2021
9
US Household Surface Cleaners Market Report 2021
2021-10-07T04:11:12+01:00
OX1045261
2195
143334
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Report
en_GB
“We clean surfaces more often than anything else in our homes. Household surfaces are a primary destination for dirt and germs that can make us sick. For this reason, they…

US Household Surface Cleaners Market Report 2021

£ 2,195 (Excl.Tax)

Description

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

Across all household categories, surface cleaners have been most influenced by the pandemic. Consumers rely on household surface cleaners to clean and disinfect high-touch areas throughout the home. For that reason, the threat of COVID-19 transmission led to an unprecedented spike in usage frequency and sales of surface cleaners in the US. When the virus first struck, the household cleaning products industry quickly launched innovations certified to kill COVID-19. Those products were so successful that supply shortages ensued, forcing the US household cleaning industry to halt new product launches. The pandemic isn’t over, but with more than half of the US population vaccinated, brands are now thinking about success in the recovery. The market is recalibrating after the pandemic buying frenzy and delivering natural cleaning products and surface cleaners that are simultaneously more convenient and sustainable.

Read on to discover more about the US Household Surface Cleaners consumer market, read our US Shopping for Household Care Products Market Report 2021, or take a look at our other Household and Home research reports.

Quickly understand

  • COVID-19 has had an impact on consumer cleaning behavior.
  • Reach out to new consumer segments; launch new innovation for a more engaged consumer base; broaden the focus into wellness.
  • Category sales surge has made competition more dynamic.
  • Consumers are cleaning more often, and doubly so for parents.

The US Household Surface Cleaners report covers

Brands include: Reckitt, Clorox, P&G, SC Johnson & Son, Colgate-Palmolive, Church & Dwight, Weiman Products, Aunt Fannies, Hamilton Beach, Real Simple, Lysol, Microban, 9 Elements, Whirlpool.

Expert analysis from a specialist in the field

This report, written by Jamie Rosenberg, a leading analyst in the Household and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

We clean surfaces more often than anything else in our homes. Household surfaces are a primary destination for dirt and germs that can make us sick. For this reason, they are the focal point of consumers’ pandemic-era cleaning routine. This frequent cleaning made surface cleaners, and especially disinfectants, among the hardest to find consumer products during 2020. While sales growth and associated supply bottlenecks have lessened in 2021, fears of the Delta variant and unknown viral threats still to come will keep consumers vigilant. Sales will remain above pre-pandemic rates for the rest of the year.

Jamie Rosenberg, Senior Global Analyst, Household and Personal Care
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
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Surface cleaner sales are slowing, but will remain above pre-pandemic levels
    • Brands are banking on sustainability innovations
    • Speed is tied to both convenience and safety
    • Consumers want cleaners to restore surfaces and reduce cleaning occasions
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2016-26
    • Impact of COVID-19 on household surface cleaners
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on Household Surface Cleaners, September 2021
    • Opportunities and challenges
    • Promote germ management as a continuum of products and behaviors
    • Consumers are becoming more receptive to refills
      • Figure 3: Interest in refillable surface cleaning bottles, by age and gender, 2021
    • Hasten the convergence of ecommerce cost and sustainability innovation
  3. The Market – Key Takeaways

    • COVID-19 boosted sales; recovery growth rates will be above pre-pandemic levels
    • Impact of COVID-19 on the surface cleaning category
    • A triage mindset favors wipes, but polishing furniture can wait
    • The pandemic reset consumer channel preferences
  4. Market Size and Forecast

    • COVID-19 boosted sales; recovery growth rates will be above pre-pandemic levels
      • Figure 4: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2016-26
      • Figure 5: Total US sales and forecast of household surface cleaners, at current prices, 2016-26
    • Impact of COVID-19 on the surface cleaning category
  5. Segment Performance

    • A triage mindset favors convenience
      • Figure 6: Sales of household surface cleaners, by segment, 2019 and 2021
      • Figure 7: Historical and projected surface cleaner sales, by category, 2016 – 2026 (fore)
    • The pandemic reset consumer channel preferences
      • Figure 8: Total US retail sales of household surface cleaners, by channel, at current prices, 2019 and 2021
      • Figure 9: Percentage of household care shopping online, pre-pandemic vs during pandemic, 2020
  6. Market Factors

    • Consumer confidence takes a dip, but consumers will be receptive to innovation
      • Figure 10: Consumer confidence, 2000-2021
    • Inflation will further stress low-income consumers
      • Figure 11: Consumer Price Index change from previous period, 2020-21
    • Declining disposable personal income will change product preference
      • Figure 12: Disposable Personal Income change from previous period, 2010-21
  7. Companies and Brands – Key Takeaways

    • Reckitt takes the overall share lead
    • Private labels slide, while “other” brands grow
    • Brands bank on natural in a post-pandemic world
    • Yet there’s also a renewed focus on convenience
    • Promote germ management as a continuum of products and behaviors
  8. Market Share

    • Reckitt takes the overall share lead
    • Private labels slide, while “other” brands grow
    • Sales of household surface cleaners, by company
      • Figure 13: Multi-outlet sales of household surface cleaners, by leading companies, rolling 52-weeks 2020 and 2021
  9. Competitive Strategies

    • Partnerships will make surface cleaning easier and more natural
    • Clorox hopes air purifiers will complement its cleaning portfolio
    • Aunt Fannies launches probiotic surface cleaning wipes
      • Figure 14: Surface cleaning cloths/wipes, by leading companies, % sales change, 2020-21
      • Figure 15: Aunt Fannies Microcosmic Probiotic Power Cleaning Wipes
    • Clorox (wipes) will decompose
      • Figure 16: The Real Simple Collection and Clorox Compostable Wipes
    • Big brands bank on cartridge refills
      • Figure 17: Lysol Smart Citrus Breeze Scented Multi-Purpose Cleaner and Clorox Glass Cleaning System
      • Figure 18: Interest in refillable surface cleaning bottles, by age and gender, 2021
    • P&G takes Microban to new heights
      • Figure 19: Microban 24 Multi-Purpose Cleaner, Bathroom Cleaner and Sanitizing Spray
      • Figure 20: Interest in surface cleaners with antibacterial/antiviral and long-lasting properties, by gender, 2021
    • P&G hopes vinegar will be a hero ingredient
      • Figure 21: Expect familiar, natural ingredients, by gender, 2021
      • Figure 22: P&G’s 9 Elements
  10. Market Opportunities

    • Promote germ management as a continuum of products and behaviors
      • Figure 23: Post-pandemic surface cleaning goals, by age and gender and parental status, 2021
    • Consumers are becoming more receptive to refills
      • Figure 24: Interest in refillable surface cleaning products, by age and gender, 2021
    • There is a window of opportunity for higher-margin products
    • Hasten the convergence of ecommerce cost and sustainability innovation
  11. The Consumer – Key Takeaways

    • Desire for germ management remains strong, but specialized cleaners also gain
    • Convenient formats are used most frequently
    • Consumers want natural, but cleaning power is the price of entry
    • COVID-19 has driven brand switching
    • Consumers see restorative cleaners as a value add
  12. Household Surface Cleaner Usage and Frequency

    • Desire for germ management remains strong, but specialized cleaners also gain
    • Use of bleach and specialty cleaners grow
      • Figure 25: Clorox’s Instagram page showing how to disinfect with bleach, 2020
      • Figure 26: Use of household surface cleaners, by sub-category, 2020 vs 2021
      • Figure 27: Use of furniture polish by gender, age and income, 2021
      • Figure 28: Products used at least once per week, by sub-category, 2021
    • Parents are a prime consumer segment for wipes
      • Figure 29: Use of surface cleaning wipes at least weekly, by number of children, 2021
  13. Purchase Influencers

    • Above all, consumers want simplicity and efficacy
      • Figure 30: Important surface cleaner attributes, 2021
    • The desire for cleaning power, antibacterial and long-lasting properties is growing year over year
      • Figure 31: Select important attributes, by year, 2019-2021
    • TURF analysis shows consumers won’t compromise on performance
      • Figure 32: Turf analysis – purchase influencers, 2021
    • Parents are most enthusiastic about natural ingredients
      • Figure 33: Importance of natural ingredients, by children in household, 2021
    • Parents’ skepticism of natural shows untapped growth potential
      • Figure 34: Would use natural surface cleaners if they worked better, by children in household, 2021
  14. Shopping Behaviors

    • Tendencies toward the familiar were amplified during the pandemic
      • Figure 35: Shopping for household surface cleaners, 2021
    • Interest in refills is high
      • Figure 36: Interest in refillable surface cleaners, by age and gender, 2021
    • Larger families want different products to support the cleaning routine
      • Figure 37: Whirlpool’s Chore Club
      • Figure 38: Use different products for daily cleaning and periodic deep cleaning, by number of children in the house, 2021
  15. Attitudes toward Household Surface Cleaners

    • Some consumers could improve their disinfection knowledge
      • Figure 39: Attitudes towards surface cleaning products, 2021
    • Brands must balance convenience with sustainability
      • Figure 40: Convenience is more important than sustainability, by gender, age and income, 2021
  16. Post-Pandemic Behaviors

    • COVID-19 has driven brand switching
      • Figure 41: Post-pandemic homecare behaviors, 2021
    • Physical stores provide a social experience
      • Figure 42: Will go back to physical stores after the pandemic, by age, 2021
  17. Interest in Innovations

    • Restorative surface cleaners add value
      • Figure 43: Interest in surface cleaning innovations, 2021
    • Cleaning robots are still a niche for the rich
      • Figure 44: Interest and willingness to pay more for floor-scrubbing robots, by age and income, 2021
  18. Appendix – Data Sources and Abbreviations

    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  19. Appendix – The Market

      • Figure 45: Total US retail sales and forecast of household surface cleaners, at inflation-adjusted prices, 2016-26
      • Figure 46: Total US retail sales of household surface cleaners, by segment, at current prices, 2019 and 2021
      • Figure 47: Total US retail sales of household surface cleaners, by channel, at current prices, 2016-21
      • Figure 48: Total US retail sales of household surface cleaners, by channel, at current prices, 2019 and 2021
  20. Appendix –Companies and Brands

      • Figure 49: Multi-outlet sales of toilet, tub & tile cleaners, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 50: Multi-outlet sales of all-purpose cleaners, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 51: Multi-outlet sales of specialized cleaners, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 52: Multi-outlet sales of cleaning cloths/wipes, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 53: Multi-outlet sales of floor cleaners/wax removers, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 54: Multi-outlet sales of furniture polish, by leading companies and brands, rolling 52 weeks 2020 and 2021

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.

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*databooks not available with UK B2B Industry reports.

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