Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Market at a glance
- Green products and private label offer bright spots
- Convenient, easy-to-use wipes compete with conventional cleaners
- All segments have seen sales fall from 2006-08
- From 2006-08, supermarkets lose market share to "other" retailers
- Mass merchandisers expand offerings and see sales grow substantially
- Broad cultural changes lead to less cleaning in American households
- The economic downturn is leading Americans to cut spending on cleaners
- Concern about chemicals and green living trends boost demand for green
cleaners
- Clorox, Reckitt Benckiser and SC Johnson lead the market
- Leading suppliers offer diverse portfolios with strong, distinct brands
- Innovations: green products, upscale scents, and gadgets
- Ads focus on moms, family health, and natural living
- Cleaning habits vary with gender, lifestage
- Kitchen counters cleaned most frequently
- Usage of diverse cleaners
- Ethnicity is key factor shaping brand preference
- Saving time and money are priorities to be highlighted for a range of
consumers
- Blacks clean more frequently and should be key consumer group targeted for
specialized cleaners
- For parents, time, stress and cost are even greater concerns
- Young women establish brand allegiance
- Market Size and Forecast
- Key points
- For many, wipes get surfaces clean enough
- Figure 5: FDMx sales of household surface cleaners, at current prices,
2003-13
- Figure 6: FDMx sales of household surface cleaners, at
inflation-adjusted prices, 2003-13
- Walmart sales
- Competitive Context
- Key points
- Use of professional cleaning services can limit use of cleaning products
- Figure 7: Use of professional cleaning service for regular or deep
cleaning, by age, February 2009
- Figure 8: Household use of professional cleaning service, by household
income, February 2009
- New, convenient wipes compete with traditional surface cleaners
- Figure 9: Household penetration of wipes vs. other cleaners, July
2007-September 2008
- Figure 10: FDMx sales of household cleaner cloths, at current prices,
2003-08
- Private label wipes, environmentally-friendly and recently introduced
products offer greatest competition with surface cleaners in 2009
- Figure 11: FDMx sales of select brands of wipes showing above-average
growth 2008-09
- Segment Performance--Overview
- Key points
- New product introductions help all-purpose cleaners outperform the market
- Toilet bowl cleaners post drop almost twice that of the market
- Tub/tile and glass cleaners lose sales at rate above market average
- Drain cleaners buoyed by sales of SC Johnson' s Drano Max
- Other cleaners, especially spray disinfectants, do comparatively well
- Figure 12: FDMx sales of household surface cleaners, by segment, 2006
and 2008
- Segment Performance--All-Purpose Cleaner/Disinfectant
- Key points
- Brand extensions and co-branded products outperform others
- Green Works registers exceptional growth and Nature' s Source poised to
gain share
- Private label offerings increase and show strong growth
- Sales and forecast
- Figure 13: FDMx sales and forecast of all-purpose cleaner/disinfectant,
at current prices, 2003-13
- Segment Performance--Tub/Tile Cleaner
- Key points
- Green products offer rare bright spot in tub/tile segment
- Sales and forecast
- Figure 14: FDMx sales and forecast of tub/tile cleaner, at current
prices, 2003-13
- Segment Performance--Toilet Bowl Cleaner/Deodorizer
- Key points
- Disposable wand/brush systems see sales drop
- New product introductions show strongest sales growth
- Sales and forecast
- Figure 15: FDMx sales and forecast of toilet bowl cleaner/deodorizer, at
current prices, 2003-13
- Segment Performance--Glass Cleaner/Ammonia
- Key points
- Windex loses market share as green window cleaners gain ground
- New private label offerings give consumers economical alternatives
- Sales and forecast
- Figure 16: FDMx sales and forecast of glass cleaner/ammonia, at current
prices, 2003-13
- Segment Performance--Drain Cleaner
- Key points
- Drano Max leads the segment
- Private label offerings show strong growth
- Sales and forecast
- Figure 17: FDMx sales and forecast of drain cleaner, at current prices,
2003-13
- Segment Performance--Other Surface Cleaners
- Key points
- Sales and forecast
- Figure 18: FDMx sales and forecast of other surface cleaners, at current
prices, 2003-13
- Retail Channels
- Key points
- Figure 19: FDMx sales of household surface cleaners, by retail channel,
2006 and 2008
- Retail Channels--Supermarkets
- Key points
- Supermarket sales
- Figure 20: Supermarket sales of household surface cleaners, 2003-08
- Retail Channels--Mass Merchandisers and Drugstores
- Key points
- Walmart keeps prices low, expands private label offerings and takes a lead
in green market
- Other FDMx sales
- Figure 21: All other FDMx stores sales of household surface cleaners,
2003-08
- Market Drivers
- Key points
- Less time being spent on household chores
- Figure 22: Hours spent doing housework, 1976 and 2005
- Figure 23: Attitudes and behaviors regarding cleaning, February 2009
- Figure 24: Attitudes and behaviors regarding cleaning, by age, February
2009
- The recession drives down sales as consumers seek to cut costs
- Figure 25: Incidence of making changes in cleaning products to save
money, February 2009
- Concern with chemicals and green living trends drive demand for natural
and eco-friendly products
- Concern about chemicals drives some interest in green cleaners
- Figure 26: Trying to reduce exposure to chemicals and pollutants, October
2008
- Broader concern with the environment and green living trends impacts
product choice
- Figure 27: Degree of concern relative to environment, by gender, October
2008
- Figure 28: Belief shopping habits make a difference, October 2008
- Figure 29: More concerned with economy or tired of hearing of
environment, by age, October 2008
- Figure 30: Change in frequency of buying green products, August
2006-October 2008
- Leading Companies
- Key points
- Three companies share lead in diversified market
- Manufacturer sales
- Figure 31: FDMx sales of household surface cleaners, by leading
manufacturers, 2008 and 2009
- Brand Share--All Purpose Cleaner/Disinfectant
- Key points
- Green Works is major success for Clorox from 2008-09
- Lysol Lemon Breeze outpaces Lysol, suggesting fragranced products command
interest
- Procter & Gamble sees sales soar with successful brand extensions
- Fabuloso appeals to Hispanics and brings Colgate-Palmolive growth in
2008-09
- SC Johnson' s brands don' t fare as well as competitors' , but Nature' s
Source offers hope
- Manufacturer and brand sales
- Figure 32: FDMx brand sales of all purpose cleaner/disinfectant in the
U.S., 2008 and 2009
- Brand Share--Tub/Tile Cleaner
- Key points
- Scrubbing Bubbles remains dominant, but green cleaners offer best growth
prospects
- Manufacturer and brand sales
- Figure 33: FDMx brand sales of non-abrasive tub/tile cleaner in the
U.S., 2008 and 2009
- Brand Share--Toilet Bowl Cleaner/Disinfectant
- Key points
- Lysol and Clorox dominate market with strong brand reputations as tough,
disinfecting cleaners
- SC Johnson launches successful Scrubbing Bubbles Toilet Cleaning Gel
- Wand products continue to lose ground
- Manufacturer and brand sales
- Figure 34: FDMx brand sales of toilet bowl cleaner/disinfectant in the
U.S., 2008 and 2009
- Brand Share--Glass Cleaner/Ammonia
- Key points
- Windex has dominant share, but is losing ground
- Manufacturer and brand sales
- Figure 35: FDMx brand sales of glass cleaner/ammonia in the U.S., 2008
and 2009
- Brand Share--Drain Cleaner
- Key points
- Manufacturer and brand sales
- Figure 36: FDMx brand sales of drain cleaner in the U.S., 2008 and 2009
- Brand Share--Other Surface Cleaners
- Key points
- Manufacturer and brand sales
- Figure 37: FDMx brand sales of drain cleaner in the U.S., 2008 and 2009
- Brand Qualities
- Key points
- Some brand identities have been 50 years in the making
- Clorox (The Clorox Company)
- A reputation built on the power of bleach...
- Softens up to go green
- Clorox products are an important part of a healthy home
- Green Works brings power to green cleaning
- Liquid-Plumr sympathizes with the user
- Pine Sol combines powerful scent and effectiveness
- Reckitt Benckiser (Lysol)
- Using Lysol keeps families safe
- Pediatricians' recommendation scores points with moms
- Lysol as an effective tool in germ fighting
- SC Johnson
- Drano projects an image of strength
- Mrs. Meyer' s goes back to a simpler time
- Nature' s Source appeals to those looking to reduce their impact on the
environment
- Scrubbing Bubbles save you time
- Windex
- Other selected brands
- Fabuloso (Colgate-Palmolive) breaks out of the norm with bright colors and
strong fragrances
- Mr. Clean (Procter & Gamble) cleans like magic
- Method (Method Products) does natural with style
- Seventh Generation is about serious green cleaning
- Innovation and Innovators
- Key points
- Innovations and brand extensions remain integral to growth
- Figure 38: U.S. new household cleaning product introductions, 2003-08
- Mainstream green cleaners are major innovation for 2008-09
- Clorox and SC Johnson launch complete product lines under new green brands
- Arm & Hammer launches innovative Essentials line
- Green options expanding, even in drain cleaning products
- Private label makes green brands more accessible
- Manufacturers go beyond the mere smell of clean
- Environmentally-friendly products incorporate essential oils and aroma
therapeutic properties
- Starter kits allow consumers to try many upscale products all at once
- Scrubbing Bubbles introduces hygienic, convenient toilet gel discs
- Mr. Clean with Febreze offers effective co-branding effort
- Advertising and Promotion
- Key points
- Moms are focus of almost all ad campaigns
- Real moms trust it
- Figure 39: Clorox anywhere spray TV ad, 2008
- Lysol keeps it real
- Figure 40: Lysol all-purpose TV ad, 2009
- The threat from germs is great
- Figure 41: Lysol disinfecting spray TV ad, 2008
- Green cleaners leverage label mates' reputation of effectiveness
- Figure 42: Green Works TV ad, 2009
- Figure 43: Nature' s Source TV ad, 2008
- Multi-purpose products simplify cleaning
- Figure 44: Easy-Off Bam TV ad, 2008
- Cleaning Basics--Who Does It and How?
- Key points
- Women remain major cleaners in HH, but many men participate
- Figure 45: Who is responsible for household cleaning, by gender,
February 2009
- Younger respondents more likely to share cleaning duties
- Figure 46: Who is responsible for household cleaning, by age, February
2009
- Men have less rigorous approach to cleaning
- Figure 47: Approach to cleaning, by gender, February 2009
- Cleaning less of a priority for younger adults
- Figure 48: Approach to cleaning, by age, February 2009
- Oldest and youngest most likely to hire deep cleaning professionals
- Figure 49: Incidence of using professional cleaning services, by age,
February 2009
- Income key driver for hiring professional help for deep cleaning
- Figure 50: Incidence of using professional cleaning services, by
household income, February 2009
- Kitchen counters cleaned daily; other surfaces, not so much
- Figure 51: Frequency of cleaning household surfaces, by surface,
February 2009
- Type and Form of Cleaners Used
- Key points
- Cleaners used
- Nearly everyone uses window/glass cleaner
- Figure 52: Household penetration of selected surface cleaners, July
2007-September 2008
- Recent purchasing data show all-purpose and toilet bowl cleaners most
often replenished
- Figure 53: Types of surface cleaners used and purchased in last 3
months, February 2009
- Types/forms of cleaners used
- 18-34s show higher use of disinfectants and deodorizers
- Figure 54: Type of household cleaners used, by age, July 2007-September
2008
- Lower-income HHs more likely to use powders and deodorizers
- Figure 55: Type of household cleaners used, by household income, July
2007-September 2008
- Powder is most widely-used abrasive cleaner form
- Figure 56: Type of abrasive household cleaners used, by age, July
2007-September 2008
- Brand Preferences--Window/Glass Cleaners, Household Cleaners, Abrasive
Cleaners
- Key points
- Ethnicity determines significant differences in brand preferences
- Figure 57: Brand of household cleaners used, by race/Hispanic origin,
July 2007-September 2008
- Windex dominant window cleaner, though blacks use variety of additional
brands
- Figure 58: Brand of window/glass cleaners used, by race/Hispanic origin,
July 2007-September 2008
- In abrasives, Comet leads and Ajax popular with non-white ethnicities
- Figure 59: Brand of abrasive cleaners used, by race/Hispanic origin,
July 2007-September 2008
- Attitudes and Motivations
- Key points
- The task of cleaning can be overwhelming
- Figure 60: Attitudes towards cleaning and time pressure, by age,
February 2009
- If they had the time to clean, those in higher-income households say that
they would clean more often
- Figure 61: Attitudes and behaviors regarding cleaning and time pressure,
by household income, February 2009
- Effects of economy stretch to home cleaning
- Figure 62: Incidence of making changes in cleaning products to save
money, by key demographics, February 2009
- Younger buyers more likely to agree that all-purpose products can get the
job done
- Figure 63: Opinions regarding all-purpose cleaners, by age, February 2009
- Affluent households need more products for more surfaces
- Figure 64: Opinions regarding all-purpose cleaners, by household income,
February 2009
- Race and Hispanic Origin
- Key points
- Product use suggests cultural differences in cleaning habits
- Figure 65: Household penetration of selected surface cleaners, by
race/Hispanic origin, July 2007-September 2008
- Blacks use greater variety of cleaner types
- Figure 66: Type of household cleaners used, by race/Hispanic origin,
July 2007-September 2008
- Blacks clean daily, while Hispanics clean on a regular schedule
- Figure 67: Approach to cleaning, by race/Hispanic origin, February 2009
- Blacks clean a range of household surfaces far more frequently than average
- Figure 68: How often selected bathroom surfaces are cleaned, by
race/Hispanic origin, February 2009
- Figure 69: How often kitchen counters are cleaned, by race/Hispanic
origin, February 2009
- Appendix: Other Useful Consumer Tables
- 18-34s show above-average use of Ajax
- Figure 96: Brand of abrasive cleaners used, by age, July 2007-September
2008
- Window/glass cleaners widely used on a variety of surfaces
- Figure 97: Where window/glass cleaners are used, July 2007-September 2008
- Fabuloso shows much higher use among 18-34s
- Figure 98: Brand of household cleaners used, by age, July 2007-September
2008
- Easy-Off is most popular oven cleaner brand
- Figure 99: Brand of oven cleaners used, by race/Hispanic origin, July
2007-September 2008
- Appendix: Trade Associations
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