In recent years, the very concept of home cleaning has changed. It is no longer just about “removing dirt,” but about doing so in a way that is mindful and aligned with increasingly shared values such as sustainability and material quality. This shift affects not only cleaning agents, but also cleaning tools—such as brooms, mops, and accessories—which remain essential in everyday household routines.
Today, consumers no longer purchase out of habit.
A More Conscious Consumer, Even in Everyday Choices
Growing awareness of what enters the home is confirmed by several studies. According to the Consumer Research Report 2025 by A.I.S.E. (International Association for Soaps, Detergents and Maintenance Products), based on over 4,600 interviews across 23 European countries, consumers increasingly associate cleaning products with concepts such as safety, proper use, and sustainability. They also express a clear need for transparent and easy-to-understand information about the products they buy.
This demand for transparency is not limited to chemical products like degreasers and detergents. Tools such as brooms and mops are also evaluated based on ease of use, materials, durability, and environmental impact.
In Italy, this trend is particularly evident. According to a study on household hygiene habits published by Germo, 66% of Italians say they always read product information before purchasing cleaning products, while 74% consider clear and understandable instructions essential. This reflects a more attentive and responsible approach that extends to the entire cleaning experience, not just the final product.
Despite technological advancements and the spread of electric devices, brooms and mops remain indispensable in households—and the data confirms it.
According to the Household Cleaning Tools Market Report 2025 by Global Growth Insights, the global market for brooms and mops has reached an estimated value of $27.33 billion, with a projected annual growth rate of 7.1%. This represents a significant share of the home cleaning market, demonstrating that these tools are far from outdated—they are simply evolving.
What is changing is not their function, but the standards expected of them. The same report highlights how an increasing share of purchasing decisions is influenced by factors such as ergonomics, materials, and user comfort—elements that were considered secondary until a few years ago.
Ergonomics and Comfort: Less Effort, Greater Efficiency
Cleaning is a repetitive and often physically demanding activity. It is therefore no surprise that consumers are seeking tools that make this task easier.
According to Global Growth Insights, around 41% of purchasing decisions in the manual tools segment are influenced by ergonomic features, such as more comfortable handles, more efficient wringing systems, or designs that reduce physical strain. Similarly, the use of materials such as microfiber in mops now accounts for approximately 38% of the market, thanks to their ability to improve cleaning performance while reducing the time required.
Sustainability
Sustainability has become a concrete evaluation parameter. In the cleaning tools sector, this translates into a focus on materials and durability.
According to the Manual Cleaning Products Market Report 2024 by Global Growth Insights, around 49% of European consumers prefer tools made from sustainable or recyclable materials. Globally, the percentage of consumers expressing a preference for eco-friendly products exceeds 70%, as highlighted by the Worldwide Mops and Brooms Market Report 2024 by PMarketResearch.
An Everyday Task That Requires New Standards
Another relevant insight comes from the Dyson Global Wet Cleaning Study 2025, which shows that 66% of Italians still use traditional manual tools for floor cleaning, spending on average more than two hours per week on household care.
This confirms that brooms and mops remain central in daily life, but also highlights the importance of improving their efficiency, environmental impact, comfort, and durability—especially given how frequently they are used.
