Surface Care in the US

PROSPECTS

Legal push for transparency set for bigger role

In October 2017, California passed its Cleaning Products Right to Know Act, which requires more stringent labelling of finished cleaning products sold in California. Product websites will be required to disclose all ingredients, the function of each active ingredient, and other ingredient safety information by 1 January 2020.

Probiotic cleaners on the horizon?

When marketing surface care products, companies commonly boast how much bacteria their product kills - many claim to eliminate “99.9% of bacteria”.

COMPETITIVE LANDSCAPE

Private label sees its strongest growth in surface care in 2019

Private label gained a full percentage point in market share of surface care products in terms of current value, the largest gain by private label in any home care category. Private label saw double-digit current value growth that outpaced category growth in key categories including multi-purpose cleaners and all purpose cleaning wipes.

Consumers prioritising multi-use formats

Surface care products that provide the most functionality saw the largest growth in terms of current value within the total surface care category. Multi-purpose cleaners and all purpose cleaning wipes saw mid-single-digit current value growth in 2019, driving the surface care category, while many of their specialised cleaning counterparts declined.

The Clorox Co retains largest all purpose wipes share despite private label gains

The Clorox Co saw current value growth slightly under category growth in all purpose wipes, yet retained the highest market share at just under half of the market. Clorox has built on its early success in the category and is a popular choice among consumers.

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