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Household Care Packaging Trends - US - January 2015

“Household care product packaging can do much more than just hold and dispense the product. Innovative packaging features can become an important part of the usage experience and a way for brands to set themselves apart.”

John Owen, Senior Household Analyst

This report looks at the following issues:

  • Packaging features as brand differentiators
  • Concentrating on concentrates
  • Is the time right for refilling stations?

In highly competitive, mature categories such as home laundry products, household surface cleaners, and dishwashing products, where sales increases must come at the expense of a competitor, packaging is as important as the product itself as a means of delivering value to consumers. Household care product packaging can do much more than just hold and dispense the product. Innovative packaging features can become an important part of the usage experience and a way for brands to set themselves apart.

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

                    • Combined sales flat in major household care categories
                      • Figure 1: Total US sales and forecast of home laundry products, household surface cleaners, and dishwashing products, at current prices, 2009-14
                    • Laundry care leads surface cleaners by small margin in pace of launches
                      • Figure 2: Household care new product launches, by category, 2009-14
                    • Expansion of unit dose form favors increase in standup pouches
                      • Figure 3: Household care new product launches, by package type, 2009-14
                    • Cleaning power a key purchase consideration, opportunity for packaging
                      • Figure 4: Attribute importance, very important, October 2014
                    • Packaging features likely to draw interest but less likely to command a premium
                      • Figure 5: Interest in new features and benefits, would pay more for, October 2014
                    • Information concerning effectiveness and usage draws greatest attention
                      • Figure 6: Labeling communication priorities, October 2014
                    • Attitudes toward household care products
                      • For many, a bigger package means better value
                        • Education needed for more concentrated products
                          • Refill stations hold potential – If they offer a better value
                            • Figure 7: Attitudes toward household care products, October 2014
                          • What we think
                          • Issues and Insights

                              • Packaging features as brand differentiators
                                • The issues
                                  • The implications
                                    • Concentrating on concentrates
                                      • The issues
                                        • The implications
                                          • Is the time right for refilling stations?
                                            • The issues
                                              • The implications
                                              • Trend Applications

                                                  • Trend: Green and Lean
                                                    • Trend: Obectify
                                                      • Futures: Human
                                                      • Category Overview

                                                        • Combined sales flat in major household care categories
                                                          • Figure 8: Total US sales and forecast of home laundry products, household surface cleaners, and dishwashing products, at current prices, 2009-14
                                                        • Home laundry products
                                                          • Household surface cleaners
                                                            • Dishwashing products
                                                            • New Product Launch Trends

                                                              • Key points
                                                                • Laundry care leads surface cleaners by small margin in pace of launches
                                                                  • Figure 9: Household care new product share of launches sales, by category, 2014
                                                                • Unit dose form gains share in laundry
                                                                  • Surface cleaner launches cover diversity of surfaces and cleaning tasks
                                                                      • Figure 10: Mr. Clean Liquid Muscle, “Made Grandma Proud” TV ad, 2014
                                                                      • Figure 11: Household care new product launches, by category, 2009-14
                                                                    • New packaging accounts for an increasing share of launches
                                                                      • Figure 12: Household care new product launches, by launch type, 2009-14
                                                                    • Expansion of unit dose form favors increase in standup pouches
                                                                      • Figure 13: Household care new product launches, by package type, 2009-14
                                                                  • Market Drivers

                                                                    • Time spent on housework declined only slightly between 2003 and 2013
                                                                      • Gender gap in housework continues to narrow
                                                                        • Figure 14: Time spent daily on housework, minutes, 2003-13
                                                                      • Number of households grows, but share of households with kids declines
                                                                        • Figure 15: Households, by presence of children, 2003-13
                                                                      • Average household size edges down
                                                                        • Figure 16: Number of people in household, 2003-13
                                                                      • Growing influence of Hispanic market
                                                                        • Figure 17: Households with children, by race and Hispanic origin of householder, 2013
                                                                        • Figure 18: Population, by race and Hispanic origin, 2009-19
                                                                    • Innovations and Innovators

                                                                      • More concentrated products an opportunity for packaging innovation
                                                                        • Packaging that assists product action
                                                                          • Figure 19: Tide + Ultra Stain Release, “Dad and Daughters” TV ad, 2014
                                                                        • Dispensing systems designed for the task
                                                                          • Lysol could give momentum to push-and-wipe cleaners
                                                                            • Method makes packaging design an essential brand element
                                                                              • Functional elements enhance user experience
                                                                                • Innovation in sustainable manufacturing
                                                                                  • Plant-based bottles from Ecover
                                                                                  • Product and Packaging Attribute Importance

                                                                                    • Key points
                                                                                      • Cleaning effectiveness most likely to be important
                                                                                        • Value also a key consideration
                                                                                          • Ease of use and handling rated moderately important
                                                                                            • Sustainability-related factors are lower priorities
                                                                                              • Figure 20: Attribute importance, October 2014
                                                                                            • Larger households likely to value a wider array of features
                                                                                              • Figure 21: Attribute importance – Very important, by household size, October 2014
                                                                                          • Interest in New Packaging Features and Benefits

                                                                                            • Key points
                                                                                              • Most features likely to draw interest but less likely to command a premium
                                                                                                • Greatest interest in features that imply savings
                                                                                                  • Packaging features as brand differentiators
                                                                                                    • Figure 22: Interest in new features and benefits, October 2014
                                                                                                  • Young adults more likely to pay more for added-value packaging features
                                                                                                    • Figure 23: Interest in new features and benefits – Interested in and would pay more for, by gender and age, October 2014
                                                                                                • Labeling Communication Priorities

                                                                                                  • Key points
                                                                                                    • Information concerning effectiveness and usage draws greatest attention
                                                                                                      • Older adults more likely to read labels
                                                                                                        • Sustainability information appeals to a more limited audience
                                                                                                          • Figure 24: Labeling communication priorities, by gender and age, October 2014
                                                                                                      • Attitudes Toward Household Care Products

                                                                                                        • Key points
                                                                                                          • For many, a bigger package means better value
                                                                                                            • Education needed for more concentrated products
                                                                                                              • Refill stations hold potential – If they offer a better value
                                                                                                                • Figure 25: Attitudes toward household care products, by gender and age, October 2014
                                                                                                            • Race and Hispanic Origin

                                                                                                              • Blacks, Hispanics place importance on a variety of packaging attributes
                                                                                                                • Figure 26: Attribute importance – Very important, by race/Hispanic origin, October 2014
                                                                                                              • Hispanics show interest in value-oriented features
                                                                                                                • Figure 27: Interest in new features and benefits – Interested in and would pay more for, by race/Hispanic origin, October 2014
                                                                                                              • Hispanic shoppers more likely to look for sustainability communications
                                                                                                                • Figure 28: Labeling communication priorities, by race/Hispanic origin, October 2014
                                                                                                            • Household Care Cluster Analysis

                                                                                                                • Figure 29: Target clusters, October 2014
                                                                                                              • Power Cleaners
                                                                                                                • Demographics
                                                                                                                  • Characteristics
                                                                                                                    • Opportunity
                                                                                                                      • Disengageds
                                                                                                                        • Demographics
                                                                                                                          • Characteristics
                                                                                                                            • Budget Minders
                                                                                                                              • Demographics
                                                                                                                                • Characteristics
                                                                                                                                  • Opportunity
                                                                                                                                    • Regulars
                                                                                                                                      • Demographics
                                                                                                                                        • Characteristics
                                                                                                                                          • Household Managers
                                                                                                                                            • Demographics
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunity
                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                    • Figure 30: Attitudes toward household care, agree strongly, by target clusters, October 2014
                                                                                                                                                    • Figure 31: Attitudes toward household care, any agree, by target clusters, October 2014
                                                                                                                                                    • Figure 32: Household care purchasing responsibility, by target clusters, October 2014
                                                                                                                                                    • Figure 33: Attribute importance – Very important, by target clusters, October 2014
                                                                                                                                                    • Figure 34: Interest in new features and benefits – Interested in and would pay more for, by target clusters, October 2014
                                                                                                                                                    • Figure 35: Labeling communication priorities, by target clusters, October 2014
                                                                                                                                                    • Figure 36: Attitudes toward household care products, by target clusters, October 2014
                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                    • Figure 37: Target clusters, by demographics, October 2014
                                                                                                                                                  • Cluster methodology
                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                    • Age and household size
                                                                                                                                                      • Household size drives engagement, especially among young adults
                                                                                                                                                        • Figure 38: Attribute importance – Very important, by age and household size, October 2014
                                                                                                                                                      • 18-34s in 3+ households especially interested in added-value features
                                                                                                                                                        • Figure 39: Interest in new features and benefits – Interested in and would pay more for, by age and household size, October 2014
                                                                                                                                                      • Safety information a higher priority in larger households
                                                                                                                                                        • Figure 40: Labeling communication priorities, by age and household size, October 2014
                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                      • Household care product purchasing responsibility
                                                                                                                                                        • Figure 41: Household care purchasing responsibility, by gender and age, October 2014
                                                                                                                                                        • Figure 42: Household care purchasing responsibility, by household income, October 2014
                                                                                                                                                        • Figure 43: Household care purchasing responsibility, by household size, October 2014
                                                                                                                                                        • Figure 44: Household care purchasing responsibility, by race/Hispanic origin, October 2014
                                                                                                                                                        • Figure 45: Attribute importance – Very important, by household income, October 2014
                                                                                                                                                        • Figure 46: Attribute importance – Very important, by gender and age, October 2014
                                                                                                                                                        • Figure 47: Labeling communication priorities, by household income, October 2014
                                                                                                                                                        • Figure 48: Labeling communication priorities, by household size, October 2014
                                                                                                                                                        • Figure 49: Interest in new features and benefits – Interested in and would pay more for, by household income, October 2014
                                                                                                                                                        • Figure 50: Interest in new features and benefits – Interested in and would pay more for, by household size, October 2014
                                                                                                                                                        • Figure 51: Attitudes toward household care products, by household size, October 2014
                                                                                                                                                        • Figure 52: Attitudes toward household care products, by race/Hispanic origin, October 2014
                                                                                                                                                      • Attitudes toward household care, any agree
                                                                                                                                                        • Figure 53: Attitudes toward household care, any agree, by gender and age, October 2014
                                                                                                                                                        • Figure 54: Attitudes toward household care, any agree, by household income, October 2014
                                                                                                                                                        • Figure 55: Attitudes toward household care, any agree, by household size, October 2014
                                                                                                                                                      • Attitudes toward household care, agree strongly
                                                                                                                                                        • Figure 56: Attitudes toward household care, agree strongly, by gender and age, October 2014
                                                                                                                                                        • Figure 57: Attitudes toward household care, agree strongly, by household income, October 2014
                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                      Companies Covered

                                                                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                                                                      Household Care Packaging Trends - US - January 2015

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