2020
9
US Household Packaging and Format Trends Market Report 2020
2021-01-05T03:00:40+00:00
OX987330
3695
129252
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Report
en_GB
“Homecare packaging is on the cusp of a renaissance. New materials and designs are driving improved ecommerce through lighter weight and more secure packaging, while simultaneously reducing the category’s environmental…

US Household Packaging and Format Trends Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the US Household Packaging and Format Trends market, including the behaviors, preferences and habits of the consumer.

Household care product packaging is the category’s unsung hero. Consumers give it little thought; but when packaging problems arise, it can render a product unusable. Among all packaging attributes, consumers most appreciate convenience benefits. Packaging that’s easy to open and easy to store top the list. However, packaging that’s easy to recycle, that ships efficiently and that communicates instructions, health warnings and ingredients is also essential. Increasingly, packaging type is driven by product format. As the industry moves to concentrate and unit dose formats, packaging will become smaller, more sustainable and affordable.

Read on to discover more details or take a look at all of our US Household, House and Home market research.

Quickly understand

  • The impact of COVID-19 on household packaging and format trends.
  • Competitive activity related to household packaging and format innovation.
  • Consumer attitudes and behaviors related to household packaging and formats.

Covered in this report

Brands featured: Charmin, Amazon, Truman’s, Dropps, Tide, Seventh Generation Zero Plastic, Splosh, Black + Berry, Target Everspring, Ecos, Lysol, Arm & Hammer, Toast, Flexible Pack and more.

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.

Homecare packaging is on the cusp of a renaissance. New materials and designs are driving improved ecommerce through lighter weight and more secure packaging, while simultaneously reducing the category’s environmental impact through reduced carbon footprints and easier recycling.
While consumers have historically paid little mind to homecare packaging, there is a growing desire for packaging that is easy to open and store, refillable and recyclable. Because COVID-19 has made this category more important, there is an opportunity to rethink packaging to further enhance sustainability and the usage experience.
Going forward, Mintel anticipates that new materials like high-density paper bottles and new label technologies that use augmented reality will improve packaging’s sustainability profile, communication capabilities and consumer engagement with household care products.

Jamie Rosenberg
Senior Global Analyst, Household and Personal Care

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • Impact of COVID-19 on household packaging and format trends
                  • Figure 1: Short, medium and long term impact of COVID-19 on household care and household packaging, December 2020
                • Opportunities and challenges
                  • An opportunity to trial new packaging and formats
                    • Support new shopping behaviors
                      • Convenient packaging is highly valued
                        • High tech labels enhance the brand story
                          • What to watch
                            • Push the material development envelope
                            • The Market – Key Takeaways

                              • There is still no sustainable packaging cure-all
                                • Growth in online shopping will change packaging requirements
                                  • A very uncertain economic picture
                                    • New paper structures show potential
                                    • Market Trends

                                      • Impact of COVID-19 on household packaging and format trends
                                          • Figure 2: Short, medium and long term impact of COVID-19 on household care and household packaging, December 2020
                                        • Lockdown
                                          • Reemergence
                                            • Recovery
                                            • Market Factors

                                              • There is still no sustainable packaging cure-all
                                                  • Figure 3: Packaging recycling rates by material, 2018
                                                • Growth in online shopping will change packaging requirements
                                                  • Figure 4: Total US retail ecommerce sales and forecast, at current prices, 2015-25
                                                  • Figure 5: Shopping more online during the pandemic, April 6-November 9, 2020
                                                • An uncertain economic picture
                                                  • Figure 6: US unemployment rate and underemployment rate, Jan 2019-Sept 2020
                                              • Market Opportunities

                                                • New paper structures show potential
                                                  • Figure 7: The paper bottle developed by ExoXpack and used by Carlsberg Brewing (Denmark)
                                              • Competitive Strategies – Key Takeaways

                                                • The pandemic has reversed some existing trends
                                                  • DTC brands develop packaging for better ecommerce
                                                    • P&G brings the cartridge format to single-use laundry care
                                                      • Metal shows signs of a comeback
                                                        • A slow transition to refillable packaging
                                                          • Packaging is evolving to complement ingredient transparency
                                                            • New printing techniques will improve communication and design
                                                              • Augmented reality labels tell the whole brand story
                                                              • Competitive Strategies

                                                                • The pandemic has reversed some consumer trends
                                                                  • Figure 8: Charmin Forever Roll, designed to last a full month
                                                                • DTC brands develop packaging for better ecommerce
                                                                    • Figure 9: Truman’s and Amazon’s cartridge-based spray cleaner systems
                                                                    • Figure 10: Dropps laundry brand
                                                                  • P&G brings the cartridge format to single-use laundry care
                                                                    • Figure 11: P&G’s new One Wash Miracle 3 oz, single-dose canister.
                                                                  • Metal shows signs of a comeback
                                                                      • Figure 12: Seventh Generation’s Zero Plastic cleaning portfolio
                                                                    • A slow transition to refillable packaging
                                                                      • Figure 13: Interest in refillable packaging, by age, April 2020
                                                                      • Figure 14: Brands with contrasting refill strategies, 2020
                                                                    • The US has seen some of the fastest refill growth
                                                                      • Figure 15: Surface cleaners, laundry and fabric care and dish care products with available refills, by region, 2015-October 2020
                                                                    • The US has the least-diverse refill formats
                                                                      • Figure 16: Global launches of household care refills by package type, 2020 (January-November)
                                                                    • Packaging is evolving to complement ingredient transparency
                                                                      • Figure 17: Brands with transparent packaging to convey ingredient transparency
                                                                    • Limited ingredients are a growing facet of transparency
                                                                      • Figure 18: Household care brands with limited ingredients
                                                                      • Figure 19: Interest in cleaning products with familiar natural ingredients, by age, April 2020
                                                                    • New printing techniques will improve communication and design
                                                                      • Figure 20: Toast Vodka prints directly on the bottle
                                                                    • Augmented reality labels tell the whole brand story
                                                                      • Figure 21: Flexible Pack’s augmented reality label
                                                                    • Liquid detergent packaging focuses on better dosing
                                                                      • Figure 22: Laundry detergent bottles calibrated for accurate dosing
                                                                    • Concentrated products are positioned on reduced plastic waste
                                                                      • Figure 23: P&G Eco-Box
                                                                      • Figure 24: Nature Clean laundry detergent strips
                                                                  • The Consumer – Key Takeaways

                                                                    • Household shoppers want convenience
                                                                      • Wipes are the most frequently used format
                                                                        • Performance and safety are top label attributes
                                                                          • Nearly half of consumers experience dispensing problems
                                                                            • Stackable products help pandemic pantry loading
                                                                              • Reducing product waste creates value for consumers
                                                                              • The Consumer

                                                                                • Packaging is integral to product performance
                                                                                • Preferred Packaging Attributes

                                                                                  • Convenience is still king
                                                                                    • Figure 25: Important packaging features, by rank, October 2020
                                                                                  • Seniors have the most issues opening packages
                                                                                    • Figure 26: Interest in easy-open packaging, by age, October 2020
                                                                                  • Childproof packaging is most preferred by…parents
                                                                                    • Figure 27: Interest in childproof packaging, by age of children in the house, October 2020
                                                                                • Preferred Product Formats

                                                                                  • Wipes have become the most frequently used format
                                                                                    • Figure 28: Use of and interest in household care formats, October 2020
                                                                                  • Use of convenience formats aligns with income and parental status
                                                                                    • Figure 29: Use of wipes and pods, by age, income and parental status, October 2020
                                                                                  • Nearly half of consumers experience dispensing problems
                                                                                    • Figure 30: Problems encountered with household care packaging, October 2020
                                                                                • Preferred Label Attributes

                                                                                  • Performance and safety are top label attributes
                                                                                    • Figure 31: Most looked for label information, October 2020
                                                                                    • Figure 32: Use of labels for safety warnings, by age, October 2020
                                                                                  • Seniors have trouble reading labels
                                                                                    • Figure 33: Problems reading labels, by age, October 2020
                                                                                • Attitudes toward Household Packaging and Formats

                                                                                  • Stackable products help pandemic pantry loading
                                                                                    • Figure 34: Attitudes toward household packaging and formats – Agree, October 2020
                                                                                  • Younger consumers are most averse to plastic packaging
                                                                                    • Figure 35: Society should phase out plastic packaging – Agree, by age, October 2020
                                                                                • Interest in Innovations

                                                                                  • Reducing product waste brings value to consumers
                                                                                    • Figure 36: Interest in household care packaging and format innovations, October 2020
                                                                                  • Low-income consumers interested in health and economy innovations
                                                                                      • Figure 37: Interest in select innovations, by household income, October 2020
                                                                                  • Appendix – Data Sources and Abbreviations

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

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