Home Care in the US
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

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
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
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
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
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
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
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
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
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