Surface Cleaners - US

Mintel’s consumer research commissioned for this report shows that 43% of respondents agreed that they had made changes in household cleaning purchases in order to save money; additional research commissioned in March 2009 determines just how much they have changed.

Indeed, when asked if they had cut back on spending in the past year, 70% agreed. The findings show that about one in five households are cutting back a lot, while about half are cutting back at least a little.

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 1: FDMx sales of household surface cleaners, at current prices, 2003-13

Figure 2: 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 3: Use of professional cleaning service for regular or deep cleaning, by age, February 2009

Figure 4: Household use of professional cleaning service, by household income, February 2009

New, convenient wipes compete with traditional surface cleaners

Figure 5: Household penetration of wipes vs. other cleaners, July 2007-September 2008

Figure 6: 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 7: 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 8: 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 9: 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 10: 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 11: 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 12: 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 13: FDMx sales and forecast of drain cleaner, at current prices, 2003-13

SEGMENT PERFORMANCE—OTHER SURFACE CLEANERS

Key points

Sales and forecast

Figure 14: FDMx sales and forecast of other surface cleaners, at current prices, 2003-13

RETAIL CHANNELS

Key points

Figure 15: FDMx sales of household surface cleaners, by retail channel, 2006 and 2008

RETAIL CHANNELS—SUPERMARKETS

Key points

Supermarket sales

Figure 16: 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 17: All other FDMx stores sales of household surface cleaners, 2003-08

MARKET DRIVERS

Key points

Less time being spent on household chores

Figure 18: Hours spent doing housework, 1976 and 2005

Figure 19: Attitudes and behaviors regarding cleaning, February 2009

Figure 20: Attitudes and behaviors regarding cleaning, by age, February 2009

The recession drives down sales as consumers seek to cut costs

Figure 21: 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 22: Trying to reduce exposure to chemicals and pollutants, October 2008

Broader concern with the environment and green living trends impacts product choice

Figure 23: Degree of concern relative to environment, by gender, October 2008

Figure 24: Belief shopping habits make a difference, October 2008

Figure 25: More concerned with economy or tired of hearing of environment, by age, October 2008

Figure 26: 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 27: 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 28: 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 29: 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 30: 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 31: 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 32: 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 33: 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 34: 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 35: Clorox anywhere spray TV ad, 2008

Lysol keeps it real

Figure 36: Lysol all-purpose TV ad, 2009

The threat from germs is great

Figure 37: Lysol disinfecting spray TV ad, 2008

Green cleaners leverage label mates’ reputation of effectiveness

Figure 38: Green Works TV ad, 2009

Figure 39: Nature’s Source TV ad, 2008

Multi-purpose products simplify cleaning

Figure 40: 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 41: Who is responsible for household cleaning, by gender, February 2009

Younger respondents more likely to share cleaning duties

Figure 42: Who is responsible for household cleaning, by age, February 2009

Men have less rigorous approach to cleaning

Figure 43: Approach to cleaning, by gender, February 2009

Cleaning less of a priority for younger adults

Figure 44: Approach to cleaning, by age, February 2009

Oldest and youngest most likely to hire deep cleaning professionals

Figure 45: Incidence of using professional cleaning services, by age, February 2009

Income key driver for hiring professional help for deep cleaning

Figure 46: Incidence of using professional cleaning services, by household income, February 2009

Kitchen counters cleaned daily; other surfaces, not so much

Figure 47: 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 48: Household penetration of selected surface cleaners, July 2007-September 2008

Recent purchasing data show all-purpose and toilet bowl cleaners most often replenished

Figure 49: 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 50: Type of household cleaners used, by age, July 2007-September 2008

Lower-income HHs more likely to use powders and deodorizers

Figure 51: Type of household cleaners used, by household income, July 2007-September 2008

Powder is most widely-used abrasive cleaner form

Figure 52: 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 53: 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 54: 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 55: 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 56: 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 57: Attitudes and behaviors regarding cleaning and time pressure, by household income, February 2009

Effects of economy stretch to home cleaning

Figure 58: 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 59: Opinions regarding all-purpose cleaners, by age, February 2009

Affluent households need more products for more surfaces

Figure 60: 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 61: Household penetration of selected surface cleaners, by race/Hispanic origin, July 2007-September

2008

Blacks use greater variety of cleaner types

Figure 62: Type of household cleaners used, by race/Hispanic origin, July 2007-September 2008

Blacks clean daily, while Hispanics clean on a regular schedule

Figure 63: Approach to cleaning, by race/Hispanic origin, February 2009

Blacks clean a range of household surfaces far more frequently than average

Figure 64: How often selected bathroom surfaces are cleaned, by race/Hispanic origin, February 2009

Figure 65: 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 66: Brand of abrasive cleaners used, by age, July 2007-September 2008

Window/glass cleaners widely used on a variety of surfaces

Figure 67: Where window/glass cleaners are used, July 2007-September 2008

Fabuloso shows much higher use among 18-34s

Figure 68: Brand of household cleaners used, by age, July 2007-September 2008

Easy-Off is most popular oven cleaner brand

Figure 69: Brand of oven cleaners used, by race/Hispanic origin, July 2007-September 2008

APPENDIX: TRADE ASSOCIATIONS