Household Cleaning Equipment - US - July 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Total U.S. sales of household cleaning equipment fan chart forecast with best- and worst-case scenarios, 2007-17
Market factors
Economic overview
Figure 2: Thompson Reuters/University of Michigan’s index of consumer sentiment (ICS), 2007-12
Demographic overview
Market segmentation
Figure 3: Total U.S. retail sales of household cleaning equipment, by segment, 2010 and 2012
Retail channels
Figure 4: Retail sales of household cleaning equipment, by channel, 2010 and 2012
Leading companies
Figure 5: Leading companies' FDMx sales of household cleaning equipment in the U.S., 2011 and 2012
The Consumer
Responsibility for household cleaning and purchasing cleaning equipment
Figure 6: Responsibility for household cleaning and purchasing cleaning equipment, by gender, March 2012
Usage frequency
Figure 7: Usage frequency of household cleaning equipment, March 2012
Cleaning equipment preferences
Figure 8: Household cleaning equipment preferences, March 2012
Shopping behaviors
Figure 9: Household cleaning equipment shopping behaviors, March 2012
Information sources
Figure 10: Sources of housecleaning information, ideas, advice, and product recommendations, use a lot, March 2012
Cleaning challenges
Figure 11: Cleaning challenges, big problem, March 2012
Household cleaning attitudes and behaviors
Figure 12: Cleaning behaviors and attitudes, March 2012
What we think
ISSUES IN THE MARKET
What product benefits are most important in cleaning equipment?
Can environmental friendliness make a difference?
Disposable vs. reusable. Who wins?
INSIGHTS AND OPPORTUNITIES
Rethink the retail experience
Leverage store brands
Clean like a man
INSPIRE INSIGHTS
Experience is All
Perfecting the Details
MARKET SIZE AND FORECAST
Key points
Cleaning tools/mops/brooms sets mostly negative tone for total category
Saving money, time, and effort
What’s next?
Figure 13: Total U.S. retail sales of household cleaning equipment at current prices, 2007-17
Figure 14: Total U.S. retail sales of household cleaning equipment at inflation-adjusted prices, 2007-17
Fan chart forecast of household cleaning equipment
Figure 15: Total U.S. sales of household cleaning equipment fan chart forecast with best- and worst-case scenarios, 2007-17
Walmart sales
MARKET DRIVERS
 ECONOMIC OVERVIEW
Unemployment and underemployment
Figure 16: U.S. unemployment and underemployment rates, 2007-12
Household income
Figure 17: Median household income in inflation-adjusted dollars, 2000-10
Consumer Confidence
Figure 18: Thompson Reuters/University of Michigan’s index of consumer sentiment (ICS), 2007-12
Homeownership
Figure 19: Homeownership rate*, 2007-12
 DEMOGRAPHIC OVERVIEW
Number of households and households with kids
Figure 20: Households by presence of children, 2001-11
Hispanic population growth
Figure 21: Hispanic population by age groups, 2007-17
Figure 22: Total U.S. population by age groups, 2007-17
COMPETITIVE CONTEXT
Key points
The broader household cleaning context
Figure 23: FDMx sales in select household cleaning product segments, 2005-10
Private label increases share, opportunities vary across segments
Figure 24: FDMx household cleaning equipment private label market share, by segment, 2007-12
SEGMENT PERFORMANCE
Slow sales in largest, most diverse segment weigh on category results
Figure 25: Total U.S. retail sales of household cleaning equipment, by segment, 2010 and 2012
SEGMENT PERFORMANCE—CLEANING TOOLS, MOPS, AND BROOMS
Key points
Large and diverse segment feels pressure of weak economy
Pockets of success show potential for innovative products
Figure 26: Total U.S. retail sales of household cleaning tools/mops/brooms, at current prices, 2007-17
SEGMENT PERFORMANCE—SPONGES AND SCOURING PADS
Key points
Segment experiences steady but modest sales growth
Scouring pads may have room to grow
Figure 27: Total U.S. retail sales of sponges and scouring pads, at current prices, 2007-17
SEGMENT PERFORMANCE—GLOVES
Key points
Driven by health and safety concerns, disposables power gloves segment
Figure 28: Glove type market share of total glove segment in FDMx, 2007 and 2012
Further growth lies in expanding use occasions
Figure 29: Total U.S. retail sales of gloves, at current prices, 2007-17
RETAIL CHANNELS
Key points
Supermarkets and mass merchants account for most sales
Figure 30: Retail sales of household cleaning equipment, by channel, 2010 and 2012
Segment development varies widely by channel
RETAIL CHANNELS—SUPERMARKETS
Key points
Supermarkets have opportunity to build a base of cleaning consumables
Figure 31: Retail sales of household cleaning equipment in supermarkets, 2007-12
RETAIL CHANNELS—DRUG STORES
Key points
Disposable gloves give drug stores a boost
Figure 32: Retail sales of household cleaning equipment in drug stores, 2007-12
RETAIL CHANNELS—OTHER CHANNELS
Key points
Other channels offer different interpretations of value
Figure 33: Retail sales of household cleaning equipment in other channels, 2007-12
LEADING COMPANIES
Key points
Many companies compete, but biggest get bigger
P&G leads with Swiffer
3M pushes innovation
Figure 34: Leading companies' FDMx sales of household cleaning equipment in the U.S., 2011 and 2012
BRAND SHARE—CLEANING TOOLS/MOPS/BROOMS
Key points
P&G holds new competition at bay with Swiffer
Swiffer upgrades
Figure 35: Leading companies' FDMx sales of cleaning tools/mops/brooms in the U.S., 2011 and 2012
BRAND SHARE—SPONGES AND SCOURING SPONGES
Key points
3M dominates segment, but sees sales and share slip
Private label makes gains
Figure 36: Leading companies' FDMx sales of sponges and scouring sponges in the U.S., 2011 and 2012
BRAND SHARE—GLOVES
Key points
Growth of disposable gloves benefits private label
Playtex leads branded glove competition
oneCARE holds number two national brand spot with Clorox line
Figure 37: Leading companies' FDMx sales of gloves in the U.S., 2011 and 2012
BRAND SHARE—SCOURING PADS
3M leads but doesn’t dominate
P&G gains share, expands segment with Mr. Clean Magic Eraser scrubbers
Figure 38: Leading companies' FDMx sales of scouring pads in the U.S., 2011 and 2012
INNOVATION AND INNOVATORS
Swiffer transforms cleaning experience and category
A significant new round of competition for Swiffer
Libman Freedom and Rubbermaid Reveal positioned as economical and eco-friendly
Lysol Clean Flip Sweeper disinfects, changes shape to fit into tight spaces
Bona Sonic
Environmentally friendly
Pets
Convenience, time savings, and novelty
MARKETING STRATEGIES
 OVERVIEW
Swiffer shifts emphasis from effectiveness to speed and convenience
Figure 39: Swiffer duster “Read a Book” TV ad, 2012
Figure 40: Swiffer WetJet “Coffee on the Porch” TV ad, 2012
Swiffer online
Lysol Clean Flip ads promote “flip” and disinfection
Figure 41: Lysol Clean Flip “Bathroom Demo” TV ad, 2011
Figure 42: Lysol Clean Flip “Outside World” TV ad, 2011
Libman Freedom Mop portrays refill bottles as wasteful
Figure 43: Libman Freedom Mop “Mountain of Bottles” TV ad, 2012
Libman online
Rubbermaid Reveal highlights savings of up to $50 per year
Figure 44: Rubbermaid Reveal Mop “Give Me All Your Money” TV ad, 2012
Scotch-Brite Little Things online promotion
RESPONSIBILITY FOR CLEANING AND PURCHASING EQUIPMENT
Key points
Women still more likely than men do cleaning and purchasing…
…but the balance is shifting
Figure 45: Responsibility for household cleaning and purchasing cleaning equipment, by gender, March 2012
Higher-income respondents more likely to juggle cleaning responsibility
Figure 46: Responsibility for household cleaning and purchasing cleaning equipment, by household income, March 2012
USAGE FREQUENCY OF HOUSEHOLD CLEANING EQUIPMENT
Key points
Kitchen items most likely to get daily use
Figure 47: Usage frequency of household cleaning equipment, March 2012
Younger adults employ a wider array of floor cleaning tools
Figure 48: Usage frequency of floor cleaning tools, by age, March 2012
Lower-income cleaners more likely to use traditional floor cleaning tools
Figure 49: Usage frequency of floor cleaning tools, by household income, March 2012
More people in the house means more floor cleaning
Figure 50: Usage frequency of floor cleaning tools, by household size, March 2012
Bigger households use most kitchen cleaning tools more frequently
Figure 51: Usage frequency of kitchen and countertop cleaning tools, by household size, March 2012
Microfiber cloths, gloves used less often but could present opportunity
Figure 52: Usage frequency of other cleaning tools, by household size, March 2012
HOUSEHOLD CLEANING EQUIPMENT PREFERENCES
Key points
Convenience can command a price premium
Cleaning tools that “do it all” may have limited appeal
Effectiveness more important than environmental friendliness
Figure 53: Household cleaning equipment preferences, March 2012
Environmentally friendly cleaning tools more appealing to younger adults
Younger adults more likely to value speed and ease over effectiveness
Figure 54: Household cleaning equipment preferences, by age, March 2012
WHERE HOUSEHOLD CLEANING EQUIPMENT IS PURCHASED
Key points
Walmart tops other retailers by a wide margin
Supermarkets most likely to be a secondary choice
Figure 55: Where household cleaning equipment purchased, March 2012
Mass merchants appeal especially strongly to young category shoppers
Figure 56: Where household cleaning equipment purchased, by age, March 2012
Shopping patterns by household income follow expected patterns
Figure 57: Where household cleaning equipment purchased, by household income, March 2012
HOUSEHOLD CLEANING EQUIPMENT SHOPPING BEHAVIORS
Key points
Habit guides many category purchases, but habits can be broken
Price and promotion play a role in purchase decisions
Untapped potential for store brands
Figure 58: Household cleaning equipment shopping behaviors, March 2012
Young shoppers approach the aisle with greater enthusiasm
Figure 59: Household cleaning equipment shopping behaviors, by age, March 2012
SOURCES OF HOUSECLEANING INFORMATION AND IDEAS
Key points
Many sources used, but few used frequently
Figure 60: Sources of housecleaning information, ideas, advice, and product recommendations, March 2012
Younger purchasers rely on a wider variety of sources for cleaning ideas
Figure 61: Sources of housecleaning information, ideas, advice, and product recommendations, by age, March 2012
Cleaners in bigger households consult more cleaning information sources
Figure 62: Sources of housecleaning information, ideas, advice, and product recommendations, by household size, March 2012
CLEANING CHALLENGES
Key points
Dust and hard-to-reach places top the list of cleaning challenges
Microbes present a big challenge
Figure 63: Cleaning challenges, March 2012
Men less likely to see big cleaning problems
Figure 64: Cleaning challenges, by gender, March 2012
Kids make messes, motivate parents to keep things clean
Figure 65: Cleaning challenges, by household size, March 2012
CLEANING BEHAVIORS AND ATTITUDES
Key points
Housecleaning a chore, but a satisfying one
Housecleaning is more likely to be done as needed than planned
An opportunity for a greener approach to cleaning
What will the neighbors think?
Figure 66: Cleaning behaviors and attitudes, March 2012
Larger households result in deeper engagement in cleaning
Figure 67: Cleaning behaviors and attitudes, by household size, March 2012
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Blacks, Hispanics, Asians interested in eco-friendly and specialized tools
Figure 68: Household cleaning equipment preferences, by race/Hispanic origin, March 2012
Blacks, Hispanics, Asians more likely to be cleaning information seekers
Figure 69: Sources of housecleaning information, ideas, advice, and product recommendations, by race/Hispanic origin, March 2012
Non-white groups place greater emphasis on less visible cleaning issues
Figure 70: Cleaning challenges, by race/Hispanic origin, March 2012
Blacks and Hispanics more likely to be organized and orderly in housecleaning
Figure 71: Cleaning attitudes, by race/Hispanic origin, March 2012
CLUSTER ANALYSIS
Performance Seekers
Demographics
Characteristics
Opportunity
Disengaged Sharers
Demographics
Characteristics
Opportunity
Price Shoppers
Demographics
Characteristics
Opportunity
Super Cleaners
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 72: Target groups, March 2012
Figure 73: Responsibility for household cleaning and purchasing cleaning equipment, by target groups, March 2012
Figure 74: Usage frequency of floor cleaning tools, by target groups, March 2012
Figure 75: Usage frequency of kitchen and countertop cleaning tools, by target groups, March 2012
Figure 76: Usage frequency of other cleaning tools, by target groups, March 2012
Figure 77: Household cleaning equipment preferences, by target groups, March 2012
Figure 78: Where household cleaning equipment purchased, by target groups, March 2012
Figure 79: Household cleaning equipment purchasing attitudes and behaviors, by target groups, March 2012
Figure 80: Sources of housecleaning information, ideas, advice, and product recommendations, by target groups, March 2012
Figure 81: Cleaning challenges, by target groups, March 2012
Figure 82: Cleaning attitudes and behaviors, by target groups, March 2012
Cluster demographics
Figure 83: Target groups by demographic, March 2012
Cluster methodology
IRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 CLEANING TOOLS/MOPS/BROOMS
Consumer insights on key purchase measures
Brand map
Figure 84: Brand map, selected brands of cleaning tools/mops/brooms buying rate, by household penetration, 52 weeks ending June 26, 2011
Brand leader characteristics
Key purchase measures
Figure 85: Key purchase measures for the top brands of cleaning tools/mops/brooms, by household penetration, 52 weeks ending June 26, 2011
CUSTOM CONSUMER GROUPS
Men and women, with and without kids
Dads more likely than men without kids to share cleaning and purchasing
Figure 86: Responsibility for household cleaning and purchasing cleaning equipment, by gender and presence of children in household, March 2012
Parents, dads especially, more likely to be interested in environmental friendliness
Figure 87: Household cleaning equipment preferences, by gender and presence of children in household, March 2012
Parents more likely to enjoy shopping for cleaning equipment
Figure 88: Household cleaning equipment purchasing attitudes and behaviors, by gender and presence of children in household, March 2012
Dads more likely to be cleaning information seekers
Figure 89: Sources of housecleaning information, ideas, advice and product recommendations, by gender and presence of children in household, March 2012
For moms, an especially conflicted view of housecleaning
Figure 90: Cleaning behaviors and attitudes, by gender and presence of children in household, March 2012
APPENDIX: OTHER USEFUL CONSUMER TABLES
Responsibility for household cleaning and purchasing cleaning equipment
Figure 91: Responsibility for household cleaning and purchasing cleaning equipment, by age, March 2012
Usage frequency of floor cleaning tools
Figure 92: Usage frequency of floor cleaning tools, by race/Hispanic origin, March 2012
Usage frequency of kitchen and countertop cleaning tools
Figure 93: Usage frequency of kitchen and countertop cleaning tools, by age, March 2012
Figure 94: Usage frequency of kitchen and countertop cleaning tools, by household income, March 2012
Figure 95: Usage frequency of kitchen and countertop cleaning tools, by race/Hispanic origin, March 2012
Usage frequency of other cleaning tools
Figure 96: Usage frequency of other cleaning tools, by age, March 2012
Figure 97: Usage frequency of other cleaning tools, by household income, March 2012
Figure 98: Usage frequency of other household cleaning tools, by race/Hispanic origin, March 2012
Household cleaning equipment preferences
Figure 99: Household cleaning equipment preferences, by gender, March 2012
Figure 100: Household cleaning equipment preferences, by household size, March 2012
Household cleaning equipment shopping behaviors
Figure 101: Household cleaning equipment purchasing attitudes and behaviors, by gender, March 2012
Figure 102: Household cleaning equipment shopping behaviors, by household size, March 2012
Sources of housecleaning information, ideas, advice, and product recommendations
Figure 103: Sources of housecleaning information, ideas, advice, and product recommendations, by gender, March 2012
Cleaning challenges
Figure 104: Cleaning challenges, by age, March 2012
Figure 105: Cleaning challenges, by household income, March 2012
Cleaning attitudes
Figure 106: Cleaning attitudes, by gender, March 2012
Figure 107: Cleaning attitudes, by household income, March 2012
APPENDIX: TRADE ASSOCIATIONS