Groundhog Day foreshadowed an early spring, and daylight savings set in excitement for more sunshine. Now, March 19 will officially kick off spring. For some, the first day of spring means warmer weather ahead, and for others, it means the start of spring cleaning.
This year, many Americans are eager to get started on this annual cleaning event, as well as other spring-related activities around the house. Here’s what’s in store:
1. Six in ten will spring clean this year.
For the majority of Americans, it’s time to take on the chores that were swept under the rug during the winter months. A whopping 60% of U.S. adults will partake in spring cleaning this year – significantly outpacing all other spring chores. The second most common task on the to-do list is gardening, as 50% intend to garden or do yard work this spring. Following is cleaning/servicing cars and selling/donating items.
Older Americans are leading spring cleaning this year – 65% of adults 55+ and 70% of adults 45-54 will partake. Whereas only a third of Gen Z will spring clean this year. Instead, Gen Z is more likely than older Americans to focus on selling and donating items and doing an overall wardrobe haul. This aligns with recent CivicScience data showing that Gen Z is most likely to increase spending on clothing in the next month.
Additionally, Millennials and Gen X are leading home renovations and remodeling at 26%, and they could be using their tax refund to fund it. Gen X is also most likely to be doing work outside their home – 61% plan to garden or do yard work this spring.
Answer our Polls: Do you have any spring cleaning rituals?
2. Natural or Chemical Cleaning Products?
CivicScience data show that interest in natural cleaning products has grown the most in the last two years. Twenty-one percent use natural cleaning products most often, compared to 17% in 2023 and 16% in 2022.
Conversely, interest in chemical-based cleaning products is down from 2022. Thirty-eight percent use chemical cleaning products – down five points from two years ago and equivalent to last year’s levels.
The percentage who use both natural and chemical cleaning products equally has gone down four percentage points from last year, as fewer consumers are using a mix of the two.
Join the Conversation: Do you think all-natural cleaning products are as effective as traditional cleaning products? 🧽
3. Clorox remains a fan favorite.
A close look at a range of conventional and private-label cleaning brands shows that Clorox remains the top choice year-over-year for cleaning products. Sixty-four percent of U.S. adults typically purchase Clorox brand cleaning products, followed by 57% who purchase Lysol often.
Among private-label brands at big-box retailers like Target and Walmart, Great Value significantly leads. Nearly a quarter buy Great Value cleaning products often, up from 21% last year, compared to 8% who buy Target’s Up & Up brand. This could be the result of the increased interest in private label products and Walmart’s products being particularly popular among Gen Z.
Top Household Cleaning Products:
- Clorox: 64%
- Lysol: 57%
- Great Value: 24%
- Simple Green: 18%
- Mrs. Meyer’s: 13%
- Method: 10%
- Seventh Generation: 9%
4. Refillable eco-friendly cleaning subscriptions are strong competitors to longstanding household brands.
Refillable eco-friendly cleaning subscriptions are gaining considerable ground. Data show that the percentage who’ve used these types of products, such as Grove Collaborative, Cleancult, or Blueland, nearly doubled since last year (17% vs. 9% in 2023), and these brands have expanded across grocery stores too. Intent to try them has doubled from 6% to 12%, and consequently, awareness has grown considerably, with the majority now familiar with these types of products.
In particular, Whole Foods fans show the highest usage and intent in subscription cleaning boxes compared to other retailers, likely because these shoppers are eco-conscious and value sustainable goods. However, still over 30% of Target and Walmart shoppers express interest in these types of products – showing the growth potential of refillable products.
Overall, CivicScience data show that more Americans are adapting to clean, eco-friendly cleaning solutions compared to previous years. This is represented by the growth in natural cleaning products and heightened interest in refillable boxes. This trend will likely stay this spring and beyond.
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