Home Care in the US

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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