There were more than 1.045 billion aerosol household products produced in the U.S. in 2014, an increase of almost 1.5% over the 1.03 billion in 2013, according to the Consumer Specialty Products Association (CSPA). Of these, aluminum accounted for 301.446 million and steel for almost 730 million. Room sprays and disinfectants reached 694.36 million, while glass, oven, rug, fabric, wall and tile cleaners hit 181 million. Laundry products, such as spray starch, fabric finish and pre-washes, numbered 56.67 million; waxes and polishes numbered almost an even 63 million. “Other products”, which include shoe polishes, dyes, leather dressings, fuels, drain openers, anti-static sprays, caulking and sealing compounds, accounted for 36.23 million fillings. The overall household surface cleaner category has shown only minimal growth in the past five years, rising just 4% between 2009 and 2014 to $4.7 billion, according to market research firm Mintel. Modest gains in segments offering quick cleanup and disinfection, such as all-purpose cleaners, have been partially offset by declines in more labor-intensive segments, such as tub/tile cleaners and furniture polish. In addition, an economizing mindset has helped to keep overall sales growth in check. Category shoppers engage in a variety of money-saving tactics when purchasing household surface cleaners, including waiting for sales, purchasing large sizes and changing where they buy cleaning products to save money. The strongest performers in recent years have been products that place extra emphasis on simplicity, convenience, quick cleanups and disinfection, including all-purpose cleaners and spray disinfectants. Usage of oven cleaners and metal polishes/cleaners has slipped over the past five years. While housecleaning consumers today may feel they have little time to give their homes thorough, old fashioned, top-to-bottom cleanings, they are nonetheless as concerned as ever about keeping their homes clean. A wide range of product attributes play roles in guiding surface cleaner product selection; however, cleaning effectiveness is non-negotiable and the reinforcement of cleaning power is always an important marketing objective. A variety of other factors, including antibacterial action, ease of use, fast action and suitability for different surfaces, are important to significant numbers of shoppers. While force of habit and familiar brands may guide most household surface cleaner purchases, interest in saving money motivates many shoppers to change course at least occasionally. The prevalence of this economizing mindset is likely a significant contributing factor in keeping category growth at modest levels. The implied preference among young adults for cleaners that can be used on different surfaces is consistent with the shift in the category in favor of all-purpose surface cleaners, which are likely seen as simplifying the task of cleaning or taking up less storage space. One such cleaner developed for ease-of-use and antibacterial properties is Clorox Pump ‘N Clean for Kitchen, which helps keep cooking surfaces clean with a pump cleaner that is safe to use around food. The one-handed pump helps clean while cooking and can be used on all kitchen surfaces, including dishes, utensils, cutting boards, stovetops and countertops, without leaving any harsh chemical residue. Clorox Pump ‘N Clean for Bathroom helps stay on top of messes with a disinfecting formula that works on grimy soap scum left on bathroom surfaces. Safe for use on sinks, toilets, tubs and countertops, the pump system leaves bathrooms feeling cleaner and leaves a long-lasting, refreshing scent. Both products are designed to use a refill pack. The products utilize a custom dispenser supplied by WestRock. The makers of Rain-X car care announced a new line of cleaning products bringing Rain-X technology to the home. From glass shower doors and bathroom mirrors to countertops, the new Rain-X for the Home line of products takes cleaning capabilities traditionally used on the car and makes them available for home use. “We’ve received countless calls from consumers over the years letting us know they love using our Rain-X products to clean glass in their homes and asking us to make them more widely available,” said Peter Bukaty, Group Brand Manager for ITW Global Brands, the maker of Rain-X products. “Our only solution was to develop products specifically for the home that consumers can easily find among the other household cleaning products on the shelves of grocery stores and other retailers.” New products include Rain-X Shower Door Water Repellent to help prevent shower water and spots from sticking to the glass surface for weeks and also help prevent soap scum, hard water deposits and grime from building up. Rain-X Bathroom Mirror Anti-Fog is streak-free, long lasting and helps prevents fogging on mirrors after a shower, alleviating the need to use towels and blow dryers to reduce fogging. The products feature a TS800 trigger sprayer from WestRock. Windex Aerosol Glass Cleaner from S. C. Johnson & Son, Inc. is suitable for cleaning windows, mirrors, glass shower doors, glass top stoves, plasma screens, LCD screens, LED screens and more. Offering a lightweight aerosol can and a streak-free shine, Windex is formulated to also clean chrome, countertops, sealed granite and marble, silestone, stainless steel and vinyl. WestRock supplies the custom aerosol actuator. Clorox Urine Remover breaks down urine to eliminate odors and remove stains, and September 2015 Spray 13
Spray September 2015
To see the actual publication please follow the link above