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Household Care Packaging Trends - US - January 2016

Definition

For the purposes of this report, Mintel will cover trends in household care product packaging, including packaging types commonly used for home laundry products, 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.

Overview

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

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Data

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This report covers the following areas:

  • Little growth across household care product categories
  • Eco-friendly packaging still not a top priority for consumers
  • Practical usage information most likely to command attention

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Little growth across household care product categories
            • Figure 1: Total US sales and forecast of home laundry products, household surface cleaners, and dishwashing products, at current prices, 2010-15
          • Eco-friendly packaging still not a top priority for consumers
            • Figure 2: Household care product packaging attribute importance, by product category, October 2015
          • Practical usage information most likely to command attention
            • Figure 3: Labeling communication priorities, October 2015
          • The opportunities
            • Hispanic shoppers a high-potential market for refills and concentrates
              • Figure 4: Household surface cleaner packaging attribute importance, by Hispanic origin, October 2015
            • Young adults more likely to look for environmental and ethical claims
              • Figure 5: Labeling communication priorities, by age, October 2015
            • Package features likely to command a premium in larger households
              • Figure 6: Interest in packaging features, by household size, October 2015
            • What it means
            • The Market – What You Need to Know

              • Little growth across household care product categories
                • Rising consumer confidence could help market
                • Market Perspective

                  • Little growth across household care product categories
                    • Figure 7: Total US sales and forecast of home laundry products, household surface cleaners, and dishwashing products, at current prices, 2010-15
                  • Declining detergent sales weigh on home laundry category
                    • Next round of compaction may not lead to a big bump in sales
                      • Growth of in-wash scent boosters helps fabric care, hurts fabric softener
                        • Bleach back on downward trend after boost from concentration
                          • Modest pace of growth expected to continue for household surface cleaners
                            • Three large segments account for bulk of sales
                              • Top brands drive toilet cleaner sales
                                • Solid growth rate for dishwashing products shows signs of softening
                                • Market Factors

                                  • Household income stabilizes but remains weak
                                    • Figure 8: Median household income, in inflation-adjusted dollars, 2004-14
                                  • Rising consumer confidence could help market
                                    • Figure 9: University of Michigan Index of Consumer Sentiment, 2010-15
                                  • Households with kids decline as a percentage of all households
                                    • Figure 10: Households, by presence of children, 2003-13
                                  • Growing influence of Hispanic market
                                    • Figure 11: Households with own children, by race and Hispanic origin of householder, 2013
                                    • Figure 12: Population, by race and Hispanic origin, 2010-20
                                • Key Players – What You Need to Know

                                  • New packaging plays increasingly significant role in new product launches
                                    • Flexible pouches continue to gain, driven by growth of unit-dose laundry detergents
                                      • Recent packaging innovations struggle to maintain momentum
                                        • Eco-friendlier packaging
                                          • Concentrates and refills may gain with interest in subscription services
                                          • What’s Working?

                                            • New packaging plays increasingly significant role in product launches
                                              • Figure 13: Share of household care new product launches, by launch type, 2009-15
                                            • Flexible pouches continue to gain, driven by growth of unit-dose laundry detergents
                                              • Figure 14: Share of household care new product launches, by packaging type, 2009-15
                                          • What’s Struggling?

                                            • Recent packaging innovations struggle to maintain momentum
                                              • Figure 15: MULO sales of select push-and-wipe surface cleaners, rolling 52 weeks 2014 and 2015
                                          • What’s Next?

                                            • Eco-friendlier packaging
                                              • Concentrates and refills may gain with interest in subscription services
                                              • The Consumer – What You Need to Know

                                                • Easy dispensing and safe use key areas for packaging development
                                                  • Bigger still better
                                                    • Practical usage information on label most likely to command attention
                                                      • Added features offer opportunity for differentiation
                                                        • Young adults less likely to recycle, more likely to look to brands
                                                          • Young adults view concentrates as more eco-friendly
                                                            • Opportunity to improve the refill experience
                                                            • Household Care Packaging Attribute Importance

                                                              • Easy dispensing and safe use key areas for packaging development
                                                                • Making housecleaning easier
                                                                  • Bigger is better, especially for laundry products
                                                                    • Eco-friendly packaging still not a top priority for consumers
                                                                      • Figure 16: Household care product packaging attribute importance, by product category, October 2015
                                                                    • Hispanics a high-potential market for refills and concentrates
                                                                      • Figure 17: Household surface cleaner packaging attribute importance, Hispanic orign, October 2015
                                                                  • Labeling Communication Priorities

                                                                    • Practical usage information most likely to command attention
                                                                      • Safety information and ingredient lists are also priorities
                                                                        • Figure 18: Labeling communication priorities, October 2015
                                                                      • Young adults more likely to look for environmental and ethical claims
                                                                        • Figure 19: Labeling communication priorities, by age, October 2015
                                                                    • Interest in Packaging Features

                                                                      • Added features offer opportunity for differentiation
                                                                        • Figure 20: Interest in packaging features, October 2015
                                                                      • Package features likely to command a premium among those in larger households
                                                                        • Figure 21: Interest in packaging features, by household size, October 2015
                                                                    • Environmental Responsibility

                                                                      • Young adults less likely to recycle, more likely to look to brands
                                                                        • Figure 22: Environmental responsibility, by age, October 2015
                                                                      • Urban residents interested in learning about eco-friendly packaging
                                                                        • Figure 23: Environmental responsibility, by urban/suburban/rural location, October 2015
                                                                    • Concentrated Products

                                                                      • Young adults view concentrates as more eco-friendly
                                                                        • Figure 24: Concentrated products, by age, October 2015
                                                                      • Black and Hispanic consumers view concentrates as a better value
                                                                        • Figure 25: Concentrated products, by race/Hispanic origin, October 2015
                                                                    • Refills and Bulk/Value Packaging

                                                                      • Opportunity to improve the refill experience
                                                                        • Figure 26: Refills, by household size, October 2015
                                                                      • Bulk sizes offer value at the expense of convenience
                                                                        • Figure 27: Bulk/value packaging, by household size, October 2015
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Sales data
                                                                          • Consumer survey data
                                                                            • Abbreviations and terms
                                                                              • Abbreviations
                                                                                • Terms

                                                                                Companies Covered

                                                                                • Walmart Stores (USA)

                                                                                Household Care Packaging Trends - US - January 2016

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