Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Advertising videos
- Abbreviations and terms
Executive Summary
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- Market at a glance: sales declines signal shift in cleaning behavior; future outlook similar to the recent past
- Biggest segments easiest targets for cutbacks
- Household surface cleaner sales drop steadily
- Rug/upholstery/fabric cleaner sales slide
- Innovation spurs modest gains in sponges and scouring pads
- Growth slows in cleaning cloths/wipes
- Furniture polish holding steady
- Floor cleaners/wax removers
- Green growth slows
- After growing in the recession, private label loses momentum
- Supermarkets and mass merchants dominate retail scene
- Three evenly matched companies form top tier of category
- Brand share trends by segment
- Clorox overtakes Reckitt Benckiser at top of household surface cleaner segment
- Febreze line extends to stay ahead of the pack in rug/upholstery/fabric cleaners
- 3M dominates sponges and scouring pads through innovations and breadth
- Clorox holds strong in cleaning cloths/wipes
- Pledge dominates furniture polish
- Swiffer Wet Jet leads floor cleaners/wax removers
- Pace of new product launches picks up, impact is mixed
Insights and Opportunities
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- Multi-purpose vs. specialization
- Top-to-bottom vs. ad hoc cleaning
- Effective cleaning vs. safe cleaning
- As existing products work to change perceptions, opportunity for all-new ideas
Inspire Insights
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- Trend: Snack Society
- Trend: Mood to Order
Market Size and Forecast
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- Key points
- Category continues to suffer as consumers economize on cleaning
- Some segments impacted more than others, suggesting shifting cleaning habits
- Green cleaning products lose their shine
- Amid declines, a few positive signs
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- Figure 1: Total U.S. sales and forecast of household cleaning products at current prices, 2005-15
- Figure 2: Total U.S. sales and forecast of household cleaning products at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 3: Total U.S. sales and forecast of household cleaning products at current prices, 2005-15
- Walmart sales
Market Drivers
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- Economic concerns drive the market
- Household growth slows overall
- Households with kids declining
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- Figure 4: Households, by presence of children younger than 18, 2000-10
- Consumer sentiment sees only halting improvement
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- Figure 5: ICS, January 2006-March 2011
- Professional cleaning services still down
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- Figure 6: Trends in who cleans the house, 2006-11
- Pace of new product introductions picks up
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- Figure 7: U.S. new household cleaning product introductions, 2003-10
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- Figure 8: Top packaging claims for household cleaning product introductions, 2006-10
Competitive Context
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- Competition from within
- Going for the green, but coming up short
- Green-positioned brands still only a small slice of market
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- Figure 9: FDMx sales of select environmentally friendly household cleaning brands, 2005-11
- Private label makes gains in recession then levels off
- A new equilibrium?
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- Figure 10: FDMx household cleaning product private label market share, by segment, 2005-11
- Retailers strengthen their own brands
- Homelife - Supervalu
- Duane Reade – Apt. 5 Goes Green
Overall Segment Performance
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- Key points
- Biggest segments easiest targets for cutbacks
- Focus on multi-purpose blurring segment boundaries
- Special purpose segments and sub-segments more resilient
- Floor covering trends evident in shifting segment sales
- Tangible innovation drives segment sales
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- Figure 11: FDMx sales and forecast of household cleaning products at current prices, by segment, 2005-15
- Figure 12: FDMx sales of household cleaning products, by segment, 2008 and 2010
Segment Performance—Household Surface Cleaners
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- Key points
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- Figure 13: FDMx sales and forecast of household surface cleaners, 2005-15
- Figure 14: FDMx sales of household surface cleaners, by type, 2008 and 2010
Segment Performance—Rug/Upholstery/Fabric Cleaners
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- Key points
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- Figure 15: FDMx sales and forecast of rug/upholstery/fabric cleaners, 2005-15
Segment Performance—Sponges and Scouring Pads
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- Key points
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- Figure 16: FDMx sales and forecast of sponges and scouring pads, 2005-15
Segment Performance—Cleaning Cloths/Wipes
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- Key points
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- Figure 17: FDMx sales and forecast of cleaning cloths/wipes, 2005-15
- Figure 18: FDMx sales of cleaning cloths/wipes, by type, 2008 and 2010
Segment Performance—Furniture Polish
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- Key points
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- Figure 19: FDMx sales and forecast of furniture polish, 2005-15
Segment Performance—Floor Cleaners/Wax Removers
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- Key points
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- Figure 20: FDMx sales and forecast of floor cleaners/wax removers, 2005-15
Retail Channels
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- Key points
- Supermarkets and mass merchants dominate
- Other channels compete on their own terms
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- Figure 21: U.S. sales of household cleaning products, by retail channel, 2008 and 2010
Retail Channels—Supermarkets
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- Key points
- Supermarkets stem share losses with promotions
- Opportunities to regain momentum
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- Figure 22: U.S. sales of household cleaning products at supermarkets, 2005-10
Retail Channels—Other FDMx
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- Key points
- Drug stores and Target capture trips and sales from supermarkets
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- Figure 23: U.S. sales of household cleaning products at other channels, 2005-10
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Sales of household cleaners and supplies in the natural channel
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- Figure 24: Natural supermarket sales of household cleaners and supplies, at current prices, 2008-10
- Figure 25: Natural supermarket sales of household cleaners and supplies, at inflation-adjusted prices, 2008-10
- Natural channel sales by segment
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- Figure 26: Natural supermarket sales of household cleaners and supplies, by segment, 2008 and 2010
- Seventh Generation Responds to Market Challenges
Leading Companies
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- Key points
- Three evenly matched companies form top tier of category
- Still plenty of room for smaller players
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- Figure 27: FDMx sales of leading household cleaning products companies, 2010 and 2011
Brand Share—Household Surface Cleaners
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- Key points
- Key points by sub-segments from 2010-11:
- Household surface cleaners
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- Figure 28: FDMx brand sales of all household surface cleaners, 2010 and 2011
- All-purpose cleaner and disinfectant
- Long list of well-known brands compete
- Claims of eco-friendliness quietly growing more widespread
- Conventional brands claim green credentials
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- Figure 29: FDMx brand sales of all-purpose cleaner/disinfectant, 2010 and 2011
- Toilet bowl cleaners and disinfectants
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- Figure 30: FDMx brand sales of toilet bowl cleaners/disinfectants, 2010 and 2011
- Non-abrasive tub and tile cleaners
- Duration equals value for Scrubbing Bubbles Extend-A-Clean
- Soft Scrub Total promises simplification
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- Figure 31: FDMx brand sales of non-abrasive tub and tile cleaners, 2010 and 2011
- Glass cleaner/ammonia
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- Figure 32: FDMx brand sales of glass cleaner/ammonia, 2010 and 2011
- Drain cleaner
- Two-brand battle defines sub-segment
- Private label grows at expense of “all other”
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- Figure 33: FDMx brand sales of drain cleaner, 2010 and 2011
- Spray disinfectant
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- Figure 34: FDMx brand sales spray disinfectant, 2010 and 2011
- Abrasive tub and tile cleaners
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- Figure 35: FDMx brand sales abrasive tub and tile cleaners, 2010 and 2011
- Oven/appliance cleaner/degreaser
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- Figure 36: FDMx brand sales oven/appliance cleaner/degreaser, 2010 and 2011
- Specialty cleaner/polish
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- Figure 37: FDMx brand sales specialty cleaner/polish, 2010 and 2011
- Lime/rust remover
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- Figure 38: FDMx brand sales lime/rust remover, 2010 and 2011
Brand Share—Rug/Upholstery/Fabric Cleaners
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- Key points
- Febreze line extends to stay ahead of the pack
- Reckitt Benckiser gains with Resolve and Lysol Neutra
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- Figure 39: FDMx brand sales of rug/upholstery/fabric cleaners, 2010 and 2011
Brand Share—Sponges and Scouring Pads
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- Key points
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- Figure 40: FDMx brand sales of sponges and scouring pads, 2010 and 2011
Brand Share—Cleaning Cloths/Wipes
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- Key points
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- Figure 41: FDMx brand sales of cleaning cloths and wipes, 2010 and 2011
Brand Share—Furniture Polish
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- Key points
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- Figure 42: FDMx brand sales of furniture polish, 2010 and 2011
Brand Share—Floor Cleaners/Wax Removers
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- Key points
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- Figure 43: FDMx brand sales of floor cleaners/wax removers, 2010 and 2011
Innovation and Innovators
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- Key points
- New product activity returns to heavy pace
- Surface cleaner launches more likely to win share than grow category
- Implement innovation spurs sales
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- Figure 44: Household cleaning product introductions, by product category, 2006-11*
- Environmentally friendly claims top list
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- Figure 45: Top packaging claims for household cleaning product introductions, 2006-11*
- Environmentally friendly claims grow more diverse
- Aromatherapy
- Cleaning power
- Hypoallergenic
- Reusable, remixable, recycled
- Organic
- Convenience and ease
- Cleaning strength
- Kids and pets
Brands and Marketing Strategies
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- Swiffer touts product innovation
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- Figure 46: Swiffer Sweeper TV ad, 2010
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- Figure 47: Swiffer Wet Jet Antibacterial TV ad, 2011
- Swiffer uses online presence to educate, promote, connect with moms
- Cesar Milan helps Swiffer connect with pet owners
- Scrubbing Bubbles advertising idea defines brand
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- Figure 48: Scrubbing Bubbles Gel TV ad, 2010
- Scrubbing Bubbles online
- Febreze driven by “refreshing” innovation
- Co-branding extends Febreze message further
- Pledge updates its image, pushes for multi-purpose use
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- Figure 49: Pledge multi-use TV ad, 2010
IRI/Builders—Key Household Purchase Measures
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- Overview of household cleaners
- All-purpose cleaner/disinfectant
- Consumer insights on key purchase measures—all purpose cleaner/disinfectant
- Brand map
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- Figure 50: Brand map, selected brands of all-purpose cleaner/disinfectant buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 51: Key purchase measures for the top brands of all-purpose cleaner/disinfectant, by household penetration, 2010*
- Non-abrasive tub/tile cleaner
- Consumer insights on key purchase measures—non-abrasive tub/tile cleaner
- Brand map
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- Figure 52: Brand map, selected brands of non- abrasive tub/tile cleaner buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 53: Key purchase measures for the top brands of non-abrasive tub/tile cleaner, by household penetration, 2010*
- Abrasive tub/tile cleaner
- Consumer insights on key purchase measures—abrasive tub/tile cleaner
- Brand map
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- Figure 54: Brand map, selected brands of abrasive tub/tile cleaner buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 55: Key purchase measures for the top brands of abrasive tub/tile cleaner, by household penetration, 2010*
Appendix—Trade Associations
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