The health of the household cleaning products market—formulations used to clean myriad surfaces, dishes and clothes—has long been tied to lifestyle trends, even those that come about from a pandemic.

If you heard a sigh of relief in late August and early September, it was the collective exhale of parents across the US who were finally sending their K-12 students back into school buildings. At the same time, more adults learned they would be heading back into their offices, at least a few days a week.

As America slowly extricates itself from the COVID-19 pandemic, a return to normalcy will impact the household cleaning category. Washing machines may be running more often as adults switch out sweatpants for business casual. Fewer wipes will be used at home as messy children will be eating lunch at the school cafeteria.

Still, consumer research suggests some behaviors picked up during the pandemic may linger. According to Acosta, an integrated sales and marketing provider in the consumer packaged goods (CPG) industry, 92% of families plan to continue eating together at home at least as often as they do now, if not more often, after the pandemic ends.


The Numbers

After a year marked by supply chain issues as well as stockpiling cleaning products out of fear of availability, last year’s über hot home cleaning market of 2020 has cooled down a bit. According to IRI, sales of household cleaners at US multi-outlets rose 4.6% to $4.6 billion for the 52 weeks ended Sept. 5, 2021. Unit sales declined by 1.7% during that period. Compare that to the 26.4% growth in dollar sales and 20.9% gain in unit sales as reported by Happi this time last year.

Performance varied by category across the marketplace. For instance, spray disinfectant sales rose 38.5% to $744.6 million with unit sales rising 34.8%. Toilet bowl cleaner sales and units both declined as did glass cleaners. Oven/appliance cleaner/degreaser sales rose 5.6% with units up 1.9%. Dish detergent posted a slight decline (-1.2%) with units down more than 10% (see chart).


NPD in Home Care

While sales growth overall may have slowed, the new product pipeline has been flush. New brands have entered the space and established players have expanded their rosters. Consumers have never had so many choices.

The Clorox Company and media company Meredith Corp. co-launched the Real Simple Cleaning Collection. The EPA Safer Choice Certified line debuted this summer with all-purpose cleaner spray and compostable wipes. Both are formulated without parabens, dyes and other so-called “harsh chemicals,” and are safe for use on hard, non-porous surfaces, including granite, tile and stainless steel. The spray is made using renewable energy and features a 99.9% biobased formula. Scents include Sweet Orange & Basil and Cherry Blossom & Rose.

According to Kirstin Ganz, marketing director, transformational growth team, The Clorox Company, the products embody Real Simple’s aesthetic and deliver on Clorox’s “historic reputation” of a safe and effective clean.

“In our century-plus history at The Clorox Company, we’ve continued to grow our portfolio to include diverse brands that champion people to be well and thrive every single day,” she said in a statement when the line debuted.

CLR, which is owned by Jelmar, expanded its offerings this year, rolling out its first daily-use multipurpose cleaners, CLR Everyday Clean and CLR Active Clear.

“These two new products mark Jelmar’s entry into the all-purpose cleaning category, adding to our robust CLR family of products,” said Alison Gutterman, CEO and president of Jelmar.

USDA Biobased-certified CLR Active Clear, which is formulated with active probiotics, delivers long-lasting results with up to three days cleaning power, according to the company. CLR Everyday Clean uses ingredients that are recognized as safer alternatives to traditional chemicals and, as such, is EPA Safer Choice certified.

Jelmar created two new TV spots to support the launch. The campaign, which debuted in September, included national TV as well as social media other digital channels.

SC Johnson also added a new disinfectant to its popular Scrubbing Bubbles franchise. New Scrubbing Bubbles Multi-Purpose Disinfectant spray, available in a 12oz can, kills 99.9% of germs on hard, non-porous surfaces, reduces odor causing bacteria and has received EPA approval for SARS-CoV-2 virus kill claims. Currently available at select retailers and designed to kill cold and flu viruses, and other germs such as bacteria, mold and mildew, the formulation works as both a sanitizer and as a household disinfectant. It can be used on doorknobs, faucets, garbage cans, handles and other hard, non-porous surfaces with which people have frequent contact.

Also new is Scrubbing Bubbles Antibacterial Bathroom Flushable Wipes. Available in Citrus Action scent, the wipes material is flushable and disperses in water when agitated, just like toilet paper, according to SC Johnson.

Wipes and other cleaning cloths fared well during the pandemic as consumers prioritized for efficacy and convenience.

CleanWell’s hero product is its disinfecting wipes, which are sold in 35- and 80-count containers.

“Consumers love them because they are the convenient and quickest choice for tough messes and touch-ups. With CleanWell’s wipes, specifically, you don’t have to do any prep beforehand or any rinsing after using them,” Lawrence said. “Most consumers don’t realize that with other, more caustic products you should be pre-cleaning your surface beforehand, wearing PPE while using the product, and then rinsing both the surface and your hands when you’re done. With CleanWell’s wipes, there’s none of that so they are truly convenient for people to just use quickly and be done.”

Product lines like Procter & Gamble’s Swiffer got a boost as well. Swiffer Wet Jet, Swiffer Wet Jet with Febreze and Swiffer Wet Jet with Gain all recorded higher sales and units over the past year, according to IRI data.

“There’s no question that with so much more time spent at home recently, suddenly the overall cleanliness and organization of most homes became a larger priority than ever before. For sure, we’ve heard from many consumers that they discovered, or re-discovered Swiffer over that time period, as they had a moment to pause and notice the build-up of dust on their ceiling fans or the little piles of pet hair that had been collecting under their furniture,” said Maria Striemer, senior scientific communications manager, global home care, P&G. “What definitely hasn’t changed is that most consumers still don’t want to spend all day cleaning their space, which is why we’ve seen Swiffer really become a go-to cleaning tool for so many.”


On the Counter Culture

According to Striemer, “the average person has become increasingly microbe-aware” in the past 18 months; they are paying much closer attention to those high-touch surfaces in their homes, and even closer attention to the tools and products they’re using to keep those surfaces sanitized.

It’s been a boon for Microban24. In recent data from IRI, Microban24 all-purpose cleaner/disinfectant sales topped $140 million, representing an 89.9% gain that catapulted the product to the No. 4 spot in the category, trailing Clorox Clean Up, Pine Sol and Fabuloso.

“We’ve been absolutely blown away by the warm reception consumers have given to Microban24, though it was in the development for several years before it launched in February 2020,” said Striemer.

She called Microban24’s bacterial shield technology a “real breakthrough for the category, and it’s something we’ve made a concerted effort to educate consumers about at every turn.”

During the pandemic, protection was paramount. And while there is likely COVID-fatigue when it comes to cleaning, the need to keep surfaces clean hasn’t waned.

“The pandemic made people realize that they unwittingly used to place things on their counters like grocery bags, mail and gifts from other people. All of these things come with their own germs and, prior to the pandemic, most people did not realize that they were leaving germs on their counter,” QualSights CEO Nihal Advani told Happi. The consumer insights technology platform gathered a sample of American consumers across various demographics for a qualitative research study to uncover whether or not pandemic cleaning habits are here to stay.

According to Advani, practices like wiping down door handles were added to more cleaning routines as are wiping down grocery carts and public transportation system surfaces. All are likely to stay for a while partly because this behavior has been reinforced by stores and transport systems. In fact, in the QualSights study, 71% of participants said they’re bringing their own cleaning products if they need to use public transportation.


Cleaner Cleaners

Microban24 isn’t the only new offering from Procter & Gamble; the company recently launched 9 Elements, a brand Inspired by the remedies and century-old strength of vinegar.

9 Elements has been designed to tackle hard water—which is present in 85% of US homes. Hard water, which contains dissolved minerals and heavy metals, are the surprise culprits behind some of what the brand says are the toughest cleaning challenges such as soap scum, odors and faded clothes. The metals and minerals can trap residues and odors.

“You may not realize it, but every time you clean, your water is working against you,” said Sammy Wang, senior scientist at 9 Elements. “A lot of consumers turned to vinegar to create a DIY cleaner to combat these problems, however, while vinegar has low pH cleaning power, it isn’t powerful enough on its own to clean the hard water problems around your home.”

Wang said the vinegar consumers buy at the store isn’t concentrated enough to clean on its own, either, especially when mixed with water. 9 Elements “supercharges” the power of vinegar with plant-based cleaning ingredients, Wang insisted.

Currently, 9 Elements Laundry Detergent and Purifying Softener are among the brand’s top sellers. The 9 Elements softener, according to P&G, is different from other softeners on the market as it dissolves heavy metals and minerals trapped by hard water to soften and freshen fabrics.  9 Elements Bathroom Cleaner is another top-selling product in the range. Additional roll outs are expected in 2022, according to Wang.

“The consumer knows what’s in the product and what it does,” said Wang, who told Happi that consumer reception has been “fantastic” across the whole line.

“Consumers have taken to the fact that our products are made with never more than nine ingredients and tackle your toughest cleaning problems which are caused by hard water such as soap scum and odor build-up in your clothes. Moreover, they appreciate the lemon and eucalyptus scents, especially after smelling bleach for so long,” said Wang.


Back To Natural

Before the pandemic, there was a shift underway toward more sustainable and natural cleaning products. But when COVID-19 hit, many consumers prioritized efficacy—and availability—over other attributes. But those changes are temporary, say observers.

In 2020, Meijer—a retailer that operates more than 256 supercenters and grocery stores in the US Midwest—recorded an increase of more than 60% in bath and surface cleaners and an increase of more than 50% in bleach. But once customers faced the realities of children, parents and pets spending so much time in close quarters, they developed strategies for what cleaners to use and where, which defines their current habits.

“Most families found themselves cleaning more frequently and thoroughly than ever before. Through this experience, they realized they have different priorities for different spaces in the home—wanting to disinfect high-touch areas like bathrooms and doorknobs, but opting for more natural ingredients for kitchens, nurseries and children’s play spaces,” said Angie Pagel, director of merchandising for household consumables at the Grand Rapids, MI-based retailer.

Stew Lawrence, CEO of CleanWell, saw a similar evolution.

“When the pandemic first hit, consumers threw that out the window. They wanted, what they perceived, to be the most high-powered cleaning product available to keep their families safe from COVID. However, as they used these products more regularly, they realized: ‘This product is bleaching my shirt’ or ‘It’s taking the surface off my furniture’ or ‘My skin is really dry after I clean.’ They started to pay closer attention to what actually made up the products they were using,” he told Happi.

The run on cleaning products helped CleanWell.

“With the demand for all cleaning products at an all-time high, sometimes consumers had to opt for a brand they hadn’t used before, but grew to love. This really allowed CleanWell to grow recognition and affinity for our brand. Many of those customers now choose CleanWell intentionally because of the benefits that a more sustainable, plant-derived cleaner offers,” Lawrence said.

Data suggests that consumers may stick with the brands they discovered during the pandemic. In QualSights’ survey of American consumers, 94% of participants said they were “extremely likely” to continue using the new products they have adopted.

Faced with soaring demand for cleaning products, retailers, too, were looking for new products to help fill empty shelves.

“This allowed companies like CleanWell to provide their product to the retailers to help meet demand. Ultimately, as customers started to shift their loyalty to brands like ours, the retailers opted to restock and give CleanWell a more permanent place on their shelves,” said Lawrence.

CleanWell also expanded its online availability—an area that hadn’t really been a priority. Lawrence said CleanWell partnered with a small number of e-commerce partners, including Thrive Market and Amazon, to develop specific multi-product bundles.

CleanWell saw an eightfold sales increase at the height of the 2020 pandemic over the previous year, according to Lawrence. And, the Denver-based company has continued its upward trajectory. CleanWell is “still seeing over 3x the total revenue that we saw pre-pandemic; and this has been driven by both velocity increases and distribution growth,” he told Happi.

The vow to eat-at-home more often is also good news for dish detergent makers, including Kris Jenner’s home care brand, Safely.

After its brick and mortar launch at Bed Bath and Beyond stores in March, Safely is set to expand with a new dish collection. SKUs include dish soap formulated with active, plant-powered ingredients that clean and sanitize with a “scent that transports you to a day at the spa,” according to the brand. Developed for use in warm and cold water, this low-sudsing formula is said to remove tough cooking stains, grease and baked-on messes while protecting and nourishing hands. Safely is also selling a hand-woven organic dish towels, reusable cleaning cloths to use instead of paper towels and sponges, and stylish brushes with birch wood handles and natural tampico and palm tree fiber bristles.


What’s Ahead

As 2021 comes to a close, cleaning product manufacturers remain focused on ingredient transparency and sustainability.

CleanWell’s main active ingredient is thymol, an antibacterial agent derived from plant essential oils that quickly kills 99.9% of the germs, microbes and viruses.

“The rest of our ingredients are plant and mineral based as well. We provided this information before it was required. This transparency is beneficial for consumers because it gives them more insight into the types of chemicals commonly used in their homes,” said Lawrence.

According to Lawrence, the push to disclose the ingredients is putting pressure on larger manufacturers.

“There is already legislation in place in California that mandates transparency for cleaning products—and similar right-to-know regulations are being worked on in New York—so this is just the start of what will likely be a nationwide trend,” he told Happi.

According to Euromonitor analyst Ian Bell, cleaning product companies have become much better at articulating their priorities whether it is ingredient usage, plastics reduction or water conservation.

The sea change can be seen across the category—from new-to-the-US brands like Orange House to startups like Cleancult to venerable players like SC Johnson.

Orange House partners with orange juice factories in Brazil and the US to use orange by-products and peels to create high-performance, cold-pressed essential oils for its products that include all-purpose cleaner, liquid laundry detergent, solid granule detergent pods and hand soap. Cleancult, which makes plant-based, zero waste cleaning products sold in recyclable, paper-based milk carton-style refills and reusable glass bottles, recently expanded its retail footprint beyond US market into Canada.

SC Johnson continues to reduce its plastics footprint. The company’s Windex Original, Vinegar Ammonia-Free spray bottles and Vinegar refills are made of 100% ocean bound plastic, and the company has committed to making 100% of its plastic packaging recyclable, reusable or compostable, along with tripling the amount of post-consumer recycled (PCR) plastic content, by 2025. Currently, 65% of SC Johnson’s plastic packaging is designed to be recyclable, reusable or compostable, and 19% of SC Johnson’s packaging is PCR, up from 10% in 2019.


New Cleaning Contenders?

Bell of Euromonitor suggested another challenge that may lie ahead. While cleaning products companies have historically owned the home hygiene space, heightened interest around health and safety is likely to bring in new voices from companies outside the cleaning aisle.

“A lot of industries can play into this, and it should be something that marketers need to keep in mind,” Bell told Happi, noting that Euromonitor will have a new assessment of the household cleaning marketplace ready in December.

It is already underway. Paint company PPG, for example, has received US Environmental Protection Agency (EPA) registration for its PPG Copper Armor antimicrobial paint containing Corning Guardiant technology.
The paint, which is available at paint stores and home improvement centers, continuously kills viruses and bacteria within two hours of contact with the painted surface—for up to five years. It relies on naturally occurring copper, which is known to have antimicrobial efficacy, and can be used on walls, trim and more.

“Now more than ever, our customers are seeking multiple layers of protection from viruses and bacteria on the many surfaces they’re touching while navigating the ongoing pandemic. PPG Copper Armor with Corning Guardiant technology is the first virus killing paint in the US, and will provide an extra layer of protection on the walls that surround us where we live, work and learn,” Tim Knavish, a PPG executive vice president, said in a statement.

According to the QualSights’ survey, consumers are willing to try new products to keep their spaces safe; in fact, nine in 10 consumers said they bought new cleaning products or devices like sanitizers, wipes, spray antibacterial cleaners and air purifiers.

Also tapping into the health and hygiene at home zeitgeist is 3M. While no stranger to cleaning category (it sells mops and sponges), the company recently announced a new home use efficacy test called Scotch-Brite Clean Scan. It measures microbial levels in common areas of the home (like the kitchen and bathroom).

Working with Phylagen, a San Francisco-based biotech company, Scotch-Brite Clean Scan tests for total bacterial quantity, Aspergillus quantity, listeria, Dermatophytic fungi, SARS-CoV-2 and more. According to Scotch-Brite and Phylagen, in an analysis of 100 consumer homes, one third tested had indicators of human fecal matter in the kitchen or bathroom. Of the homes with human fecal matter, 9% found it only in their kitchens, not their bathrooms, before cleaning. And what’s worse, approximately 50% of households still had human fecal matter present after cleaning.

Users sample bathroom and kitchen surfaces with Scotch-Brite Clean Scan swabs before and after cleaning, and then send in the kit. The lab will turn the kit around in about three days, providing customers with indicators about the cleanliness of their home and the effectiveness of their cleaning routine.  For the pilot launch, Scotch-Brite made a limited quantity of the tests available on Amazon for $249.

“The Scotch-Brite brand has a long history of innovative cleaning tools that help consumers power through messes to get the job done, and we are excited to offer this new solution to test cleaning effectiveness,” said Beth Edinger, president, 3M Home Care Division. “Collaborating with Phylagen accelerates our ability to help consumers keep their homes clean and healthy with science-based solutions.”


The New Normal…For Now?

While it remains to be seen if consumers will pay to see how poorly they are cleaning their homes, the efficacy of the products they use will remain a priority.

“With the threat of new COVID variants, consumers still want to know that products can help them stay safe from viruses and germs. Cosmetic and superficial claims that at one time might have mattered, like ‘sparkling clean’ or ‘fresh’ are not things people are prioritizing in the pandemic,” noted QualSights’ Advani.

According to Advani, more consumers described themselves as a “germaphobe” at the beginning of the pandemic than they do now—but they aren’t ready to toss in the towel, wipe or spray bottle just yet.

“From a qualitative sense, our participants seem to feel that their germaphobia isn’t as bad now as it was at the beginning of the pandemic. Though some participants still claim to be quite vigilant about their cleaning efforts. A few of our participants laughed when they thought about the lengths they went to stay germ free early in the pandemic—and they fully acknowledge their actions were extreme. However, many participants who previously considered various cleaning behaviors odd and extreme have now integrated it into their regular cleaning routine. As a result, they are less likely to feel ‘germaphobic’ now, and instead just see themselves as conscientious,” said Advani.

The COVID-19 pandemic has altered consumers’ mindsets—and behaviors—about home hygiene and cleaning. Need more proof? Look no further than social media. At press time, #cleantok had 22.1 billion views on TikTok. 

New Ingredients for Household Cleaning Products
 
Below are ingredients avauilable for household cleaning product formulations. For more information on a spceific ingrdient, contact the provider directly. 

Ashland LLC
Wilmington, DE
ashland.com
Email: kunal.kapsime@ashland.com

• Surfaguard
Description: Polymers for long lasting disinfection
Suggested Use Level: 0.5-2%
Applications: Polymers that provide long-lasting disinfection by extending the life of commonly used disinfectants, such as quarternary ammonium compounds.
Comments: water-soluble polymers that form substantive films on various surfaces such as glass, plastic, and stainless steel. EPA inert listed and not considered a microplastic, derogated from based on solubility.

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Evonik
Essen, Germany
evonik.com/personalcare
Email: cleaning@evonik.com

• TEGOTENS SD 100 MB 
Description:  Sorbitan ester surfactant
Suggested Use Level: 1% – 10%
Applications: Surface care, General home care cleaning
Comments: TEGOTENS SD 100 MB is a natural cleaning booster offering excellent surfactancy, emulsification,  and wetting. It is Ecocert certified, readily biodegradable, and non-ethoxylated – making it an excellent choice for eco-labeled products. It is broadly compatible and tolerant at pH 5 – 14.
 
 

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Stepan Company
Northbrook, IL
Website: www.stepan.com
Email: techserv@stepan.com

• MAKON UD-6 
Suggested Use Level: Concentrates: 2-5% by weight and RTUs: 1% by weight 
Applications: Degreaser, hard surface cleaner, industrial and institutional laundry and fast or easy-rinse applications. 
Description: MAKON UD-6 is a C11 branched alcohol ethoxylate that provides excellent degreasing performance across a wide range of surfaces and soils, even at lower use levels. Its low gelling properties compared to other nonionic surfactants also makes it easier to formulate concentrated products. In addition, MAKON UD-6 creates a thin, “dry” foam with less liquid content in the foam structure, making it better suited for fast or easy-rinse applications. MAKON UD-6 meets the U.S. EPA Safer Choice Program’s surfactant screen and is listed on CleanGredients.com. 
 
BTC 25M-SC 
Suggested Use Level: Per U.S. EPA-approved label and CSF
Applications: Disinfectant wipe and disinfectant spray cleaner. Comments 
Description: BTC 25M-SC is a biocidal quaternary active that is associated with two disinfectant wipes and one RTU disinfectant cleaner. One being our STEPAN® Disinfectant Wipe approved by the U.S. EPA to kill SARS-CoV-2, with a contact time of just 30 seconds! Click here to learn more and request a sample of BTC 25M-SC.