Cleaning & Laundry 2026
With 236 million page views of cleaning and laundry content, Mumsnet is where brand battles in this category are won and lost
(Research published: April 2026)
Our new cleaning & laundry insight deck reveals that 236 million page views, 108k posts and 1 in 5 threads mentioning a brand make this one of the biggest conversation categories on Mumsnet. But behind the product chat sits something more charged: 80% of parents feel guilty when they don't keep on top of cleaning, 83% carry the mental load of noticing what needs doing, and 56% have changed how they buy or use products because of cost pressure.
Our latest cleaning & laundry deck explores the emotional weight behind everyday household tasks, the financial pressures reshaping what ends up in the basket, and how brands can show up in ways that feel genuinely useful - at the moments when routines are most open to change.
Download the full insight deck below to discover how your brand can show up in the right moments, connect with the right audience, and win in one of Mumsnet's most active categories.
