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US Household Surface Cleaners market report

Everything you need to make the right decisions

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

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?

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

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

Players

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?

Opportunities

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

Covered in this report

For the purposes 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/wax removers
  • Furniture polish

What you need to know

The household surface cleaning market is characterized by slow growth and low innovation, but there is reason for optimism. Brands are beginning to trial new formulas and formats that will enhance convenience, health, safety and the consumer experience.

The market needs to adapt to changing consumer lifestyles, where there is a strong desire to save time and reduce the health impact of cleaning the house. Improved brand transparency and recent launches that better support quick, ad hoc cleaning are steps in the right direction.

All-purpose cleaners and wipes are the category’s primary growth drivers and these segments led the market to modest growth of 2.3% sales increase in 2018 (est). Looking ahead, Mintel predicts the category to grow by $427 million to reach $5.8 billion by 2023

Expert analysis from a specialist in the field

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

"The household surface cleaning market is characterized by slow growth and low innovation, but there is reason for optimism. Brands are beginning to trial new formulas and formats that will enhance convenience, health, safety and the consumer experience. The market needs to adapt to changing consumer lifestyles, where there is a strong desire to save time and reduce the health impact of cleaning the house. Improved brand transparency and recent launches that better support quick, ad hoc cleaning are steps in the right direction. All-purpose cleaners and wipes are the category’s primary growth drivers and these segments led the market to modest growth in 2018 (est). Looking ahead, Mintel predicts the category to grow by 2023.Jamie Rosenberg
Senior Global Analyst, Household & Personal Care

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Category growth remains slow
            • Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2013-23
          • Private label is growing across the top segments
            • Figure 2: Multi-outlet percent growth of household surface cleaners, by leading companies, rolling 52 weeks 2018
          • The opportunities
            • Wipes innovation fills an unmet need
              • Figure 3: Sales of household surface cleaners, by segment, at current prices, 2016 and 2018
            • A call for alternative disinfecting products
              • Figure 4: Concerned about disinfectants vs those who use bleach, July 2018
            • Next generation transparency will become a platform for competition
              • What it means
              • The Market – What You Need to Know

                • Slow growth during the review period and into the future
                  • Wipes, all-purpose and specialized cleaners are critical to category growth
                    • Carpet is giving way to hard flooring
                      • More consumers are cleaning floors with devices vs products
                        • Economic prosperity is less tied to home ownership
                        • Market Size and Forecast

                          • Slow growth during the review period and into the future
                            • Figure 5: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2013-23
                            • Figure 6: Total US sales and forecast of household surface cleaners, at current prices, 2013-23
                        • Market Breakdown

                          • Wipes, all-purpose and specialized cleaners are critical to category growth
                            • Figure 7: Sales of household surface cleaners, by segment, at current prices, 2016 and 2018
                        • Market Perspective

                          • Carpet is giving way to hard flooring
                            • Figure 8: US Residential flooring market share based on volume of sales in billions of square feet, 2006-16
                          • More consumers are cleaning floors with devices
                            • Figure 9: Vacuum cleaner ownership and purchase intent, July 2017
                        • Market Factors

                          • High consumer confidence means more high-end surfaces
                            • Figure 10: Consumer Sentiment Index, January 2007-July 2018
                          • Home ownership is less tied to economic prosperity
                            • Figure 11: Home ownership rate for the United States (not seasonally adjusted), January 2007-October 2017
                            • Figure 12: Renter opinions on home ownership, December 2017
                        • Key Players – What You Need to Know

                          • Wipes post strong growth
                            • Natural cleaners are building equity
                              • Purell moves from disinfecting skin to disinfecting surfaces
                                • Making water smarter
                                  • A new era of transparency
                                  • Company and Brand Sales of Household Surface Cleaners

                                    • Share leaders grow while private label shows renewed strength
                                      • Sales of household surface cleaning market by company
                                        • Figure 13: Multi-outlet sales of household surface cleaners, by leading companies, rolling 52 weeks 2017 and 2018
                                    • What’s Working?

                                      • Wipes post strong growth
                                        • Figure 14: Multi-outlet sales of household surface cleaning wipes, by leading companies, rolling 52 weeks 2017 and 2018
                                      • Natural cleaners are building equity
                                        • Purell moves from disinfecting skin to disinfecting surfaces
                                          • All-purpose cleaners pursue indulgent fragrances
                                              • Figure 15: Multi-outlet sales of all-purpose cleaners, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                          • What’s Struggling?

                                            • Mr. Clean suffers muscle atrophy
                                              • Hydrogen peroxide is slow to catch on
                                                • The Honest Company struggles in surface cleaning
                                                • What’s Next?

                                                  • Making water smarter
                                                    • A new era of transparency
                                                      • Cultivating good germs to prevent dirt and odor
                                                        • Figure 16: Probiotic household products as a percentage of all launches, 2013-18 (Jan-Sept)
                                                        • Figure 17: Probiotic home care launches by category, 2017
                                                    • The Consumer – What You Need to Know

                                                      • Toilet, glass, and all-purpose cleaners are most ubiquitous
                                                        • Wipes users are frequent cleaners
                                                          • Wipes can be better targeted at seniors
                                                            • Traditional channels are still dominant
                                                              • Fragrance is one of the more variable preferences
                                                                • Brands have an opportunity to redefine a healthy home
                                                                • Surface Cleaner Usage and Frequency

                                                                  • Toilet, glass, and all-purpose cleaners are most ubiquitous
                                                                    • Figure 18: Usage of household surface cleaners, July 2018
                                                                  • Income drives surface-specific cleaners
                                                                    • Figure 19: Usage of specialty surface cleaners, by income, July 2018
                                                                  • Wipes users are frequent cleaners
                                                                    • Figure 20: Frequency of usage, by product type, July 2018
                                                                    • Figure 21: Consumers who would pay more for time-saving products, by gender, March 2018
                                                                  • Wipes can be better targeted at seniors
                                                                    • Figure 22: Usage of disposable cleaning wipes, by age, July 2018
                                                                  • Presence of young children also drives wipes usage
                                                                    • Figure 23: Usage of disposable surface cleaning wipes, by age of children in the house, July 2018
                                                                  • Most consumers clean at least weekly
                                                                    • Figure 24: Cleaning frequency – NET any surface cleaner, July 2018
                                                                  • Parents are frequent cleaners
                                                                    • Figure 25: Cleaning frequency – NET any surface cleaner, by age of children in the house, Hispanic, and employment status, July 2018
                                                                • Purchase Locations

                                                                  • Traditional channels are still dominant
                                                                    • Figure 26: Purchase locations for household surface cleaners, July 2018
                                                                  • The young and the wealthy are heavier online shoppers
                                                                    • Figure 27: Online purchases of surface cleaners, by age and income, July 2018
                                                                • Purchase Influencers

                                                                  • Powerful, multitasking products are highly valued
                                                                    • Figure 28: Purchase drivers for household surface cleaners, July 2018
                                                                  • Cleaning power has become more important than multi-purpose
                                                                    • Figure 29: TURF analysis – Purchase influencers, July 2018
                                                                  • Methodology
                                                                    • Fragrance is one of the more variable preferences
                                                                      • Figure 30: Scent as purchase influencer, by age, parental status, Hispanic Millennials, July 2018
                                                                      • Figure 31: Use scented surface cleansers as a replacement for air fresheners, by age and income, parental status, Hispanic Millennials, July 2018
                                                                  • Cleaners and Surface Types

                                                                    • Floor and glass cleaners are most important surface-specific products
                                                                      • Figure 32: Use of cleaners by surface type, July 2018
                                                                  • Purchase Behaviors

                                                                    • Surface cleaning consumers are habitual shoppers
                                                                      • Figure 33: Purchase behaviors, July 2018
                                                                    • Performance is more important than sustainability
                                                                      • Figure 34: Interest in products with limited ingredients, probiotics or an environmentally-friendly positioning, by the age of children in the house, July 2018
                                                                  • Attitudes toward Surface Cleaning Products

                                                                    • Brands have an opportunity to redefine a healthy home
                                                                      • Figure 35: Attitudes toward surface cleaning products, July 2018
                                                                      • Figure 36: Concerned about disinfectants vs those who use bleach, by all and rural consumers, July 2018
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Sales data
                                                                        • Fan chart forecast
                                                                          • Consumer survey data
                                                                            • Abbreviations and terms
                                                                              • Abbreviations
                                                                              • Appendix – The Market

                                                                                  • Figure 37: Total US sales and forecast of household surface cleaners, at inflation-adjusted prices, 2013-23
                                                                                  • Figure 38: Total US retail sales and forecast of household surface cleaners, by segment, at current prices, 2013-23
                                                                                  • Figure 39: Total US retail sales and forecast of toilet, tub and tile cleaners, at current prices, 2013-23
                                                                                  • Figure 40: total US retail sales and forecast of all-purpose cleaners, at current prices, 2013-23
                                                                                  • Figure 41: Total US retail sales and forecast of specialized cleaners, at current prices, 2013-23
                                                                                  • Figure 42: Total US retail sales and forecast of cleaning cloths/wipes, at current prices, 2013-23
                                                                                  • Figure 43: Total US retail sales and forecast of floor cleaners/wax removers, at current prices, 2013-23
                                                                                  • Figure 44: Total US retail sales and forecast of furniture polish, at current prices, 2013-23
                                                                                  • Figure 45: Total US retail sales of household surface cleaners, by channel, at current prices, 2013-18
                                                                              • Appendix – Key Players

                                                                                  • Figure 46: Total US retail sales and estimate of toilet, tub, and tile cleaners, at current prices, 2013-18
                                                                                  • Figure 47: Multi-outlet sales of floor cleaners/wax removers, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                  • Figure 48: Multi-outlet sales of furniture polish, by leading companies and brands, rolling 52 weeks 2017 and 2018