HOME CARE IN THE US

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Home Care Records Low Value Growth in 2018, Despite Rising Disposable Incomes

Minor Innovation Efforts Spearheaded by Scents and Add-ons To Existing Products

Environmentally-aware Consumers Push for Sustainable Development

Demand for Transparency and Sustainability Fulfilled by Players

Convenience Is Vital for Many Consumers in the US

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Technology and "premium" Air Care Gain Ground

Ride Hailing Services and Car Sales Are Driving Factors for Car Air Fresheners

Candle Air Fresheners Shifting in Distribution

Competitive Landscape

Reckitt Benckiser Increases Presence With New Release

Febreze Achieves Success With New Launch

"healthier" Air Care Options Witness Increasing Demand in 2018

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Bleach Faces Mounting Competition and Feeling Effects of Negative Reporting

Bleach Usage Gaining in Popularity in Some Surface Care Applications

Traditional Distribution Channels Continue To Dominate Bleach

Competitive Landscape

Scent Becoming Important Even in Bleach

Private Label Struggles To Recover

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Millennials Value Convenience and New Experiences

Dishwashing Tablets Continues To Dominate Sales Against Traditional Formats

Dishwashing Sales Through Traditional Channels Continue To Decline

Competitive Landscape

the Procter & Gamble Co's Product Launch Successful

Mixed Fortunes for Competitors

Large Multinationals Continue To Deliver on Their Sustainability Promises

Category Indicators

Table 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Bed Bugs, Stink Bugs, and Flying Insects Continue To Invade US Homes During 2018

Home Improvement and Gardening Stores Continues Growth As Distribution Channel

Competitive Landscape

Private Label Experiences Strongest Value Growth of 2018

Natural, Safe, and Effective Products Gaining in Popularity

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Athletic Wear, Scent, and Multifunctionality Are Most Prevalent Trends of 2018

Internal Movements Within Laundry Detergents Highlight Otherwise Mature Landscape

Laundry Care Sales Migrate To Non-traditional Channels Set To Intensify

Competitive Landscape

Persil Makes Strong Gains, But Other Brands Struggle

the Procter & Gamble Co Recognised for Efficacy and Safety of Natural Products

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018

Table 46 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 47 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 48 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 49 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 50 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 51 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 52 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Focused Applications Lead To Smaller Brands in Metal and Furniture Polish

Shoe Polish Unpopular With Younger Generation

Competitive Landscape

Shoe Polish Continues To Be Driven by Kiwi

Private Label's Weak Presence in Polish

Category Data

Table 54 Sales of Polishes by Category: Value 2013-2018

Table 55 Sales of Polishes by Category: % Value Growth 2013-2018

Table 56 NBO Company Shares of Polishes: % Value 2014-2018

Table 57 LBN Brand Shares of Polishes: % Value 2015-2018

Table 58 Forecast Sales of Polishes by Category: Value 2018-2023

Table 59 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Enhancing Established Brands Is Most Common Form of Innovation in 2018

Internet Retailing Continues To Record Steady Growth

Competitive Landscape

Private Label Witnesses Strong Growth in 2018

Wipes Records Best Performance Among Surface Care

the Procter & Gamble Co Retains Dominance of Floor Cleaning Systems

Category Data

Table 60 Sales of Surface Care by Category: Value 2013-2018

Table 61 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 64 NBO Company Shares of Surface Care: % Value 2014-2018

Table 65 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

Table 68 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

In-cistern Devices and Rim Blocks Have Greatest Potential for the Future

Bathrooms and Specifically Toilets Need the Most Cleaning

Toilet Cleaning Systems Sales Decreasing

Competitive Landscape

Clorox and Lysol Continue Dominance Through Investing in Scents

In-cistern Devices Comprises Highest Count of Competitors

Category Data

Table 70 Sales of Toilet Care by Category: Value 2013-2018

Table 71 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 72 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 73 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 74 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

Consumers in the US experienced 4% growth in disposable incomes in 2018. In addition, the marginal decelerating population growth, among other factors, influenced the sales growth of home care. The maturity of this market and fierce competition makes it difficult for companies to experience significant sustained growth. This does not mean that home care does not hold potential; on the contrary, there is plenty of space to operate. Scent booster, all purpose cleaning wipes, multi-purpose cleaners...

Euromonitor International'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 2023 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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.