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Country Report

Surface Care in

Surface Care in the US

19 pages, Feb 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Innovation limited to scents and add-ons

Many of the players in surface care, such as The Clorox Company and Reckitt Benckiser, are active in several industries. This allows the companies to cross-promote their brands (eg Procter & Gamble using Febreze scents with its floor cleaning systems).

Acquisitions to change face of surface care

Most of the M&A activity in surface care involves large companies acquiring smaller companies to meet the needs of niche subcategories, especially environmentally-conscious consumers. In 2016, Unilever acquired Seventh Generation.

E-commerce becomes legitimate distribution channel

Clorox has made it known to investors that it expects to develop online channels, while allocating significant resources to its social media and online presence with a target of 20% of advertising spend on digital media. Church & Dwight spent 28% of its advertising budget on digital adverts in 2016 compared to 13% in 2011.

COMPETITIVE LANDSCAPE

Traditional brands see pushback from private label

Surface care products represent commodities that are needed on a regular basis by consumers. Walmart and Target are the biggest winners of the trend towards private label with the Great Value and Up & Up lines, respectively.

Despite demand, wipes has few major players

Wipes, particularly all-purpose wipes, are becoming an increasingly popular choice among consumers when it comes to tidying their homes. In spite of this fact, some three quarters of all-purpose wipes is accounted for by two brands; Clorox and Lysol.

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

Lack of innovation at Procter & Gamble has reached the point that the company is being threatened by an aggressive takeover. In the early 2000s, the Swiffer sweeper was all the craze.

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Samples

Surface Care Market Sample Report Surface Care Market 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.

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Surface 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 Surface Care industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface 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 Surface Care in USA?
What are the major brands in USA?
What are the fastest growth categories within surface care?
What are the key new product launches in the polishes market?

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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Surface Care in the US - Category analysis

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 1 Sales of Surface Care by Category: Value 2012-2017
Table 2 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Surface Care: % Value 2013-2017
Table 6 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 9 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Home Care in the US - Industry Overview

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 11 Households 2012-2017

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2012-2017
Table 13 Sales of Home Care by Category: % Value Growth 2012-2017
Table 14 NBO Company Shares of Home Care: % Value 2013-2017
Table 15 LBN Brand Shares of Home Care: % Value 2014-2017
Table 16 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 17 Distribution of Home Care by Format: % Value 2012-2017
Table 18 Distribution of Home Care by Format and Category: % Value 2017
Table 19 Forecast Sales of Home Care by Category: Value 2017-2022
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Surface Care in the US

New Report Guarantee

Executive Summary

New Report Guarantee

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

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Surface Care in the US - Category analysis

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

Home Care in the US - Industry Overview

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

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