Table of Contents
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, 2013-23
- Private label is growing across the top segments
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- Figure 2: Multi-outlet percent growth of household surface cleaners, by leading companies, rolling 52 weeks 2018
- The opportunities
- Wipes innovation fills an unmet need
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- Figure 3: Sales of household surface cleaners, by segment, at current prices, 2016 and 2018
- A call for alternative disinfecting products
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- Figure 4: Concerned about disinfectants vs those who use bleach, July 2018
- Next generation transparency will become a platform for competition
- What it means
The Market – What You Need to Know
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- Slow growth during the review period and into the future
- Wipes, all-purpose and specialized cleaners are critical to category growth
- Carpet is giving way to hard flooring
- More consumers are cleaning floors with devices vs products
- Economic prosperity is less tied to home ownership
Market Size and Forecast
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- Slow growth during the review period and into the future
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- Figure 5: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2013-23
- Figure 6: Total US sales and forecast of household surface cleaners, at current prices, 2013-23
Market Breakdown
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- Wipes, all-purpose and specialized cleaners are critical to category growth
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- Figure 7: Sales of household surface cleaners, by segment, at current prices, 2016 and 2018
Market Perspective
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- Carpet is giving way to hard flooring
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- Figure 8: US Residential flooring market share based on volume of sales in billions of square feet, 2006-16
- More consumers are cleaning floors with devices
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- Figure 9: Vacuum cleaner ownership and purchase intent, July 2017
Market Factors
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- High consumer confidence means more high-end surfaces
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- Figure 10: Consumer Sentiment Index, January 2007-July 2018
- Home ownership is less tied to economic prosperity
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- Figure 11: Home ownership rate for the United States (not seasonally adjusted), January 2007-October 2017
- Figure 12: Renter opinions on home ownership, December 2017
Key Players – What You Need to Know
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- Wipes post strong growth
- Natural cleaners are building equity
- Purell moves from disinfecting skin to disinfecting surfaces
- Making water smarter
- A new era of transparency
Company and Brand Sales of Household Surface Cleaners
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- Share leaders grow while private label shows renewed strength
- Sales of household surface cleaning market by company
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- Figure 13: Multi-outlet sales of household surface cleaners, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Wipes post strong growth
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- Figure 14: Multi-outlet sales of household surface cleaning wipes, by leading companies, rolling 52 weeks 2017 and 2018
- Natural cleaners are building equity
- Purell moves from disinfecting skin to disinfecting surfaces
- All-purpose cleaners pursue indulgent fragrances
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- Figure 15: Multi-outlet sales of all-purpose cleaners, by leading companies and brands, rolling 52 weeks 2017 and 2018
What’s Struggling?
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- Mr. Clean suffers muscle atrophy
- Hydrogen peroxide is slow to catch on
- The Honest Company struggles in surface cleaning
What’s Next?
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- Making water smarter
- A new era of transparency
- Cultivating good germs to prevent dirt and odor
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- Figure 16: Probiotic household products as a percentage of all launches, 2013-18 (Jan-Sept)
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- Figure 17: Probiotic home care launches by category, 2017
The Consumer – What You Need to Know
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- Toilet, glass, and all-purpose cleaners are most ubiquitous
- Wipes users are frequent cleaners
- Wipes can be better targeted at seniors
- Traditional channels are still dominant
- Fragrance is one of the more variable preferences
- Brands have an opportunity to redefine a healthy home
Surface Cleaner Usage and Frequency
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- Toilet, glass, and all-purpose cleaners are most ubiquitous
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- Figure 18: Usage of household surface cleaners, July 2018
- Income drives surface-specific cleaners
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- Figure 19: Usage of specialty surface cleaners, by income, July 2018
- Wipes users are frequent cleaners
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- Figure 20: Frequency of usage, by product type, July 2018
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- Figure 21: Consumers who would pay more for time-saving products, by gender, March 2018
- Wipes can be better targeted at seniors
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- Figure 22: Usage of disposable cleaning wipes, by age, July 2018
- Presence of young children also drives wipes usage
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- Figure 23: Usage of disposable surface cleaning wipes, by age of children in the house, July 2018
- Most consumers clean at least weekly
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- Figure 24: Cleaning frequency – NET any surface cleaner, July 2018
- Parents are frequent cleaners
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- Figure 25: Cleaning frequency – NET any surface cleaner, by age of children in the house, Hispanic, and employment status, July 2018
Purchase Locations
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- Traditional channels are still dominant
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- Figure 26: Purchase locations for household surface cleaners, July 2018
- The young and the wealthy are heavier online shoppers
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- Figure 27: Online purchases of surface cleaners, by age and income, July 2018
Purchase Influencers
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- Powerful, multitasking products are highly valued
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- Figure 28: Purchase drivers for household surface cleaners, July 2018
- Cleaning power has become more important than multi-purpose
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- Figure 29: TURF analysis – Purchase influencers, July 2018
- Methodology
- Fragrance is one of the more variable preferences
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- Figure 30: Scent as purchase influencer, by age, parental status, Hispanic Millennials, July 2018
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- Figure 31: Use scented surface cleansers as a replacement for air fresheners, by age and income, parental status, Hispanic Millennials, July 2018
Cleaners and Surface Types
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- Floor and glass cleaners are most important surface-specific products
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- Figure 32: Use of cleaners by surface type, July 2018
Purchase Behaviors
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- Surface cleaning consumers are habitual shoppers
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- Figure 33: Purchase behaviors, July 2018
- Performance is more important than sustainability
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- Figure 34: Interest in products with limited ingredients, probiotics or an environmentally-friendly positioning, by the age of children in the house, July 2018
Attitudes toward Surface Cleaning Products
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- Brands have an opportunity to redefine a healthy home
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- Figure 35: Attitudes toward surface cleaning products, July 2018
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- Figure 36: Concerned about disinfectants vs those who use bleach, by all and rural consumers, July 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 37: Total US sales and forecast of household surface cleaners, at inflation-adjusted prices, 2013-23
- Figure 38: Total US retail sales and forecast of household surface cleaners, by segment, at current prices, 2013-23
- Figure 39: Total US retail sales and forecast of toilet, tub and tile cleaners, at current prices, 2013-23
- Figure 40: total US retail sales and forecast of all-purpose cleaners, at current prices, 2013-23
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- Figure 41: Total US retail sales and forecast of specialized cleaners, at current prices, 2013-23
- Figure 42: Total US retail sales and forecast of cleaning cloths/wipes, at current prices, 2013-23
- Figure 43: Total US retail sales and forecast of floor cleaners/wax removers, at current prices, 2013-23
- Figure 44: Total US retail sales and forecast of furniture polish, at current prices, 2013-23
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- Figure 45: Total US retail sales of household surface cleaners, by channel, at current prices, 2013-18
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Appendix – Key Players
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- Figure 46: Total US retail sales and estimate of toilet, tub, and tile cleaners, at current prices, 2013-18
- Figure 47: Multi-outlet sales of floor cleaners/wax removers, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 48: Multi-outlet sales of furniture polish, by leading companies and brands, rolling 52 weeks 2017 and 2018
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