Analysis of Household Surface Cleaners in U.S. Market Highlights Trends and Leading Categories Driving Sales through 2022

Globally, surface cleaner is a matured category and is growing with modest growth rates. Recently, a market study on household surface cleaners has been released, which talks about its current market scenario in the U.S., therefore it is titled as “Household Surface Cleaners - US - December 2017”. According to this study, the household surface cleaner market has experienced sluggish growth from 2012-17 and is expected to see slow-moving growth through 2022 due to its maturity. Increasing attentiveness about hygiene among consumers and industries in the U.S. is expected to boost the market.

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Inclusions of the Report

Surface cleaners are targeted mainly at urban households and thus are more popular in urban markets. The study mainly aims to provide information on market current trends along with an analysis of factors that are expected to influence U.S. market growth until the end of 2022. To provide market estimations, the study covers total US sales and fan chart forecast of household surface cleaners, at its current prices. Also, it present insights that are reinforced by various data on this subject. Simultaneously, there is a high-quality research provided to give a synopsis of the issue covered.

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In the initial section, the study examines U.S. consumer attitudes and behaviors toward housecleaning, including their approaches to tough to clean surfaces, surface disinfection, usage and frequency. As per consumer perspective, study finds that convenience of multi-surface cleaning and antibacterial power are the leading attributes most consumers look for in surface cleaners. While the category encompasses six segments and several sub-segments, most of its market sales come from only three segments: all-purpose cleaners, bathroom cleaners (toilet, tub, and tile), and specialized cleaners.
Key Insights

According to the research study, currently, all-purpose cleaners challenge other segments. Also, hard-surface floor cleaners gain momentum among consumers. Most parents express concern toward disinfection and cleaning safety. This creates opportunities for product innovations focused on killing germs and improved functionality. Moreover, the study throws light on the sales revenue forecast based on above-mentioned categories. As far as sales channel is considered, surface cleaning products are mainly sold through modern retail supplies like supermarkets, hypermarkets and malls. Positive economic indicators could boost sales for premium brands, finds study.

Secondary benefits such as scent, packaging, and natural ingredients are important among niche groups, as per the research. Among these, scented surface cleaners could impact other categories. In terms of key players and top products, there are mixed results for leading players. Natural brands of cleaners continue to outperform category leaders. On the other hand, Clorox and Colgate-Palmolive experience gains from top products.

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