Table of Contents
Executive Summary
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- Figure 1: Short, medium and long term impact of Covid-19 on household care, April 2020
- Top takeaways
- Key trends
- COVID-19 shifts priorities, cleaning habits
- Women run the home
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- Figure 2: Housecleaning responsibility, by parental status, gender by marital status, January 2020
- Cleaning is (for some) a positive pastime
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- Figure 3: Cleaning frequency, March 2019 and January 2020
- Convenience, routine underpin category
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- Figure 4: Select attitudes toward cleaning, strongly agree, January 2020
- Safe will become an expectation, natural is the way to achieve it
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- Figure 5: Select attitudes toward cleaning, preference for chemical-free cleaning, and select preferred cleaning product attributes, January 2020
- What’s next
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Impact of COVID-19 on Cleaning the House
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- Figure 6: Short, medium and long term impact of Covid-19 on household care, April 2020
- Opportunities and Threats
- COVID-19 will have a varied impact on household care long term
- Be community-minded
- Science will prove efficacy and safety
- Keep sight of eco-needs
- Impact on the household care market
- 2020 will see a short-term uptick in spend, participation
- Shifts in consumer behavior
- Disinfection and hygiene will remain a priority
- Distribution channels will be disrupted, causing a shift in consumer behavior
- Lack of availability and limited delivery times impact consumer perception
- Now is not the time for household brands to go silent
- How the crisis will affect household care key consumer segments
- Key consumer segments
- How a COVID-19 recession will reshape the household care industry
- Unemployment will limit discretionary spend, renew focus on value
- DTC brands see increased demand but will need to prove value longer-term
- Science will lead the way to safer products in the longer term
- COVID-19: US context
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The Market – What You Need to Know
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- Market could see rise in online shopping
Market Perspective
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- Retail landscape becomes more fragmented, competitive
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- Figure 7: Coronavirus lifestyle changes, March 2020
Impact of COVID-19 on Cleaning the House
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- Global health pandemic will put physical health back in forefront
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- Figure 8: Coronavirus lifestyle changes, March 2020
Market Factors
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- Household size in decline
Key Players – What You Need to Know
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- P&G maintains leading position in equipment segment, private label gaining ground
- Automation, zero-waste and chemical-free set to impact cleaning tools
- Natural land grab for leading brands while wipes gain ground
- Brands will engage consumers in new ways, high- and low-tech innovations on the horizon
Market Spotlight: Cleaning Tools
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- P&G grows while private label shows renewed strength
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- Figure 9: Mr. Clean Magic Eraser Dry Eraser Sheets, US, 2019
- Figure 10: MULO sales of household cleaning equipment, by leading companies, rolling 52 weeks 2019 and 2020
- Automation will increase penetration of robotic devices
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- Figure 11: Ownership of cleaning robots, by age and income, parental status, January 2020
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- Figure 12: irobot
- Position cleaning tools alongside zero-waste movement
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- Figure 13: Skura Style sponge
- Chemical-free tools hold potential
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- Figure 14: Attitudes and behaviors toward cleaning equipment, January 2020
What’s Happening
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- A new marketing mix for brands
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- Figure 15: Spotify cleaning playlist
- The natural revolution: indie startups give way to big CPG
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- Figure 16: Love Home and Planet Lavender & Argan Oil Dryer Sheets
- Wipes gain category share year over year
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- Figure 17: MULO sales of cleaning cloths/wipes, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Growing recognition of “good” germs
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- Figure 18: Percentage of household product launches featuring probiotic claims, Jan 2017-Dec 2019
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- Figure 19: VEO Probiotic Cleaner
What to Watch
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- Zero waste mind-set will impact cleaning habits, NPD
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- Figure 20: Goals in household cleaning the house – Any important (net), April 2019
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- Figure 21: Truman’s
- The relationship between home and self-care evolve
- Give women a break
- Name brands lose relevance
- Hassle- and hands-free cleaning may be closer than we think
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- Figure 22: Love Home and Planet Vetiver & Tea Tree Scented Re-Wear Dry Wash Spray
The Consumer – What You Need to Know
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- More Americans sharing household chores…
- …and cleaning more often…
- …for reasons beyond disease prevention
- Convenience drives purchases
- Routine drives cleaning and shopping behaviors
- Green Cleaners ideal consumer segment for household brands
Housecleaning and Shopping Responsibilities
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- Sharing is caring: a rise in shared responsibilities
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- Figure 23: Housecleaning and shopping responsibility, March 2019-Jan 2020
- Who runs the home? Women!
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- Figure 24: Housecleaning responsibility, by parental status, gender by marital status, January 2020
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- Figure 25: Household shopping responsibility, by parental status, gender by marital status, January 2020
Cleaning Frequency
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- Americans cleaning (slightly) more often
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- Figure 26: Cleaning frequency, March 2019-January 2020
- Changes to household drive cleaning habits
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- Figure 27: Cleanmama
- Figure 28: Cleaning frequency – More often, by age, parental status (presence of children under 18) by gender, January 2020
Reasons for Cleaning More or Less Often
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- Redefine a “healthy” home
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- Figure 29: Reasons for cleaning more often, January 2020
- Time isn’t always on the housecleaner’s side
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- Figure 30: Reasons for cleaning less often, January 2020
Preferred Cleaning Product Attributes
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- Multi-purpose, disinfection are top priorities
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- Figure 31: Preferred cleaning product attributes, January 2020
- Natural ingredients prioritized over germ elimination
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- Figure 32: Lysol Brand New Day Tropical Scent Disinfecting Wipes, January 2019
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- Figure 33: TURF analysis – Preferred cleaning product attributes, January 2020
- Parents of young children seek safe, germ-fighting ingredients
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- Figure 34: Select preferred cleaning product attributes, by age of children in household, January 2020
Attitudes toward Cleaning
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- Preference for quick cleanups
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- Figure 35: Approach to cleaning, January 2020
- Housecleaners are habitual, convenience-driven shoppers
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- Figure 36: Preference for mainstream brands, by brand and natural product preferences, January 2020
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- Figure 37: Attitudes toward cleaning products and brands, January 2020
- Young adults, parents voice strong eco-ethical demands
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- Figure 38: Attitudes toward natural and eco-friendly cleaning, strongly agree, by age, parental status, January 2020
Consumer Segmentation – Attitudes toward Cleaning
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- Figure 39: Housecleaning consumer segments, January 2020
- Brand Loyalists
- Demographics:
- Who are they?
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- Figure 40: Shared housecleaning and shopping responsibility, by consumer segmentation, January 2020
- Quick Cleaners
- Demographics:
- Who are they?
- Green Cleaners
- Demographics:
- Who are they?
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- Figure 41: Cleaning frequency – More often, by consumer segmentation, January 2020
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Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Key Players
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- Figure 42: US launches of household products, by top five claims, January 2017-December 2019
- Figure 43: MULO sales of cleaning tools/mops/brooms, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 44: MULO sales of sponges and scouring pads, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 45: MULO sales of disposable and nondisposable gloves, by leading companies and brands, rolling 52 weeks 2019 and 2020
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