American Cleaning Institute survey of new parents finds kitchen cleaning, bottle cleaning/sterilization are parents' top hygiene priorities, followed by disinfecting surfaces, deep cleaning and dusting, preparing for diaper changes, hand hygiene

Sample article from our Household Products

June 27, 2023 (press release) –

Q. What areas in the home do or did you prioritize when babyproofing?

- 78% prioritize babyproofing the living room.
- 69% prioritize babyproofing the kitchen.
- 65% prioritize babyproofing the nursery/other bedrooms.
- 63% prioritize babyproofing the bathroom.
- 51% prioritize babyproofing the dining room.
- 50% prioritize babyproofing the laundry room.
- 50% prioritize babyproofing the stairs.

Q. How prepared do you or did you feel to properly and safely use cleaning products around a new baby?

- 43% said they feel completely prepared.
- 23% said they feel mostly prepared.
- 22% said they feel somewhat prepared.
- 7% said they feel somewhat unprepared.
- 3% said they feel mostly unprepared.
- 3% said they feel completely unprepared.

Q. Where do you go to find information about cleaning practices and products best suited for a baby?

- 56% say they go to a family doctor/pediatrician.
- 54% say they go to social media.
- 50% say they go to family members.
- 47% say they go to a parent friends/peers.
- 46% say they go to cleaning product labels.
- 45% say they go to parenting blogs.
- 25% say they go to parenting magazines.

Q. Which of the following cleaning and hygiene priorities are most important to you when preparing to welcome a new baby into the home?

- 76% say kitchen cleaning and preparation for bottle cleaning/sterilization.
- 73% say disinfecting surfaces.
- 71% say deep cleaning and dusting.
- 71% say preparing for diaper changing and/or washing.
- 68% say improving hand hygiene habits.
- 51% say decluttering.

See the Press Release.

Methodological Notes:
The ACI Survey was conducted by Wakefield Research ( among 500 US Expecting Parents/Those Who Delivered a Baby in the Past 6 Months, between April 13th and April 19th, 2023, using an email invitation and an online survey. Data was weighted to ensure an accurate representation of expecting and new parents.

Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 4.4 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.

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Jason Irving
- SVP Enterprise Solutions -

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