- Retail sales of household surface cleaners, by segment
- Clorox remains dominant, but private label and smaller players make inroads
- Sales of household surface cleaners, by company
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THE CONSUMER
- Consumers remain loyal but are implementing more cost-saving behaviors
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Market size and forecast
- Retail sales and forecast of household surface cleaners, inflation-adjusted
- Market and brand share
- Average annual household spending on household surface cleaners
- Retail sales of household surface cleaners, by segment
- Retail sales and forecast of toilet, tub & tile cleaners
- Retail sales and forecast of all-purpose cleaners
- Retail sales and forecast of specialized cleaners
- Retail sales and forecast of cleaning cloths/wipes
- Retail sales and forecast of floor cleaners/wax removers
- Retail sales and forecast of furniture polish
- Retail sales of household surface cleaners, by channel
- Sales of toilet, tub & tile cleaners, by leading companies and brands
- Sales of all-purpose cleaners, by leading companies and brands
- Sales of specialized cleaners, by leading companies and brands
- Sales of cleaning cloths/wipes, by leading companies and brands
- Sales of floor cleaners/wax removers, by leading companies and brands
- Sales of furniture polish, by leading companies and brands
This Market Dynamics report features market data extracted from Mintel’s US Household Surface cleaners Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the US cleaning products market. The full report is available to purchase here.
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