Wednesday, 1 October 2014

Household Cleaning Equipment Market US 2014 - Global Market Size, share, trend , growth and strategy

While familiar, tried-and-true the cleaning tools form a foundation for the mature household cleaning equipment market, innovation is essential to driving growth or gaining market share. Consumers who do housecleaning are open to new ideas that deliver better results and that make the task itself more satisfying.

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Table of Content

Scope and Themes
What you need to know
Data sources
Sales data
Consumer survey data
Abbreviations and terms

Executive Summary
The market
Modest growth as category’s biggest segment stalls
Figure 1: Total US sales and fan chart forecast of household cleaning equipment, at current prices, 2009-19
Market segmentation
Figure 2: Total US sales of household cleaning equipment, by segment, at current prices, 2009-14
Key players
P&G stakes out leadership position through product innovation
Figure 3: Manufacturer share of household cleaning equipment, 2014
The consumer
Kitchen tools most likely to see daily usage
Figure 4: Usage frequency of household cleaning equipment, July 2014
Keeping cleaning equipment clean and germ free
Microfiber cleaning cloths hold potential
Figure 5: Attitudes toward household cleaning equipment, July 2014
Higher-income housecleaners more likely to be interested in specialized tools
Figure 6: Attitudes toward household cleaning equipment, by household income, July 2014
Traditional floor cleaning products still used most frequently
Figure 7: Usage frequency of floor cleaning equipment, by household size, July 2014
Maneuverability and disinfection present opportunities in floor cleaning
Figure 8: Attitudes toward floor cleaning equipment, July 2014
What we think

Issues and Insights
Making microfiber work
The issues
The implications
Disposable vs reusable
The issues
The implications
Focus on the experience
The issues
The implications

Trend Application
Trend: Life Hacking
Trend: Mood to Order

Market Size and Forecast
Key points
Sales and forecast of household cleaning equipment
Figure 9: Total US sales and forecast of household cleaning equipment, at current prices, 2009-19
Figure 10: Total US sales and forecast of household cleaning equipment, at inflation-adjusted prices, 2009-19
Innovation key to future growth
Figure 11: Total US sales and fan chart forecast of household cleaning equipment, at current prices, 2009-19
Forecast methodology

Market Drivers
Household income stabilizes but remains weak
Figure 12: Median household income in inflation-adjusted dollars, 2002-12
Consumer confidence creeps up
Figure 13: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-14
Household growth slows, especially households with kids
Figure 14: Households, by presence of children, 2003-13
Population shifts make home laundry market more diverse
Figure 15: Households with children by race and Hispanic origin of householder, 2013
Figure 16: Population, by race and Hispanic origin, 2009-19
Time spent on housework changed little between 2003 and 2012
Gender gap in housework continues to narrow
Figure 17: Time spent daily on housework, minutes, 2003-12

Competitive Context

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