“Consumers remain consistent in their approach to cleaning the home. However, soaring cost of living is causing some to shift their cleaning and shopping habits, with slightly more than two in five adults claiming to be spending less on household cleaning products. To increase value and maintain involvement, brands need to focus on expanding audience reach.
Great strides have been made toward gender equality within the home, however more can be done to encourage dads and even children to take on their share of the load. What’s more, attitudinal changes and innovation are changing how consumers think about convenience and sustainability, and as this happens, we can anticipate eco-responsibility will become more influential in every aspect of the category.”

– Rebecca Watters, Associate Director – Health and Home

This Report will look at the following areas:

  • Important demographics for the household and cleaning category
  • Shifts in cleaning frequency and motivations
  • Attitudes and behaviors toward cleaning equipment
  • Attitudes toward ingredients and claims
  • General attitudes and behaviors toward cleaning

Table of Contents

  1. Overview

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

    • Top takeaways
    • Market overview
    • Speak to reality, not ideals, and bring the new generation of cleaners into the fold
    • As cost of living rises, consumers will re-evaluate priorities (in life and purchases)
      • Figure 1: Cleaning the house outlook, 2023-27
    • Opportunities and challenges
    • Divide and concur: the push for home equity continues
    • Bring in joy to sustain elevated cleaning behaviors
      • Figure 2: Cleaning frequency – Trended, 2020-22
    • Move the needle on sustainability by emphasizing value
      • Figure 3: Select cleaning attitudes and behaviors – Any agree, by gender and age, 2022
    • Private label investments pay off in improved perceptions, raising the bar further for retailers
    • Key consumer insights
  3. Target Audience by the Numbers

    • A (small) step back in equity in doing household responsibilities
      • Figure 4: Cleaning responsibility – Trended, 2020-22
      • Figure 5: Shopping responsibility – Trended, 2022
    • Make cleaning a family affair
      • Figure 6: Cleaning and shopping responsibility, by parental status and gender, 2022
      • Figure 7: Cleaning and shopping responsibility, by parental status and age of child(ren), 2022
  4. Market Factors

    • Cost of living is on the rise
      • Figure 8: Consumer Price Index change from year ago and previous period, 2007-22
    • Birth rates for some age groups edging up
      • Figure 9: Birth rates, by age of mother, 2019-21
  5. Competitive Strategies and Market Opportunities

    • P&G brings home equity for the next generation
      • Figure 10: P&G’s Home Eq[uity] initiative, 2023
    • Rules of engagement: be transparent and reach cleaners on social
      • Figure 11: TikTok clean home trends, 2022
    • Eco-mind: As the eco-mind set grows, brands will need to improve knowledge around sustainability
      • Figure 12: US launches of household surface and toilet care products, by select ethical and environmental claims, 2018-22
      • Figure 13: Ecos Plant Powered Cedar Toilet Bowl Cleaner, 2022
    • Brands bank on reducing waste
      • Figure 14: Eco-responsible multi-purpose cleaning products – Nimbus and Nantucket Footprint
    • Private label maintains its run
      • Figure 15: Select household categories, MULO one-year sales growth, private label vs market, latest available 12-month performance, 2020-22
  6. Cleaning the House – Fast Facts

  7. Cleaning Frequency and Motivators

    • Cleaning habits stabilize in 2022
      • Figure 16: Cleaning frequency – Trended, 2020-22
    • Cleaning peaks among young adults
      • Figure 17: Cleaning frequency, by gender and age, 2022
    • Multicultural adults engaged in the cleaning space
      • Figure 18: Cleaning frequency – More often, by race and Hispanic origin, 2022
    • Americans once again primarily clean for scent satisfaction
      • Figure 19: Reason for cleaning more often, 2022
    • Time deters cleaning
      • Figure 20: Reasons for cleaning less often, 2022
  8. Attitudes toward Household Cleaning Equipment

    • Ad hoc approach applies to floors as well
      • Figure 21: Attitudes toward cleaning equipment, 2022
    • Robots are an investment
      • Figure 22: Attitudes toward robotic vacuums, by age and income, 2022
    • Dads approach floor cleaning with convenience in mind
      • Figure 23: Select attitudes toward household cleaning equipment, by parental status and gender, 2022
  9. Attitudes toward Product Ingredients and Claims

    • Performance outweighs price
      • Figure 24: Attitudes toward product ingredients – Performance vs price, by age, 2022
    • Parents and Hispanics prioritize natural ingredients
      • Figure 25: Attitudes toward product ingredients – Performance vs natural, by race and Hispanic origin, parental status, 2022
    • Better-for-you messaging can bolster natural appeal among older adults
      • Figure 26: Attitudes toward product ingredients – Natural vs traditional ingredients, by age, 2022
    • More than half willing to trade convenience to be more sustainable
      • Figure 27: Attitudes toward product ingredients – Sustainability vs convenience, by age, race and Hispanic origin, 2022
      • Figure 28: biom multi-purpose wipes
  10. Cleaning Attitudes and Behaviors

    • Cleaning is a continuous and conscious activity
      • Figure 29: Cleaning attitudes and behaviors – Any agree (net), any disagree (net), 2022
    • Tight budgets encourage brand switching to the benefit of private label
      • Figure 30: Select cleaning attitudes and behaviors – Any agree, by household income, parental status and age of child, 2022
    • Ethical credentials a must to compete among younger audience
      • Figure 31: Select cleaning attitudes and behaviors – Any agree, by gender and age, 2022
  11. Appendix – Data Sources and Abbreviations

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

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.


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.


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


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.


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.

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