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.

Average annual expenditure on soaps and detergents per consumer unit in the United States from 2007 to 2018 (in U.S. dollars)*

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Release date

September 2019


United States

Survey time period

2007 to 2019

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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Statistics on "Cleaning products industry in the U.S."

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