“While the future of the US and global economy remains unclear, we should not expect that the resolution of the COVID-19 pandemic will be a return to 2019 reality. Many players are understandably focused on reacting to short-term challenges and demands presented by the circumstances, such as meeting the consumer need for disinfection and hygiene, but it will also be important to take forward-looking measures to prepare for the future.

The household and personal care markets will remain relatively stable in the coming year, as consumers rely on these essentials to maintain their personal and environmental hygiene. A focus on hygiene and safety will win consumers’ attention in the short term, however as fears and uncertainties subside, natural and environmental interests will re-emerge as key defining purchase factors. In the medium term, consumers will still be hesitant to resume to their typical behaviors and will look to experts for guidance on what works and what is safe to use. Brands that can balance natural ingredients with efficacy claims will win in the longer term.

Within the home care space, stay-in-place mandates are forging a stronger home connection and spurring a range of home projects in the short term, but the pandemic and subsequent recession could limit category participation in the medium term. Still, Americans will have an appetite for home projects, fueling their desire to undertake smaller, discretionary projects to create a space that meets lifestyle and functional needs while still being obtainable within recession-time budgets in the longer term.”

– Rebecca Cullen, Senior Household Care Analyst

Table of Contents

  1. Overview

    • Definition
      • Economic assumptions
        • COVID-19: US context
        • Executive Summary

          • Analyst Perspective: COVID-19 and Household, Home Care and Personal Care
              • Figure 1: Impact of COVID-19 on household care, home care and personal care categories, June 2020
            • Segment performance: Household care
                • Figure 2: Consumer spending on household care, at current prices, 2010-25
              • Segment performance: Home care
                  • Figure 3: Consumer spending on home care, at current prices, 2010-25
                • Segment performance: Personal care
                  • Figure 4: Consumer spending on personal care, at current prices, 2010-25
              • The Impact of COVID-19 on Consumers

                • The state of COVID-19
                  • Americans settle into the next normal
                    • Figure 5: Coronavirus lifestyle changes, March – April 2020
                  • Recessionary times will bring slower growth
                      • Figure 6: Consumer spending on personal care and household products, monthly, 2006-10
                      • Figure 7: US homeownership rate, 1965-2019
                    • Lessons from China
                        • Figure 8: China: frequency of doing the following activities in the last month, % of every day or almost every day, Feb-May 2020
                      • Mintel Trend Drivers
                          • Figure 9: Mintel Trends Drivers
                        • Wellbeing
                          • Value
                            • Surroundings
                            • The Impact of COVID-19 on Household Care

                              • The household care market will grow slowly through 2025
                                • Figure 10: Consumer spending on household care, at current prices, 2010-25
                              • Cleaning a positive pastime
                                • Household shopping traditionally occurred in-store
                                  • Cleaning during COVID-19 focuses on disinfection
                                    • Figure 11: Cleaning habits amid covid-19, April 2020
                                  • Americans empty store shelves but will return to normal over time
                                    • Figure 12: Social mentions of Lysol and Clorox, March 1, 2020 – April 21, 2020
                                  • Short-term Changes to Household Care
                                    • Germs remain public enemy number one
                                      • Meeting consumer needs
                                        • Figure 13: Important household cleaning product claims amid COVID-19, April 2020
                                      • Growing focus on hygiene will bleed into new categories
                                        • Meeting consumer needs
                                          • Air quality will be a bigger focus
                                            • Meeting consumer needs
                                              • Figure 14: Vogmask
                                            • Medium-term Changes to Household Care
                                              • COVID-19 will further disrupt the competitive landscape
                                                • Meeting consumer needs
                                                  • Home DTC brands gain new audiences
                                                    • Meeting consumer needs
                                                      • Figure 15: Peach toilet paper
                                                    • Science will lead the way to safer products
                                                      • Meeting consumer needs
                                                        • Longer-term Changes to Household Care
                                                          • Environment may be on the backburner, but not for long
                                                            • Meeting consumer needs
                                                              • Health and wellbeing will remain a priority long term
                                                                • Meeting consumer needs
                                                                  • Renewed focus on value
                                                                    • Meeting consumer needs
                                                                      • Figure 16: US launches of household products*, national brand vs private label, 2014-19
                                                                  • The Impact of COVID-19 on Home Care

                                                                    • The home care market is expected to take a hit
                                                                      • Figure 17: Consumer spending on home care, at current prices, 2010-25
                                                                    • Pandemic “free time” leads to homebound improvement
                                                                      • Short-term Changes to Home Care
                                                                        • A redefined relationship with home
                                                                          • Meeting consumer needs
                                                                            • Hobbies, shopping habits bring new relevance to appliance features in short term
                                                                              • Meeting consumer needs
                                                                                • Medium-term Changes to Home Care
                                                                                  • A new focus on sustainable living
                                                                                    • Meeting consumer needs
                                                                                      • Slow economic recovery will drive smaller projects
                                                                                        • Meeting consumer needs
                                                                                          • Longer-term Changes to Home Care
                                                                                            • Digital migration could lead to further channel disruption
                                                                                              • Meeting consumer needs
                                                                                              • The Impact of COVID-19 on Personal Care

                                                                                                • The personal care market will continue growing
                                                                                                  • Figure 18: Consumer spending on personal care, at current prices, 2010-25
                                                                                                • Focus on personal hygiene during COVID-19
                                                                                                  • The “next normal” personal care routine
                                                                                                    • Short-term Changes to Personal Care
                                                                                                      • Outside players pivot to meet personal care needs
                                                                                                        • Meeting consumer needs
                                                                                                          • Natural with alcohol offers a winning duo
                                                                                                            • Meeting consumer needs
                                                                                                              • Figure 19: Raw sugar
                                                                                                            • Medium-term Changes to Personal Care
                                                                                                              • Subscription services, DTC brands fill distribution gap in short term
                                                                                                                • Meeting consumer needs
                                                                                                                  • Figure 6: Touchland
                                                                                                                • Support self-care as part of holistic health
                                                                                                                  • Figure 20: Popular self-care and quarantine hashtags from US social media, March 1, 2020 – April 21, 2020
                                                                                                                • Meeting consumer needs
                                                                                                                  • DIY services become a viable solution to meet consumers at home
                                                                                                                    • Meeting consumer needs
                                                                                                                      • Longer-term Changes to Personal Care
                                                                                                                        • A new level of transparency
                                                                                                                          • Meeting consumer needs
                                                                                                                            • Closing the value gap
                                                                                                                              • Meeting consumer needs
                                                                                                                                • Shift back to leading with expertise
                                                                                                                                  • Meeting consumer needs
                                                                                                                                    • Social and environmental awareness
                                                                                                                                      • Meeting consumer needs
                                                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                                                        • Data sources
                                                                                                                                          • Consumer survey data
                                                                                                                                            • Consumer qualitative research
                                                                                                                                              • Abbreviations and terms
                                                                                                                                                • Abbreviations
                                                                                                                                                • Appendix – The Market

                                                                                                                                                    • Figure 21: US launches of surface cleaning products, national brand vs private label, 2014-19

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