Insights / Perspectives

Insights Into Surface Cleaners

As pandemic fears continue to recede, there has been a shift toward less frequent cleaning and more occasion-based cleaning (e.g.: tidying up when guests are coming). A 2023 Euromonitor survey found only 20.5% of consumers engaged in daily cleaning and domestic chores - a 10% decline from 2019. However, elevated prices and premiumization mean surface cleaners will show moderate value growth over the next several years. Here are some trends impacting the category.

Multi-Functionality

Consumers are looking for convenient, time-saving household cleaning products, driving demand for versatile products that work on multiple surfaces. This is leading to volume declines in specialized surface care products, including furniture polish wipes, wash and wax floor cleaners, and oven cleaners. Multi-functionality also adds value, which is increasingly important in today’s economic landscape. After quality and price, consumers list “multi-functional/multi-benefit” as the next thing that provides value for money.

Branch Basics

Healthy Cleaning

There is increased concern about how cleaning products impact personal health, with 56% of North American consumers saying a household product’s impact on health affects their purchase decision (GlobalData). Growing awareness of harmful chemicals is among the key contributors to softening demand for impregnated wet wipes. “Free from” formulations and natural ingredients are becoming increasingly important. Products with a more natural positioning can avoid much of the fear around chemicals and toxic ingredients. Probiotic cleaners are becoming more popular, prolonging the cleaning action while reducing health implications.

Mrs. Meyers Probiotic Cleaner

Sensory Elevation

A newfound focus on self-care and emotional wellbeing is elevating the role of fragrances within home cleaning. While scents have been a key attribute in home care for some time, they are now taking on a more premium and benefit-orientated positioning. Fragrances are playing a significant role in creating sensory experiences, pleasant cleaning routines, and a positive home environment. The United Kingdom brand Bloo introduced “Spa Moments” toilet rim blocks with essential oils. Clorox Scentiva uses “fresh scents that delight” to enhance the cleaning routine.

Clorox Scentiva

By: Moira Stein
Date: October 18, 2024