China's Lazy Cleaning Market Hits RMB 18.7 Billion in 2025, Growing Sixfold in Two Years

CTR research shows that the online market size for the 'lazy cleaning' category reached RMB 18.7 billion in 2025, growing sixfold in two years. The category is characterized by high traffic but low retention.

The survey found that 82.4% of consumers compare only two or three brands when purchasing 'lazy cleaning' products, while 15.1% buy on sight without any comparison. No consumers compared more than five brands. In the cleaning and care detergent category, the top five brands by brand awareness accounted for only 17.3% of total sales.

The repurchase rate for oil stain cleaners was 98.7%, and for scale removers it was 94.3%, as these products are tied to high-frequency daily scenarios such as cooking and showering. The abandonment rate was 28.6% for pot-bottom cleaning masks, 22.5% for disposable toilet brushes, and 18.5% for magic silicone brooms.

58.9% of consumers felt that marketing claims were exaggerated after purchase. Among consumers aged 18 to 23, 17.5% worried about the chemical safety of cleaning agents; among those aged 24 and above, the proportion was 35.9%. Among those who do not buy 'lazy cleaning' products at all, 75.0% cited concerns about chemical residue, and 96.4% said they would buy if there were authoritative testing certifications. 69.0% of consumers prioritize safety and health when purchasing household cleaning products, and over 90.0% prefer natural ingredients.