Home Care in the US

April 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in USA report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in USA?
  • Which are the leading brands in Home Care in USA?
  • How are products distributed in Home Care in USA?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in the US

Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Air Care in the US

KEY DATA FINDINGS

Demand for air care softens, seeing decline for the first time since 2009
Refillable options target sustainability, as consumers’ concern for the environment deepens
Gel air fresheners continues its downward trajectory as competition from other air care products increases
Wellness trend will continue to favour air care, as economic uncertainty causes stress
Subscription options set to grow as convenience and lower prices attract consumers
Luxury smart alternatives in electric air fresheners to gain share in the forecast period
Table 11 Sales of Air Care by Category: Value 2017-2022
Table 12 Sales of Air Care by Category: % Value Growth 2017-2022
Table 13 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 14 NBO Company Shares of Air Care: % Value 2018-2022
Table 15 LBN Brand Shares of Air Care: % Value 2019-2022
Table 16 Forecast Sales of Air Care by Category: Value 2022-2027
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2022-2027

Bleach in the US

KEY DATA FINDINGS

Bleach declines below pre-pandemic levels
Walmart’s Great Value gains share due to price increases
Clorox remains the leader in bleach despite seeing a decline in value sales
Long-term decline for bleach expected to continue
E-commerce set to continue to decline in bleach in 2023
Alternatives will continue to rise and take share from traditional bleach
Table 18 Sales of Bleach: Value 2017-2022
Table 19 Sales of Bleach: % Value Growth 2017-2022
Table 20 NBO Company Shares of Bleach: % Value 2018-2022
Table 21 LBN Brand Shares of Bleach: % Value 2019-2022
Table 22 Forecast Sales of Bleach: Value 2022-2027
Table 23 Forecast Sales of Bleach: % Value Growth 2022-2027

Dishwashing in the US

KEY DATA FINDINGS

Dishwashing grows slightly, driven by price increases, and offset by automatic dishwashing powders
Dishwashing tablets continues to grow as dishwasher penetration remains high
Home-cooking increases due to healthy eating trend and economic uncertainty
Self-cleaning small appliances could disrupt the category in the forecast period
Sustainable initiatives around dishwashing will continue to gain visibility
Growth in hand dishwashing tied to innovation as dishwasher penetration continues to grow
Table 24 Household Possession of Dishwashers 2017-2022
Table 25 Sales of Dishwashing by Category: Value 2017-2022
Table 26 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 27 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 28 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 29 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027

Home Insecticides in the US

KEY DATA FINDINGS

Home insecticides grows, driven by spray/aerosol insecticides
SC Johnson bets on natural insecticides as consumers’ awareness of cleaner products increases
Procter & Gamble bets on home insecticides that target insects’ nervous system and trap with UV light
Growth expected for home insecticides
Chemical-based insecticides to struggle in the forecast period as new sustainable alternatives gain share
Despite new technologies, insecticide baits set to maintain a volume decline
Table 31 Sales of Home Insecticides by Category: Value 2017-2022
Table 32 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 34 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 35 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 36 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027

Laundry Care in the US

KEY DATA FINDINGS

Brands strengthen in 2022, but 2023 might show a different picture
Procter & Gamble’s Downy Rinse & Refresh bets on odour removal, exploring a new category and threatening softeners
Large sizes benefit in 2022, as a money-saving alternative
Sustainable brands and products to continue gaining strength
Cold water cycles gaining importance at a time of economic uncertainty
Multipurpose products to win amongst cost-aware consumers
Table 38 Household Possession of Washing Machines 2017-2022
Table 39 Sales of Laundry Care by Category: Value 2017-2022
Table 40 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 41 Sales of Laundry Aids by Category: Value 2017-2022
Table 42 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 43 Sales of Laundry Detergents by Category: Value 2017-2022
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2017-2022
Table 46 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 47 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 48 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 49 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 50 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 52 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027

Polishes in the US

KEY DATA FINDINGS

Shoe polish sees the steepest decline due to changing work and style
E-commerce share only slightly declines, despite consumers returning to stores
SC Johnson still holds the majority of share within polishes
Polishes set to decline throughout the forecast period
Natural and DIY options to gain strength as consumers look for sustainable alternatives
Table 54 Sales of Polishes by Category: Value 2017-2022
Table 55 Sales of Polishes by Category: % Value Growth 2017-2022
Table 56 NBO Company Shares of Polishes: % Value 2018-2022
Table 57 LBN Brand Shares of Polishes: % Value 2019-2022
Table 58 Forecast Sales of Polishes by Category: Value 2022-2027
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2022-2027

Surface Care in the US

KEY DATA FINDINGS

Lysol remains the leader in home care disinfectants, despite losing share as consumers clean weekly instead of daily
Demand for disinfecting and sanitising wipes softens, with incumbent brands maintaining dominance
Multipurpose cleaners grows as consumers prefer versatile products
Private label will continue to strengthen as consumers look for price-favourable options
Sustainability to offer share gain opportunities in surface care
Refillable options set to strengthen in surface care in the forecast period
Table 60 Sales of Surface Care by Category: Value 2017-2022
Table 61 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 64 NBO Company Shares of Surface Care: % Value 2018-2022
Table 65 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 68 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027

Toilet Care in the US

KEY DATA FINDINGS

Toilet care grows in value terms in 2022 due to higher prices, but smaller players continue to disrupt
Innovation in toilet coating disrupts the toilet care category
Scrub Daddy’s Toilet Wand System to revitalise the category and push sales in the forecast period
Smart toilets to disrupt the industry as consumers’ interest in smart homes grows
Success of sustainable products to depend on efficacy and antibacterial claims
Table 70 Sales of Toilet Care by Category: Value 2017-2022
Table 71 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 72 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 73 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 74 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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