Summary

The home care industry in the US saw slight current value growth in 2022, due mainly to rising prices and inflation. While cleaning habits remained more frequent than in 2019, consumer behaviour started going back to the pre-pandemic pattern, with more consumers returning to weekly rather than daily cleaning. In addition, consumers left their homes more in 2022 for work and pleasure, which reduced the amount of time that consumers could dedicate to household cleaning and chores.

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 2027 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.

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Table of Contents

Home Care in the US
Euromonitor International
April 2023

List Of Contents And Tables

HOME CARE IN THE US
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Brands strengthen in 2022, but 2023 might show a different picture
Procter & Gamble’s Downy Rinse & Refresh bets on odour removal, exploring a new category and threatening softeners
Large sizes benefit in 2022, as a money-saving alternative
PROSPECTS AND OPPORTUNITIES
Sustainable brands and products to continue gaining strength
Cold water cycles gaining importance at a time of economic uncertainty
Multipurpose products to win amongst cost-aware consumers
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2017-2022
Table 19 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 20 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 21 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 22 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 23 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 25 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dishwashing grows slightly, driven by price increases, and offset by automatic dishwashing powders
Dishwashing tablets continues to grow as dishwasher penetration remains high
Home-cooking increases due to healthy eating trend and economic uncertainty
PROSPECTS AND OPPORTUNITIES
Self-cleaning small appliances could disrupt the category in the forecast period
Sustainable initiatives around dishwashing will continue to gain visibility
Growth in hand dishwashing tied to innovation as dishwasher penetration continues to grow
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2017-2022
Table 29 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 30 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 31 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 32 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Lysol remains the leader in home care disinfectants, despite losing share as consumers clean weekly instead of daily
Demand for disinfecting and sanitising wipes softens, with incumbent brands maintaining dominance
Multipurpose cleaners grows as consumers prefer versatile products
PROSPECTS AND OPPORTUNITIES
Private label will continue to strengthen as consumers look for price-favourable options
Sustainability to offer share gain opportunities in surface care
Refillable options set to strengthen in surface care in the forecast period
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2017-2022
Table 35 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 38 NBO Company Shares of Surface Care: % Value 2018-2022
Table 39 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 42 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bleach declines below pre-pandemic levels
Walmart’s Great Value gains share due to price increases
Clorox remains the leader in bleach despite seeing a decline in value sales
PROSPECTS AND OPPORTUNITIES
Long-term decline for bleach expected to continue
E-commerce set to continue to decline in bleach in 2023
Alternatives will continue to rise and take share from traditional bleach
CATEGORY DATA
Table 44 Sales of Bleach: Value 2017-2022
Table 45 Sales of Bleach: % Value Growth 2017-2022
Table 46 NBO Company Shares of Bleach: % Value 2018-2022
Table 47 LBN Brand Shares of Bleach: % Value 2019-2022
Table 48 Forecast Sales of Bleach: Value 2022-2027
Table 49 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Toilet care grows in value terms in 2022 due to higher prices, but smaller players continue to disrupt
Innovation in toilet coating disrupts the toilet care category
PROSPECTS AND OPPORTUNITIES
Scrub Daddy’s Toilet Wand System to revitalise the category and push sales in the forecast period
Smart toilets to disrupt the industry as consumers’ interest in smart homes grows
Success of sustainable products to depend on efficacy and antibacterial claims
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2017-2022
Table 51 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 53 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 54 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Shoe polish sees the steepest decline due to changing work and style
E-commerce share only slightly declines, despite consumers returning to stores
SC Johnson still holds the majority of share within polishes
PROSPECTS AND OPPORTUNITIES
Polishes set to decline throughout the forecast period
Natural and DIY options to gain strength as consumers look for sustainable alternatives
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2017-2022
Table 57 Sales of Polishes by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Polishes: % Value 2018-2022
Table 59 LBN Brand Shares of Polishes: % Value 2019-2022
Table 60 Forecast Sales of Polishes by Category: Value 2022-2027
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for air care softens, seeing decline for the first time since 2009
Refillable options target sustainability, as consumers’ concern for the environment deepens
Gel air fresheners continues its downward trajectory as competition from other air care products increases
PROSPECTS AND OPPORTUNITIES
Wellness trend will continue to favour air care, as economic uncertainty causes stress
Subscription options set to grow as convenience and lower prices attract consumers
Luxury smart alternatives in electric air fresheners to gain share in the forecast period
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2017-2022
Table 63 Sales of Air Care by Category: % Value Growth 2017-2022
Table 64 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 65 NBO Company Shares of Air Care: % Value 2018-2022
Table 66 LBN Brand Shares of Air Care: % Value 2019-2022
Table 67 Forecast Sales of Air Care by Category: Value 2022-2027
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Home insecticides grows, driven by spray/aerosol insecticides
SC Johnson bets on natural insecticides as consumers’ awareness of cleaner products increases
Procter & Gamble bets on home insecticides that target insects’ nervous system and trap with UV light
PROSPECTS AND OPPORTUNITIES
Growth expected for home insecticides
Chemical-based insecticides to struggle in the forecast period as new sustainable alternatives gain share
Despite new technologies, insecticide baits set to maintain a volume decline
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2017-2022
Table 70 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 72 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 73 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 74 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027