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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Cleaning The House - Inc market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Americans are on top of their domestic game, and although there is a common desire for a simplified cleaning experience, the rapid spread of COVID-19 is shifting cleaning behaviors and priorities. In these uncertain times, natural interests will take a backseat as consumers focus on disinfection and germ killing to protect their health and the health of the home to gain peace of mind. As concerns ease and consumers move into the 'next' normal, value, safety and health will move back as top priorities.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.

What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the 'new normal'.
  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

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

COVID-19 is creating a new paradigm for household care, permanently changing how consumers clean and care for their homes. Short term shifts in priorities are placing greater focus on hygiene, safety and disinfection, along with a renewed reliance on trusted brands. Through the pandemic, consumers will have a new emotional engagement with household products, creating opportunities for household brands to become lifestyle brands that support consumers and provide peace-of-mind. Rebecca Cullen
Household Care Analyst


What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Figure 1: Short, medium and long term impact of Covid-19 on household care, April 2020
          • Top takeaways
            • Key trends
              • COVID-19 shifts priorities, cleaning habits
                • Women run the home
                  • Figure 2: Housecleaning responsibility, by parental status, gender by marital status, January 2020
                • Cleaning is (for some) a positive pastime
                  • Figure 3: Cleaning frequency, March 2019 and January 2020
                • Convenience, routine underpin category
                  • Figure 4: Select attitudes toward cleaning, strongly agree, January 2020
                • Safe will become an expectation, natural is the way to achieve it
                  • Figure 5: Select attitudes toward cleaning, preference for chemical-free cleaning, and select preferred cleaning product attributes, January 2020
                • What’s next
                • Impact of COVID-19 on Cleaning the House

                    • Figure 6: Short, medium and long term impact of Covid-19 on household care, April 2020
                  • Opportunities and Threats
                    • COVID-19 will have a varied impact on household care long term
                      • Be community-minded
                        • Science will prove efficacy and safety
                          • Keep sight of eco-needs
                            • Impact on the household care market
                              • 2020 will see a short-term uptick in spend, participation
                                • Shifts in consumer behavior
                                  • Disinfection and hygiene will remain a priority
                                    • Distribution channels will be disrupted, causing a shift in consumer behavior
                                      • Lack of availability and limited delivery times impact consumer perception
                                        • Now is not the time for household brands to go silent
                                          • How the crisis will affect household care key consumer segments
                                            • Key consumer segments
                                              • How a COVID-19 recession will reshape the household care industry
                                                • Unemployment will limit discretionary spend, renew focus on value
                                                  • DTC brands see increased demand but will need to prove value longer-term
                                                    • Science will lead the way to safer products in the longer term
                                                      • COVID-19: US context
                                                      • The Market – What You Need to Know

                                                        • Market could see rise in online shopping
                                                        • Market Perspective

                                                          • Retail landscape becomes more fragmented, competitive
                                                            • Figure 7: Coronavirus lifestyle changes, March 2020
                                                        • Impact of COVID-19 on Cleaning the House

                                                          • Global health pandemic will put physical health back in forefront
                                                            • Figure 8: Coronavirus lifestyle changes, March 2020
                                                        • Market Factors

                                                          • Household size in decline
                                                          • Key Players – What You Need to Know

                                                            • P&G maintains leading position in equipment segment, private label gaining ground
                                                              • Automation, zero-waste and chemical-free set to impact cleaning tools
                                                                • Natural land grab for leading brands while wipes gain ground
                                                                  • Brands will engage consumers in new ways, high- and low-tech innovations on the horizon
                                                                  • Market Spotlight: Cleaning Tools

                                                                    • P&G grows while private label shows renewed strength
                                                                      • Figure 9: Mr. Clean Magic Eraser Dry Eraser Sheets, US, 2019
                                                                      • Figure 10: MULO sales of household cleaning equipment, by leading companies, rolling 52 weeks 2019 and 2020
                                                                    • Automation will increase penetration of robotic devices
                                                                      • Figure 11: Ownership of cleaning robots, by age and income, parental status, January 2020
                                                                      • Figure 12: irobot
                                                                    • Position cleaning tools alongside zero-waste movement
                                                                      • Figure 13: Skura Style sponge
                                                                    • Chemical-free tools hold potential
                                                                      • Figure 14: Attitudes and behaviors toward cleaning equipment, January 2020
                                                                  • What’s Happening

                                                                    • A new marketing mix for brands
                                                                      • Figure 15: Spotify cleaning playlist
                                                                    • The natural revolution: indie startups give way to big CPG
                                                                      • Figure 16: Love Home and Planet Lavender & Argan Oil Dryer Sheets
                                                                    • Wipes gain category share year over year
                                                                      • Figure 17: MULO sales of cleaning cloths/wipes, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                    • Growing recognition of “good” germs
                                                                      • Figure 18: Percentage of household product launches featuring probiotic claims, Jan 2017-Dec 2019
                                                                      • Figure 19: VEO Probiotic Cleaner
                                                                  • What to Watch

                                                                    • Zero waste mind-set will impact cleaning habits, NPD
                                                                      • Figure 20: Goals in household cleaning the house – Any important (net), April 2019
                                                                      • Figure 21: Truman’s
                                                                    • The relationship between home and self-care evolve
                                                                      • Give women a break
                                                                        • Name brands lose relevance
                                                                          • Hassle- and hands-free cleaning may be closer than we think
                                                                            • Figure 22: Love Home and Planet Vetiver & Tea Tree Scented Re-Wear Dry Wash Spray
                                                                        • The Consumer – What You Need to Know

                                                                          • More Americans sharing household chores…
                                                                            • …and cleaning more often…
                                                                              • …for reasons beyond disease prevention
                                                                                • Convenience drives purchases
                                                                                  • Routine drives cleaning and shopping behaviors
                                                                                    • Green Cleaners ideal consumer segment for household brands
                                                                                    • Housecleaning and Shopping Responsibilities

                                                                                      • Sharing is caring: a rise in shared responsibilities
                                                                                        • Figure 23: Housecleaning and shopping responsibility, March 2019-Jan 2020
                                                                                      • Who runs the home? Women!
                                                                                        • Figure 24: Housecleaning responsibility, by parental status, gender by marital status, January 2020
                                                                                        • Figure 25: Household shopping responsibility, by parental status, gender by marital status, January 2020
                                                                                    • Cleaning Frequency

                                                                                      • Americans cleaning (slightly) more often
                                                                                        • Figure 26: Cleaning frequency, March 2019-January 2020
                                                                                      • Changes to household drive cleaning habits
                                                                                        • Figure 27: Cleanmama
                                                                                        • Figure 28: Cleaning frequency – More often, by age, parental status (presence of children under 18) by gender, January 2020
                                                                                    • Reasons for Cleaning More or Less Often

                                                                                      • Redefine a “healthy” home
                                                                                          • Figure 29: Reasons for cleaning more often, January 2020
                                                                                        • Time isn’t always on the housecleaner’s side
                                                                                          • Figure 30: Reasons for cleaning less often, January 2020
                                                                                      • Preferred Cleaning Product Attributes

                                                                                        • Multi-purpose, disinfection are top priorities
                                                                                          • Figure 31: Preferred cleaning product attributes, January 2020
                                                                                        • Natural ingredients prioritized over germ elimination
                                                                                          • Figure 32: Lysol Brand New Day Tropical Scent Disinfecting Wipes, January 2019
                                                                                          • Figure 33: TURF analysis – Preferred cleaning product attributes, January 2020
                                                                                        • Parents of young children seek safe, germ-fighting ingredients
                                                                                          • Figure 34: Select preferred cleaning product attributes, by age of children in household, January 2020
                                                                                      • Attitudes toward Cleaning

                                                                                        • Preference for quick cleanups
                                                                                          • Figure 35: Approach to cleaning, January 2020
                                                                                        • Housecleaners are habitual, convenience-driven shoppers
                                                                                          • Figure 36: Preference for mainstream brands, by brand and natural product preferences, January 2020
                                                                                          • Figure 37: Attitudes toward cleaning products and brands, January 2020
                                                                                        • Young adults, parents voice strong eco-ethical demands
                                                                                          • Figure 38: Attitudes toward natural and eco-friendly cleaning, strongly agree, by age, parental status, January 2020
                                                                                      • Consumer Segmentation – Attitudes toward Cleaning

                                                                                            • Figure 39: Housecleaning consumer segments, January 2020
                                                                                          • Brand Loyalists
                                                                                            • Demographics:
                                                                                              • Who are they?
                                                                                                  • Figure 40: Shared housecleaning and shopping responsibility, by consumer segmentation, January 2020
                                                                                                • Quick Cleaners
                                                                                                  • Demographics:
                                                                                                    • Who are they?
                                                                                                      • Green Cleaners
                                                                                                        • Demographics:
                                                                                                          • Who are they?
                                                                                                              • Figure 41: Cleaning frequency – More often, by consumer segmentation, January 2020
                                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                                            • Data sources
                                                                                                              • Sales data
                                                                                                                • Consumer survey data
                                                                                                                  • Abbreviations and terms
                                                                                                                    • Abbreviations
                                                                                                                    • Appendix – Key Players

                                                                                                                        • Figure 42: US launches of household products, by top five claims, January 2017-December 2019
                                                                                                                        • Figure 43: MULO sales of cleaning tools/mops/brooms, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                                        • Figure 44: MULO sales of sponges and scouring pads, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                                        • Figure 45: MULO sales of disposable and nondisposable gloves, by leading companies and brands, rolling 52 weeks 2019 and 2020

                                                                                                                    About the report

                                                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                    • The Consumer

                                                                                                                      What They Want. Why They Want It.

                                                                                                                    • The Competitors

                                                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                                                    • The Market

                                                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                    • The Innovations

                                                                                                                      New Ideas. New Products. New Potential.

                                                                                                                    • The Opportunities

                                                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                                                    • The Trends

                                                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.