Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
- Growth will slow in the next decade
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- Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2014-24 (fore)
- The issues
- Consumers are trading down
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- Figure 2: Multi-outlet percent growth of household surface cleaners, by leading companies, rolling 52 weeks 2019
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- Figure 3: Multi-outlet sales of cleaning cloths/wipes, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Specialized cleaners loose relevance
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- Figure 4: Sales of tub and tile vs all-purpose cleaners, 2014–2019 (est)
- Figure 5: Usage of furniture polish and abrasive cleaners, by age, June 2019
- The opportunities
- Ecommerce will merge convenience and sustainability
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- Figure 6: Consumers interested in having refills delivered to their home, April 2019
- Safe will become an expectation, natural is the means to achieve it
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- Figure 7: Natural ingredients as purchase influencer, by age, June 2019
- Aging consumers will reshape the market
- What it means
The Market – What You Need to Know
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- Growth projections adjusted slightly upward from last year
- Wipes still driving growth, but slowing
- Automated cleaning has potential among smart home users
- Fewer parents could slow growing demand for safer products
Market Size and Forecast
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- Historic and projected sales performance
- Growth projections adjusted slightly upward from last year
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- Figure 8: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2014-24 (fore)
- Figure 9: Total US sales and forecast of household surface cleaners, at current prices, 2014-24
Market Breakdown
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- Wipes still driving growth, but slowing
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- Figure 10: Sales of household surface cleaners, by segment, 2018 and 2019
Market Perspective
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- Cleaning has potential among smart home users
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- Figure 11: Smart home areas of interest, by all and smart home device owners, March 2019
Market Factors
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- Fewer parents could slow growing demand for safer products
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- Figure 12: Households, by presence of own children, 2008-18
- Growing home ownership drives surface cleaner growth
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- Figure 13: Total US homeownership rate, 2000-18
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- Figure 14: Consumers who bought a home in the last 12 months, Fall 2010-Fall 2018
Key Players – What You Need to Know
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- Private label’s rise continues
- Store brands are going green
- Ecommerce drives convenience and sustainability
- Indulgent fragrances become more essential
- Toilet, tub & tile cleaners give way to improving all-purpose cleaners
- Pledge loses floor care sales
- Automation will become more relevant to an aging society
Company and Brand Sales of Household Surface Cleaners
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- Private label’s rise continues; P&G and Colgate grow sales
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- Figure 15: Multi-outlet sales of household surface cleaners, by leading companies, rolling 52 weeks 2018 and 2019
What’s Working?
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- Private labels have convinced consumers that they’re just as good
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- Figure 16: Multi-outlet percent growth of household surface cleaners, by leading companies, rolling 52 weeks 2019
- Figure 17: Store brands are just as good as name brands, by age, June 2019
- Store brands are going green
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- Figure 18: US launches of natural surface cleaning products, national brands vs. private label, 2014 – 2019 (January – September*)
- P&G has upped the ante in floor cleaning and stain erasing
- Ecommerce drives convenience and sustainability
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- Figure 19: Actual online purchase experience vs desire to buy online in the future, by product category, November 2018
- Indulgent fragrances become more essential
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- Figure 20: Top purchase drivers for surface cleaning products, by age, June 2019
- Wipes gain category share
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- Figure 21: Multi-outlet sales of cleaning cloths/wipes, by leading companies and brands, rolling 52 weeks 2018 and 2019
What’s struggling?
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- Toilet, tub & tile cleaners give way to improving all-purpose cleaners
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- Figure 22: Sales of toilet, tub & tile vs all-purpose cleaners, 2014–2019 (est)
- Figure 23: Top surface cleaning purchase drivers, June 2019
- Multi-surface products that highlight toilet, tub & tile benefits
- Pledge loses floor care sales
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- Figure 24: Multi-outlet sales of floor cleaners/wax removers, by leading companies and brands, rolling 52 weeks 2018 and 2019
What’s Next?
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- Name brands will continue to lose relevance
- Ecommerce, convenience, sustainability and economy will converge
- Automation will become more relevant to an aging society
The Consumer – What You Need to Know
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- Furniture polish and abrasive cleaners losing traction among young consumers
- Traditional channels still dominate, but ecommerce is growing fast
- Multi-purpose cleaners rise in importance
- Parents of young children prioritize safe ingredients
- Consumers show strong interest in reusable bottles
- Consumers want cleaners that reduce the need to clean
- Young consumers want robots, but older consumers need them
Household Surface Cleaner Usage and Frequency
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- Toilet, glass and all-purpose cleaners are most ubiquitous
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- Figure 25: Usage of household surface cleaners, June 2019
- Furniture polish and abrasive cleaners losing traction among young consumers
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- Figure 26: Usage of furniture polish and abrasive cleaners, by age, June 2019
- Usage frequency drives category growth
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- Figure 27: Use products at least weekly, by sub-category, June 2019
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- Figure 28: Reasons for cleaning less often, March 2019
Purchase Locations
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- Traditional channels still dominate, but ecommerce is growing fastest
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- Figure 29: Purchase locations for household surface cleaners, June 2019
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- Figure 30: Consumers who buy surface cleaners online, all vs aged 18–34, June 2019 and July 2018
Purchase Influencers
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- Multi-purpose cleaners rise in importance
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- Figure 31: Purchase Influencers, June 2019
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- Figure 32: US, New product launches of multi-purpose surface cleaners as a percentage of all surface cleaner launches, 2014–Sept 2019
- The most frequently cleaned surfaces call for multi-purpose cleaners
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- Figure 33: Use of multi-purpose, specialty cleaners and wipes, by surface type, June 2019
- Parents of young children prioritize safe ingredients
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- Figure 34: Interest in natural ingredients, allergen elimination and free-from claims, by age of children in the house, June 2019
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- Figure 35: Usage frequency of natural household products compared to a year ago, by age of child, April 2019
- Brand name and long-lasting clean gain influence
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- Figure 36: TURF analysis – Purchase influencers, June 2019
- Methodology
Purchase Behaviors and Attitudes
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- Consumers are habitual shoppers and are trading down, but some express interest in innovations
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- Figure 37: Attitudes towards surface cleaners, June 2019
- Consumers show strong interest in reusable bottles
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- Figure 38: Interest in refillable bottles, by age and income, June 2019
- Consumers want cleaners that reduce the need to clean
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- Figure 39: Interest in surface cleaner innovations and select attitudes, June 2019
- Young consumers want robots, but older consumers need them
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- Figure 40: Interest in cleaning robots, by generation, June 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 41: Total US sales and forecast of household surface cleaners, at current prices, 2014-24
- Figure 42: Total US retail sales of household surface cleaners, by segment, at current prices, 2017 and 2019
- Figure 43: Total US retail sales of household surface cleaners, by channel, at current prices, 2014-19
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Appendix – Key Players
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- Figure 44: Multi-outlet sales of toilet, tub & tile cleaners, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 45: Multi-outlet sales of all-purpose cleaners, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 46: Multi-outlet sales of specialized cleaners, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 47: Multi-outlet sales of furniture polish, by leading companies and brands, rolling 52 weeks 2018 and 2019
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