Shopping for Household Care Products - US - August 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Price, routine guides purchases
Figure 1: Select purchase influencers, select approaches to shopping, April 2019
Younger adults, parents multichannel shoppers
Figure 2: Repertoire of retailers shopped, by age, parental status, April 2019
Brands challenged to encourage increased spend
Figure 3: Willingness to spend more for higher quality, by age, age of child(ren) in household, April 2019
The opportunities
Don’t diminish women’s place in the home
Figure 4: Shopping responsibilities, by gender and age, April 2019
Breaking the routine: encourage shoppers to experiment and spend
Figure 5: Willingness to try new products, by age, race and Hispanic origin, parental status, April 2019
Invest in eCommerce
Figure 6: Select attitudes toward online shopping, April 2019
Natural, sustainable claims will reach health- and eco-conscious consumers
Figure 7: Select purchase influencers, approach to shopping, April 2019
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Mature household category sees slow growth
Demographic and societal shifts impact category
MARKET PERSPECTIVE
Across categories, growth remains slow
Figure 8: Total US sales and forecast of household paper products, home laundry products, household surface cleaners, dishwashing products, at current prices, 2018-23 (fore)
MARKET FACTORS 
Demographic, societal shifts impact household shopping behaviors
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Scent, natural ingredients have strong influence in category
Intensified retail competition
The environment will be front and center
WHAT’S HAPPENING?
Brands, retailers look to capture “clean and natural” shoppers
Figure 9: Everspring 100% recycled bath tissue, US 2019
Figure 10: Household care product launches featuring natural claims, 2014-19
Scent or no scent: that is the question
Figure 11: Clorox Free & Clear bleach free hard surface daily wipes, Harris Teeter Your Home free and clear fabric softener sheets, US, 2019
“Clean” cleaning movement drives ingredient trends
Figure 12: Seventh Generation free & clear all purpose cleaner, Dufunkify unscented active wash laundry detergent, Ajax Ultra vinegar and lime dish liquid, US, 2019
WHAT’S NEXT?
Retail landscape becomes more competitive
Subscription services must evolve in face of challenges
Figure 13: Purchase through household subscription service, interest in trying subscription service for natural products, by age, Black and Hispanic consumers, parental status, April 2019
Mass retailers make it easier, faster to get products
But supermarkets up the ante
Water, waste issues will create opportunities for greener growth
Figure 14: Procter and Gamble Instagram page
THE CONSUMER – WHAT YOU NEED TO KNOW 
Shopping responsibilities fall on women, regardless of race
Category purchases guided by price, brand
Younger shoppers shop across retailers, channels
Unsurprisingly, younger adults find more benefits to shopping online
Household category hindered by habitual shopping
Interest in innovations, services peaks among younger shoppers
HOUSEHOLD CARE PRODUCT SHOPPING RESPONSIBILITIES 
Shopping responsibilities fall primarily on women’s shoulders
Figure 15: Shopping responsibilities, by gender and age, April 2019
In multicultural households, women more likely to be primary shopper
Figure 16: Shopping responsibilities, by gender and race, April 2019
PURCHASE INFLUENCERS 
Price, familiar brand guides purchases
Figure 17: Purchase influencers, April 2019
Natural ingredients outrank fragrance
Figure 18: TURF Analysis – Purchase influencers, April 2019
Methodology
Ingredient, safety concerns stronger among younger generations
Figure 19: Select purchase influencers, by age, April 2019
Figure 20: Select purchase influencers, by age of child(ren) in household, April 2019
Brand, fragrance key for Black shoppers, health claims reach Hispanics
Figure 21: Select purchase influencers, by race and Hispanic origin, April 2019
RETAILERS SHOPPED 
Traditional channels, in-store purchases dominate
Figure 22: Repertoire of retailers shopped, April 2019
Figure 23: Retailers shopped, April 2019
Younger shoppers, parents multichannel shoppers
Figure 24: Select retailers shopped, by age, parental status, April 2019
Figure 25: Repertoire of retailers shopped, by age, parental status, April 2019
ATTITUDES TOWARD ONLINE SHOPPING
Mixed attitudes toward online reveal opportunities and challenges
Figure 26: Attitudes toward online shopping, April 2019
Younger online shoppers appreciate a range of factors
Figure 27: Select attitudes toward online shopping, by age, April 2019
Men, particularly dads, go online for better prices, want faster delivery
Figure 28: Select attitudes toward online shopping, by parental status (presence of children under 18) by gender, April 2019
APPROACH TO SHOPPING 
Household category plagued by habitual shopping
Figure 29: Approach to shopping, April 2019
Older adults brand loyal, purchase to replace while younger experiment
Figure 30: Approach to shopping, by age, April 2019
Presence of younger children increases willingness to try products
Figure 31: Approach to shopping, by age of child(ren) in household, April 2019
INTEREST IN INNOVATIONS AND SERVICES 
Natural, ecofriendly ambitions reflected in interest in innovations
Figure 32: Interest in innovations and services, April 2019
Young adults, parents interested and willing to try
Figure 33: Any trial or interest in innovations and services (net), by age, parental status, April 2019
Hispanic consumers overindex for all natural, ecofriendly products
Figure 34: Any trial or interest in select innovations and services (net), by race and Hispanic origin, April 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Consumer survey data
Abbreviations and terms
Abbreviations