By Laura Mahecha, Director I&I Cleaning Products
The professional cleaning industry is witnessing several trends that are divergent, with some leading to increased sales and others causing decreased demand for janitorial cleaning products. The industry has experienced significant ebbs and flows over the past 4–5 years as a result of the pandemic. Through detailed, regular surveys of end-use decision-makers among building service contractors, healthcare, education, foodservice, hospitality, industrial facilities, office buildings, government facilities, retailers, and others, Kline + Company has identified several key shifts.
Before the pandemic, the market could be broadly characterized as follows:
- Facility cleaning was mainly for appearance with a focus on removal of dust, debris, and waste from floors, surfaces, and waste bins.
- Scrubbing, top coating, and refinishing of floors were done only once/twice a year.
- Hand care products were mainly used in restrooms.
- Usage of antibacterial hand soaps was stagnant or declining due to concerns about bacterial resistance.
- Interest in green cleaning and sustainable business practices was growing slowly, and there were concerns about efficacy and higher prices compared to traditional chemicals.
During the pandemic, the janitorial industry rose to meet the challenges and its essential workers helped keep buildings clean and their occupants safe and healthy. During these trying times, the industry’s practices were generally characterized as the following:
- There was more frequent cleaning of facilities with a major focus on health and safety.
- Special attention was given to disinfection/sanitization of surfaces and hands. Also, the cleaning practices were more detailed.
- Hand care products were placed throughout multiple locations at facilities, and sales surged over 30% in 2020, according to Kline + Company’s data.
- Concerns about the spread of COVID-19 also led to increased usage of antibacterial hand soaps.
- More than half of respondents across all end-use segments reported using more antibacterial hand soaps than before the outbreak.
- During COVID-19, about a third of end users switched from environment-friendly products to stronger chemical-based products.
- This temporary shift away from green cleaning products was because end users wanted to be sure to kill COVID-19 germs.
Post pandemic, we are seeing the industry grappling with new challenges including scarce labor, inflation, and some fatigue among cleaning staff. Therefore, the market is currently characterized as:
- Many end users have returned to the pre-COVID frequency of floor care procedures.
- Usage of hand care products has normalized with less frequent use of hand sanitizers.
- Surface disinfection/sanitizing and hand care remain key components of cleaning.
- Increased cleaning and refilling of hand soap/sanitizer dispensers will continue, possibly cyclical, and will be done more often during cold/flu season, October through March.
- In Kline + Company’s recent survey, 52% of respondents said that they are still using more antibacterial hand soap than they did before the pandemic began.
- As more facilities transform into green buildings, the demand for green cleaning products and procedures is expected to increase. For instance, for facilities to get LEED certification, they must use cleaning products that meet the green performance threshold. According to Kline + Company’s survey, 7% of respondents said that they are using more green cleaning products now than before the pandemic.
Among the top trends that are impacting the future of the professional cleaning landscape are:
Work-From-Home Culture and Staff Shortages Driving Changes in Product Demand
With fewer occupants in office buildings each day, the demand for cleaning services has diminished. Also, a trend that emerged during the pandemic but continues due to severe staff shortages is the discontinuation of daily guestroom cleaning in many hotels unless specifically requested by guests. Consequently, cleaning frequency has been reduced to between stays in most hotels. As a result, overall consumption of cleaning products among hotels and office buildings is now lower compared to the peak of the pandemic but remains higher than pre-COVID levels. Recent sales increases in the industry are primarily driven by price hikes rather than increased consumption or usage.
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Surface Disinfection and Hand Hygiene Solutions to Drive Future Growth
Surface cleaning and disinfection will remain integral parts of maintaining clean buildings and keeping staff safe and healthy. Moreover, general awareness of good hand hygiene will lead to sustained increases for hand soaps and hand sanitizer. With less staff to perform various cleaning tasks, janitorial teams need quick, simple tools that are effective. Therefore, innovations such as multipurpose products, quick and easy tools like wipes, products designed for enhancing efficacy such as continuously active disinfectants, and IoT-driven technologies like smart dispensers are emerging to address these evolving needs.
High Demand for Sustainable Cleaning Solutions But Demand Varies by Sector
Growing demand for plant-based or botanical active ingredients such as citric acid, lavender, and thymol reflects a broader trend among end users seeking gentler, more natural alternatives for their cleaning needs. Innovations in eco-friendly wipes made from bamboo and cotton substrates, coupled with advancements in biodegradability, are also on the rise. However, the demand for environment-friendly products varies by sector, with strong interest from hospitality, healthcare, education, and foodservice industries, whereas office buildings, industrial facilities, and manufacturing plants somewhat lag.
In summary, the professional cleaning industry has experienced significant shifts in demand and trends over the past few years, especially due to the pandemic. Before 2020, facility cleaning focused mainly on appearance, with less emphasis on health and safety. However, during the pandemic, there was a shift toward more frequent cleaning, disinfection, and hand hygiene to ensure the safety of building occupants. Presently, as the industry faces new challenges such as labor shortages and inflation, there is a return to pre-pandemic cleaning frequencies, with less reliance on hand sanitizers. However, surface disinfection, hand care, and sustainable cleaning practices remain the important components of cleaning routines and will lead to future gains, coupled with a higher need for innovative cleaning products and tools.
Through its extensive range of products and services, Kline + Company delivers frequent, granular, and predictive analytics in the professional cleaning industry to help companies find a clear path to success, wherever they might be in their journey. To learn more, connect with an industry expert.
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