This report examines the US household surface cleaner market at length. Raw data backs up deep analysis of the industry and consumer preferences, giving you a 360° view of the market landscape. Below, we’ve summarized the key topics covered in the report, provided handpicked insights, and detailed the report scope to clarify what this report covers.

Key Topics Covered

  • Market factors impacting the household surface cleaner market.
  • Household surface cleaner usage and frequency.
  • Purchase factors impacting product choice.
  • Important environmental claims for cleaning products.
  • Attitudes and behaviors toward cleaning and cleaning products.
  • Perceptions of select household surface cleaner brands.

US Household Surface Cleaners Market Overview

The market has plateaued in 2023 due to cost-cutting measures by consumers, with leading players facing challenges. Private label products are gaining popularity due to their lower cost and perceived quality, with the market expected to return to its typical average growth rate of 2% annually by 2025. This report offers a detailed analysis of how the market is performing and forecasted to perform, with market size, share, and relevant segmentation.

Household Surface Cleaning Product Consumer Statistics

  • Product usage: Wipes, kitchen cleaners, and disinfectants—products that enable quick, ad hoc cleaning in the dirtiest parts of the house—are used most often by Americans.
  • Purchase influencers: Interest in antibacterial/antiviral products increased during the pandemic, but this interest has decreased between 2022-23 as US consumers’ worries shifted from germs to increasing prices.
  • Environmental claim importance: Packaging-related claims such as recyclability top consumers’ ranking of environmental claims—emphasizing the importance of packaging in brand strategy and communication.

Opportunity for Household Brands in the Industry

Minimizing water waste draws a strong response in Mintel’s survey. Consumers might be concerned about the rising costs of their personal water use, or about broad environmental effects. Brands can therefore position water waste reduction as a way to protect both the environment, and save money.

Take advantage of a wealth of data-backed opportunities by purchasing this report. You can also view our global market reports, The Future of Household Cleaners and A Year of Innovation in Household Cleaners. Alternatively, see our library of cleaning products market research.

Report Scope

For the purposes of this Report, Mintel defines and covers the household surface cleaner market as consisting of the following segments:

  • all-purpose cleaner/disinfectant,
  • toilet/tub/tile cleaners (abrasive tub/tile cleaner, nonabrasive tub/tile cleaner, toilet bowl cleaner, lime/rust remover),
  • specialized surface cleaners (drain cleaner, glass cleaner, spray disinfectant, oven/appliance cleaner, metal cleaner/polish),
  • household cleaner cloths,
  • floor cleaners/wax removers,
  • furniture polish.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis

Leading household care analyst Rebecca Watters delivers expert industry insight with this report.

Consumers are adjusting behaviors in response to inflation and economic uncertainty. However, consumers remain committed to cleaning and caring for their home.

Rebecca Watters, Associate Director - Household & Health


Rebecca Watters
Associate Director of Household & Health

Table of Contents

    • Key issues covered in this Report
  1. Executive summary

  2. Consumer Insights

    • Consumer fast facts
    • Household surface cleaner usage and frequency
    • Graph 1: household surface cleaner product usage, trended, 2021-23
    • Graph 2: repertoire of household surface cleaners used, trended, 2020-23
    • Graph 3: usage frequency of household cleaning products, 2023
    • Graph 4: usage of select household cleaning products – at least weekly, by age, parental status, 2023
    • Household surface cleaner purchase influencers
    • Graph 5: purchase factors for household surface cleaners, 2023
    • Graph 6: importance of top claims, trended, 2020-23
    • Graph 7: select purchase factors for household surface cleaners, by parental status, 2023
    • Importance of environmental claims
    • Graph 8: importance of environmental claims among household surface cleaners, any rank (net), 2023
    • Shifts in cleaning routine
    • Graph 9: shifts in household cleaning routine, 2023
    • Graph 10: shift in sharing cleaning responsibilities, by gender and age, 2023
    • Graph 11: shift in sharing cleaning responsibilities, by aged of children in household, 2023
    • Attitudes toward cleaning and home hygiene
    • Graph 12: attitudes toward cleaning and home hygiene, 2023
    • Graph 13: select attitudes toward cleaning and home hygiene, by age of children in household, 2023
    • Graph 14: concern on cleaners impact on air quality, by race and Hispanic origin, 2023
    • Brand perceptions and preferences
  3. Competitive Strategies

    • Launch activity and innovation
    • Graph 15: % of share of new household cleaning product launches with antibacterial claims, 2018-23*
    • Graph 16: share of household cleaning product launches with ethical and environmental claims, 2018-23*
    • Marketing and advertising
    • Opportunities
    • Graph 17: household surface cleaner MULO private label market share, by segment, 2022-23
  4. The Market

    • Market context
    • Market drivers
    • Graph 18: Consumer Price Index change from previous period, 2020-23
    • Market size and forecast
    • Graph 19: average annual household spending on household surface cleaners, 2018-23
    • Market segmentation
    • Graph 20: total retail sales of household surface cleaners, by segment, at current prices, 2018-23
    • Market share
  5. Appendix

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.

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. Our reports are available to download in PDF and PPT 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