Household Care in the US
Euromonitor International's Household Care in the US market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 101 | Publication date: Aug 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
A mature US household care market
The US household care market is very mature and has reached saturation. There is not much scope for volume growth as the market has reached its limit in most categories. With low population growth, value growth is primarily a result of increased sales of higher priced, value added products. The US household care market grew slightly in current value terms in 2007, although growing at a lower rate than the current value review period CAGR. Air care was the best performer in household care in 2007. Consumers proved willing to pay extra for products with added benefit, such as Air Wick Freshmatic Mini, a smaller, more attractive version of Air Wick Freshmatic, which can be placed unobtrusively in bathrooms and bedrooms. Like the original, the Mini version can be set to spray a burst of fragrance at set intervals.
The growing “green” movement
More manufacturers and retailers are going “green” to engage the growing numbers of environmentally-aware consumers. The green movement is becoming mainstream, with the success of Al Gore’s award-winning 2006 documentary, “An Inconvenient Truth”. To reach this eco-aware audience Church & Dwight Co Inc launched Arm & Hammer Essentials, a laundry detergent made with plant-based surfactants, and The Procter & Gamble Co introduced Tide Pure Essentials with Baking Soda. In January 2008 The Clorox Co introduced Clorox Green Works, a line of “natural” household cleaners made with ingredients derived from coconuts and lemon oil. Retailers beyond Whole Foods Market and health food stores are now carrying “natural” household cleaners. As part of its initiative to reduce overall packaging by 5% by 2013, Wal-Mart announced in September 2007 that it would only sell concentrated liquid laundry detergents at US Wal-Mart discount stores, Supercenters, Sam’s Clubs and Neighborhood Markets from May 2008.
Unilever soon to exit US laundry care
The Procter & Gamble Co dominates laundry care through new product developments and continued marketing support for its leading brands such as Tide and Downy, making it difficult for other players to gain market share. Number two player Unilever Home & Personal Care USA lost value share in laundry care in 2007 despite the success of its All Small & Mighty 3x concentrated laundry detergent. Unilever announced in August 2007 that it wants to sell its US laundry care business which includes the All, Snuggle and Wisk brands. In July 2008 Vestar Capital Partners announced an agreement to purchase Unilever’s laundry care business in the US, Canada and Puerto Rico for US$1.45 billion. This business will be merged with Huish Detergents Inc which has been majority owned by Vestar since April 2007 and named The Sun Products Corporation.
Supermarkets/hypermarkets is the leading distribution channel
The supermarkets/hypermarkets channel which includes Wal-Mart Supercenters and Super Targets in addition to traditional supermarkets accounts for the largest share of total value sales of household care products in the US. This channel has been growing its share at the expense of small grocery retailers and mass merchandisers (Wal-Mart discount stores, Target), by opening more stores and converting some existing Wal-Mart discount stores into the Supercenter format. Consumers have responded positively to the low prices and convenience of one-stop shopping for food, household care, clothes and other products.
Minimal growth ahead
Household care is projected to experience a slight increase in constant value terms between 2007 and 2012. The forecast period is not expected to see volume gains due to the maturity of the household care market in the US. However, value sales are expected to grow slightly as manufacturers continue to introduce innovative, multi-benefit products for which they can charge higher prices. Manufacturers are also expected to increase unit prices in response to a rise in raw material and transportation costs.
Table of contents
HOUSEHOLD CARE IN THE US : MARKET INSIGHT
EXECUTIVE SUMMARY
A mature US household care market
The growing “green” movement
Unilever soon to exit US laundry care
Supermarkets/hypermarkets is the leading distribution channel
Minimal growth ahead
KEY TRENDS AND DEVELOPMENTS
Growing interest in green cleaning products
Safety concerns increasing
Procter & Gamble and private label continue to gain share
Consumers don’t like to clean
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - USA
CHURCH & DWIGHT CO INC - HOUSEHOLD CARE - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Church & Dwight Co Inc: Key Facts
Summary 3 Church & Dwight Co Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Church & Dwight Co Inc: Competitive Position 2007
CLOROX CO, THE - HOUSEHOLD CARE - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 The Clorox Co: Key Facts
Summary 6 The Clorox Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 The Clorox Co: Competitive Position 2007
METHOD PRODUCTS INC - HOUSEHOLD CARE - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Method Products Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
PHOENIX BRANDS LLC - HOUSEHOLD CARE - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Phoenix Brands LLC: Key Facts
Summary 10 Phoenix Brands LLC: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Phoenix Brands LLC: Competitive Position 2007
PRESTIGE BRANDS INTERNATIONAL INC - HOUSEHOLD CARE - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Prestige Brands International Inc: Key Facts
Summary 13 Prestige Brands International Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Prestige Brands International Inc: Competitive Position 2007
RECKITT BENCKISER INC - HOUSEHOLD CARE - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Reckitt Benckiser Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Reckitt Benckiser Inc: Competitive Position 2007
SC JOHNSON & SON INC - HOUSEHOLD CARE - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 17 SC Johnson & Son Inc: Key Facts
Summary 18 SC Johnson & Son Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 SC Johnson & Son Inc: Competitive Position 2007
SEVENTH GENERATION INC - HOUSEHOLD CARE - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Seventh Generation Inc: Key Facts
Summary 21 Seventh Generation Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
WD-40 CO - HOUSEHOLD CARE - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 22 WD-40 Co: Key Facts
Summary 23 WD-40 Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 WD-40 Co: Competitive Position 2007
LAUNDRY CARE IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Biological versus Non-biological Automatic Detergents: % Analysis 2007
Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 18 Sales of Laundry Aids by Type: Value 2002-2007
Table 19 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 20 Laundry Care Company Shares 2003-2007
Table 21 Laundry Care Brand Shares 2004-2007
Table 22 Laundry Detergents Company Shares 2003-2007
Table 23 Laundry Detergents Brand Shares 2004-2007
Table 24 Laundry Aids Company Shares 2003-2007
Table 25 Laundry Aids Brand Shares 2004-2007
Table 26 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 28 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 29 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 31 Dishwashing Products Company Shares 2003-2007
Table 32 Dishwashing Products Brand Shares 2004-2007
Table 33 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 34 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Surface Care by Subsector: Value 2002-2007
Table 36 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 37 Sales of Wipes by Type: Value 2002-2007
Table 38 Sales of Wipes by Type: % Value Growth 2002-2007
Table 39 Surface Care Company Shares 2003-2007
Table 40 Surface Care Brand Shares 2004-2007
Table 41 Wipes Company Shares 2003-2007
Table 42 Wipes Brand Shares 2004-2007
Table 43 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Chlorine Bleach by Type: % Value Analysis 2005-2007
Table 46 Sales of Chlorine Bleach: Value 2002-2007
Table 47 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 48 Chlorine Bleach Company Shares 2003-2007
Table 49 Chlorine Bleach Brand Shares 2004-2007
Table 50 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 51 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 53 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 54 Toilet Care Products Company Shares 2003-2007
Table 55 Toilet Care Products Brand Shares 2004-2007
Table 56 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 57 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Polishes by Subsector: Value 2002-2007
Table 59 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 60 Polishes Company Shares 2003-2007
Table 61 Polishes Brand Shares 2004-2007
Table 62 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 63 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CANDLES
SECTOR DATA
Table 64 Sales of Air Care by Subsector: Value 2002-2007
Table 65 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 66 Air Care Fragrances Rankings by Value 2006-2007
Table 67 Air Care Company Shares 2003-2007
Table 68 Air Care Brand Shares 2004-2007
Table 69 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 70 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Insecticides by Subsector: Value 2002-2007
Table 72 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 73 Spray Insecticides by Type: %Value Breakdown 2006-2007
Table 74 Insecticides Company Shares 2003-2007
Table 75 Insecticides Brand Shares 2004-2007
Table 76 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 77 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012