Four straight years of declining category sales suggest that the household cleaning products market is undergoing something more significant than a temporary recession-driven downturn. More than just trimming expenditures on products, consumers are changing the ways they approach the task of cleaning the house. By taking a close look at marketplace results, this report sheds light on how old housecleaning habits are giving way to new behaviors. In-depth analysis provided ...
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Scope and Themes
Executive Summary
Insights and Opportunities
Inspire Insights
Market
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Market Size and Forecast
Market Drivers
Competitive Context
Overall Segment Performance
Segment Performance—Household Surface Cleaners
Segment Performance—Rug/Upholstery/Fabric Cleaners
Segment Performance—Sponges and Scouring Pads
Segment Performance—Cleaning Cloths/Wipes
Segment Performance—Furniture Polish
Segment Performance—Floor Cleaners/Wax Removers
Retail Channels
Retail Channels—Supermarkets
Retail Channels—Other FDMx
Retail Channels—Natural Supermarkets
Brand/Company
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Leading Companies
Brand Share—Household Surface Cleaners
Brand Share—Rug/Upholstery/Fabric Cleaners
Brand Share—Sponges and Scouring Pads
Brand Share—Cleaning Cloths/Wipes
Brand Share—Furniture Polish
Brand Share—Floor Cleaners/Wax Removers
Innovation and Innovators
Brands and Marketing Strategies
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
IRI/Builders—Key Household Purchase Measures
Appendix—Trade Associations
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Sales results in each of the category’s six major segments, including sub-segment breakdowns for household surface cleaners and cleaning cloths/wipes
