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Household Surface Cleaners - US - November 2016

"The market for household surface cleaners is mature, with a growth rate that is being outpaced by inflation. Convenience of multi-surface cleaning and antibacterial power are the leading attributes most consumers look for in surface cleaners, but secondary benefits such as scent, packaging, and natural ingredients are important among niche groups. These attributes represent opportunities for brands to distinguish and promote products, which will be central in driving future sales."
- Stephen Brown, Household Analyst

This Report discusses the following key topics:

  • Slow growth in sales of surface cleaners outpaced by inflation 
  • Shifting attitudes and changing household surfaces phase out laborious cleaners'
  • Decline in families could further challenge category sales

For the purposes of this Report, Mintel defines the household surface cleaner market as follows:

  • All-purpose cleaner/disinfectant
  • Toilet/tub/tile cleaners (abrasive tub/tile cleaner, nonabrasive tub/tile cleaner, toilet bowl cleaner, lime/rust remover)
  • Specialized surface cleaners (drain cleaner, glass cleaner, spray disinfectant, oven/appliance cleaner, metal cleaner/polish)
  • Household cleaner cloths
  • Floor cleaners/wax removers
  • Furniture polish

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow growth in sales of surface cleaners outpaced by inflation
            • Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2011-21
          • Shifting attitudes and changing household surfaces phase out laborious cleaners
            • Figure 2: Usage of household surface cleaners, August 2016
          • Decline in families could further challenge category sales
            • Figure 3: Family and non-family households, 2005-15
          • The opportunities
            • Safer formulas gain favor among parents
              • Figure 4: Select purchase Influencers – Any rank, by parental status, August 2016
            • Health benefits of wipes add incentive for year-round use
              • Figure 5: Select cleaning attitudes, by parental status, August 2016
            • Rise of smaller households provides opportunity for compact packaging
              • Figure 6: Interest in trying packaging that is easier to store, by generation, August 2016
            • Younger and multicultural adults value scent
              • Figure 7: Scent – Any rank, by race and Hispanic origin and by generation, August 2016
            • What it means
            • The Market – What You Need to Know

              • Slow growth in surface cleaner sales outpaced by inflation
                • Strongest performing segment are disposable wipes
                  • Surface cleaners account for roughly 10% of total household care sales
                    • Declining family households takes away from key demographic
                    • Market Size and Forecast

                      • Spending on surface cleaners is reaching a plateau
                        • Figure 8: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2011-21
                      • Future growth is limited to innovation in premium products
                        • Figure 9: Total US retail sales and forecast of household surface cleaners, at current prices, 2011-21
                    • Market Breakdown

                      • All-purpose leads sales, while wipes are strongest performing segment
                        • Figure 10: Share of total US retail sales of household surface cleaners, by segment, at current prices, 2016 (est)
                      • Floor cleaners and furniture polish continue losing share
                        • Figure 11: Total US retail sales of floor cleaners and furniture polish, at current prices, 2011-2016 (est)
                    • Market Perspective

                      • Surface cleaners serve a functional need in value-driven category
                        • Figure 12: Share of household care product sales, by category, 2016 (est)
                    • Market Factors

                      • Declining homeownership can negatively impact surface cleaner sales
                        • Figure 13: National homeownership rate, 2010-16
                      • Households with children as share of total households are declining
                        • Figure 14: Family and non-family households, 2005-15
                      • Growing Hispanic community may cushion sales of surface cleaners
                        • Figure 15: Population by race and Hispanic origin, 2011-21
                    • Key Players – What You Need to Know

                      • Convenience and value drive sales of wipes, all-purpose cleaners
                        • Sales of premium, specialized cleaners reach niche consumers
                          • Weak sales for surface cleaners that involve labor
                            • Non-toxic, combined scent all-purpose cleaners are next in line
                            • Manufacturer Sales of Surface Cleaners

                              • Clorox dominates MULO sales, leads market share for disposable wipes
                                • Colgate-Palmolive is strongest performing manufacturer
                                  • Figure 16: MULO sales of household surface cleaners, by leading companies, rolling 52 weeks 2015 and 2016
                              • What’s Working?

                                • Convenience and improved thickness drive sales of wipes
                                  • Figure 17: Kroger multi-tasking clean-it-all direct mail ad, 2016
                                  • Figure 18: MULO sales of Clorox disposable wipes, rolling 52 weeks 2015 and 2016
                                • Value brands gaining among Hispanics, driving sales of Fabuloso brand
                                  • Figure 19: MULO sales of Colgate-Palmolive all-purpose cleaners, rolling 52 weeks 2015 and 2016
                                • Specialized cleaners find greater appeal among niche consumers
                                  • Figure 20: Usage of specialty cleaners (stainless steel, granite), by income and by primary residence, August 2016
                                  • Figure 21: MULO sales of Weiman specialized cleaners, rolling 52 weeks 2015 and 2016
                              • What’s Struggling?

                                • Labor-intensive products losing share to more convenient formats
                                  • Figure 22: Bona Wood Floor Cleaner free & simple, April 2016
                                • Private label losing to name brands
                                  • Figure 23: Change in MULO sales for private label surface cleaners, by segment, 2015-2016
                              • What’s Next?

                                • Non-toxic approach with natural all-purpose cleaners
                                  • Scent combinations gaining popularity for all-purpose cleaners
                                  • The Consumer – What You Need to Know

                                    • All-purpose leads usage, while lapsed usage rises for specialty cleaners
                                      • Multi-purpose and antibacterial are most important purchase influencers
                                        • Antibacterial and multi-surface are leading attributes for wipes
                                          • High-contact surfaces are best suited for all-purpose cleaners
                                            • Compact, safe packaging appeals to surface cleaner shoppers
                                              • Surface cleaning contributes to a healthy lifestyle
                                              • Usage of Surface Cleaners

                                                • Range of surfaces make all-purpose, window/glass cleaners most used
                                                  • Figure 24: Usage of household surface cleaners, August 2016
                                                • Disposable wipes are being used more by parents, young adults
                                                  • Figure 25: Any current use (net) of disposable wipes, by generation and by parental status, August 2016
                                                • Household type, income determine usage for specialty cleaners
                                                  • Figure 26: Any current use (net) of specialty surface cleaners (eg stainless steel, granite), by primary residence and by income, August 2016
                                                  • Figure 27: Use of metal cleaners, by households that currently own or recently purchased appliances, Spring 2016
                                                • Hispanics are heavier users of labor-intensive surface cleaners
                                                  • Figure 28: Any current usage (net) of select surface cleaners, by Hispanic origin, August 2016
                                              • Surface Cleaner Purchase Influencers

                                                • Most surface cleaner users look for multi-purpose products
                                                  • Figure 29: Purchase influencers – Any rank, August 2016
                                                • Non-toxic, natural ingredients important among parents
                                                  • Figure 30: Select purchase influencers – Any rank, by parental status, August 2016
                                                • Scent signals clean for Blacks, Hispanics, and young adults
                                                  • Figure 31: Select purchase influencers – Any rank, by race and Hispanic origin and by generation, August 2016
                                              • Disposable Wipe Attributes

                                                • Antibacterial, multi-surface are most desired attributes for wipes
                                                  • Figure 32: Attributes for wipes, August 2016
                                                • Scented and textured wipes appeal to parents, large households
                                                  • Figure 33: Select attributes for wipes, by parental status and household size, August 2016
                                                • Sensory benefits of wipes appeal more to Blacks and Hispanics
                                                  • Figure 34: Select attributes for wipes, by race and Hispanic origin, August 2016
                                                • In their words:
                                                • Cleaners Best Suited for Surface Type

                                                  • Most surface cleaner users pair all-purpose with high-contact surfaces
                                                    • Figure 35: Correspondence Analysis – Cleaners and surface types, august 2016
                                                  • Methodology
                                                    • Convenience of all-purpose cleaners appeals to smaller households
                                                      • Figure 36: All-purpose cleaners and select surface types, by household size, August 2016
                                                    • Parents, Hispanics show greater need for specialized cleaners
                                                      • Figure 37: Specialized cleaners and select surface types, by parental status and Hispanic origin, August 2016
                                                    • In their words:
                                                        • Figure 38: Select qualitative responses for surface cleaning scenarios, September 2016
                                                    • Shopping Behaviors toward Surface Cleaners

                                                      • Sampling new products piques interest for buyers
                                                        • Figure 39: Shopping behaviors, August 2016
                                                      • Compact packaging interests young adults, urbanites
                                                        • Figure 40: Packaging that is easier to store, by generation and by area, August 2016
                                                      • Safe packaging, convenience gain trust of parents, Hispanics
                                                        • Figure 41: Select packaging attitudes, by Hispanic origin and parental status, August 2016
                                                      • In their words:
                                                      • Attitudes toward Housecleaning

                                                        • A healthy home contributes to health
                                                          • Figure 42: Cleaning attitudes, August 2016
                                                        • Older generations practice cleanliness and healthy living
                                                          • Figure 43: Select cleaning attitudes, by generation, August 2016
                                                        • Wipes offer a quick remedy for preventing germs
                                                          • Figure 44: Select cleaning attitudes, by parental status, August 2016
                                                        • Core benefits of surface cleaners strongest among Blacks, Hispanics
                                                          • Figure 45: Select cleaning attitudes, by race and Hispanic origin, August 2016
                                                        • In their words:
                                                        • Appendix – Data Sources and Abbreviations

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

                                                                          • Figure 46: Total US retail sales and forecast of household surface cleaners, at inflation-adjusted prices, 2011-21
                                                                          • Figure 47: Total US retail sales of household surface cleaners, by segment, at current prices, 2014 and 2016
                                                                          • Figure 48: Total US retail sales and forecast of toilet, tub, and tile cleaners, at current prices, 2011-16
                                                                          • Figure 49: Total US retail sales and forecast of all-purpose cleaners, at current prices, 2011-16
                                                                          • Figure 50: Total US retail sales and forecast of specialized cleaners, at current prices, 2011-16
                                                                          • Figure 51: Total US retail sales and forecast of cleaning cloths/wipes, at current prices, 2011-16
                                                                          • Figure 52: Total US retail sales and forecast of floor cleaners/wax removers, at current prices, 2011-16
                                                                          • Figure 53: Total US retail sales and forecast of furniture polish, at current prices, 2011-16
                                                                          • Figure 54: Total US retail sales of household surface cleaners, by channel, at current prices, 2011-16
                                                                          • Figure 55: Total US retail sales of household surface cleaners, by channel, at current prices, 2014 and 2016
                                                                      • Appendix – Key Players

                                                                          • Figure 56: MULO sales of toilet/tub/tile cleaners, by leading companies and brands, rolling 52 weeks, 2015 and 2016
                                                                          • Figure 57: MULO sales of all-purpose cleaners, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                          • Figure 58: MULO sales of cleaning cloths, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                          • Figure 59: MULO sales of floor cleaners, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                          • Figure 60: MULO sales of furniture polish, by leading companies and brands, rolling 52 weeks 2015 and 2016

                                                                      Companies Covered

                                                                      To learn more about the companies covered in this report please contact us.

                                                                      Household Surface Cleaners - US - November 2016

                                                                      US $3,995.00 (Excl.Tax)