2022
9
US Household Surface Cleaners Market Report 2022
2022-11-15T03:04:20+00:00
OX1099951
3695
157444
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Report
en_GB
"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…

US Household Surface Cleaners Market Report 2022

£ 3,695 (Excl.Tax)

Description

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, Associate Director, Finance Reports
Jennifer White Boehm
Director, BPCH Reports

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2017-27
      • Figure 2: Category outlook for household surface cleaners, 2022-27
    • Opportunities and challenges
    • Challenge: Changes in cleaning habits means fewer products needed
      • Figure 3: Change in cleaning habits, 2022
    • Challenge: apathetic approach to shopping the category
      • Figure 4: Trial of new household cleaning brand/product, by age, 2022
    • Challenge: brand switching as a money-saving strategy
      • Figure 5: Switching to less expensive cleaning brands, by age, 2022
    • Opportunity: linking home cleaning to positive health attributes
      • Figure 6: Attitudes toward home cleaning, by age, 2022
    • Opportunities: sustainability is a given, health is a plus
      • Figure 7: Interest in household surface cleaning product innovation – Sustainability and health, 2022
    • Opportunities: scent can communicate efficacy and mood
      • Figure 8: Interest in household surface cleaning product innovation – Fragrance, 2022
    • Key consumer insights
  3. Market Size and Forecast

    • Sales retract after 2020 spike; remain above pre-pandemic levels
      • Figure 9: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2017-27
      • Figure 10: Total US sales and forecast of household surface cleaners, at current prices, 2017-27
    • Spending remains above pre-pandemic levels, supported by inflation
      • Figure 11: Average annual household spending on household surface cleaners, 2017-22
  4. Segment Performance

    • Specialized cleaners lead sales
      • Figure 12: Sales of household surface cleaners, by segment, 2022
    • All segments realize a decline in sales during the 2-year period
      • Figure 13: Total US retail sales of household surface cleaners, by segment, at current prices, 2020 and 2022
  5. Market Factors

    • Falling confidence and inflation have negative implications
      • Figure 14: Consumer Sentiment Index, 2007-22
      • Figure 15: Consumer Sentiment Index change from previous period, 2007-22
    • Age impacts cleaning routine and use of household surface cleaners
      • Figure 16: Population aged 18 or older, by age, 2016-26
    • Families represent shrinking share of US households
      • Figure 17: Households by presence of own children, 2010-20
  6. Market Share

    • Clorox takes back top spot
    • Few companies find growth
      • Figure 18: SC Johnson Scrubbing Bubbles Concentrated Pod Bathroom Cleaner
      • Figure 19: Fabuloso Anti-Bacterial Multi-use Cleaner
    • Sales of household surface cleaners by company
      • Figure 20: MULO sales of household surface cleaners, by leading companies, rolling 52 weeks 2021 and 2022
    • Toilet, tub and tile cleaners achieve growth
      • Figure 21: Clorox Plus Tilex Daily Shower Cleaner
      • Figure 22: MULO sales of toilet, tub & tile cleaners, by leading companies, rolling 52 weeks 2021 and 2022
    • All-purpose cleaner sales stumble
      • Figure 23: Formula 409 Lemon Fresh Multi-Surface Cleaner
      • Figure 24: MULO sales of all-purpose cleaners, by leading companies, rolling 52 weeks 2021 and 2022
    • Specialized cleaners struggle
      • Figure 25: MULO sales of specialized cleaners, by leading companies, rolling 52 weeks 2021 and 2022
    • Cleaning cloths/wipes return to pre-pandemic sales
      • Figure 26: MULO sales of cleaning cloths/wipes, by leading companies, rolling 52 weeks 2021 and 2022
    • Floor cleaners/wax remover sales level off
      • Figure 27: Swiffer WetJet Unstoppables Fresh Floor Cleaner
      • Figure 28: MULO sales of floor cleaners/wax removers, by leading companies, rolling 52 weeks 2021 and 2022
    • Furniture polish sales slip
      • Figure 29: MULO sales of furniture polish, by leading companies, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Marketing strategies through the lens of product launches
      • Figure 30: Household surface cleaner product launches, by launch type, 2019-22
    • Packaging changes and new products boast eco-friendly position
      • Figure 31: SC Johnson & Son’s Windex Glass Cleaner with Vinegar
      • Figure 32: Clorox Fresh Scent Bathroom Foamer Refillable Cleaner Starger Kit
      • Figure 33: SC Johnson Drano Clean Citrus Fragrance Foaming Disposal Strips
      • Figure 34: Clorox Lemon Verbena Scent Multi-Purpose Paper Towel Wipes
      • Figure 35: Clorox Lemongrass Mandarin Scented Multi-Surface Disinfecting Mist
    • Marketing strategies through the lens of product claims
      • Figure 36: Household surface cleaner product launches, by claim category, 2019-22
    • Convenience claims play into trends toward ad-hoc cleaning
      • Figure 37: Zep All-Purpose Cleaner & Degreaser
      • Figure 38: Bona Disposable Wet Cleaning Pads for Hard-Surface Floors with Lemon Mint Scent
      • Figure 39: Soft Scrub Cleanser with Oxi & Scrub Daddy Scrubbers
    • Functional claims have opportunity for continued growth by conveying health
      • Figure 40: Clorox Clinical Soft Surface + Bio-Stain Cleaner
      • Figure 41: Ever Spring Seasonal Collection Spearmint and Orange Multi-Surface Cleaning Wipes
      • Figure 42: Safely Instagram Post
      • Figure 43: Homecourt Instagram Post
    • Social media strategies are essential to convey brand image
      • Figure 44: Ecos Tea Tree Bathroom Cleaner
      • Figure 45: Ecos Instagram post – Climate Positive Cleaning
      • Figure 46: Ecos Instagram post – Black girl environmentalist
  8. The Household Surface Cleaner Consumer: Fast Facts

    • Fast Fact 1: Surface cleaners have universal need
    • Fast Fact 2: Challenges exist in product trail, brand switching
    • Fast Fact 3: Product reviews and online shopping warrant attention
    • Fast Fact 4: Ad-hoc cleaning largely displaces the deep clean
  9. Household Product Usage

    • Everyone uses surface cleaners, especially toilet cleaners
      • Figure 47: Clorox Scentiva Wet Mopping Cloths refills
      • Figure 48: Household product usage, 2022
    • Older consumers tap a variety of household surface cleaners for the job
      • Figure 49: Household product usage, by age, 2022
  10. Frequency of Product Usage

    • Consumers are reaching for surface cleaners multiple times each week
      • Figure 50: Mr. Clean Citrus & Light Disinfecting Wipes
      • Figure 51: Frequency of household product usage (net), 2022
    • Women use surface cleaners weekly, while men do so a few times a month
      • Figure 52: Frequency of household product usage (net), by gender, 2022
    • Parents clean more frequently than those without kids
      • Figure 53: Frequency of household product usage (net), by parental status, 2022
    • High traffic kitchen surfaces get cleaned most often
      • Figure 54: Household product usage, by frequency of use, 2022
  11. Choosing Household Surface Cleaners

    • Consumers are looking for effective, multi-purpose products
      • Figure 55: Mrs. Meyer’s Clean Day Lemon Verbena Scented Probiotic Daily Shower Spray
      • Figure 56: Choosing household surface cleaners, 2022
    • Older adults want cleaning power, young adults value natural, eco-friendly
      • Figure 57: Choosing household surface cleaners, by age, 2022
    • Parents are most enthusiastic about naturalness
      • Figure 58: Choosing household surface cleaners, by parental status, 2022
  12. Shopping for Household Surface Cleaners

    • Reviews, peer recommendations still hold most sway over US adults
      • Figure 59: Shopping for household surface cleaners, 2022
    • Social media content creates personal connections
      • Figure 60: Shopping for household surface cleaners, by age, 2022
    • Parents are information seekers when shopping for household
      • Figure 61: Safely partnership with city girl gone mom
      • Figure 62: Shopping for household surface cleaners, by parental status, 2022
  13. Change in Cleaning Routine

    • Younger adults most receptive to new products and price
      • Figure 63: Change in product usage, by age, 2022
    • Online shopping for household surface cleaners still emerging
      • Figure 64: Change in shopping habits, by age, 2022
    • More ad-hoc cleaning and less disinfecting this year
      • Figure 65: Change in cleaning habits, by age, 2022
  14. Attitudes toward Home Cleaning

    • Home hygiene and routine cleaning go hand-in-hand
      • Figure 66: Lysol Disinfecting Wipes
      • Figure 67: Attitudes toward home cleaning, 2022
    • Women make the connection between health and a clean home
      • Figure 68: Attitudes toward home cleaning, by gender, 2022
    • Young adults are enthusiastic about how home cleaning makes them feel
      • Figure 69: Attitudes toward home cleaning, by age, 2022
    • Relaxation is a benefit of home cleaning for many parents
      • Figure 70: Attitudes toward home cleaning, by parental status, 2022
  15. Interest in Home Surface Cleaning Innovation

    • Eco-friendly, healthy, and aromatic provide innovative opportunities
      • Figure 71: Clorox Disinfecting Mist Multi-Surface in Lemongrass Mandarin
      • Figure 72: Interest in household surface cleaning product innovation, 2022
    • Young adults want household cleaners that deliver personal benefits
      • Figure 73: Aunt Fannie’s Lavender Floor Cleaner
      • Figure 74: Interest in household surface cleaning product innovation, by age, 2022
    • Parents look for added health value
      • Figure 75: Interest in household surface cleaning product innovation, by parental status, 2022
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  17. Appendix – The Market

      • Figure 76: Total US sales and forecast of household surface cleaners, at inflation-adjusted prices, 2017-27
      • Source: based on IRI InfoScan® Reviews; US Census Bureau, Economic Census/Mintel
    • Source: based on IRI InfoScan® Reviews; US Census Bureau, Economic Census/Mintel
      • Source: based on IRI InfoScan® Reviews; US Census Bureau, Economic Census/Mintel
      • Source: IRI InfoScan® Reviews for 52 weeks ending 12-31-17; 12-30-18; 12-29-19; 12-27-20; 12-26-21; 9-4-22/Mintel

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Data

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*databooks not available with UK B2B Industry reports.

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