Out with the Old, In with the Green: 2024 Cleaning Trends

Out with the Old, In with the Green: 2024 Cleaning Trends

The household cleaning products industry has seen steady growth over the past decade, driven by busy modern lifestyles and a growing awareness of hygiene and cleanliness. Household cleaning refers to products used for routine cleaning and maintenance tasks in the home, including surface cleaners, toilet cleaners, laundry detergents, dishwashing liquids, and more.

Global sales of household cleaning products were estimated at over $114 billion in 2022. North America and Europe represent the largest regional markets, though emerging economies are seeing rapid expansion as incomes rise. The industry is dominated by large multinational companies such as Procter & Gamble, Reckitt Benckiser, and SC Johnson.

Consumers today demand effective cleaning performance along with convenience and value. At the same time, there is growing interest in sustainable and eco-friendly products as awareness of environmental issues increases. These trends are shaping product innovation and new product development in the household cleaning industry.

Eco-Friendly Ingredients

One of the biggest trends in household cleaning products for 2024 will be the continued shift towards more natural, eco-friendly ingredients. Brands are increasingly using plant-based components in their formulas over harsh chemicals.

For example, there has been a rise in plant-derived surfactants to replace petroleum-based detergents. Surfactants help lift dirt and grease while keeping surfaces clean. Coconut and palm oils are common sources for these plant-based cleaning agents.

Consumers are also demanding more products made with essential oils rather than artificial fragrances. Essential oils add natural scents using extracts from flowers, herbs, fruits and other plants. Lavender, lemon, and tea tree oil are popular choices often found in green cleaning products.

The move towards plant-based ingredients responds to growing environmental concerns over using sustainable, renewable resources. It allows brands to reduce their reliance on ingredients derived from fossil fuels. As consumers continue to seek out eco-friendly products, expect to see more natural, botanically-sourced components in cleaning formulas in 2024.

Natural Fragrances

One trend in household cleaning products for 2024 is the use of more natural fragrances like essential oils. Many consumers are seeking products with gentler scents derived from plants and essential oils rather than synthetic fragrances.

Brands like Mrs. Meyer’s and Seventh Generation have seen success by using plant-based essential oil fragrances in their products. Lavender, lemon, and eucalyptus are popular scents that provide a natural aroma without harsh chemicals.

Essential oil fragrances allow cleaning brands to create products that smell clean without irritating sensitivities. They also appeal to consumers looking for a more spa-like experience when cleaning their homes.

Look for more cleaning products to highlight their use of essential oils like tea tree, peppermint, rosemary, and citrus oils in their scent profiles in 2024 and beyond. These natural fragrances deliver a pleasant smell using ingredients aligned with the clean living movement.

Innovative Packaging

Packaging has become a major focus for brands looking to reduce waste and appeal to eco-conscious consumers. Expect to see more creative solutions in 2024 that cut down on single-use plastics and unnecessary packaging materials.

Refillable Containers

Refillable containers will pave the way for more sustainable packaging in cleaning products. Brands like Blueland and Grove Collaborative already offer dissolvable tablet refills that consumers add to reusable bottles. This cuts down on plastic waste from traditional bottles that are used once and tossed. More companies will follow suit with their own refillable systems. Consumers save money on refills while supporting sustainability.

Compressed Tablets

Tablets compressed with concentrated cleaner will also gain popularity for their portable, compact size. Brands like Cleancult sell dissolvable tablets for laundry and dishwasher detergent that compress the formula into small, portable pills. Consumers add the tablets to wash cycles for fresh cleaning power using a fraction of the packaging. The compressed format allows for easy shipping and storage too. Expect more cleaning products to experiment with compressed tablet technology as an alternative to bulky plastic bottles in 2024.

Smart Devices

The rise of smart home technology is making its way into cleaning products. More companies are developing WiFi-connected devices that automatically dispense cleaning solutions.

For example, devices like the Droplet IoT system allow you to remotely monitor and control dispensing of cleaning concentrates. Sensors in the device track usage and can automatically reorder supplies when they run low.

Other smart dispensers like the Surro can be programmed to release preset amounts of cleaning solution at scheduled times. This takes the guesswork out of measuring the right amount of cleaner.

Auto-dispensing systems provide more consistent and accurate dilution of concentrates. They reduce waste from overuse or spills. Smart dispensers also enable data collection to optimize cleaning processes over time.

Integrating cleaning products with home automation networks is still an emerging trend. But expect to see continued innovation in this direction, especially for commercial cleaning applications. Smart dispensing will likely become a standard feature in coming years.

Regulatory Impacts

Governments and regulatory agencies are implementing new policies and regulations that impact the ingredients and labeling of cleaning products. This is pushing companies to reformulate products to meet higher safety and transparency standards.

Ingredient Transparency

There is a growing demand from consumers for full ingredient transparency. Regulations like California’s Cleaning Product Right to Know Act now require manufacturers to disclose all ingredients on product labels and websites. The EU is also considering ingredient transparency regulations. This will push companies to simplify ingredient lists and reduce potentially harmful chemicals.

Safety Standards

Regulators are setting higher safety standards for cleaning ingredients. The EU recently banned over 27 substances in household cleaners. The EPA is also evaluating chemicals like ethyl alcohol and methanol. Brands will need to innovate new formulations to meet tighter regulations on disinfecting, sanitizing, and antimicrobial claims. Consumers are also demanding third-party certifications like Safer Choice and EPA Design for the Environment that verify a product meets stringent safety standards.

Multipurpose Products

All-in-one cleaners that can be used for multiple surfaces and purposes will continue growing in popularity in 2024. These provide added convenience for consumers by eliminating the need to purchase separate specialized products. Major brands are expanding their lines of all-purpose cleaners that can tackle countertops, appliances, floors, bathrooms, windows, and more.

New innovations allow a single product to cut through grease, soap scum, dirt, and grime across the entire home. Some even contain disinfecting properties to sanitize as they clean. Packaging and marketing materials emphasize the versatility and effectiveness of these multipurpose cleaners. Simplifying cleaning routines is a key driver, as consumers want to get more done in less time.

Streamlining the number of products needed saves space under sinks and reduces plastic waste as well. From spray bottles to wipes, look for more all-in-one formulations that maximize efficiency. Brands able to deliver excellent cleaning power across multiple surfaces while using gentler and greener ingredients will have a competitive edge. Multipurpose cleaners that are plant-based, non-toxic, biodegradable, and made from post-consumer recycled materials will be particularly popular.

Value Packs

Household cleaning brands are increasingly offering value packs and bulk options to appeal to budget-conscious consumers. Combo packs that include multiple complementary products are becoming more popular. For example, consumers can purchase multi-surface cleaner alongside bathroom and glass cleaners in one discounted bundle.

Brands are also rolling out larger sizes or bulk refill options for their best-selling products. A gallon-sized all-purpose cleaner or extra-large bag of laundry detergent allows households to save money on the cleaning staples they use frequently. Subscription and auto-replenishment programs for bulk sizes are also gaining traction. These provide the convenience of home delivery, often with additional discounts applied.

Value packs enable brands to secure customer loyalty and increase the average transaction value. Offering a range of bulk sizes and combo packs caters to diverse consumer needs. Some households want to stock up on their go-to products, while others prefer to try a sample bundle of new items. As consumers continue looking for more value in 2024, expect leading cleaning brands to expand their packaging formats and product bundles accordingly.

Sustainable Sourcing

Sustainable sourcing will become an increasing priority for cleaning product brands in 2024. Consumers are becoming more aware of the environmental and ethical impacts of product supply chains. Brands will need to focus on establishing ethical and environmentally-responsible supply chains.

Key areas of focus will include:

  • Traceability – Consumers want reassurance on where ingredients are sourced from. Brands will need full traceability across their supply chain to identify any risks of unethical practices.
  • Environmental standards – Sourcing policies and auditing will be required to ensure suppliers meet stringent environmental standards around waste, emissions and resource use.
  • Worker welfare – Brands will need to ensure safe and fair working conditions across their supply chain through audits and collaboration with suppliers. Adhering to human rights principles will be a priority.
  • Sustainable materials – Renewable, recycled and upcycled materials will need to be prioritized. Single use plastics will come under increasing scrutiny unless from recycled sources.
  • Local sourcing – Shorter supply chains and sourcing ingredients from local communities will be preferred by conscious consumers.

With supply chain transparency becoming the norm, cleaning brands will need robust ethical and environmental policies to back up any sustainability claims. Those taking a leadership position on sustainable sourcing will gain a competitive advantage.


In summary, the household cleaning product industry is expected to see several notable trends in 2024. Eco-friendly ingredients will continue to grow in popularity as consumers demand more natural and biodegradable formulas. Innovative packaging solutions like concentrated formulas, dissolvable pods, and reusable containers will also gain traction to reduce plastic waste. Smart cleaning devices that connect to phones or voice assistants may disrupt the market as well.

Regulatory impacts are also forecasted in 2024, with agencies like the EPA and FDA expected to update guidelines on chemical safety and transparency. This could spur more brands to voluntarily list all ingredients. Consumers will likely see more value-focused offerings too, including multipurpose cleaners and bulk packs. Sustainable sourcing of raw materials is another area brands can improve.

Overall, 2024 is positioned to be a year of evolution for the household cleaning industry. Both startups and major players will need to adapt products and operations to satisfy consumer demand for convenience, effectiveness, sustainability, and safety. Companies that get ahead of these trends will be best equipped for success.

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