Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Shopping for Household Care Products Online - US - August 2019

"eCommerce in household care has developed slowly compared to most other CPG categories, but that’s about to change. The consumer demand to buy household products online is growing, while top brands and online retailers are becoming more proactive in developing packaging better suited for shipping.
Parallel to this, there has been an emergence of new strategies to improve consumer engagement in this historically low-involvement category with more emotionally compelling online product presentations. All told, the stars are aligning to the point where household product ecommerce will catch – and possibly surpass – other categories because the value proposition to shop online for household care products is very strong."
- Jamie Rosenberg, Senior Global Analyst, Household & Personal Care

This Report looks at the following areas:

  • Most household consumers are strictly in-store shoppers
  • Many consumers still prefer the in-store experience
  • Some consumers have concerns about packaging integrity

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Better late than never
          • The issues
            • Most household consumers are strictly in-store shoppers
              • Figure 1: Buy household products online vs in-store, June 2019
            • Many consumers still prefer the in-store experience
              • Some consumers have concerns about packaging integrity
                • Figure 2: Attitudes towards online household products shopping, June 2019
              • The opportunities
                • Household ecommerce has a strong value proposition
                  • Figure 3: Actual online purchase experience vs desire to buy online in the future, by product category, November 2018
                • Make ecommerce the choice for economizing consumers
                  • Figure 4: Reasons for buying more household products online, June 2019
                • Create packaging that is protective, standardized and environmentally friendly
                  • What it means
                  • The Market – What You Need to Know

                    • eCommerce is outpacing traditional retail
                      • Household products have the largest gap between desire to buy online and actual online purchase
                        • Parents will drive household ecommerce
                        • Market Factors

                          • eCommerce is outpacing traditional retail
                            • Household products still have untapped potential online
                              • Figure 5: Rate of online vs in-store purchase by product category, November 2019
                            • Household products have the largest gap between desire to buy online and actual online purchase
                              • Figure 6: Actual online purchase experience vs desire to buy online in the future, by product category, November 2018
                            • Parents will drive household ecommerce
                              • Figure 7: Interest in bundling online purchases of household products with other categories – Any agree (net), by age of children, June 2019
                          • Key Players – What You Need to Know

                            • Private labels from online retailers will be a game changer
                              • Packaging manufacturers are starting to address the problem
                                • Brands using a subscription-based refill model are also driving packaging innovation
                                  • Better shipping and more sustainable packaging
                                    • Create a more compelling online product presentation
                                    • Who’s Innovating?

                                      • Private labels from online retailers will be a game changer
                                        • Figure 8: Interest in buying toilet paper online if there were no shipping costs, by age and income, November 2018
                                      • Packaging for efficient shipping is a top innovation area
                                        • Packaging manufacturers are starting to address the problem
                                          • Brands using a subscription-based refill model are also driving packaging innovation
                                            • Better shipping and more sustainable packaging
                                              • P&G’s Tide is taking a cue from beverage dispensing
                                                • Create a more compelling online product presentation
                                                  • Cleaning for a new baby…and a better life
                                                    • Contextual shopping will play a growing role
                                                    • The Consumer – What You Need to Know

                                                      • Younger consumers and parents shop online the most
                                                        • Mobile shopping has become a preferred method of buying online
                                                          • Smart speakers will be the next frontier in online ordering
                                                            • Amazon drives ecommerce
                                                              • Nearly half of consumers are increasing their household ecommerce
                                                                • Convenience and savings top the list for reasons for buying more online
                                                                  • About one in four consumers are concerned about breakage in shipping
                                                                    • Bigger discounts and reduced fees would encourage more online shopping
                                                                      • Innovations for greater speed and efficiency rank highly
                                                                      • Online Shopping Frequency and Interest in eCommerce

                                                                        • Fast growth, but much untapped potential
                                                                          • Figure 9: Shopping for household products online vs in-store, June 2019
                                                                        • Younger consumers and parents shop online the most
                                                                          • Figure 10: Shopping for household products online vs in-store, by age, June 2019
                                                                          • Figure 11: Shopping for household products online vs in-store, by age of children, June 2019
                                                                        • Parents are the segment that most wants to switch to ecommerce
                                                                          • Figure 12: Experience and future intention to buy household products online, by parental status, June 2019
                                                                        • Consumers choose paper and aircare the most for home delivery
                                                                          • Figure 13: Shopping behavior by household care category, June 2019
                                                                      • Device Usage

                                                                        • Mobile shopping has become a preferred method of buying online
                                                                          • Figure 14: Internet connected device – Personal and household ownership, by generation, May 2018
                                                                          • Figure 15: Buy household products with a smartphone, by age, June 2019
                                                                        • Smart speakers will be the next frontier in online ordering
                                                                          • Figure 16: Online purchase of household products by device usage, June 2019
                                                                      • Online Channels Shopped

                                                                        • Amazon drives ecommerce
                                                                          • Figure 17: Online purchase of household products by channel, June 2019
                                                                        • Higher-income shoppers are more likely to shop Amazon and online warehouse stores
                                                                          • Figure 18: Online purchase of household products by channel, by age and income, June 2019
                                                                      • Drivers of Online Shopping

                                                                        • Nearly half of consumers are increasing their household ecommerce
                                                                          • Figure 19: Change in online shopping compared to last year, household products vs all ecommerce, June 2019 and November 2018
                                                                        • Who is increasing their online purchases?
                                                                          • Consumers under age 55 are increasing online purchases at roughly the same rate
                                                                            • Figure 20: Change in online household product shopping compared to last year, by age, June 2019
                                                                          • Middle-class consumers are also buying more online
                                                                            • Figure 21: Change in online household product shopping compared to last year, by household income, June 2019
                                                                          • Parents of older children are increasing online purchases the most
                                                                            • Figure 22: Change in online household product shopping compared to last year, by age of children in the house, June 2019
                                                                        • Reasons for Shopping Online More Often

                                                                          • Convenience and savings top the list for reasons for buying more online
                                                                            • Figure 23: Reasons for buying more household products online, June 2019
                                                                        • Attitudes and Behaviors toward Shopping Online

                                                                          • It’s still important to see products in person
                                                                            • Figure 24: Attitudes toward online household product shopping, June 2019
                                                                          • Older consumers like to see products before buying; younger consumers like the in-store experience
                                                                            • Figure 25: Attitudes toward in-store shopping, by age, June 2019
                                                                          • About one in four consumers are concerned about breakage in shipping
                                                                            • Figure 26: Concerned about failed packaging, by age, June 2019
                                                                          • Younger consumers are more experimental online shoppers
                                                                            • Figure 27: Habitual vs experimental household product shoppers, by age and gender, June 2019
                                                                          • Finding the deal is the top online behavior
                                                                            • Figure 28: Online shopping behaviors, June 2019
                                                                            • Figure 29: Online vs in-store shopping behaviors, June 2019
                                                                          • Online retail is used for both stocking up and filling in
                                                                            • Figure 30: Stock-up vs fill-in shopping online, by age and income, June 2019
                                                                        • Factors that Would Encourage More Online Shopping

                                                                          • Bigger discounts and reduced fees would encourage more online shopping
                                                                            • Figure 31: Factors that would encourage more online shopping, June 2018
                                                                          • Pocketbook-related factors are the most actionable for online retailers
                                                                            • Figure 32: TURF Analysis – Factors that would encourage more online shopping, June 2019
                                                                          • Methodology
                                                                          • Interest in Innovations

                                                                            • Innovations for greater speed and efficiency score highly
                                                                              • Figure 33: Interest in innovations, June 2018
                                                                            • Children drive interest in convenience innovations
                                                                              • Figure 34: Interest in innovations – Strongly agree, by age of children, June 2019
                                                                          • Appendix – Data Sources and Abbreviations

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

                                                                                  Shopping for Household Care Products Online - US - August 2019

                                                                                  £3,435.47 (Excl.Tax)