While cleaning habits have changed little in the past two years, consumers' growing curiosity about the category will serve as an opportunity for growth.

Rebecca Watters, Associate Director of Household & Health

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • Consumer Insights

      • Consumer fast facts
      • Cleaning frequency
      • Graph 1: cleaning frequency – trended, 2020-24
      • Changes in shopping and cleaning behavior
      • Graph 2: change in cleaning and shopping behaviors, 2024
      • Graph 3: greater focus on ingredients and claims, by select shopping behaviors, 2024
      • Graph 4: changes in select attitudes and behaviors, 2024
      • Graph 5: select purchase behaviors, by age and income, 2024
      • Attitudes and behaviors toward cleaning
      • Graph 6: attitudes and behaviors toward cleaning – any agree (net), 2024
      • Graph 7: select attitudes toward cleaning, by cleaning confidence, 2024
      • Graph 8: select attitudes toward cleaning products, by age, 2024
      • Sources of cleaning information
      • Graph 9: sources of cleaning information, 2024
      • Attitudes toward homecare product formats
    • Competitive Strategies

      • Launch activity and innovation
      • Marketing and advertising
      • Opportunities
    • The Market

      • Market context
      • Market audience
      • Graph 10: shopping responsibility – trended, 2022-24
      • Graph 11: cleaning responsibility – trended, 2020-24
      • Market drivers
      • Graph 12: Consumer Price Index change from previous period, 2021-23
      • Graph 13: Disposable Personal Income change from previous period, 2013-23
    • Appendix

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