U.S. household expenditure on soaps and detergents 2007-2020

In 2020, average annual expenditures for soaps and detergents in the United States amounted to roughly 75.53 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 2020. That year, about 170 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 2020, Clorox, Tide, and Febreze were the most popular home care brands in the United States. Specifically, Clorox and Tide had about 362 and 330 million consumer reach points, respectively, while Febreze had acquired just over 318 million points. Clorox was ahead of the competition that year, with a household penetration rate of approximately 68 percent.