March 24, 2022

Surface Care: Home cleaning trends and social media searches

Consumers associate home care with wellness, pleasure and positive emotions.

The Covid-19 pandemic has made our homes into multi-purpose homes—a living space, an office, a retreat, a playground. Three main trends drive the Surface Cleanser category in 2021 and beyond: hygiene, home serenity, and sustainability.

In a series of articles devoted to Surface Care, we shall cover different trends, novel product formats and offer ideas on fragrance technologies to inspire your new launches. We’ll start by giving you an overview of the trends and explain how consumers think about home cleaning.

3 main Surface Care trends

The new trends emphasize products that offer cleaning and disinfecting solutions. Efficacy remains a top consumer expectation, while naturality is sought by consumers worldwide.


Home is a refugee. Cleanliness and hygiene is crucial. Consumers seek products that offer the ultimate results.

Home serenity

Consumers crave a sense of cocooning. They want their homes to feel inviting and cozy. Homecare brands can help consumers to preserve their mental and physical well-being with distinctive products and helpful routines.


Home cleaning products must be safe as well as sustainable. Brands have to be prepared to make verifiable claims.

Social media trends: Cleaning is reassuring 

Looking at the social media search terms, it’s clear that consumers are intensely focused on deep cleaning. This trend shows a steady increase. The terms “disinfecting” and “sanitising” are ranked among the top growth rate compared to the more neutral terms like “hygiene.” As you design your product presentation, try to include such terms, if appropriate.

Social media trends: Cleaning is about pleasure and positive vibes

Another notable trend is that running the household is no longer considered as a dull chore, but rather a way to enhance one’s well-being and improve overall wellness.

According to the Firmenich proprietary research, cleaning and organising home do not longer trigger negative emotions such as bored or annoyed. Instead, consumers describe it as pleasant, mood-bosting and positive.

The top ranking emotions related to home cleaning are :

  1. Love
  2. Pleasure
  3. Comfort
  4. Joyful
  5. Relaxed

Source: Firmenich Proprietary Global Online Survey, April 2020, N=600 per market (FR, UK)

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