U.S. household expenditure on soaps and detergents 2007-2018

In 2018, average annual expenditures for soaps and detergents in the United States amounted to roughly 90 U.S. dollars per consumer unit. U.S. consumers used to spend closer to 80 U.S. dollars per year between 2007 and 2016, however, expenses have increased since 2017.

Spending on laundry and cleaning supplies

Compared to annual expenses for soaps and detergents, U.S. consumers spent roughly double that amount on laundry and cleaning supplies in 2018. That year, about 180 U.S. dollars was spent per consumer unit. Expenditures for laundry and cleaning supplies have increased considerably each year since 2014.

Home care brands in the U.S.

In 2018, Clorox, Tide, and Bounty were the most popular home care brands in the United States. Specifically, Clorox and Tide each had about 300 million consumer reach points, while Bounty had acquired just over 280 million points. Clorox was ahead of the competition that year, with a household penetration rate of approximately 65 percent.