The American Cleaning Institute (ACI)

2010 National Cleaning Survey Findings


The following questions were asked of 1,008 American adults (500 men and 508 women). The independent consumer research study was completed February 25-28, on behalf of the American Cleaning Institute (formerly the Soap and Detergent Association), by Echo Research. The survey has a margin of error of plus or minus 3.1 percent.

What changes have you made, if any, in your cleaning or laundry routines in the past year?


  • Wash laundry in cold water more frequently (58%)
  • Switch to multi-purpose cleaning products (41%)
  • Use refillable cleaning products (38%)
  • Bought high efficiency or energy efficient washer or dryer (36%)
  • Do laundry less frequency (29%)
  • Make your own cleaning products (12%)


  • Women have changed their cleaning and laundry habits more significantly than men in the past year.
  • 64% of women vs. 50% of men wash laundry more often in cold water
  • 46% of women vs. 35% of men have switched to multi-purpose cleaners
  • 43% of women vs. 31% of men purchased refillable cleaning products

Have you ever read the directions on a package of laundry detergent?


  • Yes (62%)
  • No (38%)


  • As expected, men are less likely to "ask for directions." 68% of women have read the directions vs. only 55% of men.