“The increased cost of living has pushed consumers to pay closer attention to the true value of their household surface cleaning products. In addition to price, shoppers are seeking versatility from their products and a promise of strong efficacy to ensure that they are receiving the best bang for their buck. Disinfection continues to be an important component of cleaning routines even as pandemic fears fade. The connection between hygiene and health persists, and as such, consumers are seeking products that contribute to a wider, more holistic view of health.”

– Meghan Ross, Senior Analyst – Home & BPC

This Report looks at the following areas

  • Market drivers impacting the household surface cleaner market.
  • Competitive strategies and market opportunities for household surface cleaners.
  • Household surface cleaner usage.
  • Purchase factors when shopping for household surface cleaners.
  • Change in cleaning routines compared to a year ago.
  • Interest in cleaning innovations.
  • Cleaning attitudes and behaviours.
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  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context

          • Executive Summary

              • Top Takeaways
                • Consumer trends
                  • The category has universal involvement
                    • Efficacy helps boost perceptions of value
                      • Disinfection is still a strong consideration when cleaning
                        • Interest in sustainable cleaning products is growing
                          • Competitive strategies
                            • Health benefits extend beyond eliminating pathogens
                              • Figure 1: Branch Basics Instagram post, January 2023
                            • Consumers are seeking overall value
                              • Figure 2: Seventh Generation Instagram post, May 2023
                            • Market predictions
                              • Figure 3: Household surface cleaners category outlook, 2023-28
                            • Opportunities
                              • Build stronger connections online
                                • Connect cleaning with overall wellness
                                  • Sustainability will be the cost of entry for the category
                                    • Incorporate ingredient transparency into brand messaging

                                    • Market Drivers

                                      • Cost of living increases impact household purchase decisions
                                        • Figure 4: Change in the Consumer Price Index over time, May 2020-May 2023
                                        • Figure 5: ‘I would spend less on cleaning products if I had to spend more on other essentials’ (% agree), by age, 2023
                                      • Impact of COVID-19 on household surface cleaners
                                        • Figure 6: Change in cleaning frequency since last year, by those worried and not worried about COVID-19 exposure, 2023
                                        • Figure 7: Motivations for cleaning more (select), by worry level about COVID-19 exposure, 2023
                                        • Figure 8: ‘I only use disinfecting cleaning products when necessary’ (% agree), 2023 vs 2021

                                    • Competitive Strategies and Market Opportunities

                                      • Household surface cleaners support holistic health goals
                                        • Figure 9: Mintel Trend Driver: Wellbeing
                                        • Figure 10: Household surface cleaner health attitudes and behaviours (% agree), 2021 vs 2023
                                        • Figure 11: Lysol Instagram post, 2023
                                        • Figure 12: Branch Basics Instagram post, 2023
                                        • Figure 13: Homecourt Instagram post, 2023
                                        • Figure 14: Puracy Instagram post, 2023
                                      • Value extends beyond pricing
                                        • Figure 15: Those increasing shopping behaviours compared to a year ago, by perceived financial health, 2023
                                        • Figure 16: Mintel Trend Driver: Value
                                      • Value through extended use
                                        • Figure 17: Clorox Instagram post, 2022
                                        • Figure 18: Simple Green Instagram post, 2023
                                      • Value through versatility
                                        • Figure 19: Seventh Generation Instagram post, 2023
                                        • Figure 20: Bar Keepers Friend Instagram post, 2023
                                        • Figure 21: Clorox Instagram post, 2023
                                        • Figure 22: Dr Bronner Instagram post, 2023
                                      • Value through convenience
                                        • Figure 23: 9 Elements Eucalyptus Scented Daily Shower Cleaner (US), 2023
                                        • Figure 24: Oxi Clean Shower Guard Daily Shower Cleaner (US), 2023
                                        • Figure 25: Microban Fresh Scent 24 Hour Disinfectant Bathroom Cleaner (Canada), 2023
                                      • Consumer education
                                        • Figure 26: Clorox Instagram post, 2023
                                        • Figure 27: Clorox Instagram post, 2022
                                      • Specialized and niche cleaning tasks
                                        • Figure 28: Rocco and Roxie Instagram post, 2023
                                        • Figure 29: CLR Sports Stain Remover (US), 2023
                                        • Figure 30: Goo Gone Instagram post, 2022
                                        • Figure 31: Simple Green Instagram post, 2023

                                    • The Household Surface Cleaner Consumer – Fast Facts

                                      • Household Surface Cleaner Usage

                                        • Household surface cleaner usage is universal
                                          • Figure 32: Household surface cleaners used, 2023 vs 2021
                                          • Figure 33: Responsibility for cleaning the home, by age and gender, 2023
                                          • Figure 34: Household surface cleaners used, men vs women, 2023
                                          • Figure 35: Household surface cleaners used, 18-44s vs over-45s, 2023
                                          • Figure 36: SC Johnson Windex Original Glass and Surface Wipes (US), 2023
                                          • Figure 37: Household surface cleaners used, by parental status, 2023

                                      • Purchase Factors

                                        • Efficacy and price are most important
                                          • Figure 38: Household surface cleaner purchase drivers, 2023 vs 2021
                                          • Figure 39: Household surface cleaner purchase drivers, men vs women, 2023
                                          • Figure 40: Zum Bar Soap Instagram post, 2023
                                          • Figure 41: Dr Bronner Instagram post, 2023
                                          • Figure 42: Method Products Instagram post, 2022
                                          • Figure 43: Household surface cleaner purchase drivers (select), by age, 2023
                                          • Figure 44: Household surface cleaner purchase drivers (select), South Asian consumers vs overall, 2023
                                          • Figure 45: Household surface cleaner purchase drivers (select), by parental status, 2023
                                          • Figure 46: Guests on Earth Instagram post, 2023

                                      • Change in Cleaning Routines

                                        • Disinfection remains important
                                          • Figure 47: Change in disinfecting cleaning behaviours, 2023
                                          • Figure 48: Increasing cleaning behaviours compared to a year ago, by age, 2023
                                          • Figure 49: Change in behaviours: formulations, 2023
                                          • Figure 50: Common Goods and Co Instagram post, 2023
                                          • Figure 51: Increasing attention to formulations compared to a year ago, by age, 2023
                                          • Figure 52: Change in behaviours: shopping habits, 2023
                                          • Figure 53: Increasing shopping behaviours compared to a year ago, by age, 2023

                                      • Interest in Innovations

                                        • Consumers are open to sustainable innovations
                                          • Figure 54: Interest in household surface cleaner innovations, 2023
                                          • Figure 55: Interest in household surface cleaner innovations, men vs women, 2023
                                          • Figure 56: Dr. Bronner Instagram post, 2023
                                          • Figure 57: Method Products Instagram post, 2023
                                          • Figure 58: Puracy Instagram post, 2023
                                          • Figure 59: Interest in household surface cleaner innovations, by age, 2023
                                          • Figure 60: Those interested in products that smell like favourite fragrances, by race, 2023
                                          • Figure 61: Interest in household surface cleaner innovations, by parental status, 2023
                                          • Figure 62: Seventh Generation Instagram post, June 2023

                                      • Attitudes and Behaviours

                                        • Sustainability attitudes and behaviours
                                          • Figure 63: Household surface cleaner sustainability attitudes (% agree), 2021 vs 2023
                                          • Figure 64: Clorox Free & Clear Compostable Wipes (US), March 2023
                                          • Figure 65: Lysol Cucumber & Aloe Scent Biodegradable Disinfecting Wipes (Canada), October 2022
                                          • Figure 66: Nice ‘N CLEAN Wipes Instagram post, November 2022
                                          • Figure 67: Ethique Eucalyptus Multi-Purpose Bathrooms Spray Concentrate Bar (US), December 2022
                                        • Online attitudes and behaviours
                                          • Figure 68: Household surface cleaner online attitudes (% agree), by age, 2023

                                      • Appendix – Data Sources and Abbreviations

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

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