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Household Cleaning Equipment - US - September 2014

"While familiar, tried-and-true the cleaning tools form a foundation for the mature household cleaning equipment market, innovation is essential to driving growth or gaining market share. Consumers who do housecleaning are open to new ideas that deliver better results and that make the task itself more satisfying." 

–John Owen, Senior Household Analyst

This report looks as the following issues:

  • Making microfiber work 
  • Disposable vs reusable
  • Focus on the experience

 

Sales of household cleaning equipment have managed to make only modest gains between 2009 and 2014, rising 7% over the five-year period to a little more than $3.6 billion. Stagnant sales growth in cleaning tools, mops, and brooms, by far the category’s largest segment, have dampened sales growth for the category as a whole.
 
Accelerating sales growth faster than its current slow pace will require a renewed focus on product innovation, giving consumers more motivation to replace or trade up from current cleaning products before they are worn out.
 
The cleaning tools, mops, and brooms segment, which encompasses various floor cleaning products, brushes, reusable wipes, and other cleaning tools, is by far the category’s largest segment and accounts for roughly two thirds of sales.
 
Sales in the diverse segment have remained mostly flat over the past five years, helping to define the slow-growth trend for the category as a whole. Sponges and scouring pads, generally inexpensive and requiring more frequent replacement, have fared somewhat better, rising 10% over the five-year period.

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Table of contents

  1. 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
                        • Modest growth as category’s biggest segment stalls
                          • Figure 1: Total US sales and fan chart forecast of household cleaning equipment, at current prices, 2009-19
                        • Market segmentation
                          • Figure 2: Total US sales of household cleaning equipment, by segment, at current prices, 2009-14
                        • Key players
                          • P&G stakes out leadership position through product innovation
                            • Figure 3: Manufacturer share of household cleaning equipment, 2014
                          • The consumer
                            • Kitchen tools most likely to see daily usage
                              • Figure 4: Usage frequency of household cleaning equipment, July 2014
                            • Keeping cleaning equipment clean and germ free
                              • Microfiber cleaning cloths hold potential
                                • Figure 5: Attitudes toward household cleaning equipment, July 2014
                              • Higher-income housecleaners more likely to be interested in specialized tools
                                • Figure 6: Attitudes toward household cleaning equipment, by household income, July 2014
                              • Traditional floor cleaning products still used most frequently
                                • Figure 7: Usage frequency of floor cleaning equipment, by household size, July 2014
                              • Maneuverability and disinfection present opportunities in floor cleaning
                                • Figure 8: Attitudes toward floor cleaning equipment, July 2014
                              • What we think
                              • Issues and Insights

                                  • Making microfiber work
                                    • The issues
                                      • The implications
                                        • Disposable vs reusable
                                          • The issues
                                            • The implications
                                              • Focus on the experience
                                                • The issues
                                                  • The implications
                                                  • Trend Application

                                                      • Trend: FSTR HYPR
                                                        • Trend: Life Hacking
                                                          • Trend: Mood to Order
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Sales and forecast of household cleaning equipment
                                                                • Figure 9: Total US sales and forecast of household cleaning equipment, at current prices, 2009-19
                                                                • Figure 10: Total US sales and forecast of household cleaning equipment, at inflation-adjusted prices, 2009-19
                                                              • Innovation key to future growth
                                                                • Figure 11: Total US sales and fan chart forecast of household cleaning equipment, at current prices, 2009-19
                                                              • Forecast methodology
                                                              • Market Drivers

                                                                • Household income stabilizes but remains weak
                                                                  • Figure 12: Median household income in inflation-adjusted dollars, 2002-12
                                                                • Consumer confidence creeps up
                                                                  • Figure 13: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-14
                                                                • Household growth slows, especially households with kids
                                                                  • Figure 14: Households, by presence of children, 2003-13
                                                                • Population shifts make home laundry market more diverse
                                                                  • Figure 15: Households with children by race and Hispanic origin of householder, 2013
                                                                  • Figure 16: Population, by race and Hispanic origin, 2009-19
                                                                • Time spent on housework changed little between 2003 and 2012
                                                                  • Gender gap in housework continues to narrow
                                                                    • Figure 17: Time spent daily on housework, minutes, 2003-12
                                                                • Competitive Context

                                                                  • Convenience and ease drive surface cleaner segment shifts
                                                                    • Sales of household surface cleaners, by segment
                                                                      • Figure 18: Sales of household surface cleaners, segmented by type, 2011 and 2013
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Flat sales in largest segment slow total category growth
                                                                        • Figure 19: Total US sales of household cleaning equipment, by segment, at current prices, 2012 and 2014
                                                                      • Sales flat for cleaning tools, mops, and brooms
                                                                        • Figure 20: Total US sales and forecast of cleaning tools, mops, and brooms, at current prices, 2009-19
                                                                      • Sponges and scouring pads hold steady
                                                                        • Figure 21: Total US sales and forecast of sponges and scouring pads, at current prices, 2009-19
                                                                      • Gloves post strong growth
                                                                        • Figure 22: Total US sales and forecast of gloves, at current prices, 2009-19
                                                                    • Retail Channels

                                                                      • Key points
                                                                        • Overall, supermarkets and drug stores lose share to others
                                                                          • Channel associations evident in sales skews
                                                                            • Sales of household cleaning equipment, by channel
                                                                              • Figure 23: Sales of household cleaning equipment, by channel, 2012 and 2014
                                                                            • Long-term trend favors price- and value-driven channels
                                                                              • Figure 24: Sales of household cleaning equipment, by channel, 2009-14
                                                                          • Leading Companies

                                                                            • Key points
                                                                              • P&G stakes out leadership position through product innovation
                                                                                • 3M sales concentrated in Scotch-Brite sponges
                                                                                  • Bradshaw’s Butler purchases oneCARE to become number three company
                                                                                    • Manufacturer sales of household cleaning equipment
                                                                                      • Figure 25: Manufacturer sales of household cleaning equipment, 2013 and 2014
                                                                                  • Brand Share – Cleaning Tools, Mops, and Brooms

                                                                                    • Key points
                                                                                      • Swiffer continues to grow on marketing and new products
                                                                                        • Swiffer boxes out floor-cleaning competition
                                                                                          • Manufacturer sales of cleaning tools, mops, and brooms
                                                                                            • Figure 26: Manufacturer sales of cleaning tools, mops, and brooms, 2013 and 2014
                                                                                            • Figure 27: Key purchase measures for the top brands of cleaning tools, mops, and brooms, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
                                                                                        • Brand Share – Sponges

                                                                                          • Key points
                                                                                            • 3M strengthens its already dominant position in sponges
                                                                                              • Manufacturer sales of sponges
                                                                                                • Figure 28: Manufacturer sales of sponges, 2013 and 2014
                                                                                                • Figure 29: Key purchase measures for the top brands of sponges, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
                                                                                            • Brand Share – Gloves

                                                                                              • Key points
                                                                                                • Playtex loses share to private label and Mr. Clean
                                                                                                  • Private label increasingly dominant
                                                                                                    • Manufacturer sales of gloves
                                                                                                      • Figure 30: Manufacturer sales of gloves, 2013 and 2014
                                                                                                      • Figure 31: Key purchase measures for gloves, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
                                                                                                  • Brand Share – Scouring Pads

                                                                                                    • Key points
                                                                                                      • 3M and private label notch gains
                                                                                                        • Manufacturer sales of scouring pads
                                                                                                          • Figure 32: Manufacturer sales of scouring pads, 2013 and 2014
                                                                                                          • Figure 33: Key purchase measures for the top brands of cleaning tools, mops, and brooms, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
                                                                                                      • Innovations and Innovators

                                                                                                        • Creating new cleaning experiences
                                                                                                          • Keeping bacteria at bay
                                                                                                            • Casabella emphasizes design
                                                                                                              • Eco-friendly offerings in natural materials
                                                                                                              • Marketing Strategies

                                                                                                                • Swiffer highlights users to demonstrate housecleaning utility
                                                                                                                  • Figure 34: Swiffer “Morty Are You Listening?” TV ad, 2013
                                                                                                                  • Figure 35: Swiffer “The Slacks” TV ad, 2014
                                                                                                                  • Figure 36: Swiffer “The Crawling Mop” TV ad, 2014
                                                                                                                • Mr. Clean Magic Eraser trades on mascot equity
                                                                                                                  • Figure 37: Mr. Clean Magic Eraser “Extra Power: Cabin” TV ad, 2013
                                                                                                                  • Figure 38: Mr. Clean Magic Eraser “Handy Grip” TV ad, 2013
                                                                                                                • Leveraging well-known brands through licensing
                                                                                                                  • Butler features leverages P&G brands
                                                                                                                  • Responsibility for Cleaning and Purchasing Cleaning Products

                                                                                                                    • Women still more likely to clean and shop, but gender gap is narrowing
                                                                                                                      • Figure 39: Responsibility for cleaning and purchasing cleaning products, by gender and age, July 2014
                                                                                                                  • Usage of Household Cleaning Equipment

                                                                                                                    • Key points
                                                                                                                      • Kitchen tools most likely to see daily usage
                                                                                                                        • Less frequent use for bathroom cleaning tools
                                                                                                                          • Optimize speed, convenience for bathroom tools
                                                                                                                            • Tools for deep-cleaning see least frequent usage
                                                                                                                              • Figure 40: Usage of household cleaning equipment, July 2014
                                                                                                                            • Usage gaps based on generational differences
                                                                                                                              • Figure 41: Usage of household cleaning equipment, once a week or more, by gender and age, July 2014
                                                                                                                            • HH size, lifestage differences impact product usage, frequency
                                                                                                                              • Figure 42: Usage of household cleaning equipment, once a week or more, by household size, July 2014
                                                                                                                          • Attitudes toward Household Cleaning Equipment

                                                                                                                            • Key points
                                                                                                                              • Keeping cleaning equipment clean and germ free
                                                                                                                                • Microfiber cleaning cloths hold potential
                                                                                                                                  • Figure 43: Attitudes toward household cleaning equipment, by gender and age, July 2014
                                                                                                                                • Higher-income housecleaners more likely to be interested in specialized tools
                                                                                                                                  • Figure 44: Attitudes toward household cleaning equipment, by household income, July 2014
                                                                                                                              • Usage of Floor Cleaning Equipment

                                                                                                                                • Key points
                                                                                                                                  • Traditional floor cleaning products still used most frequently
                                                                                                                                    • Figure 45: Usage of floor cleaning equipment, by demographics, July 2014
                                                                                                                                  • Young adults use a wider array of floor cleaning tools
                                                                                                                                    • Figure 46: Usage of floor cleaning equipment, once a week or more, by gender and age, July 2014
                                                                                                                                  • Larger households use far broader array of floor cleaning products
                                                                                                                                    • Figure 47: Usage of floor cleaning equipment, once a week or more, by household size, July 2014
                                                                                                                                • Attitudes toward Floor Cleaning Equipment

                                                                                                                                  • Key points
                                                                                                                                    • Maneuverability and reach are key attributes in floor care
                                                                                                                                      • Deeper cleaning: some prioritize germ-killing in floor care
                                                                                                                                        • Solution-free cleaning an eco-friendly preference for some
                                                                                                                                          • Figure 48: Attitudes toward floor cleaning equipment, by gender and age, July 2014
                                                                                                                                        • Larger households more engaged in floor cleaning
                                                                                                                                          • Figure 49: Attitudes toward floor cleaning equipment, by household size, July 2014
                                                                                                                                      • Race and Hispanic origin

                                                                                                                                        • Black, Hispanic, and Asian consumers use a wider variety of cleaning tools
                                                                                                                                          • Figure 50: Usage of household cleaning equipment, once a week or more, by race/Hispanic origin, July 2014
                                                                                                                                        • For Hispanics, having the right tool for the job is important
                                                                                                                                          • Figure 51: Attitudes toward household cleaning equipment, by race/Hispanic origin, July 2014
                                                                                                                                        • Hispanics use a wider variety of floor cleaning tools than other groups
                                                                                                                                          • Figure 52: Usage of floor cleaning equipment, once a week or more, by race/Hispanic origin, July 2014
                                                                                                                                        • Hispanic, Black consumers more likely to be interested in steam cleaners
                                                                                                                                          • Figure 53: Attitudes toward floor cleaning equipment, by race/Hispanic origin, July 2014
                                                                                                                                      • Home Care Segmentation Analysis

                                                                                                                                          • Figure 54: Home care segments, July 2014
                                                                                                                                        • Disengageds
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Deep Cleaners
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Easy Greens
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Greener Cleaners
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Just the Basics
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Home care segment characteristic tables
                                                                                                                                                                                  • Figure 55: Responsibility for cleaning and purchasing cleaning products, by home care segments, July 2014
                                                                                                                                                                                  • Figure 56: Attitudes toward home care, any agree, by home care segments, July 2014
                                                                                                                                                                                  • Figure 57: Attitudes toward home care, agree strongly, by home care segments, July 2014
                                                                                                                                                                                  • Figure 58: Usage of, once a week or more, by home care segments, July 2014
                                                                                                                                                                                  • Figure 59: Attitudes toward household cleaning equipment, by home care segments, July 2014
                                                                                                                                                                                  • Figure 60: Flooring types owned, by home care segments, July 2014
                                                                                                                                                                                  • Figure 61: Usage of floor cleaning equipment, once a week or more, by home care segments, July 2014
                                                                                                                                                                                  • Figure 62: Attitudes toward floor cleaning equipment, by home care segments, July 2014
                                                                                                                                                                                • Cluster demographic tables
                                                                                                                                                                                  • Figure 63: Home care segments, by demographics, July 2014
                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                  • Responsibility for cleaning and purchasing cleaning products
                                                                                                                                                                                    • Figure 64: Responsibility for cleaning and purchasing cleaning products, by household income, July 2014
                                                                                                                                                                                    • Figure 65: Responsibility for cleaning and purchasing cleaning products, by household size, July 2014
                                                                                                                                                                                    • Figure 66: Responsibility for cleaning and purchasing cleaning products, by race/Hispanic origin, July 2014
                                                                                                                                                                                  • Attitudes toward home care
                                                                                                                                                                                    • Figure 67: Attitudes toward home care, July 2014
                                                                                                                                                                                    • Figure 68: Attitudes toward home care, any agree, by gender and age, July 2014
                                                                                                                                                                                    • Figure 69: Attitudes toward home care, any agree, by household income, July 2014
                                                                                                                                                                                    • Figure 70: Attitudes toward home care, any agree, by household size, July 2014
                                                                                                                                                                                    • Figure 71: Attitudes toward home care, any agree, by race/Hispanic origin, July 2014
                                                                                                                                                                                    • Figure 72: Attitudes toward home care, agree strongly, by gender and age, July 2014
                                                                                                                                                                                    • Figure 73: Attitudes toward home care, agree strongly, by household income, July 2014
                                                                                                                                                                                    • Figure 74: Attitudes toward home care, agree strongly, by household size, July 2014
                                                                                                                                                                                    • Figure 75: Attitudes toward home care, agree strongly, by race/Hispanic origin, July 2014
                                                                                                                                                                                  • Usage of household cleaning equipment
                                                                                                                                                                                    • Figure 76: Usage of household cleaning equipment, once a week or more, by household income, July 2014
                                                                                                                                                                                  • Attitudes toward household cleaning equipment
                                                                                                                                                                                    • Figure 77: Attitudes toward household cleaning equipment, by household size, July 2014
                                                                                                                                                                                  • Flooring types owned
                                                                                                                                                                                    • Figure 78: Flooring types owned, by gender and age, July 2014
                                                                                                                                                                                    • Figure 79: Flooring types owned, by household income, July 2014
                                                                                                                                                                                    • Figure 80: Flooring types owned, by household size, July 2014
                                                                                                                                                                                    • Figure 81: Flooring types owned, by race/Hispanic origin, July 2014
                                                                                                                                                                                  • Usage of floor cleaning equipment
                                                                                                                                                                                    • Figure 82: Usage of floor cleaning equipment, once a week or more, by household income, July 2014
                                                                                                                                                                                    • Figure 83: Usage of floor cleaning equipment once a week or more, by flooring types owned, July 2014
                                                                                                                                                                                  • Attitudes toward floor cleaning equipment
                                                                                                                                                                                    • Figure 84: Attitudes toward floor cleaning equipment, by household income, July 2014
                                                                                                                                                                                    • Figure 85: Attitudes toward floor cleaning equipment, by flooring types owned, July 2014
                                                                                                                                                                                • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                    • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      • Clorox Company , The
                                                                                                                                                                                      • Family Dollar Stores, Inc
                                                                                                                                                                                      • Freudenberg & Co.
                                                                                                                                                                                      • Jarden Corporation
                                                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                      Household Cleaning Equipment - US - September 2014

                                                                                                                                                                                      £3,199.84 (Excl.Tax)