Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Slow growth overall, but opportunities for products that enable easy, effective cleaning
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- Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2008-18
- Convenience and ease drive segment shifts
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- Figure 2: Sales of household surface cleaners, by segment, 2011 and 2013
- Key players
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- Figure 3: MULO share of household surface cleaners, by leading companies, 2012 and 2013
- The consumer
- Declining use of most labor-intensive cleaners reflects shift in habits
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- Figure 4: Household usage of surface cleaners, 2008-13
- Cleaning power, disinfection are top priorities in product selection
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- Figure 5: Importance of household surface cleaner attributes, August 2013
- Housecleaners opt for specialized cleaners over multipurpose products
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- Figure 6: Household surface cleaner usage behaviors, August 2013
- Attitudes toward household surface cleaners
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- Figure 7: Attitudes toward household surface cleaners, August 2013
- What we think
Issues and Insights
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- Driving sales through specialization
- The issues
- The implications
- Wipes: Added value vs added volume
- The issues
- The implications
- Natural opportunities
- The issues
- The implications
Trend Applications
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- Inspire Trend: Transumers
- Inspire Trend: Make it Mine
- Mintel Futures: Human
Market Size and Forecast
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- Key points
- Slow growth overall, but opportunities for products that enable easy, effective cleaning
- Sales and forecast of household surface cleaners
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- Figure 8: Total US sales and forecast of household surface cleaners, at current prices, 2008-18
- Figure 9: Total US sales and forecast of household surface cleaners, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2008-18
Market Drivers
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- Household income stabilizes but remains weak
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- Figure 11: Median household income, in inflation-adjusted dollars, 2002-12
- Economizing mindset keeps sales growth in check
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- Figure 12: Household surface cleaner shopping behaviors, by household income, August 2013
- Consumer confidence creeps up only to get knocked back down
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- Figure 13: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
- Time spent on housework changed little between 2003 and 2012
- Gender gap in housework continues to narrow
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- Figure 14: Time spent daily on housework, minutes, 2003-12
- Number of households increases, but households with kids declines
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- Figure 15: Households, by presence of children, 2002-12
- Average household size edges down
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- Figure 16: Number of people in household, 2002-12
- Growing influence of Hispanic market
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- Figure 17: Households with own children, by race and Hispanic origin of householder, 2012
- Figure 18: Population, by race and Hispanic origin, 2008-18
Competitive Context
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- Disposable wipes drive growth in private label share
- In other segments, private label remains low
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- Figure 19: Private label share of household surface cleaners, by segment, 2009-13
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- Figure 20: Hard surface cleaner new product launches, branded vs private label, 2008-13
- Growth stalls for eco-friendly brands
- Walmart move may level the playing field
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- Figure 21: MULO sales of select eco-friendly household surface cleaners, 2009-13
Segment Performance
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- Key points
- Convenience and ease drive segment shifts
- Sales of household surface cleaners, by segment
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- Figure 22: Sales of household surface cleaners, segmented by type, 2011 and 2013
Segment Performance – Toilet/Tub/Tile Cleaners
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- Key points
- Toilet/tub/tile cleaner sales slip
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- Figure 23: Total US sales and forecast of toilet/tub/tile cleaners, at current prices, 2008-18
- Figure 24: MULO sales of toilet/tub/tile cleaners, by subsegments, 2009-13
Segment Performance – All-Purpose Cleaners
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- Key points
- New products address variety of needs and preferences
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- Figure 25: Total US sales and forecast of all-purpose cleaners, at current prices, 2008-18
Segment Performance – Specialized Cleaners
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- Key points
- Diverging sales trends among specialized subsegments
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- Figure 26: Total US sales and forecast of specialized cleaners, at current prices, 2008-18
- Figure 27: MULO sales of specialized cleaners, by subsegments, 2009-13
Segment Performance – Cleaning Cloths/Wipes
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- Key points
- Interest in quick disinfection spreads, continues to drive wipes growth
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- Figure 28: Total US sales and forecast of cleaning cloths/wipes, at current prices, 2008-18
Segment Performance – Floor Cleaners/Wax Removers
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- Key points
- Fluctuating sales for Swiffer solutions stall segment sales growth
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- Figure 29: Total US sales and forecast of floor cleaners/wax removers, at current prices, 2008-18
Segment Performance – Furniture Polish
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- Key points
- Declining household usage brings down sales
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- Figure 30: Total US sales and forecast of furniture polish, at current prices, 2008-18
Retail Channels
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- Key points
- Price and value shopping favors “other” channels
- Beyond price, opportunities to play to channel strengths
- Sales of household surface cleaners, by channel
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- Figure 31: Sales of household surface cleaners, by channel, 2011 and 2013
- Figure 32: Sales of household surface cleaners, by channel, 2008-13
Leading Companies
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- Key points
- Reckitt Benckiser gains on Clorox with Lysol Power & Free
- SC Johnson blurs segment lines
- Manufacturer sales of market
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- Figure 33: MULO sales of household surface cleaners, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Toilet/Tub/Tile Cleaners
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- Key points
- Power & Free boosts Lysol and Reckitt Benckiser sales and share
- Manufacturer sales of toilet/tub/tile cleaners
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- Figure 34: MULO sales of toilet/tub/tile cleaners, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – All-Purpose Cleaners
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- Key points
- Clorox and Pine-Sol slip but hold on to their lead
- Lysol Power & Free helps lift Reckitt Benckiser to number two slot
- SC Johnson gains by expanding the scope of its core brands
- Manufacturer sales of all-purpose cleaners
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- Figure 35: MULO sales of all-purpose cleaners, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Specialized Cleaners
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- Key points
- Specialized cleaners cover a variety of specialized needs
- Disinfectant spray
- Glass cleaners
- Drain cleaners
- Appliance cleaners
- Manufacturer sales of specialized cleaners
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- Figure 36: MULO sales of specialized cleaners, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Cleaning Cloths/Wipes
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- Key points
- Market share shifts in growing disposable cleaning cloths/wipes segment
- Retailers take advantage of segment’s popularity
- Power & Free boosts Lysol share
- Manufacturer sales of cleaning cloths/wipes
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- Figure 37: MULO sales of cleaning cloths/wipes, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Floor Cleaners/Wax Removers
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- Key points
- Swiffer faces competition from all sides
- Bona gains ground at the high end
- Manufacturer sales of floor cleaner/wax removers
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- Figure 38: MULO sales of floor cleaner/wax removers, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Furniture Polish
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- Key points
- As segment shrinks, SC Johnson extends its lead
- Manufacturer sales of furniture polish
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- Figure 39: MULO sales of furniture polish, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- New product activity concentrated among all-purpose cleaners
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- Figure 40: Household surface cleaner product launches, by product type, 2008-13
- Eco-friendly claims most prominent
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- Figure 41: Household surface cleaner product launches, by claims, 2008-13
- Convenience a key theme for packaging innovation
- Fragrance variety continues to expand
- Specialization drives new product development across segments
- Nano coatings reduce need for surface cleaning
Marketing Strategies
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- Lysol “Healthing” campaign
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- Figure 42: Lysol “Healthing” TV ad, 2013
- Pledge refocuses on dusting
- Windex Touch-Up extends brand to new cleaning occasions
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- Figure 43: Windex Touch-Up “New Way to Clean” TV ad, 2013
- Clorox wipes: easy disinfecting and humor
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- Figure 44: Clorox wipes “Poker NIght” TV ad, 2013
- Figure 45: Clorox wipes “The Healer” TV ad, 2013
Social Media
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- Key points
- Key social media metrics
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- Figure 46: Key performance indicators, October 2013
- Market overview
- Brand usage and awareness
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- Figure 47: Brand usage and awareness of household surface cleaners, August 2013
- Interaction with brands
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- Figure 48: Interaction with household surface cleaners, August 2013
- Online conversations
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- Figure 49: Online mentions, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
- Where are people talking about household surface cleaners?
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- Figure 50: Mentions, by page type, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
- What are people talking about online?
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- Figure 51: Mentions, by type of conversation, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
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- Figure 52: Major areas of discussion surrounding selected household surface cleaners, by page type, April 14, 2013-Oct. 13, 2013
- Brand analysis
- Lysol
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- Figure 53: Lysol key social media indicators, October 2013
- Clorox
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- Figure 54: Clorox key social media indicators, October 2013
- Windex
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- Figure 55: Windex key social media indicators, October 2013
- Pine-Sol
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- Figure 56: Pledge key social media indicators, October 2013
- Liquid-Plumr
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- Figure 57: Liquid-Plumr key social media indicators, October 2013
- Scrubbing Bubbles
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- Figure 58: Scrubbing Bubbles key social media indicators, October 2013
Usage of Surface Cleaners
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- Key points
- Household usage holds steady for most cleaning staples
- Declining use of most labor-intensive cleaners reflects shift in habits
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- Figure 59: Household usage of surface cleaners, 2008-13
- Young adults gravitate to quick cleanup products, but expect results
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- Figure 60: Household usage of surface cleaners, by age, May 2012 - June 2013
- For all surface cleaners, usage frequency increases with household size
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- Figure 61: Frequency of use of household surface cleaners, by household size, May 2012 -June 2013
Responsibility for Cleaning and Purchasing Cleaning Products
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- Women still more likely to clean and shop, but gender gap is narrowing
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- Figure 62: Responsibility for household cleaning and purchasing cleaning products, by gender and age, August 2013
Surface Cleaner Attribute Importance
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- Key points
- Cleaning power, disinfection are top priorities, ahead of versatility and ease
- Eco-friendliness falls further down the list
- For key group, fragrance as important as ease of use, versatility
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- Figure 63: Importance of household surface cleaner attributes, by gender and age, August 2013
- Shoppers from larger households keep family health in mind
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- Figure 64: Importance of household surface cleaner attributes, by household size, August 2013
Interest in Special Features
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- Key points
- Performance features most likely to command a premium
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- Figure 65: Interest in household surface cleaner special features, August 2013
- Shoppers from larger households more likely to pay up for added features
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- Figure 66: Interest in household surface cleaner special features, willing to pay more, by household size, August 2013
Household Surface Cleaner Usage Behaviors
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- Key points
- Housecleaners opt for specialized cleaners over multipurpose products
- Young adults seek advice, but not necessarily from cleaning brands
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- Figure 67: Household surface cleaner usage behaviors, by gender and age, August 2013
- Figure 68: Household surface cleaner usage behaviors, by household size, August 2013
Attitudes toward Household Surface Cleaners
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- Key points
- Interest in disinfection remains a key theme in household cleaning
- Targeted opportunities for natural cleaners
- Disposable wipes: Could light duty perception actually be a strength?
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- Figure 69: Attitudes toward household surface cleaners, August 2013
- Young adults deeply engaged in housecleaning and household cleaners
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- Figure 70: Attitudes toward household surface cleaners, any agree, by gender and age, August 2013
Race and Hispanic Origin
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- Black, Hispanic consumers use all types of cleaners more frequently
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- Figure 71: Frequency of use of household surface cleaners, by race/Hispanic origin, May 2012-June 2013
- Germ-killing, scent, and safety especially important in product selection
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- Figure 72: Importance of household surface cleaner attributes, by race/Hispanic origin, August 2013
- Strong interest in added features among Black and Hispanic consumers
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- Figure 73: Interest in household surface cleaner special features, by race/Hispanic origin, August 2013
- Interest in all-natural cleaners, but concern about price
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- Figure 74: Attitudes toward household surface cleaners, any agree, by race/Hispanic origin, August 2013
Home Care Segmentation Analysis
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- Figure 75: Home care segments, August 2013
- Holistic Cleaners
- Demographics
- Approach to home care
- Attitudes and behaviors concerning household surface cleaners
- Opportunity
- Easy Greens
- Demographics
- Approach to home care
- Attitudes and behaviors concerning household surface cleaners
- Opportunity
- Disengageds
- Demographics
- Approach to home care
- Attitudes and behaviors concerning household surface cleaners
- Opportunity
- Power Cleaners
- Demographics
- Approach to home care
- Attitudes and behaviors concerning household surface cleaners
- Opportunity
- Cluster characteristic tables
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- Figure 76: General home care attitudes, agree strongly, by target clusters, August 2013
- Figure 77: General home care attitudes, any agree, by target clusters, August 2013
- Figure 78: Responsibility for household cleaning and purchasing cleaning products, by target clusters, August 2013
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- Figure 79: Importance of household surface cleaner attributes, by target clusters, August 2013
- Figure 80: Interest in household surface cleaner special features, willing to pay more, by target clusters, August 2013
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- Figure 81: Household surface cleaner shopping behaviors, by target clusters, August 2013
- Figure 82: Household surface cleaner usage behaviors, by target clusters, August 2013
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- Figure 83: Attitudes toward household surface cleaners, any agree, by target clusters, August 2013
- Cluster demographic tables
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- Figure 84: Target clusters, by demographic, August 2013
- Cluster methodology
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IRI/Builders – Key Household Purchase Measures
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- Overview of household cleaners
- All-Purpose Cleaner/Disinfectants
- Consumer insights on key purchase measures
- Brand map
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- Figure 85: Brand map, selected brands of all-purpose cleaner/disinfectants buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 86: Key purchase measures for the top brands of all-purpose cleaner/disinfectants, by household penetration, 52 weeks ending June 24, 2012
- Nonabrasive Tub/Tile Cleaners
- Consumer insights on key purchase measures
- Brand map
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- Figure 87: Brand map, selected brands of nonabrasive tub/tile cleaners buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 88: Key purchase measures for the top brands of nonabrasive tub/tile cleaners, by household penetration, 52 weeks ending June 24, 2012
- Abrasive Tub/Tile Cleaners
- Consumer insights on key purchase measures
- Brand map
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- Figure 89: Brand map, selected brands of abrasive tub/tile cleaners buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 90: Key purchase measures for the top brands of abrasive tub/tile cleaners, by household penetration, 52 weeks ending June 24, 2012
Appendix – Other Useful Consumer Tables
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- Frequency of use of household surface cleaners
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- Figure 91: Frequency of use of household surface cleaners, by household size, May 2012 - June 2013
- Figure 92: Frequency of use of household surface cleaners, by race/Hispanic origin, May 2012 - June 2013
- General home care attitudes
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- Figure 93: General home care attitudes, August 2013
- General home care attitudes, agree strongly
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- Figure 94: General home care attitudes, agree strongly, by gender and age, August 2013
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- Figure 95: General home care attitudes, agree strongly, by household income, August 2013
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- Figure 96: General home care attitudes, agree strongly, by race/Hispanic origin, August 2013
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- Figure 97: General home care attitudes, agree strongly, by household size, August 2013
- General home care attitudes, any agree
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- Figure 98: General home care attitudes, any agree, by gender and age, August 2013
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- Figure 99: General home care attitudes, any agree, by household income, August 2013
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- Figure 100: General home care attitudes, any agree, by race/Hispanic origin, August 2013
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- Figure 101: General home care attitudes, any agree, by household size, August 2013
- Household usage of surface cleaners
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- Figure 102: Household usage of surface cleaners, by household income, May 2012 - June 2013
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- Figure 103: Household usage of surface cleaners, by household size, May 2012-June 2013
- Importance of household surface cleaner attributes
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- Figure 104: Importance of household surface cleaner attributes, by household income, August 2013
- Interest in household surface cleaner special features
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- Figure 105: Interest in household surface cleaner special features, willing to pay more, by gender and age, August 2013
- Household surface cleaner usage behaviors
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- Figure 106: Household surface cleaner usage behaviors, by household income, August 2013
- Attitudes toward household surface cleaners
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- Figure 107: Attitudes toward household surface cleaners, any agree, by household income, August 2013
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- Figure 108: Attitudes toward household surface cleaners, any agree, by household size, August 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 109: Brand usage or awareness, August 2013
- Figure 110: Clorox usage or awareness, by demographics, August 2013
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- Figure 111: Lysol usage or awareness, by demographics, August 2013
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- Figure 112: Windex usage or awareness, by demographics, August 2013
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- Figure 113: Scrubbing bubbles usage or awareness, by demographics, August 2013
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- Figure 114: Pine-Sol usage or awareness, by demographics, August 2013
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- Figure 115: Liquid-Plumr usage or awareness, by demographics, August 2013
- Activities done
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- Figure 116: Activities done, August 2013
- Figure 117: Clorox – Activities done, by demographics, August 2013
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- Figure 118: Lysol – Activities done, by demographics, August 2013
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- Figure 119: Windex – Activities done, by demographics, August 2013
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- Figure 120: Scrubbing bubbles – Activities done, by demographics, August 2013
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- Figure 121: Pine-Sol – Activities done, by demographics, August 2013
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- Figure 122: Liquid-Plumr – Activities done, by demographics, August 2013
- Online conversations
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- Figure 123: Online mentions, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
- Figure 124: Mentions, by page type, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
- Figure 125: Mentions, by type of conversation, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
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- Figure 126: Major areas of discussion surrounding selected household surface cleaners, by page type, April 14, 2013-Oct. 13, 2013
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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