The Clorox Company Unveils Home Care Redefined: A Look at How Americans Are Reimagining Time, Wellness, and Convenience at Home

Rhea-AI Summary

The Clorox Company (NYSE: CLX) released Home Care Redefined on February 19, 2026, a consumer research report describing shifts in how Americans treat home care. The report highlights time, wellness, and convenience trends: weekly cleaning rose to 5.6 hours, emotional benefits of cleaning, and Gen Z's influence on simpler, joy-focused routines.

Key metrics: 60% see cleaning as mood-boosting, 74% prefer multi-purpose cleaners, and 89% manage air quality weekly.

Key Figures

Weekly cleaning time: 5.6 hours per week Weekly cleaning time 2016: 5 hours per week Extra cleaning sessions: 2 additional sessions per week +5 more

8 metrics

Weekly cleaning time 5.6 hours per week Average time Americans spend cleaning currently

Weekly cleaning time 2016 5 hours per week Average time Americans spent cleaning in 2016

Extra cleaning sessions 2 additional sessions per week Increase in weekly cleaning sessions vs prior routines

Cleaning boosts mood 60% Share of Americans who view cleaning as a way to boost mood and confidence

Multipurpose cleaner preference 74% Consumers preferring multi-purpose cleaners like wipes and sprays

Gen Z looks forward to cleaning 49% vs 18% Gen Z vs older consumers who look forward to cleaning

Air quality management 89% Consumers who manage their home air quality at least weekly

Clean smell boosts self-image 89% People saying a clean-smelling home boosts self-image

Market Reality Check

Price: $123.20 Vol: Volume 1,599,241 is below...

low vol

$123.20 Last Close

Volume Volume 1,599,241 is below the 20-day average (0.66x typical trading activity). low

Technical Price $123.20 is trading above the 200-day MA at $118.39, indicating a prior upward bias.

Peers on Argus

Sector peers are mixed, with only HIMS showing scanner momentum (up 3.54%), sugg...

1 Up

Sector peers are mixed, with only HIMS showing scanner momentum (up 3.54%), suggesting this consumer-insight report is stock-specific rather than part of a broad household-products move.

Historical Context

5 past events · Latest: Feb 04 (Neutral)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Feb 04	Conference appearance	Neutral	-0.1%	Announcement of CAGNY conference presentation with CEO and CFO webcast.
Feb 03	Earnings results	Negative	+1.5%	Q2 FY2026 sales and EPS declined but outlook was reaffirmed.
Feb 03	Marketing campaign	Neutral	+1.5%	Fresh Step launched cat-focused Valentine’s campaign with partners and promotions.
Feb 03	Correction notice	Neutral	+1.5%	Clarification of details for the Fresh Step ‘Date Cats, Not Humans’ campaign.
Jan 22	Acquisition deal	Positive	+1.1%	Agreement to acquire GOJO Industries, expanding skin health and hygiene reach.

Pattern Detected

Recent CLX news has mostly seen price moves aligned with sentiment, except for Q2 earnings where shares rose despite softer results.

Recent Company History

Over the past month, Clorox has combined financial updates, strategic M&A, and brand-building campaigns. Q2 FY2026 results showed softer net sales of $1.67B and lower EPS, yet the company reaffirmed its FY2026 outlook. Clorox also announced the acquisition of GOJO, maker of Purell, to strengthen its health and hygiene portfolio. Marketing efforts, including the Fresh Step ‘Date Cats, Not Humans’ campaign and a CAGNY conference appearance, underscore a focus on brand engagement. The new Home Care Redefined report extends this trajectory by emphasizing evolving consumer attitudes toward home care and wellness.

Market Pulse Summary

This announcement highlights shifting consumer behavior around home care, with greater focus on well...

Analysis

This announcement highlights shifting consumer behavior around home care, with greater focus on wellness, mood, and convenience. For Clorox, these insights complement recent strategic moves like the GOJO acquisition and brand campaigns, reinforcing its positioning in health and hygiene. Investors may watch how preferences for multi-purpose cleaners (74%), increased cleaning time to 5.6 hours weekly, and rising interest in air-quality management (89%) inform future product innovation and marketing priorities.

Key Terms

multi-purpose cleaners

1 terms

multi-purpose cleaners technical

"three out of four consumers (74%) who prefer multi-purpose cleaners like wipes and sprays"

Household products designed to clean a variety of surfaces—such as counters, floors, glass, and appliances—so consumers can replace several single-use cleaners with one bottle. For investors, these items matter because they represent stable, high-frequency consumer purchases with predictable demand, often driving steady sales, brand loyalty and margins in the cleaning-products category much like a multi-tool simplifies chores by handling many jobs at once.

AI-generated analysis. Not financial advice.

• Report underscores the evolution of home care from a string of chores into a meaningful source of accomplishment, satisfaction, and self‑care
• Awareness of the home's influence on family health is rising, and younger generations are taking a more proactive, wellness‑focused approach to home care
• Convenience is being reimagined: consumers now value ease and enjoyment over sheer speed in their everyday routines

OAKLAND, Calif., Feb. 19, 2026 /PRNewswire/ -- The Clorox Company (NYSE: CLX) today announced the release of Home Care Redefined, a first-of-its-kind report designed to define the evolving landscape of consumer home care. Drawing on extensive consumer research and insights, the report details how Americans are caring for their time, their health, and their well-being at home, both today and in the future.

Report reframes home care beyond chores as a source of accomplishment, satisfaction, and self‑care

"Consumers' expectations of home care have fundamentally changed," said Oksana Sobol, vice president of marketing insights at The Clorox Company. "When time and money feel more precious than ever, people are looking for superior experiences that feel worthwhile, supportive, and even rewarding."

Key Findings
Organized in three sections — Time at Home, Wellness at Home, and Convenience at Home — the Home Care Redefined report explores each theme from a now, next, and future perspective, offering a holistic view of current consumer realities and emerging trends.

Time & Tempo: Cleaning's Upbeat Rhythm

• Americans are cleaning more often, spending 5.6 hours a week on average (up from 5 hours in 2016) and adding two additional cleaning sessions to their weekly routines. The increase is even more pronounced among parents and pet parents.
• How people clean has also transformed. In-the-flow cleaning is now the top way Americans clean. Rather than dedicating large blocks of time to chores, people are integrating quick, purposeful cleaning moments throughout the day.

More than Messes: New Reasons to Clean

• Cleaning is no longer just about functional outcomes like removing stains or disinfecting. Most consumers say social and emotional factors are now top reasons why they clean. Additionally, 60 percent of Americans view cleaning as a way to boost their mood and confidence.
• With more time at home, consumers are increasingly prioritizing their wellbeing, and cleaning is becoming a secret weapon for their mental health – and a way to find peace and control in an increasingly volatile world.

Main Character Energy: Joy in the Journey

• Gen Z is helping everyone change the narrative on everyday tasks — like Girl Dinner, Mental Health Walks, and Giving the Dishes a Bath — by turning them into small moments of joy that emphasize experiences rather than just outcomes.
• Convenience is no longer about just getting things done faster; it's about making tasks easier and more enjoyable. Convenience is also about simplicity, evidenced by the three out of four consumers (74%) who prefer multi-purpose cleaners like wipes and sprays over specialized ones.

Gen Z, Gen Zen: Minimal Effort, Maximum Vibes

• Gen Z brings a new outlook to cleaning, with nearly half (49%) looking forward to it (vs. 18% of older consumers) and 41% feeling that simple tasks like wiping surfaces are sufficient.
• From social media‑inspired routines to #oddlysatisfying results, cultural influence is shaping expectations, highlighting simplicity, versatility, and visible payoff.

Whole Home Cleaning: Thinking Beyond the Surface

• Consumers are beginning to understand how their home environment affects their health, driving interest in whole‑home air and water filtration and pollution‑control systems. Today, 89% manage their air quality at least weekly.

Scent & Status: The Vibe of a Clean Home

• Eighty‑nine percent of people say a clean‑smelling home boosts their self‑image, and younger consumers increasingly want solutions that enhance their home environment, including the 21% who prefer trash bags that match their décor and atmosphere.

Why it Matters
As people's relationship with home is changing, so is their engagement with home care. Better meeting consumers' health, convenience, and wellbeing needs will demand new benefits, seamless shopping experiences, product innovation, and smarter and friendlier technology – all with a sprinkling of moments that bring joy along the way.

"This report shows how home is more than a place — it's a reflection of people's lives, values, and aspirations," Sobol added. "That's why as people spend more time within their homes, we're committed to easing challenges and sparking joy in even the smallest moments. For us, it's never just about cleaning, trash, or home management — it's about helping people thrive."

About the Report
Home Care Redefined was developed in collaboration with Human8 and is grounded in proprietary research from The Clorox Company, alongside broader industry insights. Unless otherwise noted, findings are based on the Clorox Cleaning Behavior Monitor.

To read the complete Home Care Redefined report and explore the latest insights into the future of home care, visit https://www.thecloroxcompany.com/home-care-redefined/

About The Clorox Company
The Clorox Company (NYSE: CLX) champions people to be well and thrive every single day. Headquartered in Oakland, California since 1913, Clorox integrates sustainability into how it does business. Driven by consumer-centric innovation, the company is committed to delivering clearly superior experiences through its trusted brands including Brita®, Burt's Bees®, Clorox®, Fresh Step®, Glad®, Hidden Valley®, Kingsford®, Liquid-Plumr® and Pine-Sol® as well as international brands such as Chux®, Clorinda® and Poett®. Visit thecloroxcompany.com to learn more. 

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SOURCE The Clorox Company

FAQ

What main trends did The Clorox Company (CLX) identify in the Home Care Redefined report?

The report highlights Time, Wellness, and Convenience as core trends reshaping home care. According to The Clorox Company, Americans now clean more often, prioritize mood and wellbeing, and value ease and enjoyment over mere speed.

How much time are Americans spending on cleaning weekly according to CLX's report?

Americans now spend an average of 5.6 hours per week on cleaning, up from 5 hours in 2016. According to The Clorox Company, parents and pet parents showed larger increases and added two weekly cleaning sessions.

What percentage of people view cleaning as improving mood in the CLX Home Care Redefined report?

The report found that 60% of Americans see cleaning as a way to boost mood and confidence. According to The Clorox Company, cleaning is increasingly framed as self-care and a source of emotional wellbeing.

How does Gen Z approach cleaning differently in CLX's findings?

Gen Z treats cleaning as experience-driven and often enjoyable, with 49% looking forward to it versus 18% of older consumers. According to The Clorox Company, Gen Z favors simplicity, versatility, and social-media–inspired routines.

What convenience preferences does CLX report show among consumers for home care products?

Consumers prefer simplicity and versatility, with 74% favoring multi-purpose cleaners like wipes and sprays over specialized products. According to The Clorox Company, convenience now means tasks that are easier and more enjoyable, not just faster.

What home health behaviors did The Clorox Company (CLX) report highlight for 2026?

The report noted rising attention to whole-home health: 89% manage air quality at least weekly and growing interest in air and water filtration. According to The Clorox Company, consumers link home environment to family health and wellbeing.