Description

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

The COVID-19 pandemic has forced unprecedented changes to consumers’ cleaning habits. They’re taking cleaning more seriously, cleaning more frequently and growing their skills and knowledge about germs. With this, brands have a unique opportunity to attract new consumer segments and launch innovation for a more engaged consumer base wanting enhanced convenience, sustainability and products that extend into wellness.

96% of US consumers have at least some responsibility for cleaning the house, either individually or as part of a household. This aligns with high household penetration of cleaning products as well as the lowmargin, commoditized status that usually accompanies mature CPG categories. Age and gender are key determinants of high cleaning involvement. Among consumers aged 18-34, there is only a small gender difference in consumers with sole responsibility for cleaning. The gender gap grows significantly among consumers aged 55+.

While speculative, this can be partially explained by greater numbers of younger consumers living alone. Among married consumers of all ages, 61% of married women report sole responsibility for cleaning the house compared to just 37% of married men. It’s reasonable to assume that as younger consumers tie the knot, we will see greater gender balance in cleaning responsibilities.

Read on to discover more details or take a look at all of our US Household, House and Home market research.

Quickly understand

  • COVID-19 has had an impact on consumer cleaning behavior.
  • Market opportunities: Reach out to new consumer segments; launch new innovation for a more engaged consumer base; broaden the focus into wellness.
  • Category sales surge has made competition more dynamic.
  • Consumers are cleaning more often, and doubly so for parents.
  • House cleaning market sizes.

Covered in this report

Brands: Clorox (S O S), Lysol, Supervalu, Proctor & Gamble (Mr. Clean, Swiffer, Swiffer Sweeper, Swiffer Wet Jet), Libman, Bradshaw International (Butler, Casabella, Evercare), Freudenberg Household Products (O-Cedar), Public Goods, 3M (Scotch Brite), Zero Waste Club, Earthling, Life Without Plastic, Defunkify.

Expert analysis from a specialist in the field

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

In the age of COVID-19, consumers are cleaning more frequently and more thoroughly. That, in a nutshell, describes both the current state of cleaning the house and the potential that lies ahead. Consumers are now more engaged in the category, and engaged consumers are more receptive to innovation and willing to pay more for cleaning concepts that make their lives easier, safer and healthier. Mintel believes that many pandemic-era behavioral changes will be long-lasting, if not permanent, and this offers an unparalleled opportunity to grow the market because cleaning is more important than ever.

Jamie Rosenberg
Senior Global Analyst, Household and Personal Care

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Capitalize on higher engagement with the category
    • Extend homecare further into wellness
    • Impact of COVID-19 on cleaning the house
      • Figure 1: Immediate, short-term and long-term impact of COVID-19 on housecleaning, April 2021
    • Opportunities and challenges
    • Cater to a more involved consumer
    • Use parents as a test market for new concepts
    • Reception to new innovation could be fleeting
      • Figure 2: Will disinfect less after the pandemic and those who have increased their germ-management knowledge, by age and gender, January 2021
    • Bridge the mainstream/natural divide
      • Figure 3: COVID-19 has shifted priorities away from natural toward disinfecting, by natural product clusters, April 2020
  3. Target Audience – Key Takeaways

    • Impact of COVID-19 on cleaning the house
    • The digital divide is narrowing, but the stakes have never been greater
    • Bridge the mainstream/natural divide
    • Strike while the iron is hot
    • Broaden the focus of homecare into wellness
  4. Target Audience by the Numbers

    • Most consumers have some responsibility for cleaning and shopping
      • Figure 4: Household cleaning responsibility, January 2021
      • Figure 5: Household cleaning product shopping responsibility, January 2021
    • Impact of COVID-19 on cleaning the house
    • Learnings from the Great Recession
      • Figure 6: Immediate, short-term and long-term impact of COVID-19 on housecleaning, April 2021
    • Lockdown
    • Reemergence
    • Recovery
  5. Market Factors

    • The digital divide is narrowing, but the stakes have never been higher
      • Figure 7: US citizens with internet access, by income, 2000-2019
      • Figure 8: Change in online shopping for household products, June 2019 and June 2020
    • The growing economic divide calls for new value tier strategies
      • Figure 9: US unemployment rate and underemployment rate, January 2019-September 2020
    • The declining US birthrate will reduce category power users
      • Figure 10: Cleaning behaviors, by parental status, January 2021
      • Figure 11: US households, by presence of related children, 2008-18
  6. Market Opportunities

    • Look at the factors driving change
      • Figure 12: Sample change drivers relevant to post-pandemic homecare opportunities, 2021
    • Bridge the mainstream/natural divide
    • Strike while the iron is hot
    • Broaden the focus of homecare into wellness
  7. Companies and Brands – Key Takeaways

    • The pandemic has created a more competitively dynamic market
    • P&G maintains dominance; durable product brands expand
    • Watch for disruption from secondary players
    • Public Goods is emerging as a key player in natural abrasives
    • Growing influence from personal care
    • Defunkify’s enzymes keep clothes fresh and remove COVID-19
  8. Competitive Strategies

    • The pandemic has created a more competitively dynamic market
      • Figure 13: COVID-19 has shifted priorities away from natural toward disinfecting, by natural product clusters, April 2020
      • Figure 14: Using unfamiliar brands, by age of child, January 2021
    • Private label continues its run
      • Figure 15: Select household categories, MULO one-year sales growth, private label vs market, latest available 12-month performance, 2018-21
    • Disinfectants rule the day
      • Figure 16: Clorox Disinfecting Wipes and Lysol Max Cover Disinfecting Mist
  9. Spotlight on Cleaning Tools/Mops/Brooms

    • P&G maintains dominance; durable product brands expand
      • Figure 17: Essential Everyday melamine sponge and Mr. Clean Magic Eraser Sheets
    • Watch for disruption from secondary players
      • Figure 18: Multi-outlet sales of cleaning tools/mops/brooms, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Public Goods and 3M drive the emerging arena of natural abrasives
    • 3M’s natural sponges are the biggest, but show a sales decline
      • Figure 19: Public Goods’ Walnut Scrubber Sponge and 3M’s Greener Clean
      • Figure 20: Zero Waste Club’s Coconut Dish Scrubber
      • Figure 21: Multi-outlet sales of sponges and scouring pads, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Growing influence from personal care
      • Figure 22: Earthling’s solid dish soap and Life Without Plastic’s Dilatable Laundry Bar
    • Defunkify’s enzymes keep clothes fresh and remove COVID-19
      • Figure 23: Defunkify Active Wash Laundry Detergent
  10. The Consumer – Key Takeaways

    • Gender balance grows
    • More than half of consumers are cleaning more often
    • Parents out-clean non-parents
    • Interest in probiotics ticks upward
    • Automation will become more accessible
    • Consumers work on homecare skills while in lockdown
  11. Cleaning Responsibility

    • Gender balance grows … depending on whom you ask
      • Figure 24: Cleaning responsibility, by marital status, January 2020 and January 2021
      • Figure 25: Cleaning responsibility, by age and gender, January 2021
    • Mintel Trend Driver Rights ties domestic chores to social equity
  12. Cleaning Frequency

    • More than half of consumers are cleaning more often
      • Figure 26: Frequency of cleaning, January 2020 and January 2021
    • Parents out-clean non-parents
      • Figure 27: Frequency of cleaning, by age of child(ren), January 2021
  13. Reasons for Cleaning More Often

    • Consumers clean more often to protect against disease and to relax
      • Figure 28: Reasons for cleaning more often, January 2021
      • Figure 29: Cleaning more to protect against viruses, by age, January 2021
  14. Preferred Product Attributes

      • Figure 30: Preferred household cleaner product attributes, January 2020 and January 2021
    • Interest in probiotics ticks upward
      • Figure 31: Interest in probiotic cleaners, by age and parental status, January 2021
    • Mintel Trend Driver Wellness highlights evolution of safety
    • Consumers prioritize convenience and efficacy
      • Figure 32: TURF analysis – Preferred cleaning product attributes, January 2021
      • Figure 33: Table – TURF analysis – Preferred cleaning product attributes, January 2021
    • Methodology
  15. Attitudes toward Cleaning

    • Pandemic increases the desire for disposables
      • Figure 34: Attitudes toward cleaning the house, January 2021
    • Automation will become more accessible
      • Figure 35: Interest in and use of cleaning robots, by age and income, January 2021
  16. Cleaning Behaviors

    • COVID-19 drives new cleaning behaviors
      • Figure 36: Behaviors related to cleaning the house, January 2021
    • Most consumers will keep disinfecting when the pandemic is over
      • Figure 37: Will disinfect less after the pandemic and those who have increased their germ-management knowledge, by age and gender, January 2021
    • Consumers work on homecare skills while at home
      • Figure 38: Focus on skill development, by age, January 2021
    • The pandemic has created more experimental shoppers
      • Figure 39: Using unfamiliar brands, by select demographics, January 2021
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Below is a sample report, understand what you are buying.

Click to show report

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

Trusted by companies. Big and small.

Bell Logo - Mintel client
Boots Logo - Mintel Client
Kelloggs Logo - Mintel client
Samsung Logo - Mintel client
Nike Logo - Mintel client
Walgreens Logo - Mintel client

Want to speak to us directly?

Contact us on via phone or fill out a form with your enquiry.

Contact Us