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Shopping for Household Care Products - US - July 2015

Long after the official end of the recession, getting the lowest price remains a key objective of household care product shoppers. This interest in savings, along with retailers’ and manufacturers’ willingness to play into it with discounts and promotions, helps to explain why most major household care categories have experienced little or no sales growth in recent years. For category competitors looking for growth, a key challenge is to encourage consumers to think about more than just price when shopping for household care products.

This report looks at the following areas:

  • Prices likely to guide store choice, but other factors also come into play
  • Deal hunting often starts at home
  • Household care shoppers gravitate to familiar brands

This report examines consumer attitudes and behaviors toward shopping for household care products, focusing primarily on: 

  • Household paper products

  • Home laundry products

  • Household surface cleaners

  • Dishwashing products.

 

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Prices likely to guide store choice, but other factors also come into play
            • Figure 1: Reasons for selecting store shopped most often, March 2015
          • Deal hunting often starts at home
            • Figure 2: General household care shopping behaviors – Prestore, by where household care products are purchased most often, March 2015
          • Household care shoppers gravitate to familiar brands
            • Figure 3: Category-specific household care shopping behaviors, March 2015
          • The opportunities
            • Women more likely to shop for household products, but gap is narrowing
              • Figure 4: Responsibility for shopping for shopping for household care products, by gender and age, March 2015
            • In-store tactics could increase engagement in household care shopping
              • Figure 5: Interest in household care shopping concepts, March 2015
            • Household care shopping holds potential for emotional payoff
              • Figure 6: Attitudes toward shopping for household care products, March 2015
            • What it means
            • The Market – What You Need to Know

              • Household income remains weak, keeps pressure on household care categories
                • Rising consumer confidence could help market
                  • Intensified retail competition in mature household care categories
                  • Market Factors

                    • Household income stabilizes but remains weak
                      • Figure 7: Median household income, in inflation-adjusted dollars, 2003-13
                    • Rising consumer confidence could help market
                      • Figure 8: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-15
                    • Households with kids decline as a percentage of all households
                      • Figure 9: Households, by presence of children, 2003-13
                    • Growing influence of Hispanic market
                      • Figure 10: Households with own children, by race and Hispanic origin of householder, 2013
                      • Figure 11: Population, by race and Hispanic origin, 2010-20
                  • Market Perspective

                    • Intensified retail competition in mature household care categories
                      • Figure 12: Total US sales of household paper products, home laundry products, household surface cleaners, and dishwashing products, at current prices, 2009-14
                    • Household paper products
                      • Home laundry products
                        • Household surface cleaners
                          • Dishwashing products
                          • Key Players – What You Need to Know

                            • Mass merchants lead “others” to market share gains
                              • Supermarkets continue to lose share
                                • Online retailers move to simplify shopping for household essentials
                                • What’s Working?

                                  • Mass merchants lead “others” to market share gains
                                    • Figure 13: Other channel share of total sales of household paper products, home laundry products, household surface cleaners, and dishwashing products, 2012 and 2014
                                • What’s Struggling?

                                  • Supermarkets continue to lose share
                                    • Figure 14: Supermarket share of total sales of household paper products, home laundry products, household surface cleaners, and dishwashing products, 2012 and 2014
                                • What’s Next?

                                  • Amazon Dash Button an effort to simplify replenishment shopping
                                    • Jet shopping club promises
                                      • ePantry acts as curator for eco-friendly brands
                                      • The Consumer – What You Need to Know

                                        • Gender gap in shopping responsibility shows signs of narrowing
                                          • Walmart and Supermarkets are top destinations
                                            • Prices likely to guide store choice, but other factors also come into play
                                              • Deal hunting often starts at home
                                                • Household care shoppers gravitate to familiar brands
                                                  • In-store tactics could increase engagement in household care shopping
                                                    • Household care shopping holds potential for emotional payoff
                                                    • Responsibility for Household Care Product Shopping

                                                      • Women more likely to shop for household products, but gap is narrowing
                                                        • Figure 15: Responsibility for shopping for household care products, by gender and age, March 2015
                                                    • Where Household Care Products are Purchased

                                                      • Wide variety of stores shopped, Walmart and Supermarkets are top choices
                                                        • Figure 16: Where household care products are purchased, March 2015
                                                      • Walmart and Target especially popular among young adults
                                                        • Figure 17: Top retailers where household care products are purchased most often, by gender and age, March 2015
                                                      • Walmart and dollar stores skew strongly to lower household incomes
                                                        • Figure 18: Top retailers where household care products are purchased most often, by household income, March 2015
                                                    • Reasons for Selecting Store Shopped Most Often

                                                      • Prices likely to guide store choice, but other factors also come into play
                                                          • Figure 19: Reasons for selecting store shopped most often, March 2015
                                                          • Figure 20: Reasons for selecting store shopped most often, by where household care products are purchased most often, March 2015
                                                      • General Household Care Product Shopping Behaviors

                                                        • Deal hunting often starts at home
                                                          • Figure 21: General household care shopping behaviors – Prestore, by where household care products are purchased most often, March 2015
                                                        • Looking for deals in the aisle most likely in supermarkets, Target
                                                          • Figure 22: General household care shopping behaviors – In-store, by where household care products are purchased most often, March 2015
                                                      • Category-specific Household Care Shopping Behaviors

                                                        • Household care shoppers gravitate to familiar brands
                                                          • Toilet paper, laundry detergent command greatest loyalty
                                                            • Figure 23: Category-specific household care shopping behaviors, March 2015
                                                        • Interest in Household Care Shopping Concepts

                                                          • In-store tactics could increase engagement in household care shopping
                                                            • Complementary product discounts could encourage incremental purchases
                                                              • Moderate interest in subscriptions, opportunity to promote omnichannel experience
                                                                • Figure 24: Interest in household care shopping concepts, by age, March 2015
                                                            • Attitudes toward Shopping for Household Care Products

                                                              • Household care shopping holds potential for emotional payoff
                                                                • Different opportunities from retailer to retailer
                                                                  • Figure 25: Attitudes toward shopping for household care products, by where household care products are purchased most often, March 2015
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Consumer survey data
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                        • Terms

                                                                        Companies Covered

                                                                        • Walmart Stores (USA)

                                                                        Shopping for Household Care Products - US - July 2015

                                                                        US $3,995.00 (Excl.Tax)