Home Care Redefined:
A report on how evolving home routines are reshaping modern living
Home Care Redefined:
A report on how evolving home routines are reshaping modern living
People’s relationship with home is changing. So is their relationship with home care.
People’s relationship with home is changing. So is their relationship with home care.
This report by Clorox uncovers how Americans are prioritizing their time, health and well-being at home, both today and in the future. Discover what it takes to meet consumers’ evolving needs and champion them to thrive at home now and in the years ahead.
Time at home
As people spend more time at home, their view of home care is shifting and many chores are taking on new meaning.
average time spent cleaning weekly
Source: American Time At Home Survey
of Gen Z look forward to cleaning (vs. 18% of older consumers)
Source: Clorox Cleaning Behavior Monitor, August 2024
of people clean the air in their home at least weekly
Sources: 1. Mintel Health of the Home, 2025 | 2. Clorox Cleaning Beahavior Monitor
Wellness at home
Americans are more keenly aware of how their home environment influences health, and are increasingly interested in managing it holistically and proactively.
of consumers view cleaning as a way to boost their mood and confidence
Sources: Clorox Cleaning Behavior Monitor, August 2024
of consumers share that cleaning gives them a sense of safety and security
Source: Clorox Cleaning Behavior Monitor, August 2024
of consumers say a clean-smelling home improves how they feel about themselves
Source: Clorox Cleaning Behavior Monitor, August 2024
Convenience at home
Convenience used to mean faster. Now convenience means easing friction.
of consumers prefer multi-purpose cleaners to specialized ones, illustrating a prioritization of simplicity and enjoyability
Source: Clorox Cleaning Behavior Monitor, August 2024
way to clean is “in the flow,” adding cleaning into everyday routine vs. a multi-hour weekend task
Source: Clorox Cleaning Behavior Monitor, August 2024
