U.S. expenditure on soaps and detergents 2021

In 2021, the average annual expenditures for soaps and detergents in the United States amounted to roughly 80.5 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.

Average annual expenditure on soaps and detergents per consumer unit in the United States from 2007 to 2021 (in U.S. dollars)

Characteristic	Average annual expenditure in U.S. dollars
2021	80.49
2020	75.53
2019	87.15
2018	92.05
2017	89.43
2016	82.13
2015	84.24
2014	79.89
2013	82.68
2012	84.71
2011	78.49
2010	81.94
2009	85.66
2008	81.1
2007	75.68

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Release date

September 2022

More information

Region

United States

Survey time period

2007 to 2021

Supplementary notes

A consumer unit consists of any of the following: (1) All members of a particular household who are related by blood, marriage, adoption, or other legal arrangements; (2) a person living alone or sharing a household with others or living as a roomer in a private home or lodging house or in permanent living quarters in a hotel or motel, but who is financially independent; or (3) two or more persons living together who use their incomes to make joint expenditure decisions. Financial independence is determined by spending behavior with regard to the three major expense categories: Housing, food, and other living expenses. To be considered financially independent, the respondent must provide at least two of the three major expenditure categories, either entirely or in part.

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