Home Care in the US

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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