Cleaning and laundry 2024
Cleaning discussions on Mumsnet have grown 18% year on year (2022-2023) and are set to rise again
(Research published: November 2024)
We delved into the cleaning conversations happening on Mumsnet, where women share their habits, frustrations, and go-to product recommendations. With discussions on the topic growing year on year, cleaning is more than just a chore, it’s a key part of daily life, shaped by major life stages and seasonal shifts.
In this year’s cleaning insights, we explore:
The persistent gender gap in domestic cleaning, with women in male-partnered households still handling 75% of the workload
How becoming a parent sparks shifts in cleaning habits, with 1 in 3 switching products at this life stage
The rise of cleaning discussions on Mumsnet, with engagement up 18% year on year and set to grow again
Why the second half of the year sees the biggest spike in cleaning interest, driven by school holidays and Christmas
The strong link between a clean home and mental wellbeing, with 1 in 3 conversations on cleaning tied to maintaining a positive mindset
With Mumsnet recommendations ranking as a stronger influence than online reviews, expert advice, or influencers, there’s no better place to engage mums in authentic conversations about cleaning. Discover how your brand can tap into this growing space and become a trusted part of their cleaning routine.
