2020
9
US Evolving eCommerce: Household Care Market Report 2020
2020-08-27T16:12:20+01:00
OX987160
3695
123655
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Report
en_GB
“For years, ecommerce has been the retail sector’s growth engine. Online retailers have significantly outpaced their brick and mortar peers, and the COVID-19 pandemic has further accelerated that growth disparity.

US Evolving eCommerce: Household Care Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Evolving eCommerce: Household Care: Incl Impact of COVID-19 – US market, and the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Next to food, household care is the category where consumers have most prioritized spending since the onset of the COVID-19 pandemic. Cleaning is a way of preventing disease-causing germs, but in a world that’s increasingly uncertain, caring for the home is one of the few spheres of life where consumers still have a semblance of control. When we consider these trends in tandem with the unprecedented growth of ecommerce as the safer retail channel, household care products will see robust sales growth online. Changes in consumer purchase behavior have reached a milestone, where 66% of consumers have increased their purchase of household products online compared to 2019.

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Expert analysis from a specialist in the field

Written by Jamie Rosenberg, a leading analyst in the Household sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

For years, ecommerce has been the retail sector’s growth engine. Online retailers have significantly outpaced their brick and mortar peers, and the COVID-19 pandemic has further accelerated that growth disparity. When we consider this in tandem with recent and forthcoming technology changes that will make online shopping faster, more convenient, more intuitive and more experiential, it’s easy to foresee today’s rapid shift toward ecommerce becoming a permanent change in how consumers shop Jamie Rosenberg
Senior Global Analyst, Household & Personal Care

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Market context
          • Executive Summary

              • Top takeaways
                • Impact of COVID-19 on household care eCommerce
                  • Figure 1: Short-, medium- and long-term impact of COVID-19 on household ecommerce, August 2020
                • Opportunities and Challenges
                  • A historic migration to online retail
                    • Figure 2: Change in online shopping for household products, June 2019 and June 2020
                  • There’s an opportunity to attract more seniors to eCommerce
                    • Figure 3: Buy online more often because of COVID-19 concerns, by age, June 2020
                  • A blurring of the lines between big and small
                    • Purely online brands will gain exposure
                      • A packaging renaissance will make household products more shippable
                        • Shipping costs are still a barrier
                          • Reaching full eCommerce potential means closing the digital divide
                            • Brick & mortar private labels have opportunity online
                            • The Market – Key Takeaways

                              • The impact of COVID-19 on household eCommerce
                                • eCommerce will outgrow retail
                                  • Policy shifts will close the digital divide
                                  • Impact of COVID-19 on Household eCommerce

                                      • Figure 4: Short-, medium- and long-term impact of COVID-19 on household ecommerce, August 2020
                                    • Lockdown
                                      • Reemergence
                                        • Recovery
                                          • COVID-19: US context
                                          • Market Factors

                                            • Extraordinary economic pain
                                              • Figure 5: Unemployment, January 2007-June 2020
                                              • Figure 6: Financial health, by household income, July 15-July 22, 2020
                                              • Figure 7: Spending habits – higher priority, July 15-July 22, 2020
                                            • eCommerce will outgrow retail
                                              • Figure 8: Total US retail ecommerce sales and forecast, at current prices, 2015-25
                                            • Policy shifts will close the digital divide
                                            • Market Opportunities

                                              • Keep the momentum
                                                • Prepare for a new era of voice-driven shopping
                                                • Companies and Brands – Key Takeaways

                                                  • Packaging innovations align with growing eCommerce demand
                                                    • Big manufacturers explore DTC
                                                      • Walmart looks to challenge Amazon Prime
                                                        • Private labels have online growth potential
                                                          • Purpose-driven eCommerce gets a boost
                                                          • Competitive Strategies

                                                            • Packaging innovations align with growing eCommerce demand
                                                              • DTC models and packaging offer areas of innovation
                                                                • Figure 9: Truman’s cartridge-based spray cleaner systems and laundry pods
                                                                • Figure 10: Amazon’s Clean Revolution surface cleaner
                                                                • Figure 11: Percentage of shopping done online, pre-COVID and during COVID, June 2020
                                                              • Big manufacturers explore DTC
                                                                • Clorox focuses on in-house DTC development
                                                                  • Figure 12: Clorox Objective supplement brand
                                                                • P&G and SC Johnson are well positioned
                                                                  • Mass merchandisers also push into DTC
                                                                    • Figure 13: Driving factors for in-store DTC visits, by age, November 2019
                                                                  • Beyond DTC, private labels have online growth potential
                                                                      • Figure 14: Multi-outlet percent growth of household surface cleaners, by leading companies, rolling 52 weeks 2019
                                                                    • Walmart looks to challenge Amazon Prime
                                                                        • Figure 15: Online retailers for household products, June 2020
                                                                      • Purpose-driven ecommerce gets a boost
                                                                        • Figure 16: Screen capture showing Unilever’s COVID-19 relief efforts
                                                                        • Figure 17: Lysol Facebook video demonstrating how germs are spread
                                                                    • The Consumer – Key Takeaways

                                                                      • Trial of eCommerce leads to repeat purchases
                                                                        • Brands should use safety to entice seniors online
                                                                          • COVID-19 will reshape long-term shopping behaviors
                                                                            • Consumers shop their consciences in a crisis
                                                                              • Income still determines who shops online
                                                                                • The pandemic has created more “entry level” eCommerce shoppers
                                                                                • Online Shopping Frequency and Interest in eCommerce

                                                                                  • Household products have become part of consumers’ lifestyle strategy
                                                                                    • Figure 18: Spending habits – higher priority, June 25-July 7, 2020
                                                                                  • Consumers already buying online show a marked shift in channel preference
                                                                                    • Figure 19: Household product shopping habits by channel, June 2019 and June 2020
                                                                                  • Age and income are primary determinants for online shopping
                                                                                    • Figure 20: Purchase of household products by channel, by age and income, June 2020
                                                                                  • Paper is the top category for home delivery
                                                                                    • Figure 21: Purchase of household products by channel, by product category, June 2020
                                                                                  • Trial of eCommerce leads to repeat purchases
                                                                                    • Figure 22: Trial and interest in shopping online among in-store shoppers, June 2020
                                                                                  • Brands should use safety to entice seniors online
                                                                                    • Figure 23: Trial and interest in shopping online among in-store shoppers, by age, June 2020
                                                                                • Influence of COVID-19

                                                                                  • COVID-19 will reshape long-term shopping behaviors
                                                                                    • Figure 24: Changes in shopping behavior due to COVID-19, June 2020
                                                                                  • Consumers shop their consciences in a crisis
                                                                                    • Figure 25: Interest in buying household brands that support coronavirus relief efforts, by generation, June 2020
                                                                                  • Even big brands can help by thinking small and local
                                                                                    • Figure 26: Mentions of #supportsmallbusiness and #shoplocal on Instagram and Twitter, March 1-June 18, 2020
                                                                                • Online Channels Shopped

                                                                                  • Amazon is biggest and growing the fastest
                                                                                    • Figure 27: Online retailers shopped for household products, June 2020
                                                                                • Changes in Online Shopping

                                                                                  • A historic jump to eCommerce
                                                                                    • Figure 28: Change in online shopping for household products – 2019 vs 2020, June 2019 and June 2020
                                                                                  • Income still determines who shops online
                                                                                    • Figure 29: Purchase household products online – more often, by age and income, June 2020
                                                                                  • The pandemic has created more “entry level” eCommerce shoppers
                                                                                    • Figure 30: Purchase household products online – more often, by online shopping status, June 2020
                                                                                • Reasons for Shopping Online More Often

                                                                                  • Safety has become the top eCommerce driver
                                                                                    • Figure 31: Reasons for buying more household products online, June 2020
                                                                                  • Higher-income consumers are most likely to cite reduced shipping costs
                                                                                    • Figure 32: Increased online shopping because shipping has become less costly, by household income, June 2020
                                                                                  • COVID-19 drives older consumers online
                                                                                    • Figure 33: Buy online more often because of COVID-19 concerns, by age, June 2020
                                                                                • Attitudes and Behaviors toward Shopping Online

                                                                                  • Improve the online shopping experience
                                                                                      • Figure 34: Attitudes toward buying household care products online, June 2020
                                                                                    • A minority are willing to pay shipping costs
                                                                                      • Figure 35: Willingness to pay more for home delivery, by age and income, June 2020
                                                                                    • Parents are most willing to pay delivery fees
                                                                                      • Figure 36: Willingness to pay more for home delivery, by age of child, June 2020
                                                                                    • Online retailers make shopping lists easier
                                                                                      • Figure 37: Most common behaviors when shopping in-store vs online, June 2020
                                                                                    • Consumers increase use of eCommerce to stock up
                                                                                      • Figure 38: Stock-up and fill-in shopping behaviors, by channel, by age, June 2020
                                                                                  • Factors to Encourage More Online Shopping

                                                                                    • Cost and convenience are king
                                                                                      • Figure 39: Factors that would increase online shopping, June 2020
                                                                                    • Younger consumers want convenience benefits
                                                                                      • Figure 40: Convenience factors that would increase online shopping, by generation, June 2020
                                                                                      • Figure 41: Factors that would increase online shopping, by channel, June 2020
                                                                                  • Interest in Innovations

                                                                                    • The internet remembers, and that can be a good thing
                                                                                      • Figure 42: Interest in ecommerce innovations, June 2020
                                                                                    • New innovations should be targeted toward seniors
                                                                                      • Figure 43: Interest in ecommerce innovations – any agree, by generation, June 2020
                                                                                    • Parents are the most enthusiastic about convenience
                                                                                      • Figure 44: Interest in ecommerce innovations – any agree, by age of child, June 2020
                                                                                  • Appendix – Data Sources and Abbreviations

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

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