A Whole New Clean
Laundry sprays & natural ingredients continue to trend…
Ava Caridad, Editorial Director
According to the Household & Consumer Products
Association (HCPA), there were almost 1.138 billion
aerosol Household Products filled in the U.S.
in 2018. This increased more than 15% from the
approximate 987.39 million products filled in 2017.
The “Green” trend in the Personal Care industry is permeating
the Home Care & Cleaning products industry, according to
market research firm Ecovia Intelligence, who saw a number of
important initiatives introduced by home care brands this year.
As “wellness” takes over all industries, the lines between beauty
and home care are blurring, echoed the American Cleaning Institute
(ACI).
How Household Care products are purchased is another driving
force in the market.
“The routine nature of shopping for Household Care products
remains a challenge for category competitors, with cost, convenience
and brand still dictating purchases,” observed Rebecca
Cullen, Household Care Analyst, Mintel.
“Yet younger shoppers express a willingness to try new products,
particularly those that meet their natural and eco-friendly interests.
While the majority of household care purchases still happen instore,
consumers continue to slowly migrate online for research
and purchases, which opens opportunities for brands to get in
front of and engage consumers.”
Jamie Rosenberg, Senior Global Analyst, Household & Personal
Care, Mintel, noted, “E-commerce in household care has developed
slowly compared to most other consumer packaged goods
(CPG) categories, but that’s about to change. The consumer
demand to buy household products online is growing, while top
brands and online retailers are becoming more proactive in developing
packaging better suited for shipping.
“All told, the stars are aligning to the point where household
product E-commerce will catch—and possibly surpass—other categories
because the value proposition to shop online for household
care products is very strong.”
Plant-based & probiotic…
Green ingredients are gaining currency in home care products, as
household care and detergent manufacturers look at renewable
feedstock to make Green surfactants, said Ecovia Intelligence. The
number of ethical labeling initiatives for home care products is
also rising. Large consumer goods companies are responding by
developing Greener product lines.
Retailer Target recently launched Everspring, a new household
essentials brand comprised of more than 70 household essentials
items. Developed by Target’s internal design team as a “down-toearth
solution that is up to Earth’s standards,” Everspring products
2018 Household Care sales in USD millions
U.S. Surface Care 5,726.7
Global Surface Care 21,591.5
U.S. Air Care 5,188.2
Global Air Care 12,286.5
U.S. Laundry Care 13,328.3
Global Laundry Care 82,659.9
U.S. Garden Care 8,812.9
Global Garden Care 17,858.8
Source: Euromonitor International Ltd. 2019
14 Spray December 2019