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Household Care Packaging Trends - US - January 2014

“Innovations in packaging and product form that simplify everyday household chores stand a good chance of capturing the attention of category shoppers. Results, however, are just as important as convenience.” – John Owen, Senior Household Analyst

 This report looks at the following areas:

  • Can laundry detergents offer both simple dosing and personal control?
  • What are the opportunities for sustainable packaging?
  • Could packaging encourage people to do more cleaning?

Household care product packaging does much more than just hold the product. Packaging and product form are increasingly essential components of consumers’ experiences with household care brands and are important platforms for new product development. Leading competitors across household care categories are leveraging packaging innovation to answer a variety of consumer needs, including making household chores easier, enabling more sustainable living, and saving money.

This report explores a variety of topics related to packaging and product form, including:

  • The acceleration of packaging-related new product launches in recent years
  • Consumer preferences in terms of dosing and dispensing
  • The reasons behind the purchase of both standard- and large-size packs in key household care product categories
  • Attitudes and behaviors concerning household care product packaging and sustainability
  • The labeling communication elements that receive the greatest consumer attention before purchase

For the purposes of this report, Mintel will cover trends in household care product packaging, including packaging types commonly used for laundry detergent, hard surface cleaners, and dishwashing products. In addition, household care product labeling and claims are discussed, particularly as they relate to themes applicable to the report.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • The market
                      • Surface cleaners gain on laundry care in pace of new product launches
                        • Figure 1: Household care new product launches, by category, 2008-13
                      • New packaging increases as percentage of all household care launches
                        • Figure 2: Household care new product launches, by type, 2008-13
                      • Time spent on housework changed little between 2003 and 2012
                        • Figure 3: Time spent daily on housework, minutes, 2003-12
                      • The consumer
                        • Unit dose laundry detergents simplify, but dosing control still a key benefit
                          • Figure 4: Laundry detergent packaging preferences, November 2013
                        • On-the-go cleanup an opportunity for young parents
                          • Figure 5: Household cleaning product packaging preferences, by gender and age, November 2013
                        • Savings and convenience drive large-size purchases
                          • Figure 6: Reasons for purchasing large-size household care products, November 2013
                        • Storability and weight keep some in standard sizes
                          • Figure 7: Reasons for purchasing standard-size household care products, November 2013
                        • Attitudes concerning packaging and sustainability
                          • Figure 8: Attitudes concerning packaging and sustainability, November 2013
                        • Communication elements that convey practical information draw attention
                          • Figure 9: Attention to labeling elements, November 2013
                        • What we think
                        • Issues and Insights

                            • Can laundry detergents offer both simple dosing and personal control?
                              • The issues
                                • The implications
                                  • What are the opportunities for sustainable packaging?
                                    • The issues
                                      • The implications
                                        • Could packaging encourage people to do more cleaning?
                                          • The issues
                                            • The implications
                                            • Trend Applications

                                                • Trend: Make it Mine
                                                  • Trend: Minimize Me
                                                    • Mintel Futures: Brand Intervention
                                                    • Category Performance – New Product Launches

                                                      • Key points
                                                        • Surface cleaners gain on laundry care in pace of new product launches
                                                            • Figure 10: Household care new product launches, by category, 2008-13
                                                          • New packaging increases as percentage of all household care launches
                                                            • Figure 11: Household care new product launches, by launch type, 2008-13
                                                          • Bottles remain dominant package type, but pouches, aerosol gain ground
                                                              • Figure 12: Household care new product launches, by package type, 2008-13
                                                          • Market Drivers

                                                            • Time spent on housework changed little between 2003 and 2012
                                                              • Gender gap in housework continues to narrow
                                                                • Figure 13: Time spent daily on housework, minutes, 2003-12
                                                              • Number of households increases, but households with kids declines
                                                                • Figure 14: Households, by presence of children, 2002-12
                                                              • Average household size edges down
                                                                • Figure 15: Number of people in household, 2002-12
                                                              • Growing influence of Hispanic market
                                                                • Figure 16: Households with own children, by race and Hispanic origin of householder, 2012
                                                                • Figure 17: Population, by race and Hispanic origin, 2008-18
                                                            • Innovations and Innovators

                                                              • Method dishwashing liquid spray bottle designed for spot cleaning
                                                                • Libman offers floor cleaner with premeasured dispenser
                                                                  • SC Johnson offers twist-on concentrates and specialization
                                                                    • Method super-concentrated detergent addresses sustainability and dosing
                                                                      • Method designs for the home
                                                                        • Seventh Generation emphasizes reusability with new glass dishwashing liquid bottle
                                                                        • Marketing Strategies

                                                                          • Windex Touch-Ups
                                                                            • Figure 18: Windex Touch-Ups, “Birds” TV ad, 2013
                                                                          • Arm & Hammer Ultra Power emphasizes cleaning power over convenience
                                                                            • Figure 19: Arm & Hammer Ultra Power, “Big News in a Little Bottle” TV ad, 2013
                                                                          • Tide Pods ads shift to rational, product-focused appeal for trial
                                                                            • Figure 20: Tide Pods, “Scales” TV ad, 2013
                                                                            • Figure 21: Tide Pods, “Packs a Punch” TV ad, 2013
                                                                          • Clorox Smart Tube touted as “historic” invention
                                                                            • Figure 22: Clorox SmartTube, “Benjamin” TV ad, 2013
                                                                        • Use of and Interest in Household Care Product Concepts

                                                                          • Key points
                                                                            • High levels of interest in packaging-related concepts
                                                                                • Figure 23: Use of and interest household care product concepts, November 2013
                                                                              • Young adults more likely to have tried most new packaging innovations
                                                                                • Figure 24: Use household care product concepts, use/have used and would use again, by gender and age, November 2013
                                                                              • Higher-income households opt for bulk sizes
                                                                                • Figure 25: Use household care product concepts, use/have used and would use again, by household income, November 2013
                                                                              • Larger households more likely to use most packaging innovations
                                                                                • Figure 26: Use household care product concepts, use/have used and would use again, by household size, November 2013
                                                                            • Household Care Packaging Preferences

                                                                              • Key points
                                                                                • Laundry detergents
                                                                                  • Unit dose products simplify, but dosing control still a key benefit
                                                                                    • Figure 27: Laundry detergent packaging preferences, by gender and age, November 2013
                                                                                  • Greater dosing control a plus for larger households
                                                                                    • Figure 28: Laundry detergent packaging preferences, by household size, November 2013
                                                                                  • Easy storage and dosing control part of appeal of super-concentrated detergents
                                                                                    • Figure 29: Laundry detergent packaging preferences, by use of and interest in household care product concept – use/have used and would use again, November 2013
                                                                                  • Household surface cleaners
                                                                                    • On-the-go cleanup an opportunity for young parents
                                                                                      • Figure 30: Household cleaning product packaging preferences, by gender and age, November 2013
                                                                                    • Tabletop cleaners appeal to larger households, encourage more cleaning
                                                                                      • Figure 31: Household cleaning product packaging preferences, by household size, November 2013
                                                                                  • Pack Sizes Purchased and Why

                                                                                    • Key points
                                                                                      • Laundry detergent more likely to be purchased in large sizes
                                                                                        • Figure 32: Household care product pack size purchased, November 2013
                                                                                      • Savings and convenience drive large-size purchases
                                                                                        • Figure 33: Reasons for purchasing large-size household care products, November 2013
                                                                                      • Storability and weight keep some in standard sizes
                                                                                        • Figure 34: Reasons for purchasing standard-size household care products, November 2013
                                                                                      • Higher-income shoppers more likely to opt for large sizes
                                                                                        • Figure 35: Laundry detergent pack size purchased, by household income, November 2013
                                                                                        • Figure 36: Household hard surface cleaners pack size purchased, by household income, November 2013
                                                                                        • Figure 37: Dishwashing products pack size purchased, by household income, November 2013
                                                                                    • Attitudes Concerning Packaging and Sustainability

                                                                                      • Key points
                                                                                        • Packaging sustainability not always top of mind among category shoppers
                                                                                          • Packaging recyclability more likely to be considered in-home than in-store
                                                                                            • Cost savings more likely than reduced waste to be important to refill users
                                                                                              • Concentrates and compostables could benefit from consumer education
                                                                                                • Older adults more likely to put eco-friendly attitudes into practice
                                                                                                  • Figure 38: Attitudes concerning packaging and sustainability, by gender and age, November 2013
                                                                                                • Opportunities at all income levels to equate eco-friendliness and frugality
                                                                                                  • Figure 39: Attitudes concerning packaging and sustainability, by household income, November 2013
                                                                                              • Attention to Labeling Elements

                                                                                                • Key points
                                                                                                  • Practical information most likely to draw shopper attention
                                                                                                    • Figure 40: Attention to labeling elements, by gender and age, November 2013
                                                                                                  • Larger households more likely to be focused on promotional messages
                                                                                                    • Figure 41: Attention to labeling elements, by household size, November 2013
                                                                                                • Race and Hispanic Origin

                                                                                                  • Usage rates for most product types consistent across most groups
                                                                                                    • Figure 42: Use household care product concepts, use/have used and would use again, by race/Hispanic origin, November 2013
                                                                                                    • Figure 43: Household cleaning product packaging preferences, by race/Hispanic origin, November 2013
                                                                                                    • Figure 44: Attitudes concerning packaging and sustainability, by race/Hispanic origin, November 2013
                                                                                                    • Figure 45: Attention to labeling elements, by race/Hispanic origin, November 2013
                                                                                                • Custom Consumer Groups

                                                                                                  • For parents, combination of convenience and control holds appeal
                                                                                                    • Figure 46: Laundry detergent packaging preferences, by gender and presence of children in household, November 2013
                                                                                                  • Parents interested in packaging that makes cleaning more accessible
                                                                                                    • Figure 47: Household cleaning product packaging preferences, by gender and presence of children in household, November 2013
                                                                                                  • Parents, especially dads, prioritize economizing over environment
                                                                                                    • Figure 48: Attitudes concerning packaging and sustainability, by gender and household income, November 2013
                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                  • Household care product purchasing responsibility
                                                                                                    • Figure 49: Household care product purchasing responsibility– laundry detergent, by gender and age, November 2013
                                                                                                    • Figure 50: Household care product purchasing responsibility – laundry detergent, by household income, November 2013
                                                                                                    • Figure 51: Household care product purchasing responsibility – laundry detergent products, by household size, November 2013
                                                                                                    • Figure 52: Household care product purchasing responsibility – laundry detergent, by race/Hispanic origin, November 2013
                                                                                                    • Figure 53: Household care product purchasing responsibility – household hard surface cleaners, by gender and age, November 2013
                                                                                                    • Figure 54: Household care product purchasing responsibility – household hard surface cleaners, by household income, November 2013
                                                                                                    • Figure 55: Household care product purchasing responsibility – household hard surface cleaners, by household size, November 2013
                                                                                                    • Figure 56: Household care product purchasing responsibility – household hard surface cleaners, by race/Hispanic origin, November 2013
                                                                                                    • Figure 57: Household care product purchasing responsibility – dishwashing products, by gender and age, November 2013
                                                                                                    • Figure 58: Household care product purchasing responsibility – dishwashing products, by household income, November 2013
                                                                                                    • Figure 59: Household care product purchasing responsibility – dishwashing products, by household size, November 2013
                                                                                                    • Figure 60: Household care product purchasing responsibility – dishwashing products, by race/Hispanic origin, November 2013
                                                                                                  • Use of and interest in household care product concepts
                                                                                                    • Figure 61: Use of and interest single-dose laundry detergent pacs or pods, by gender and age, November 2013
                                                                                                    • Figure 62: Use of and interest single-dose laundry detergent pacs or pods, by household income, November 2013
                                                                                                    • Figure 63: Use of and interest single-dose laundry detergent pacs or pods, by household size, November 2013
                                                                                                    • Figure 64: Use of and interest single-dose laundry detergent pacs or pods, by race/Hispanic origin, November 2013
                                                                                                    • Figure 65: Use of and interest in super-concentrated laundry detergent (eg 4x), by gender and age, November 2013
                                                                                                    • Figure 66: Use of and interest in super-concentrated laundry detergent (eg 4x), by household income, November 2013
                                                                                                    • Figure 67: Use of and interest in super-concentrated laundry detergent (eg 4x), by household size, November 2013
                                                                                                    • Figure 68: Use of and interest in super-concentrated laundry detergent (eg 4x), by race/Hispanic origin, November 2013
                                                                                                    • Figure 69: Use of and interest in surface cleaner concentrate mixed with water in a spray bottle, by gender and age, November 2013
                                                                                                    • Figure 70: Use of and interest in surface cleaner concentrate mixed with water in a spray bottle, by household income, November 2013
                                                                                                    • Figure 71: Use of and interest in surface cleaner concentrate mixed with water in a spray bottle, by household size, November 2013
                                                                                                    • Figure 72: Use of and interest in surface cleaner concentrate mixed with water in a spray bottle, by race/Hispanic origin, November 2013
                                                                                                  • Household cleaning product packaging preferences
                                                                                                    • Figure 73: Laundry detergent packaging preferences, by household income, November 2013
                                                                                                    • Figure 74: Household cleaning product packaging preferences, by household income, November 2013
                                                                                                    • Figure 75: Household cleaning product packaging preferences, by use of and interest in household care product concept – use/have used and would use again, November 2013
                                                                                                  • Laundry detergent pack size purchased
                                                                                                    • Figure 76: Laundry detergent pack size purchased, by gender and age, November 2013
                                                                                                    • Figure 77: Laundry detergent pack size purchased, by household income, November 2013
                                                                                                    • Figure 78: Laundry detergent pack size purchased, by household size, November 2013
                                                                                                    • Figure 79: Laundry detergent pack size purchased, by race/Hispanic origin, November 2013
                                                                                                  • Household hard surface cleaner pack size purchased
                                                                                                    • Figure 80: Household hard surface cleaner pack size purchased, by gender and age, November 2013
                                                                                                    • Figure 81: Household hard surface cleaner pack size purchased, by household income, November 2013
                                                                                                    • Figure 82: Household hard surface cleaner pack size purchased, by household size, November 2013
                                                                                                    • Figure 83: Household hard surface cleaner pack size purchased, by race/Hispanic origin, November 2013
                                                                                                  • Dishwashing product pack size purchased
                                                                                                    • Figure 84: Dishwashing product pack size purchased, by gender and age, November 2013
                                                                                                    • Figure 85: Dishwashing product pack size purchased, by household income, November 2013
                                                                                                    • Figure 86: Dishwashing product pack size purchased, by household size, November 2013
                                                                                                    • Figure 87: Dishwashing product pack size purchased, by race/Hispanic origin, November 2013
                                                                                                  • Reasons for purchasing standard-size laundry detergent
                                                                                                    • Figure 88: Reasons for purchasing standard-size laundry detergent, by gender and age, November 2013
                                                                                                    • Figure 89: Reasons for purchasing standard-size laundry detergent, by household income, November 2013
                                                                                                    • Figure 90: Reasons for purchasing standard-size laundry detergent, by household size, November 2013
                                                                                                    • Figure 91: Reasons for purchasing standard size laundry detergent, by race/Hispanic origin, November 2013
                                                                                                  • Reasons for purchasing standard-size household hard surface cleaners
                                                                                                    • Figure 92: Reasons for purchasing standard-size household hard surface cleaners, by gender and age, November 2013
                                                                                                    • Figure 93: Reasons for purchasing standard-size household hard surface cleaners, by household income, November 2013
                                                                                                    • Figure 94: Reasons for purchasing standard-size household hard surface cleaners, by household size, November 2013
                                                                                                    • Figure 95: Reasons for purchasing standard-size household hard surface cleaners, by race/Hispanic origin, November 2013
                                                                                                  • Reasons for purchasing standard-size dishwashing products
                                                                                                    • Figure 96: Reasons for purchasing standard-size dishwashing products, by gender and age, November 2013
                                                                                                    • Figure 97: Reasons for purchasing standard-size dishwashing products, by household income, November 2013
                                                                                                    • Figure 98: Reasons for purchasing standard-size dishwashing products, by household size, November 2013
                                                                                                    • Figure 99: Reasons for purchasing standard-size dishwashing products, by race/Hispanic origin, November 2013
                                                                                                  • Reasons for purchasing large-size laundry detergent
                                                                                                    • Figure 100: Reasons for purchasing large-size laundry detergent, by gender and age, November 2013
                                                                                                    • Figure 101: Reasons for purchasing large-size laundry detergent, by household income, November 2013
                                                                                                    • Figure 102: Reasons for purchasing large-size laundry detergent, by household size, November 2013
                                                                                                    • Figure 103: Reasons for purchasing large-size laundry detergent, by race/Hispanic origin, November 2013
                                                                                                  • Reasons for purchasing large-size household hard surface cleaners
                                                                                                    • Figure 104: Reasons for purchasing large-size household hard surface cleaners, by gender and age, November 2013
                                                                                                    • Figure 105: Reasons for purchasing large-size household hard surface cleaners, by household income, November 2013
                                                                                                    • Figure 106: Reasons for purchasing large-size household hard surface cleaners, by household size, November 2013
                                                                                                    • Figure 107: Reasons for purchasing large-size household hard surface cleaners, by race/Hispanic origin, November 2013
                                                                                                  • Reasons for purchasing large-size dishwashing products
                                                                                                    • Figure 108: Reasons for purchasing large-size dishwashing products, by gender and age, November 2013
                                                                                                    • Figure 109: Reasons for purchasing large-size dishwashing products, by household income, November 2013
                                                                                                    • Figure 110: Reasons for purchasing large-size dishwashing products, by household size, November 2013
                                                                                                    • Figure 111: Reasons for purchasing large-size dishwashing products, by race/Hispanic origin, November 2013
                                                                                                  • Attitudes concerning packaging and sustainability
                                                                                                    • Figure 112: Attitudes concerning packaging and sustainability, by household size, November 2013
                                                                                                  • Attention to labeling elements
                                                                                                    • Figure 113: Attention to labeling elements, by household income, November 2013
                                                                                                • Appendix – Trade Associations

                                                                                                  Companies Covered

                                                                                                  • Walmart Stores (USA)

                                                                                                  Household Care Packaging Trends - US - January 2014

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