Providing the most comprehensive and up-to-date information and analysis of the Household Care Products market including the behaviors, preferences, and habits of the consumer.

Once in a generation, an event fundamentally alters how consumers shop. COVID-19 is such an event. The pandemic elevated the importance of both homecare and ecommerce. 56% of consumers have increased their online shopping compared to before the pandemic. For many, this shift will be permanent. But brick and mortar stores; especially mass merchandizers and grocery stores; found opportunity to expand their services for improved safety, convenience and community focus. Taken together, these changes present an occasion for homecare brands to acclimatize to the next normal with innovations for more cost-effective ecommerce, improved convenience and new claims and benefits.

Read on to discover more about the US Shopping for Household Care Products consumer market, read our Natural Household Consumer – US – 2021 report, or take a look at our other US Household And Home Market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior on shopping for household care.
  • The impact of online shopping for household care products and future role of ecommerce.
  • Important product attributes that influence the way consumers shop the category.
  • How makers and marketers can optimize the current strong category engagement for future benefit.

Covered in this report

Brands include: Comet, Zep, OxiClean, Mr. Clean, Lysol, Target, Walmart, Clorox.

Expert analysis from a specialist in the field

This report, written by Shannon Romanowski, a leading analyst in the Household And Home Market sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Pandemic-driven shopping behaviors caused havoc for retailers, brands and society at large. This led to shortages of household essentials that lasted for months. As household products gained importance amid the need to protect against the virus, the need to compensate for these shortages forced consumers to cast a wider net and expand their shopping horizons. This spurred ecommerce growth. As online shopping increased, consumers were exposed to new products and this will bring some DTC brands out of the shadows. But equally important is a historical precedent, where large consumer shifts toward ecommerce rarely reverse. Cleaning brands now have a window of opportunity to cater to these new shopping behaviors with new product and packaging formats that enhance convenience, while making ecommerce more accessible to more people.

Shannon Romanowski, Senior Director BPC and Household
Shannon Romanowski
Senior Director BPC and Household

Table of Contents

  1. Overview

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

    • Top takeaways
    • Market overview
      • Figure 1: Sole shopping responsibility, by marital status and gender, 2021
    • Impact of COVID-19 on shopping for household care products
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on shopping for household care products, 2021
    • COVID-19 fast tracks online shopping
      • Figure 3: Changes to online shopping, 2021
    • Consumers want innovation, but they remain frugal
    • In-store shopping will still be important; and for some, more than ever
      • Figure 4: Attitudes toward shopping, 2021
  3. The Market – Key Takeaways

    • Women shoulder responsibility for household care shopping
    • Pandemic changed how consumers use and shop for household care products
    • Younger population and families drive ecommerce for household care
  4. Target Audience by the Numbers

    • Purchases of household care products typically fall to one person
      • Figure 5: Shopping responsibility, 2021
    • Gender gap still exists
      • Figure 6: Shopping responsibility, by gender, 2021
    • Traditional shopping responsibilities fall into place with family-rearing
      • Figure 7: Shopping responsibility, by gender and age and parental status, 2021
    • Impact of COVID-19 on shopping for household care products
      • Figure 8: Short-, medium- and long-term impact of COVID-19 on shopping for household care products, 2021
  5. Market Factors

    • Unemployment spikes and confidence wavers because of pandemic
      • Figure 9: Consumer confidence and unemployment, 2000-2021
    • Younger population drives ecommerce shopping habits
      • Figure 10: Population aged 18 or older, by age, 2016-26
    • Families represent shrinking share of US households
      • Figure 11: Percent of households with children, 2010-20
    • Mobile shopping continues to escalate
      • Figure 12: Device used to shop online*, 2020
  6. Companies and Brands – Key Takeaways

    • Companies and retailers deal with supply chain issues
    • Private label persists
    • Adapting to ecommerce
    • Taking longer-term advantage of added category engagement
  7. Competitive Strategies

    • Brands pivot during pandemic
      • Figure 13: Household care product launches, by launch type, 2019-21
    • Pandemic circumstance drives private label
      • Figure 14: Select household categories, MULO one-year sales growth, private label vs market, latest available 12-month performance, 2018-21
      • Figure 15: Household care product launches, by private label, 2019-21
    • Household ecommerce will continue to grow
      • Figure 16: Changes to online shopping, 2021
  8. Market Opportunities

    • Optimizing pandemic-induced uptake in category engagement
    • Align products with lifestyle shifts
      • Figure 17: Safety and efficacy product attributes, 2021
    • Accelerate health and wellness strategies
      • Figure 18: Health product attributes, 2021
    • Leverage eco-friendly, sustainable attributes
  9. The Consumer – Key Takeaways

    • In-store shopping remains preferred channel
    • COVID-19 fast-tracked growth of online shopping
    • Walmart is most shopped retailer for household care products
    • Functional nature of category means price is paramount
    • eCommerce shopping continues to proliferate
    • Shoppers still want to see and touch products in-store
  10. Shopping Channels

    • In-store shopping continues to dominate
      • Figure 19: Shopping channels, 2021
    • Age and income are primary drivers for channel preferences
      • Figure 20: Shopping channels, by age, 2021
      • Figure 21: Shopping channels, by household income, 2021
    • Parents balance in-store and online shopping to meet their needs
      • Figure 22: Shopping channels, by parental status, 2021
  11. Changes to Online Shopping

    • COVID-19 spurs online shopping
      • Figure 23: Changes to online shopping, 2021
    • Time savings is a primary reason for online shopping shift
      • Figure 24: Reasons for shopping online more often, 2021
    • Young adults value time savings, older shoppers prioritize safety
      • Figure 25: Reasons for shopping online more often, by age, 2021
    • Less affluent shoppers motivated by price
      • Figure 26: Reasons for shopping online more often, by household income, 2021
    • Parents embrace convenience
      • Figure 27: Reasons for shopping online more often, by parental status, 2021
  12. Retailers Shopped

    • Traditional retailers shopped for household care products
      • Figure 28: Retailers shopped, 2021
    • Younger customers shop mass merchants and online retailers
      • Figure 29: Shop at mass merchandisers – NET, by age, 2021
    • Mass merchandisers appeal to lower-income households
      • Figure 30: Shop at mass merchandisers – NET, by household income, 2021
    • Parents take a multi-channel approach
      • Figure 31: Shop at mass merchandisers – NET, by parental status, 2021
  13. Important Product Attributes

    • Despite pandemic shifts, price and brand still wield the most influence
      • Figure 32: Product attributes, 2021
    • Layer product benefits for broadest appeal
      • Figure 33: TURF Analysis – Product attributes, 2021
      • Figure 34: TURF Analysis – Product attributes, 2021
    • Methodology
    • Young adults find value in natural and eco-friendly attributes
      • Figure 35: Product attributes, by age, 2021
    • Parents are key target for category growth
      • Figure 36: Product attributes, by parental status, 2021
  14. Online Shopping Behaviors

    • eCommerce shopping continues to proliferate
      • Figure 37: Online shopping behaviors, 2021
    • Use of shopping services heavier among younger consumers, though opportunity remains with older adults
      • Figure 38: Online shopping behaviors, by age, 2021
    • Convenience drives shopping behaviors among parents
      • Figure 39: Online shopping behaviors, by parental status, 2021
  15. Attitudes toward Shopping

    • In-store shopping remains critical to category growth
      • Figure 40: Attitudes toward shopping, 2021
    • Older shoppers take a hands-on approach to shopping
      • Figure 41: Attitudes toward shopping, by age, 2021
    • Help parents find what they need
      • Figure 42: Attitudes toward shopping, by parental status, 2021
  16. Appendix – Data Sources and Abbreviations

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

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