2017 US Household Cleaning Equipment Market Growth, Trends and Forecasts

Sales of US household cleaning equipment have experienced marginal growth due to inflation and price competition. Cleaning equipment used in lighter cleaning continues to be more frequently used, as spot cleaning gains wider acceptance as the norm in housecleaning. This shift coincides with a respective drop in cleaning equipment used in deep cleans, such as gloves and other durable equipment. As brands move to embrace these shifting attitudes, they may also consider highlighting the opportunities for refillable formats in lighter equipment, such as floor cleaners and dusters.

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EXECUTIVE SUMMARY
Market overview
Marginal sales growth of household cleaning equipment market outpaced by inflation
Figure 1: Total US sales and fan chart forecast of household cleaning equipment, at current prices, 2011-21
The issues
Lapsed usage of cleaning equipment for deep cleans leads to longer purchase cycles
Figure 2: Usage of equipment for deep cleaning, August 2016
Decline in household size and family households impacts overall category spending
Figure 3: Any current use of cleaning equipment for deep cleans, by parental status, August 2016
The opportunities
Focus on young adults when promoting regularly used, refillable equipment
Figure 4: Any current use (net) of refillable cleaning equipment, by age, August 2016
Young adults show interest in cleaning equipment with improved ease of use
Figure 5: Interest in and willingness to pay more for cleaning equipment with ease-of-use benefits, by age, August 2016
Eco-friendly attributes of microfiber appeal to family households
Figure 6: Eco-friendly benefits of using microfiber cleaning equipment, by parental status, August 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Sales of cleaning equipment keeping pace with inflation
Cleaning tools, mops, and brooms drive sales, while glove sales decline
Cleaning equipment competes with household surface cleaners
Key demographics of heavy cleaning equipment users are in decline

MARKET SIZE AND FORECAST
Slow growth in cleaning equipment is expected to continue
Figure 7: Total US sales and fan chart forecast of household cleaning equipment, at current prices, 2011-21
Figure 8: Total US retail sales and forecast of household cleaning equipment, at inflation-adjusted prices, 2011-21
Future growth is limited to innovation in convenient equipment
Figure 9: Total US retail sales and forecast of household cleaning equipment, at current prices, 2011-21

MARKET BREAKDOWN
Cleaning tools/mops/brooms far outweigh sponges, pads, and gloves
Figure 10: Total US retail sales and forecast of household cleaning equipment, by segment, at current prices, 2011-21
Sponges and scouring pads are threatened by disposable wipes
Sales of gloves are falling as non-disposables lose share
Figure 11: Total US retail sales of household cleaning equipment, by segment, at current prices, 2014 and 2016

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This Report discusses the following key topics:

Lapsed usage of cleaning equipment for deep cleans leads to longer purchase cycles
Decline in household size and family households impacts overall category spending

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