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
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