Canadians are looking to streamline and speed up their typical cleaning routines with products that they consider safe for their families and the environment. COVID-19 has elevated the status of cleaning products by placing a greater emphasis on disinfection. As a result, consumer behaviours have shifted towards more frequent cleaning and sanitizing, while the link between home hygiene and health has received greater prominence. As concerns around COVID-19 subside, consumers will continue to prioritize health and safety elements of their cleaning products, and will seek value in the brands they select.

• The impact of COVID-19 on consumer behaviour and the household cleaner market

• How the market will fare during the COVID-19 recession

• Household cleaning and shopping behaviours

• Attitudes towards cleaning and household cleaning products.

This Report was written from May 19-June 19, 2020.

For the purposes of this Report, Mintel has used the following definitions for cleaning product areas of focus:

• Kitchen cleaning

• Mopping/sweeping floors

• Toilet cleaning

• Vacuuming

• Bathtub/shower

• Hard surface cleaning (eg countertops)

• Polishing/dusting items

• Fabrics and upholstery

• Windows