Household Surface Cleaners - US - December 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Category sales stuck in low gear, but new products show potential
Figure 1: Total U.S. retail sales and fan chart forecast of household surface cleaners, at current prices, 2007-17
Median household income remains weak
Figure 2: Median household income, in inflation-adjusted dollars, 2001-11
Segment performance
Figure 3: Segment sales of household surface cleaners, 2010 and 2012
Search for value drives channel shifting
Figure 4: Share of retail sales of household surface cleaners, by channel, 2010 and 2012
Clorox holds the lead over Reckitt Benckiser and SC Johnson
Figure 5: MULO share of household surface cleaners by leading companies, 2011 and 2012
The consumer
Who cleans the house?
Figure 6: Responsibility for household cleaning, by gender and age, August 2012
Usage of surface cleaners
Figure 7: Household usage of surface cleaners, 2005/06 and 2011/12
Surface cleaner attribute importance
Figure 8: Household surface cleaner attribute importance, August 2012
Frequency of household cleaning tasks
Figure 9: Frequency of household cleaning tasks, August 2012
Household surface cleaner product practices
Figure 10: Household surface cleaner product practices: August 2012
Attitudes toward household surface cleaners
Figure 11: Attitudes toward household surface cleaners, August 2012
What we think
ISSUES IN THE MARKET
How does health and wellness intersect with housecleaning?
Multipurpose or specialized, which is the path to growth?
How will the Millennial generation (aged 18-35 in 2012) change the household surface cleaner market as they move into their prime housecleaning years and displace aging and nest-emptying Baby Boomers?
INSIGHTS AND OPPORTUNITIES
The private label threat/opportunity
Men cleaning
Hispanic opportunity continues to grow
TREND APPLICATIONS
Trend: The Real Thing
Trend: Experience is All
2015 Trend: Old Gold
MARKET SIZE AND FORECAST
Key points
Category sales stuck in low gear, but new products show potential
Figure 12: Total U.S. retail sales of household surface cleaners, at current prices, 2007-17
Figure 13: Total U.S. retail sales of household surface cleaners, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 14: Total U.S. retail sales and fan chart forecast of household surface cleaners, at current prices, 2007-17
MARKET DRIVERS
Shaky economy keeps category growth in check
Figure 15: Household surface cleaner economizing shopping behaviors, by household income, August 2012
Median household income remains weak
Figure 16: Median household income, in inflation-adjusted dollars, 2001-11
Consumer confidence strengthens
Figure 17: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-12
Households with kids declining
Figure 18: Households, by presence of children, 2002-12
Growing influence of Hispanic market
Figure 19: Population by race and Hispanic origin, 2007-17
COMPETITIVE CONTEXT
Leading eco-friendly brands
Figure 20: MULO sales of select eco-friendly household surface cleaners, by brand and product type, 2010-12
Home-made cleaners
Figure 21: Household surface cleaner product practices concerning home-made products, August 2012
SEGMENT PERFORMANCE
Key points
Specialized cleaners and wipes post strongest performance
Sales slide in more traditional and labor-intensive segments
All-purpose cleaners a focal point for cross-segment competition
Figure 22: Total U.S. retail sales of household surface cleaners, by segment, at current prices, 2010 and 2012
SEGMENT PERFORMANCE—TOILET/TUB/TILE CLEANERS
Key points
Abrasive and nonabrasive tub/tile cleaners lead decline
Figure 23: Total U.S. retail sales of toilet/tub/tile cleaners, at current prices, 2007-17
Figure 24: MULO sales of toilet/tub/tile cleaners, by subsegment, at current prices, 2010-12
SEGMENT PERFORMANCE—ALL-PURPOSE CLEANERS
Key points
Sales flat over the long run
Figure 25: Total U.S. retail sales of all-purpose cleaners, at current prices, 2007-17
SEGMENT PERFORMANCE—SPECIALIZED CLEANERS
Key points
Drain cleaners and smaller subsegments drive growth for segment as a whole
Figure 26: Total U.S. retail sales of specialized cleaners, at current prices, 2007-17
Figure 27: MULO sales of specialized cleaners, by subsegment, at current prices, 2010-2012
SEGMENT PERFORMANCE—CLEANING CLOTHS/WIPES
Key points
Disposable wipes benefit from interest in quick, easy cleanups
Figure 28: Total U.S. retail sales of cleaning cloths/wipes, at current prices, 2007-17
SEGMENT PERFORMANCE—FLOOR CLEANERS/WAX REMOVERS
Key points
Easy, bucket-free cleaning helps drive segment sales
Figure 29: Total U.S. retail sales of floor cleaners/wax removers, at current prices, 2007-17
SEGMENT PERFORMANCE—FURNITURE POLISH
Key points
Furniture polish sales decline as household usage slips
Figure 30: Total U.S. retail sales of furniture polish, at current prices, 2007-17
RETAIL CHANNELS
Key points
Search for value drives channel shifting
Figure 31: Total U.S. retail sales of household surface cleaners, by channel, at current prices, 2010-12
RETAIL CHANNELS—SUPERMARKETS
Key points
Supermarkets lose cleaner sales to value-driven retailers
Figure 32: U.S. supermarket sales of household surface cleaners, at current prices, 2007-12
RETAIL CHANNELS—DRUG STORES
Key points
Convenience, store brands drive surface cleaner business in drug stores
Figure 33: U.S. drug store sales of household surface cleaners, at current prices, 2007-12
RETAIL CHANNELS—OTHER CHANNELS
Key points
Value drives growth in other channels
Figure 34: U.S. sales of household surface cleaners through other channels, at current prices, 2007-12
RETAIL CHANNELS—NATURAL SUPERMARKETS
Key points
Sales of household cleaners in the natural channel
Figure 35: Natural supermarket sales of household cleaners, at current prices, 2010-12
Figure 36: Natural supermarket sales of household cleaners, at inflation-adjusted prices, 2010-12
Natural channel sales of household cleaners by segment
Figure 37: Natural supermarket sales of household cleaners, by segment, 2010 and 2012
Brands of note
LEADING COMPANIES
Key points
Clorox holds the lead over Reckitt Benckiser and SC Johnson
Figure 38: MULO sales and share of household surface cleaners by leading companies, 2011 and 2012
BRAND SHARE—ALL-PURPOSE CLEANERS
Key points
Well-known brands extend into all-purpose cleaner segment
Clorox and Pine Sol stay on top
Colgate gains with Fabuloso and Ajax
Lysol loses share but may be set to gain with Power & Free line
Manufacturer sales of all-purpose cleaners
Figure 39: MULO sales and share of all-purpose cleaners by leading companies and brands, 2011 and 2012
BRAND SHARE —TOILET/TUB/TILE CLEANERS
Key points
Minimal share movement among leading companies and brands
Manufacturer sales of toilet/tub/tile cleaners
Figure 40: MULO sales and share of toilet/tub/tile cleaners by leading companies and brands, 2011 and 2012
BRAND SHARE—SPECIALIZED CLEANERS
Key points
A wide variety of brands compete to meet specialized needs
Leading brands hold steady
Manufacturer sales of specialized cleaners
Figure 41: MULO sales and share of specialized cleaners by leading companies and brands, 2011 and 2012
BRAND SHARE—CLEANING CLOTHS/WIPES
Key points
Clorox leads, but Lysol gains share with increasingly varied product lineup
Lysol and others tout safety and effectiveness
Private label advances
Manufacturer sales of cleaning clothes/wipes
Figure 42: MULO sales and share of cleaning cloths/wipes by leading companies and brands, 2011 and 2012
BRAND SHARE—FLOOR CLEANERS/WAX REMOVERS
Key points
Swiffer WetJet extends its lead
Floor cleaning systems present opportunity for other brands as well
Manufacturer sales of floor cleaners/wax removers
Figure 43: MULO sales and share of floor cleaners/wax removers, by leading companies and brands, 2011 and 2012
BRAND SHARE—FURNITURE POLISH
Key points
Pledge dominates declining segment
Swiffer gains share
Store brands advance
Manufacturer sales of furniture polish
Figure 44: MULO sales and share of furniture polish, by leading companies and brands, 2011 and 2012
MARKETING STRATEGIES
Overview: well-supported familiar brands
Figure 45: Measured-media advertising spending of select household surface cleaner brands, 2010 and 2011
Lysol brand focuses on health
Seasonal campaigns emphasize prevention
Figure 46: Lysol “Before the Sneeze” TV ad, 2012
Lysol Power & Free launch ads position line as more effective, less harsh than bleach
Figure 47: Lysol Power & Free “Time to Change the Way We Clean” TV ad, 2012
Clorox brand campaign reinforces the power of bleach
Clorox wipes ads focus on specific surfaces
Figure 48: Clorox disinfecting wipes “Dancing Chickens” TV ad, 2012
Scrubbing Bubbles moves into the kitchen
Figure 49: Scrubbing Bubbles with Fantastik “What’s it Like, In the Kitchen?” TV ad, 2012
Pledge assures suitability beyond wood
Figure 50: Pledge Multi-Surface “I’d Stay Clear of That Cleaner Too” TV ad, 2012
Kaboom stays in bathroom, grows sales
Figure 51: Kaboom “Tough Bathroom Stains?” TV ad, 2012
INNOVATIONS AND INNOVATORS
All-purpose cleaners lead innovation
Figure 52: Household surface cleaner new product launches, by product category, 2007-12*
Ethical claims lead all others
Figure 53: Top packaging claims for household surface cleaner new product launches, by product category, 2007-12*
Specialized cleaners
Environmentally friendly for better health
Cleaning power
WHO CLEANS THE HOUSE?
Key points
As gender roles continue to shift, men may need a bit of a push
Figure 54: Responsibility for household cleaning, by gender and age, August 2012
Those in lower income households more likely to take sole responsibility
Figure 55: Responsibility for household cleaning, by household income, August 2012
Lifestage drives changes in time spent on housecleaning
Figure 56: Changes in time spent cleaning, by gender and age, August 2012
USAGE OF SURFACE CLEANERS
Key points
Household usage steady for some types of surface cleaners
Figure 57: Household usage of surface cleaners, 2005- 12
Younger consumers less likely to use more traditional cleaning products
Figure 58: Household usage of surface cleaners, by age, April 2011-June 2012
Affluent consumers gravitate to convenience and lifestyle oriented cleaners
Figure 59: Household usage of surface cleaners, by household income, April 2011-June 2012
Households with kids use wider array of surface cleaners
Figure 60: Household usage of surface cleaners, by presence of children in household, April 2011-June 2012
Households with kids use products of all types more frequently
Figure 61: Frequency of use of household of surface cleaners, by presence of children in household, April 2011-June 2012
SURFACE CLEANER ATTRIBUTE IMPORTANCE
Key points
Functionality trumps fragrance and eco-friendliness
Figure 62: Household surface cleaner attribute importance, August 2012
Younger men and women more focused on cleaning product attributes
Figure 63: Household surface cleaner attribute importance, by gender and age, August 2012
Lower-income consumers value more cleaning product attributes
Figure 64: Household surface cleaner attribute importance, by household income, August 2012
HOUSEHOLD SURFACE CLEANER SHOPPING BEHAVIORS
Key points
Older shoppers more loyal; younger ones more likely to switch on price
Focus on value to earn the loyalty of younger shoppers
Figure 65: Household surface cleaner shopping behaviors, by gender and age, August 2012
FREQUENCY OF HOUSEHOLD CLEANING TASKS
Key points
Kitchens and bathrooms get frequent, ongoing cleaning
Bucket-free mops facilitate frequent floor cleaning
Windows would benefit from more attention
Figure 66: Frequency of household cleaning tasks, August 2012
Young adults more likely to emphasize light-duty over thorough cleaning
Figure 67: Frequency of household cleaning tasks, by gender and age, August 2012
HOUSEHOLD SURFACE CLEANER PRODUCT PRACTICES
Key points
In everyday use, specialized products win out over multi-surface products
Baking soda and vinegar used as cleaners by nearly three in 10
Money savings more compelling than environment for refills, concentrates
Consumers more likely to read labels than go online to check ingredients
Figure 68: Household surface cleaner product practices, by gender and age, August 2012
Higher-income cleaners use more specialized products
Figure 69: Household surface cleaner product practices, by household income, August 2012
ATTITUDES TOWARD HOUSEHOLD SURFACE CLEANERS
Key points
Disinfection becoming more important in and out of home
Concern over cleaners creates opportunity for natural disinfection
Convenience drives wipes; new products address light duty perception
All-purpose versus specialty
Despite low share, store brand surface cleaners get credit for effectiveness
Figure 70: Attitudes toward household surface cleaners, August 2012
Younger housecleaners value convenience and eco-friendliness
Figure 71: Attitudes toward household surface cleaners, by gender and age, August 2012
IMPACT OF RACE/HISPANIC ORIGIN
Blacks and Hispanics more likely to use specialized surface cleaners
Figure 72: Household usage of surface cleaners, by race/Hispanic origin, August 2012
Blacks, Hispanics use all types of surface cleaners more frequently
Figure 73: Frequency of use of household of surface cleaners, by race/Hispanic origin, April 2011-June 2012
Blacks, Hispanics place greater importance on health, fragrance
Figure 74: Household surface cleaner attribute importance, by race/Hispanic origin, August 2012
HOME CARE SEGMENTATION ANALYSIS
Figure 75: Home care segments, August 2012
Easy Does Its
Demographics
Approach to home care
Attitudes and behaviors concerning household surface cleaners
Opportunity
Deep Cleaners
Demographics
Approach to home care
Attitudes and behaviors concerning household surface cleaners
Opportunity
Easy Greens
Demographics
Approach to home care
Attitudes and behaviors concerning household surface cleaners
Opportunity
Disengageds
Demographics
Approach to home care
Attitudes and behaviors concerning household surface cleaners
Opportunity
Cluster characteristic tables
Figure 76: General household care attitudes—any agree, by home care segments, August 2012
Figure 77: General household care attitudes—strongly agree, by home care segments, August 2012
Figure 78: Responsibility for household cleaning, by home care segments, August 2012
Figure 79: Household surface cleaner attribute importance, by home care segments, August 2012
Figure 80: Household surface cleaner shopping behaviors, by home care segments, August 2012
Figure 81: Changes in time spent cleaning, by home care segments, August 2012
Figure 82: Frequency of household cleaning tasks, by home care segments, August 2012
Figure 83: Household surface cleaner product practices, by home care segments, August 2012
Figure 84: Attitudes toward household surface cleaners, by home care segments, August 2012
Cluster demographic tables
Figure 85: Home care segments, by demographic, August 2012
Cluster methodology
CUSTOM CONSUMER GROUPS
Overview
Women more likely to do cleaning, with or without kids
Figure 86: Responsibility for household cleaning, by gender and presence of children in household, August 2012
Both men and women with kids place importance on health-related benefits
Figure 87: Household surface cleaner attribute importance, by gender and presence of children in household, August 2012
Women still more engaged in surface cleaner shopping
Figure 88: Household surface cleaner shopping behaviors, by gender and presence of children in household, August 2012
Dads especially interested in eco-friendly surface cleaners
Figure 89: Attitudes toward household surface cleaners, by gender and presence of children in household, August 2012
IRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 OVERVIEW OF HOUSEHOLD CLEANERS
 ALL-PURPOSE CLEANERS/DISINFECTANTS
Consumer insights on key purchase measures
Brand map
Figure 90: Brand map, selected brands of all-purpose cleaners/disinfectants buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 91: Key purchase measures for the top brands of all-purpose cleaners/disinfectants, by household penetration, 52 weeks ending June 24, 2012
 NONABRASIVE TUB/TILE CLEANERS
Consumer insights on key purchase measures
Brand map
Figure 92: Brand map, selected brands of nonabrasive tub/tile cleaners buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 93: Key purchase measures for the top brands of nonabrasive tub/tile cleaners, by household penetration, 52 weeks ending June 24, 2012
 ABRASIVE TUB/TILE CLEANERS
Consumer insights on key purchase measures
Brand map
Figure 94: Brand map, selected brands of abrasive tub/tile cleaners buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 95: Key purchase measures for the top brands of abrasive tub/tile cleaners, by household penetration, 52 weeks ending June 24, 2012
APPENDIX—OTHER USEFUL CONSUMER TABLES
Figure 96: Responsibility for household cleaning, by presence of children in household, August 2012
Figure 97: Frequency of use of household of surface cleaners, by age, April 2011-June 2012
Figure 98: Frequency of use of household of surface cleaners, by household income, April 2011-June 2012
Figure 99: Household surface cleaner attribute importance, by presence of children in household, August 2012
Figure 100: Household surface cleaner shopping behaviors, by household income, August 2012
Figure 101: Household surface cleaner shopping behaviors, by presence of children in household, August 2012
Figure 102: Household surface cleaner shopping behaviors, by race/Hispanic origin, August 2012
Figure 103: Changes in time spent cleaning, by presence of children in household, August 2012
Figure 104: Changes in time spent cleaning, by household income, August 2012
Figure 105: Frequency of household cleaning tasks, by household income, August 2012
Figure 106: Frequency of household cleaning tasks, by presence of children in household, August 2012
Figure 107: Household surface cleaner product practices, by race/Hispanic origin, August 2012
Figure 108: Attitudes toward household surface cleaners, by household income, August 2012
Figure 109: Attitudes toward household surface cleaners, by race/Hispanic origin, August 2012
Figure 110: Attitudes toward household surface cleaners, by presence of children in household, August 2012
Figure 111: Household surface cleaner product practices, by presence of children in household, August 2012
Figure 112: General home care attitudes, August 2012
Figure 113: General home care attitudes, by gender and age, August 2012
Figure 114: General home care attitudes, by household income, August 2012
Figure 115: General home care attitudes, by race/Hispanic origin, August 2012
Figure 116: General home care attitudes, by presence of children in household, August 2012
APPENDIX—TRADE ASSOCIATIONS