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US Cleaning the House market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Cleaning the House market, its consumers and the major players who make up that market.


Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?


Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics


Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?


What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Stephen Brown, a leading analyst in the Household Care sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Housecleaning is a weekly routine with adults spending an average of nearly four hours a week cleaning. Demand for time-saving solutions makes convenient and robust cleaning products crucial. However, young adults also prioritize sensory attributes, such as scent and visual cues while cleaning. Future housecleaners are likely to pay more for products that promise even greater time-saving features, while some will have higher expectations for ingredient transparency and product safety. Stephen Brown
Research Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:


This Report examines consumer attitudes and behaviors toward housecleaning, including the amount of time and frequency people spend doing housecleaning, their approach to housecleaning overall as well as to individual cleaning tasks, and their behaviors and attitudes toward cleaning.

The following cleaning tasks are covered:

  • Toilet
  • Knobs and handles
  • Bathtub/shower
  • Bathroom sink
  • Kitchen countertops
  • Bathroom floor
  • Stovetop
  • Kitchen cabinets
  • Hardsurface flooring
  • Windows
  • Tables/furniture tops
  • Window sills

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Routine leads motivations for cleaning, but reduces trial
            • Figure 1: Routine as cleaning motivator, by age, May 2017
          • Basic Cleaners represent substantial challenge
            • Figure 2: Basic cleaners compared to other cleaning the house clusters, May 2017
          • Young housecleaners scrutinize ingredients in products
            • Figure 3: Attitudes toward cleaning ingredients – any agree (net), by age, May 2017
          • The opportunities
            • Convenient, time-saving features drive growth
              • Figure 4: Attitudes toward labor and time-saving innovations – any agree (net), by age, May 2017
            • Triggers for cleanliness amplified among category newcomers
              • Figure 5: Triggers for cleanliness, by age, May 2017
            • Shifting attitudes toward cleaning reveal openness to probiotics
              • Figure 6: Attitudes toward bacteria and probiotic cleaners – any agree (net), by age, May 2017
            • What it means
            • The Market – What You Need to Know

              • Convenience drives growth in a functional category
                • Changes in the household simplify cleaning
                  • Decline in household size and homeownership could impact sales
                    • Aging population poses challenges for category players
                      • Housecleaning segmentation reveals key consumer groups
                      • Market Perspective

                        • Overview of household care market
                          • Figure 7: Share of total US retail sales of household cleaning products, by segment, at current prices, 2016
                        • Convenience drives growth in household care market
                          • Figure 8: Total US sales of cleaning tools, all-purpose cleaners, and cleaning cloths, at current prices, 2014 and 2016
                        • Changes in the household simplify cleaning
                          • Figure 9: any hard surface (net) and wall-to-wall carpeting recently purchased and planning to buy, December 2016
                      • Market Factors

                        • Decline of larger households challenges category growth
                          • Figure 10: US household size, by number of members, 2010-16
                        • Decline in homeownership could impact category spending
                          • Figure 11: National homeownership rate, 2010-16
                        • Aging population poses challenges for category
                          • Figure 12: Population aged 18 or older, by age, 2017-22
                      • Housecleaning Segments

                        • Housecleaners exhibit a variety of attitudes toward the chore
                          • Figure 13: Housecleaning clusters, May 2017
                        • Time Savers reflect opportunities for category innovation
                          • Characteristics
                            • Opportunities
                              • Practical Cleaners embody functional housecleaners
                                • Characteristics
                                  • Opportunities
                                    • Safety Seekers highlight need for transparency
                                      • Characteristics
                                        • Opportunities
                                          • Basic Cleaners represent challenge for brands
                                            • Characteristics
                                              • Opportunities
                                              • Key Players – What You Need to Know

                                                • Convenient formats and improved handling drive sales growth
                                                  • Brands answer demand for transparency and eco-friendly options
                                                    • Labor-intensive and specialized cleaners lose market share
                                                      • Products that extend time between cleans may disrupt category
                                                      • What’s In?

                                                        • Convenient formats drive category sales
                                                          • Figure 14: Walmart spring-cleaning email campaign, March 2017
                                                        • Refillables keep allergies at bay and reduce the spread of germs
                                                          • Figure 15: CVS email highlighting Swiffer products to target spring allergy sufferers, May 2017
                                                        • Improved handling makes cleaning a breeze
                                                          • Figure 16: Bed Bath and Beyond spring-cleaning email campaign featuring ergonomic products, March 2017
                                                        • Brands answer demand for transparency and eco-friendly options
                                                        • What’s Out?

                                                          • Labor-intensive and specialized products lag behind
                                                            • Private label close at the heels of cleaning equipment brands
                                                            • What’s Next?

                                                              • Improved formulas extend time between cleans
                                                                • Housecleaning gets smart
                                                                • The Consumer – What You Need to Know

                                                                  • High involvement in cleaning across demographic groups
                                                                    • Routine motivates most cleaning, but visual cues rank high
                                                                      • Convenient cleaning products get most surface coverage
                                                                        • Most clean alone, yet newcomers to category shift behaviors
                                                                          • Link between cleaning and health drives demand for transparency
                                                                          • Frequency and Time Spent Housecleaning

                                                                            • Most adults are moderate cleaners, spending nearly four hours weekly
                                                                              • Figure 17: Frequency and mean (#) time spent housecleaning, May 2017
                                                                            • Larger households represent key demographic
                                                                              • Figure 18: Clean three or more times a week and time spent (mean – minutes), by household size, May 2017
                                                                            • Gender divide partly persists in housecleaning
                                                                              • Figure 19: Clean three or more times a week and time spent (mean – minutes), by gender, May 2017
                                                                            • Time spent and frequency of cleaning depend on lifestage
                                                                              • Figure 20: Clean three or more times a week and time spent (mean – minutes), by age, May 2017
                                                                            • Hispanics show heightened involvement in category
                                                                              • Figure 21: Clean at least weekly (net) and time spent (mean – minutes), by Hispanic origin, May 2017
                                                                          • Motivations to Clean

                                                                            • Routine leads among cleaning motivators
                                                                              • Figure 22: Motivations for cleaning, May 2017
                                                                            • Both genders motivated by visual cues
                                                                              • Figure 23: Visual cues that motivate cleaning, by gender, May 2017
                                                                            • Importance of routine grows with age
                                                                              • Figure 24: Routine as cleaning motivator, by age, May 2017
                                                                            • Cleaning motivations for Hispanics linked to family households
                                                                              • Figure 25: Weekend and deep cleaning as motivators, by Hispanic origin, May 2017
                                                                            • In their own words…
                                                                            • Product and Task Associations

                                                                              • Housecleaners associate convenient products with most tasks
                                                                                • Figure 26: Correspondence analysis – Product and task association, May 2017
                                                                              • Methodology
                                                                                • Figure 27: Product and task association, May 2017
                                                                              • Lifestage dictates usage of disposable wipes
                                                                                • Figure 28: Disposable wipes and task associations, by gender and by age, May 2017
                                                                              • Deep cleaning tools tied to household size
                                                                                • Figure 29: Deep-cleaning associations with scouring pads – Any surface (net), by parental status, by household size, and by Hispanic origin, May 2017
                                                                              • In their own words…
                                                                              • Housecleaning Behaviors

                                                                                • Majority clean alone, underlining importance of time-saving products
                                                                                  • Figure 30: housecleaning behaviors, May 2017
                                                                                • Newness to category determines triggers for cleanliness
                                                                                  • Figure 31: Sensory driven cleaning behaviors, by age, May 2017
                                                                                • Parents and larger households face greater challenges when disinfecting
                                                                                  • Figure 32: Select housecleaning behaviors, by parental status and household size, May 2017
                                                                                • Hispanics show characteristics of deep cleaners
                                                                                  • Figure 33: Disinfection driven cleaning behaviors, by Hispanic origin, May 2017
                                                                              • Attitudes toward Cleaning and Health

                                                                                • Cleaning and health closely aligned
                                                                                  • Figure 34: attitudes toward cleaning –any agree (net), May 2017
                                                                                • Lifestage sets bar on health and safety
                                                                                  • Figure 35: Health-related attitudes toward cleaning – any agree (net), by age, May 2017
                                                                                • Scent motivates housecleaning and drives purchase among young adults
                                                                                  • Figure 36: attitudes toward cleaning and scent – Any agree (net), by age, May 2017
                                                                                • Time and labor-saving formulas capture interest
                                                                                  • Figure 37: attitudes toward cleaning and time-savings – any agree (net), by age, May 2017
                                                                                • Hispanics form strong associations between cleaning and health
                                                                                  • Figure 38: Health-related attitudes toward cleaning – any agree (net), by Hispanic origin, May 2017
                                                                                • In their own words…
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Consumer survey data
                                                                                      • Consumer qualitative research
                                                                                        • Direct marketing creative
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations
                                                                                              • Terms