Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Category growth remains slow
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- Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2012-22
- All-purpose cleaners challenge other segments
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- Figure 2: Total US retail sales of household surface cleaners, by segment, at current prices, 2015 and 2017
- Parents express concern toward disinfection and cleaning safety
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- Figure 3: Cleaning safety and health concerns, by parental status, September 2017
- The opportunities
- Consumers are convenience-driven
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- Figure 4: Select surface cleaner attributes, any current use (net), September 2017
- Hard-surface floor cleaners gain momentum
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- Figure 5: Usage of floor cleaners, any current use (net), September 2017
- Young adults care about scent
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- Figure 6: Influence of natural and themed scents, by age, September 2017
- What it means
The Market – What You Need to Know
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- Household surface cleaners market remains stable
- Most sales come from three large segments
- Other retailers continue to dominate the market
- Scented surface cleaners could impact other categories
- Decline in households with children may lead to market struggles
Market Size and Forecast
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- Household surface cleaners market remains stable
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- Figure 7: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2012-22
- Figure 8: Total US sales and forecast of household surface cleaners, at current prices, 2012-22
Market Breakdown
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- Most sales come from three largest segments
- Floor cleaners see largest gains
- Disposable wipes continue to increase sales
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- Figure 9: Share of household surface cleaner retail sales, by segment, at current prices 2017 (est)
- Other retailers continue to dominate the market
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- Figure 10: Total US retail sales of household surface cleaners, by channel, at current prices, 2012-17
Market Perspective
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- Scented surface cleaners could impact adjacent categories
- In their words: Importance of scent
Market Factors
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- Positive economic indicators could boost sales for premium brands
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- Figure 11: Consumer Sentiment Index, January 2007-September 2017
- Declining homeownership impacts usage of specialty cleaners
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- Figure 12: Homeownership rate, by age of householder, 2006-16
- Decline in households with children may lead to market struggles
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- Figure 13: Households, by presence of own children, 2006-16
Key Players – What You Need to Know
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- Mixed results for leading category players
- Floor cleaners capitalize on multi-surface attributes
- Disposable wipes benefit from disinfection and convenience
- Natural brands continue to outperform category leaders
- While all-purpose thrives, furniture polish dives
Company and Brand Sales of Household Surface Cleaners
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- Clorox and Colgate-Palmolive experience gains from top products
- Struggling segments translate to declines for Church & Dwight and P&G
- Manufacturer sales of household surface cleaners
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- Figure 14: MULO sales of household surface cleaners, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- Floor cleaners capitalize on multi-surface attributes
- GREENGUARD brands expand distribution channels
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- Figure 15: MULO sales of floor cleaners, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Disposable wipes benefit from disinfection and convenience
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- Figure 16: MULO sales of disposable wipes, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Natural brands continue to outperform category leaders
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- Figure 17: MULO sales of Method and Mrs. Meyers all-purpose cleaners, rolling 52 weeks 2016 and 2017
What’s Struggling?
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- While all-purpose thrives, furniture polish dives
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- Figure 18: MULO sales of select Pledge products, 2015, rolling 52 weeks 2016 and 2017
What’s Next?
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- Products that conveniently clean tough messes
- Going beyond cleaning to surface protection
The Consumer – What You Need to Know
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- Convenience is key for high usage
- Multi-purpose and disinfection are essential
- The more germ exposure, the more disinfection needed
- Tough messes are associated with labor-intensive cleaning
- The more convenient the process is, the better
- Disinfectants may have health benefits, but there are still safety concerns
Surface Cleaner Usage and Frequency
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- Convenience is key for frequent usage
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- Figure 19: Usage and frequency of household surface cleaners, September 2017
- Young adults and parents gravitate toward quick clean-up products
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- Figure 20: Usage and frequency of disposable wipes, by age and parental status, September 2017
- In their words: Shared responsibility
- Surface cleaner usage differs between homeowners and renters
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- Figure 21: Usage of select surface cleaners, any current use (net), by residency, September 2017
- Hispanic adults use a variety of surface cleaners
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- Figure 22: Usage of select surface cleaners, once a week or more, by race and Hispanic origin, September 2017
Purchase Influencers
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- Multi-purpose and disinfection are essential
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- Figure 23: TURF analysis – Purchase influencers, September 2017
- Methodology
- Natural scents overpower themed scents
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- Figure 24: Surface cleaner attribute importance, September 2017
- In their words: Importance of scent
- Parents and younger adults raise safety concerns
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- Figure 25: Select surface cleaner attribute importance, by age and parental status, September 2017
- Renters look to disinfect, while homeowners look for surface protection
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- Figure 26: Select surface cleaner attribute importance, by residency, September 2017
- Scent influences Hispanic surface cleaner purchasers
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- Figure 27: Select surface cleaner attribute importance, by Hispanic origin, September 2017
Surface Disinfection
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- The more germ exposure, the more disinfection needed
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- Figure 28: Surfaces that require disinfection, September 2017
- Cooking calls for disinfection in the kitchen
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- Figure 29: Select surfaces that require disinfection, by age, September 2017
- Ownership reveals minimal differences in attitudes toward disinfection
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- Figure 30: Select surfaces that require disinfection, by residency, September 2017
- Black consumers prioritize disinfection in the bathroom
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- Figure 31: Select surfaces that require disinfection, by race, September 2017
Approaches to Tough to Clean Surfaces
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- Tough messes are associated with labor-intensive cleaning
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- Figure 32: Tough surfaces to clean, any rank (net), September 2017
- The more convenient the process is, the better
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- Figure 33: Tough to clean surface behaviors, September 2017
- Parents concerned about the spread of germs
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- Figure 34: Cleaning contagious germs, any rank (net), by parental status, September 2017
- More messes leads to more cleaning for young adults and parents
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- Figure 35: Select tough to clean surface behaviors, by age and parental status, September 2017
- Hispanics feel strongly about eliminating contagious germs
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- Figure 36: Select tough surfaces to clean, any rank (net), by Hispanic origin, September 2017
- Natural ingredients play stronger role among Hispanics and parents
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- Figure 37: Using natural ingredients for tough to clean surfaces, by Hispanic origin and parental status, September 2017
Attitudes toward Cleaning Safety and Health
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- Disinfectants have health benefits, but there are still safety concerns
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- Figure 38: Cleaning safety and health concerns, September 2017
- In their words: Disinfection
- Parents believe in health benefits of disinfectants but unsure about safety
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- Figure 39: Select cleaning safety and health concerns, by parental status, September 2017
- Black consumers embrace disinfection
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- Figure 40: Select cleaning safety and health concerns, by Black consumers, September 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 41: Total US sales and forecast of market, at inflation-adjusted prices, 2012-22
- Figure 42: Total US retail sales and estimate of toilet, tub, and tile cleaners, at current prices, 2012-17
- Figure 43: Total US retail sales and estimates of all-purpose cleaners, at current prices, 2012-17
- Figure 44: Total US retail sales and estimates of specialized cleaners, at current prices, 2012-17
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- Figure 45: Total US retail sales and estimates of cleaning cloths/wipes, at current prices, 2012-17
- Figure 46: Total US retail sales and estimates of floor cleaners/wax removers, at current prices, 2012-17
- Figure 47: Total US retail sales and estimates of furniture polish, at current prices, 2012-17
- Figure 48: Total US retail sales of household surface cleaners, by channel, at current prices, 2012-2017
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- Figure 49: Total US retail sales of household surface cleaners, by channel, at current prices, 2015 and 2017
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Appendix – Key Players
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- Figure 50: MULO sales of toilet/tub/tile cleaners, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 51: MULO sales of all-purpose cleaners, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 52: MULO sales of specialized cleaners, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 53: MULO sales of furniture polish, by leading companies and brands, rolling 52 weeks 2016 and 2017
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