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Household Surface Cleaners - US - October 2019

"The household surface cleaning category needs an infusion of step-changing innovation to overcome its communized status and drive growth. In the short term, changes enabling more convenient and sustainable online shopping, natural ingredients and even probiotic cleaners that achieve bacterial balance in the home will begin nudging the category in this direction. Over the long term, the category will need to find ways to cater to our aging population."
- Jamie Rosenberg, Senior Global Analyst, Household & Personal Care

This Report will cover the following areas:

  • Consumers are trading down
  • Specialized cleaners loose relevance
  • Ecommerce will merge convenience and sustainability
  • Safe will become an expectation, natural is the means to achieve it
  • Aging consumers will reshape the market

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Growth will slow in the next decade
            • Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2014-24 (fore)
          • The issues
            • Consumers are trading down
              • Figure 2: Multi-outlet percent growth of household surface cleaners, by leading companies, rolling 52 weeks 2019
              • Figure 3: Multi-outlet sales of cleaning cloths/wipes, by leading companies and brands, rolling 52 weeks 2018 and 2019
            • Specialized cleaners loose relevance
              • Figure 4: Sales of tub and tile vs all-purpose cleaners, 2014–2019 (est)
              • Figure 5: Usage of furniture polish and abrasive cleaners, by age, June 2019
            • The opportunities
              • Ecommerce will merge convenience and sustainability
                • Figure 6: Consumers interested in having refills delivered to their home, April 2019
              • Safe will become an expectation, natural is the means to achieve it
                • Figure 7: Natural ingredients as purchase influencer, by age, June 2019
              • Aging consumers will reshape the market
                • What it means
                • The Market – What You Need to Know

                  • Growth projections adjusted slightly upward from last year
                    • Wipes still driving growth, but slowing
                      • Automated cleaning has potential among smart home users
                        • Fewer parents could slow growing demand for safer products
                        • Market Size and Forecast

                          • Historic and projected sales performance
                            • Growth projections adjusted slightly upward from last year
                              • Figure 8: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2014-24 (fore)
                              • Figure 9: Total US sales and forecast of household surface cleaners, at current prices, 2014-24
                          • Market Breakdown

                            • Wipes still driving growth, but slowing
                              • Figure 10: Sales of household surface cleaners, by segment, 2018 and 2019
                          • Market Perspective

                            • Cleaning has potential among smart home users
                              • Figure 11: Smart home areas of interest, by all and smart home device owners, March 2019
                          • Market Factors

                            • Fewer parents could slow growing demand for safer products
                              • Figure 12: Households, by presence of own children, 2008-18
                            • Growing home ownership drives surface cleaner growth
                              • Figure 13: Total US homeownership rate, 2000-18
                              • Figure 14: Consumers who bought a home in the last 12 months, Fall 2010-Fall 2018
                          • Key Players – What You Need to Know

                            • Private label’s rise continues
                              • Store brands are going green
                                • Ecommerce drives convenience and sustainability
                                  • Indulgent fragrances become more essential
                                    • Toilet, tub & tile cleaners give way to improving all-purpose cleaners
                                      • Pledge loses floor care sales
                                        • Automation will become more relevant to an aging society
                                        • Company and Brand Sales of Household Surface Cleaners

                                          • Private label’s rise continues; P&G and Colgate grow sales
                                            • Figure 15: Multi-outlet sales of household surface cleaners, by leading companies, rolling 52 weeks 2018 and 2019
                                        • What’s Working?

                                          • Private labels have convinced consumers that they’re just as good
                                            • Figure 16: Multi-outlet percent growth of household surface cleaners, by leading companies, rolling 52 weeks 2019
                                            • Figure 17: Store brands are just as good as name brands, by age, June 2019
                                          • Store brands are going green
                                            • Figure 18: US launches of natural surface cleaning products, national brands vs. private label, 2014 – 2019 (January – September*)
                                          • P&G has upped the ante in floor cleaning and stain erasing
                                            • Ecommerce drives convenience and sustainability
                                              • Figure 19: Actual online purchase experience vs desire to buy online in the future, by product category, November 2018
                                            • Indulgent fragrances become more essential
                                              • Figure 20: Top purchase drivers for surface cleaning products, by age, June 2019
                                            • Wipes gain category share
                                              • Figure 21: Multi-outlet sales of cleaning cloths/wipes, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                          • What’s struggling?

                                            • Toilet, tub & tile cleaners give way to improving all-purpose cleaners
                                              • Figure 22: Sales of toilet, tub & tile vs all-purpose cleaners, 2014–2019 (est)
                                              • Figure 23: Top surface cleaning purchase drivers, June 2019
                                            • Multi-surface products that highlight toilet, tub & tile benefits
                                              • Pledge loses floor care sales
                                                • Figure 24: Multi-outlet sales of floor cleaners/wax removers, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                            • What’s Next?

                                              • Name brands will continue to lose relevance
                                                • Ecommerce, convenience, sustainability and economy will converge
                                                  • Automation will become more relevant to an aging society
                                                  • The Consumer – What You Need to Know

                                                    • Furniture polish and abrasive cleaners losing traction among young consumers
                                                      • Traditional channels still dominate, but ecommerce is growing fast
                                                        • Multi-purpose cleaners rise in importance
                                                          • Parents of young children prioritize safe ingredients
                                                            • Consumers show strong interest in reusable bottles
                                                              • Consumers want cleaners that reduce the need to clean
                                                                • Young consumers want robots, but older consumers need them
                                                                • Household Surface Cleaner Usage and Frequency

                                                                  • Toilet, glass and all-purpose cleaners are most ubiquitous
                                                                    • Figure 25: Usage of household surface cleaners, June 2019
                                                                  • Furniture polish and abrasive cleaners losing traction among young consumers
                                                                    • Figure 26: Usage of furniture polish and abrasive cleaners, by age, June 2019
                                                                  • Usage frequency drives category growth
                                                                    • Figure 27: Use products at least weekly, by sub-category, June 2019
                                                                    • Figure 28: Reasons for cleaning less often, March 2019
                                                                • Purchase Locations

                                                                  • Traditional channels still dominate, but ecommerce is growing fastest
                                                                    • Figure 29: Purchase locations for household surface cleaners, June 2019
                                                                    • Figure 30: Consumers who buy surface cleaners online, all vs aged 18–34, June 2019 and July 2018
                                                                • Purchase Influencers

                                                                  • Multi-purpose cleaners rise in importance
                                                                    • Figure 31: Purchase Influencers, June 2019
                                                                    • Figure 32: US, New product launches of multi-purpose surface cleaners as a percentage of all surface cleaner launches, 2014–Sept 2019
                                                                  • The most frequently cleaned surfaces call for multi-purpose cleaners
                                                                    • Figure 33: Use of multi-purpose, specialty cleaners and wipes, by surface type, June 2019
                                                                  • Parents of young children prioritize safe ingredients
                                                                    • Figure 34: Interest in natural ingredients, allergen elimination and free-from claims, by age of children in the house, June 2019
                                                                    • Figure 35: Usage frequency of natural household products compared to a year ago, by age of child, April 2019
                                                                  • Brand name and long-lasting clean gain influence
                                                                    • Figure 36: TURF analysis – Purchase influencers, June 2019
                                                                  • Methodology
                                                                  • Purchase Behaviors and Attitudes

                                                                    • Consumers are habitual shoppers and are trading down, but some express interest in innovations
                                                                      • Figure 37: Attitudes towards surface cleaners, June 2019
                                                                    • Consumers show strong interest in reusable bottles
                                                                      • Figure 38: Interest in refillable bottles, by age and income, June 2019
                                                                    • Consumers want cleaners that reduce the need to clean
                                                                      • Figure 39: Interest in surface cleaner innovations and select attitudes, June 2019
                                                                    • Young consumers want robots, but older consumers need them
                                                                      • Figure 40: Interest in cleaning robots, by generation, June 2019
                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                                  • Figure 41: Total US sales and forecast of household surface cleaners, at current prices, 2014-24
                                                                                  • Figure 42: Total US retail sales of household surface cleaners, by segment, at current prices, 2017 and 2019
                                                                                  • Figure 43: Total US retail sales of household surface cleaners, by channel, at current prices, 2014-19
                                                                              • Appendix – Key Players

                                                                                  • Figure 44: Multi-outlet sales of toilet, tub & tile cleaners, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                  • Figure 45: Multi-outlet sales of all-purpose cleaners, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                  • Figure 46: Multi-outlet sales of specialized cleaners, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                  • Figure 47: Multi-outlet sales of furniture polish, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                              Household Surface Cleaners - US - October 2019

                                                                              £3,435.47 (Excl.Tax)