Table of Contents
Executive Summary
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- Combined sales flat in major household care categories
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- Figure 1: Total US sales and forecast of home laundry products, household surface cleaners, and dishwashing products, at current prices, 2009-14
- Laundry care leads surface cleaners by small margin in pace of launches
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- Figure 2: Household care new product launches, by category, 2009-14
- Expansion of unit dose form favors increase in standup pouches
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- Figure 3: Household care new product launches, by package type, 2009-14
- Cleaning power a key purchase consideration, opportunity for packaging
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- Figure 4: Attribute importance, very important, October 2014
- Packaging features likely to draw interest but less likely to command a premium
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- Figure 5: Interest in new features and benefits, would pay more for, October 2014
- Information concerning effectiveness and usage draws greatest attention
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- Figure 6: Labeling communication priorities, October 2014
- Attitudes toward household care products
- For many, a bigger package means better value
- Education needed for more concentrated products
- Refill stations hold potential – If they offer a better value
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- Figure 7: Attitudes toward household care products, October 2014
- What we think
Issues and Insights
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- Packaging features as brand differentiators
- The issues
- The implications
- Concentrating on concentrates
- The issues
- The implications
- Is the time right for refilling stations?
- The issues
- The implications
Trend Applications
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- Trend: Green and Lean
- Trend: Obectify
- Futures: Human
Category Overview
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- Combined sales flat in major household care categories
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- Figure 8: Total US sales and forecast of home laundry products, household surface cleaners, and dishwashing products, at current prices, 2009-14
- Home laundry products
- Household surface cleaners
- Dishwashing products
New Product Launch Trends
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- Key points
- Laundry care leads surface cleaners by small margin in pace of launches
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- Figure 9: Household care new product share of launches sales, by category, 2014
- Unit dose form gains share in laundry
- Surface cleaner launches cover diversity of surfaces and cleaning tasks
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- Figure 10: Mr. Clean Liquid Muscle, “Made Grandma Proud” TV ad, 2014
- Figure 11: Household care new product launches, by category, 2009-14
- New packaging accounts for an increasing share of launches
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- Figure 12: Household care new product launches, by launch type, 2009-14
- Expansion of unit dose form favors increase in standup pouches
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- Figure 13: Household care new product launches, by package type, 2009-14
Market Drivers
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- Time spent on housework declined only slightly between 2003 and 2013
- Gender gap in housework continues to narrow
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- Figure 14: Time spent daily on housework, minutes, 2003-13
- Number of households grows, but share of households with kids declines
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- Figure 15: Households, by presence of children, 2003-13
- Average household size edges down
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- Figure 16: Number of people in household, 2003-13
- Growing influence of Hispanic market
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- Figure 17: Households with children, by race and Hispanic origin of householder, 2013
- Figure 18: Population, by race and Hispanic origin, 2009-19
Innovations and Innovators
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- More concentrated products an opportunity for packaging innovation
- Packaging that assists product action
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- Figure 19: Tide + Ultra Stain Release, “Dad and Daughters” TV ad, 2014
- Dispensing systems designed for the task
- Lysol could give momentum to push-and-wipe cleaners
- Method makes packaging design an essential brand element
- Functional elements enhance user experience
- Innovation in sustainable manufacturing
- Plant-based bottles from Ecover
Product and Packaging Attribute Importance
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- Key points
- Cleaning effectiveness most likely to be important
- Value also a key consideration
- Ease of use and handling rated moderately important
- Sustainability-related factors are lower priorities
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- Figure 20: Attribute importance, October 2014
- Larger households likely to value a wider array of features
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- Figure 21: Attribute importance – Very important, by household size, October 2014
Interest in New Packaging Features and Benefits
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- Key points
- Most features likely to draw interest but less likely to command a premium
- Greatest interest in features that imply savings
- Packaging features as brand differentiators
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- Figure 22: Interest in new features and benefits, October 2014
- Young adults more likely to pay more for added-value packaging features
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- Figure 23: Interest in new features and benefits – Interested in and would pay more for, by gender and age, October 2014
Labeling Communication Priorities
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- Key points
- Information concerning effectiveness and usage draws greatest attention
- Older adults more likely to read labels
- Sustainability information appeals to a more limited audience
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- Figure 24: Labeling communication priorities, by gender and age, October 2014
Attitudes Toward Household Care Products
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- Key points
- For many, a bigger package means better value
- Education needed for more concentrated products
- Refill stations hold potential – If they offer a better value
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- Figure 25: Attitudes toward household care products, by gender and age, October 2014
Race and Hispanic Origin
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- Blacks, Hispanics place importance on a variety of packaging attributes
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- Figure 26: Attribute importance – Very important, by race/Hispanic origin, October 2014
- Hispanics show interest in value-oriented features
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- Figure 27: Interest in new features and benefits – Interested in and would pay more for, by race/Hispanic origin, October 2014
- Hispanic shoppers more likely to look for sustainability communications
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- Figure 28: Labeling communication priorities, by race/Hispanic origin, October 2014
Household Care Cluster Analysis
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- Figure 29: Target clusters, October 2014
- Power Cleaners
- Demographics
- Characteristics
- Opportunity
- Disengageds
- Demographics
- Characteristics
- Budget Minders
- Demographics
- Characteristics
- Opportunity
- Regulars
- Demographics
- Characteristics
- Household Managers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 30: Attitudes toward household care, agree strongly, by target clusters, October 2014
- Figure 31: Attitudes toward household care, any agree, by target clusters, October 2014
- Figure 32: Household care purchasing responsibility, by target clusters, October 2014
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- Figure 33: Attribute importance – Very important, by target clusters, October 2014
- Figure 34: Interest in new features and benefits – Interested in and would pay more for, by target clusters, October 2014
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- Figure 35: Labeling communication priorities, by target clusters, October 2014
- Figure 36: Attitudes toward household care products, by target clusters, October 2014
- Cluster demographic tables
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- Figure 37: Target clusters, by demographics, October 2014
- Cluster methodology
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Custom Consumer Groups
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- Age and household size
- Household size drives engagement, especially among young adults
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- Figure 38: Attribute importance – Very important, by age and household size, October 2014
- 18-34s in 3+ households especially interested in added-value features
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- Figure 39: Interest in new features and benefits – Interested in and would pay more for, by age and household size, October 2014
- Safety information a higher priority in larger households
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- Figure 40: Labeling communication priorities, by age and household size, October 2014
Appendix – Other Useful Consumer Tables
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- Household care product purchasing responsibility
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- Figure 41: Household care purchasing responsibility, by gender and age, October 2014
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- Figure 42: Household care purchasing responsibility, by household income, October 2014
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- Figure 43: Household care purchasing responsibility, by household size, October 2014
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- Figure 44: Household care purchasing responsibility, by race/Hispanic origin, October 2014
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- Figure 45: Attribute importance – Very important, by household income, October 2014
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- Figure 46: Attribute importance – Very important, by gender and age, October 2014
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- Figure 47: Labeling communication priorities, by household income, October 2014
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- Figure 48: Labeling communication priorities, by household size, October 2014
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- Figure 49: Interest in new features and benefits – Interested in and would pay more for, by household income, October 2014
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- Figure 50: Interest in new features and benefits – Interested in and would pay more for, by household size, October 2014
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- Figure 51: Attitudes toward household care products, by household size, October 2014
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- Figure 52: Attitudes toward household care products, by race/Hispanic origin, October 2014
- Attitudes toward household care, any agree
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- Figure 53: Attitudes toward household care, any agree, by gender and age, October 2014
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- Figure 54: Attitudes toward household care, any agree, by household income, October 2014
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- Figure 55: Attitudes toward household care, any agree, by household size, October 2014
- Attitudes toward household care, agree strongly
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- Figure 56: Attitudes toward household care, agree strongly, by gender and age, October 2014
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- Figure 57: Attitudes toward household care, agree strongly, by household income, October 2014
Appendix – Trade Associations
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