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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