Table of Contents
Executive Summary
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- The issues
- Prices likely to guide store choice, but other factors also come into play
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- Figure 1: Reasons for selecting store shopped most often, March 2015
- Deal hunting often starts at home
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- Figure 2: General household care shopping behaviors – Prestore, by where household care products are purchased most often, March 2015
- Household care shoppers gravitate to familiar brands
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- Figure 3: Category-specific household care shopping behaviors, March 2015
- The opportunities
- Women more likely to shop for household products, but gap is narrowing
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- Figure 4: Responsibility for shopping for shopping for household care products, by gender and age, March 2015
- In-store tactics could increase engagement in household care shopping
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- Figure 5: Interest in household care shopping concepts, March 2015
- Household care shopping holds potential for emotional payoff
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- Figure 6: Attitudes toward shopping for household care products, March 2015
- What it means
The Market – What You Need to Know
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- Household income remains weak, keeps pressure on household care categories
- Rising consumer confidence could help market
- Intensified retail competition in mature household care categories
Market Factors
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- Household income stabilizes but remains weak
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- Figure 7: Median household income, in inflation-adjusted dollars, 2003-13
- Rising consumer confidence could help market
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- Figure 8: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-15
- Households with kids decline as a percentage of all households
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- Figure 9: Households, by presence of children, 2003-13
- Growing influence of Hispanic market
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- Figure 10: Households with own children, by race and Hispanic origin of householder, 2013
- Figure 11: Population, by race and Hispanic origin, 2010-20
Market Perspective
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- Intensified retail competition in mature household care categories
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- Figure 12: Total US sales of household paper products, home laundry products, household surface cleaners, and dishwashing products, at current prices, 2009-14
- Household paper products
- Home laundry products
- Household surface cleaners
- Dishwashing products
Key Players – What You Need to Know
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- Mass merchants lead “others” to market share gains
- Supermarkets continue to lose share
- Online retailers move to simplify shopping for household essentials
What’s Working?
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- Mass merchants lead “others” to market share gains
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- Figure 13: Other channel share of total sales of household paper products, home laundry products, household surface cleaners, and dishwashing products, 2012 and 2014
What’s Struggling?
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- Supermarkets continue to lose share
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- Figure 14: Supermarket share of total sales of household paper products, home laundry products, household surface cleaners, and dishwashing products, 2012 and 2014
What’s Next?
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- Amazon Dash Button an effort to simplify replenishment shopping
- Jet shopping club promises
- ePantry acts as curator for eco-friendly brands
The Consumer – What You Need to Know
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- Gender gap in shopping responsibility shows signs of narrowing
- Walmart and Supermarkets are top destinations
- Prices likely to guide store choice, but other factors also come into play
- Deal hunting often starts at home
- Household care shoppers gravitate to familiar brands
- In-store tactics could increase engagement in household care shopping
- Household care shopping holds potential for emotional payoff
Responsibility for Household Care Product Shopping
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- Women more likely to shop for household products, but gap is narrowing
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- Figure 15: Responsibility for shopping for household care products, by gender and age, March 2015
Where Household Care Products are Purchased
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- Wide variety of stores shopped, Walmart and Supermarkets are top choices
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- Figure 16: Where household care products are purchased, March 2015
- Walmart and Target especially popular among young adults
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- Figure 17: Top retailers where household care products are purchased most often, by gender and age, March 2015
- Walmart and dollar stores skew strongly to lower household incomes
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- Figure 18: Top retailers where household care products are purchased most often, by household income, March 2015
Reasons for Selecting Store Shopped Most Often
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- Prices likely to guide store choice, but other factors also come into play
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- Figure 19: Reasons for selecting store shopped most often, March 2015
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- Figure 20: Reasons for selecting store shopped most often, by where household care products are purchased most often, March 2015
General Household Care Product Shopping Behaviors
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- Deal hunting often starts at home
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- Figure 21: General household care shopping behaviors – Prestore, by where household care products are purchased most often, March 2015
- Looking for deals in the aisle most likely in supermarkets, Target
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- Figure 22: General household care shopping behaviors – In-store, by where household care products are purchased most often, March 2015
Category-specific Household Care Shopping Behaviors
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- Household care shoppers gravitate to familiar brands
- Toilet paper, laundry detergent command greatest loyalty
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- Figure 23: Category-specific household care shopping behaviors, March 2015
Interest in Household Care Shopping Concepts
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- In-store tactics could increase engagement in household care shopping
- Complementary product discounts could encourage incremental purchases
- Moderate interest in subscriptions, opportunity to promote omnichannel experience
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- Figure 24: Interest in household care shopping concepts, by age, March 2015
Attitudes toward Shopping for Household Care Products
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- Household care shopping holds potential for emotional payoff
- Different opportunities from retailer to retailer
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- Figure 25: Attitudes toward shopping for household care products, by where household care products are purchased most often, March 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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