The household cleaning equipment market has reached a point of stability following the disruptions of the pandemic, but it now faces challenges in achieving significant growth. Key factors impacting this market include a lack of innovation, a decrease in home ownership rates, and the durable nature of cleaning tools which reduces the frequency of purchases. Consumers are placing a premium on price, functionality, and the longevity of products rather than brand names or material quality.
There is a notable interest in ergonomic solutions for older consumers and sustainable, convenient options for younger generations. Additionally, the adoption of AI and automation in cleaning equipment is gaining traction, especially among younger consumers and busy parents who value time-saving devices. While older users prefer practical, multifunctional tools, younger consumers are more open to experimenting with new technologies and will drive adaptation of future innovations.
This report looks at the following areas:
- Market stabilization post-pandemic with growth challenges
- Consumer preference for price and longevity over brand
- Increased interest in AI and automation for cleaning
- Demographic insights on cleaning equipment preferences
- Demand for pet-friendly cleaning solutions
- Economic factors influencing consumer upgrades
The cleaning equipment market stabilizes post-pandemic, now facing low innovation. Consumers seek multifunctional, sustainable, and AI-enhanced cleaning solutions.
Lindsay Cameron, Analyst – Health & Wellness
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
This Report focuses on the US market for household cleaning equipment, including:
- Mops, brooms, and miscellaneous cleaning tools
- Sponges and scouring pads
- Gloves
Excluded from this Report are household surface cleaners, disposable wipes, and electric cleaning equipment, such as vacuum cleaners. For more information on these excluded segments, please refer to Mintel’s Household Surface Cleaners – US, 2024. Electric cleaning equipment (eg vacuum cleaners), are covered in the Consumer section but excluded from the Market and Companies and Brands.
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Executive Summary
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- Older consumers want cleaning to be easier, but not through technology
- Features and messaging that demonstrate how products simplify cleaning independently are more appealing to older adults
- High-earning younger consumers and parents will drive innovation
- Give consumers a reason to upgrade their cleaning equipment
- Connect with consumers' desire for the feeling of a clean home
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Market Dynamics
- Market context
- Market drivers
- Although consumer prices have decreased, sentiment lags behind
- Graph 1: consumer sentiment index, 2022-24
- Graph 2: headline CPI and core CPI, 2021-24
- The upcoming EU Green Deal will drive  brands to enhance sustainability
- Pet owners will seek cleaning solutions tailored for their companions
- Graph 3: pet ownership, 2023
- Market size and forecast
- The category remains stable but faces growth challenges due to limited innovation
- Retail sales and forecast of household cleaning equipment
- Market segmentation
- Sales for cleaning tools and sponges/scouring pads remain consistent
- Graph 4: total retail sales of household cleaning equipment, by segment, at current prices, 2022 and 2024
- Sales for cleaning tools and sponges/scouring pads remain consistent
- Connect the protective benefits of cleaning gloves to skin health
- Market share/brand share
- P&G continues to strengthen its leadership in the household cleaning equipment category
- P&G expands utilizing their already beloved product lines
- Sales of household cleaning equipment, by company
- Sales of cleaning tools/mops/brooms, by companies and brands
- Sales of sponges & scouring pads, by companies and brands
- Scrub Daddy is making efforts to break out of dish washing category
- Sales of gloves, by companies and brands
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Consumer Insights
- Consumer fast facts
- Purchase responsibility
- Purchasing cleaning equipment has increasingly become a solo task
- Graph 5: cleaning equipment purchase responsibilities, 2021 and 2024
- Young consumers are challenging gender roles in shopping responsibility
- Graph 6: cleaning equipment purchase responsibilities, by gender and age, 2024
- Appeal to fathers' growing purchasing responsibilities by tapping into their interest in natural products and brands they recognize
- Graph 7: cleaning equipment purchase responsibilities, by parental status and gender, 2024
- Household cleaning equipment usage
- Dishwashing tools are the most frequently used cleaning aids
- Graph 8: usage frequency of cleaning tools and equipment, 2024
- Younger generations are more likely to use a variety of cleaning tools on a daily basis
- Graph 9: daily usage of cleaning tools and equipment, by generation, 2024
- Floor cleaning equipment usage
- Encouraging trade-ups should continue to be a focus area
- Graph 10: usage frequency of floor cleaning tools and equipment, 2024
- Engage Gen Z and Millennials with time-saving robotic cleaning solutions
- Graph 11: any usage of robotic floor cleaning devices,by generation, 2024
- Higher-income households use a wider array of products to clean the home
- Graph 12: any usage of floor cleaning tools and equipment, by age and income, 2024
- Show parents of young children the benefit of multifunctional floor cleaning tools
- Graph 13: any usage of floor cleaning tools and equipment, by age of children, 2024
- Household cleaning equipment purchase factors
- Value drives purchase decisions
- Graph 14: cleaning equipment purchase factors, 2024
- Older consumers want no-thrills efficacy at a decent price
- Graph 15: price and functionality cleaning equipment purchase factors, by generation, 2024
- Young men and fathers seek natural elements and brand signals to identify what is 'good"
- Graph 16: brand and natural elements as cleaning equipment purchase factors, by gender and age, parental status and gender, 2024
- Utilize mothers' trust in antibacterial claims
- Cleaning equipment attitudes and behaviors
- More are cleaning to improve the look of their home rather than to get rid of germs
- Graph 17: cleaning equipment attitudes and behaviors, 2024
- Connect with consumers' desire to make their homes look better
- Graph 18: cleaning to improve look or hygiene, by age group, 2024
- Brands should emphasize how their cleaning products can alleviate the burden of household cleaning
- For younger generations, sustainability can't come at the expense of convenience
- Graph 19: attitudes toward sustainability and reusability of cleaning equipment, by generation, 2024
- Papaya makes reaching for sustainable more conveinient
- Brands should market cleaning products that focus on germ elimination and hygiene to cater to parents' needs for cleanliness and safety
- Graph 20: select attitudes toward cleaning and equipment, by parental status and gender, 2024
- Floor cleaning equipment attitudes and behaviors
- Consumers generally lack strong opinions about floor cleaning
- Graph 21: attitudes and behaviors toward floor cleaning equipment, 2024
- Brands can capitalize on young consumers' increasing demand for specialized floor cleaning solutions as they become familiar with the category
- Graph 22: attitudes toward floor cleaning equipment, by generation, 2024
- Connect with pet parents through pet-friendly features and messaging
- Connecting with pet parents with different types of cleaning tools
- Promote cleaning automation by showing how it gives busy parents and affluent young consumers more free time for family and hobbies
- Graph 23: attitudes toward automatic and specialized floor cleaning equipment, by age/income and parental status, 2024
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Innovation and Marketing strategies
- Launch activity and innovation
- Innovation in the cleaning equipment category has stagnated, with growth lagging behind other household care categories
- Graph 24: NPD in household care, by category, Jan 2021- Sept 2024
- New formulations and products have represented a minimal percentage of recent launches
- Graph 25: NPD in household cleaning equipment, by launch type, Jan 2021- Sept 2024
- Private label brands have the opportunity to develop more affordable cleaning aids for budget conscious shoppers
- Graph 26: % of NPD in household cleaning equipment, by private label, Jan 2021-Sept 24
- Cleaning robots are becoming increasingly more accessible to consumers
- Marketing and advertising
- 'Don't Break the Bank' with Dirt Devil
- Collaborating with influencers allows brands to engage younger audiences through content that sparks interest and educates about equipment
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Appendix
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
- Household cleaning equipment fan chart table
- Total retail sales of cleaning tools/mops/brooms
- Total retail sales of sponges & scouring pads
- Total retail sales of gloves
- Forecast methodology
- Forecast fan chart methodology
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