Home Care’s Evolution Goes Beyond Clean

U.S. consumers have shifted their home care attitudes in recent years. New routines are taking hold, and retailers and manufacturers must understand and adapt to these changing behaviors to succeed. This report explores evolving cleaning routines, shopping habits, and product choices, and highlights opportunities for growth.

Highlights: 

• Consumers are spending more time at home and are more conscious about cleanliness. 
• Demand for cleaning products continues to grow and diversify. Consumers now seek value and experiences beyond functional cleaning. 
• Innovators are extending their brands into adjacencies or adopting benefits from noncleaning categories. 
• Broader consumer trends supporting well-being are bolstering growth across home care aisles. 
• Clean and natural ingredients are becoming more important, and products with sustainability benefits are growing.