2). Cleaning as Wellness: The Mind-Body-Home Connection
Cleaning is no longer just a task, it is becoming a ritual tied to whole-home health, personalization, and mental & emotional regulation. A 2024 McKinsey wellness report noted consumers increasingly view home environments as extensions of self-care, driving premiumization around scent, gentleness, and “clean-label” chemistry.
Ingredients and formulations offering subtle, meditation-inspired fragrances & neurodivergent sensory profiles and are toxin-free and hypoallergenic are beginning to penetrate the consumer cleaning space. Manufacturers can also lean into personalization, helping consumers choose the right fragrance or the best product for their needs via online tools such as fragrance finders or quizzes.
Why does this matter?
- Major manufacturers are embracing the cleaning for wellness trend. Clorox has run its “Clean Feels Good” campaign, while ECOS focuses on human and pet-friendly positioning on its product portfolio.
- Companies such as The Laundress and Public Goods have established customization platforms where customers can “personalize” products by choosing suitable fragrances.
3). Healthy Home Microbiome & “Balanced Cleaning”
Maintaining a healthy environmental microbiome aligns with a wellness-driven Mind-Body-Home connection. Increasingly, home cleaning is becoming more about a microbiome-friendly approach and not just a “kill everything” approach. Probiotic cleaners, gentle, non-disruptive surfactant systems, and messaging around restoring, and not stripping, surfaces and fabrics will help manufacturers meet the perceived needs of their customers.
There is also an opportunity for Industrial and Institutional manufacturers to embrace this trend, but due to the need for disinfection and sanitization in heavily-trafficked areas, may be harder to accomplish.
Why does this matter?
- According to the American Cleaning Institute (2024), consumer interest in “targeted hygiene” is rising the focus shifting to where it is needed the most, while avoiding unnecessary chemical load.
4). Gamification & Digital Companion Apps Enter Home Cleaning
Digital tools are creating new engagement models, especially for Millennial and Gen-Z households. Apps such as Habitica and Tiimo help users structure routines through different habit-forming prompts and dompamine reward loops. This opens the door for brands to create their own apps that include push-notifications, AR/animation based “clean along with me” content, and data-driven product recommendations & subscriptions.
Why does this matter?
- Gamification transforms cleaning from a chore into a reward-drive behavior, increasing brand engagement and helping consumers build trust.
- It allows brands to offer their own digital companions that reinforce product usage and loyalty.
5). Social Media Acts as a Crowd-Sourced Education Hub
Social platforms continue to dictate and shape consumer expectations, including cleaning trends, in real time. Many brands and influencers are creating cleaning content such as before/after videos, ASMR-style cleaning, and influencer-led product discovery.
Why does this matter?
- The #CleanTok movement proves cleaning content is sticky. TikTok’s cleaning hashtags have generated billions of views, making social platforms an easy tool for brands to access.
- Consumers continually look to their favorite brands and influencers for trusted recommendations, accelerating the discovery of new formulations, formats, and brand rituals.
6). Transparency is Becoming Non-Negotiable
Consumers expect clarity on ingredients and sourcing, certifications, toxicity, and allergen listings. Brands have a chance to set themselves apart by embracing their sustainability journey to build consumer trust.
Why does this matter?
- With state-level chemical restrictions expanding (think PFAS bans), brands can proactively disclose and reformulate to capture and retain trust.
- Using third-party verifications, publishing ESG reports, and maintaining & publicizing sustainable manufacturing practices will start to become the necessary.
7). New Entrants Are Redefining the Home Care and I&I Markets
Notable, appliance manufacturers, and personal care & clothing brands are launching branded detergents and cleaners as part of an ecosystem strategy.
- Miele has recently launched its UltraPhase detergents, designed exclusively for TwinDos automatic dosing washers.
- Bath & Body Works has moved into laundry detergents.
- Fashion brands like Zara are offering laundry solutions based on specific sustainability pain points.
Why does this matter?
- New players bring built-in audiences and differentiated products.
- Traditional cleaning brands must start to innovate to stay relevant.
8). Multi-Functional & Concentrated Formats Win the Convenience Awards
Consumer fatigue with clutter and category overload is pushing the market toward fewer, more capable products. Highly concentrated refills and all-purpose/multi-surface cleaners offer sustainable claims and cost efficiency.
Extended-use formats and “do-everything” formulations help consumers move beyond the need for multiple products.
- Products like Dawn Powerwash and Clorox Free & Clear Compostable Wipes are already making waves in the market.
Why does this matter?
- Euromonitor reports multi-purpose cleaners are among the fastest-growing segment in home care due to inflationary pressures and consumer minimalism.
9). A Major Shift Toward Sustainable Packaging
Sustainability concerns continue to reshape the home-care aisle. In 2026, we should see momentum around plastic-free formats (tables, powders, sheets), aluminum, glass, and cardboard packaging, reusable containers, and biodegradable or recyclable refill pouches.
Examples that are already leading the way:
- Blueland (plastic-free tablets)
- CleanCult (plastic-free packaging)
- The Grove Collaborative (concentrated products and refills)
Why does this matter?
- The Ellen MacArthur foundation reports by 2030, reusable packaging models could reduce single-use plastic waste by up to 20% globally.
What do these trends mean for formulators and brands?
The bar for performance is rising. Consumers are looking for efficacy with a focus on promoting wellbeing of the body, mind, and home. Cleaning products must clean effectively and protect skin, surfaces, and air-quality. Innovation in packaging and performance properties will also help determine brand growth.
Expect an increase in demand for:
- Hair, dust and dirt repellents
- Microbiome-safe cleaners
- Low-tox biobased ingredients
- Products that maintain the life and garments and surfaces.
Manufacturers can stay relevant by creating digital experiences that involve both organic and influencer-based content. Apps, AI recommendations, gamification, and influencer partnerships will determine brand loyalty.
Brands that overcommunicate will gain a competitive advantage and increased trust from consumers over those that stay vague.
Innovation, sustainability, and wellness-centered formulations are defining the competitive landscape in 2026. Brands that embrace multi-functionalist, transparency, emotional wellness, sustainable design, and digital engagement will stay ahead as cleaning becomes a holistic part of modern living.
