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Home Care in the US

Home Care in the US

The home care industry in the US saw consumer sales soften in 2021, even with rising prices and inflation, as some consumers still had supplies in stock from 2020, and did not have to restock as often. While cleaning habits remained higher than 2019, consumer behaviour started going back to pre-pandemic levels sooner than expected, even with consumers continuing to work from home, as vaccines became widely available.

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 2026 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.

Home Care in the US

List Of Contents And Tables

HOME CARE IN THE US
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What’s next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Premiumisation pushes growth in laundry care in a developed market
Scent booster booms as consumers’ interest in scent peaks
E-commerce continues to penetrate laundry care categories
PROSPECTS AND OPPORTUNITIES
Sustainability in laundry care becoming a priority for all players and will push growth for sustainable brands
Sanitising claims to push innovation and new categories
Powder detergents set for extinction as private label offers frugal alternatives in liquid and tablet formats
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2016-2021
Table 19 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 20 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 21 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 22 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 23 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 25 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Dishwashing declines in 2021 as eating out and food delivery increase
Hand dishwashing declines as dishwashing tablets continues to gain share
Private label enters the sustainable space with EPA Safer Choice dishwashing pods
PROSPECTS AND OPPORTUNITIES
Home delivery and reopening of restaurants to disrupt eating at home habits and dishwashing
Education on water efficacy of dishwashers versus hand dishwashing could further drive sustainability
Dishwasher growth to positively impact sales of dishwashing tablets
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2016-2021
Table 29 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 30 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 31 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 32 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Surface care retail sales fall in 2021, as they cannot maintain historic 2020 levels
Demand for impregnated wet wipes softens, but they remain popular
Consumers return to brands as they become available
PROSPECTS AND OPPORTUNITIES
Sustainability and antibacterial claims present an opportunity for impregnated wet wipes
Consumption to stay above the pre-pandemic level as consumers deepen labelling and ingredient scrutiny
Specialised surface cleaners to lose share against multipurpose options
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2016-2021
Table 35 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 38 NBO Company Shares of Surface Care: % Value 2017-2021
Table 39 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 42 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for bleach declines, but value sales remain above pre-COVID-19 levels
Clorox continues to dominate the category and gains share despite drop in sales
Private label lines lose value share against Clorox due to brand recognition
PROSPECTS AND OPPORTUNITIES
Hypochlorous acid as a sustainable alternative to bleach
Return to pre-COVID-19 decline expected in the forecast period
Consumers more likely to prefer more gentle disinfectant products
CATEGORY DATA
Table 44 Sales of Bleach: Value 2016-2021
Table 45 Sales of Bleach: % Value Growth 2016-2021
Table 46 NBO Company Shares of Bleach: % Value 2017-2021
Table 47 LBN Brand Shares of Bleach: % Value 2018-2021
Table 48 Forecast Sales of Bleach: Value 2021-2026
Table 49 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Toilet care demand softens as COVID-19 restrictions are lifted
Clorox holds onto its share and continues to lead toilet care
PROSPECTS AND OPPORTUNITIES
Efficacy to define the future of sustainable products in toilet care
Bidets and smart toilets offer opportunities for specialised cleaning solutions
Forecast period will show low yet stable growth as it battles with other products
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2016-2021
Table 51 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 52 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 53 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 54 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Floor polish continues to decline as floor surfaces and devices evolve
E-commerce growth in polishes driven by product availability
SC Johnson remains the leader in the category, while sustainable options start to rise
PROSPECTS AND OPPORTUNITIES
Furniture polish set to continue its sales decline as furniture materials change
Growth in shoe polish to be affected by extended working from home and fashion trends
Overall polishes set to decline throughout the forecast period
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2016-2021
Table 57 Sales of Polishes by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Polishes: % Value 2017-2021
Table 59 LBN Brand Shares of Polishes: % Value 2018-2021
Table 60 Forecast Sales of Polishes by Category: Value 2021-2026
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued home seclusion and wellness trend push growth in the category
Air care innovation on a mission to fight olfactory fatigue
Bath & Body Works and Yankee Candle remain US consumers’ preferred brands in air care
PROSPECTS AND OPPORTUNITIES
Healthy growth expected for air care in the forecast period as it caters to consumers’ lifestyles
Smart devices to define innovation in electric air fresheners
Consumer preference for natural ingredients reaching air care
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2016-2021
Table 63 Sales of Air Care by Category: % Value Growth 2016-2021
Table 64 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 65 NBO Company Shares of Air Care: % Value 2017-2021
Table 66 LBN Brand Shares of Air Care: % Value 2018-2021
Table 67 Forecast Sales of Air Care by Category: Value 2021-2026
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home insecticides grows as extended home seclusion leads to home renovation
Spray/aerosol remains the preferred insecticides format among US consumers
SC Johnson maintains its dominance with Raid
PROSPECTS AND OPPORTUNITIES
Only marginal volume growth expected for home insecticides in the forecast period
Sustainability could help drive demand
Insecticide baits to continue to lose popularity against spray/aerosol insecticides
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2016-2021
Table 70 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 72 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 73 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 74 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026

Report Title: Home Care in the US


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