Table of Contents
Executive Summary
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- The issues
- Price, routine guides purchases
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- Figure 1: Select purchase influencers, select approaches to shopping, April 2019
- Younger adults, parents multichannel shoppers
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- Figure 2: Repertoire of retailers shopped, by age, parental status, April 2019
- Brands challenged to encourage increased spend
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- Figure 3: Willingness to spend more for higher quality, by age, age of child(ren) in household, April 2019
- The opportunities
- Don’t diminish women’s place in the home
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- Figure 4: Shopping responsibilities, by gender and age, April 2019
- Breaking the routine: encourage shoppers to experiment and spend
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- Figure 5: Willingness to try new products, by age, race and Hispanic origin, parental status, April 2019
- Invest in eCommerce
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- Figure 6: Select attitudes toward online shopping, April 2019
- Natural, sustainable claims will reach health- and eco-conscious consumers
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- Figure 7: Select purchase influencers, approach to shopping, April 2019
- What it means
The Market – What You Need to Know
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- Mature household category sees slow growth
- Demographic and societal shifts impact category
Market Perspective
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- Across categories, growth remains slow
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- Figure 8: Total US sales and forecast of household paper products, home laundry products, household surface cleaners, dishwashing products, at current prices, 2018-23 (fore)
Market Factors
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- Demographic, societal shifts impact household shopping behaviors
Key Players – What You Need to Know
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- Scent, natural ingredients have strong influence in category
- Intensified retail competition
- The environment will be front and center
What’s Happening?
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- Brands, retailers look to capture “clean and natural” shoppers
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- Figure 9: Everspring 100% recycled bath tissue, US 2019
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- Figure 10: Household care product launches featuring natural claims, 2014-19
- Scent or no scent: that is the question
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- Figure 11: Clorox Free & Clear bleach free hard surface daily wipes, Harris Teeter Your Home free and clear fabric softener sheets, US, 2019
- “Clean” cleaning movement drives ingredient trends
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- Figure 12: Seventh Generation free & clear all purpose cleaner, Dufunkify unscented active wash laundry detergent, Ajax Ultra vinegar and lime dish liquid, US, 2019
What’s Next?
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- Retail landscape becomes more competitive
- Subscription services must evolve in face of challenges
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- Figure 13: Purchase through household subscription service, interest in trying subscription service for natural products, by age, Black and Hispanic consumers, parental status, April 2019
- Mass retailers make it easier, faster to get products
- But supermarkets up the ante
- Water, waste issues will create opportunities for greener growth
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- Figure 14: Procter and Gamble Instagram page
The Consumer – What You Need to Know
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- Shopping responsibilities fall on women, regardless of race
- Category purchases guided by price, brand
- Younger shoppers shop across retailers, channels
- Unsurprisingly, younger adults find more benefits to shopping online
- Household category hindered by habitual shopping
- Interest in innovations, services peaks among younger shoppers
Household Care Product Shopping Responsibilities
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- Shopping responsibilities fall primarily on women’s shoulders
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- Figure 15: Shopping responsibilities, by gender and age, April 2019
- In multicultural households, women more likely to be primary shopper
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- Figure 16: Shopping responsibilities, by gender and race, April 2019
Purchase Influencers
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- Price, familiar brand guides purchases
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- Figure 17: Purchase influencers, April 2019
- Natural ingredients outrank fragrance
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- Figure 18: TURF Analysis – Purchase influencers, April 2019
- Methodology
- Ingredient, safety concerns stronger among younger generations
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- Figure 19: Select purchase influencers, by age, April 2019
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- Figure 20: Select purchase influencers, by age of child(ren) in household, April 2019
- Brand, fragrance key for Black shoppers, health claims reach Hispanics
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- Figure 21: Select purchase influencers, by race and Hispanic origin, April 2019
Retailers Shopped
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- Traditional channels, in-store purchases dominate
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- Figure 22: Repertoire of retailers shopped, April 2019
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- Figure 23: Retailers shopped, April 2019
- Younger shoppers, parents multichannel shoppers
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- Figure 24: Select retailers shopped, by age, parental status, April 2019
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- Figure 25: Repertoire of retailers shopped, by age, parental status, April 2019
Attitudes toward Online Shopping
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- Mixed attitudes toward online reveal opportunities and challenges
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- Figure 26: Attitudes toward online shopping, April 2019
- Younger online shoppers appreciate a range of factors
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- Figure 27: Select attitudes toward online shopping, by age, April 2019
- Men, particularly dads, go online for better prices, want faster delivery
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- Figure 28: Select attitudes toward online shopping, by parental status (presence of children under 18) by gender, April 2019
Approach to Shopping
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- Household category plagued by habitual shopping
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- Figure 29: Approach to shopping, April 2019
- Older adults brand loyal, purchase to replace while younger experiment
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- Figure 30: Approach to shopping, by age, April 2019
- Presence of younger children increases willingness to try products
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- Figure 31: Approach to shopping, by age of child(ren) in household, April 2019
Interest in Innovations and Services
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- Natural, ecofriendly ambitions reflected in interest in innovations
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- Figure 32: Interest in innovations and services, April 2019
- Young adults, parents interested and willing to try
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- Figure 33: Any trial or interest in innovations and services (net), by age, parental status, April 2019
- Hispanic consumers overindex for all natural, ecofriendly products
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- Figure 34: Any trial or interest in select innovations and services (net), by race and Hispanic origin, April 2019
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
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