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Country Report

Home Care in

Home Care in the US

58 pages, Feb 2018

US$2,650

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Executive Summary

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Despite a rebounding economy, home care sees limited growth in the US

The US continued on its path towards economic recovery in 2017, with businesses continuing to add jobs, the unemployment rate dropping to just above 4%, and average hourly wages showing positive growth. Yet, despite the renewed vigour of the economy, home care value sales recorded only modest growth in 2017.

Home care manufacturers enter a new era of transparency in ingredient disclosure

As US consumers have become more health-conscious in recent years, they have also become increasingly aware of the potentially negative effects that some of the chemicals used in home care products can have on the human body. As a result, the leading companies in home care have become more open about the ingredients used in the formulation of their products.

Home care players look to eco-conscious consumers to gain share

Although most US consumers indicate that they would like the home care products they purchase to contain natural ingredients and be environmentally-friendly, a much smaller percentage of the consumer base actually seems willing to pay a premium for these “green” products. However, as the number of those willing to pay this premium grows, the large consumer goods companies that dominate the home care space have started to take notice.

Innovation in new product development stalls in 2017

The advent of entirely new product subcategories, such as liquid tablet detergents, has transformed the US home care market in recent years. 2017, however, was marked by a relative lack of innovative product launches.

Consumers will continue to embrace products that make cleaning easier

Over the forecast period, shifts in lifestyles, demographics, and housing will lead consumers to increasingly demand convenient and practical home care solutions that offer quantifiable time savings. In particular, products such as detergent tablets, rim blocks, all-purpose cleaning wipes, and multi-purpose cleaners should benefit from these trends.

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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

Despite a rebounding economy, home care sees limited growth in the US

Home care manufacturers enter a new era of transparency in ingredient disclosure

Home care players look to eco-conscious consumers to gain share

Innovation in new product development stalls in 2017

Consumers will continue to embrace products that make cleaning easier

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in the US

HEADLINES

PROSPECTS

Air care increasingly shaped by “premium” products and unconventional formats

Slowdown in US automotive market has big impact on car air fresheners

Growing importance of candle air fresheners impacts air care distribution patterns

COMPETITIVE LANDSCAPE

Procter & Gamble makes splash with launch of Febreze ONE

Newell Brands expands portfolio of candle brands

Target Corp clips Yankee Candle’s wings

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in the US

HEADLINES

PROSPECTS

Competition from other products and safety concerns dim bleach’s growth prospects

Consumers gravitating towards cleaning applications for bleach

Traditional distribution channels continue to dominate bleach

COMPETITIVE LANDSCAPE

The Clorox Co changes up its formula

Private label sees share of bleach decrease

Table 19 Bleach Usage: % Volume Sales 2015-2017

CATEGORY DATA

Table 20 Sales of Bleach: Value 2012-2017
Table 21 Sales of Bleach: % Value Growth 2012-2017
Table 22 NBO Company Shares of Bleach: % Value 2013-2017
Table 23 LBN Brand Shares of Bleach: % Value 2014-2017
Table 24 Forecast Sales of Bleach: Value 2017-2022
Table 25 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in the US

HEADLINES

PROSPECTS

Recovering economy leads to changing food consumption habits

Automatic dishwashing tablets grow at expense of liquids and powders

Dishwashing sales through traditional channels continue to decline

COMPETITIVE LANDSCAPE

Reckitt Benckiser expands as Colgate-Palmolive declines

Large multinationals add to their portfolios of “green” brands

Procter & Gamble touts own “green” credentials

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2012-2017
Table 28 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 29 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 30 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 31 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in the US

HEADLINES

PROSPECTS

Rising bed bug populations lead to record high sales of spray/aerosol insecticides

Pest control services and health concerns muddle the outlook

Home improvement and gardening stores retain strength as a distribution channel

COMPETITIVE LANDSCAPE

PF Harris Manufacturing Co makes significant strides in visibility

Private label struggles in home insecticides

CATEGORY DATA

Table 33 Sales of Home Insecticides by Category: Value 2012-2017
Table 34 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 35 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 36 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 37 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 38 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 39 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in the US

HEADLINES

PROSPECTS

Despite innovation, laundry care expected to fall over the forecast period

Safety concerns continue to swirl around liquid tablet detergents

Sales migration to non-traditional channels set to intensify

COMPETITIVE LANDSCAPE

Henkel AG & Co KGaA catapults into second place in US laundry care

Acquisitions highlight the growing importance of “green” brands

Procter & Gamble doubles down on scent boosters

CATEGORY INDICATORS

Table 40 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 41 Sales of Laundry Care by Category: Value 2012-2017
Table 42 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 43 Sales of Laundry Aids by Category: Value 2012-2017
Table 44 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 45 Sales of Laundry Detergents by Category: Value 2012-2017
Table 46 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 47 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017
Table 48 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 52 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 53 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 54 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 55 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in the US

HEADLINES

PROSPECTS

Fragmentation suggests strong demand for certain polishes

Shoe polish to remain niche product

Wood flooring stagnant in US

COMPETITIVE LANDSCAPE

Major names dominate furniture and floor polishes

Kiwi maintains stranglehold on shoe polish

Together with Wright’s, Weiman owns nearly half of metal polish

CATEGORY DATA

Table 56 Sales of Polishes by Category: Value 2012-2017
Table 57 Sales of Polishes by Category: % Value Growth 2012-2017
Table 58 NBO Company Shares of Polishes: % Value 2013-2017
Table 59 LBN Brand Shares of Polishes: % Value 2014-2017
Table 60 Forecast Sales of Polishes by Category: Value 2017-2022
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in the US

HEADLINES

PROSPECTS

Innovation limited to scents and add-ons

Acquisitions to change face of surface care

E-commerce becomes legitimate distribution channel

COMPETITIVE LANDSCAPE

Traditional brands see pushback from private label

Despite demand, wipes has few major players

Lack of innovation does not stop Procter & Gamble from dominating floor care

CATEGORY DATA

Table 62 Sales of Surface Care by Category: Value 2012-2017
Table 63 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 65 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 66 NBO Company Shares of Surface Care: % Value 2013-2017
Table 67 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 68 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 69 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 70 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 71 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in the US

HEADLINES

PROSPECTS

Rim blocks offer consumers desired convenience

Out-of-sight cleaning leads to in-cistern growth

Toilet cleaning systems expected to decline further

COMPETITIVE LANDSCAPE

Clorox and Lysol retain lead

Toilet liquids and foams most fragmented in toilet care

Private label present in most toilet care subcategories

CATEGORY DATA

Table 72 Sales of Toilet Care by Category: Value 2012-2017
Table 73 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 74 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 75 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 76 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 77 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in the US

New Report Guarantee

Executive Summary

New Report Guarantee

Despite a rebounding economy, home care sees limited growth in the US

Home care manufacturers enter a new era of transparency in ingredient disclosure

Home care players look to eco-conscious consumers to gain share

Innovation in new product development stalls in 2017

Consumers will continue to embrace products that make cleaning easier

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

Despite a rebounding economy, home care sees limited growth in the US

Home care manufacturers enter a new era of transparency in ingredient disclosure

Home care players look to eco-conscious consumers to gain share

Innovation in new product development stalls in 2017

Consumers will continue to embrace products that make cleaning easier

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in the US

HEADLINES

PROSPECTS

Air care increasingly shaped by “premium” products and unconventional formats

Slowdown in US automotive market has big impact on car air fresheners

Growing importance of candle air fresheners impacts air care distribution patterns

COMPETITIVE LANDSCAPE

Procter & Gamble makes splash with launch of Febreze ONE

Newell Brands expands portfolio of candle brands

Target Corp clips Yankee Candle’s wings

CATEGORY DATA

Bleach in the US

HEADLINES

PROSPECTS

Competition from other products and safety concerns dim bleach’s growth prospects

Consumers gravitating towards cleaning applications for bleach

Traditional distribution channels continue to dominate bleach

COMPETITIVE LANDSCAPE

The Clorox Co changes up its formula

Private label sees share of bleach decrease

CATEGORY DATA

Dishwashing in the US

HEADLINES

PROSPECTS

Recovering economy leads to changing food consumption habits

Automatic dishwashing tablets grow at expense of liquids and powders

Dishwashing sales through traditional channels continue to decline

COMPETITIVE LANDSCAPE

Reckitt Benckiser expands as Colgate-Palmolive declines

Large multinationals add to their portfolios of “green” brands

Procter & Gamble touts own “green” credentials

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in the US

HEADLINES

PROSPECTS

Rising bed bug populations lead to record high sales of spray/aerosol insecticides

Pest control services and health concerns muddle the outlook

Home improvement and gardening stores retain strength as a distribution channel

COMPETITIVE LANDSCAPE

PF Harris Manufacturing Co makes significant strides in visibility

Private label struggles in home insecticides

CATEGORY DATA

Laundry Care in the US

HEADLINES

PROSPECTS

Despite innovation, laundry care expected to fall over the forecast period

Safety concerns continue to swirl around liquid tablet detergents

Sales migration to non-traditional channels set to intensify

COMPETITIVE LANDSCAPE

Henkel AG & Co KGaA catapults into second place in US laundry care

Acquisitions highlight the growing importance of “green” brands

Procter & Gamble doubles down on scent boosters