According to consumer trends data from Jungle Scout, nearly a quarter of consumers purchased more household cleaning supplies in the second quarter of 2023 than the first. This follows a pattern that has held steady since the second half of last year.
Percentage of consumers who report increased spending on cleaning products, compared to the previous quarter
In the last four years, many factors have contributed to an increased consumer focus on household cleanliness – not the least of which was the COVID-19 pandemic, which created sales spikes in the market beginning in 2020.
While product shortages that challenged brands and retailers during the pandemic have waned, consumer demand in the household cleaning products market has not.
On Amazon, sales in the household cleaning products market have grown 30% year-over-year.
Consumers seek trusted brands and more variety
A deeper look at popular cleaning products sub-categories on Amazon reveals that consumers are increasingly seeking out trusted brands by name while also demanding more variety and innovation in the market.
Laundry Detergent & Fabric Softener
Searches for laundry detergent are up across the board on Amazon, with data from Jungle Scout Cobalt showing that consumers are most interested in liquid detergent.
In the last 90 days on Amazon:
- Searches for “liquid laundry detergent” are up 3,560%
- Searches for “laundry detergent sheets” are up 542%
- Searches for “laundry detergent pods” are up 425%
Shoppers are also increasingly searching for long-standing market share leaders by name.
90-Day search trends for branded keywords in Amazon’s laundry detergent sub-category
- Tide pods: Up 545%
- Gain laundry detergent: Up 256%
- Arm & Hammer laundry detergent: Up 403%
- Earth Breeze laundry sheets: Up 675%
- OxiClean: Up 414%
Brand-specific searches for fabric softener are also on the rise.
90-Day search trends for branded keywords in Amazon’s fabric softener sub-category
- Downy fabric softener liquid: up 1,619%
- Bounty fabric softener liquid: up 646%
- Suavitel vanilla fabric softener: up 613%
- Snuggle exhilarations fabric softener: up 221%
For brands like Tide, Arm & Hammer, and Snuggle, these searches are fueling a spike in sales.
Revenue for Tide pods is up over 1,000% in the last month.
Revenue for Gain liquid laundry detergent is up over 950% in the last month.
Revenue for Arm & Hammer Plus OxiClean detergent is up over 2,000% in the last month.
Revenue for Snuggle Exhilarations liquid fabric softener is up nearly 3,000% in the last month.
Revenue for Downy ultra laundry fabric softener is up 463% in the last month.
Amazon searches for dish soap and detergent are also up, including brand-specific searches like those that are fueling growth for laundry detergent and fabric softener.
In the last 90 days on Amazon:
- Searches for “dishwasher pods” are up 497%
- Searches for “dish soap” are up 440%
- Searches for “dish detergent” are up 163%
90-Day search trends for branded keywords in Amazon’s dish soap sub-category
- Dawn dishwashing liquid: up 1,214%
- Cascade dishwasher pods: Up 792%
- Finish dishwasher pods: up 475%
- Blueland dishwasher detergent: Up 486%
- Seventh Generation dishwasher detergent: Up 366%
Established brands like Dawn, along with emerging leaders like Seventh Generation, are experiencing revenue growth as consumers increasingly seek them out by name.
Revenue for Dawn Ultra Power dishwashing liquid is up 245% in the last month.
Revenue for Cascade Platinum dishwasher pods is up 580% in the last month.
Revenue for Seventh Generation dishwasher detergent gel is up 348% in the last month.
Versatility is also trending in the household cleaning products category, with sales of all-purpose and multi-surface cleaners growing 26% year-over-year. Searches for these cleaners are up in the last 90 days, especially brand-specific searches similar to those emerging in the laundry and dish detergent sub-categories.
In the last 90 days on Amazon:
- Searches for “all-purpose cleaning spray” are up 4,609%.
- Searches for “multipurpose cleaners” are up 646%.
- Searches for “bulk multipurpose cleaner” are up 593%.
90-day search trends for branded keywords in Amazon’s all-purpose cleaners sub-category
- Mrs. Meyer’s multi-surface cleaner: Up 1,934%
- Awesome cleaner all-purpose: up 976%
- Pink Stuff cleaner: Up 963%
- Method all-purpose cleaner: Up 913%
- Lysol 4-in-1 all-purpose cleaner: Up 646%
For some all-purpose cleaning products, these increased searches are almost certainly fueled in part by widespread attention from shoppers and influencers across social media. Videos about The Pink Stuff all-purpose cleaner have 1 billion views on TikTok, while videos about La’s Totally Awesome Cleaning Spray have over 21 million.
These emerging brands, along with market share leaders like Mrs. Meyers, have seen revenue increases that coincide with the increase in brand-specific searches on Amazon.
Revenue for Mrs. Meyer’s All-Purpose Cleaner Spray is up 4,157% in the last month.
Revenue for Lysol Multi-Surface Cleaner is up 1,576% in the last month.
Revenue for Pink Stuff Miracle Multi-Purpose Cleaner is up 600% in the last month.
Revenue for La’s Totally Awesome All-Purpose Concentrated Cleaner is up 263% in the last month.
More Cleaning Products Trends on Amazon
Across all of these sub-categories, Cobalt data shows a growing demand for hypoallergenic, concentrated, and eco-friendly formulas. Many brands and products within the household cleaning products market are experiencing growth fueled by providing consumers with more sustainability and variety.
Revenue for Seventh Generation’s climate-friendly, ultra-concentrated laundry detergent is up 133% in the last month.
Sales for the brand Blueland, which offers plastic-free and eco-friendly dish soap, laundry detergent, and other cleaning products, are up 25% in the last 90 days.
Revenue for Woolite Hypoallergenic Laundry Detergent is up 315% in the last 90 days.
Amazon searches for Young LIving’s Thieves Natural Household Cleaner are up 1,174% in the last 90 days.
Revenue for Arm & Hammer Sensitive Skin Plus liquid laundry detergent is up 260% in the last month.
Challenges and Opportunities for Cleaning Product Brands
The 30% year-over-year sales increase in Amazon’s household cleaning supplies category highlights continued growth and consumer demand in this market. Consumers are actively seeking trusted brands, while also showing a growing preference for eco-friendly options and concentrated formulas that help to increase the longevity of their purchases.
For large brands and retailers selling cleaning products on Amazon, prioritizing brand recognition, diverse product options, and sustainability will be crucial for continuing to capitalize on this growing market.
Get more insights on the trends and preferences that are impacting Amazon sales of cleaning supplies and other household products this year by downloading our Amazon Health & Household Category Snapshot.
More reports on Amazon category and product trends:
About This Report
The product data in this report is representative of the U.S. Amazon market. Market insights on Amazon products were sourced from Jungle Scout Cobalt, an industry-leading market intelligence, advertising optimization, and ecommerce reporting platform powered by nearly 2 billion Amazon data points. Year-over-year comparison data reflects the period of January 1, 2023 – June 26, 2023, as compared to January 1, 2022 – June 26, 2022. 90-day trends data represents the 90 days leading up to June 26, 2023. 30-day trends data represents the 30 days leading up to June 26, 2023.
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