Household Surface Cleaners - US - October 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
Growth will slow in the next decade
Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2014-24 (fore)
The issues
Consumers are trading down
Figure 2: Multi-outlet percent growth of household surface cleaners, by leading companies, rolling 52 weeks 2019
Figure 3: Multi-outlet sales of cleaning cloths/wipes, by leading companies and brands, rolling 52 weeks 2018 and 2019
Specialized cleaners loose relevance
Figure 4: Sales of tub and tile vs all-purpose cleaners, 2014–2019 (est)
Figure 5: Usage of furniture polish and abrasive cleaners, by age, June 2019
The opportunities
Ecommerce will merge convenience and sustainability
Figure 6: Consumers interested in having refills delivered to their home, April 2019
Safe will become an expectation, natural is the means to achieve it
Figure 7: Natural ingredients as purchase influencer, by age, June 2019
Aging consumers will reshape the market
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Growth projections adjusted slightly upward from last year
Wipes still driving growth, but slowing
Automated cleaning has potential among smart home users
Fewer parents could slow growing demand for safer products
MARKET SIZE AND FORECAST
Historic and projected sales performance
Growth projections adjusted slightly upward from last year
Figure 8: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2014-24 (fore)
Figure 9: Total US sales and forecast of household surface cleaners, at current prices, 2014-24
MARKET BREAKDOWN
Wipes still driving growth, but slowing
Figure 10: Sales of household surface cleaners, by segment, 2018 and 2019
MARKET PERSPECTIVE
Cleaning has potential among smart home users
Figure 11: Smart home areas of interest, by all and smart home device owners, March 2019
MARKET FACTORS 
Fewer parents could slow growing demand for safer products
Figure 12: Households, by presence of own children, 2008-18
Growing home ownership drives surface cleaner growth
Figure 13: Total US homeownership rate, 2000-18
Figure 14: Consumers who bought a home in the last 12 months, Fall 2010-Fall 2018
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Private label’s rise continues
Store brands are going green
Ecommerce drives convenience and sustainability
Indulgent fragrances become more essential
Toilet, tub & tile cleaners give way to improving all-purpose cleaners
Pledge loses floor care sales
Automation will become more relevant to an aging society
COMPANY AND BRAND SALES OF HOUSEHOLD SURFACE CLEANERS
Private label’s rise continues; P&G and Colgate grow sales
Figure 15: Multi-outlet sales of household surface cleaners, by leading companies, rolling 52 weeks 2018 and 2019
WHAT’S WORKING?
Private labels have convinced consumers that they’re just as good
Figure 16: Multi-outlet percent growth of household surface cleaners, by leading companies, rolling 52 weeks 2019
Figure 17: Store brands are just as good as name brands, by age, June 2019
Store brands are going green
Figure 18: US launches of natural surface cleaning products, national brands vs. private label, 2014 – 2019 (January – September*)
P&G has upped the ante in floor cleaning and stain erasing
Ecommerce drives convenience and sustainability
Figure 19: Actual online purchase experience vs desire to buy online in the future, by product category, November 2018
Indulgent fragrances become more essential
Figure 20: Top purchase drivers for surface cleaning products, by age, June 2019
Wipes gain category share
Figure 21: Multi-outlet sales of cleaning cloths/wipes, by leading companies and brands, rolling 52 weeks 2018 and 2019
WHAT’S STRUGGLING?
Toilet, tub & tile cleaners give way to improving all-purpose cleaners
Figure 22: Sales of toilet, tub & tile vs all-purpose cleaners, 2014–2019 (est)
Figure 23: Top surface cleaning purchase drivers, June 2019
Multi-surface products that highlight toilet, tub & tile benefits
Pledge loses floor care sales
Figure 24: Multi-outlet sales of floor cleaners/wax removers, by leading companies and brands, rolling 52 weeks 2018 and 2019
WHAT’S NEXT?
Name brands will continue to lose relevance
Ecommerce, convenience, sustainability and economy will converge
Automation will become more relevant to an aging society
THE CONSUMER – WHAT YOU NEED TO KNOW 
Furniture polish and abrasive cleaners losing traction among young consumers
Traditional channels still dominate, but ecommerce is growing fast
Multi-purpose cleaners rise in importance
Parents of young children prioritize safe ingredients
Consumers show strong interest in reusable bottles
Consumers want cleaners that reduce the need to clean
Young consumers want robots, but older consumers need them
HOUSEHOLD SURFACE CLEANER USAGE AND FREQUENCY
Toilet, glass and all-purpose cleaners are most ubiquitous
Figure 25: Usage of household surface cleaners, June 2019
Furniture polish and abrasive cleaners losing traction among young consumers
Figure 26: Usage of furniture polish and abrasive cleaners, by age, June 2019
Usage frequency drives category growth
Figure 27: Use products at least weekly, by sub-category, June 2019
Figure 28: Reasons for cleaning less often, March 2019
PURCHASE LOCATIONS
Traditional channels still dominate, but ecommerce is growing fastest
Figure 29: Purchase locations for household surface cleaners, June 2019
Figure 30: Consumers who buy surface cleaners online, all vs aged 18–34, June 2019 and July 2018
PURCHASE INFLUENCERS
Multi-purpose cleaners rise in importance
Figure 31: Purchase Influencers, June 2019
Figure 32: US, New product launches of multi-purpose surface cleaners as a percentage of all surface cleaner launches, 2014–Sept 2019
The most frequently cleaned surfaces call for multi-purpose cleaners
Figure 33: Use of multi-purpose, specialty cleaners and wipes, by surface type, June 2019
Parents of young children prioritize safe ingredients
Figure 34: Interest in natural ingredients, allergen elimination and free-from claims, by age of children in the house, June 2019
Figure 35: Usage frequency of natural household products compared to a year ago, by age of child, April 2019
Brand name and long-lasting clean gain influence
Figure 36: TURF analysis – Purchase influencers, June 2019
Methodology
PURCHASE BEHAVIORS AND ATTITUDES
Consumers are habitual shoppers and are trading down, but some express interest in innovations
Figure 37: Attitudes towards surface cleaners, June 2019
Consumers show strong interest in reusable bottles
Figure 38: Interest in refillable bottles, by age and income, June 2019
Consumers want cleaners that reduce the need to clean
Figure 39: Interest in surface cleaner innovations and select attitudes, June 2019
Young consumers want robots, but older consumers need them
Figure 40: Interest in cleaning robots, by generation, June 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 41: Total US sales and forecast of household surface cleaners, at current prices, 2014-24
Figure 42: Total US retail sales of household surface cleaners, by segment, at current prices, 2017 and 2019
Figure 43: Total US retail sales of household surface cleaners, by channel, at current prices, 2014-19
APPENDIX – KEY PLAYERS 
Figure 44: Multi-outlet sales of toilet, tub & tile cleaners, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 45: Multi-outlet sales of all-purpose cleaners, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 46: Multi-outlet sales of specialized cleaners, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 47: Multi-outlet sales of furniture polish, by leading companies and brands, rolling 52 weeks 2018 and 2019