Author: Mintel Group Ltd.
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Shopping for Household Care Products Online - US - August 2019
Overview
 
What you need to know 
eCommerce in household care has developed slowly compared to most other CPG categories, but that’s about to change. The consumer demand to buy household products online is growing, while top brands and online retailers are becoming more proactive in developing packaging better suited for shipping. 

Parallel to this, there has been an emergence of new strategies to improve consumer engagement in this historically low-involvement category with more emotionally compelling online product presentations. All told, the stars are aligning to the point where household product ecommerce will catch – and possibly surpass – other categories because the value proposition to shop online for household care products is very strong. 

Definition 
This Report focuses on how ecommerce is evolving for household care products, which include:

●	Fabric care
●	Dishwashing products
●	Hard surface care
●	Toilet care
●	Air care
●	Household paper products (toilet tissue, paper towels, facial tissues)

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