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Shopping for Household Care Products - US - August 2019

"The routine nature of shopping for household care products remains a challenge for category competitors, with cost, convenience and brand still dictating purchases. Yet younger shoppers express a willingness to try new products, particularly those that meet their natural and eco-friendly interests. While the majority of household care purchases still happen in-store, consumers continue to slowly migrate online for research and purchases, which opens opportunities for brands to get in front of and engage consumers."

- Rebecca Cullen, Household Care Analyst

This report will look at the following areas:

  • Price, routine guides purchases
  • Brands challenged to encourage increased spend

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Price, routine guides purchases
            • Figure 1: Select purchase influencers, select approaches to shopping, April 2019
          • Younger adults, parents multichannel shoppers
            • Figure 2: Repertoire of retailers shopped, by age, parental status, April 2019
          • Brands challenged to encourage increased spend
            • Figure 3: Willingness to spend more for higher quality, by age, age of child(ren) in household, April 2019
          • The opportunities
            • Don’t diminish women’s place in the home
              • Figure 4: Shopping responsibilities, by gender and age, April 2019
            • Breaking the routine: encourage shoppers to experiment and spend
              • Figure 5: Willingness to try new products, by age, race and Hispanic origin, parental status, April 2019
            • Invest in eCommerce
              • Figure 6: Select attitudes toward online shopping, April 2019
            • Natural, sustainable claims will reach health- and eco-conscious consumers
              • Figure 7: Select purchase influencers, approach to shopping, April 2019
            • What it means
            • The Market – What You Need to Know

              • Mature household category sees slow growth
                • Demographic and societal shifts impact category
                • Market Perspective

                  • Across categories, growth remains slow
                    • Figure 8: Total US sales and forecast of household paper products, home laundry products, household surface cleaners, dishwashing products, at current prices, 2018-23 (fore)
                • Market Factors

                  • Demographic, societal shifts impact household shopping behaviors
                  • Key Players – What You Need to Know

                    • Scent, natural ingredients have strong influence in category
                      • Intensified retail competition
                        • The environment will be front and center
                        • What’s Happening?

                          • Brands, retailers look to capture “clean and natural” shoppers
                            • Figure 9: Everspring 100% recycled bath tissue, US 2019
                            • Figure 10: Household care product launches featuring natural claims, 2014-19
                          • Scent or no scent: that is the question
                            • Figure 11: Clorox Free & Clear bleach free hard surface daily wipes, Harris Teeter Your Home free and clear fabric softener sheets, US, 2019
                          • “Clean” cleaning movement drives ingredient trends
                            • Figure 12: Seventh Generation free & clear all purpose cleaner, Dufunkify unscented active wash laundry detergent, Ajax Ultra vinegar and lime dish liquid, US, 2019
                        • What’s Next?

                          • Retail landscape becomes more competitive
                            • Subscription services must evolve in face of challenges
                              • Figure 13: Purchase through household subscription service, interest in trying subscription service for natural products, by age, Black and Hispanic consumers, parental status, April 2019
                            • Mass retailers make it easier, faster to get products
                              • But supermarkets up the ante
                                • Water, waste issues will create opportunities for greener growth
                                  • Figure 14: Procter and Gamble Instagram page
                              • The Consumer – What You Need to Know

                                • Shopping responsibilities fall on women, regardless of race
                                  • Category purchases guided by price, brand
                                    • Younger shoppers shop across retailers, channels
                                      • Unsurprisingly, younger adults find more benefits to shopping online
                                        • Household category hindered by habitual shopping
                                          • Interest in innovations, services peaks among younger shoppers
                                          • Household Care Product Shopping Responsibilities

                                            • Shopping responsibilities fall primarily on women’s shoulders
                                              • Figure 15: Shopping responsibilities, by gender and age, April 2019
                                            • In multicultural households, women more likely to be primary shopper
                                              • Figure 16: Shopping responsibilities, by gender and race, April 2019
                                          • Purchase Influencers

                                            • Price, familiar brand guides purchases
                                              • Figure 17: Purchase influencers, April 2019
                                            • Natural ingredients outrank fragrance
                                              • Figure 18: TURF Analysis – Purchase influencers, April 2019
                                            • Methodology
                                              • Ingredient, safety concerns stronger among younger generations
                                                • Figure 19: Select purchase influencers, by age, April 2019
                                                • Figure 20: Select purchase influencers, by age of child(ren) in household, April 2019
                                              • Brand, fragrance key for Black shoppers, health claims reach Hispanics
                                                • Figure 21: Select purchase influencers, by race and Hispanic origin, April 2019
                                            • Retailers Shopped

                                              • Traditional channels, in-store purchases dominate
                                                • Figure 22: Repertoire of retailers shopped, April 2019
                                                • Figure 23: Retailers shopped, April 2019
                                              • Younger shoppers, parents multichannel shoppers
                                                • Figure 24: Select retailers shopped, by age, parental status, April 2019
                                                • Figure 25: Repertoire of retailers shopped, by age, parental status, April 2019
                                            • Attitudes toward Online Shopping

                                              • Mixed attitudes toward online reveal opportunities and challenges
                                                • Figure 26: Attitudes toward online shopping, April 2019
                                              • Younger online shoppers appreciate a range of factors
                                                • Figure 27: Select attitudes toward online shopping, by age, April 2019
                                              • Men, particularly dads, go online for better prices, want faster delivery
                                                • Figure 28: Select attitudes toward online shopping, by parental status (presence of children under 18) by gender, April 2019
                                            • Approach to Shopping

                                              • Household category plagued by habitual shopping
                                                • Figure 29: Approach to shopping, April 2019
                                              • Older adults brand loyal, purchase to replace while younger experiment
                                                • Figure 30: Approach to shopping, by age, April 2019
                                              • Presence of younger children increases willingness to try products
                                                • Figure 31: Approach to shopping, by age of child(ren) in household, April 2019
                                            • Interest in Innovations and Services

                                              • Natural, ecofriendly ambitions reflected in interest in innovations
                                                • Figure 32: Interest in innovations and services, April 2019
                                              • Young adults, parents interested and willing to try
                                                • Figure 33: Any trial or interest in innovations and services (net), by age, parental status, April 2019
                                              • Hispanic consumers overindex for all natural, ecofriendly products
                                                • Figure 34: Any trial or interest in select innovations and services (net), by race and Hispanic origin, April 2019
                                            • Appendix – Data Sources and Abbreviations

                                              • Consumer survey data
                                                • Abbreviations and terms
                                                  • Abbreviations

                                                  Shopping for Household Care Products - US - August 2019

                                                  £3,435.47 (Excl.Tax)