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Household Cleaning Equipment - US - December 2016

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Market overview
Marginal sales growth of household cleaning equipment market outpaced by inflation
Figure 1: Total US sales and fan chart forecast of household cleaning equipment, at current prices, 2011-21
The issues
Lapsed usage of cleaning equipment for deep cleans leads to longer purchase cycles
Figure 2: Usage of equipment for deep cleaning, August 2016
Decline in household size and family households impacts overall category spending
Figure 3: Any current use of cleaning equipment for deep cleans, by parental status, August 2016
The opportunities
Focus on young adults when promoting regularly used, refillable equipment
Figure 4: Any current use (net) of refillable cleaning equipment, by age, August 2016
Young adults show interest in cleaning equipment with improved ease of use
Figure 5: Interest in and willingness to pay more for cleaning equipment with ease-of-use benefits, by age, August 2016
Eco-friendly attributes of microfiber appeal to family households
Figure 6: Eco-friendly benefits of using microfiber cleaning equipment, by parental status, August 2016
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Sales of cleaning equipment keeping pace with inflation
Cleaning tools, mops, and brooms drive sales, while glove sales decline
Cleaning equipment competes with household surface cleaners
Key demographics of heavy cleaning equipment users are in decline
MARKET SIZE AND FORECAST
Slow growth in cleaning equipment is expected to continue
Figure 7: Total US sales and fan chart forecast of household cleaning equipment, at current prices, 2011-21
Figure 8: Total US retail sales and forecast of household cleaning equipment, at inflation-adjusted prices, 2011-21
Future growth is limited to innovation in convenient equipment
Figure 9: Total US retail sales and forecast of household cleaning equipment, at current prices, 2011-21
MARKET BREAKDOWN
Cleaning tools/mops/brooms far outweigh sponges, pads, and gloves
Figure 10: Total US retail sales and forecast of household cleaning equipment, by segment, at current prices, 2011-21
Sponges and scouring pads are threatened by disposable wipes
Sales of gloves are falling as non-disposables lose share
Figure 11: Total US retail sales of household cleaning equipment, by segment, at current prices, 2014 and 2016
MARKET PERSPECTIVE
Changing attitudes toward cleaning impact broader household category
Figure 12: Total US retail sales of household surface cleaners and cleaning equipment, at current prices, 2014 and 2016
Usage of mops and brooms is dependent on flooring type
Figure 13: Select flooring recently purchased, by use of mops, 2016
Dishwashers can limit the need for sponges and scouring pads
Figure 14: Dishwasher ownership, 2011-16
MARKET FACTORS
Declining homeownership may dampen sales for cleaning equipment
Figure 15: US homeownership rate, 2010-16
Figure 16: Usage of select cleaning equipment, by primary residence, August 2016
Household size shrinks while home floor space increases
Figure 17: Total share of family and non-family households, 2005-15
Figure 18: Average square feet for a new lot, by single-family homes and by multi-family units, 2005-15
KEY PLAYERS – WHAT YOU NEED TO KNOW
Continued leadership by Procter & Gamble, other companies climb rank
Innovations in handling, texture, and hygienic features boost sales
Sales decline for rubber gloves while private labels increase
Equipment design improves, evolves, and blurs lines between surfaces
MANUFACTURER SALES OF CLEANING EQUIPMENT
Figure 19: MULO sales of household cleaning equipment, by leading companies, rolling 52-weeks 2015 and 2016
P&G leads market share with Swiffer brand
Libman gains ground thanks to expanding retail availability
Smaller brands drive competition in floor cleaner segment
3M dominates sponges segment through its Scotch Brite brand
Bradshaw remains in third position thanks to Butler Home Products
WHAT’S WORKING?
Improved handling and texture boost cleaning tools, mops, and brooms
Figure 20: Libman Dish Wands commercial, February 2015
Figure 21: MULO sales of Freudenberg’s O Cedar Flip Mop and Microtwist Mop, rolling 52-weeks 2015 and 2016
Libman sweeps ahead in cleaning power with its Nitty Gritty mop
Figure 22: MULO sales of The Libman Company’s Libman Nitty Gritty Mop, rolling 52-weeks 2015 and 2016
Figure 23: Libman Nitty Gritty® Roller Mop, February 2015
Competitive pricing of reusable floor cleaning equipment
Figure 24: Kmart advertisement for Libman mops and brooms, June 2015
Spending on disposable gloves outweighs spending on reusables
Refillable cleaning format gains share by providing hygienic cleaning
Figure 25: Clorox Toilet Wand TV Spot, “A Family of Five,” 2015
Figure 26: Target email advertisement featuring Clorox, March 2016
Scouring sponge brands outperform standard sponges
Figure 27: MULO sales of Butler Home Products and Scrub Daddy, rolling 52-weeks 2015 and 2016
WHAT’S STRUGGLING?
Lower usage of equipment used for deep cleans as spot cleaning grows
Lack of importance in brand name, cheaper refills boost private labels
WHAT’S NEXT?
Cleaning design blurs the lines between surface applications
Improved maneuverability for reduced strain among older consumers
Microfiber designed for premium applications
Evolving attitudes toward disinfection can impact cleaning equipment
THE CONSUMER – WHAT YOU NEED TO KNOW
Reusable equipment most used, but refillables growing
Ease of use is centrally important as purchase influencer
Microfiber is convenient and offers additional secondary benefits
The ritual of maintaining cleaning equipment differs by age
Cleaning promotes healthy living, but users differ on storage
Ease of use leads consumer interest in cleaning equipment innovation
PRODUCT USAGE
Reusable formats are used more than refillables for regular cleaning
Figure 28: Usage of cleaning equipment, August 2016
Family households face more cleaning demands, use more equipment
Figure 29: Any current use (net) of gloves and reusable floor mops, by parental status, August 2016
Younger adults willing to try new products, use more refillables
Figure 30: Any current use (net) of refillable equipment, by age, by parental status, and by primary residence, August 2016
Hispanics largely mirror usage tendencies of young adults
Figure 31: Any current use (net) of refillable equipment, by Hispanic origin, August 2016
PURCHASE INFLUENCERS
Equipment users seek products for ease of use, rather than disinfection
Figure 32: Purchase influencers of cleaning equipment – Any rank (net), August 2016
Older adults give higher regard to maneuverability than other attributes
Figure 33: Ease-of-use as purchase influencers of cleaning equipment – Any rank, by age, August 2016
Hispanics and family households emphasize antibacterial equipment
Figure 34: Antibacterial as purchase influencer of cleaning equipment – Any rank, by Hispanic origin, August 2016
REASONS FOR USING MICROFIBER
Convenience, reusability add to appeal of microfiber cleaning equipment
Figure 35: Benefits of microfiber cleaning equipment, August 2016
Parents, large households place importance on secondary benefits
Figure 36: Eco-friendly benefits of microfiber cleaning equipment, by parental status, August 2016
Hispanics see more options for natural cleaning in microfiber
Figure 37: Natural cleaning benefits of microfiber cleaning equipment, by Hispanic origin, August 2016
HOUSECLEANING BEHAVIOR
Disinfection and effective cleaning are key for cleaning equipment users
Figure 38: Select behaviors toward housecleaning and cleaning equipment, August 2016
Cleaning with health and aging in mind focuses on older adults
Figure 39: Behaviors related to washing hands after using equipment and difficulty cleaning, by age, August 2016
Post-use rituals differ between ages and cleaning equipment type
Figure 40: Hand washing and equipment rinsing behaviors, by age, August 2016
Hispanics’ housecleaning behavior similar to that of young adults
Figure 41: Disinfection behaviors toward housecleaning and cleaning equipment, by Hispanic origin, August 2016
ATTITUDES TOWARD CLEANING AND EQUIPMENT
Most agree cleaning improves health, but differ on equipment storage
Figure 42: Attitudes toward cleaning and equipment – Any agree, August 2016
Parents and Hispanics have multi-pronged approach to germ prevention
Figure 43: Attitudes related to health, easy access, and eco-friendliness – Any agree, by Hispanic origin and by parental status, August 2016
Connection between cleaning and health is stronger with oldest and youngest consumers
Figure 44: Health-related attitudes toward cleaning and equipment – Any agree, by age, August 2016
ATTITUDES TOWARD CLEANING EQUIPMENT INNOVATION
Reach and maneuverability are leading areas of opportunity
Figure 45: Attitudes toward household cleaning equipment, August 2016
Heavier users are willing to pay more for time-, labor-saving innovations
Figure 46: Interest in antibacterial and non-chemical cleaning equipment – Any interest, by Hispanic origin, by parental status, and by household size, August 2016
Cleaning solutions derived from technology appeal to younger adults
Figure 47: Interest in self-cleaning and automated cleaning equipment – Any interest, by age, August 2016
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
APPENDIX – MARKET
Figure 48: Total US retail sales of household cleaning equipment, by segment, at current prices, 2014 and 2016
Figure 49: Total US retail sales of household cleaning equipment, by channel, at current prices, 2011-16
Figure 50: Total US retail sales of household cleaning equipment, by channel, at current prices, 2014 and 2016
APPENDIX – KEY PLAYERS
Figure 51: MULO sales of cleaning tools/mops/brooms, by leading companies and brands, rolling 52-weeks 2015 and 2016
Figure 52: MULO sales of sponges and scouring pads, by leading companies and brands, rolling 52-weeks 2015 and 2016
Figure 53: MULO sales of gloves, by leading companies and brands, rolling 52-weeks 2015 and 2016

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