The household surface cleaning market is characterized by slow growth and low innovation, but there is reason for optimism. Brands are beginning to trial new formulas and formats that will enhance convenience, health, safety and the consumer experience. The market needs to adapt to changing consumer lifestyles, where there is a strong desire to save time and reduce the health impact of cleaning the house. Improved brand transparency and recent launches that better support quick, ad hoc cleaning are steps in the right direction.

All-purpose cleaners and wipes are the category’s primary growth drivers and these segments led the market to modest growth of 2.3% sales increase in 2018 (est). Looking ahead, Mintel predicts the category to grow by $427 million to reach $5.8 billion by 2023.

For the purposes of this Report, Mintel defines the household surface cleaner market as consisting of the following segments:

• All-purpose cleaner/disinfectant

• Toilet/tub/tile cleaners (abrasive tub/tile cleaner, nonabrasive tub/tile cleaner, toilet bowl cleaner, lime/rust remover)

• Specialized surface cleaners (drain cleaner, glass cleaner, spray disinfectant, oven/appliance cleaner, metal cleaner/polish)

• Household cleaner cloths

• Floor cleaners/wax removers

• Furniture polish