New Formulas and New Brands Boost Home Cleaning Market

The boon from the pandemic is officially over for the household cleaning category.

Sales of household cleaners (spray disinfectants, toilet bowl cleaners, glass cleaners and the like) dropped 2.5% and unit sales plummeted 12.8%, according to recent data from Circana (see chart). Yet, hope springs eternal in the household cleaning category. Why? Spring has arrived in the US, and stakeholders in the category expect consumers will devote time and resources to their seasonal clean-up routines.

Spring Cleaning

The American Cleaning Institute’s (ACI) annual spring cleaning survey found that nearly three-quarters of Americans plan to spring clean at least once a year, and 45% of them plan to clean and organize more this year. Their priorities for deep cleaning include washing windows (75%), cleaning behind furniture (74%), cleaning appliances (71%), washing bedclothes and linens (70%) and scrubbing the floors (69%), according to the survey, which was conducted by Wakefield Research.

When they are ready to tackle these chores, American consumers can pick from a growing slate of new products. Several longstanding companies active in the cleaning category, unveiled brands that have been hitting stores shelves in grocery stores, mass market and box stores since the start of the year.

SC Johnson, for example, launched Family Guard into the US. The range includes two disinfectant sprays and two disinfectant cleaners that can be used on “100 surfaces.” The company, which is best known for Windex and Scrubbing Bubbles, says Family Guard formulations are safe to use around homes and pets. In fact, the brand includes a callout that reads “including where kids & pets play” right on the package.

The Family Guard brand may be new to American consumers, but it isn’t new to SC Johnson. Products with the Family Guard banner had been sold internationally before the brand’s US rollout into Target, Walmart and Amazon this year.

Players that have carved out success in the professional category are also targeting consumers with new retail lines.

Zep, for example, expanded its portfolio with Home Pro, a new collection that spans 10 products that can be used across the home, including bathroom and kitchen cleaners, disinfectants and pet clean-up products. The Home Pro line can be purchased in 14 mainstream grocery chains, including ShopRite, Publix, Harris Teeter, Winn Dixie, Ingles, Food City, Giant Eagle, SpartanNash and Market Basket. Zep says it will continually add more retailers; Target stores will come online next, according to the company.

Zep officials saw a gap in the category that needed to be filled.

“We sell professional strength solutions both B2B and direct to consumers through hardware centers like The Home Depot, Lowe’s and Walmart, but realized when shopping in grocery stores, that there was a lack of these professional grade products. We wanted to provide cleaning products that were efficacious, but also had on-trend scents and claims tailored to family and home-use,” said Shelbey Esposito, senior product manager for Zep.

The Home Pro range has a unique collection of scents—Eucalyptus, Sea Salt, Fresh Rain, Lemon, Orange Zest, Lavender and Sandalwood. In addition, specific formulations in the line fit in well with modern lifestyles.

Take, for example, Home Pro Fume-Free Oven Air Fryer & Microwave Cleaner. More than 25 million air fryers are sold annually, yet brand officials said they couldn’t find a product created specifically for these popular appliances. 

Home Pro’s product works differently than aerosol format oven cleaners that work on hot ovens.

“It was created to do routine cleaning on the inside of kitchen appliances,” said Esposito, noting that the formula is 100% biodegradable. Homeowners spray it on, wait a few minutes, and wipe, according to the brand.

Ecolab also rolled out a new retail line in partnership with The Home Depot—the first partnership of its kind in the I&I company’s 100-year history. The new Ecolab Scientific Clean product line offers cleaning solutions for commercial and industrial customers as well as homeowners. Products include degreasers, pressure wash concentrate, bathroom cleaners and floor cleaners and finishes.

“We’re excited to welcome Ecolab, one of the most well-known and trusted brands in delivering high quality cleaning products in the industry, to The Home Depot and are proud to offer the latest in cleaning technology to both our pro and DIY customers,” Jeff Kinnaird, executive vice president of merchandising at Home Depot, said in a statement. “Having Ecolab Scientific Clean on our shelves not only enables our Pro customers to deliver a professional clean, but it allows our DIY customers to bring that cleaning power into their homes, as well.”

A ‘Lively’ Launch

Another venerable company in cleaning, Faultless Brands, launched Lively, a line of probiotic household cleaning products. Faultless—which has been selling cleaning products since 1887—worked with Z BioScience, a pioneer in probiotic cleaning technology, to create the fragrance-free, biodegradable and pH-neutral product line. The alliance came about when Faultless approached the Tuscola, IL-based company to develop a line of commercial cleaning products. But Faultless officials said they saw potential in leveraging the technology in the consumer market.

“In many ways, Lively is a natural fit for our brand portfolio. We’re always seeking out new solutions in the home, laundry and fragrance spaces. One of our beloved brands, Bon Ami, has a loyal following for its gentle yet effective cleansing formula, so we knew there was an audience for cleaning solutions and pet care products that met that demand,” Patrick Sorensen, director of marketing for Faultless Brands, told Happi.

The line includes Multi-Surface Cleaner for dirt and odors from kitchen, bathroom and other household surfaces, Multi-Surface Cleaner & Degreaser, Laundry Stain Remover and Pet Multi-Surface Stain & Odor Remover. All eliminate bad bacteria for up to three days.

In addition to the surface products, the Lively line also includes products for use on—and inside—pets. Lively Pet Deodorizing Spray (see image on p. 90) helps clean pets between washes while Lively Pet Breath & Dental Health Water Additive improves pet’s breath and helps defend against plaque and tartar.

“We see pets as a key part of the family and wanted this product line to cater to their needs as well,” said Sorsensen.

Answering Consumers’ Cleaning Needs

Jelmar has expanded its roster with a new lavender scent CLR Brilliant Bath product. The multipurpose, multi-surface cleaner has EPA Safer Choice certification and a foam spray that cuts through dirt, calcium, lime, hard water deposits and soap scum. It can be used on most bathroom surfaces, including shower doors, sinks, bathtubs, tiles and toilet bowls.

“Universally, efficacy ranks top of the charts in how we choose our cleaning products. But the feeling and experience of what clean means differs from one person to the next, especially when it comes to fragrance,” said Alison Gutterman, CEO and president of Jelmar. “Our CLR Brilliant Bath Fresh Scent was designed to meet the needs of those who prefer less of a fragrant experience. But, for some, the idea of clean has a scent to it.”

Grove Collaborative recently released the new Grove Co. Fresh Horizons limited edition home care collection, which was created with Drew Barrymore. She is more than a celebrity influencer; Barrymore is an investor and the company’s global brand and sustainability advocate. The line—which has playful patterns, bright colors and “uplifting fragrances” like exclusive Palm Leaf Mist and Island Orchid—includes cleaner concentrates, laundry detergent sheets, hand and dish soaps, home accessories and more.

At the start of the year, Procter & Gamble unveiled Cascade Platinum Plus, which is described as the brand’s most powerful, patented cleaning formula to date and the biggest formula upgrade in a decade. It is designed to cut down on waste—specifically when consumers prewash dishes or rewash and then hand dry already washed-by-the-dishwasher dishes.

Cascade tested 10 prototype formulations and 13,000 test pods enroute to releasing the dual-power cleaning formula, according to P&G. The new formula features 50% more protein-fighting enzymes; 2x the amount of a new, proprietary enzyme to better fight stubborn starches and 2x the grease cleaning power of Dawn to remove grease, deliver improved shine and help dry dishes.

The team behind Cascade drilled down deep into how homeowners actually use products, including commissioning a survey of dishwasher users to learn more about their frustrations.  In the survey, Cascade found that at least once a week, people do extra work when running the dishwasher, including rewashing (57%) their dishes, manually drying (68%) or prerinsing/prewashing (86%). Nearly half (49%) of people feel stressed or overwhelmed when dishes are not clean enough to immediately put away when the dishwasher is done.

What’s more, consumers’ routines not only waste water, they waste time. Having to correct a dishwasher failure causes 48% of people to miss out on personal time, according to the survey data.

“For years we have heard people debate the need to prerinse dishes and express their frustration with having to rewash items that do not come out of the dishwasher perfectly clean the first time. When people do the job of their dishwasher, it is clear their dish washing routine is broken,” said Guerin McClure, VP-North America Dish Care, Procter & Gamble, in a statement.

With Cascade Platinum Plus, dishes go straight from the table to the dishwasher to the cabinet—so people can spend less time at the sink and more time doing things that they enjoy, according to the brand.

P&G also addresses pain points for consumers who don’t have access to a dishwasher, designing products that help make it faster and easier to wash dishes manually. For example, Dawn Powerwash Dish Spray was designed to help people clean as they cook, noted Juan Amador; brand director, P&G North America, hand dish.  “It has three cleaning boosters in it that give you the power of an overnight soak in minutes. This means you can get out of the kitchen faster, and back to what matters most,” he said.

According to Amador, as dish soap is one of the most touched household products, “Dawn has a unique ability to gain rich insights from the people who use our products, allowing us to design with their needs in mind.”

He cited Dawn Platinum EZ-Squeeze, which was rolled out last year. It was inspired by the need for mess-free experiences and better accessibility for people with disabilities or limited dexterity.  Specifically designed to stand on its cap, Dawn EZ-Squeeze’s bottle features patented no-flip cap technology and a first-of-its-kind self-sealing valve.

Outside Pursuits

Turtle Wax and WD-40 have new products on the market, too.

Known for its extensive car maintenance products, Turtle Wax has rolled out Streak-Free Mist. Launched last month (timed for National Car Care Month), it spans five interior and exterior products that give consumers a quick, effective and easy solution for auto detailing. The new line was designed to solve streaking, said to be a key issue faced by car owners who DIY. The collection contains a premium fine-misting sprayer that produces a smooth and continuous application while preventing over-use, according to the brand.

Exclusive to Walmart, the line includes products such as Streak-Free Mist Minute Wax, Streak-Free Mist Slick Glass 2 in 1 Detailer, Streak-Free Mist Leather Quick Detailer and Streak-Free Mist Slick Shine Quick Detailer (a waterless wash).

WD-40 Company—beloved by professionals and DIY fixit fanatics—rolled out WD-40 Specialist Degreaser and Cleaner EZ-Pods, a concentrated, industrial-strength formula that offers customized degreasing power. For everyday degreasing jobs, users drop one pod into 32 ounces of water. For tacked on grime, WD-40 suggests adding a second pod.  They work in any temperature water (but dissolve best in warm water) and can used in a variety of formats—spray bottles, buckets and power washers—and on many surfaces including plastics, rubber, neoprene, stainless steel, copper, painted areas and more. 

More Hands on Deck

While weekend warriors love to keep their cars and outdoor surfaces clean, their help is very much needed inside the home.

Dawn and Swiffer this year launched Home Eq[uity], an educational initiative designed to close the chore gap in households across North America by addressing the gendered division of household labor. The effort includes a school curriculum created with the help of educators and influencers. It includes “dinner table” discussion guides and practical “homework” designed to teach the next generation how to distribute household work fairly across all family members.

When it comes to household cleaning, the “many hands make light work” adage rings true. 

Febreze Marks 25th Anniversary Launched to address the problem of lingering cigarette smoke on clothes, Febreze is marking its 25th anniversary this year. This high-profile Procter & Gamble brand has been growing since its debut in 1998 as its R&D and product development teams have rolled out a series of innovations over the past quarter century to fight tough odors and help consumers scent their homes and cars. In 2004, Febreze entered the air freshening category with a novel nitrogen propellant and sleek shape that is well-recognized in the category. In 2010, Febreze launched what’s now known as Small Spaces to eliminate odors and exude a fresh scent in hard-to-reach places without an outlet for a plug-in. In 2016, Febreze combined its odor-fighting power with the fresh laundry scent of Tide. This year, two of the brand’s “OG” products—Febreze Fabric Refresher and Febreze Air—have been tweaked. Febreze Fabric Refresher has an upgraded formula that officials say is proven to deliver odor fighting power with longer-lasting freshness, even hours after spraying. It is currently available in Gain Original, Gain Island Fresh, Extra Strength and Downy April Fresh. Febreze Air has an upgraded sprayer that creates a wider and finer spray pattern, enabling each spritz to stay in the air longer while increasing the fragrance’s longevity. There has been an upgrade to the product’s name, too; it is now Febreze Air Mist.