Best ALL-PURPOSE HOME Cleaner Brands
Customer Ratings of Top BRANDS in the 2025 America's Most Trusted Study
All purpose cleaners have become a staple in many households, offering a straightforward solution for maintaining cleanliness across various surfaces. These products promise efficiency and convenience, addressing a multitude of messes with just one bottle. With attributes such as fast-drying formulas, eco-friendly ingredients, and appealing fragrances, they cater to busy consumers who prioritize both hygiene and ease of use. As lifestyles become increasingly hectic, the demand for reliable cleaning solutions continues to rise.
Amid this wide selection, brand trust emerges as a vital factor guiding consumer decisions. Faced with numerous options, shoppers tend to gravitate toward brands that have established a reputation for effectiveness and reliability. This trust may stem from personal experiences, recommendations, or impactful advertising. Understanding how brand loyalty influences choices in this competitive market is crucial for manufacturers looking to build connections with their audience.
To illuminate this topic, we will explore findings from America’s Most Trusted® study, which assesses consumer perceptions of various all purpose cleaner brands. This analysis aims to reveal how trust and loyalty intersect, identifying the brands that stand out and the factors driving consumer preference.
The 2025 America’s Most Trusted Study
Introduced over ten years ago, the America’s Most Trusted® study has emerged as a critical tool for brands aiming to navigate the complex landscape of consumer trust. This annual study reveals the significant impact that trust—or lack thereof—can have on purchasing behavior. Understanding the nuances of consumer trust has become a foundational element for brands striving for success, making this study an essential resource for anyone interested in brand loyalty.
At its core, the study measures how well a brand fulfills its promises, serving as a barometer for customer loyalty. When consumers place their trust in a brand, their likelihood of making a purchase and advocating for that brand significantly increases. This trust not only fosters loyalty but also establishes a long-term relationship between the consumer and the brand, reinforcing the importance of maintaining a trustworthy reputation.
Since the inception of the study by Lifestory Research, we have reported on its findings each year. The research involves surveying thousands of participants about their experiences and perceptions regarding more than 75 product categories. By employing the Net Trust Quotient Score, the study quantifies consumer trust in specific brands when purchasing certain products.
Beyond merely ranking trustworthiness, the Net Trust Quotient Score (NTQS) evaluates how well products meet consumer expectations relative to their competitors. This innovative metric leverages consumer-driven data insights and adheres to rigorous standards of social and opinion science research.
So, which all-purpose cleaner brands top the trust rankings? The America’s Most Trusted® study systematically assesses consumer ratings within this product category, providing a clear picture of the brands that resonate most with consumers. By highlighting these trusted brands, the study helps inform shoppers, guiding them towards products that not only perform well but also uphold integrity in their brand promises.
2025 America’s Most Trusted All-Purpose CleanING Brand
The Lifestory Research 2025 America’s Most Trusted® All Purpose Cleaning Brand Study found Lysol to be the most trusted brand among people shopping for cleaning products. With a Net Trust Quotient Score of 124.1, Lysol had the highest trust rating among the most popular all-purpose cleaning brands. Lysol received the best reviews and trust ratings among the most popular all-purpose cleaning brands as judged by consumers.
The Lifestory Research 2025 America’s Most Trusted® All Purpose Cleaning Brand Study ranking is based on 3,867 opinions of people surveyed in the United States over the last 12 months. Brands included in the final ranking were nationally recognized by people actively shopping for an all-purpose cleaner. Top brands rated included Lysol, Clorox, Windex, Mr. Clean, Seventh Generation, Formula 409, Microban, Simple Green, and ZEP.
The top all-purpose cleaning brands ranked in the 2025 America’s Most Trusted® All Purpose Cleaning Brand study are listed below.
TOP 9 Ranked All-Purpose Cleaning Brands – 2025 Customer Ratings
| 1 | Lysol | 124.1 | ★★★★★ |
| 2 | Clorox | 122.5 | ★★★★ |
| 3 | Windex | 118.9 | ☆☆☆ |
| 4 | Mr Clean | 112.5 | ☆☆☆ |
| 5 | Seventh Generation | 108.1 | ☆☆ |
| 6 | Formula 409 | 106.4 | ☆☆ |
| 7 | Microban | 105.7 | ☆☆ |
| 8 | Simple Green | 101.6 | ☆☆ |
| 9 | ZEP | 100.2 | ☆☆ |
No promotional use or advertising can be made of America's Most Trusted® survey results without the express prior written consent of Lifestory Research. America's Most Trusted® is a registered trademark of Lifestory with all rights reserved. Study results are based on survey responses and should not be considered legal or financial advice. Your experiences may vary.
Looking for quality customer ratings of products to make informed and trusted purchasing decisions? Discover genuine customer reviews that focus on various products' quality, reliability, and trustworthiness. Our independent research offers detailed product ratings, insights into quality, performance, durability, and overall value for money based on customer trust ratings. Explore the latest customer reviews to ensure you're making a purchase based on trustworthy ratings and superior quality, so you can buy with confidence! See the results of 75 different product studies here.
Brands Ranked in Study
The Lifestory Research America’s Most Trusted® research study is focused on measuring consumers' opinions of the most recognized brands in the market. In the study, consumers rate their trust in the brand. Here, we provide information on the brands in the 2025 America’s Most Trusted® study. The brands are presented in the order they ranked in the 2025 America’s Most Trusted® study for this product category.
1. Lysol
Lysol, owned by Reckitt Benckiser, has been a trusted name in disinfecting and cleaning products since 1889. Known for its disinfectant sprays, wipes, and all-purpose cleaners, Lysol has built a strong reputation for effectively eliminating germs, viruses, and bacteria. Popular products include Lysol Disinfectant Spray and Lysol Wipes, which kill 99.9% of germs, including the COVID-19 virus. Lysol’s range also includes air fresheners and surface cleaners, all designed to create cleaner, healthier environments in homes, schools, and workplaces.
2. Clorox
Founded in 1913, Clorox is an iconic American brand recognized for its powerful disinfectants and bleach products. Owned by The Clorox Company, the brand has expanded to offer a variety of household cleaning solutions, including disinfecting wipes, bathroom cleaners, and all-purpose cleaners. Clorox is particularly known for its Clorox Bleach, which whitens, disinfects, and removes tough stains. The brand’s Clorox Clean-Up Cleaner + Bleach is a staple for tackling tough messes while disinfecting surfaces.
3. Windex
Introduced in 1933 by S.C. Johnson, Windex is a leading brand for cleaning glass and shiny surfaces, providing a streak-free finish that has made it a household name. With its signature blue formula, Windex is known for delivering high-quality results on windows, mirrors, and other reflective surfaces. Over the years, the brand has expanded to offer multi-surface cleaners and products like Windex Original Glass Cleaner and Windex Vinegar Multi-Surface Cleaner, which are effective on a variety of surfaces while maintaining its reputation for superior shine.
4. Mr. Clean
Mr. Clean, owned by Procter & Gamble and launched in 1958, is a household name known for its tough cleaning power, especially in tackling grime and grease. Famous for its all-purpose cleaners and the iconic bald, muscular mascot, Mr. Clean offers a range of products that includes Mr. Clean Magic Erasers, which remove scuffs and stains, and Mr. Clean Multi-Surface Cleaner, a versatile cleaner for various home surfaces. The brand also features Mr. Clean Antibacterial Cleaner, which helps kill bacteria and viruses while freshening up the home.
5. Seventh Generation
Founded in 1988 and owned by Unilever, Seventh Generation is a pioneer in environmentally friendly and sustainable cleaning products. The brand’s commitment to using plant-based ingredients and eco-conscious packaging has made it a leader in green cleaning. Popular products include Seventh Generation Disinfecting Multi-Surface Cleaner, which kills germs without harsh chemicals, and Seventh Generation Toilet Bowl Cleaner, a powerful yet eco-friendly solution for cleaning and deodorizing the bathroom.
6. Formula 409
Since 1957, Formula 409, owned by The Clorox Company, has been known for its powerful degreasing and disinfecting properties. It’s particularly popular in kitchens and other areas where grease and grime are common. Formula 409’s All-Purpose Cleaner quickly tackles tough stains and messes, while its Antibacterial All-Purpose Cleaner kills germs and bacteria, including Salmonella and E. coli. The brand’s focus on versatility makes it a reliable choice for a wide range of household and commercial cleaning needs.
7. Microban
Microban, part of Barr Brands International, was founded in the 1980s and is renowned for incorporating antimicrobial technology into its cleaning products. Its products provide long-lasting protection against bacteria, mold, and mildew, making them a popular choice for homes and businesses alike. Microban 24 Hour Disinfectant Spray is particularly well-regarded for its ability to kill 99.9% of germs and offer continuous protection for up to 24 hours, while Microban All-Purpose Cleaner keeps surfaces disinfected and resistant to bacterial growth.
8. Simple Green
Founded in 1975 and owned by Sunshine Makers, Simple Green is a brand known for its eco-friendly and non-toxic cleaning products. The brand specializes in biodegradable solutions that are safe for both people and the planet. Simple Green All-Purpose Cleaner is its most popular product, offering a versatile, concentrated formula that can be diluted for use on a wide range of surfaces. Simple Green also offers heavy-duty cleaners like Simple Green Industrial Cleaner & Degreaser, designed for tough cleaning jobs while maintaining its environmental focus.
9. ZEP
ZEP, established in 1937 and headquartered in Atlanta, Georgia, is a professional-grade cleaning brand known for its industrial-strength solutions. Specializing in cleaners, degreasers, and disinfectants, ZEP is often used in commercial settings like restaurants, hospitals, and factories. Its products, such as Zep Heavy-Duty Cleaner Degreaser and Zep Commercial Bathroom Cleaner, are formulated to tackle tough stains, grease, and grime, making them a go-to choice for businesses that require high-performance cleaning solutions.
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Foundational Principles
At Lifestory Research, we pride ourselves on being an independent research company committed to delivering unbiased and accurate insights into consumer behavior. Unlike many studies that lean on expert opinions or committees, our approach is rooted firmly in the voices of consumers themselves. This commitment ensures that our findings seek to reflect public sentiment.
By prioritizing consumer opinions, we effectively eliminate the biases that can come from personal agendas or industry affiliations. Our research methodology captures a wide array of perspectives, allowing our results to be representative of the broader population.
Core Principles of Quality Research
We uphold several foundational principles that define top-tier consumer research:
Reliability: We ensure our research consistently produces accurate results.
Validity: Our methods guarantee we measure what we intend to measure.
Objectivity: We take great care to avoid bias throughout the research process.
Generalizability: Our findings can be applied to the larger population.
Our Commitment to Excellence
Lifestory Research adheres to these principles through a series of rigorous practices:
Rigorous Sampling Methods: We carefully select representative samples to generalize our findings to the broader population.
Standardized Survey Instruments: These ensure consistency and reliability in data collection.
Quality Control Measures: Our team meticulously reviews and analyzes data to identify and rectify inconsistencies.
Ethical Standards: We prioritize the well-being of our participants and uphold their privacy throughout the research process.
When you explore our findings, you can trust that they are grounded in the authentic opinions of real people. This dedication to integrity makes our research a valuable resource for businesses and consumers.
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Rating Methodology
What Is the America’s Most Trusted® Study?
The America’s Most Trusted® study focuses on evaluating brands that offer products or services to consumers in their homes, particularly in the residential new home industry. Instead of attempting to survey every brand, the study specifically targets the largest and most impactful brands in this sector.
How Does the Survey Work?
Conducted throughout the year, the America’s Most Trusted® survey aims to gather consumer opinions while minimizing biases that might arise from external events or trends. This year-long approach helps capture a more accurate snapshot of consumer sentiments.
Participants are surveyed based on specific criteria, such as whether they are actively considering a purchase in a relevant category—like buying a home, faucet, HVAC. Only those who express familiarity with a brand are invited to share their opinions on its trustworthiness, ensuring that the study reflects genuine consumer insights.
The Importance of Brand Awareness
An essential component of the study is brand awareness. Participants are first asked to identify brands they recognize. Only those who are familiar with a brand proceed to answer questions about it. This criterion ensures that only brands with sufficient public recognition are included in the final trust rankings.
Sampling Methodology
The study employs a non-probability sampling design, relying on online panels to recruit participants. Online panels are organizations that have an established relationship with consumers who agree to complete opinion surveys. Lifestory randomly ask consumers questions that identify consumers shopping for a specific product. Qualified consumers complete an online survey in which they are asked a set of questions about specific product brands.
The number of people completing a survey is referred to as the sample size. Each of the America’s Most Trusted studies seek to obtain a sample size that is large enough to be representative. The sample size is also designed to collect a large number of consumer opinions to minimize error and to assure the study results reflect the majority of consumers sentiment about a brand.
Calculating Trust Scores
At the heart of the America’s Most Trusted® study is the Net Trust Quotient Score. Participants evaluate brands based on their trustworthiness through a series of targeted questions. The responses are then categorized into three groups:
Advocates: Consumers who express strong trust in the brand.
Neutrals: Those who trust the brand but do not consider it superior to others.
Antagonists: Consumers with little to no trust in the brand.
These evaluations are quantified using a statistical method called a z-score, which standardizes the responses, allowing for easy comparison across brands. The results are ultimately transformed into T scores, which are more intuitive for understanding how each brand ranks relative to the mean score of all brands surveyed.
Additional information about the study can be found on the survey methodology page of this website.
Additional insights and questions about the America’s Most Trusted® study can be found in the frequently asked questions section of this website.