2020
9
US Household Surface Cleaners Market Report 2020
2020-10-29T03:02:55+00:00
OX987230
3695
126686
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Report
en_GB
“It is rare that household cleaning products have been deemed such a popular topic of conversation. Yet that is one of the outcomes of the COVID-19 health crisis that has…

US Household Surface Cleaners Market Report 2020

£ 3,695 (Excl.Tax)

Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Household Surface Cleaners – US market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

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

Never before have household surface cleaners experienced this
level of attention and popularity. Cleaning has become one of the
essential ways of preventing disease-causing germs, benefitting
every segment as these products have become a vital part of
consumers’ survival strategy. As long as the virus still poses a
risk, consumers will continue to focus on home hygiene and germ
elimination, sustaining demand for disinfectants while the less
versatile and more labor intensive smaller segments, like furniture
polish, will once again be challenged to prove value in the home,
particularly amid a recession.

Expert analysis from a specialist in the field

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

It is rare that household cleaning products have been deemed such a popular topic of conversation. Yet that is one of the outcomes of the COVID-19 health crisis that has maximized time spent at home and generated consumer enthusiasm toward cleaning and home hygiene. Growing safety and financial concerns, and changing values have spurred shoppers to clean and shop the category differently than they have in years past, and many consumers are likely to stick with these newfound behaviors and alternatives.
Rebecca Cullen
Household Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Market context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on household surface cleaners
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on household surface cleaners, October 2020
    • Opportunities and Challenges
    • Use the momentum to move cleaners from functional to facilitating lifestyles
    • A new class emerges
      • Figure 2: Impact of COVID-19 on cleaning routine, July 2020
    • Natural with proven efficacy will be viable long term
      • Figure 3: TURF Analysis – Household surface cleaner purchase influencers, July 2020
    • A focus on value amid recession
    • Appetite to purchase online will have some longevity
      • Figure 4: Changes in shopping behavior, by age, July 2020
  3. The Market – Key Takeaways

    • Unprecedented popularity gives category strong lift
    • A focus on clean and extended time at home boost all segments
    • Shifts in cleaning could be permanent; this recession is not like the others
    • A new class of products emerge; technology will provide peace of mind
    • Make education entertaining and engaging to build loyalty
  4. Market Size and Forecast

    • COVID-19 gives household surface cleaner sales a temporary lift
      • Figure 5: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2015-25
      • Figure 6: Total US retail sales and forecast of household surface cleaners, at current prices, 2015-25
      • Figure 7: Key drivers affecting Mintel’s market forecast, 2019-25 (prepared on September 30, 2020)
    • Impact of COVID-19 on household surface cleaners
      • Figure 8: Short-, medium- and long-term impact of COVID-19 on household surface cleaners, July 2020
    • Lockdown
    • Reemergence
    • Recovery
    • COVID-19: US context
  5. Segment Performance

    • Focus on home and hygiene benefits all segments
      • Figure 9: Total US retail sales of household surface cleaners, by segment, at current prices, 2018 and 2020
    • Panic buying benefits all retailers
      • Figure 10: Total US retail sales of household surface cleaners, by channel, at current prices, 2015-20
  6. Market Factors

    • Pre-pandemic cleaning routines may be a thing of the past
    • Panic buying, economic impact of pandemic drive brand switching
      • Figure 11: Changes in cleaning and shopping routine due to COVID-19, July 2020
      • Figure 12: Select changes in shopping routine due to COVID-19, by age, July 2020
    • Saving lives over saving money (for now)
    • Shifts in households will impact product preferences, usage
  7. Market Opportunities

    • Evolve disinfecting claims
      • Figure 13: Lysol MaXcover Disinfectant Mist
    • Eco-responsibility remains in peripherals
      • Figure 14: Seventh Generation Zero Plastic, September 2020
    • Technology as a means of chemical-free disinfection
    • Maintain momentum by reinventing household care: educate and empower
      • Figure 15: Clorox instagram
  8. Companies and Brands – Key Takeaways

    • Reckitt closes in on Clorox; private label continues growth trajectory
    • New shopping behaviors fuel ecommerce, DTC
    • Green is no longer niche; long-lasting will be a key claim
  9. Market Share

    • The strong get stronger: Clorox and Reckitt gain on top products
    • Private label maintains momentum
    • Sales of household surface cleaners by company
      • Figure 16: US multi-outlet sales of household surface cleaners, by leading companies, rolling 52 weeks 2019 and 2020
  10. Competitive Strategies

    • Household ecommerce untapped potential for growth
    • DTC challenger brands set example for leading brands
    • Green niche is mainstreaming
      • Figure 17: US MULO sales of select Method and Mrs. Meyers, rolling 52 weeks 2019 and 2020
      • Figure 18: Mainstream leaders launch natural lines
    • Long-lasting claims satisfy both short- and long-term needs
  11. The Consumer – What You Need to Know

    • Health fears, convenience fuel product usage, frequency
    • Germ mitigation trails cleaning power by small margin
    • Consumers are habitual shoppers
    • Educating key targets can help build loyalty
    • COVID-19 will reshape long-term cleaning, shopping behaviors
  12. Household Surface Cleaner Usage and Frequency

    • Focus on home hygiene drives disinfectant usage
      • Figure 19: Repertoire analysis – repertoire of product usage, July 2020
      • Figure 20: Household surface cleaner usage, July 2020
    • Help younger adults build out inventory and routine
      • Figure 21: Repertoire of product usage, by age, and parental status, July 2020
    • Usage frequency supports need for ad hoc formats
      • Figure 22: Household surface cleaner usage frequency, by sub-category, July 2020
  13. Household Surface Cleaner Purchase Influencers

    • Focus on home hygiene and safety elevates importance of disinfection
      • Figure 23: Purchase influencers, July 2020
    • Versatility, natural disinfection extend appeal to wide audience
      • Figure 24: Clorox Clean-Up Original Cleaner + Bleach, Seventh Generation Disinfecting Wipes
      • Figure 25: TURF Analysis – purchase influencers, July 2020
    • Safety remains a key attribute for younger adults
      • Figure 26: Select purchase influencers, by age, July 2020
  14. Household Surface Cleaner Purchase Behaviors and Attitudes

    • Habits die hard, especially for household surface cleaners
      • Figure 27: Household surface cleaner purchase attitudes and behaviors, July 2020
    • Younger adults show interest in eco-ethical options
    • Older adults’ habitual shopping could make them a target for refill
      • Figure 28: Select household surface cleaner purchase attitudes and behaviors, by age, July 2020
  15. Attitudes toward Household Surface Cleaners

    • Mind the knowledge gap: build loyalty through education
      • Figure 29: Attitudes toward household surface cleaners, July 2020
      • Figure 30: Disinfectant attitudes and behaviors, by age, July 2020
    • Natural growth will be fueled by younger adults
      • Figure 31: Attitudes toward natural disinfectants, by age, parental status, race and Hispanic origin, July 2020
  16. Changes in Cleaning and Shopping Behavior

    • Pandemic will reshape long-term cleaning and shopping behaviors
      • Figure 32: Changes in cleaning and shopping behavior due to COVID-19, July 2020
    • Shift to online, brand switching heavier among younger adults
      • Figure 33: Select shopping behaviors due to COVID-19, by age, July 2020
  17. Appendix – Data Sources and Abbreviations

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

      • Figure 34: Total US sales and forecast of household surface cleaners, at inflation-adjusted prices, 2015-25
  19. Appendix – Key Players

      • Figure 35: US multi-outlet sales of toilet, tub & tile cleaners, by leading companies and brands, rolling 52 weeks 2019 and 2020
      • Figure 36: US multi-outlet sales of all-purpose cleaners, by leading companies and brands, rolling 52 weeks 2019 and 2020
      • Figure 37: US multi-outlet sales of specialized cleaners, by leading companies and brands, rolling 52 weeks 2019 and 2020
      • Figure 38: US multi-outlet sales of cleaning cloths/wipes, by leading companies and brands, rolling 52 weeks 2019 and 2020
      • Figure 39: US multi-outlet sales of floor cleaners/wax removers, by leading companies and brands, rolling 52 weeks 2019 and 2020
      • Figure 40: US multi-outlet sales of furniture polish, by leading companies and brands, rolling 52 weeks 2019 and 2020

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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