“Price sensitivity will put pressure on mainstream brands to showcase their added-value and prove their worth. However, brand loyalty is strong within the household category, with seven in 10 Canadians typically purchasing the same brand regardless of whether it is on sale. As such, economic pressures are expected to have more muted repercussions compared to some other categories. While the majority of household product sales are done in-person, the conveniences associated with online shopping are driving some consumers to carry out supplemental purchases online.”

– Meghan Ross, Senior Home & Beauty Analyst

This report covers the following issues:

  • Market factors influencing the household care market
  • Retailers used for household care purchases
  • Impact of the pandemic on purchase channel choice
  • Motivations for online shopping
  • Household care shopping attitudes, behaviours and preferences
  • Influential purchase factors
Collapse All

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Market context

        • Executive Summary

            • Top takeaways
              • Market overview
                  • Figure 1: Category outlook, 2022-27
                • Opportunities and challenges
                  • Consumer concerns about sustainability will help spur green innovation adoption
                    • Increase value perceptions through improved usability and convenience
                      • There is an opportunity to connect more strongly with shoppers online
                        • Shopping is highly habitual

                        • Market Factors

                          • Impact of COVID-19 on the household care products market
                            • The increased cost of living is causing Canadians to re-evaluate their spending priorities
                              • Figure 2: 12-month change in the Consumer Price Index, 2019-22
                              • Figure 3: “I am willing to pay more for a product with recycled packaging” (% agree), by financial health, 2021
                            • Immigration patterns will help support category growth
                              • Figure 4: Distribution of foreign-born population by region of birth, 1996-2036*
                              • Figure 5: Dawn Dish Wash Instagram post, 2021
                              • Figure 6: Blueland Instagram post, 2022

                          • Competitive Strategies and Market Opportunities

                            • Perceptions of value will drive purchase decisions
                              • Figure 7: Mintel Trend Driver: Value
                              • Figure 8: DAWN EZ-SQUEEZE: JUST GRAB AND SQUEEZE, 2022
                              • Figure 9: Clorox Lemongrass Mandarin Disinfecting Mist (Canada), 2022
                              • Figure 10: Febreze Unstopables Touch Paradise Fabric Refresher Spray (Canada), 2021
                              • Figure 11: Microban Fresh Scented 24 Hour Disinfectant Sanitizing Spray (US), 2022
                            • Brands and consumers are placing increased importance on environmental impact considerations
                              • Figure 12: Mintel Trend Driver: Surroundings
                              • Figure 13: Clean Future: How we’re turning off the tap on fossil fuels, 2021
                              • Figure 14: Cleancult, All Hail the Carton!, 2022
                              • Figure 15: Safix scrub pad (Canada), 2022

                          • Household Care Products: Fast Facts

                            • Household Product Shopping Responsibilities

                              • Virtually all Canadians shop for household cleaning supplies
                                • Figure 16: Responsibility for shopping for household cleaning/care products, men vs women, 2021
                                • Figure 17: Cowboy Cerrone and Laundry Sauce Instagram post, 2022
                              • Young adults are less involved with household shopping tasks
                                • Figure 18: Responsibility for shopping for household cleaning/care products, 18-44s vs over-45s, 2021

                            • Typical Shopping Methods

                              • Online shopping is used as a supplement to traditional in-person trips
                                • Figure 19: Typical shopping methods for household cleaning/care products in the past 12 months, 2021
                              • Younger shoppers have more comfort with shopping for household products online
                                • Figure 20: Typical shopping methods for household cleaning/care products in the past 12 months, by age, 2021
                                • Figure 21: Those who shopped online, at least some of the time, for their household cleaning/care products in the past 12 months, by age, 2021
                              • Asian shoppers are more likely to gravitate towards online sources
                                • Figure 22: Those who shopped online, at least some of the time, for their household cleaning/care products in the past 12 months, Asians vs overall, 2021

                            • Motivations for Increased Online Shopping

                              • Online shopping has increased since the start of the pandemic
                                • Figure 23: Online shopping changes due to COVID-19, 2021
                              • Some shoppers are shopping online to avoid crowded public spaces
                                • Figure 24: Those who have increased online shopping for household cleaning/care products compared to before the COVID-19 pandemic, by concern about COVID-19 exposure, 2021
                              • Convenience and time savings are primary drivers of online household product purchases
                                • Figure 25: Motivations for increased online shopping since prior to the pandemic, 2021
                              • Time savings are considered a strong benefit of online shopping
                                • Figure 26: Those who have been motivated to increase online shopping since prior to the pandemic as a result of time savings, men vs women, 2021
                              • Older shoppers are venturing online for safety, but will stay for convenience
                                • Figure 27: Motivations for increased online shopping since prior to the pandemic, 18-44s vs over-45s, 2021
                                • Figure 28: Attitudes towards online shopping for household cleaning/care products (% agree), by age, 2021
                                • Figure 29: Attitudes towards online shopping for household cleaning/care products (% agree), Asians vs overall, 2021

                            • Retailers Used for Household Care Product Purchases

                              • Household products are typically added to the grocery list
                                  • Figure 30: Retailers used for household care product purchases, online vs in-person, 2021
                                  • Figure 31: Canadian Tire Instagram post, 2022
                                  • Figure 32: Retailers used for household care product purchases (in-person or online), 18-44s vs over-45s, 2021
                                • Asian background influences retailer choice
                                  • Figure 33: Retailers used for household care product purchases (in-person or online), Asians vs overall, 2021

                              • Household Cleaning/Care Product Purchase Factors

                                • Shoppers seek a wide variety of benefits from their household products
                                  • Figure 34: Important purchase factors when shopping for household cleaning/care products, 2021
                                • Safety is a strong motivator for women
                                  • Figure 35: Homecourt Instagram post, January 2022
                                  • Figure 36: Important purchase factors when shopping for household cleaning/care products, men vs women, 2021
                                • Practicality and familiarity play an important role for older shoppers
                                  • Figure 37: Important purchase factors when shopping for household cleaning/care products, 18-44s vs 45+s, 2021
                                • Brand safety is a key driver among parents
                                  • Figure 38: Important purchase factors when shopping for household cleaning/care products, by parental status, 2021
                                • Chinese Canadian shoppers do not focus on fragrance when making product selections
                                  • Figure 39: Those who claim that scent is an important factor when shopping for household products, Asians vs Overall, 2021

                              • Attitudes Towards Shopping

                                • Consumers express interest in environmental initiatives and brand loyalty
                                    • Figure 40: Attitudes towards shopping for household cleaning/care products (% agree), 2021
                                  • Sustainability initiatives may appeal more strongly to women
                                    • Figure 41: Tru Earth Movement UK Instagram post, 2022
                                    • Figure 42: Household cleaning/care products environmental attitudes (% agree), men vs women, 2021
                                  • Age impacts how environmental concerns are managed
                                    • Figure 43: Household cleaning/care products environmental attitudes, 18-44s vs over-45s, 2021
                                    • Figure 44: Seventh Generation Instagram post, 2021
                                    • Figure 45: Shop Loop Store Instagram post, 2021
                                  • Asian shoppers are willing to pay a premium for sustainability
                                    • Figure 46: Household cleaning/care products environmental attitudes (% agree), Asians vs overall, 2021
                                  • Many shoppers fail to recognize advantages of mainstream brands
                                    • Figure 47: ‘Store brand cleaning products are as effective as name brand ones’, 2021
                                  • Men are relying on private label brands more heavily
                                    • Figure 48: “I typically purchase store brand/private label brands rather than national/name brand products” (% agree), men vs women, 2021
                                    • Figure 49: “I typically purchase store brand/private label brands rather than national/name brand products” (% agree), by age, 2021
                                    • Figure 50: “I typically purchase store brand/private label brands rather than national/name brand products” (% agree), by household size, 2021
                                    • Figure 51: Value-related attitudes about household care/cleaning products (% agree), by parental status, 2021

                                • Appendix – Data Sources and Abbreviations

                                  • Data sources
                                    • Consumer survey data
                                      • Mintel Trend Drivers
                                        • Abbreviations

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