Household Surface Cleaners - US - November 2014
“While consumers are as time-pressed as ever, housecleaning remains a priority, a task that can provide a sense of accomplishment or play an important role in protecting a family’s heath. Opportunities exist for surface cleaners that help consumers clean their homes efficiently and safely.”
– John Owen, Senior Household Analyst
This report covers the following issues:
- Naturally clean and healthy
- Staking out new cleaning territory
- The lighter side of disposable wipes
The household surface cleaner market has grown at only a modest pace in recent years, rising just 4% between 2009 and 2014 to $4.7 billion. Still, while category shoppers look for products that save both time and money, housecleaning remains an important task, one increasingly associated with protecting the family’s health. Consumers prioritize cleaning effectiveness and disinfection and are unwilling to compromise on results.
For the purposes of this report, Mintel has used the following definitions:
- 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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