The UK home cleaning market is witnessing significant growth, particularly driven by the under-35 homeowners. Currently, 40% of this age group, who own their homes, are now utilising cleaning services—a stark contrast to the 15% usage rate among other age groups. This increase is largely attributed to the ongoing shift towards remote work and a greater emphasis on hygiene post-Covid, which have spurred demand for home cleaning services.
The trend of employing home cleaning services has been on the rise over the past decade, influenced by an ageing population and an increasing number of younger homeowners. This demographic has shown a shift in spending towards services that not only enhance lifestyle quality but also free up leisure time.
The demand for home cleaning has also been reshaped by the Covid-19 pandemic, which has led to more people working from home on a full or part-time basis, necessitating more frequent cleaning. Additionally, heightened awareness of cleanliness and hygiene due to the pandemic has further boosted the market.
Despite facing economic challenges such as the cost-of-living crisis in 2023, the home cleaning sector has demonstrated resilience. Andrew Watton, Managing Director of Diamond Home Support, comments on the industry’s endurance, stating, “Dust still settles in a recession.” He also observed that there has been a significant increase in expenditure on home cleaning services, which has surged by nearly 50% over the last six years, outperforming many other sectors.
Further, Watton adds, “What we have observed over the last decade is a consistent elevation in the priority that households place on cleaning services. Where once considered a luxury, professional home cleaning is now deemed essential by an increasing number of homeowners.”
