Home Care in the US

  • ID: 2702947
  • Report
  • Region: United States
  • 58 pages
  • Euromonitor International
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The US continued on its path towards economic recovery in 2017, with businesses continuing to add jobs, the unemployment rate dropping to just above 4%, and average hourly wages showing positive growth. Yet, despite the renewed vigour of the economy, home care value sales recorded only modest growth in 2017.

The 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 2022 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.
Note: Product cover images may vary from those shown
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HOME CARE IN THE US

List of Contents and Tables
  • 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 1 Households 2012-2017
  • Market Data
  • Table 2 Sales of Home Care by Category: Value 2012-2017
  • Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
  • Table 4 NBO Company Shares of Home Care: % Value 2013-2017
  • Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
  • Table 7 Distribution of Home Care by Format: % Value 2012-2017
  • Table 8 Distribution of Home Care by Format and Category: % Value 2017
  • Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022
  • Sources
  • Summary 1 Research Sources
  • Headlines
  • Prospects
  • Air Care Increasingly Shaped by "premium" Products and Unconventional Formats
  • Slowdown in US Automotive Market Has Big Impact on Car Air Fresheners
  • Growing Importance of Candle Air Fresheners Impacts Air Care Distribution Patterns
  • Competitive Landscape
  • Procter & Gamble Makes Splash With Launch of Febreze One
  • Newell Brands Expands Portfolio of Candle Brands
  • Target Corp Clips Yankee Candle's Wings
  • Category Data
  • Table 11 Sales of Air Care by Category: Value 2012-2017
  • Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
  • Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
  • Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
  • Table 15 NBO Company Shares of Air Care: % Value 2013-2017
  • Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
  • Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022
  • Headlines
  • Prospects
  • Competition From Other Products and Safety Concerns Dim Bleach's Growth Prospects
  • Consumers Gravitating Towards Cleaning Applications for Bleach
  • Traditional Distribution Channels Continue To Dominate Bleach
  • Competitive Landscape
  • the Clorox Co Changes Up Its Formula
  • Private Label Sees Share of Bleach Decrease
  • Table 19 Bleach Usage: % Volume Sales 2015-2017
  • Category Data
  • Table 20 Sales of Bleach: Value 2012-2017
  • Table 21 Sales of Bleach: % Value Growth 2012-2017
  • Table 22 NBO Company Shares of Bleach: % Value 2013-2017
  • Table 23 LBN Brand Shares of Bleach: % Value 2014-2017
  • Table 24 Forecast Sales of Bleach: Value 2017-2022
  • Table 25 Forecast Sales of Bleach: % Value Growth 2017-2022
  • Headlines
  • Prospects
  • Recovering Economy Leads To Changing Food Consumption Habits
  • Automatic Dishwashing Tablets Grow at Expense of Liquids and Powders
  • Dishwashing Sales Through Traditional Channels Continue To Decline
  • Competitive Landscape
  • Reckitt Benckiser Expands As Colgate-Palmolive Declines
  • Large Multinationals Add To Their Portfolios of "green" Brands
  • Procter & Gamble Touts Own "green" Credentials
  • Category Indicators
  • Table 26 Household Possession of Dishwashers 2012-2017
  • Category Data
  • Table 27 Sales of Dishwashing by Category: Value 2012-2017
  • Table 28 Sales of Dishwashing by Category: % Value Growth 2012-2017
  • Table 29 NBO Company Shares of Dishwashing: % Value 2013-2017
  • Table 30 LBN Brand Shares of Dishwashing: % Value 2014-2017
  • Table 31 Forecast Sales of Dishwashing by Category: Value 2017-2022
  • Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022
  • Headlines
  • Prospects
  • Rising Bed Bug Populations Lead To Record High Sales of Spray/aerosol Insecticides
  • Pest Control Services and Health Concerns Muddle the Outlook
  • Home Improvement and Gardening Stores Retain Strength As A Distribution Channel
  • Competitive Landscape
  • Pf Harris Manufacturing Co Makes Significant Strides in Visibility
  • Private Label Struggles in Home Insecticides
  • Category Data
  • Table 33 Sales of Home Insecticides by Category: Value 2012-2017
  • Table 34 Sales of Home Insecticides by Category: % Value Growth 2012-2017
  • Table 35 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
  • Table 36 NBO Company Shares of Home Insecticides: % Value 2013-2017
  • Table 37 LBN Brand Shares of Home Insecticides: % Value 2014-2017
  • Table 38 Forecast Sales of Home Insecticides by Category: Value 2017-2022
  • Table 39 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022
  • Headlines
  • Prospects
  • Despite Innovation, Laundry Care Expected To Fall Over the Forecast Period
  • Safety Concerns Continue To Swirl Around Liquid Tablet Detergents
  • Sales Migration To Non-traditional Channels Set To Intensify
  • Competitive Landscape
  • Henkel AG & Co KGaA Catapults Into Second Place in US Laundry Care
  • Acquisitions Highlight the Growing Importance of "green" Brands
  • Procter & Gamble Doubles Down on Scent Boosters
  • Category Indicators
  • Table 40 Household Possession of Washing Machines 2012-2017
  • Category Data
  • Table 41 Sales of Laundry Care by Category: Value 2012-2017
  • Table 42 Sales of Laundry Care by Category: % Value Growth 2012-2017
  • Table 43 Sales of Laundry Aids by Category: Value 2012-2017
  • Table 44 Sales of Laundry Aids by Category: % Value Growth 2012-2017
  • Table 45 Sales of Laundry Detergents by Category: Value 2012-2017
  • Table 46 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
  • Table 47 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017
  • Table 48 NBO Company Shares of Laundry Care: % Value 2013-2017
  • Table 49 LBN Brand Shares of Laundry Care: % Value 2014-2017
  • Table 50 NBO Company Shares of Laundry Aids: % Value 2013-2017
  • Table 51 LBN Brand Shares of Laundry Aids: % Value 2014-2017
  • Table 52 NBO Company Shares of Laundry Detergents: % Value 2013-2017
  • Table 53 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
  • Table 54 Forecast Sales of Laundry Care by Category: Value 2017-2022
  • Table 55 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022
  • Headlines
  • Prospects
  • Fragmentation Suggests Strong Demand for Certain Polishes
  • Shoe Polish To Remain Niche Product
  • Wood Flooring Stagnant in US
  • Competitive Landscape
  • Major Names Dominate Furniture and Floor Polishes
  • Kiwi Maintains Stranglehold on Shoe Polish
  • Together With Wright's, Weiman Owns Nearly Half of Metal Polish
  • Category Data
  • Table 56 Sales of Polishes by Category: Value 2012-2017
  • Table 57 Sales of Polishes by Category: % Value Growth 2012-2017
  • Table 58 NBO Company Shares of Polishes: % Value 2013-2017
  • Table 59 LBN Brand Shares of Polishes: % Value 2014-2017
  • Table 60 Forecast Sales of Polishes by Category: Value 2017-2022
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2017-2022
  • 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 62 Sales of Surface Care by Category: Value 2012-2017
  • Table 63 Sales of Surface Care by Category: % Value Growth 2012-2017
  • Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
  • Table 65 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
  • Table 66 NBO Company Shares of Surface Care: % Value 2013-2017
  • Table 67 LBN Brand Shares of Surface Care: % Value 2014-2017
  • Table 68 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
  • Table 69 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
  • Table 70 Forecast Sales of Surface Care by Category: Value 2017-2022
  • Table 71 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022
  • Headlines
  • Prospects
  • Rim Blocks Offer Consumers Desired Convenience
  • Out-of-sight Cleaning Leads To In-cistern Growth
  • Toilet Cleaning Systems Expected To Decline Further
  • Competitive Landscape
  • Clorox and Lysol Retain Lead
  • Toilet Liquids and Foams Most Fragmented in Toilet Care
  • Private Label Present in Most Toilet Care Subcategories
  • Category Data
  • Table 72 Sales of Toilet Care by Category: Value 2012-2017
  • Table 73 Sales of Toilet Care by Category: % Value Growth 2012-2017
  • Table 74 NBO Company Shares of Toilet Care: % Value 2013-2017
  • Table 75 LBN Brand Shares of Toilet Care: % Value 2014-2017
  • Table 76 Forecast Sales of Toilet Care by Category: Value 2017-2022
  • Table 77 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022
Note: Product cover images may vary from those shown
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Positive 2015 performance continues into 2016

The positive value sales performance seen in 2015 continued through into 2016. Home care increased by 1% in current value terms in 2016, with air care in particular seeing strong growth. Overall, the truth is that Americans are cleaning less and getting less dirty. Therefore, it is up to manufacturers to innovate to drive sales, particularly when considering that the US home care industry is saturated due to a combination of product ubiquity, commoditisation and the ongoing battle on pricing.

Value redefined

Value is being redefined in home care, as products with high-efficiency provide consumers with better results and, most importantly, convenience. There is an ever-growing demand for products that are convenient, easy to use, clean quickly and deliver superior results as consumers have increasingly busy lifestyles. Hand dishwashing is a great example of this, given the advent of heightened enzymatic functionality that appears to have kept it relevant in what is increasingly an age of automation.

Henkel completes purchase of Sun Products in major US acquisition

In September 2016, Henkel completed the USD3.6 billion acquisition of Sun Products from Vestar Capital

Partners, a full eight years after Sun Products was formed following Unilever's exit from the North American laundry care business. As a result of the acquisition, Henkel will become the second largest laundry care manufacturer in retail value terms in North America. It will benefit from the scale of operations, but it will also inherit a raft of somewhat underperforming brands. While there are many positives for Henkel, it will be interesting to see how the company will use its new scale to ramp up the expansion of its Persil brand and insulate itself from a category which continues to exhibit declining unit prices, which is being driven by US retailers’ penchant for discounting.

Technology impacts distribution channels

Although sales of home care products through internet retailing remained exceptionally low in 2016, this is expected to change over the next 20 years. Amazon has already stolen share from many retailers and mobile retailing is playing a rapidly increasing role in influencing the purchasing process by offering instant information on pricing and promotions. As a result consumers are slowly changing where they shop, the brands they buy and even their purchasing cycles. The convenience of shopping online, however, comes with a delivery fee, which could be one of the main barriers to e-commerce.

The maturity of the industry takes its toll on sales

Over the forecast period home care is expected to decline slightly in value terms, at constant 2016 prices. This is mainly due to the industry’s maturity, which is a major obstacle to a more positive forecast performance. Per capita consumption growth is not easy to come by, placing the onus on manufacturers to develop new categories and innovative products in order to drive sales. The evidence is that the leading players have done just that in the US, but the category’s success stories have tended to be small scale, with little visible effect at a macro level.

Overview

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

When you purchase this report, you also get the data and the content from these category reports in USA for free:
  • Air Care
  • Bleach
  • Dishwashing
  • Insecticides
  • Laundry care
  • Polishes
  • Surface care
  • Toilet care
  • The Home 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 Home Care in USA?
  • What are the major brands in USA?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in USA?
  • 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.
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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