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Shifts in Home Care: Cleaning as Self-Care and Well-Being

KVIA•Friday, February 20, 2026 at 9:19 AM•Stacker

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AI Summary

Recent research from The Clorox Company highlights a significant transformation in home care practices among Americans, driven by increased time spent at home. Cleaning is now viewed not just as a chore but as a form of self-care, with people dedicating an average of 25 minutes daily to 'in-the-flow' cleaning. This shift reflects a desire for emotional rewards, with 93% of respondents feeling better when their home smells good. The report emphasizes that homes are now seen as essential to holistic well-being, prompting consumers to seek products that align with their health and values. As younger generations redefine cleaning tasks, the industry faces new expectations for convenience and performance.

Key Details: • Americans now spend an average of 25 minutes daily on cleaning tasks. • Cleaning is increasingly linked to emotional well-being and self-care. • 93% of respondents feel good about themselves when their home smells pleasant. • Younger generations are reshaping cleaning perceptions, promoting it as preventive care. • Consumers prefer multi-purpose cleaning products for simplicity and efficiency.

consumer-trends home-care self-care well-being cleaning

People & Organizations

The Clorox Company

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