The household cleaning products market posted 3% growth from 1998 to 2003. However, when accounting for the effects of inflation, this translates into an actual decline of almost 9% over the period. Although some household cleaning products have near universal penetration, the changing nature of how consumers clean their homes as well as the types of surfacing materials (primarily flooring and countertops) consumers have been incorporating into their homes has changed the nature and frequency of cleaning products used.

Although the penetration level of most traditional product segments has remained stable, Mintel's exclusive research revealed that 75% of respondents have tried disposable wipes compared to only 59% a year ago. Although these products are reducing the amount of traditional cleaning products used by consumers (and as a result, their market sales), consumers primarily use these products for quick touch-ups and spot cleaning, still relying on traditional cleaning products for their major cleaning jobs. In addition, changing consumer cleaning habits have not had a major impact on consumer satisfaction with the cleanliness of their homes, with a full 85% reporting satisfaction.

In order to maintain market share and encourage consumers to spend more on household cleaning products, manufacturers must understand recent changes in consumer attitudes and purchasing behavior. This report provides a detailed study of the consumer perspective in relation to household cleaning products. The first report in this series, Household Cleaning Products Volume 1: The Market, provides the product, supplier and retailer perspective to this market.

This report covers the U.S. market for household cleaning products. The range of products covered in this report includes:

multipurpose surface cleaners/disinfectants

bathroom and kitchen cleaners/disinfectants (including abrasive tub/tile cleaners, non-abrasive tub/tile cleaners, glass cleaner/ammonia, toilet bowl cleaners, drain cleaners)

spray disinfectants

oven/appliance cleaner/degreasers

specialty cleaners/polishes

lime/rust removers

furniture, floor cleaners, waxes and polishes

carpet/upholstery and fabric deodorizers and cleaners and fabric treatments, for example, Febreze

cleaner cloths/wipes (excluding metal polishing cloths, personal cleaning cloths/wipes, automotive cleaning cloths/wipes and baby wipes).

Products with a primarily cosmetic purpose, such as air fresheners, have been excluded, but lavatory blocks, colorants and fresheners have been included because they have a disinfecting role. Cleaning hardware products, such as mops and brooms, have also been excluded, as have disinfectants used primarily for medicinal purposes, and products relating to the car care market.

Specifically excluded are cleaning products for industrial/commercial use, clothes-cleaning detergents of any kind, dishwashing products, and personal cleaning products.

This report contains IRI InfoScan data.