US Household Surface Cleaners Market Report 2022

This report provides comprehensive and current information and analysis of the household surface cleaners market including household surface cleaners market size, anticipated market forecast, relevant market segmentation, and industry trends for the household surface cleaners market in the US.

Current market landscape

US retail sales of household surface products grew 22% from 2017-22 to estimated sales at $6.4 billion in 2022. Household surface cleaner product usage is strong and consistent, with 98% of adults saying they’ve used a household surface cleaner, and 83% doing so at least once a week. Consumers are consistent in their cleaning routine and category engagement, which creates habitual purchasing behavior, which then results in little movement in sales from year to year. One of the biggest threats to the household surface cleaner market is consumers’ habitual shopping approach to the category. A relatively modest share (26%) of category users have tried a new household cleaning brand/product in the last year.

Household surface cleaners market share and key industry trends

• 98% of consumers use a household surface cleaning product – affirming the strength of the market as a household staple.
• Consumers gravitate to disinfectants (67% usage) and all-purpose cleaners (64% usage) for general cleaning applications and functionalities.
• Consumers indicate that the top three most desired surface cleaning attributes are cleaning power (71%), multi-purpose functionality (64%) and anti-bacterial/antiviral properties (56%); efficacy and convenience are highly valued in the category.

Future market trends in household surface cleaners

While the pandemic spiked demand for household surface cleaners (driving sales up 45.4% in 2020), fears have waned, and consumers are returning to normal lifestyles and routines. Still, the pandemic has changed consumers’ health and wellness perspectives. One of the biggest opportunities in the household surface care market will be accelerating wellness strategies through health-related ingredients and claims that play into consumers’ need and desire to feel physically and mentally healthy. Functional claims and and a focus on fragrances can meet consumer demand for a healthy clean as well as an enjoyable cleaning experience.

Read on to discover more about the household surface cleaners consumer market, read our US Shopping for Household Care Products Market Report 2021, or take a look at our other Detergents and Cleansers research reports.

Quickly understand the household surface cleaners market

• Penetration and frequency of household surface cleaner use.
• Attributes that are important to consumers when choosing household surface cleaners.
• Attitudes and influences consumers adopt when shopping for household surface cleaners.
• Changes in cleaning routines in the last year as related to product usage, cleaning habits, and shopping habits.
• Attitudes toward home cleaning and interest in household surface cleaner innovation.

Covered in this household surface cleaners market report

Brands include: P&G, SC Johnson, Clorox, Reckitt, Lysol, Scrubbing Bubbles, Fabuloso, Colgate-Palmolive, Weiman Products, Church & Dwight, Tilex, Lysol, Ty-D-Bol, RID-X, Lime-A-Way, Method, Kaboom, Bowl Fresh, Comet, Formula 409, Pine-Sol, Mr. Clean, Microban Mrs Meyers, Windex, Pledge, Easy-Off, Finish, Drano, Swiffer WetJet, Bona, Holloway, House Quick, Murphy’s Oil, Endust, Old English, Zep, Ever Spring, Safely, Ecos, Aunt Fannie’s.

Expert analysis from a specialist in the field

This report, written by Jennifer White Boehm, a leading analyst in the Home Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers are consistent in their cleaning routine and category engagement, which results in habit-based purchasing – and little movement in household surface cleaner sales from year to year. Brands that can deliver a balance between sustainability and germ management, while creating a more enjoyable cleaning experience, will find the most success. Forward thinking innovators in the category are developing formulas that emphasize safety and wellbeing with skincare or food ingredients, catering to consumer interest in functional wellness and self-care.

Jennifer White Boehm
Director, BPCH Reports