This report provides comprehensive and current information and analysis of the US Cleaning the House market including US Cleaning the House market size, anticipated market forecast, relevant market segmentation, and industry trends for the Cleaning the House market in the US.

Current market landscape

Cleaning behaviors remain elevated, yet a slight shift in those claiming to be cleaning more often compared to last year echoes the lingering nature of the pandemic’s impact coupled with a return to some old routines and lifestyles. Among a slew of other issues and concerns among manufacturers and consumers challenging the household cleaning category, inflation has joined the list.

Future market trends in cleaning the house

While other industries are feeling the impact more prominently as household care is largely a needs-based market, inflation will still have some impact on shopping behaviors, particularly among adults that already are struggling to make ends meet. Looking ahead, while germ management will continue to be a motivator for category participation, safer cleaning and convenience will re-emerge as important drivers of innovation and engagement in a post-pandemic world.

Read on to discover more about the US Cleaning the House consumer market, read our US Household Surface Cleaners Market Report 2021, or take a look at our other Detergents and Cleaning Products market research reports.

Quickly understand

  • Key cleaning audiences.
  • Changes in cleaning frequency in the last year.
  • Key drivers of cleaning frequency shifts.
  • Cleaning behaviors.
  • Attitudes toward cleaning.
  • Consumer attitudes towards cleaning.

Covered in this report

Brands include: Dawn, Safely Rise, Homecourt, Roborock, Dirty Labs, Grove Co., Sakura Snow, You.

Expert analysis from a specialist in the field

This cleaning the house market report, written by Rebecca Watters, a leading analyst in the Household Care sector, delivers in-depth commentary and analysis of the house cleaning products market to highlight current trends and add expert context to the numbers.

Cleaning habits have shifted slightly in the past year as virus concerns lessen slightly and consumers return to some old routines and lifestyles, resulting in more time spent outside of the home. This poses a potential challenge for category participation, as health and time were two major assets driving heightened cleaning behaviors over the past two years. While germ management will remain a key theme, convenience and safer cleaning are re-emerging as focus areas for innovation that can draw in and maintain engagement among younger demographics.
Rebecca Watters, Household Care Analyst
Rebecca Watters
Associate Director, Household and Health

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  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • COVID-19: US context
    • Economic and other assumptions

  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Cleaning category outlook, 2022-27
    • Key consumer insights
    • Cater convenience to key groups
    • Focus on valuable markets
      • Figure 2: Cleaning more often, by age, race and Hispanic origin, parental status, number of generations in household, 2022
    • Cleaning Enthusiasts have an eye for ingredients
      • Figure 3: Cleaning attitudes, by cleaning segments, 2022
    • The next wave of clean cleaning will take cues from adjacent categories

  3. Market Factors

    • States take aim at plastic content and recycling infrastructure
    • 2021 supply chain bottlenecks force investment in 2022
    • Inflation could come for discretionary funds
    • The shift from pandemic to endemic will re-establish cleaning behaviors
    • Hybrid work is here to stay
      • Figure 4: Cleaning frequency, by work-from-home status, 2022

  4. Key Audience

    • Most adults do at least some house cleaning and shopping
      • Figure 5: Housecleaning responsibilities, by gender and age, parental status by gender, 2022
      • Figure 6: Household cleaning product shopping responsibilities, 2022
    • Most consumers fall into “cleaning enthusiast” segment
      • Figure 7: Cleaning segments, 2022
    • Cleaning Enthusiast characteristics
    • Cleaning Non-Enthusiast characteristics
      • Figure 8: Dawn Ultra Platinum EZ-Squeeze Refreshing Rain Scented Dishwashing Liquid; Dawn Ultra Platinum Powerwash Fresh Scent Dish Spray

  5. Competitive Strategies and Market Opportunities

    • Partnerships, expansions help homecare adapt for the future
      • Figure 9: Celebrity-owned homecare lines
    • Private label can ride wave of demand
      • Figure 10: MULO sales of select household care products, by private label, latest available 12-month performance, 2020-21
    • Cleaning robots aim to increase value with focus on performance
      • Figure 11: Roborock CES post – S7 MaxV ultra , 2022
    • The changing face of clean label within the household space
    • The future of household packaging must be green
      • Figure 12: US beauty and personal care and select household product launches with metal aluminum packaging, 2021
      • Figure 13: Household care product launches featuring metal aluminum packaging
    • Connecting on social: go to where they want you, not where they are
      • Figure 14: Online behaviors, by select cleaning behaviors, 2022

  6. The Household Cleaning Consumer – Fast Facts

  7. Cleaning Frequency

    • COVID-19 cleaning habits are sticky
      • Figure 15: Cleaning frequency, 2020-22
    • Cleaning frequency increases with health risk
      • Figure 16: Cleaning more often, by age, race and Hispanic origin, parental status, number of generations in household, 2022
    • Safety and health drive cleaning habits; emotional reward is secondary
      • Figure 17: Reasons for cleaning more often, 2021-22
    • Focus on convenience to drive cleaning
      • Figure 18: Reasons for cleaning less often, 2022

  8. Cleaning Behaviors

    • Cleaning habits reveal continued engagement opportunities
      • Figure 19: Cleaning behaviors, 2022
      • Figure 20: Grove Collaborative Instagram post, 2022
    • Enthusiasm equates to engagement
      • Figure 21: Cleaning behaviors, by cleaning segments, 2022
    • Conscious cleaners heavily invested, but limiting product range
      • Figure 22: Select cleaning behaviors, by ingredient preferences, 2022
    • Reach parents where they are spending their time: on digital channels
      • Figure 23: Select cleaning behaviors, by parental status, 2022

  9. Cleaning Attitudes

    • Brand switching will continue amid evolving cleaning behaviors
    • “Clean cleaning”
      • Figure 24: Cleaning attitudes, 2022
    • Enthusiasts look for “clean” innovation
      • Figure 25: Select cleaning attitudes, by cleaning segments, 2022
    • Accessibility critical in growing tech-cleaning tools
      • Figure 26: Attitudes toward cleaning robots, by age, household income, parental status, 2022

  10. Appendix – Data Sources and Abbreviations

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

  11. Appendix – The Consumer

      • Figure 27: Cleaning participation, 2022
      • Figure 28: Cleaning enjoyment, 2022
      • Figure 29: Cleaning skill, 2022

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