Home Care in the US
April 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY

“Green” trend set to go down several different paths
Convenience dominates consumers’ minds as they make purchase decisions
Shifts in laundry care consumption habits slightly push sales up in 2019
Slight growth expected through 2024, with air care and surface care the most significant drivers

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
CORONAVIRUS (COVID-19)

SOURCES

Summary 1 Research Sources

HEADLINES

PROSPECTS

Private label set to take on bigger role in laundry care
Premium and new formats continue to take share from cheaper older formats
Internet retailing grows with aid from click and collect

COMPETITIVE LANDSCAPE

The Procter & Gamble Co responds to consumer wants
Premium brands finding success switching consumers from liquid to tablets

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2014-2019
Table 19 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 20 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 21 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 22 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 23 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 25 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Health-conscious consumers creating potential for hand dishwashing
Automatic dishwashing tablets still preferred choice among consumers in the US

COMPETITIVE LANDSCAPE

Procter & Gamble releases new product in attempt to revive declining hand dishwashing
Procter & Gamble strengthens position at the top of dishwashing in the US

CATEGORY INDICATORS

Table 27 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 28 Sales of Dishwashing by Category: Value 2014-2019
Table 29 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 30 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 31 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 32 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Legal push for transparency set for bigger role
Probiotic cleaners on the horizon?

COMPETITIVE LANDSCAPE

Private label sees its strongest growth in surface care in 2019
Consumers prioritising multi-use formats
The Clorox Co retains largest all purpose wipes share despite private label gains

CATEGORY DATA

Table 34 Sales of Surface Care by Category: Value 2014-2019
Table 35 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Surface Care: % Value 2015-2019
Table 39 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 42 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Internet retailing remains a difficult channel for shipping bleach products

COMPETITIVE LANDSCAPE

Clorox adds more market share by proving that brand name matters in bleach
Private label continues losing popularity among consumers

CATEGORY DATA

Table 44 Sales of Bleach: Value 2014-2019
Table 45 Sales of Bleach: % Value Growth 2014-2019
Table 46 NBO Company Shares of Bleach: % Value 2015-2019
Table 47 LBN Brand Shares of Bleach: % Value 2016-2019
Table 48 Forecast Sales of Bleach: Value 2019-2024
Table 49 Forecast Sales of Bleach: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Convenience is keeping the category afloat as consumers move to multi-purpose products
Population growth driving sales, offset by trend towards apartment living

COMPETITIVE LANDSCAPE

Consumers are more attracted to brands that fit their personal beliefs
Clorox continues to be go-to company for toilet cleaning and disinfecting purposes

CATEGORY DATA

Table 50 Sales of Toilet Care by Category: Value 2014-2019
Table 51 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 52 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 53 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 54 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Shoe polish grows despite consumers leading more casual lifestyles
Product specialisation still in demand, as consumers move towards multifunctionality

COMPETITIVE LANDSCAPE

Kiwi Brands Inc maintains top position in polishes due to shoe polish dominance
“Greener” products have increased sales in polishes

CATEGORY DATA

Table 56 Sales of Polishes by Category: Value 2014-2019
Table 57 Sales of Polishes by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of Polishes: % Value 2015-2019
Table 59 LBN Brand Shares of Polishes: % Value 2016-2019
Table 60 Forecast Sales of Polishes by Category: Value 2019-2024
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Candles and car air fresheners continue significant growth in 2019
Internet retailing and home improvement channels increase share of sales in 2019

COMPETITIVE LANDSCAPE

Newell Brands still growing in 2019, capturing largest share to date
More customisation and scent variety preferred by consumers in 2019

CATEGORY DATA

Table 62 Sales of Air Care by Category: Value 2014-2019
Table 63 Sales of Air Care by Category: % Value Growth 2014-2019
Table 64 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 65 NBO Company Shares of Air Care: % Value 2015-2019
Table 66 LBN Brand Shares of Air Care: % Value 2016-2019
Table 67 Forecast Sales of Air Care by Category: Value 2019-2024
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Insecticide baits popular as consumers seek convenience and less chemical exposure
Bed bugs continue invading consumers’ living spaces in major US cities

COMPETITIVE LANDSCAPE

Most major players and private label successfully gain share in 2019
SC Johnson & Son continues to dominate, despite lack of innovation

CATEGORY DATA

Table 69 Sales of Home Insecticides by Category: Value 2014-2019
Table 70 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 72 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 73 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 74 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024