Household
Household Care

Household Care in the US

USA

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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.

Tables: 101  |  Publication date: Aug 2008
Cost: 
GBP1500.00

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  • 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

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