Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Household Cleaning: The Market - US - June 2011

This report covers the U.S. market for household cleaning products. Whereas Mintel’s Household Cleaning Products: The Consumer—U.S., May 2010 focuses solely on the motivations and behavior of consumers, this report discusses the market and its participants.

The range of products covered in this report includes the following segments:

  • household surface cleaners
  • carpet/upholstery and fabric deodorizers and cleaners and fabric treatments including, for example, Febreze
  • sponges and scouring pads
  • cleaner cloths/wipes (excluding personal care cloths/wipes, automotive cleaning cloths/wipes and baby wipes)
  • furniture polish
  • floor cleaners/wax removers.

Products with a primarily cosmetic purpose, such as air fresheners, are excluded. Lavatory blocks, colorants and fresheners are included because they have a disinfecting role. Cleaning hardware products, such as mops and brooms, are also excluded, as are disinfectants used primarily for medicinal purposes, and products for the car care market.

Specifically excluded are cleaning products for industrial/commercial use, clothes-cleaning detergents of any kind, dishwashing products, and personal cleaning products.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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 at a glance: sales declines signal shift in cleaning behavior; future outlook similar to the recent past
                  • Biggest segments easiest targets for cutbacks
                    • Household surface cleaner sales drop steadily
                      • Rug/upholstery/fabric cleaner sales slide
                        • Innovation spurs modest gains in sponges and scouring pads
                          • Growth slows in cleaning cloths/wipes
                            • Furniture polish holding steady
                              • Floor cleaners/wax removers
                                • Green growth slows
                                  • After growing in the recession, private label loses momentum
                                    • Supermarkets and mass merchants dominate retail scene
                                      • Three evenly matched companies form top tier of category
                                        • Brand share trends by segment
                                          • Clorox overtakes Reckitt Benckiser at top of household surface cleaner segment
                                            • Febreze line extends to stay ahead of the pack in rug/upholstery/fabric cleaners
                                              • 3M dominates sponges and scouring pads through innovations and breadth
                                                • Clorox holds strong in cleaning cloths/wipes
                                                  • Pledge dominates furniture polish
                                                    • Swiffer Wet Jet leads floor cleaners/wax removers
                                                      • Pace of new product launches picks up, impact is mixed
                                                      • Insights and Opportunities

                                                        • Multi-purpose vs. specialization
                                                          • Top-to-bottom vs. ad hoc cleaning
                                                            • Effective cleaning vs. safe cleaning
                                                              • As existing products work to change perceptions, opportunity for all-new ideas
                                                              • Inspire Insights

                                                                  • Trend: Snack Society
                                                                    • Trend: Mood to Order
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Category continues to suffer as consumers economize on cleaning
                                                                          • Some segments impacted more than others, suggesting shifting cleaning habits
                                                                            • Green cleaning products lose their shine
                                                                              • Amid declines, a few positive signs
                                                                                • Figure 1: Total U.S. sales and forecast of household cleaning products at current prices, 2005-15
                                                                                • Figure 2: Total U.S. sales and forecast of household cleaning products at inflation-adjusted prices, 2005-15
                                                                              • Fan-chart forecast
                                                                                  • Figure 3: Total U.S. sales and forecast of household cleaning products at current prices, 2005-15
                                                                                • Walmart sales
                                                                                • Market Drivers

                                                                                  • Economic concerns drive the market
                                                                                    • Household growth slows overall
                                                                                      • Households with kids declining
                                                                                        • Figure 4: Households, by presence of children younger than 18, 2000-10
                                                                                      • Consumer sentiment sees only halting improvement
                                                                                        • Figure 5: ICS, January 2006-March 2011
                                                                                      • Professional cleaning services still down
                                                                                        • Figure 6: Trends in who cleans the house, 2006-11
                                                                                      • Pace of new product introductions picks up
                                                                                        • Figure 7: U.S. new household cleaning product introductions, 2003-10
                                                                                        • Figure 8: Top packaging claims for household cleaning product introductions, 2006-10
                                                                                    • Competitive Context

                                                                                      • Competition from within
                                                                                        • Going for the green, but coming up short
                                                                                          • Green-positioned brands still only a small slice of market
                                                                                            • Figure 9: FDMx sales of select environmentally friendly household cleaning brands, 2005-11
                                                                                          • Private label makes gains in recession then levels off
                                                                                            • A new equilibrium?
                                                                                              • Figure 10: FDMx household cleaning product private label market share, by segment, 2005-11
                                                                                            • Retailers strengthen their own brands
                                                                                              • Homelife - Supervalu
                                                                                                • Duane Reade – Apt. 5 Goes Green
                                                                                                • Overall Segment Performance

                                                                                                  • Key points
                                                                                                    • Biggest segments easiest targets for cutbacks
                                                                                                      • Focus on multi-purpose blurring segment boundaries
                                                                                                        • Special purpose segments and sub-segments more resilient
                                                                                                          • Floor covering trends evident in shifting segment sales
                                                                                                            • Tangible innovation drives segment sales
                                                                                                              • Figure 11: FDMx sales and forecast of household cleaning products at current prices, by segment, 2005-15
                                                                                                              • Figure 12: FDMx sales of household cleaning products, by segment, 2008 and 2010
                                                                                                          • Segment Performance—Household Surface Cleaners

                                                                                                            • Key points
                                                                                                                • Figure 13: FDMx sales and forecast of household surface cleaners, 2005-15
                                                                                                                • Figure 14: FDMx sales of household surface cleaners, by type, 2008 and 2010
                                                                                                            • Segment Performance—Rug/Upholstery/Fabric Cleaners

                                                                                                              • Key points
                                                                                                                • Figure 15: FDMx sales and forecast of rug/upholstery/fabric cleaners, 2005-15
                                                                                                            • Segment Performance—Sponges and Scouring Pads

                                                                                                              • Key points
                                                                                                                • Figure 16: FDMx sales and forecast of sponges and scouring pads, 2005-15
                                                                                                            • Segment Performance—Cleaning Cloths/Wipes

                                                                                                              • Key points
                                                                                                                • Figure 17: FDMx sales and forecast of cleaning cloths/wipes, 2005-15
                                                                                                                • Figure 18: FDMx sales of cleaning cloths/wipes, by type, 2008 and 2010
                                                                                                            • Segment Performance—Furniture Polish

                                                                                                              • Key points
                                                                                                                • Figure 19: FDMx sales and forecast of furniture polish, 2005-15
                                                                                                            • Segment Performance—Floor Cleaners/Wax Removers

                                                                                                              • Key points
                                                                                                                • Figure 20: FDMx sales and forecast of floor cleaners/wax removers, 2005-15
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • Supermarkets and mass merchants dominate
                                                                                                                  • Other channels compete on their own terms
                                                                                                                      • Figure 21: U.S. sales of household cleaning products, by retail channel, 2008 and 2010
                                                                                                                  • Retail Channels—Supermarkets

                                                                                                                    • Key points
                                                                                                                      • Supermarkets stem share losses with promotions
                                                                                                                        • Opportunities to regain momentum
                                                                                                                          • Figure 22: U.S. sales of household cleaning products at supermarkets, 2005-10
                                                                                                                      • Retail Channels—Other FDMx

                                                                                                                        • Key points
                                                                                                                          • Drug stores and Target capture trips and sales from supermarkets
                                                                                                                            • Figure 23: U.S. sales of household cleaning products at other channels, 2005-10
                                                                                                                        • Retail Channels—Natural Supermarkets

                                                                                                                          • Key points
                                                                                                                            • Insights
                                                                                                                              • Sales of household cleaners and supplies in the natural channel
                                                                                                                                • Figure 24: Natural supermarket sales of household cleaners and supplies, at current prices, 2008-10
                                                                                                                                • Figure 25: Natural supermarket sales of household cleaners and supplies, at inflation-adjusted prices, 2008-10
                                                                                                                              • Natural channel sales by segment
                                                                                                                                • Figure 26: Natural supermarket sales of household cleaners and supplies, by segment, 2008 and 2010
                                                                                                                              • Seventh Generation Responds to Market Challenges
                                                                                                                              • Leading Companies

                                                                                                                                • Key points
                                                                                                                                  • Three evenly matched companies form top tier of category
                                                                                                                                    • Still plenty of room for smaller players
                                                                                                                                        • Figure 27: FDMx sales of leading household cleaning products companies, 2010 and 2011
                                                                                                                                    • Brand Share—Household Surface Cleaners

                                                                                                                                      • Key points
                                                                                                                                        • Key points by sub-segments from 2010-11:
                                                                                                                                          • Household surface cleaners
                                                                                                                                              • Figure 28: FDMx brand sales of all household surface cleaners, 2010 and 2011
                                                                                                                                            • All-purpose cleaner and disinfectant
                                                                                                                                              • Long list of well-known brands compete
                                                                                                                                                • Claims of eco-friendliness quietly growing more widespread
                                                                                                                                                  • Conventional brands claim green credentials
                                                                                                                                                    • Figure 29: FDMx brand sales of all-purpose cleaner/disinfectant, 2010 and 2011
                                                                                                                                                  • Toilet bowl cleaners and disinfectants
                                                                                                                                                    • Figure 30: FDMx brand sales of toilet bowl cleaners/disinfectants, 2010 and 2011
                                                                                                                                                  • Non-abrasive tub and tile cleaners
                                                                                                                                                    • Duration equals value for Scrubbing Bubbles Extend-A-Clean
                                                                                                                                                      • Soft Scrub Total promises simplification
                                                                                                                                                        • Figure 31: FDMx brand sales of non-abrasive tub and tile cleaners, 2010 and 2011
                                                                                                                                                      • Glass cleaner/ammonia
                                                                                                                                                        • Figure 32: FDMx brand sales of glass cleaner/ammonia, 2010 and 2011
                                                                                                                                                      • Drain cleaner
                                                                                                                                                        • Two-brand battle defines sub-segment
                                                                                                                                                          • Private label grows at expense of “all other”
                                                                                                                                                            • Figure 33: FDMx brand sales of drain cleaner, 2010 and 2011
                                                                                                                                                          • Spray disinfectant
                                                                                                                                                            • Figure 34: FDMx brand sales spray disinfectant, 2010 and 2011
                                                                                                                                                          • Abrasive tub and tile cleaners
                                                                                                                                                            • Figure 35: FDMx brand sales abrasive tub and tile cleaners, 2010 and 2011
                                                                                                                                                          • Oven/appliance cleaner/degreaser
                                                                                                                                                            • Figure 36: FDMx brand sales oven/appliance cleaner/degreaser, 2010 and 2011
                                                                                                                                                          • Specialty cleaner/polish
                                                                                                                                                            • Figure 37: FDMx brand sales specialty cleaner/polish, 2010 and 2011
                                                                                                                                                          • Lime/rust remover
                                                                                                                                                            • Figure 38: FDMx brand sales lime/rust remover, 2010 and 2011
                                                                                                                                                        • Brand Share—Rug/Upholstery/Fabric Cleaners

                                                                                                                                                          • Key points
                                                                                                                                                            • Febreze line extends to stay ahead of the pack
                                                                                                                                                              • Reckitt Benckiser gains with Resolve and Lysol Neutra
                                                                                                                                                                • Figure 39: FDMx brand sales of rug/upholstery/fabric cleaners, 2010 and 2011
                                                                                                                                                            • Brand Share—Sponges and Scouring Pads

                                                                                                                                                              • Key points
                                                                                                                                                                • Figure 40: FDMx brand sales of sponges and scouring pads, 2010 and 2011
                                                                                                                                                            • Brand Share—Cleaning Cloths/Wipes

                                                                                                                                                              • Key points
                                                                                                                                                                • Figure 41: FDMx brand sales of cleaning cloths and wipes, 2010 and 2011
                                                                                                                                                            • Brand Share—Furniture Polish

                                                                                                                                                              • Key points
                                                                                                                                                                • Figure 42: FDMx brand sales of furniture polish, 2010 and 2011
                                                                                                                                                            • Brand Share—Floor Cleaners/Wax Removers

                                                                                                                                                              • Key points
                                                                                                                                                                • Figure 43: FDMx brand sales of floor cleaners/wax removers, 2010 and 2011
                                                                                                                                                            • Innovation and Innovators

                                                                                                                                                              • Key points
                                                                                                                                                                • New product activity returns to heavy pace
                                                                                                                                                                  • Surface cleaner launches more likely to win share than grow category
                                                                                                                                                                    • Implement innovation spurs sales
                                                                                                                                                                      • Figure 44: Household cleaning product introductions, by product category, 2006-11*
                                                                                                                                                                    • Environmentally friendly claims top list
                                                                                                                                                                      • Figure 45: Top packaging claims for household cleaning product introductions, 2006-11*
                                                                                                                                                                    • Environmentally friendly claims grow more diverse
                                                                                                                                                                      • Aromatherapy
                                                                                                                                                                        • Cleaning power
                                                                                                                                                                          • Hypoallergenic
                                                                                                                                                                            • Reusable, remixable, recycled
                                                                                                                                                                              • Organic
                                                                                                                                                                                • Convenience and ease
                                                                                                                                                                                  • Cleaning strength
                                                                                                                                                                                    • Kids and pets
                                                                                                                                                                                    • Brands and Marketing Strategies

                                                                                                                                                                                      • Swiffer touts product innovation
                                                                                                                                                                                        • Figure 46: Swiffer Sweeper TV ad, 2010
                                                                                                                                                                                        • Figure 47: Swiffer Wet Jet Antibacterial TV ad, 2011
                                                                                                                                                                                      • Swiffer uses online presence to educate, promote, connect with moms
                                                                                                                                                                                        • Cesar Milan helps Swiffer connect with pet owners
                                                                                                                                                                                          • Scrubbing Bubbles advertising idea defines brand
                                                                                                                                                                                            • Figure 48: Scrubbing Bubbles Gel TV ad, 2010
                                                                                                                                                                                          • Scrubbing Bubbles online
                                                                                                                                                                                            • Febreze driven by “refreshing” innovation
                                                                                                                                                                                              • Co-branding extends Febreze message further
                                                                                                                                                                                                • Pledge updates its image, pushes for multi-purpose use
                                                                                                                                                                                                  • Figure 49: Pledge multi-use TV ad, 2010
                                                                                                                                                                                              • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                  • Overview of household cleaners
                                                                                                                                                                                                    • All-purpose cleaner/disinfectant
                                                                                                                                                                                                      • Consumer insights on key purchase measures—all purpose cleaner/disinfectant
                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                          • Figure 50: Brand map, selected brands of all-purpose cleaner/disinfectant buying rate, by household penetration, 2010*
                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                            • Figure 51: Key purchase measures for the top brands of all-purpose cleaner/disinfectant, by household penetration, 2010*
                                                                                                                                                                                                          • Non-abrasive tub/tile cleaner
                                                                                                                                                                                                            • Consumer insights on key purchase measures—non-abrasive tub/tile cleaner
                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                • Figure 52: Brand map, selected brands of non- abrasive tub/tile cleaner buying rate, by household penetration, 2010*
                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                  • Figure 53: Key purchase measures for the top brands of non-abrasive tub/tile cleaner, by household penetration, 2010*
                                                                                                                                                                                                                • Abrasive tub/tile cleaner
                                                                                                                                                                                                                  • Consumer insights on key purchase measures—abrasive tub/tile cleaner
                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                      • Figure 54: Brand map, selected brands of abrasive tub/tile cleaner buying rate, by household penetration, 2010*
                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                        • Figure 55: Key purchase measures for the top brands of abrasive tub/tile cleaner, by household penetration, 2010*
                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                      • 3M Company
                                                                                                                                                                                                                      • Albertsons Inc.
                                                                                                                                                                                                                      • Arthritis Foundation
                                                                                                                                                                                                                      • Association of Home Appliance Manufacturers
                                                                                                                                                                                                                      • Bissell Homecare, Inc.
                                                                                                                                                                                                                      • Church & Dwight Co. Inc
                                                                                                                                                                                                                      • Clorox Company , The
                                                                                                                                                                                                                      • Colgate-Palmolive Company
                                                                                                                                                                                                                      • Comet Group Ltd
                                                                                                                                                                                                                      • Connoisseurs Products Corp
                                                                                                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                                                                                                      • Dial Corporation, The
                                                                                                                                                                                                                      • Duane Reade, Inc
                                                                                                                                                                                                                      • Earth Friendly Products
                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                      • Family Dollar Stores, Inc
                                                                                                                                                                                                                      • Fresh & Easy
                                                                                                                                                                                                                      • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                      • Henkel Corporation
                                                                                                                                                                                                                      • Holloway House Inc
                                                                                                                                                                                                                      • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                      • Method Products, Inc.
                                                                                                                                                                                                                      • Prestige Brands Holdings, Inc.
                                                                                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                                                      • Reckitt Benckiser USA
                                                                                                                                                                                                                      • Rug Doctor, L.P.
                                                                                                                                                                                                                      • S.C. Johnson & Son, Inc.
                                                                                                                                                                                                                      • Safeway Inc
                                                                                                                                                                                                                      • Sara Lee Household & Body Care
                                                                                                                                                                                                                      • Servaas Inc
                                                                                                                                                                                                                      • Seventh Generation Inc.
                                                                                                                                                                                                                      • Spectrum Brands, Inc.
                                                                                                                                                                                                                      • Supervalu Inc
                                                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                                                      • The Consumer Specialty Products Association (CSPA)—Cleaning Products Division
                                                                                                                                                                                                                      • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                      • The Soap and Detergent Association
                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                                                                                      • U.S. Environmental Protection Agency
                                                                                                                                                                                                                      • University of Michigan, The
                                                                                                                                                                                                                      • US Department of Commerce
                                                                                                                                                                                                                      • Walgreen Co
                                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                                      • Whink Products Company
                                                                                                                                                                                                                      • Whole Foods Market Inc
                                                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                                                      Household Cleaning: The Market - US - June 2011

                                                                                                                                                                                                                      £3,277.28 (Excl.Tax)