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Household Care Packaging Trends - US - January 2017

"Packaging and design continue to become more important in mature and highly functional household care product categories. Packaging serves as a way to stand out among competitors as well as communicate product value and information. Packaging is also a key component in shaping a consumer’s shopping and user experience, which can build on brand values such as commitment to sustainability or safety."

- Rebecca Cullen, Home and Personal Care Analyst

This report will cover the following areas:

  • Slow growth across household care product categories
  • Less than half of households recycle most household care product packaging
  • Usage information, scent most sought label attributes

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow 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, 2011-16
          • Less than half of households recycle most household care product packaging
            • Figure 2: Household usage behaviors related to recycling, October 2016
          • Usage information, scent most sought label attributes
            • Figure 3: Labeling attributes, October 2016
          • The opportunities
            • For younger adults, smart packaging with health focus is important
              • Figure 4: Importance of select labeling attributes, by age, October 2016
            • Promoting convenience to attract parents
              • Figure 5: Select behaviors and attitudes toward packaging, by parental status, October 2016
            • Focus on dispensing features for waste reduction
              • Figure 6: Attitudes toward packaging, dispensability, and dosage, October 2016
            • What it means
            • The Market – What You Need to Know

              • Slow growth in household categories
                • Bottles dominate but flexible pouches gaining popularity
                  • New packaging gains momentum as reason for product launches
                    • Packaging innovation focuses on serving aging population
                    • Market Perspective

                      • Slow growth among household categories
                        • Figure 7: Total US sales and forecast of home laundry products, household surface cleaners, and dishwashing products, at current prices, 2011-16
                      • New packaging gains ground as reason for new product launches
                        • Figure 8: Share of household care product launches, by launch type, 2010-16
                      • Bottles dominate packaging, flexible pouches gaining some popularity
                        • Figure 9: Share of household care product launches, by packaging type, 2011-16
                      • Labeling programs focus on health, safety, and sustainability
                      • Market Factors

                        • Aging US population
                          • Figure 10: Population aged 18 or older, by age, 2012-22
                        • Decline of households with children, household size
                          • Figure 11: US Households, by presence of own children, 2005-15
                          • Figure 12: Average Population Per Household, 2010-16
                      • Key Players – What You Need to Know

                        • Pouches and portability drive new packaging innovation
                          • Sustainability claims fall flat
                            • Improved dispensability adds value
                            • What’s Working?

                              • Pods, pouches, and portability
                                • Method of design
                                  • Focus on health and safety
                                      • Figure 13: Tide spot the risk, be safe ad, April 2016
                                  • What’s Struggling?

                                    • Sustainable packaging struggles to resonate
                                      • Packaging design and innovations could invigorate private label
                                      • What’s Next?

                                        • Dispensability and dosage features to add value
                                          • Demographic-specific packaging
                                            • Apps that support ‘mobile-engaged’ packaging
                                            • The Consumer – What You Need to Know

                                              • Cleaning essentials experience heaviest usage rates
                                                • Plastic tub, cardboard carton receive high marks for modern appeal
                                                  • Usage information, scent most likely to command attention
                                                    • Less than half of respondents recycle
                                                      • Packaging design remains crucial, offers differentiation opportunities
                                                        • Value-added innovations garner most interest
                                                        • Household Care Product Usage

                                                          • Household essentials experience heaviest usage
                                                            • Figure 14: Household product usage, October 2016
                                                          • While men help with chores, women remain heavier users
                                                              • Figure 15: Select household care product usage, by gender, October 2016
                                                            • Younger adults’ usage dictated by convenience
                                                              • Figure 16: Select household product usage, by age, October 2016
                                                            • Household income, living situation impact product usage
                                                              • Figure 17: Select household product usage, by household income, primary residence, October 2016
                                                            • Parents using range of household products
                                                              • Figure 18: Select household product usage, by parental status, October 2016
                                                          • Household Care Product Packaging Attributes

                                                            • Plastic tub, cardboard carton get high marks for modern, visual appeal
                                                              • Cans, pouches seen as portable, compact
                                                                • Opportunity to improve perceptions around bottle packaging
                                                                  • Figure 19: Correspondence Analysis – Household Care Packaging Trends, October 2016
                                                                  • Figure 20: Household Care Packaging Trends, October 2016
                                                                • Correspondence analysis methodology
                                                                  • Younger consumers associate pouches with being modern, premium
                                                                    • Figure 21: Perceptions of flexible pouch packaging, by age, October 2016
                                                                    • Figure 22: Perceptions of spray bottle packaging, by age, October 2016
                                                                  • Product packaging design attitudes
                                                                    • Wipes offer the quick clean up but liquid bottle translates to cost savings
                                                                      • Figure 23: Qualitative responses: attitudes toward packaging, hard surface cleaning products
                                                                    • Visual appeal and design essential for dishwashing product packaging
                                                                      • Figure 24: Qualitative responses: attitudes toward packaging, dishwasher products
                                                                    • Laundry products are all about dispensing features
                                                                      • Figure 25: Qualitative responses: attitudes toward packaging, laundry products
                                                                  • Household Care Product Labeling Attributes

                                                                    • Usage information, scent profile most likely to draw attention
                                                                        • Figure 26: Labeling attributes, October 2016
                                                                      • Younger adults look for health, ingredient claims
                                                                        • Figure 27: Importance of select labeling attributes, by age, October 2016
                                                                      • Hispanics receptive to sustainability claims, natural ingredients
                                                                        • Figure 28: Importance of select labeling attributes, by race and Hispanic origin, October 2016
                                                                      • Eco-friendly packaging more important for parents
                                                                        • Figure 29: Importance of select labeling attributes, by parental status, October 2016
                                                                    • Household Care Product Packaging Related Behaviors

                                                                      • Consumers prefer to stow household cleaning products
                                                                        • Less than half recycle household care packaging
                                                                          • Space remains an issue…
                                                                            • …yet more consumers opt for bigger versus smaller package size
                                                                              • Figure 30: Packaging related behaviors, October 2016
                                                                            • 25-34s, Hispanics a potential market for small, decorative packages
                                                                              • Figure 31: Select packaging related behaviors, by age, October 2016
                                                                              • Figure 32: Select packaging related behaviors, by Hispanic origin, October 2016
                                                                          • Attitudes toward Household Care Product Packaging

                                                                            • Reducing product waste represents value
                                                                              • Figure 33: Attitudes toward packaging, dispensability, and dosage, October 2016
                                                                            • Safety, packaging design are influential
                                                                                • Figure 34: Attitudes toward packaging, labelling, and safety, October 2016
                                                                              • Despite size, make it stackable
                                                                                • Figure 35: Attitudes toward packaging, storage, and size, October 2016
                                                                              • Dispensing features could fetch a premium from Millennials
                                                                                  • Figure 36: Select attitudes toward packaging, by generation and Hispanic Millennials, October 2016
                                                                                • Parents judge product by its cover
                                                                                  • Figure 37: Select attitudes toward packaging, by parental status, October 2016
                                                                              • Household Care Product Packaging Innovations

                                                                                • Good to the last drop: focus on dispensability innovations
                                                                                    • Figure 38: Packaging innovations, October 2016
                                                                                  • Interest in innovation varies by age
                                                                                    • Figure 39: Select packaging innovations, by age, October 2016
                                                                                    • Figure 40: Select packaging innovations, by age, October 2016
                                                                                  • Parents express interest in quicker cleaning solutions
                                                                                    • Figure 41: Select packaging innovations, by parental status, October 2016
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Sales data
                                                                                      • Consumer survey data
                                                                                        • Consumer qualitative research
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations

                                                                                            Companies Covered

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                                                                                            Household Care Packaging Trends - US - January 2017

                                                                                            US $3,995.00 (Excl.Tax)