Description

Providing the most comprehensive and up-to-date information and analysis of the US Household Cleaning Equipment market including the behaviors, preferences, and habits of the consumer.

Cleaning equipment benefitted in the age of COVID-19 alongside the rest of the household cleaning products market due to consumers cleaning more frequently and thoroughly. This underpins both the current state of the market and the potential that lies ahead, especially as consumers adopt more of their prepandemic routines. Moving forward, it will be important for brands to capitalize on this new engagement and retain existing consumers with a focus on making cleaning easier and safer and lives healthier.

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

Quickly understand

  • The impact of COVID-19 on consumer behavior and the household cleaning equipment market.
  • Current and future household cleaning equipment and household cleaning tools and usage behaviors.
  • Important purchase factors for household cleaning equipment.
  • Attitudes and barriers for robotic floor cleaning equipment.
  • Robotic floor cleaning equipment, and the Internet of Things.
  • Eco friendly homecare and the Millennial.

Covered in this report

Brands include: Bounty, Dawn, P&G, Swiffer, Mr. Clean Magic Eraser, Fresh Scrub, 3M Company, Butler Home Products, The Libman Company, Freudenberg Household Products, The Clorox Company, Casabella, Evercare, O-Cedar, IRobot Roomba, Samsung, Goodbye Detergent, Spongelle Botanica, Skura Style.

Expert analysis from a specialist in the field

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

Elevated cleaning frequency during the pandemic naturally benefitted the market, which reached an estimated $5.6 billion in 2021. The future of the cleaning equipment space will be shaped by innovations around convenience: whether that be saving time or simplifying sustainability.

Rebecca Watters, Senior Household Care Analyst
Rebecca Watters
Senior Household Care Analyst

Table of Contents

  1. Overview

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

                  • Top takeaways
                    • Market overview
                      • COVID-19 sales bump for category proves fleeting
                        • Impact of COVID-19 on household cleaning equipment
                          • Figure 1: Short-, medium- and long-term impact of COVID-19 on household cleaning equipment, October 2021
                        • Opportunities and challenges
                          • Disrupt habits
                            • External competition diminishes need for cleaning tools
                              • Focus on clean and germ-free
                                • Figure 2: Cleaning equipment purchase factors, 2021
                              • Parents most receptive to new concepts and innovations
                                • New materials will move the needle on sustainability
                                • The Market – Key Takeaways

                                  • 2020 sales surge short-lived
                                    • All segments lifted by pandemic-behavior shifts
                                      • External competition threatens durable segments
                                      • Market Size and Forecast

                                        • COVID-19-era sales bump for category proves fleeting
                                          • Figure 3: Total US sales and fan chart forecast of household cleaning equipment market, at current prices, 2016-26
                                          • Figure 4: Total US retail sales and forecast of household cleaning equipment, at current prices, 2016-26
                                      • Segment Performance

                                        • Pandemic cleaning helps all segments thrive
                                          • Figure 5: Total US sales of household cleaning equipment, by segment, at current prices, 2019 and 2021
                                      • Market Factors

                                        • Cleaning behaviors will have knock-on effect on category
                                          • External competition could diminish importance of certain segments
                                            • Figure 6: Bounty commercial
                                            • Figure 7: Dawn Fresh Splash Disinfecting Wipes
                                        • Companies and Brands – Key Takeaways

                                          • P&G keeps the top spot
                                            • Eco- and social-responsibility take center stage
                                              • Watch for automation
                                                • Natural materials, recycling, upcycling will emerge
                                                • Market Share

                                                  • P&G maintains leadership position
                                                    • Sales of household cleaning equipment by company
                                                      • Figure 8: Multi-outlet sales of household cleaning equipment, by leading companies, rolling 52 weeks 2020 and 2021
                                                    • Swiffer boxes out floor cleaning competition
                                                      • Figure 9: Swiffer line launches
                                                      • Figure 10: Multi-outlet sales of cleaning tools/mops/brooms, by leading companies and brands, rolling 52 weeks 2020 and 2021
                                                  • Competitive Strategies

                                                    • P&G continues to clean up
                                                      • Swiffer embraces refill movement
                                                        • Closing the gap: equality and inclusion
                                                          • Figure 11: Swiffer “Come Clean to Close the Chore Gap” campaign media post, 2021
                                                      • Market Opportunities

                                                        • Automation will shape the cleaning equipment space
                                                          • Figure 12: iRobot Roomba j7+, 2021
                                                        • Natural and eco materials bring new level of sustainability
                                                            • Figure 13: Goodbye detergent, 2021
                                                          • Bring wellness into the cleaning equipment space
                                                            • Figure 14: Swiffer sweeper wet mop cloths with gain; Spongellé, 2020
                                                        • The Consumer – Key Takeaways

                                                          • Majority are involved in the purchase process, yet women take the lead
                                                            • Kitchen cleaning tools most popular
                                                              • Cost, function are defining purchase factors
                                                                • Pandemic continues to influence cleaning habits, product choice
                                                                  • Traditional floor cleaning tools most heavily used
                                                                    • Focus on hygiene extends to floors
                                                                    • Cleaning Equipment Purchase Responsibilities

                                                                      • Across age and ethnic lines, women more likely to shop
                                                                        • Figure 15: Cleaning equipment purchase responsibilities, by gender and age, gender and ethnicity, 2021
                                                                      • Pandemic-lifestyle shifts influence task dispersion
                                                                        • Figure 16: Cleaning equipment purchase responsibilities, by employment status (number of work-based income sources), 2021
                                                                    • Cleaning Equipment Usage

                                                                      • Kitchen tools used most regularly
                                                                        • Figure 17: Cleaning equipment usage, 2021
                                                                        • Figure 18: Skura style sponge, 2021
                                                                      • Usage correlates with lifestage and household size
                                                                        • Figure 19: Cleaning equipment usage – Daily, by household size, 2021
                                                                        • Figure 20: Repertoire of cleaning equipment usage – Any usage, by demographics, 2021
                                                                    • Cleaning Equipment Purchase Factors

                                                                      • Value drives purchases
                                                                        • Figure 21: Cleaning equipment purchase factors, 2021
                                                                      • Cost-sensitivity makes older adults prime target for private label
                                                                        • Figure 22: Select cleaning equipment purchase factors, by age, 2021
                                                                      • Leading brands will move natural into the mainstream
                                                                        • Figure 23: Select cleaning equipment purchase factors, by parental status, 2021
                                                                    • Cleaning Equipment Attitudes and Behaviors

                                                                      • Focus on hygiene threatens durable cleaning tools
                                                                          • Figure 24: Cleaning equipment attitudes and behaviors, 2021
                                                                        • Focus on safety, eco-friendly claims to meet parents, younger adults
                                                                          • Figure 25: Select cleaning equipment attitudes and behaviors, by age, parental status, 2021
                                                                      • Floor Cleaning Equipment Usage

                                                                        • Traditional tools remain most used
                                                                          • Figure 26: Floor cleaning equipment usage, 2021
                                                                        • Millennials core market for floor cleaning innovation
                                                                          • Figure 27: Select floor cleaning equipment usage – frequently, by generation, 2021
                                                                        • Larger households leverage array of floor cleaning tools
                                                                          • Figure 28: Repertoire of floor cleaning equipment usage – Any use, by demographics, 2021
                                                                      • Floor Cleaning Equipment Attitudes and Behaviors

                                                                        • Desire for disinfection extends to floors, provides new usage occasions
                                                                          • Figure 29: Floor cleaning equipment attitudes and behaviors, 2021
                                                                        • Robots need to improve value proposition
                                                                          • Figure 30: Robotic floor cleaning equipment attitudes and behaviors, by age and income, 2021
                                                                      • Appendix – Data Sources and Abbreviations

                                                                        • Data sources
                                                                          • Sales data
                                                                            • Forecast
                                                                              • Consumer survey data
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations
                                                                                    • Terms
                                                                                    • Appendix – The Market

                                                                                        • Figure 31: Total US retail sales and forecast of household cleaning equipment, at inflation-adjusted prices, 2016-26
                                                                                        • Figure 32: Total US retail sales and forecast of household cleaning equipment, by segment, at current prices, 2016-26
                                                                                        • Figure 33: Average household spending on household cleaning equipment, 2016-21
                                                                                        • Figure 34: Total US retail sales of household cleaning equipment, by segment, at current prices, 2019 and 2021
                                                                                        • Figure 35: Total US retail sales and forecast of cleaning tools/mops/brooms, at current prices, 2016-21
                                                                                        • Figure 36: Total US retail sales and forecast of sponges & scouring pads, at current prices, 2016-21
                                                                                        • Figure 37: Total US retail sales and forecast of gloves, at current prices, 2016-21
                                                                                        • Figure 38: Total US retail sales of household cleaning equipment, by channel, at current prices, 2016-21
                                                                                        • Figure 39: Total US retail sales of household cleaning equipment, by channel, at current prices, 2019 and 2021
                                                                                    • Appendix – Companies and Brands

                                                                                        • Figure 40: Multi-outlet sales of sponges & scouring pads, by leading companies and brands, rolling 52 weeks 2020 and 2021
                                                                                        • Figure 41: Multi-outlet sales of gloves, by leading companies and brands, rolling 52 weeks 2020 and 2021

                                                                                    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.

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