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Home Care in the US

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    Report

  • 70 Pages
  • April 2023
  • Region: United States
  • Euromonitor International
  • ID: 2702947
The home care industry in the US saw slight current value growth in 2022, due mainly to rising prices and inflation. While cleaning habits remained more frequent than in 2019, consumer behaviour started going back to the pre-pandemic pattern, with more consumers returning to weekly rather than daily cleaning. In addition, consumers left their homes more in 2022 for work and pleasure, which reduced the amount of time that consumers could dedicate to household cleaning and chores.

The analyst's Home Care in USA market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage:
Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage:
Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Home Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

HOME CARE IN THE US
EXECUTIVE SUMMARY
  • Home care in 2022: The big picture
  • 2022 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2017-2022
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2017-2022
  • Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
  • Table 4 NBO Company Shares of Home Care: % Value 2018-2022
  • Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
  • Table 7 Distribution of Home Care by Format: % Value 2017-2022
  • Table 8 Distribution of Home Care by Format and Category: % Value 2022
  • Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN THE USKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Brands strengthen in 2022, but 2023 might show a different picture
  • Procter & Gamble’s Downy Rinse & Refresh bets on odour removal, exploring a new category and threatening softeners
  • Large sizes benefit in 2022, as a money-saving alternative
PROSPECTS AND OPPORTUNITIES
  • Sustainable brands and products to continue gaining strength
  • Cold water cycles gaining importance at a time of economic uncertainty
  • Multipurpose products to win amongst cost-aware consumers
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2017-2022
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
  • Table 14 Sales of Laundry Aids by Category: Value 2017-2022
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
  • Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
  • Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2017-2022
  • Table 19 NBO Company Shares of Laundry Care: % Value 2018-2022
  • Table 20 LBN Brand Shares of Laundry Care: % Value 2019-2022
  • Table 21 NBO Company Shares of Laundry Aids: % Value 2018-2022
  • Table 22 LBN Brand Shares of Laundry Aids: % Value 2019-2022
  • Table 23 NBO Company Shares of Laundry Detergents: % Value 2018-2022
  • Table 24 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
  • Table 25 Forecast Sales of Laundry Care by Category: Value 2022-2027
  • Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN THE USKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Dishwashing grows slightly, driven by price increases, and offset by automatic dishwashing powders
  • Dishwashing tablets continues to grow as dishwasher penetration remains high
  • Home-cooking increases due to healthy eating trend and economic uncertainty
PROSPECTS AND OPPORTUNITIES
  • Self-cleaning small appliances could disrupt the category in the forecast period
  • Sustainable initiatives around dishwashing will continue to gain visibility
  • Growth in hand dishwashing tied to innovation as dishwasher penetration continues to grow
CATEGORY INDICATORS
  • Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
  • Table 28 Sales of Dishwashing by Category: Value 2017-2022
  • Table 29 Sales of Dishwashing by Category: % Value Growth 2017-2022
  • Table 30 NBO Company Shares of Dishwashing: % Value 2018-2022
  • Table 31 LBN Brand Shares of Dishwashing: % Value 2019-2022
  • Table 32 Forecast Sales of Dishwashing by Category: Value 2022-2027
  • Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN THE USKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Lysol remains the leader in home care disinfectants, despite losing share as consumers clean weekly instead of daily
  • Demand for disinfecting and sanitising wipes softens, with incumbent brands maintaining dominance
  • Multipurpose cleaners grows as consumers prefer versatile products
PROSPECTS AND OPPORTUNITIES
  • Private label will continue to strengthen as consumers look for price-favourable options
  • Sustainability to offer share gain opportunities in surface care
  • Refillable options set to strengthen in surface care in the forecast period
CATEGORY DATA
  • Table 34 Sales of Surface Care by Category: Value 2017-2022
  • Table 35 Sales of Surface Care by Category: % Value Growth 2017-2022
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
  • Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
  • Table 38 NBO Company Shares of Surface Care: % Value 2018-2022
  • Table 39 LBN Brand Shares of Surface Care: % Value 2019-2022
  • Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
  • Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
  • Table 42 Forecast Sales of Surface Care by Category: Value 2022-2027
  • Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN THE USKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Bleach declines below pre-pandemic levels
  • Walmart’s Great Value gains share due to price increases
  • Clorox remains the leader in bleach despite seeing a decline in value sales
PROSPECTS AND OPPORTUNITIES
  • Long-term decline for bleach expected to continue
  • E-commerce set to continue to decline in bleach in 2023
  • Alternatives will continue to rise and take share from traditional bleach
CATEGORY DATA
  • Table 44 Sales of Bleach: Value 2017-2022
  • Table 45 Sales of Bleach: % Value Growth 2017-2022
  • Table 46 NBO Company Shares of Bleach: % Value 2018-2022
  • Table 47 LBN Brand Shares of Bleach: % Value 2019-2022
  • Table 48 Forecast Sales of Bleach: Value 2022-2027
  • Table 49 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN THE USKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Toilet care grows in value terms in 2022 due to higher prices, but smaller players continue to disrupt
  • Innovation in toilet coating disrupts the toilet care category
PROSPECTS AND OPPORTUNITIES
  • Scrub Daddy’s Toilet Wand System to revitalise the category and push sales in the forecast period
  • Smart toilets to disrupt the industry as consumers’ interest in smart homes grows
  • Success of sustainable products to depend on efficacy and antibacterial claims
CATEGORY DATA
  • Table 50 Sales of Toilet Care by Category: Value 2017-2022
  • Table 51 Sales of Toilet Care by Category: % Value Growth 2017-2022
  • Table 52 NBO Company Shares of Toilet Care: % Value 2018-2022
  • Table 53 LBN Brand Shares of Toilet Care: % Value 2019-2022
  • Table 54 Forecast Sales of Toilet Care by Category: Value 2022-2027
  • Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN THE USKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Shoe polish sees the steepest decline due to changing work and style
  • E-commerce share only slightly declines, despite consumers returning to stores
  • SC Johnson still holds the majority of share within polishes
PROSPECTS AND OPPORTUNITIES
  • Polishes set to decline throughout the forecast period
  • Natural and DIY options to gain strength as consumers look for sustainable alternatives
CATEGORY DATA
  • Table 56 Sales of Polishes by Category: Value 2017-2022
  • Table 57 Sales of Polishes by Category: % Value Growth 2017-2022
  • Table 58 NBO Company Shares of Polishes: % Value 2018-2022
  • Table 59 LBN Brand Shares of Polishes: % Value 2019-2022
  • Table 60 Forecast Sales of Polishes by Category: Value 2022-2027
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN THE USKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Demand for air care softens, seeing decline for the first time since 2009
  • Refillable options target sustainability, as consumers’ concern for the environment deepens
  • Gel air fresheners continues its downward trajectory as competition from other air care products increases
PROSPECTS AND OPPORTUNITIES
  • Wellness trend will continue to favour air care, as economic uncertainty causes stress
  • Subscription options set to grow as convenience and lower prices attract consumers
  • Luxury smart alternatives in electric air fresheners to gain share in the forecast period
CATEGORY DATA
  • Table 62 Sales of Air Care by Category: Value 2017-2022
  • Table 63 Sales of Air Care by Category: % Value Growth 2017-2022
  • Table 64 Sales of Air Care by Fragrance: Value Ranking 2020-2022
  • Table 65 NBO Company Shares of Air Care: % Value 2018-2022
  • Table 66 LBN Brand Shares of Air Care: % Value 2019-2022
  • Table 67 Forecast Sales of Air Care by Category: Value 2022-2027
  • Table 68 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN THE USKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Home insecticides grows, driven by spray/aerosol insecticides
  • SC Johnson bets on natural insecticides as consumers’ awareness of cleaner products increases
  • Procter & Gamble bets on home insecticides that target insects’ nervous system and trap with UV light
PROSPECTS AND OPPORTUNITIES
  • Growth expected for home insecticides
  • Chemical-based insecticides to struggle in the forecast period as new sustainable alternatives gain share
  • Despite new technologies, insecticide baits set to maintain a volume decline
CATEGORY DATA
  • Table 69 Sales of Home Insecticides by Category: Value 2017-2022
  • Table 70 Sales of Home Insecticides by Category: % Value Growth 2017-2022
  • Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
  • Table 72 NBO Company Shares of Home Insecticides: % Value 2018-2022
  • Table 73 LBN Brand Shares of Home Insecticides: % Value 2019-2022
  • Table 74 Forecast Sales of Home Insecticides by Category: Value 2022-2027
  • Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027