Age-Related Gender Gaps and the Emerging Market for Mens’ Cleaning Products


The results are in.

A new study by GlobalData has found that the gender gap in housework has finally almost closed.  Men and women are now doing nearly the same amount of housework.

In some households though, the cleaning gender gap is still pronounced, and you may be surprised to learn that the main factor linked to how much household cleaning each sex does, is the age of the people involved.

The study asked men and women between the ages of 18 and over 65 whether they cleaned their homes three times a week or more, and the results showed that the younger men and women are, the more likely it is that they will do a similar amount of housework.

The difference in answers varied between both genders, but the smallest gap was between the ages of 18 to 24, and 25 to 34. For these age groups, the balance was almost equal.

Between the ages of 18 and 25, for example, 55% of women answered that they clean their homes 3 times a week or more, and 50% of men said the same.

Between the ages of 25 and 34, the results were similar. 54% of women and 51% percent of men answered in the affirmative.

But after these ages, the gap begins to widen. The largest gap is between the ages of 45 and 54.

51% percent of women in this age bracket answered that they clean their homes three times a week, while just 39% of men said the same.

The gaps are also pronounced as the study progresses up through age 65+.

If you saw our recent blog post on how cleaning routines have changed over the years, then you’ll know housework has historically been largely undertaken by women.

As times progress, the balance is becoming much more equal, and this new study’s findings support this. But what does it mean for the cleaning industry?

Well, a new gap in the market has developed for cleaning products marketed specifically towards young men.

There is a strong argument that the cleaning process is entirely gender neutral; that there is no need for products to be classed as feminine or masculine when their purpose (cleaning) is identical.

But will this be the case? Or will new cleaning products arrive which specifically target young men?

We’ll take a look at what the answer may be, in a number of different areas:



Cleaning gadgets have seen a recent surge in popularity.

Wireless vacuum cleaners enable new levels of mobility. Roombas — roaming robotic vacuum cleaners — make it possible to start our cleaning routine and then simply forget about it.

New ‘smart home’ features enable us to control aspects of our home from our smartphones or tablet devices, allowing us to keep our homes in order without us even having to be present.

The appeal of gadgets and technology has been noticed by the cleaning and lifestyle industries, making it likely that smart cleaning products will become a fixture throughout all of our homes in the near future.

Notably, gadgets can help cleaning to become more game-like, which is considered to appeal to younger people, and to younger men especially.

All the possibilities for technological innovations to deliver increased ease and efficiency with regards to household cleaning routines, mean that gadgets are an exciting addition to the industry, and one which may particularly interest males.



Now, men and women can arguably gravitate to whatever colours they like best, without any stigma attached.

But in marketing, there is a still a perception that certain colours are more likely to attract female consumers and others will attract men.

Many cleaning products are in vibrant, colourful hues. The drive to attract younger men may see a shift towards more muted, sleek, and darker colours.



Floral or citrus scents have always been especially popular in cleaning products. There is now a greater range of choice than ever before — including in hypoallergenic ranges that are designed to not aggravate sensitive conditions.

The move to attract younger people, and young men especially, is expected to result in an even greater range of fragrances which may include woody, earthy, and spicier notes.



Convenience and time effectiveness are concerns for everyone. But for younger consumers in particular, studies have shown that quick solutions are always favoured.

The newest cleaning products marketed towards men and young people will likely prioritise speed, ease of use, and effectiveness.

On the other hand, another way to achieve greater results and convenience in your household cleaning routine, is to hire one of our wonderful cleaners!

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