Abstract
This report is the first of a two-part series on household cleaning products. It covers market size, segmentation, retail distribution, brand sales, advertising, and marketing. The second in the series, Household Cleaning Products-The Consumer-U.S., June 2008, will utilize data from Simmons NCS and Mintel' s exclusive consumer survey to provide insight on consumers of household cleaning products.
The household cleaning products market is more than $5 billion in 2007. A number of its mature segments, like surface cleaners and sponges, are experiencing slow to negative growth. National brands dominate all segments; the role of private label manufacturers is small. Innovation and line extensions drive growth within a brand and, as with cleaning cloths and wipes, within a segment.
Yet, this growth is rarely sustainable over the long term. Distribution has become more competitive, with Wal-Mart alone equaling the sales of the supermarket channel. Eco-friendly and convenient products are a growth area, but consumer interest in new products can be fleeting and tends to gravitate toward established national brands like Clorox, Lysol, Windex, and Pledge.
Analysis and insights include:
- which companies and household cleaning brands are doing well and which are not
- which brands are positioned for future growth
- which segments of the household cleaning products market are growing
- where most household cleaning products are purchased
- Wal-Mart' s impact on retail distribution
- importance of new product development to revenue growth and trends in product claims
- how to differentiate household cleaning products in the minds of consumers
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Key themes
- Market size and forecast--flat overall, buoyed by individual product wins
- Competitive context--dozens of products; five leading companies
- Segment performances
- Household surface cleaners
- Rug/upholstery/fabric cleaners
- Sponges/scouring pads
- Cleaner clothes/wipes
- Furniture polish
- Floor cleaners/wax removers
- Revenue growth comes from non-traditional channels
- Clorox and Lysol lead market
- Product development activity essential
- Market Size and Forecast
- Key points
- Revenue growth curtailed by shift in sales to Wal-Mart and lower volume
sales
- Brands matter
- Connecting with the customer is key
- Innovation helps spur sales in a mature category
- Figure 1: Total U.S. sales and forecast of household cleaning products
at current prices, 2002-12
- Figure 2: Total U.S. sales and forecast of household cleaning products
at inflation adjusted prices, 2002-12
- Competitive Context
- Key points
- Line extensions and product innovations are the principal means of
competition
- Figure 3: U.S. new household cleaning product introductions, 2002-07
- Three companies control more than half of category sales
- "Clean enough" is the new standard
- Segment Performance--Overview
- Key points
- Wipes continue to shine
- Rugs less popular but more protected
- Figure 4: FDMx* sales and forecast of household cleaning products at
current prices, by segment, 2002-12
- Figure 5: FDMx* sales of household cleaning products, by segment, 2005
and 2007
- Segment Performance--Household Surface Cleaners
- Key points
- Surface cleaner segment sales are underperforming the category
- As go new products/innovations, so go sales
- Figure 6: FDMx* sales and forecast of household surface cleaners, 2002-12
- Figure 7: FDMx* sales of household surface cleaners, by type, 2005 and
2007
- Segment Performance--Rug/Upholstery/Fabric Cleaners
- Key points
- Hard surface flooring has reduced the demand for rug cleaners/treatments
- There is always room for a needed product
- Figure 8: FDMx* sales and forecast of rug/upholstery/fabric cleaners,
2002-12
- Segment Performance--Sponges and Scouring Pads
- Key points
- 3M' s Scotch-Brite leads the way
- Private labels account for 16% of segment sales
- Figure 9: FDMx* sales and forecast of sponges and scouring pads, 2002-12
- Segment Performance--Cleaning Cloths/Wipes
- Key points
- A high-flying segment settles down
- All-purpose wipes dominate the segment
- Figure 10: FDMx* sales and forecast of cleaning cloths/wipes, 2002-12
- Figure 11: FDMx* sales of cleaning cloths/wipes, by type, 2005 and 2007
- Segment Performance--Furniture Polish
- Key points
- Sampling of furniture wipes damaged traditional polish sales
- Little innovation, no lift in sales
- Figure 12: FDMx* sales and forecast of furniture polish, 2002-12
- Segment Performance--Floor Cleaners/Wax Removers
- Key points
- Consumers like Swiffer
- Hard floor surfaces in vogue
- Figure 13: FDMx* sales and forecast of floor cleaners/wax removers,
2002-12
- Retail Channels
- Key points
- 70% of sales but no revenue growth
- Everyday low prices hurt revenue growth across major channels
- Wal-Mart sets the retail tone
- Green movement sparks growing interest in natural products
- Figure 14: U.S. sales of household cleaning products, by retail channel,
2005 and 2007
- Retail Channels--Discounters
- Key points
- Sales through discounters holding steady
- Figure 15: U.S. sales of household cleaning products at discount
stores/supercenters/warehouse clubs, 2002-07
- Retail Channels--Supermarkets
- Key points
- To keep sales in-house, supermarkets need to get creative
- Build store brand sales
- Figure 16: U.S. sales of household cleaning products at supermarkets,
2002-07
- Retail Channels--General Merchandise Stores
- Key points
- Discounters aren' t the only place to find brand names for less
- Figure 17: U.S. sales of household cleaning products at general
merchandise stores, 2002-07
- Retail Channels--Natural and Other Channels
- Key points
- Natural cleaning products are a match for the natural food channel
- Figure 18: Natural product supermarket retail sales of household
cleaners, at current and inflation adjusted prices, 52 weeks ending March,
2006-08
- Green products take some getting used to
- Figure 19: Sales of household cleaning products through natural
supermarkets, by segment, 2006 and 2008
- Online retailers are promoting household cleaning product offerings
- Figure 20: U.S. sales of household cleaning products at other* channels,
2002-07
- Market Drivers
- Less time being spent on household chores
- Figure 21: Hours spent doing housework 1976 and 2005
- Age considerations
- Figure 22: Population by age, 2002-12
- Less carpet, more hard surface flooring
- Figure 23: U.S. wholesale sales of floor covering products, 2002 & 2007
- New product introductions essential
- Figure 24: U.S. new household cleaning product introductions, 2002-07
- Consumers more interested in green products
- Figure 25: Consumer awareness of ' green' products or services, February
2008
- Leading Companies
- Key points
- Branding is critical to sales and profitability
- Market share concentrated in the hands of just a few companies
- Figure 26: FDMx* sales of leading household cleaning products companies,
2005 and 2007
- Brand Share--Household Surface Cleaners
- All-purpose cleaners and disinfectants
- Key points
- Brand extensions can be effective
- Line extensions reinvigorate the brand
- Targeting helps to differentiate brands
- Figure 27: FDMx* brand sales of all-purpose cleaner/disinfectant, 2005
and 2007
- Toilet bowl cleaners and disinfectants
- Key points
- Lysol and Clorox brand franchises are dominant
- Disposable toilet brush concept wanes
- Figure 28: FDMx* brand sales of toilet bowl cleaner/disinfectant, 2005
and 2007
- Non-abrasive tub and tile cleaners
- Key points
- Scrubbing Bubbles drives growth in the segment
- An innovative subsegment
- Figure 29: FDMx* brand sales of non-abrasive tub and tile cleaners, 2005
and 2007
- Glass cleaner/ammonia
- Key points
- Windex leads the way
- Innovation is limited
- Figure 30: FDMx* brand sales of glass cleaner/ammonia, 2005 and 2007
- Drain cleaner
- Key points
- Drano and Liquid-Plumr dominate
- Figure 31: FDMx* brand sales of drain cleaner, 2005 and 2007
- Brand Share--Rug/Upholstery/Fabric Cleaners
- Key points
- Smoking bans curtail the need for deodorizers
- Smaller players with targeted products can make inroads
- Figure 32: FDMx* brand sales of rug/upholstery/fabric cleaners, 2005 and
2007
- Brand Share--Sponges and Scouring Pads
- Key points
- Scotch-Brite registered 30% increase 2005-07
- Scouring pads wear out their welcome
- Figure 33: FDMx* brand sales of sponges and scouring pads, 2005 and 2007
- Brand Share--Cleaning Cloths/Wipes
- Key points
- Clorox shines among dull leading brands
- Private label and other brands make inroads
- Figure 34: FDMx* brand sales of cleaning cloths and wipes, 2005 and 2007
- Brand Share--Furniture Polish
- Key points
- Pledge rolls along
- Figure 35: FDMx* brand sales of furniture polish, 2005 and 2007
- Brand Share--Floor Cleaners/Wax Removers
- Key points
- Consumers keep buying Swiffer
- New flooring surfaces inspire demand for new products
- Figure 36: FDMx* brand sales of floor cleaners/wax removers, 2005 and
2007
- Brand Qualities
- Clorox (The Clorox Company)
- Lysol (Reckitt Benckiser)
- Scrubbing Bubbles (SC Johnson)
- Swiffer (P&G)
- Method (Method Products)
- Innovation and Innovators
- Key points
- Convenience leads new product positioning claims
- Figure 37: U.S. new household cleaning product introductions, by
category, 2005 and 2007
- Figure 38: Top FIVE product claims in hard surface care, 2008
- Innovators
- Scrubbing Bubbles
- Method
- Clorox Green Works
- O-Cel-O
- Fabuloso
- Natural brand leaders
- Advertising and Promotion
- Key points
- Advertising themes
- Responsible moms will use this product
- Figure 39: Clorox Anywhere Hard Surface Spray television ad, 2007
- Figure 40: Clorox cleaner range television ad, 2007
- Figure 41: Clorox Green Works television ad, 2008
- Just when you thought your bathroom was clean...
- Figure 42: Lysol Deep Reach toilet cleaner television ad, 2007
- Figure 43: Lysol liquid toilet cleaner television ad, 2007
- Effectiveness is what counts
- Figure 44: Easy Off Bam television ad, 2007
- Figure 45: Formula 409 all-purpose cleaner television ad, 2007
- Figure 46: Kaboom bathroom cleaner television ad, 2007
- Company expenditures
- Figure 47: U.S. media spending for leading household cleaning brands,
2005 and 2006
- Figure 48: Febreze television ad, 2007
- Figure 49: Mr Clean with Febreze television ad, 2008
- Appendix: Trade Associations
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