Clorox Report: Americans Spend 5.6 Hours Weekly Cleaning; 74% Favor Multipurpose Products
Clorox’s Home Care Redefined report finds Americans now spend 5.6 hours per week cleaning—two extra sessions since 2016—and 74% of consumers favor multi-purpose wipes and sprays for convenience. Survey reveals 60% view cleaning as mood-boosting self-care, while 89% monitor air quality weekly, signaling opportunities for Clorox’s expanded wellness-focused product portfolio.
1. Report Overview
Clorox has released its Home Care Redefined report, detailing shifts in consumer behavior around cleaning, wellness, and convenience. The study draws on proprietary research to map current, next and future trends across time, wellness and convenience themes.
2. Rising Cleaning Frequency
Americans now spend 5.6 hours per week cleaning, up from 5 hours in 2016, adding two extra sessions to their weekly routine. In-the-flow cleaning—integrating quick tasks throughout the day—has overtaken marathon cleaning sessions as the preferred approach.
3. Wellness and Convenience Trends
Sixty percent of respondents say cleaning boosts their mood and confidence, transforming chores into self-care rituals. Convenience priorities have shifted, with 74% preferring multi-purpose wipes and sprays and 89% managing home air quality at least weekly to support whole-home wellness.
4. Implications for Clorox
These insights highlight opportunities for Clorox to expand its multipurpose and wellness-focused offerings, including air and water filtration systems. Emphasizing product innovation, seamless shopping experiences and technology-enabled solutions could drive growth and enhance brand loyalty.