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The importance consumers place on cleaning power and disinfection represents an opportunity for brands to help housecleaners achieve the best results in every room of the house and on every surface.
Researchmoz offer new report on Housewares Market Research Reports to its store.
Table of Content
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
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, 2008-13
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
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