The flowers are blooming, and households are brooming. According to Statista (2021), 67% of American households engage in spring cleaning every year. That means demand for a variety of cleaning tools and supplies, like mops, brooms, scrubbers and brushes.
As we all know, cleaning and disinfecting became a major priority for keeping people safe and healthy this past year. Unsurprisingly, the impact of Covid-19 on consumers cleaning habits has implications for this cleaning season and beyond. According to a recent report by the American Cleaning Institute (ACI), 46% of consumers plan to clean and disinfect more than they had in the past due to the cleaning habits they developed during the pandemic. As a result of the widespread boost in hygiene practices this past year, the global household cleaning tools and supplies market is expected to grow by $3.87B between 2020 and 2024 (Technavio).
To the make the most of this spring cleaning season, retailers can capitalize on shopper’s product trust. Consumers developed strong trust in their cleaning products in 2020. ACI reported that 86% of consumers are confident in their cleaning products’ ability to protect them against COVID-19. Educating shoppers on product attributes, including antimicrobial features, materials and manufacturing information, can help to build on shoppers’ trust in products available in stores.
Being flexible with assortments also helps retailers maximize cleaning sales. Supply chain challenges still strain availability of certain items. Providing substitute options for high demand items with limited inventory ensures that category sales remain strong. Educating customers about these newer products is particularly important for building customer trust in newer brands.