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Household Surface Cleaners - US - November 2015

"The mature household surface cleaner market has experienced only modest growth in recent years. Still, while consumers continue to take a budget-conscious approach to shopping for household surface cleaners, they place importance on housecleaning and are as interested as ever in products that allow them to clean more quickly and effectively."
- John Owen, Senior Household Analyst

This report discusses the following key topics:

  • Modest pace of growth expected to continue 
  • Ease-of-use, versatility nearly as important as cleaning power 
  • Many see disposable wipes as best suited for quick cleanups

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Modest pace of growth expected to continue
            • Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2010-20
          • Ease-of-use, versatility nearly as important as cleaning power
            • Figure 2: Surface cleaner attribute importance, September 2015
          • Many see disposable wipes as best suited for quick cleanups
            • Figure 3: Surface cleaner behaviors and beliefs, September 2015
          • The opportunities
            • Longer duration of clean holds near-universal appeal
              • Figure 4: Interest in surface cleaner features and benefits, willing to pay more for, by household size, September 2015
            • An opportunity for products highlighting natural ingredients
              • Figure 5: Surface cleaner behaviors and beliefs, by age, September 2015
            • Young adults more focused on convenience
              • Figure 6: Household care attitudes, agree strongly, by age, September 2015
            • What it means
            • The Market – What You Need to Know

              • Modest pace of growth expected to continue
                • Three large segments account for bulk of sales
                  • Spray disinfectants drive specialized cleaner segment growth
                    • Disposable wipes drive growth
                    • Market Size and Forecast

                      • Modest pace of growth expected to continue
                        • Figure 7: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2010-20
                        • Figure 8: Total US sales and forecast of household surface cleaners, at current prices, 2010-20
                    • Market Breakdown

                      • Three large segments account for bulk of sales
                        • Spray disinfectants drive specialized cleaner segment growth
                          • Top brands drive toilet cleaner sales
                            • Figure 9: Total US market share of household surface cleaners, by segment, 2015
                          • Disposable wipes drive growth
                            • Sales slide for floor cleaners and furniture polish
                              • Figure 10: Total US retail sales of household surface cleaners, by segment, at current prices, 2013 and 2015
                          • Market Factors

                            • Household income stabilizes but remains weak
                              • Figure 11: Median household income, in inflation-adjusted dollars, 2004-14
                            • Rising consumer confidence could help market
                              • Figure 12: University of Michigan Index of Consumer Sentiment, 2010-15
                            • Households with kids decline as a percentage of all households
                              • Figure 13: Households, by presence of children, 2003-13
                            • Growing influence of Hispanic market
                              • Figure 14: Households with own children, by race and Hispanic origin of householder, 2013
                              • Figure 15: Population, by race and Hispanic origin, 2010-20
                          • Key Players – What You Need to Know

                            • The strong get stronger: Clorox and Reckitt gain on top products
                              • Disposable wipes capitalize on quick, light-duty cleanups
                                • Windex gains with renewed focus on core benefit: Shiny clean glass
                                  • Sophomore slump: Promising new products can fade in year two or three
                                  • Manufacturer Sales of Household Surface Cleaners

                                    • The strong get stronger: Clorox and Reckitt gain on top products
                                      • SC Johnson and P&G lose share
                                        • Manufacturer sales of household surface cleaners
                                          • Figure 16: MULO sales of household surface cleaners, by leading companies, rolling 52 weeks 2014 and 2015
                                      • What’s Working?

                                        • Disposable wipes capitalize on quick, light-duty cleanups
                                          • Figure 17: MULO sales of leading disposable wipes, 2010-15
                                        • Wipes brands extend to tougher cleaning jobs
                                          • Windex gains with renewed focus on core benefit: shiny clean glass
                                            • Figure 18: Windex, “Official Message” TV spot, 2015
                                            • Figure 19: MULO sales of select Windex products, 2010-15
                                          • Lysol grows sales as a multipurpose disinfectant
                                            • Figure 20: MULO sales of select Lysol disinfectant spray, 2010-15
                                        • What’s Struggling?

                                          • Sophomore slump: Promising new products can fade in year two or three
                                            • Figure 21: MULO sales of select push-and-wipe surface cleaners, rolling 52 weeks 2014 and 2015
                                          • Swiffer WetJet sales slide amid intensified competition
                                            • Figure 22: MULO sales of select floor cleaners, rolling 52 weeks 2014 and 2015
                                        • What’s Next?

                                          • Extending time between cleanings
                                          • The Consumer – What You Need to Know

                                            • Disposable wipes gain usage while labor-intensive products decline
                                              • Younger adults gravitate to quick-cleanup products
                                                • Gender gap narrowing for housecleaning and purchasing of cleaning products
                                                  • Ease-of-use, versatility nearly as important as cleaning power
                                                    • Many see disposable wipes as best suited for quick cleanups
                                                      • Longer duration of clean holds near-universal appeal
                                                      • Usage of Surface Cleaners

                                                        • Disposable wipes continue to gain usage
                                                          • Usage declines for products associated with labor-intensive cleaning
                                                            • Figure 23: Household usage of surface cleaners, 2010-15
                                                          • Younger adults gravitate to quick cleanup products
                                                            • Figure 24: Household usage of select surface cleaners, by age, April 2015
                                                          • Black consumers more likely to use a variety of surface cleaners
                                                            • Figure 25: Household usage of select surface cleaners, by race/Hispanic origin, April 2015
                                                        • Responsibility for Cleaning and Purchasing of Cleaning Products

                                                          • Gender gap narrowing for housecleaning and purchasing of cleaning products
                                                            • In their words: Shared responsibility
                                                                • Figure 26: Responsibility for doing housecleaning, by gender and age, September 2015
                                                                • Figure 27: Responsibility for purchasing cleaning products, by gender and age, September 2015
                                                            • Surface Cleaner Attribute Importance

                                                              • Ease-of-use, versatility nearly as important as cleaning power
                                                                • Figure 28: Surface cleaner attribute importance, September 2015
                                                              • Safety around kids/pets a key attribute in larger households
                                                                • Figure 29: Surface cleaner attribute importance, by household size, September 2015
                                                            • Surface Cleaner Behaviors and Beliefs

                                                              • Many see disposable wipes as best suited for quick cleanups
                                                                • Figure 30: Surface cleaner behaviors and beliefs, September 2015
                                                              • In their words: Wipes good for in-between cleanings
                                                                • Older consumers remain engaged in cleaning and cleaning products
                                                                  • An opportunity for products highlighting natural ingredients
                                                                    • Figure 31: Surface cleaner behaviors and beliefs, by age, September 2015
                                                                • Interest in Surface Cleaner Features and Benefits

                                                                  • Longer duration of clean holds near-universal appeal
                                                                    • Other cleaning concepts may require more consumer education
                                                                      • Figure 32: Interest in surface cleaner features and benefits, September 2015
                                                                    • Young adults express interest in new product forms
                                                                      • Figure 33: Interest in surface cleaner features and benefits, willing to pay more for, by age, September 2015
                                                                    • Protection, prevention most appealing to larger households
                                                                      • Figure 34: Interest in surface cleaner features and benefits, willing to pay more for, by household size, September 2015
                                                                  • Correspondence Analysis – Brand Attributes

                                                                    • Methodology
                                                                      • Opportunities to leverage brand strengths, address weaknesses
                                                                        • Figure 35: Correspondence analysis – Surface cleaner brand attributes, September 2015
                                                                        • Figure 36: Surface cleaner brand attributes, September 2015
                                                                    • Household Care Attitudes

                                                                      • A clean home is a healthy home
                                                                        • Young adults more focused on convenience
                                                                          • Among young adults, opportunities and challenges for green cleaners
                                                                            • Figure 37: Household care attitudes, agree strongly, by age, September 2015
                                                                          • Emotional components of housecleaning strong for Black, Hispanic consumers
                                                                            • Figure 38: Household care attitudes, agree strongly, by race and Hispanic origin, September 2015
                                                                        • Appendix – Data Sources and Abbreviations

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

                                                                                            • Figure 39: Total US retail sales and forecast of household surface cleaners, at inflation-adjusted prices, 2010-20
                                                                                          • Segment performance
                                                                                            • Figure 40: Total US retail sales of household surface cleaners, by segment, at current prices, 2013 and 2015
                                                                                            • Figure 41: Total US retail sales and forecast of toilet/tub/tile cleaners, at current prices, 2010-20
                                                                                            • Figure 42: Total US retail sales and forecast of all-purpose cleaners, at current prices, 2010-20
                                                                                            • Figure 43: Total US retail sales and forecast of specialized cleaners, at current prices, 2010-20
                                                                                            • Figure 44: Total US retail sales and forecast of cleaning cloths/wipes, at current prices, 2010-20
                                                                                            • Figure 45: Total US retail sales and forecast of floor cleaners/wax removers, at current prices, 2010-20
                                                                                          • Retail channels
                                                                                            • Figure 46: Total US retail sales of household surface cleaners, by channel, at current prices, 2013 and 2015
                                                                                            • Figure 47: US supermarket sales of household surface cleaners, at current prices, 2010-15
                                                                                            • Figure 48: US sales of household surface cleaners through drug stores, at current prices, 2010-15
                                                                                            • Figure 49: US sales of household surface cleaners through other retail channels, at current prices, 2010-15
                                                                                        • Appendix – Key Players

                                                                                            • Figure 50: MULO sales of all-purpose cleaners, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                            • Figure 51: MULO sales of toilet/tub/tile cleaners, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                            • Figure 52: MULO sales of specialized cleaners, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                            • Figure 53: MULO sales of cleaning cloths/wipes, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                            • Figure 54: MULO sales of floor cleaners/wax removers, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                            • Figure 55: MULO sales of furniture polish, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                            • Figure 56: MULO sales of leading eco-friendly household surface cleaners, 2010-15
                                                                                        • Appendix – Consumer

                                                                                            • Figure 57: Household usage of surface cleaners I, by demographics, April 2014-June 2015
                                                                                            • Figure 58: Household usage of surface cleaners II, by demographics, April 2014-June 2015
                                                                                            • Figure 59: Frequency of use of household surface cleaners, by demographics, April 2014-June 2015

                                                                                        Household Surface Cleaners - US - November 2015

                                                                                        US $3,995.00 (Excl.Tax)