Millennials’ love of the holistic lifestyle appears to be affecting what they think of products used to complete common household chores. New research from Mintel reveals that Millennials (23-40 year olds) who clean their homes are skeptical about using disinfectants driven by concerns about destroying “good” bacteria (61%), compared to just half (49%) of consumers overall. Furthering their interest in “friendly” bacteria, some 67% of Millennials say they are willing to try probiotic cleaners, nearly double (36%) the percentage of Baby Boomers who say the same.


While Millennials are motivated to protect “good” bacteria, overall, the majority of Americans are motivated to clean simply because it is part of their routine (62%), while half of consumers clean in preparation for guests or in response to unsightly dirt/grime (50% respectively).


The good news is nearly all US homemakers agree that cleaning prevents germs from spreading (88%) and helps them stay healthy (81%).


Ingredient awareness has become a top concern, with 79% of respondents agreeing it is important that cleaning products list their ingredients, rising to 83% of Millennials. These younger consumers are also more likely to agree (72%) that cleaning products with natural ingredients are safer than products with conventional ingredients, compared to 67% of all respondents.


“With young ‘housecleaners’ showing interest in protecting the ‘good’ bacteria found in their home, cleaning products with fewer ingredients, as well as alternatives to disinfectants, such as probiotics, have an advantage when targeting this key demographic. Clear labeling improves transparency for consumers who may choose products based on ingredients, eco-friendliness, free-from, or fewer ingredients overall. A key challenge may come in balancing important attributes...while limiting overall ingredients used,” said Stephen Brown, household analyst at Mintel.