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Household Surface Cleaners - US - November 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Slow growth overall, but opportunities for products that enable easy, effective cleaning
Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2008-18
Convenience and ease drive segment shifts
Figure 2: Sales of household surface cleaners, by segment, 2011 and 2013
Key players
Figure 3: MULO share of household surface cleaners, by leading companies, 2012 and 2013
The consumer
Declining use of most labor-intensive cleaners reflects shift in habits
Figure 4: Household usage of surface cleaners, 2008-13
Cleaning power, disinfection are top priorities in product selection
Figure 5: Importance of household surface cleaner attributes, August 2013
Housecleaners opt for specialized cleaners over multipurpose products
Figure 6: Household surface cleaner usage behaviors, August 2013
Attitudes toward household surface cleaners
Figure 7: Attitudes toward household surface cleaners, August 2013
What we think
ISSUES AND INSIGHTS
Driving sales through specialization
The issues
The implications
Wipes: Added value vs added volume
The issues
The implications
Natural opportunities
The issues
The implications
TREND APPLICATIONS
Inspire Trend: Transumers
Inspire Trend: Make it Mine
Mintel Futures: Human
MARKET SIZE AND FORECAST
Key points
Slow growth overall, but opportunities for products that enable easy, effective cleaning
Sales and forecast of household surface cleaners
Figure 8: Total US sales and forecast of household surface cleaners, at current prices, 2008-18
Figure 9: Total US sales and forecast of household surface cleaners, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 10: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2008-18
MARKET DRIVERS
Household income stabilizes but remains weak
Figure 11: Median household income, in inflation-adjusted dollars, 2002-12
Economizing mindset keeps sales growth in check
Figure 12: Household surface cleaner shopping behaviors, by household income, August 2013
Consumer confidence creeps up only to get knocked back down
Figure 13: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
Time spent on housework changed little between 2003 and 2012
Gender gap in housework continues to narrow
Figure 14: Time spent daily on housework, minutes, 2003-12
Number of households increases, but households with kids declines
Figure 15: Households, by presence of children, 2002-12
Average household size edges down
Figure 16: Number of people in household, 2002-12
Growing influence of Hispanic market
Figure 17: Households with own children, by race and Hispanic origin of householder, 2012
Figure 18: Population, by race and Hispanic origin, 2008-18
COMPETITIVE CONTEXT
Disposable wipes drive growth in private label share
In other segments, private label remains low
Figure 19: Private label share of household surface cleaners, by segment, 2009-13
Figure 20: Hard surface cleaner new product launches, branded vs private label, 2008-13
Growth stalls for eco-friendly brands
Walmart move may level the playing field
Figure 21: MULO sales of select eco-friendly household surface cleaners, 2009-13
SEGMENT PERFORMANCE
Key points
Convenience and ease drive segment shifts
Sales of household surface cleaners, by segment
Figure 22: Sales of household surface cleaners, segmented by type, 2011 and 2013
SEGMENT PERFORMANCE – TOILET/TUB/TILE CLEANERS
Key points
Toilet/tub/tile cleaner sales slip
Figure 23: Total US sales and forecast of toilet/tub/tile cleaners, at current prices, 2008-18
Figure 24: MULO sales of toilet/tub/tile cleaners, by subsegments, 2009-13
SEGMENT PERFORMANCE – ALL-PURPOSE CLEANERS
Key points
New products address variety of needs and preferences
Figure 25: Total US sales and forecast of all-purpose cleaners, at current prices, 2008-18
SEGMENT PERFORMANCE – SPECIALIZED CLEANERS
Key points
Diverging sales trends among specialized subsegments
Figure 26: Total US sales and forecast of specialized cleaners, at current prices, 2008-18
Figure 27: MULO sales of specialized cleaners, by subsegments, 2009-13
SEGMENT PERFORMANCE – CLEANING CLOTHS/WIPES
Key points
Interest in quick disinfection spreads, continues to drive wipes growth
Figure 28: Total US sales and forecast of cleaning cloths/wipes, at current prices, 2008-18
SEGMENT PERFORMANCE – FLOOR CLEANERS/WAX REMOVERS
Key points
Fluctuating sales for Swiffer solutions stall segment sales growth
Figure 29: Total US sales and forecast of floor cleaners/wax removers, at current prices, 2008-18
SEGMENT PERFORMANCE – FURNITURE POLISH
Key points
Declining household usage brings down sales
Figure 30: Total US sales and forecast of furniture polish, at current prices, 2008-18
RETAIL CHANNELS
Key points
Price and value shopping favors “other” channels
Beyond price, opportunities to play to channel strengths
Sales of household surface cleaners, by channel
Figure 31: Sales of household surface cleaners, by channel, 2011 and 2013
Figure 32: Sales of household surface cleaners, by channel, 2008-13
LEADING COMPANIES
Key points
Reckitt Benckiser gains on Clorox with Lysol Power & Free
SC Johnson blurs segment lines
Manufacturer sales of market
Figure 33: MULO sales of household surface cleaners, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE – TOILET/TUB/TILE CLEANERS
Key points
Power & Free boosts Lysol and Reckitt Benckiser sales and share
Manufacturer sales of toilet/tub/tile cleaners
Figure 34: MULO sales of toilet/tub/tile cleaners, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE – ALL-PURPOSE CLEANERS
Key points
Clorox and Pine-Sol slip but hold on to their lead
Lysol Power & Free helps lift Reckitt Benckiser to number two slot
SC Johnson gains by expanding the scope of its core brands
Manufacturer sales of all-purpose cleaners
Figure 35: MULO sales of all-purpose cleaners, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE – SPECIALIZED CLEANERS
Key points
Specialized cleaners cover a variety of specialized needs
Disinfectant spray
Glass cleaners
Drain cleaners
Appliance cleaners
Manufacturer sales of specialized cleaners
Figure 36: MULO sales of specialized cleaners, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE – CLEANING CLOTHS/WIPES
Key points
Market share shifts in growing disposable cleaning cloths/wipes segment
Retailers take advantage of segment’s popularity
Power & Free boosts Lysol share
Manufacturer sales of cleaning cloths/wipes
Figure 37: MULO sales of cleaning cloths/wipes, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE – FLOOR CLEANERS/WAX REMOVERS
Key points
Swiffer faces competition from all sides
Bona gains ground at the high end
Manufacturer sales of floor cleaner/wax removers
Figure 38: MULO sales of floor cleaner/wax removers, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE – FURNITURE POLISH
Key points
As segment shrinks, SC Johnson extends its lead
Manufacturer sales of furniture polish
Figure 39: MULO sales of furniture polish, by leading companies, rolling 52 weeks 2012 and 2013
INNOVATIONS AND INNOVATORS
New product activity concentrated among all-purpose cleaners
Figure 40: Household surface cleaner product launches, by product type, 2008-13
Eco-friendly claims most prominent
Figure 41: Household surface cleaner product launches, by claims, 2008-13
Convenience a key theme for packaging innovation
Fragrance variety continues to expand
Specialization drives new product development across segments
Nano coatings reduce need for surface cleaning
MARKETING STRATEGIES
Lysol “Healthing” campaign
Figure 42: Lysol “Healthing” TV ad, 2013
Pledge refocuses on dusting
Windex Touch-Up extends brand to new cleaning occasions
Figure 43: Windex Touch-Up “New Way to Clean” TV ad, 2013
Clorox wipes: easy disinfecting and humor
Figure 44: Clorox wipes “Poker NIght” TV ad, 2013
Figure 45: Clorox wipes “The Healer” TV ad, 2013
SOCIAL MEDIA
Key points
Key social media metrics
Figure 46: Key performance indicators, October 2013
Market overview
Brand usage and awareness
Figure 47: Brand usage and awareness of household surface cleaners, August 2013
Interaction with brands
Figure 48: Interaction with household surface cleaners, August 2013
Online conversations
Figure 49: Online mentions, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
Where are people talking about household surface cleaners?
Figure 50: Mentions, by page type, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
What are people talking about online?
Figure 51: Mentions, by type of conversation, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
Figure 52: Major areas of discussion surrounding selected household surface cleaners, by page type, April 14, 2013-Oct. 13, 2013
Brand analysis
Lysol
Figure 53: Lysol key social media indicators, October 2013
Clorox
Figure 54: Clorox key social media indicators, October 2013
Windex
Figure 55: Windex key social media indicators, October 2013
Pine-Sol
Figure 56: Pledge key social media indicators, October 2013
Liquid-Plumr
Figure 57: Liquid-Plumr key social media indicators, October 2013
Scrubbing Bubbles
Figure 58: Scrubbing Bubbles key social media indicators, October 2013
USAGE OF SURFACE CLEANERS
Key points
Household usage holds steady for most cleaning staples
Declining use of most labor-intensive cleaners reflects shift in habits
Figure 59: Household usage of surface cleaners, 2008-13
Young adults gravitate to quick cleanup products, but expect results
Figure 60: Household usage of surface cleaners, by age, May 2012 - June 2013
For all surface cleaners, usage frequency increases with household size
Figure 61: Frequency of use of household surface cleaners, by household size, May 2012 -June 2013
RESPONSIBILITY FOR CLEANING AND PURCHASING CLEANING PRODUCTS
Women still more likely to clean and shop, but gender gap is narrowing
Figure 62: Responsibility for household cleaning and purchasing cleaning products, by gender and age, August 2013
SURFACE CLEANER ATTRIBUTE IMPORTANCE
Key points
Cleaning power, disinfection are top priorities, ahead of versatility and ease
Eco-friendliness falls further down the list
For key group, fragrance as important as ease of use, versatility
Figure 63: Importance of household surface cleaner attributes, by gender and age, August 2013
Shoppers from larger households keep family health in mind
Figure 64: Importance of household surface cleaner attributes, by household size, August 2013
INTEREST IN SPECIAL FEATURES
Key points
Performance features most likely to command a premium
Figure 65: Interest in household surface cleaner special features, August 2013
Shoppers from larger households more likely to pay up for added features
Figure 66: Interest in household surface cleaner special features, willing to pay more, by household size, August 2013
HOUSEHOLD SURFACE CLEANER USAGE BEHAVIORS
Key points
Housecleaners opt for specialized cleaners over multipurpose products
Young adults seek advice, but not necessarily from cleaning brands
Figure 67: Household surface cleaner usage behaviors, by gender and age, August 2013
Figure 68: Household surface cleaner usage behaviors, by household size, August 2013
ATTITUDES TOWARD HOUSEHOLD SURFACE CLEANERS
Key points
Interest in disinfection remains a key theme in household cleaning
Targeted opportunities for natural cleaners
Disposable wipes: Could light duty perception actually be a strength?
Figure 69: Attitudes toward household surface cleaners, August 2013
Young adults deeply engaged in housecleaning and household cleaners
Figure 70: Attitudes toward household surface cleaners, any agree, by gender and age, August 2013
RACE AND HISPANIC ORIGIN
Black, Hispanic consumers use all types of cleaners more frequently
Figure 71: Frequency of use of household surface cleaners, by race/Hispanic origin, May 2012-June 2013
Germ-killing, scent, and safety especially important in product selection
Figure 72: Importance of household surface cleaner attributes, by race/Hispanic origin, August 2013
Strong interest in added features among Black and Hispanic consumers
Figure 73: Interest in household surface cleaner special features, by race/Hispanic origin, August 2013
Interest in all-natural cleaners, but concern about price
Figure 74: Attitudes toward household surface cleaners, any agree, by race/Hispanic origin, August 2013
HOME CARE SEGMENTATION ANALYSIS
Figure 75: Home care segments, August 2013
Holistic 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
Power Cleaners
Demographics
Approach to home care
Attitudes and behaviors concerning household surface cleaners
Opportunity
Cluster characteristic tables
Figure 76: General home care attitudes, agree strongly, by target clusters, August 2013
Figure 77: General home care attitudes, any agree, by target clusters, August 2013
Figure 78: Responsibility for household cleaning and purchasing cleaning products, by target clusters, August 2013
Figure 79: Importance of household surface cleaner attributes, by target clusters, August 2013
Figure 80: Interest in household surface cleaner special features, willing to pay more, by target clusters, August 2013
Figure 81: Household surface cleaner shopping behaviors, by target clusters, August 2013
Figure 82: Household surface cleaner usage behaviors, by target clusters, August 2013
Figure 83: Attitudes toward household surface cleaners, any agree, by target clusters, August 2013
Cluster demographic tables
Figure 84: Target clusters, by demographic, August 2013
Cluster methodology
IRI/BUILDERS – KEY HOUSEHOLD PURCHASE MEASURES
Overview of household cleaners
All-Purpose Cleaner/Disinfectants
Consumer insights on key purchase measures
Brand map
Figure 85: Brand map, selected brands of all-purpose cleaner/disinfectants buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 86: Key purchase measures for the top brands of all-purpose cleaner/disinfectants, by household penetration, 52 weeks ending June 24, 2012
Nonabrasive Tub/Tile Cleaners
Consumer insights on key purchase measures
Brand map
Figure 87: 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 88: 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 89: 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 90: 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
Frequency of use of household surface cleaners
Figure 91: Frequency of use of household surface cleaners, by household size, May 2012 - June 2013
Figure 92: Frequency of use of household surface cleaners, by race/Hispanic origin, May 2012 - June 2013
General home care attitudes
Figure 93: General home care attitudes, August 2013
General home care attitudes, agree strongly
Figure 94: General home care attitudes, agree strongly, by gender and age, August 2013
Figure 95: General home care attitudes, agree strongly, by household income, August 2013
Figure 96: General home care attitudes, agree strongly, by race/Hispanic origin, August 2013
Figure 97: General home care attitudes, agree strongly, by household size, August 2013
General home care attitudes, any agree
Figure 98: General home care attitudes, any agree, by gender and age, August 2013
Figure 99: General home care attitudes, any agree, by household income, August 2013
Figure 100: General home care attitudes, any agree, by race/Hispanic origin, August 2013
Figure 101: General home care attitudes, any agree, by household size, August 2013
Household usage of surface cleaners
Figure 102: Household usage of surface cleaners, by household income, May 2012 - June 2013
Figure 103: Household usage of surface cleaners, by household size, May 2012-June 2013
Importance of household surface cleaner attributes
Figure 104: Importance of household surface cleaner attributes, by household income, August 2013
Interest in household surface cleaner special features
Figure 105: Interest in household surface cleaner special features, willing to pay more, by gender and age, August 2013
Household surface cleaner usage behaviors
Figure 106: Household surface cleaner usage behaviors, by household income, August 2013
Attitudes toward household surface cleaners
Figure 107: Attitudes toward household surface cleaners, any agree, by household income, August 2013
Figure 108: Attitudes toward household surface cleaners, any agree, by household size, August 2013
APPENDIX – SOCIAL MEDIA
Brand usage or awareness
Figure 109: Brand usage or awareness, August 2013
Figure 110: Clorox usage or awareness, by demographics, August 2013
Figure 111: Lysol usage or awareness, by demographics, August 2013
Figure 112: Windex usage or awareness, by demographics, August 2013
Figure 113: Scrubbing bubbles usage or awareness, by demographics, August 2013
Figure 114: Pine-Sol usage or awareness, by demographics, August 2013
Figure 115: Liquid-Plumr usage or awareness, by demographics, August 2013
Activities done
Figure 116: Activities done, August 2013
Figure 117: Clorox – Activities done, by demographics, August 2013
Figure 118: Lysol – Activities done, by demographics, August 2013
Figure 119: Windex – Activities done, by demographics, August 2013
Figure 120: Scrubbing bubbles – Activities done, by demographics, August 2013
Figure 121: Pine-Sol – Activities done, by demographics, August 2013
Figure 122: Liquid-Plumr – Activities done, by demographics, August 2013
Online conversations
Figure 123: Online mentions, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
Figure 124: Mentions, by page type, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
Figure 125: Mentions, by type of conversation, selected household surface cleaners, April 14, 2013-Oct. 13, 2013
Figure 126: Major areas of discussion surrounding selected household surface cleaners, by page type, April 14, 2013-Oct. 13, 2013
APPENDIX – INFORMATION RESOURCES INC. BUILDERS PANEL DATA DEFINITIONS
Information Resources Inc. Consumer Network Metrics
APPENDIX – TRADE ASSOCIATIONS

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