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Country Report

Home Care in

Home Care in the US

Feb 2019

US$2,650

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Home care records low value growth in 2018, despite rising disposable incomes

Consumers in the US experienced 4% growth in disposable incomes in 2018. In addition, the marginal decelerating population growth, among other factors, influenced the sales growth of home care.

Minor innovation efforts spearheaded by scents and add-ons to existing products

Innovation in new product formats was not prevalent in 2018 for home care. Manufacturers continued their investment into developing an increasing number of scents that can appeal to larger numbers of consumers.

Environmentally-aware consumers push for sustainable development

Manufacturers have responded to demands that the products they produce are safe for the environment. Many products are manufactured with eco-friendly packaging; Seventh Generation created a new bottle cap, which is 100% made from recycled plastic, while The Procter & Gamble Co created a new “Eco-box” that is easier and safer to ship, and is made with 60% less plastic, 30% less water and does not require secondary packaging or bubble wrap.

Demand for transparency and sustainability fulfilled by players

One important trend developing in home care is the importance of transparent ingredients disclosure. Seventh Generation has been a leader in this battle for many years and it is beginning to benefit from its efforts.

Convenience is vital for many consumers in the US

Consumers in the US are busier and time restricted, and therefore demand products that provide ease of use and convenience. This has reformed the purchasing decision process for many, and has led consumers to purchase products that will fit their busy lifestyles.

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Home Care Sample Report Home Care Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in USA for free:

The Home Care in USA market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Home Care in USA?
What are the major brands in USA?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in USA?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

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Home Care in the US

EXECUTIVE SUMMARY

Home care records low value growth in 2018, despite rising disposable incomes

Minor innovation efforts spearheaded by scents and add-ons to existing products

Environmentally-aware consumers push for sustainable development

Demand for transparency and sustainability fulfilled by players

Convenience is vital for many consumers in the US

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in the US

HEADLINES

PROSPECTS

Technology and “premium” air care gain ground

Ride hailing services and car sales are driving factors for car air fresheners

Candle air fresheners shifting in distribution

COMPETITIVE LANDSCAPE

Reckitt Benckiser increases presence with new release

Febreze achieves success with new launch

“Healthier” air care options witness increasing demand in 2018

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in the US

HEADLINES

PROSPECTS

Bleach faces mounting competition and feeling effects of negative reporting

Bleach usage gaining in popularity in some surface care applications

Traditional distribution channels continue to dominate bleach

COMPETITIVE LANDSCAPE

Scent becoming important even in bleach

Private label struggles to recover

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in the US

HEADLINES

PROSPECTS

Millennials value convenience and new experiences

Dishwashing tablets continues to dominate sales against traditional formats

Dishwashing sales through traditional channels continue to decline

COMPETITIVE LANDSCAPE

The Procter & Gamble Co’s product launch successful

Mixed fortunes for competitors

Large multinationals continue to deliver on their sustainability promises

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in the US

HEADLINES

PROSPECTS

Bed bugs, stink bugs, and flying insects continue to invade US homes during 2018

Home improvement and gardening stores continues growth as distribution channel

COMPETITIVE LANDSCAPE

Private label experiences strongest value growth of 2018

Natural, safe, and effective products gaining in popularity

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in the US

HEADLINES

PROSPECTS

Athletic wear, scent, and multifunctionality are most prevalent trends of 2018

Internal movements within laundry detergents highlight otherwise mature landscape

Laundry care sales migrate to non-traditional channels set to intensify

COMPETITIVE LANDSCAPE

Persil makes strong gains, but other brands struggle

The Procter & Gamble Co recognised for efficacy and safety of natural products

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018
Table 46 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 47 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 48 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 49 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 50 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 52 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in the US

HEADLINES

PROSPECTS

Focused applications lead to smaller brands in metal and furniture polish

Shoe polish unpopular with younger generation

COMPETITIVE LANDSCAPE

Shoe polish continues to be driven by Kiwi

Private label’s weak presence in polish

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2013-2018
Table 55 Sales of Polishes by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Polishes: % Value 2014-2018
Table 57 LBN Brand Shares of Polishes: % Value 2015-2018
Table 58 Forecast Sales of Polishes by Category: Value 2018-2023
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in the US

HEADLINES

PROSPECTS

Enhancing established brands is most common form of innovation in 2018

Internet retailing continues to record steady growth

COMPETITIVE LANDSCAPE

Private label witnesses strong growth in 2018

Wipes records best performance among surface care

The Procter & Gamble Co retains dominance of floor cleaning systems

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2013-2018
Table 61 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 64 NBO Company Shares of Surface Care: % Value 2014-2018
Table 65 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 68 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in the US

HEADLINES

PROSPECTS

In-cistern devices and rim blocks have greatest potential for the future

Bathrooms and specifically toilets need the most cleaning

Toilet cleaning systems sales decreasing

COMPETITIVE LANDSCAPE

Clorox and Lysol continue dominance through investing in scents

In-cistern devices comprises highest count of competitors

CATEGORY DATA

Table 70 Sales of Toilet Care by Category: Value 2013-2018
Table 71 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 72 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 73 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 74 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in the US

New Report Guarantee

Executive Summary

New Report Guarantee

Home care records low value growth in 2018, despite rising disposable incomes

Minor innovation efforts spearheaded by scents and add-ons to existing products

Environmentally-aware consumers push for sustainable development

Demand for transparency and sustainability fulfilled by players

Convenience is vital for many consumers in the US

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in the US

EXECUTIVE SUMMARY

Home care records low value growth in 2018, despite rising disposable incomes

Minor innovation efforts spearheaded by scents and add-ons to existing products

Environmentally-aware consumers push for sustainable development

Demand for transparency and sustainability fulfilled by players

Convenience is vital for many consumers in the US

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in the US

HEADLINES

PROSPECTS

Technology and “premium” air care gain ground

Ride hailing services and car sales are driving factors for car air fresheners

Candle air fresheners shifting in distribution

COMPETITIVE LANDSCAPE

Reckitt Benckiser increases presence with new release

Febreze achieves success with new launch

“Healthier” air care options witness increasing demand in 2018

CATEGORY DATA

Bleach in the US

HEADLINES

PROSPECTS

Bleach faces mounting competition and feeling effects of negative reporting

Bleach usage gaining in popularity in some surface care applications

Traditional distribution channels continue to dominate bleach

COMPETITIVE LANDSCAPE

Scent becoming important even in bleach

Private label struggles to recover

CATEGORY DATA

Dishwashing in the US

HEADLINES

PROSPECTS

Millennials value convenience and new experiences

Dishwashing tablets continues to dominate sales against traditional formats

Dishwashing sales through traditional channels continue to decline

COMPETITIVE LANDSCAPE

The Procter & Gamble Co’s product launch successful

Mixed fortunes for competitors

Large multinationals continue to deliver on their sustainability promises

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in the US

HEADLINES

PROSPECTS

Bed bugs, stink bugs, and flying insects continue to invade US homes during 2018

Home improvement and gardening stores continues growth as distribution channel

COMPETITIVE LANDSCAPE

Private label experiences strongest value growth of 2018

Natural, safe, and effective products gaining in popularity

CATEGORY DATA

Laundry Care in the US

HEADLINES

PROSPECTS

Athletic wear, scent, and multifunctionality are most prevalent trends of 2018

Internal movements within laundry detergents highlight otherwise mature landscape

Laundry care sales migrate to non-traditional channels set to intensify

COMPETITIVE LANDSCAPE

Persil makes strong gains, but other brands struggle

The Procter & Gamble Co recognised for efficacy and safety of natural products

CATEGORY INDICATORS

CATEGORY DATA