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Household Cleaning Equipment - US - September 2014

Published By :

Mintel

Published Date : Sep 2014

Category :

Housewares

No. of Pages : 125 Pages


While familiar, tried-and-true the cleaning tools form a foundation for the mature household cleaning equipment market, innovation is essential to driving growth or gaining market share. Consumers who do housecleaning are open to new ideas that deliver better results and that make the task itself more satisfying.
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary
The market
Modest growth as category’s biggest segment stalls
Figure 1: Total US sales and fan chart forecast of household cleaning equipment, at current prices, 2009-19
Market segmentation
Figure 2: Total US sales of household cleaning equipment, by segment, at current prices, 2009-14
Key players
P&G stakes out leadership position through product innovation
Figure 3: Manufacturer share of household cleaning equipment, 2014
The consumer
Kitchen tools most likely to see daily usage
Figure 4: Usage frequency of household cleaning equipment, July 2014
Keeping cleaning equipment clean and germ free
Microfiber cleaning cloths hold potential
Figure 5: Attitudes toward household cleaning equipment, July 2014
Higher-income housecleaners more likely to be interested in specialized tools
Figure 6: Attitudes toward household cleaning equipment, by household income, July 2014
Traditional floor cleaning products still used most frequently
Figure 7: Usage frequency of floor cleaning equipment, by household size, July 2014
Maneuverability and disinfection present opportunities in floor cleaning
Figure 8: Attitudes toward floor cleaning equipment, July 2014
What we think

Issues and Insights
Making microfiber work
The issues
The implications
Disposable vs reusable
The issues
The implications
Focus on the experience
The issues
The implications

Trend Application
Trend: FSTR HYPR
Trend: Life Hacking
Trend: Mood to Order

Market Size and Forecast
Key points
Sales and forecast of household cleaning equipment
Figure 9: Total US sales and forecast of household cleaning equipment, at current prices, 2009-19
Figure 10: Total US sales and forecast of household cleaning equipment, at inflation-adjusted prices, 2009-19
Innovation key to future growth
Figure 11: Total US sales and fan chart forecast of household cleaning equipment, at current prices, 2009-19
Forecast methodology

Market Drivers
Household income stabilizes but remains weak
Figure 12: Median household income in inflation-adjusted dollars, 2002-12
Consumer confidence creeps up
Figure 13: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-14
Household growth slows, especially households with kids
Figure 14: Households, by presence of children, 2003-13
Population shifts make home laundry market more diverse
Figure 15: Households with children by race and Hispanic origin of householder, 2013
Figure 16: Population, by race and Hispanic origin, 2009-19
Time spent on housework changed little between 2003 and 2012
Gender gap in housework continues to narrow
Figure 17: Time spent daily on housework, minutes, 2003-12

Competitive Context
Convenience and ease drive surface cleaner segment shifts
Sales of household surface cleaners, by segment
Figure 18: Sales of household surface cleaners, segmented by type, 2011 and 2013

Segment Performance
Key points
Flat sales in largest segment slow total category growth
Figure 19: Total US sales of household cleaning equipment, by segment, at current prices, 2012 and 2014
Sales flat for cleaning tools, mops, and brooms
Figure 20: Total US sales and forecast of cleaning tools, mops, and brooms, at current prices, 2009-19
Sponges and scouring pads hold steady
Figure 21: Total US sales and forecast of sponges and scouring pads, at current prices, 2009-19
Gloves post strong growth
Figure 22: Total US sales and forecast of gloves, at current prices, 2009-19

Retail Channels
Key points
Overall, supermarkets and drug stores lose share to others
Channel associations evident in sales skews
Sales of household cleaning equipment, by channel
Figure 23: Sales of household cleaning equipment, by channel, 2012 and 2014
Long-term trend favors price- and value-driven channels
Figure 24: Sales of household cleaning equipment, by channel, 2009-14

Leading Companies
Key points
P&G stakes out leadership position through product innovation
3M sales concentrated in Scotch-Brite sponges
Bradshaw’s Butler purchases oneCARE to become number three company
Manufacturer sales of household cleaning equipment
Figure 25: Manufacturer sales of household cleaning equipment, 2013 and 2014

Brand Share – Cleaning Tools, Mops, and Brooms
Key points
Swiffer continues to grow on marketing and new products
Swiffer boxes out floor-cleaning competition
Manufacturer sales of cleaning tools, mops, and brooms
Figure 26: Manufacturer sales of cleaning tools, mops, and brooms, 2013 and 2014
Figure 27: Key purchase measures for the top brands of cleaning tools, mops, and brooms, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)

Brand Share – Sponges
Key points
3M strengthens its already dominant position in sponges
Manufacturer sales of sponges
Figure 28: Manufacturer sales of sponges, 2013 and 2014
Figure 29: Key purchase measures for the top brands of sponges, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)

Brand Share – Gloves
Key points
Playtex loses share to private label and Mr. Clean
Private label increasingly dominant
Manufacturer sales of gloves
Figure 30: Manufacturer sales of gloves, 2013 and 2014
Figure 31: Key purchase measures for gloves, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)

Brand Share – Scouring Pads
Key points
3M and private label notch gains
Manufacturer sales of scouring pads
Figure 32: Manufacturer sales of scouring pads, 2013 and 2014
Figure 33: Key purchase measures for the top brands of cleaning tools, mops, and brooms, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)

Innovations and Innovators
Creating new cleaning experiences
Keeping bacteria at bay
Casabella emphasizes design
Eco-friendly offerings in natural materials

Marketing Strategies
Swiffer highlights users to demonstrate housecleaning utility
Figure 34: Swiffer “Morty Are You Listening?” TV ad, 2013
Figure 35: Swiffer “The Slacks” TV ad, 2014
Figure 36: Swiffer “The Crawling Mop” TV ad, 2014
Mr. Clean Magic Eraser trades on mascot equity
Figure 37: Mr. Clean Magic Eraser “Extra Power: Cabin” TV ad, 2013
Figure 38: Mr. Clean Magic Eraser “Handy Grip” TV ad, 2013
Leveraging well-known brands through licensing
Butler features leverages P&G brands

Responsibility for Cleaning and Purchasing Cleaning Products
Women still more likely to clean and shop, but gender gap is narrowing
Figure 39: Responsibility for cleaning and purchasing cleaning products, by gender and age, July 2014

Usage of Household Cleaning Equipment
Key points
Kitchen tools most likely to see daily usage
Less frequent use for bathroom cleaning tools
Optimize speed, convenience for bathroom tools
Tools for deep-cleaning see least frequent usage
Figure 40: Usage of household cleaning equipment, July 2014
Usage gaps based on generational differences
Figure 41: Usage of household cleaning equipment, once a week or more, by gender and age, July 2014
HH size, lifestage differences impact product usage, frequency
Figure 42: Usage of household cleaning equipment, once a week or more, by household size, July 2014

Attitudes toward Household Cleaning Equipment
Key points
Keeping cleaning equipment clean and germ free
Microfiber cleaning cloths hold potential
Figure 43: Attitudes toward household cleaning equipment, by gender and age, July 2014
Higher-income housecleaners more likely to be interested in specialized tools
Figure 44: Attitudes toward household cleaning equipment, by household income, July 2014

Usage of Floor Cleaning Equipment
Key points
Traditional floor cleaning products still used most frequently
Figure 45: Usage of floor cleaning equipment, by demographics, July 2014
Young adults use a wider array of floor cleaning tools
Figure 46: Usage of floor cleaning equipment, once a week or more, by gender and age, July 2014
Larger households use far broader array of floor cleaning products
Figure 47: Usage of floor cleaning equipment, once a week or more, by household size, July 2014

Attitudes toward Floor Cleaning Equipment
Key points
Maneuverability and reach are key attributes in floor care
Deeper cleaning: some prioritize germ-killing in floor care
Solution-free cleaning an eco-friendly preference for some
Figure 48: Attitudes toward floor cleaning equipment, by gender and age, July 2014
Larger households more engaged in floor cleaning
Figure 49: Attitudes toward floor cleaning equipment, by household size, July 2014

Race and Hispanic origin
Black, Hispanic, and Asian consumers use a wider variety of cleaning tools
Figure 50: Usage of household cleaning equipment, once a week or more, by race/Hispanic origin, July 2014
For Hispanics, having the right tool for the job is important
Figure 51: Attitudes toward household cleaning equipment, by race/Hispanic origin, July 2014
Hispanics use a wider variety of floor cleaning tools than other groups
Figure 52: Usage of floor cleaning equipment, once a week or more, by race/Hispanic origin, July 2014
Hispanic, Black consumers more likely to be interested in steam cleaners
Figure 53: Attitudes toward floor cleaning equipment, by race/Hispanic origin, July 2014

Home Care Segmentation Analysis
Figure 54: Home care segments, July 2014
Disengageds
Demographics
Characteristics
Opportunity
Deep Cleaners
Demographics
Characteristics
Opportunity
Easy Greens
Demographics
Characteristics
Opportunity
Greener Cleaners
Demographics
Characteristics
Opportunity
Just the Basics
Demographics
Characteristics
Opportunity
Home care segment characteristic tables
Figure 55: Responsibility for cleaning and purchasing cleaning products, by home care segments, July 2014
Figure 56: Attitudes toward home care, any agree, by home care segments, July 2014
Figure 57: Attitudes toward home care, agree strongly, by home care segments, July 2014
Figure 58: Usage of, once a week or more, by home care segments, July 2014
Figure 59: Attitudes toward household cleaning equipment, by home care segments, July 2014
Figure 60: Flooring types owned, by home care segments, July 2014
Figure 61: Usage of floor cleaning equipment, once a week or more, by home care segments, July 2014
Figure 62: Attitudes toward floor cleaning equipment, by home care segments, July 2014
Cluster demographic tables
Figure 63: Home care segments, by demographics, July 2014
Cluster methodology

Appendix – Other Useful Consumer Tables
Responsibility for cleaning and purchasing cleaning products
Figure 64: Responsibility for cleaning and purchasing cleaning products, by household income, July 2014
Figure 65: Responsibility for cleaning and purchasing cleaning products, by household size, July 2014
Figure 66: Responsibility for cleaning and purchasing cleaning products, by race/Hispanic origin, July 2014
Attitudes toward home care
Figure 67: Attitudes toward home care, July 2014
Figure 68: Attitudes toward home care, any agree, by gender and age, July 2014
Figure 69: Attitudes toward home care, any agree, by household income, July 2014
Figure 70: Attitudes toward home care, any agree, by household size, July 2014
Figure 71: Attitudes toward home care, any agree, by race/Hispanic origin, July 2014
Figure 72: Attitudes toward home care, agree strongly, by gender and age, July 2014
Figure 73: Attitudes toward home care, agree strongly, by household income, July 2014
Figure 74: Attitudes toward home care, agree strongly, by household size, July 2014
Figure 75: Attitudes toward home care, agree strongly, by race/Hispanic origin, July 2014
Usage of household cleaning equipment
Figure 76: Usage of household cleaning equipment, once a week or more, by household income, July 2014
Attitudes toward household cleaning equipment
Figure 77: Attitudes toward household cleaning equipment, by household size, July 2014
Flooring types owned
Figure 78: Flooring types owned, by gender and age, July 2014
Figure 79: Flooring types owned, by household income, July 2014
Figure 80: Flooring types owned, by household size, July 2014
Figure 81: Flooring types owned, by race/Hispanic origin, July 2014
Usage of floor cleaning equipment
Figure 82: Usage of floor cleaning equipment, once a week or more, by household income, July 2014
Figure 83: Usage of floor cleaning equipment once a week or more, by flooring types owned, July 2014
Attitudes toward floor cleaning equipment
Figure 84: Attitudes toward floor cleaning equipment, by household income, July 2014
Figure 85: Attitudes toward floor cleaning equipment, by flooring types owned, July 2014

Appendix – Information Resources Inc. Builders Panel Data Definitions
Information Resources Inc. Consumer Network Metrics

Appendix – Trade Associations

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