The Top Home and Cleaning Trends of 2024: According to Our Data

The way we live is always evolving, with more home gadgets and clever cleaning solutions popping up each year. To explore these shifts, we surveyed 3,000 people across the UK to uncover the trends that emerged, grew stronger, or stepped back from September 2023 to September 2024.
From the rise of the utility room to the decline of ironing boards, 2024 has brought some surprising changes to our homes.
We’ve also rounded up this year’s best home and cleaning products with expert insights from Carly Bullock, Cleaning and Laundry Buyer at Lakeland.
Before we dive into the details, here’s an overview of the top 2024 home and cleaning trends:
- Ironing is in decline, with a 16% decrease in irons and ironing board sales compared to the previous year
- Kitchen storage products are down 14% compared to last year
- Air purifier and dehumidifier sales are up 29% compared to last year
- Almost half (48%) of the UK’s population has a utility room
- Half (50%) of those consumers who don’t have a laundry room would like one
- Most people (71%) dry their clothes outdoors
- 1 in 5 people clean their fridge just once or twice a year
- The biggest concern of owning a pet is hair, with 2 in 5 saying this
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Our findings
Ironing is in decline

Hot off the press: ironing is officially on the way out. At Lakeland, we’ve seen a 16% drop in iron and ironing board sales from September 2023 to September 2024 compared to the previous year.
Although 79% of UK households still own an ironing board, younger generations are less keen – 67% of 18 to 34-year-olds have one in their cupboard. It seems that with more people working from home, formal attire is taking a backseat, and ironing has become reserved for special occasions.
Interestingly, ownership is also lower among vegetarians, with only 68% saying they have an ironing board. Why is this? Do those who shun meat also shun sharp creases? Nearly a third of vegetarians who don’t own an iron selected the option: ‘Ironing is not important to me/I don’t like it.’
With fewer people dressing up daily, it’s no surprise that the ritual of ironing has become more of a “nice to do” than a necessity.
Kitchen storage’s moment might be over
The once-booming kitchen storage trend is beginning to show signs of decline – we found a 14% decrease in our kitchen storage sales in 2024 compared to the previous period.
With the likes of Marie Kondo and other influencers helping us find new ways to declutter our homes, it could be argued that they’ve done their job a little too well. Those people buying into the trend are finding their cupboards are now spotless, so they’ve no need to invest further.
However, if you’re not one of those people, read our guide on how to declutter the kitchen.
Air treatment gadget sales are on the rise
Air purifier and dehumidifier sales are up 29%, and it’s no surprise why. As wellness becomes a priority, more people are looking for small changes that make a big impact on their well-being.
Improving air quality at home has a whole host of benefits: air purifiers help tackle dampness, dust, and pet dander, while dehumidifiers do double duty by reducing moisture and even speeding up clothes drying time.
With so many perks packed into these handy air treatment gadgets, it’s easy to see why they’re becoming a household staple.
Almost half (48%) of the UK’s population has a utility room

What is the one room that house-proud consumers can dream of? In the 1960s, it was probably a dining room with a heated sideboard – a great place to entertain guests. In the 1980s, it was certainly a conservatory – an extra room to read the newspapers and sip on your French press coffee.
Now? It would appear to be a laundry room: a dedicated space for the washing machine, tumble dryer, a place to air sheets and a storage venue for detergents and powders.
In fact, nearly half the nation (48%) has one of these spaces, with the hotspots being Northern Ireland and London (both at 57%). More than 6 in 10 of those aged 18-34 have one, proving that investing time, effort and money in doing one’s laundry is fashionable rather than fuddy-duddy!
Exactly half of those consumers who do not have a laundry room would like one, with the aspiration particularly keenly felt among younger consumers. But, with space in UK homes at a premium, adding a dedicated laundry area remains a challenge for many.
When, in 2017, Kirstie Allsopp suggested – part jokingly – that keeping a washing machine in your kitchen was “disgusting”, she sparked a fierce debate that still rages today. Many pointed out that they did not have the luxury of a dedicated, separate utility room. She answered that you can put a washing machine in a cupboard, an idea that has helped spark a huge trend.
On TikTok, there are 70.2 million posts with the hashtag #laundryroomideas. People show off how they have squeezed a laundry room into tiny areas under the stairs, others have raised their washing machines off the floor to help them unload laundry without breaking their back, and others artfully decant detergents into pretty storage jars. Some people even have drying racks that pull out from the wall.
In short, the laundry room has become the hottest room in the house. Stacey Solomon has shown off her sage-green laundry room, and Gregg Wallace’s space has a wall of wicker baskets for storage.
Which rooms in the house are we most willing to sacrifice?

When it comes to rethinking our home layouts, certain rooms are definitely easier to part with than others. Leading the way is the garage, with 18% of people willing to give it up – perhaps signalling that traditional vehicle storage isn’t quite as essential as it once was.
On the other hand, home offices are proving to be keepers, with just 5% open to letting them go. This shows just how valuable dedicated workspaces have become, especially with more people working from home after the 2020 Covid-19 pandemic.
Dining rooms are firmly off the table for most, with only 4% prepared to sacrifice them. It seems we’re still big on keeping spaces for shared meals and gatherings intact.
How are we drying our clothes?

Most people (71%) dry their clothes outdoors
The UK experienced one of its wettest winters in 2023-2024. And then it experienced one of its soggiest springs – Met Office reported April 2024 was the sixth wettest April of the last 189 years, with the northwest bearing the brunt, recording its wettest April since records began back in 1871.
You might have presumed this would have made it impossible to dry clothes on the line. Far from it. The vast majority of people (71%) still dried their laundry outside last year.
The old-fashioned washing line, costing just a few pounds and with no running costs, was much preferred to the more costly tumble dryer, used by 47% of people.
The only group not mad-keen on drying outside was Londoners, with 60% of people living in the capital relying on sunshine, compared to 77% in the sunny South West.
However, this difference mostly boils down to practicality – many Londoners simply don’t have access to a garden. In fact, lack of space was cited twice as often as unpredictable weather as the main reason Londoners skip the clothesline.
Only 14% use a heated airer

Heated airers – a clothes drying rack that you plug in to heat up the rails – haven’t quite made it into the spotlight yet. However, they’re one of the best ways to dry clothes indoors!
Unlike more established options like tumble dryers or the good old washing line, heated airers are still a bit under the radar, and many people aren’t familiar with their energy-saving benefits.
A typical tumble dryer, using around 3,000 watts per hour, requires 10 times the energy of a heated airer, which averages just 300 watts per hour. Some require even less energy to run, depending on the size.
This means heated air driers are far less energy-hungry and, as a result, kinder to the planet. Plus, they’re gentler on clothes, making them last longer.
The craze for these handy gadgets has mostly caught on with younger consumers, with 1 in 4 people aged 25-34 using one in the past year.
Vegans are also twice as likely to use a heated airer (28%) compared to the average consumer (14%). Could it be an eco-conscious choice, a space-saving solution, or maybe plant-based eaters just have a knack for good laundry gadgets?
How often are we cleaning our fridge?

In the summer of 2024, a major and deadly e.coli outbreak was linked to salad – a timely reminder as to how a dirty vegetable drawer in your fridge could be storing up just as many nasties as an out-of-date piece of chicken.
A large chunk of consumers only clean their fridge every six months, with 1 in 5 of us saying we do it just once or twice a year. A further 2% said they couldn’t remember the last time they cleaned it!
However, there’s an equal number of people who are meticulous about keeping their fridge hygienic and those who clean it out on a weekly basis or even more frequently – 21% of people do this.
Wendy Miranda, Customer Brand Ambassador at Lakeland recommends: “Get into the habit of emptying out the contents of your fridge every time you do a big shop. Not only does that give you a chance to check best-before dates, but it also allows you to wipe the inside of the fridge with a fridge-appropriate antibacterial cleaning product.“
“Simply spray some onto a cloth, scrub down the inside, and the fridge will be nice and clean and ready to house your food again.”
Looking for more cleaning tips? Read our guide on how to deep clean your kitchen.
Over half of people in the UK own a pet
More than half of the UK population (51%) owns a pet. From playful pups to cuddly cats and even the occasional rabbit or guinea pig, it seems we’re a nation that loves sharing our homes with furry friends.
Gen Z and millennials are far more likely to own a cat, dog, rabbit or guinea pig – more than 6 in 10 aged 25 to 44 are pet owners. And households with children, unsurprisingly perhaps, are the most likely category of consumers to own a pet – 68% of homes with a child living under the roof also have a domesticated animal.
The people most likely to own a pet? Vegans. An impressive 72% of plant-based eaters have a pet. It seems that those who choose a lifestyle focused on compassion and care for animals are naturally drawn to sharing their homes with them, too.
What are considered the downsides of pet ownership?

The challenges of pet ownership? Hair. All pet owners know that it’s not all sunshine and cuddles. 4 in 10 worry about pet hair, 3 in 10 worry about smells, and over a quarter are concerned about their home being scratched or damaged.
Some pet owners are so concerned about pet cleaning that they have a dedicated pet vacuum – over one in three (34%), to be exact. And more than a quarter (27%) keep pet stain remover on hand, ready to tackle any messes.
For those unexpected accidents, our stain removal guide offers tips to help keep your home looking spotless.

Young pet owners appear to be far more anxious about the mess and smell that comes with an animal compared with older people, who seem to be far more relaxed. Do young people just worry about things more in general? Is it because they’re more likely to be renting their properties and anxious about damage? Or, by the time you get to retirement, do you learn not to stress about a bit of hair on your sofa?
The best home and cleaning gadgets of 2024
Best for cleaning up after pets: Shark HandVac Pet Cordless Vacuum Cleaner

£79.99
“This Shark Pet Cordless Vacuum is a must-have for pet owners,” explains Carly Bullock, Cleaning and Laundry Buyer at Lakeland. “With powerful suction and a motorised pet tool, it makes light work of embedded pet hair on cushions, curtains, and even in the car – basically, anywhere that our furry friends leave their mark! It’s cordless too, so it’s super convenient for those quick clean-ups when you don’t want to lug out a full-size vacuum.”
With three handy attachments, this compact vacuum is designed to get into every nook and cranny, from tight sofa corners to the stairs.
It runs up to 10 minutes on a single charge, perfect for spot cleaning around the house, and its easy-empty dust cup and washable filter make maintenance a breeze.
Whether you have pets or just want something lightweight and versatile for everyday messes, this little vacuum is up to the task.
Best for drying clothes indoors: Dry:Soon Tri:Mode Heated Hub Hanger Bundle

£364.97
“This electric heated airer is ideal for busy households,” recommends Carly. “It can handle up to 30kg of washing, which is fantastic for families with lots of laundry to get through. Plus, with six clothes hangers and two trouser hangers included in this particular bundle, it’s easy to keep shirts, trousers, and delicates organised and in shape while they dry. Perfect for those colder, wetter months when drying outdoors just isn’t an option.”
Carly adds: “It’s an investment, but it’s so worth it in the long run!”
The three drying modes make it really versatile. There’s a tower mode for full loads, a compact option for saving space, and a wall mode that lets you stand it against a wall to maximise drying without taking up extra room.
The touchscreen controls add to the convenience – just set the timer between two and eight hours, and you’re all set. There’s no need to worry about turning it off; it’ll handle that for you!
Best smart storage option: Lakeland Stackable Wire Storage Baskets Bundle

£24.98
“These stackable storage baskets are as stylish as they are practical,” says Carly. “The sleek matt black finish and chrome fold-in handles make it a great addition to any room – whether it’s storing fresh fruit on your counter, organising laundry bits in the utility room, or keeping odds and ends tidy in a bookcase. And with non-slip feet, there’s no need to worry about marking or sliding on surfaces.”
If you’re short on space but need extra storage, these baskets are perfect – you can stack them up to create a neat storage tower. The scooped front makes it easy to grab what you need, even when they’re stacked.
Best for small-space ironing: Joseph Joseph Swift™ Table Top Ironing Mat

£40
“This tabletop ironing mat is a real lifesaver for small spaces,” says Carly. “It’s perfect for those last-minute, creased-shirt emergencies or when you don’t have room to store a full ironing board. With a sturdy, non-slip base and heat-resistant layers, it lets you iron from any flat surface without worry.”
“Plus, it’s so convenient – it folds up with elastic straps for easy storage, has a handy loop for hanging, and even a flip-out iron rest to keep everything safe and steady. It’s great to pack up for trips, too!”
Best for improving your home’s air quality: Absodry Mini Moisture Absorber (Green)

£17.99
Carly says: “This little gadget might be small, but it works wonders. It’s a mini moisture absorber that’s perfect for reducing humidity in compact spaces, helping to prevent bad odours and mould, and improving air quality in your home.”
“The refillable bags last up to three months, and when the crystals are used up, you simply refill the bag – no need to toss the whole product, making it a more sustainable choice.”
“Since it’s compact and doesn’t need any power, it’s ideal for taking on the go – especially for freshening up spaces like caravans, boats, or even wardrobes.”
Keep your home clean and organised with Lakeland
From laundry innovations to space-savvy storage solutions, it’s clear that home trends in 2024 are all about making life easier, more organised, and just a bit smarter.
At Lakeland, we’ve got everything you need to make daily tasks a breeze. Whether you’re creating a healthier living space with air treatment gadgets, keeping pet hair and crumbs at bay with our powerful vacuum cleaners, or speeding up laundry day with a heated airer, we’ve got you covered.
Take a look at our blog for more inspiration, tips and advice so you can get the most out of your home.
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