Recent trends in North American home care cleaning products reflect evolving consumer priorities and market dynamics.
- Shift to Multipurpose Products: Consumers are increasingly favoring multipurpose cleaning products over specialist cleaners. This is driven by a need for cost-effectiveness and convenience, as these products help streamline routines and reduce the number of items needed. Multipurpose products are also seen as more sustainable due to less packaging waste.
- Growth of Private Label Brands: Financial pressures are leading more consumers to switch from name brands to private label (store)
brands, which are increasingly seen as equally effective. In the US, 32% of buyers who reduced their spend on cleaning products have switched to private labels and 21% switched in the 12 months ending in January 2024.
- Ingredient and Safety Transparency: There is a growing demand for transparency around product ingredients, especially among younger shoppers and mothers. Many consumers are paying more attention to ingredients and researching them, prompted by concerns about health and safety. Brands are expected to provide detailed ingredient information and educate users about the science behind their products.
- Sustainability and Packaging Innovation: Sustainability remains a key concern, with a strong interest in packaging that reduces environmental impact. Waterless and concentrated formats, such as sheets, pods, and tablets, are gaining traction for their reduced plastic use and lower shipping emissions.
- Efficiency and Simplicity: A majority of consumers prefer simpler cleaning routines and prioritize efficiency in their home care tasks. This aligns with the popularity of multipurpose products and streamlined product repertoire.
(Source Mintel Leap, April 2025)