Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Surface cleaners gain on laundry care in pace of new product launches
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- Figure 1: Household care new product launches, by category, 2008-13
- New packaging increases as percentage of all household care launches
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- Figure 2: Household care new product launches, by type, 2008-13
- Time spent on housework changed little between 2003 and 2012
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- Figure 3: Time spent daily on housework, minutes, 2003-12
- The consumer
- Unit dose laundry detergents simplify, but dosing control still a key benefit
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- Figure 4: Laundry detergent packaging preferences, November 2013
- On-the-go cleanup an opportunity for young parents
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- Figure 5: Household cleaning product packaging preferences, by gender and age, November 2013
- Savings and convenience drive large-size purchases
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- Figure 6: Reasons for purchasing large-size household care products, November 2013
- Storability and weight keep some in standard sizes
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- Figure 7: Reasons for purchasing standard-size household care products, November 2013
- Attitudes concerning packaging and sustainability
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- Figure 8: Attitudes concerning packaging and sustainability, November 2013
- Communication elements that convey practical information draw attention
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- Figure 9: Attention to labeling elements, November 2013
- What we think
Issues and Insights
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- Can laundry detergents offer both simple dosing and personal control?
- The issues
- The implications
- What are the opportunities for sustainable packaging?
- The issues
- The implications
- Could packaging encourage people to do more cleaning?
- The issues
- The implications
Trend Applications
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- Trend: Make it Mine
- Trend: Minimize Me
- Mintel Futures: Brand Intervention
Category Performance – New Product Launches
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- Key points
- Surface cleaners gain on laundry care in pace of new product launches
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- Figure 10: Household care new product launches, by category, 2008-13
- New packaging increases as percentage of all household care launches
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- Figure 11: Household care new product launches, by launch type, 2008-13
- Bottles remain dominant package type, but pouches, aerosol gain ground
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- Figure 12: Household care new product launches, by package type, 2008-13
Market Drivers
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- Time spent on housework changed little between 2003 and 2012
- Gender gap in housework continues to narrow
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- Figure 13: Time spent daily on housework, minutes, 2003-12
- Number of households increases, but households with kids declines
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- Figure 14: Households, by presence of children, 2002-12
- Average household size edges down
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- Figure 15: Number of people in household, 2002-12
- Growing influence of Hispanic market
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- Figure 16: Households with own children, by race and Hispanic origin of householder, 2012
- Figure 17: Population, by race and Hispanic origin, 2008-18
Innovations and Innovators
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- Method dishwashing liquid spray bottle designed for spot cleaning
- Libman offers floor cleaner with premeasured dispenser
- SC Johnson offers twist-on concentrates and specialization
- Method super-concentrated detergent addresses sustainability and dosing
- Method designs for the home
- Seventh Generation emphasizes reusability with new glass dishwashing liquid bottle
Marketing Strategies
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- Windex Touch-Ups
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- Figure 18: Windex Touch-Ups, “Birds” TV ad, 2013
- Arm & Hammer Ultra Power emphasizes cleaning power over convenience
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- Figure 19: Arm & Hammer Ultra Power, “Big News in a Little Bottle” TV ad, 2013
- Tide Pods ads shift to rational, product-focused appeal for trial
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- Figure 20: Tide Pods, “Scales” TV ad, 2013
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- Figure 21: Tide Pods, “Packs a Punch” TV ad, 2013
- Clorox Smart Tube touted as “historic” invention
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- Figure 22: Clorox SmartTube, “Benjamin” TV ad, 2013
Use of and Interest in Household Care Product Concepts
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- Key points
- High levels of interest in packaging-related concepts
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- Figure 23: Use of and interest household care product concepts, November 2013
- Young adults more likely to have tried most new packaging innovations
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- Figure 24: Use household care product concepts, use/have used and would use again, by gender and age, November 2013
- Higher-income households opt for bulk sizes
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- Figure 25: Use household care product concepts, use/have used and would use again, by household income, November 2013
- Larger households more likely to use most packaging innovations
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- Figure 26: Use household care product concepts, use/have used and would use again, by household size, November 2013
Household Care Packaging Preferences
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- Key points
- Laundry detergents
- Unit dose products simplify, but dosing control still a key benefit
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- Figure 27: Laundry detergent packaging preferences, by gender and age, November 2013
- Greater dosing control a plus for larger households
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- Figure 28: Laundry detergent packaging preferences, by household size, November 2013
- Easy storage and dosing control part of appeal of super-concentrated detergents
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- Figure 29: Laundry detergent packaging preferences, by use of and interest in household care product concept – use/have used and would use again, November 2013
- Household surface cleaners
- On-the-go cleanup an opportunity for young parents
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- Figure 30: Household cleaning product packaging preferences, by gender and age, November 2013
- Tabletop cleaners appeal to larger households, encourage more cleaning
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- Figure 31: Household cleaning product packaging preferences, by household size, November 2013
Pack Sizes Purchased and Why
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- Key points
- Laundry detergent more likely to be purchased in large sizes
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- Figure 32: Household care product pack size purchased, November 2013
- Savings and convenience drive large-size purchases
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- Figure 33: Reasons for purchasing large-size household care products, November 2013
- Storability and weight keep some in standard sizes
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- Figure 34: Reasons for purchasing standard-size household care products, November 2013
- Higher-income shoppers more likely to opt for large sizes
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- Figure 35: Laundry detergent pack size purchased, by household income, November 2013
- Figure 36: Household hard surface cleaners pack size purchased, by household income, November 2013
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- Figure 37: Dishwashing products pack size purchased, by household income, November 2013
Attitudes Concerning Packaging and Sustainability
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- Key points
- Packaging sustainability not always top of mind among category shoppers
- Packaging recyclability more likely to be considered in-home than in-store
- Cost savings more likely than reduced waste to be important to refill users
- Concentrates and compostables could benefit from consumer education
- Older adults more likely to put eco-friendly attitudes into practice
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- Figure 38: Attitudes concerning packaging and sustainability, by gender and age, November 2013
- Opportunities at all income levels to equate eco-friendliness and frugality
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- Figure 39: Attitudes concerning packaging and sustainability, by household income, November 2013
Attention to Labeling Elements
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- Key points
- Practical information most likely to draw shopper attention
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- Figure 40: Attention to labeling elements, by gender and age, November 2013
- Larger households more likely to be focused on promotional messages
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- Figure 41: Attention to labeling elements, by household size, November 2013
Race and Hispanic Origin
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- Usage rates for most product types consistent across most groups
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- Figure 42: Use household care product concepts, use/have used and would use again, by race/Hispanic origin, November 2013
- Figure 43: Household cleaning product packaging preferences, by race/Hispanic origin, November 2013
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- Figure 44: Attitudes concerning packaging and sustainability, by race/Hispanic origin, November 2013
- Figure 45: Attention to labeling elements, by race/Hispanic origin, November 2013
Custom Consumer Groups
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- For parents, combination of convenience and control holds appeal
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- Figure 46: Laundry detergent packaging preferences, by gender and presence of children in household, November 2013
- Parents interested in packaging that makes cleaning more accessible
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- Figure 47: Household cleaning product packaging preferences, by gender and presence of children in household, November 2013
- Parents, especially dads, prioritize economizing over environment
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- Figure 48: Attitudes concerning packaging and sustainability, by gender and household income, November 2013
Appendix – Other Useful Consumer Tables
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- Household care product purchasing responsibility
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- Figure 49: Household care product purchasing responsibility– laundry detergent, by gender and age, November 2013
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- Figure 50: Household care product purchasing responsibility – laundry detergent, by household income, November 2013
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- Figure 51: Household care product purchasing responsibility – laundry detergent products, by household size, November 2013
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- Figure 52: Household care product purchasing responsibility – laundry detergent, by race/Hispanic origin, November 2013
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- Figure 53: Household care product purchasing responsibility – household hard surface cleaners, by gender and age, November 2013
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- Figure 54: Household care product purchasing responsibility – household hard surface cleaners, by household income, November 2013
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- Figure 55: Household care product purchasing responsibility – household hard surface cleaners, by household size, November 2013
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- Figure 56: Household care product purchasing responsibility – household hard surface cleaners, by race/Hispanic origin, November 2013
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- Figure 57: Household care product purchasing responsibility – dishwashing products, by gender and age, November 2013
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- Figure 58: Household care product purchasing responsibility – dishwashing products, by household income, November 2013
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- Figure 59: Household care product purchasing responsibility – dishwashing products, by household size, November 2013
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- Figure 60: Household care product purchasing responsibility – dishwashing products, by race/Hispanic origin, November 2013
- Use of and interest in household care product concepts
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- Figure 61: Use of and interest single-dose laundry detergent pacs or pods, by gender and age, November 2013
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- Figure 62: Use of and interest single-dose laundry detergent pacs or pods, by household income, November 2013
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- Figure 63: Use of and interest single-dose laundry detergent pacs or pods, by household size, November 2013
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- Figure 64: Use of and interest single-dose laundry detergent pacs or pods, by race/Hispanic origin, November 2013
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- Figure 65: Use of and interest in super-concentrated laundry detergent (eg 4x), by gender and age, November 2013
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- Figure 66: Use of and interest in super-concentrated laundry detergent (eg 4x), by household income, November 2013
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- Figure 67: Use of and interest in super-concentrated laundry detergent (eg 4x), by household size, November 2013
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- Figure 68: Use of and interest in super-concentrated laundry detergent (eg 4x), by race/Hispanic origin, November 2013
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- Figure 69: Use of and interest in surface cleaner concentrate mixed with water in a spray bottle, by gender and age, November 2013
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- Figure 70: Use of and interest in surface cleaner concentrate mixed with water in a spray bottle, by household income, November 2013
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- Figure 71: Use of and interest in surface cleaner concentrate mixed with water in a spray bottle, by household size, November 2013
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- Figure 72: Use of and interest in surface cleaner concentrate mixed with water in a spray bottle, by race/Hispanic origin, November 2013
- Household cleaning product packaging preferences
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- Figure 73: Laundry detergent packaging preferences, by household income, November 2013
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- Figure 74: Household cleaning product packaging preferences, by household income, November 2013
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- Figure 75: Household cleaning product packaging preferences, by use of and interest in household care product concept – use/have used and would use again, November 2013
- Laundry detergent pack size purchased
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- Figure 76: Laundry detergent pack size purchased, by gender and age, November 2013
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- Figure 77: Laundry detergent pack size purchased, by household income, November 2013
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- Figure 78: Laundry detergent pack size purchased, by household size, November 2013
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- Figure 79: Laundry detergent pack size purchased, by race/Hispanic origin, November 2013
- Household hard surface cleaner pack size purchased
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- Figure 80: Household hard surface cleaner pack size purchased, by gender and age, November 2013
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- Figure 81: Household hard surface cleaner pack size purchased, by household income, November 2013
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- Figure 82: Household hard surface cleaner pack size purchased, by household size, November 2013
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- Figure 83: Household hard surface cleaner pack size purchased, by race/Hispanic origin, November 2013
- Dishwashing product pack size purchased
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- Figure 84: Dishwashing product pack size purchased, by gender and age, November 2013
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- Figure 85: Dishwashing product pack size purchased, by household income, November 2013
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- Figure 86: Dishwashing product pack size purchased, by household size, November 2013
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- Figure 87: Dishwashing product pack size purchased, by race/Hispanic origin, November 2013
- Reasons for purchasing standard-size laundry detergent
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- Figure 88: Reasons for purchasing standard-size laundry detergent, by gender and age, November 2013
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- Figure 89: Reasons for purchasing standard-size laundry detergent, by household income, November 2013
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- Figure 90: Reasons for purchasing standard-size laundry detergent, by household size, November 2013
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- Figure 91: Reasons for purchasing standard size laundry detergent, by race/Hispanic origin, November 2013
- Reasons for purchasing standard-size household hard surface cleaners
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- Figure 92: Reasons for purchasing standard-size household hard surface cleaners, by gender and age, November 2013
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- Figure 93: Reasons for purchasing standard-size household hard surface cleaners, by household income, November 2013
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- Figure 94: Reasons for purchasing standard-size household hard surface cleaners, by household size, November 2013
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- Figure 95: Reasons for purchasing standard-size household hard surface cleaners, by race/Hispanic origin, November 2013
- Reasons for purchasing standard-size dishwashing products
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- Figure 96: Reasons for purchasing standard-size dishwashing products, by gender and age, November 2013
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- Figure 97: Reasons for purchasing standard-size dishwashing products, by household income, November 2013
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- Figure 98: Reasons for purchasing standard-size dishwashing products, by household size, November 2013
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- Figure 99: Reasons for purchasing standard-size dishwashing products, by race/Hispanic origin, November 2013
- Reasons for purchasing large-size laundry detergent
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- Figure 100: Reasons for purchasing large-size laundry detergent, by gender and age, November 2013
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- Figure 101: Reasons for purchasing large-size laundry detergent, by household income, November 2013
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- Figure 102: Reasons for purchasing large-size laundry detergent, by household size, November 2013
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- Figure 103: Reasons for purchasing large-size laundry detergent, by race/Hispanic origin, November 2013
- Reasons for purchasing large-size household hard surface cleaners
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- Figure 104: Reasons for purchasing large-size household hard surface cleaners, by gender and age, November 2013
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- Figure 105: Reasons for purchasing large-size household hard surface cleaners, by household income, November 2013
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- Figure 106: Reasons for purchasing large-size household hard surface cleaners, by household size, November 2013
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- Figure 107: Reasons for purchasing large-size household hard surface cleaners, by race/Hispanic origin, November 2013
- Reasons for purchasing large-size dishwashing products
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- Figure 108: Reasons for purchasing large-size dishwashing products, by gender and age, November 2013
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- Figure 109: Reasons for purchasing large-size dishwashing products, by household income, November 2013
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- Figure 110: Reasons for purchasing large-size dishwashing products, by household size, November 2013
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- Figure 111: Reasons for purchasing large-size dishwashing products, by race/Hispanic origin, November 2013
- Attitudes concerning packaging and sustainability
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- Figure 112: Attitudes concerning packaging and sustainability, by household size, November 2013
- Attention to labeling elements
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- Figure 113: Attention to labeling elements, by household income, November 2013
Appendix – Trade Associations
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