Our Covid-19 Obsession With Cleanliness Is Here to Stay, Survey Finds

Nearly one year ago, Procter & Gamble's CEO John Moeller told analysts during an earnings call that consumers will likely have a "forever-altered" obsession with health, hygiene and cleaning due to the pandemic. So far, evidence is proving him right. Recent survey results from CPG measurement insights firm NCSolutions show that a quarter of U.S. adults do more frequent laundry since the Covid-19 outbreak began. Likewise, 41% of Americans say they are dedicating more hours to cleaning and disinfecting their houses. The survey took information from more than 2,000 American adults in an attempt to understand consumer habits one year after the pandemic. Among those who’ve allotted more time and money to cleaning their homes the past year, nearly one-third have no plans to return to their pre-pandemic habits. As Moeller put it, they are forever-altered. In total, NCSolutions estimates sales of cleaning products rose 36% between March 2020 through February 2021, compared to the previous 12-month period. The increase was higher than any other grocery category. “We definitely saw quite a significant uptick in sales and demand for our products,” said Melissa Hockstad, president and CEO of the American Cleaning Institute (ACI), a trade group that represents the likes of Unilever, Procter & Gamble and the Clorox Company. But it’s not like major players in the industry didn’t try to drum up business, either. In 2020, no CPG manufacturers spent more on digital advertising than Procter & Gamble (Dawn, Tide) and Unilever (Dove, Seventh Generation), according to data analytics firm Pathmatics. Last year, P&G's total spend amounted to $463 million, while Unilever's came to $148 million. Marketers focus on safety and education When the pandemic hit one year ago, everyone from schools to businesses had questions. As a result, traffic to ACI’s website spiked: Throughout 2020, the organization reported 25% more visits than 2019. “We were really that go-to source, and we saw ourselves as the entity to provide straightforward, easy-to-understand information and cleaning advice,” said Hockstad. She noted her organization often echoed guidance from government agencies, such as the Centers for Disease Control and Prevention, Food and Drug Administration and the Environmental Protection Agency. In their marketing efforts, some cleaning brands have also taken on the role of educator. "Chances are you have some questions right now," stated the narrator in a 30-second spot from Lysol on YouTube last summer. The ad went on to explain that Lysol disinfectant spray and disinfecting wipes could be used on more 100 different types of surfaces, killing up to 99.9% of viruses and bacteria. More recently, S.C. Johnson—maker of the stain remover Shout and bathroom cleaner Scrubbing Bubbles—teamed up with Sesame Street's Elmo to produce a series of videos about hygiene. "It's important that we all work together to help children respond to challenges like the Covid-19 pandemic," said Fisk Johnson, chairperson and CEO of S.C. Johnson, in a statement. "Our goal is to combine our expertise in science and innovation with Sesame Workshop's decades of experience in educating and connecting with children, so we can equip them with the skills needed to lead healthier and more environmentally conscious lives." Cleaning will stay important post-pandemic Meanwhile, Clorox has debuted the Safer Today Alliance, a new initiative with the Cleveland Clinic and CDC Foundation to provide education and guidance on health and safety as shoppers return to public places. An ad campaign announcing the program, created by ad agency FCB, is running from March through June. "Companies [are] continuing to share that straightforward information with consumers on safe and proper use of their products," Hockstad said. "Cleaning, laundry and disinfecting—it'll continue to be front and center for millions of Americans even after we get past the pandemic." Road to Challenger Brands: How iRobot Is Adapting to a Rise in Home Cleaning Amid Covid-19