Home Care in the US
In 2023, home care in the US witnessed further current value growth, primarily driven by widespread price hikes across various categories. However, this uptick in prices occurred against a challenging backdrop for local consumers who had already experienced price increases the previous year. Additionally, consumers grappled with high inflation, a housing market crisis characterised by elevated interest rates, and the depletion of savings accumulated during the pandemic. Euromonitor International...
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 2028 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?
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 2028 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
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN THE US
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Value grows and volume declines amid economic uncertainty and high stress levels
Decline of fabric softeners among younger consumers as scrutiny over the product grows on social media
The Procter & Gamble Co retains its dominance of laundry care
PROSPECTS AND OPPORTUNITIES
Consumers’ interest in sustainability will depend on affordability
Innovation in smart dispensing to aid liquid detergents over forecast period
E-commerce normalises as DTC companies partner with retailers
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Declining dishwasher use dampens dishwashing sales volumes in the US
The Procter & Gamble Co dominates with innovative spray hand dishwashing and Cascade Plus tablets
Prices remain elevated in 2023, while private label holds steady
PROSPECTS AND OPPORTUNITIES
Automatic tablets lead while liquid and powder formats face obsolescence
Sustainability is a key concern, but cleaning performance to remain a priority
The Procter & Gamble Co set to retain dominance in hand dishwashing with superior performance
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2018-2023
Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rebound for impregnated wipes, driven by further price rises in 2023
The Clorox Co maintains leadership of impregnated wet wipes but private label regains share
Lysol's resilience amid evolving consumer priorities
PROSPECTS AND OPPORTUNITIES
Natural antimicrobial wipe developed by the USDA offers consumers a reusable and washable alternative to disposable options
Drain openers will continue to offer opportunities over the forecast period
The surge of multi-purpose cleaners in response to evolving consumer preferences
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2018-2023
Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Price hikes contribute to value growth, offsetting weak demand for bleach
Consumer preference for alternative cleaners contributes to volume declines
Design changes reduce packaging with more concentrated formulations
PROSPECTS AND OPPORTUNITIES
Further decline in demand over forecast period, as consumers opt for less harsh alternatives
Bleach retains key disinfecting function in household cleaning, preventing obsolescence
Occasion-based cleaning may contribute to lower sales over forecast period
CATEGORY DATA
Table 44 Sales of Bleach: Value 2018-2023
Table 45 Sales of Bleach: % Value Growth 2018-2023
Table 46 NBO Company Shares of Bleach: % Value 2019-2023
Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
Table 48 Forecast Sales of Bleach: Value 2023-2028
Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Toilet care’s value growth balances a consumer shift in cleaning habits
Clorox remains leading brand, but private label retains strength
PROSPECTS AND OPPORTUNITIES
Slow but stable growth as toilet care competes with other products
Advanced technologies in toilets to impact long-term outlook for toilet care
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2018-2023
Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Consumers purchasing lower-quality furniture diminishes need for furniture polish
Hybrid working and casual wear contribute to decline in demand for shoe polish
Floor polish impacted by fall in renovation projects and weak housing market
PROSPECTS AND OPPORTUNITIES
Consumers to invest less in maintaining home and household items, driving further declines for polishes over forecast period
Renewed interest in hardwood flooring may be positive driver for floor polish
Shift to multi-purpose cleaners for all household needs may further impact demand for polishes
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2018-2023
Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Polishes: % Value 2019-2023
Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air care experiences further decline due to post-pandemic stabilisation
Bath & Body Works retains lead in air care, while Newell loses share as it continues to struggle
Pourri's High Hopes candle offers innovative solution to cannabis odour control
PROSPECTS AND OPPORTUNITIES
Air care set to rebound by 2025, creating opportunities for private label
As stress surges, demand for wellness activities, particularly in air care, is set to rise
Air care preferences to shift towards natural ingredients
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2018-2023
Table 63 Sales of Air Care by Category: % Value Growth 2018-2023
Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 65 NBO Company Shares of Air Care: % Value 2019-2023
Table 66 LBN Brand Shares of Air Care: % Value 2020-2023
Table 67 Forecast Sales of Air Care by Category: Value 2023-2028
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Price increases offset weaker volume sales for home insecticides in 2023
Zevo gains notable share with targeted and effective sprays and baits
Millennial demand for non-toxic products drives growth of natural insecticides
PROSPECTS AND OPPORTUNITIES
Home insecticides to remain a staple in the US over the forecast period
Pricing is expected to normalise as supply chain issues resolve
Upcoming smart tech integration in pest control presents opportunities for home insecticide players
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2018-2023
Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN THE US
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Value grows and volume declines amid economic uncertainty and high stress levels
Decline of fabric softeners among younger consumers as scrutiny over the product grows on social media
The Procter & Gamble Co retains its dominance of laundry care
PROSPECTS AND OPPORTUNITIES
Consumers’ interest in sustainability will depend on affordability
Innovation in smart dispensing to aid liquid detergents over forecast period
E-commerce normalises as DTC companies partner with retailers
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Declining dishwasher use dampens dishwashing sales volumes in the US
The Procter & Gamble Co dominates with innovative spray hand dishwashing and Cascade Plus tablets
Prices remain elevated in 2023, while private label holds steady
PROSPECTS AND OPPORTUNITIES
Automatic tablets lead while liquid and powder formats face obsolescence
Sustainability is a key concern, but cleaning performance to remain a priority
The Procter & Gamble Co set to retain dominance in hand dishwashing with superior performance
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2018-2023
Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rebound for impregnated wipes, driven by further price rises in 2023
The Clorox Co maintains leadership of impregnated wet wipes but private label regains share
Lysol's resilience amid evolving consumer priorities
PROSPECTS AND OPPORTUNITIES
Natural antimicrobial wipe developed by the USDA offers consumers a reusable and washable alternative to disposable options
Drain openers will continue to offer opportunities over the forecast period
The surge of multi-purpose cleaners in response to evolving consumer preferences
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2018-2023
Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Price hikes contribute to value growth, offsetting weak demand for bleach
Consumer preference for alternative cleaners contributes to volume declines
Design changes reduce packaging with more concentrated formulations
PROSPECTS AND OPPORTUNITIES
Further decline in demand over forecast period, as consumers opt for less harsh alternatives
Bleach retains key disinfecting function in household cleaning, preventing obsolescence
Occasion-based cleaning may contribute to lower sales over forecast period
CATEGORY DATA
Table 44 Sales of Bleach: Value 2018-2023
Table 45 Sales of Bleach: % Value Growth 2018-2023
Table 46 NBO Company Shares of Bleach: % Value 2019-2023
Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
Table 48 Forecast Sales of Bleach: Value 2023-2028
Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Toilet care’s value growth balances a consumer shift in cleaning habits
Clorox remains leading brand, but private label retains strength
PROSPECTS AND OPPORTUNITIES
Slow but stable growth as toilet care competes with other products
Advanced technologies in toilets to impact long-term outlook for toilet care
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2018-2023
Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Consumers purchasing lower-quality furniture diminishes need for furniture polish
Hybrid working and casual wear contribute to decline in demand for shoe polish
Floor polish impacted by fall in renovation projects and weak housing market
PROSPECTS AND OPPORTUNITIES
Consumers to invest less in maintaining home and household items, driving further declines for polishes over forecast period
Renewed interest in hardwood flooring may be positive driver for floor polish
Shift to multi-purpose cleaners for all household needs may further impact demand for polishes
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2018-2023
Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Polishes: % Value 2019-2023
Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air care experiences further decline due to post-pandemic stabilisation
Bath & Body Works retains lead in air care, while Newell loses share as it continues to struggle
Pourri's High Hopes candle offers innovative solution to cannabis odour control
PROSPECTS AND OPPORTUNITIES
Air care set to rebound by 2025, creating opportunities for private label
As stress surges, demand for wellness activities, particularly in air care, is set to rise
Air care preferences to shift towards natural ingredients
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2018-2023
Table 63 Sales of Air Care by Category: % Value Growth 2018-2023
Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 65 NBO Company Shares of Air Care: % Value 2019-2023
Table 66 LBN Brand Shares of Air Care: % Value 2020-2023
Table 67 Forecast Sales of Air Care by Category: Value 2023-2028
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Price increases offset weaker volume sales for home insecticides in 2023
Zevo gains notable share with targeted and effective sprays and baits
Millennial demand for non-toxic products drives growth of natural insecticides
PROSPECTS AND OPPORTUNITIES
Home insecticides to remain a staple in the US over the forecast period
Pricing is expected to normalise as supply chain issues resolve
Upcoming smart tech integration in pest control presents opportunities for home insecticide players
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2018-2023
Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
