Home Care in the US

February 2021
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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

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in the US

KEY DATA FINDINGS

2020 IMPACT

Consumers seek hygiene as well as other added benefits
Despite economic turndown, liquid and tablet detergents see strong volume growth

RECOVERY AND OPPORTUNITIES

Consumers will continue to seek added benefits from their laundry detergents
Sustainable players to build a stronger consumer base

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in the US

KEY DATA FINDINGS

2020 IMPACT

Home seclusion drives sales in dishwashing
Hand dishwashing sees a boost after several years of decline
Changed consumer behaviours may stick in the winter months and beyond

RECOVERY AND OPPORTUNITIES

Return to value-oriented mindset will put pressure on the average unit price
Automatic dishwashing could benefit from greater consumer education
Refillable formats set to become more popular

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2015-2020 Table 27 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 28 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 29 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 30 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in the US

KEY DATA FINDINGS

2020 IMPACT

Surface care sees unprecedented growth due to stockpiling and hygiene concerns
Strong demand for home care disinfectants and multi-purpose cleaners
Established brands see high demand

RECOVERY AND OPPORTUNITIES

COVID-19-driven cleaning habits expected to support surface care sales
All purpose cleaning wipes sees more players
Antibacterial claims become a significant purchase driver in multi-surface products

CATEGORY DATA

Table 32 Sales of Surface Care by Category: Value 2015-2020 Table 33 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 36 NBO Company Shares of Surface Care: % Value 2016-2020 Table 37 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 38 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 39 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 40 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 41 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in the US

KEY DATA FINDINGS

2020 IMPACT

Bleach sees a surge in demand after years of decline
Unsafe practices with bleach lead to emphasis of warnings and cautions
Clorox continues to dominate bleach

RECOVERY AND OPPORTUNITIES

Return to pre-COVID decline expected as the shift away from bleach resumes
Innovating to increase ease of use
Competition from surface care products grows

CATEGORY DATA

Table 42 Sales of Bleach: Value 2015-2020 Table 43 Sales of Bleach: % Value Growth 2015-2020 Table 44 NBO Company Shares of Bleach: % Value 2016-2020 Table 45 LBN Brand Shares of Bleach: % Value 2017-2020 Table 46 Forecast Sales of Bleach: Value 2020-2025 Table 47 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in the US

KEY DATA FINDINGS

2020 IMPACT

Hygiene awareness and more time at home fuel growth within toilet care
In-cistern devices and rim blocks see strong growth
Clorox continues to lead toilet care

RECOVERY AND OPPORTUNITIES

Hygiene awareness will help sales growth over the forecast period
Demand for products that clean and freshen

CATEGORY DATA

Table 48 Sales of Toilet Care by Category: Value 2015-2020 Table 49 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 50 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 51 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 52 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 53 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in the US

KEY DATA FINDINGS

2020 IMPACT

Polishes sees decreasing demand as these are seen as less of a priority
Metal polish is the only bright spot in 2020
SC Johnson remains the leader in polishes

RECOVERY AND OPPORTUNITIES

Polishes expected to see decline
Growth in shoe polish to be hampered by flexible working and footwear trends

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2015-2020 Table 55 Sales of Polishes by Category: % Value Growth 2015-2020 Table 56 NBO Company Shares of Polishes: % Value 2016-2020 Table 57 LBN Brand Shares of Polishes: % Value 2017-2020 Table 58 Forecast Sales of Polishes by Category: Value 2020-2025 Table 59 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in the US

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and an interest in wellness drive demand for air care
Yankee Candle and Bath & Body Works remain consumers’ favourites
Growth in spray/aerosol air fresheners driven by disinfectant products

RECOVERY AND OPPORTUNITIES

Air care expected to see strong growth as health and wellness is prioritised further
Natural properties will define innovation in the category
Competition from alternative air care products expected to increase

CATEGORY DATA

Table 60 Sales of Air Care by Category: Value 2015-2020 Table 61 Sales of Air Care by Category: % Value Growth 2015-2020 Table 62 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 63 NBO Company Shares of Air Care: % Value 2016-2020 Table 64 LBN Brand Shares of Air Care: % Value 2017-2020 Table 65 Forecast Sales of Air Care by Category: Value 2020-2025 Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in the US

KEY DATA FINDINGS

2020 IMPACT

Little direct impact from the COVID-19 pandemic
Spray/aerosol insecticides continue to be preferred
SC Johnson & Son remains the largest player with Raid

RECOVERY AND OPPORTUNITIES

Slight growth expected for home insecticides
Spray/aerosol insecticides pose a better solution, while baits become less popular
Sustainable products face challenges due to consumers’ need for efficacy

CATEGORY DATA

Table 67 Sales of Home Insecticides by Category: Value 2015-2020 Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home Care research and analysis database.

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