Lazy Cleaning Online Market Reaches RMB 18.7 Billion in 2025, Sixfold Growth, Over 90% Prefer Natural

The lazy cleaning category's online market size reached RMB 18.7 billion in 2025, a sixfold increase in two years. The category is characterized by high traffic but low retention.

Survey data shows that 82.4% of consumers compare only two or three brands when purchasing lazy cleaning products, while 15.1% buy on sight; no consumers compare more than five brands. In the cleaning agent category, the top five brands by brand awareness together account for only 17.3% of total sales.

Repurchase rates are 98.7% for oil stain cleaners and 94.3% for scale removers, as these products are tied to high-frequency daily activities such as cooking and showering. In contrast, the abandonment rate for pot bottom cleaning masks is 28.6%, for disposable toilet brushes 22.5%, and for magic silicone brooms 18.5%.

Among consumers, 58.9% believe that advertising for these products is exaggerated. Among consumers aged 18 to 23, 17.5% worry about the chemical safety of cleaning agents; among those aged 24 and above, the proportion is 35.9%. Among consumers who do not purchase lazy cleaning products at all, 75.0% cite concerns about chemical residues, and 96.4% indicate they would buy if the products had authoritative testing certification. Overall, 69.0% of consumers prioritize safety and health when purchasing household cleaning products, and more than 90.0% prefer natural ingredients.