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Household Surface Cleaners - US - December 2017

"The household surface cleaner market experienced slow growth from 2012-17 and is expected to see sluggish growth through 2022 due to the maturity of the market. While the category encompasses six segments and several sub-segments, most of its market sales comes from only three segments: all-purpose cleaners, bathroom cleaners (toilet, tub, and tile), and specialized cleaners.
Consumers are convenience-driven and rank multi-surface and disinfection attributes as the top purchase influencers when choosing a surface cleaner. This creates opportunities for product innovations focused on killing germs and improved functionality."
- Olivia Guinaugh, Home & Personal Care Analyst

This Report looks at the following areas:

  • Category growth remains slow
  • All-purpose cleaners challenge other segments 
  • Parents express concern toward disinfection and cleaning safety

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Category growth remains slow
            • Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2012-22
          • All-purpose cleaners challenge other segments
            • Figure 2: Total US retail sales of household surface cleaners, by segment, at current prices, 2015 and 2017
          • Parents express concern toward disinfection and cleaning safety
            • Figure 3: Cleaning safety and health concerns, by parental status, September 2017
          • The opportunities
            • Consumers are convenience-driven
              • Figure 4: Select surface cleaner attributes, any current use (net), September 2017
            • Hard-surface floor cleaners gain momentum
              • Figure 5: Usage of floor cleaners, any current use (net), September 2017
            • Young adults care about scent
              • Figure 6: Influence of natural and themed scents, by age, September 2017
            • What it means
            • The Market – What You Need to Know

              • Household surface cleaners market remains stable
                • Most sales come from three large segments
                  • Other retailers continue to dominate the market
                    • Scented surface cleaners could impact other categories
                      • Decline in households with children may lead to market struggles
                      • Market Size and Forecast

                        • Household surface cleaners market remains stable
                          • Figure 7: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2012-22
                          • Figure 8: Total US sales and forecast of household surface cleaners, at current prices, 2012-22
                      • Market Breakdown

                        • Most sales come from three largest segments
                          • Floor cleaners see largest gains
                            • Disposable wipes continue to increase sales
                              • Figure 9: Share of household surface cleaner retail sales, by segment, at current prices 2017 (est)
                            • Other retailers continue to dominate the market
                              • Figure 10: Total US retail sales of household surface cleaners, by channel, at current prices, 2012-17
                          • Market Perspective

                            • Scented surface cleaners could impact adjacent categories
                              • In their words: Importance of scent
                              • Market Factors

                                • Positive economic indicators could boost sales for premium brands
                                  • Figure 11: Consumer Sentiment Index, January 2007-September 2017
                                • Declining homeownership impacts usage of specialty cleaners
                                  • Figure 12: Homeownership rate, by age of householder, 2006-16
                                • Decline in households with children may lead to market struggles
                                  • Figure 13: Households, by presence of own children, 2006-16
                              • Key Players – What You Need to Know

                                • Mixed results for leading category players
                                  • Floor cleaners capitalize on multi-surface attributes
                                    • Disposable wipes benefit from disinfection and convenience
                                      • Natural brands continue to outperform category leaders
                                        • While all-purpose thrives, furniture polish dives
                                        • Company and Brand Sales of Household Surface Cleaners

                                          • Clorox and Colgate-Palmolive experience gains from top products
                                            • Struggling segments translate to declines for Church & Dwight and P&G
                                              • Manufacturer sales of household surface cleaners
                                                • Figure 14: MULO sales of household surface cleaners, by leading companies, rolling 52 weeks 2016 and 2017
                                            • What’s Working?

                                              • Floor cleaners capitalize on multi-surface attributes
                                                • GREENGUARD brands expand distribution channels
                                                  • Figure 15: MULO sales of floor cleaners, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                • Disposable wipes benefit from disinfection and convenience
                                                  • Figure 16: MULO sales of disposable wipes, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                • Natural brands continue to outperform category leaders
                                                  • Figure 17: MULO sales of Method and Mrs. Meyers all-purpose cleaners, rolling 52 weeks 2016 and 2017
                                              • What’s Struggling?

                                                • While all-purpose thrives, furniture polish dives
                                                  • Figure 18: MULO sales of select Pledge products, 2015, rolling 52 weeks 2016 and 2017
                                              • What’s Next?

                                                • Products that conveniently clean tough messes
                                                  • Going beyond cleaning to surface protection
                                                  • The Consumer – What You Need to Know

                                                    • Convenience is key for high usage
                                                      • Multi-purpose and disinfection are essential
                                                        • The more germ exposure, the more disinfection needed
                                                          • Tough messes are associated with labor-intensive cleaning
                                                            • The more convenient the process is, the better
                                                              • Disinfectants may have health benefits, but there are still safety concerns
                                                              • Surface Cleaner Usage and Frequency

                                                                • Convenience is key for frequent usage
                                                                  • Figure 19: Usage and frequency of household surface cleaners, September 2017
                                                                • Young adults and parents gravitate toward quick clean-up products
                                                                  • Figure 20: Usage and frequency of disposable wipes, by age and parental status, September 2017
                                                                • In their words: Shared responsibility
                                                                  • Surface cleaner usage differs between homeowners and renters
                                                                    • Figure 21: Usage of select surface cleaners, any current use (net), by residency, September 2017
                                                                  • Hispanic adults use a variety of surface cleaners
                                                                    • Figure 22: Usage of select surface cleaners, once a week or more, by race and Hispanic origin, September 2017
                                                                • Purchase Influencers

                                                                  • Multi-purpose and disinfection are essential
                                                                    • Figure 23: TURF analysis – Purchase influencers, September 2017
                                                                  • Methodology
                                                                    • Natural scents overpower themed scents
                                                                      • Figure 24: Surface cleaner attribute importance, September 2017
                                                                    • In their words: Importance of scent
                                                                      • Parents and younger adults raise safety concerns
                                                                        • Figure 25: Select surface cleaner attribute importance, by age and parental status, September 2017
                                                                      • Renters look to disinfect, while homeowners look for surface protection
                                                                        • Figure 26: Select surface cleaner attribute importance, by residency, September 2017
                                                                      • Scent influences Hispanic surface cleaner purchasers
                                                                        • Figure 27: Select surface cleaner attribute importance, by Hispanic origin, September 2017
                                                                    • Surface Disinfection

                                                                      • The more germ exposure, the more disinfection needed
                                                                        • Figure 28: Surfaces that require disinfection, September 2017
                                                                      • Cooking calls for disinfection in the kitchen
                                                                        • Figure 29: Select surfaces that require disinfection, by age, September 2017
                                                                      • Ownership reveals minimal differences in attitudes toward disinfection
                                                                        • Figure 30: Select surfaces that require disinfection, by residency, September 2017
                                                                      • Black consumers prioritize disinfection in the bathroom
                                                                        • Figure 31: Select surfaces that require disinfection, by race, September 2017
                                                                    • Approaches to Tough to Clean Surfaces

                                                                      • Tough messes are associated with labor-intensive cleaning
                                                                        • Figure 32: Tough surfaces to clean, any rank (net), September 2017
                                                                      • The more convenient the process is, the better
                                                                        • Figure 33: Tough to clean surface behaviors, September 2017
                                                                      • Parents concerned about the spread of germs
                                                                        • Figure 34: Cleaning contagious germs, any rank (net), by parental status, September 2017
                                                                      • More messes leads to more cleaning for young adults and parents
                                                                        • Figure 35: Select tough to clean surface behaviors, by age and parental status, September 2017
                                                                      • Hispanics feel strongly about eliminating contagious germs
                                                                        • Figure 36: Select tough surfaces to clean, any rank (net), by Hispanic origin, September 2017
                                                                      • Natural ingredients play stronger role among Hispanics and parents
                                                                        • Figure 37: Using natural ingredients for tough to clean surfaces, by Hispanic origin and parental status, September 2017
                                                                    • Attitudes toward Cleaning Safety and Health

                                                                      • Disinfectants have health benefits, but there are still safety concerns
                                                                        • Figure 38: Cleaning safety and health concerns, September 2017
                                                                      • In their words: Disinfection
                                                                        • Parents believe in health benefits of disinfectants but unsure about safety
                                                                          • Figure 39: Select cleaning safety and health concerns, by parental status, September 2017
                                                                        • Black consumers embrace disinfection
                                                                          • Figure 40: Select cleaning safety and health concerns, by Black consumers, September 2017
                                                                      • Appendix – Data Sources and Abbreviations

                                                                        • Data sources
                                                                          • Sales data
                                                                            • Fan chart forecast
                                                                              • Consumer survey data
                                                                                • Consumer qualitative research
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                    • Appendix – The Market

                                                                                        • Figure 41: Total US sales and forecast of market, at inflation-adjusted prices, 2012-22
                                                                                        • Figure 42: Total US retail sales and estimate of toilet, tub, and tile cleaners, at current prices, 2012-17
                                                                                        • Figure 43: Total US retail sales and estimates of all-purpose cleaners, at current prices, 2012-17
                                                                                        • Figure 44: Total US retail sales and estimates of specialized cleaners, at current prices, 2012-17
                                                                                        • Figure 45: Total US retail sales and estimates of cleaning cloths/wipes, at current prices, 2012-17
                                                                                        • Figure 46: Total US retail sales and estimates of floor cleaners/wax removers, at current prices, 2012-17
                                                                                        • Figure 47: Total US retail sales and estimates of furniture polish, at current prices, 2012-17
                                                                                        • Figure 48: Total US retail sales of household surface cleaners, by channel, at current prices, 2012-2017
                                                                                        • Figure 49: Total US retail sales of household surface cleaners, by channel, at current prices, 2015 and 2017
                                                                                    • Appendix – Key Players

                                                                                        • Figure 50: MULO sales of toilet/tub/tile cleaners, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                        • Figure 51: MULO sales of all-purpose cleaners, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                        • Figure 52: MULO sales of specialized cleaners, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                        • Figure 53: MULO sales of furniture polish, by leading companies and brands, rolling 52 weeks 2016 and 2017

                                                                                    Household Surface Cleaners - US - December 2017

                                                                                    US $3,995.00 (Excl.Tax)