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Household Cleaning: The Market - US - June 2010

This report examines the mature household cleaners market, which has seen sales slide at FDMx during 2004-09 and has been especially hard-hit by the broader downturn since 2007. It probes overall sales trends for the period 2004-09, including in-depth analysis of trends in five major segments. It projects sales growth and examines future trends through 2014.

The report offers up-to-date data and analysis of company and brand sales for each segment, leading to conclusions about who is best positioned for 2010-14. It examines major drivers including the impact of the economic downturn on consumer behavior and purchasing patterns, interest in “green” living and the H1N1 pandemic - and probes how these are affecting different market segments. It analyzes to what extent consumers are turning to private label offerings and in which segments this is most prevalent. Innovations within the market are a key topic of discussion, including areas such as time-saving products and gadgets, brand extensions and eco-friendly product lines. Finally, the report also offers insight into the branding strategies and advertising/marketing campaigns for the largest suppliers.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Advertising videos
              • Abbreviations and terms
              • Executive Summary

                • Market continues five-year decline in 2009
                  • Macro-economic conditions must shift to propel significant growth
                    • Recession prompts consumers to cut back on pro cleaning services
                      • Household surface and rug/upholstery cleaners show steepest declines
                        • Mixed five-year performance of major segments
                          • Household surface cleaners suffer from economizing, competition from wipes
                            • Decrease in wall-to-wall carpeting drives down demand for rug/upholstery cleaners
                              • Sponges/scouring pads serve multiple purposes and benefit from innovation
                                • Cleaning cloths/wipes offer the strongest five-year growth
                                  • Furniture polish remains steady
                                    • Floor cleaners/wax show modest growth
                                      • Retail channels: discounters/warehouse stores expand market share
                                        • Slower household growth, recession and smaller homes drive down sales
                                          • Other drivers: “green” movement and H1N1 pandemic
                                            • Five largest suppliers account for two-thirds of sales
                                              • Brand share and trends in major segments
                                                • In household surface cleaners, the “big three” each command about 20% of segment
                                                  • P&G’s Febreze top-seller in rug/upholstery cleaners
                                                    • 3M commands over half of sponge/scouring pad segment
                                                      • Clorox and Lysol offer top brands of wipes
                                                        • SC Johnson’s Pledge is leading furniture polish
                                                          • Swiffer WetJet leads floor cleaning segment
                                                            • Brand qualities span all-natural products to tough germ-killers
                                                              • Innovation integral to market, strongest in all-purpose and implements/tools
                                                                • “Green” claims key area of innovation, especially in 2008
                                                                  • National ad campaigns and multi-platform websites
                                                                  • Insights and Opportunities

                                                                    • Ongoing development of wipes—what’s next?
                                                                      • Child-safe vs. heavy-duty disinfectants—can we have both?
                                                                        • Next move for private labels might be to smaller segments
                                                                          • Can supermarkets regain share?
                                                                          • Inspire Insights

                                                                              • Time for a change
                                                                                • Not afraid to get dirty
                                                                                  • Inspire social trends suggest that the terms “men” and “cleaning” might actually be related
                                                                                    • Girly Men
                                                                                      • What’s it about?
                                                                                        • Specifics
                                                                                          • Implications
                                                                                            • Men Shopping Badly
                                                                                              • What’s it about?
                                                                                                • What we’ve seen
                                                                                                  • Specifics
                                                                                                    • Implication
                                                                                                    • Market Size and Forecast

                                                                                                      • Key points
                                                                                                        • Sales fall from 2004-09 in mature market in recessionary context
                                                                                                          • Innovations lead to shifts in sales, but rarely expand market
                                                                                                            • Figure 1: Total U.S. sales and forecast of household cleaning products at current prices, 2004-14
                                                                                                            • Figure 2: Total U.S. sales and forecast of household cleaning products at inflation-adjusted prices, 2004-14
                                                                                                          • Walmart sales
                                                                                                          • Competitive Context

                                                                                                            • Key points
                                                                                                              • Consumers cut back on maid services
                                                                                                                • Figure 3: House cleaning service, changes in service use in the past 12 months, March 2009
                                                                                                              • Consumers also cut back on specialized window and rug/upholstery cleaning services
                                                                                                                • Figure 4: Window washing service, changes in service use in the past 12 months, March 2009
                                                                                                                • Figure 5: Furniture or rug cleaning service, changes in service use in the past 12 months, March 2009
                                                                                                            • Overall Segment Performance

                                                                                                              • Key points
                                                                                                                • Household surface cleaners sees largest drop in sales from 2007-09
                                                                                                                  • Ongoing shift towards hard surface flooring drives down rug/fabric cleaner sales
                                                                                                                    • Other segments—sponges, wipes, polishes and floor cleaners—show modest growth
                                                                                                                        • Figure 6: FDMx sales and forecast of household cleaning products at current prices, by segment, 2004-09
                                                                                                                        • Figure 7: FDMx sales of household cleaning products, by segment, 2007 and 2009
                                                                                                                    • Segment Performance—Household Surface Cleaners

                                                                                                                      • Key points
                                                                                                                          • Figure 8: FDMx sales and forecast of household surface cleaners, 2004-14
                                                                                                                          • Figure 9: FDMx sales of household surface cleaners, by type, 2007 and 2009
                                                                                                                      • Segment Performance—Rug/Upholstery/Fabric Cleaners

                                                                                                                        • Key points
                                                                                                                          • Figure 10: FDMx sales and forecast of rug/upholstery/fabric cleaners, 2004-14
                                                                                                                      • Segment Performance—Sponges and Scouring Pads

                                                                                                                        • Key points
                                                                                                                            • Figure 11: FDMx sales and forecast of sponges and scouring pads, 2004-14
                                                                                                                        • Segment Performance—Cleaning Cloths/Wipes

                                                                                                                          • Key points
                                                                                                                              • Figure 12: FDMx sales and forecast of cleaning cloths/wipes, 2004-14
                                                                                                                              • Figure 13: FDMx sales of cleaning cloths/wipes, by type, 2007 and 2009
                                                                                                                          • Segment Performance—Furniture Polish

                                                                                                                            • Key points
                                                                                                                              • Figure 14: FDMx sales and forecast of furniture polish, 2004-14
                                                                                                                          • Segment Performance—Floor Cleaners/Wax Removers

                                                                                                                            • Key points
                                                                                                                              • Figure 15: FDMx sales and forecast of floor cleaners/wax removers, 2004-14
                                                                                                                          • Retail Channels

                                                                                                                            • Key points
                                                                                                                              • Discount stores and super centers gain market share from 2007-09
                                                                                                                                • Supermarkets see sales fall from 2007-09
                                                                                                                                  • Other merchandisers maintain market share
                                                                                                                                    • Figure 16: U.S. sales of household cleaning products, by retail channel, 2007 and 2009
                                                                                                                                • Retail Channels—Discounters

                                                                                                                                  • Key points
                                                                                                                                    • Figure 17: U.S. sales of household cleaning products at discount stores/supercenters/warehouse clubs, 2004-09
                                                                                                                                • Retail Channels—Supermarkets

                                                                                                                                  • Key points
                                                                                                                                      • Figure 18: U.S. sales of household cleaning products at supermarkets, 2004-09
                                                                                                                                  • Retail Channels—Other

                                                                                                                                    • Key points
                                                                                                                                      • Figure 19: U.S. sales of household cleaning products at other channels, 2004-09
                                                                                                                                  • Market Drivers

                                                                                                                                    • Key points
                                                                                                                                      • Growth of U.S. households slows in 2008-09
                                                                                                                                        • Figure 20: Total number of U.S. households, 2001-09
                                                                                                                                      • Consumers cut back on basic expenditures in climate of economic uncertainty
                                                                                                                                        • Consumer confidence shows only uneven improvement in 2009-10
                                                                                                                                          • Figure 21: Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2001-09
                                                                                                                                        • Over two-thirds reduce household spending in 2009 to save money
                                                                                                                                          • Figure 22: Changes or plans to save money, by gender and presence of children, March 2009
                                                                                                                                        • Majority of consumers, especially in lower income brackets, cut back on cleaning supplies
                                                                                                                                          • Figure 23: Cut back spending on household cleaners, by household income, March 2009
                                                                                                                                        • Economizing efforts lead suppliers to focus innovation on most basic products
                                                                                                                                          • Figure 24: U.S. new household cleaning product introductions, by subcategory, 2007-09
                                                                                                                                        • Economizing drives demand for and expansion of private label brands
                                                                                                                                          • Figure 25: U.S. new household cleaning product introductions, private label vs. branded, 2004-10
                                                                                                                                        • Private label products feature effective products at a low cost
                                                                                                                                          • Trend towards smaller homes
                                                                                                                                            • Interest in green living and green products
                                                                                                                                              • Green cleaners offer opportunity for further growth
                                                                                                                                                • Figure 26: Usage of green cleaners, by age, February 2010
                                                                                                                                              • Positive attitudes towards green cleaners combined with some doubts
                                                                                                                                                • Figure 27: Attitudes towards green cleaners, trended, April 2008 and February 2010
                                                                                                                                              • H1N1 pandemic drives demand for disinfecting products
                                                                                                                                              • Leading Companies

                                                                                                                                                • Key points
                                                                                                                                                  • Five largest companies command two thirds of market
                                                                                                                                                    • Private label shows substantial growth from 2009-10
                                                                                                                                                      • Figure 28: FDMx sales of leading household cleaning products companies, 2009 and 2010
                                                                                                                                                    • Profiles of the three dominant suppliers
                                                                                                                                                      • Clorox
                                                                                                                                                        • SC Johnson
                                                                                                                                                          • Reckitt Benckiser
                                                                                                                                                          • Brand Share—Household Surface Cleaners

                                                                                                                                                            • Key points
                                                                                                                                                              • Household surface cleaners
                                                                                                                                                                  • Figure 29: FDMx brand sales of all household surface cleaners, 2009 and 2010
                                                                                                                                                                • All-purpose cleaners and disinfectants
                                                                                                                                                                  • Figure 30: FDMx brand sales of all-purpose cleaner/disinfectant, 2009 and 2010
                                                                                                                                                                • Toilet bowl cleaners and disinfectants
                                                                                                                                                                    • Figure 31: FDMx brand sales of toilet bowl cleaners/disinfectants, 2009 and 2010
                                                                                                                                                                  • Non-abrasive tub and tile cleaners
                                                                                                                                                                    • Figure 32: FDMx brand sales of non-abrasive tub and tile cleaners, 2009 and 2010
                                                                                                                                                                  • Glass cleaner/ammonia
                                                                                                                                                                    • Figure 33: FDMx brand sales of glass cleaner/ammonia, 2009 and 2010
                                                                                                                                                                  • Drain cleaner
                                                                                                                                                                      • Figure 34: FDMx brand sales of drain cleaner, 2009 and 2010
                                                                                                                                                                    • Spray disinfectant
                                                                                                                                                                      • Figure 35: FDMx brand sales spray disinfectant, 2009 and 2010
                                                                                                                                                                    • Abrasive tub and tile cleaners
                                                                                                                                                                      • Key points
                                                                                                                                                                        • Figure 36: FDMx brand sales abrasive tub and tile cleaners, 2009 and 2010
                                                                                                                                                                      • Oven/appliance cleaner/degreaser
                                                                                                                                                                        • Figure 37: FDMx brand sales oven/appliance cleaner/degreaser, 2009 and 2010
                                                                                                                                                                      • Specialty cleaner/polish
                                                                                                                                                                        • Figure 38: FDMx brand sales specialty cleaner/polish, 2009 and 2010
                                                                                                                                                                      • Lime/rust remover
                                                                                                                                                                        • Figure 39: FDMx brand sales lime/rust remover, 2009 and 2010
                                                                                                                                                                    • Brand Share—Rug/Upholstery/Fabric Cleaners

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Febreze is leading brand
                                                                                                                                                                          • Woolite and Resolve show strong growth
                                                                                                                                                                              • Figure 40: FDMx brand sales of rug/upholstery/fabric cleaners, 2009 and 2010
                                                                                                                                                                          • Brand Share—Sponges and Scouring Pads

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Figure 41: FDMx brand sales of sponges and scouring pads, 2009 and 2010
                                                                                                                                                                          • Brand Share—Cleaning Cloths/Wipes

                                                                                                                                                                            • Key points
                                                                                                                                                                                • Figure 42: FDMx brand sales of cleaning cloths and wipes, 2009 and 2010
                                                                                                                                                                            • Brand Share—Furniture Polish

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Figure 43: FDMx brand sales of furniture polish, 2009 and 2010
                                                                                                                                                                            • Brand Share—Floor Cleaners/Wax Removers

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Figure 44: FDMx brand sales of floor cleaners/wax removers, 2009 and 2010
                                                                                                                                                                            • Brand Qualities

                                                                                                                                                                              • Key points
                                                                                                                                                                                • The Clorox Company
                                                                                                                                                                                  • Clorox
                                                                                                                                                                                    • Clorox Green Works
                                                                                                                                                                                      • Formula 409
                                                                                                                                                                                        • Liquid-Plumr
                                                                                                                                                                                          • Reckitt Benckiser
                                                                                                                                                                                            • Lysol
                                                                                                                                                                                              • Easy Off
                                                                                                                                                                                                • SC Johnson
                                                                                                                                                                                                  • Scrubbing Bubbles
                                                                                                                                                                                                    • Windex
                                                                                                                                                                                                      • Drano
                                                                                                                                                                                                        • Procter & Gamble
                                                                                                                                                                                                          • Mr. Clean
                                                                                                                                                                                                            • Swiffer
                                                                                                                                                                                                              • Febreze
                                                                                                                                                                                                              • Innovation and Innovators

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Innovation integral to market, but does not bring larger overall sales
                                                                                                                                                                                                                    • Figure 45: U.S. new household cleaning product introductions, by subcategory, 2004-10
                                                                                                                                                                                                                  • Innovations in all-purpose and multi-purpose products
                                                                                                                                                                                                                    • Innovations with tools and gadgets
                                                                                                                                                                                                                      • Innovations in sponges and cloths
                                                                                                                                                                                                                        • Eco-friendly claims central to new products offered since 2008
                                                                                                                                                                                                                          • Figure 46: Top ten U.S. product claims in hard surface care, 2004-10
                                                                                                                                                                                                                        • Eco-friendly offerings from the largest suppliers
                                                                                                                                                                                                                          • Eco-friendly offerings from smaller suppliers
                                                                                                                                                                                                                            • Hain Celestial Systems introduces a Martha Stewart eco-friendly line
                                                                                                                                                                                                                              • High-end products showcase eco-friendly qualities
                                                                                                                                                                                                                                • Pet-safe products with non-toxic formulas
                                                                                                                                                                                                                                • Advertising and Promotion

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Major ad campaigns strengthen core brand identities and showcase new products
                                                                                                                                                                                                                                      • Lysol makes N1H1 and disease prevention centerpiece of marketing
                                                                                                                                                                                                                                        • Figure 47: Lysol Disinfectant Spray, 2009
                                                                                                                                                                                                                                      • Clorox makes kids the centerpiece of ads for disinfecting products
                                                                                                                                                                                                                                        • Figure 48: Clorox disinfecting products, 2010
                                                                                                                                                                                                                                      • Clorox showcases decorative wipe dispenser
                                                                                                                                                                                                                                        • Figure 49: Clorox Decorative Wipe Dispenser, 2010
                                                                                                                                                                                                                                      • P&G showcases Mr. Clean with Febreze products offering fresh smell and effectiveness
                                                                                                                                                                                                                                        • Figure 50: Mr. Clean Disinfecting Bath Cleaner, 2010
                                                                                                                                                                                                                                      • SC Johnson’s Extend-A-Care campaign showcases product ease and convenience
                                                                                                                                                                                                                                        • Figure 51: Scrubbing Bubbles Extend-a-Clean, 2010
                                                                                                                                                                                                                                      • Features of the Swiffer Duster Extender seen in humorous ad
                                                                                                                                                                                                                                        • Figure 52: Swiffer Duster Extender, 2010
                                                                                                                                                                                                                                      • Websites offer information, sweepstakes and opportunities to connect with consumers
                                                                                                                                                                                                                                        • Use of websites as information centers
                                                                                                                                                                                                                                          • Use of websites to launch sweepstakes and contests
                                                                                                                                                                                                                                            • Use of websites to create community and connect to consumers
                                                                                                                                                                                                                                              • Spanish language websites
                                                                                                                                                                                                                                              • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                  • Overview of household cleaners
                                                                                                                                                                                                                                                    • All-purpose cleaner
                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—all-purpose cleaner
                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                          • Figure 53: Brand map, selected brands of all-purpose cleaner/disinfectant buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                            • Figure 54: Key purchase measures for the top brands of all-purpose cleaner/disinfectant, by household penetration, 2009*
                                                                                                                                                                                                                                                          • Nonabrasive tub/tile cleaner
                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures—nonabrasive tub/tile cleaner
                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                • Figure 55: Brand map, selected brands of nonabrasive tub/tile cleaner, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                  • Figure 56: Key purchase measures for the top brands of nonabrasive tub/tile cleaner, by household penetration, 2009*
                                                                                                                                                                                                                                                                • Abrasive tub/tile cleaner
                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—abrasive tub/tile cleaner
                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                      • Figure 57: Brand map, selected brands of abrasive tub/tile cleaner, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                        • Figure 58: Key purchase measures for the top brands of abrasive tub/tile cleaner, by household penetration, 2009*
                                                                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                                      • 3M Company
                                                                                                                                                                                                                                                                      • Bissell Homecare, Inc.
                                                                                                                                                                                                                                                                      • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                                      • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                                      • Clorox Company , The
                                                                                                                                                                                                                                                                      • Colgate-Palmolive Company
                                                                                                                                                                                                                                                                      • Connoisseurs Products Corp
                                                                                                                                                                                                                                                                      • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                                                                                                                                                      • Dial Corporation, The
                                                                                                                                                                                                                                                                      • Earth Friendly Products
                                                                                                                                                                                                                                                                      • Ecover Inc.
                                                                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                                                                      • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                                      • Henkel Corporation
                                                                                                                                                                                                                                                                      • Holloway House Inc
                                                                                                                                                                                                                                                                      • Jelmar
                                                                                                                                                                                                                                                                      • Macy's, Inc.
                                                                                                                                                                                                                                                                      • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                                                                      • Method Products, Inc.
                                                                                                                                                                                                                                                                      • National Association of Home Builders (NAHB)
                                                                                                                                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                                                                                                      • Reckitt Benckiser USA
                                                                                                                                                                                                                                                                      • Reuters Group PLC
                                                                                                                                                                                                                                                                      • Rug Doctor, L.P.
                                                                                                                                                                                                                                                                      • S.C. Johnson & Son, Inc.
                                                                                                                                                                                                                                                                      • Safeway Inc
                                                                                                                                                                                                                                                                      • Sara Lee Corporation
                                                                                                                                                                                                                                                                      • Servaas Inc
                                                                                                                                                                                                                                                                      • Seventh Generation Inc.
                                                                                                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                                                                                                      • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                                      • The Kroger Co.
                                                                                                                                                                                                                                                                      • The Soap and Detergent Association
                                                                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                      • U.S. Environmental Protection Agency
                                                                                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                                                                                      • University of Michigan, The
                                                                                                                                                                                                                                                                      • Whink Products Company
                                                                                                                                                                                                                                                                      • Williams-Sonoma, Inc
                                                                                                                                                                                                                                                                      • Winn-Dixie Stores

                                                                                                                                                                                                                                                                      Household Cleaning: The Market - US - June 2010

                                                                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)