This report provides a comprehensive review of the household surface cleaners market in the US. Know how and why consumers buy household surface cleaning products with Mintel’s data-backed analysis. Get ahead by knowing your product’s audience today.
US Household Surface Cleaners Market – Current Landscape
The U.S. household surface cleaner (HSC) market is projected to reach $7.2 billion by 2024, fueled by increasing consumer demand for multipurpose and eco-friendly cleaning solutions. The market is anticipated to grow at a rate of 2.7% from 2023 to 2024, with a long-term growth forecast of 5.9% from 2024 to 2029. Key consumer trends indicate a growing preference for natural and sustainable products, as well as a rise in DIY cleaning solutions, particularly among younger demographics who are influential in driving change.
Economic resilience, marked by easing inflation and a robust labor market, has strengthened household finances and enhanced consumer spending power, further propelling market growth. Brands prioritizing eco-friendly claims and natural ingredients are well-positioned to attract environmentally conscious consumers. Additionally, finding ways to streamline consumer routines while maximizing productivity will be crucial, as shoppers determine which products to keep in their repertoire.
US Household Surface Cleaners – Market Statistics
- Product purchase behavior: Almost half of 18-34 year olds are creating their own cleaning solutions at home as a reason for purchasing fewer household surface cleaning products.
- Product purchase locations: While most continue to buy from mass retailers and grocery stores, over a third buy from wholesale clubs—a shift associated with the increasing association of stores like Costco and Sam’s Club with grocery shopping.
- Product innovation interest: Consumers continue to expect efficiency from products, challenging brands to balance cost and efficacy. It will be key to ensure that brand values—such as sustainability and clean formulas—resonate with consumers.
US Household Surface Cleaners Market Report – What’s Inside?
Key Topics Analyzed in the Report
- Market drivers affecting the growth of household surface cleaner products.
- Household surface cleaner usage and usage frequency.
- Cleaning responsibility.
- Purchase behavior of household surface cleaners.
- Purchase locations while shopping for household surface cleaners.
- Interest in household surface cleaners innovations.
- Attitudes and behaviors around household surface cleaners.
Report Scope
For the purpose of this report, Mintel defines the household surface cleaner market as consisting of the following segments:
- All-purpose cleaner/disinfectant
- Toilet/tub/tile cleaners (abrasive tub/tile cleaner, nonabrasive tub/tile cleaner, toilet bowl cleaner, lime/rust remover)
- Specialized surface cleaners (drain cleaner, glass cleaner, spray disinfectant, oven/appliance cleaner, metal cleaner/polish)
- Household cleaner cloths
- Floor cleaners/was removers
- Furniture polish
Meet the Expert Behind the Analysis
This report was written by David Hamlette. David joined Mintel as a health and wellness reports analyst in August 2023. Prior to Mintel, he worked as an associate market research consultant in Chicago, providing qualitative insights for CPG and pharma companies. He graduated from George Mason University with a B.S. in Psychology, and the University of Chicago with a M.A. in Social Science.
Consumers are grappling with indecision regarding their cleaning preferences, making it crucial for brands to adapt and effectively address behaviors as they evolve.
David Hamlette
Research Analyst; Health and Wellbeing
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Executive Summary
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- Focus on eco-friendly products and innovative product formulations
- Serve as a health liaison for consumers feeling stress around their cleaning processes
- Graph 1: select attitudes and behaviors in HSC, 2024
- Diversify brand products with the inclusion of multipurpose and specialty formats
- Graph 2: select changes in HSC purchase behavior, 2024
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Market Dynamics
- Market context
- Households financial growth has primarily been driven by salary gains
- Graph 3: income growth over the past 12 months, by change in financial situation, 2024
- Households’ outlooks on their personal finances remains bullish
- Graph 4: income growth in the past 12 months, by financial outlook, 2024
- Graph 5: opinions on financial future, 2024
- Market drivers
- Annual inflation sits at 2.9% as of July, the lowest it has been since March 2021
- Graph 6: headline CPI and shelter CPI, 2021-24
- Current regulations permit brands to omit potentially harmful ingredients from labeling of cleaning products…
- … but green claims codes in the EU and UK likely bleeding into US practices
- Consumers want antibacterial rates similar to pre-2020
- Graph 7: share of toilet care, hard surface care and cleaning equipment product launches carrying the antibacterial claim, 2019-23
- Market size and forecast
- Retail sales and forecast of household surface cleaners
- Market segmentation
- Retail sales of household surface cleaners, by segment
- Graph 8: total retail sales and forecast of household surface cleaners, by segment, at current prices, 2019-29
- Retail sales of household surface cleaners, by segment
- Market share/brand share
- Sales of household surface cleaners , by company
- Sales of toilet, tub, and tile cleaners are experiencing a decline across most brands, with the notable exception being private labels
- Familiar faces such as Fabuloso carry growth for companies like Colgate-Palmolive Co.
- Big names in HSC having trouble maintaining growth in specialty cleaning formats
- Cleaning cloths and wipes are seeing decline across all brands and companies
- Floor cleaners and wax cleaners are thriving as consumers recognize the impact of their floors on home hygiene
- Furniture polish sees market decline as consumers pull back from treating furniture as frequently
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Consumer Insights
- Consumer fast facts
- Household surface cleaner usage and usage frequency
- Surface cleaners continue to be an integral household staple
- Graph 9: HSC usage , trended 2022- 24
- Specialty cleaners find pockets of success even in discretionary spending periods…
- …especially around older consumers with more disposable income
- Graph 10: select HSC usage, by age and income, 2024
- Find the balance of promoting all-purpose and specialty cleaners simultaneously
- Graph 11: Select HSC Usage, by age and gender, 2024
- Cleaning is a fundamental aspect of consumers’ household routines
- Graph 12: HSC usage frequency, 2024
- Younger consumers may be willing to pay a premium for products that promise minimal maintenance
- Graph 13: HSC usage frequency – a few times a month, by age and income, 2024
- Encourage parents of young children to involve their kids in age-appropriate chores
- Graph 14: HSC usage frequency – a few times a month and at least once a week, by parental status and age of children, 2024
- Parents aren’t the only ones that can help clean the house
- Cleaning responsibility
- Increase wellness associated with solo chores, and help establish collaboration with group chores
- Graph 15: HSC cleaning responsibility, 2024
- Graph 16: HSC cleaning responsibility – shared responsibility, 2024
- Recognize responsibility may stem from underlying gender norms or allocation of chores
- Graph 17: HSC cleaning responsibility, by age and gender, 2024
- Pair cleaning services with preferred cleaning brands
- Graph 18: HSC cleaning responsibility – hiring a cleaning service, by age and income, 2024
- Consumers are cleaning more often, whether it be solo or with someone else
- Graph 19: HSC changes in cleaning responsibility – shared responsibility, 2024
- Graph 20: HSC changes in cleaning responsibility, 2024
- Associate cleaning with stress relief for Black consumers
- Create unique “Sunday Reset” experiences with brand products
- Utilize breaks at work as cleaning breaks to make chores feel more manageable
- Graph 21: HSC changes in cleaning routines – I am cleaning alone more often, 2024
- Household surface cleaner purchase behavior
- Consumers may be interested in specialty cleaners, but does not necessarily mean they want more products in their home
- Graph 22: HSC purchase behavior, 2024
- Graph 23: reasons for changes in HSC purchase behavior, 2024
- 18-34s embracing DIY to lower their spending
- Consumers take to Tik Tok for DIY surface cleaner recipes
- Check off parents’ boxes, by taking a step away from using fossils in your formulas
- Graph 24: select HSC purchase behavior, by age and parental status, 2024
- Purchase locations
- Consumers not making additional stops to purchase surface cleaners
- Graph 25: HSC purchase locations, 2024
- Help cost-to-value decision through bulk offerings
- Ease parental time restraints through subscription services
- Graph 26: HSC purchase locations, by parental status, 2024
- Interest in household surface cleaner innovations
- HSC innovations need to increase effectiveness while maintaining practicality
- Graph 27: interest in HSC innovations, 2024
- Highlight eco-friendly claims for younger consumers with more disposable income
- Graph 28: interest in HSC innovations, by age and household income, 2024
- Do the basics well with older consumers
- Attitudes and behaviors around household surface cleaners
- People feel confident about their cleaning but still experience emotional distress
- Graph 29: attitudes and behaviors in HSC, 2024
- Alleviate distress of households with multiple generations
- Graph 30: attitudes and behaviors in HSC, by parental status and generations in household, 2024
- Uplift young men’s confidence in cleaning through innovations
- Graph 31: select attitudes and behaviors in HSC, by age and gender, 2024
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Innovation and Marketing strategies
- Launch activity and innovation
- Natural solutions can be effective regardless of surfaces
- Subscription services simplify access to sustainable alternatives
- Marketing and advertising
- Grove takes the opportunity to “fall” into calming scents to create a more relaxing cleaning experience
- Fabuloso dramatizes its effective cleaning power and familiar scents
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Market size methodology
- Forecast methodology
- Forecast fan chart methodology
- Total Market fan chart table
- All-purpose fan chart
- All-purpose fan chart table
- Cleaning cloth/wipes fan chart
- Cleaning cloth/wipes fan chart table
- Floor cleaners/wax removers fan chart
- Floor cleaners/wax removers fan chart table
- Furniture polish fan chart
- Furniture polish fan chart table
- Specialized cleaners fan chart
- Specialized cleaners fan chart table
- Toilet, tub & tile cleaner fan chart
- Toilet, tub & tile cleaners fan chart table
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