The Clorox Company Unveils Home Care Redefined: A Look at How Americans Are Reimagining Time, Wellness, and Convenience at Home

OAKLAND, Calif., Feb. 19, 2026 /PRNewswire/ -- The Clorox Company (NYSE: CLX) today announced the release of Home Care Redefined, a first-of-its-kind report designed to define the evolving landscape of consumer home care. Drawing on extensive consumer research and insights, the report details how Americans are caring for their time, their health, and their well-being at home, both today and in the future.

"Consumers' expectations of home care have fundamentally changed," said Oksana Sobol, vice president of marketing insights at The Clorox Company. "When time and money feel more precious than ever, people are looking for superior experiences that feel worthwhile, supportive, and even rewarding."

Report reframes home care beyond chores as a source of accomplishment, satisfaction, and self‑care

Key Findings

Organized in three sections — Time at Home, Wellness at Home, and Convenience at Home — the Home Care Redefined report explores each theme from a now, next, and future perspective, offering a holistic view of current consumer realities and emerging trends.

Time & Tempo: Cleaning's Upbeat Rhythm

More than Messes: New Reasons to Clean

Main Character Energy: Joy in the Journey

Gen Z, Gen Zen: Minimal Effort, Maximum Vibes

Whole Home Cleaning: Thinking Beyond the Surface

Scent & Status: The Vibe of a Clean Home

Why it Matters

As people's relationship with home is changing, so is their engagement with home care. Better meeting consumers' health, convenience, and wellbeing needs will demand new benefits, seamless shopping experiences, product innovation, and smarter and friendlier technology – all with a sprinkling of moments that bring joy along the way.

"This report shows how home is more than a place — it's a reflection of people's lives, values, and aspirations," Sobol added. "That's why as people spend more time within their homes, we're committed to easing challenges and sparking joy in even the smallest moments. For us, it's never just about cleaning, trash, or home management — it's about helping people thrive."

About the Report

Home Care Redefined was developed in collaboration with Human8 and is grounded in proprietary research from The Clorox Company, alongside broader industry insights. Unless otherwise noted, findings are based on the Clorox Cleaning Behavior Monitor.

To read the complete Home Care Redefined report and explore the latest insights into the future of home care, visit https://www.thecloroxcompany.com/home-care-redefined/

About The Clorox Company

The Clorox Company (NYSE: CLX) champions people to be well and thrive every single day. Headquartered in Oakland, California since 1913, Clorox integrates sustainability into how it does business. Driven by consumer-centric innovation, the company is committed to delivering clearly superior experiences through its trusted brands including Brita®, Burt's Bees®, Clorox®, Fresh Step®, Glad®, Hidden Valley®, Kingsford®, Liquid-Plumr® and Pine-Sol® as well as international brands such as Chux®, Clorinda® and Poett®. Visit thecloroxcompany.com to learn more.

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SOURCE The Clorox Company