Store Brands - May 2018 - 72

CATEGORY INTELLIGENCE LAUNDRY CARE AND HOUSEHOLD CLEANING PRODUCTS

GET THE DIRT

DO remember
that young
adult consumers
prioritize
convenience
even though they
also care about
sustainability.

The old adage "cleanliness is next to godliness" has been
replaced by a more measured approach to removing
dirt and stains from household surfaces and clothing,
especially among millennials and younger adults.
In fact, 61 percent of consumers between the ages of
23 and 40 who clean their homes "are skeptical about
using disinfectants, driven by concerns about destroying 'good' bacteria," states Mintel in a press release
promoting the market researcher's July 2017 report
"Cleaning the House - U.S."
These younger adult consumers see promise in
surface cleaners enriched with probiotics as a way to
protect good bacteria, according to Mintel. Consumers aged 55 and older, in contrast, "give little
thought to the chore" of cleaning and tend to use the
same products out of habit. The unique concerns of
millennials, who are known to be less loyal to name
brands, may offer opportunities for private brands.
Millennials as a group are also more fearful of
chemicals and prioritize sustainability, and both of these
predilections are heavily influencing the laundry and
household cleaning product categories.
But convenience may be an even more important
priority for younger adults. Mintel's "Cleaning the
House" report points out that 73 percent of individuals aged 18 to 34 are willing to pay more for cleaning products that save them time or labor, while 71
percent of individuals aged 35 to 44 also feel this
way. Indeed, demand for household wet wipes (for hard
surfaces and floors) - arguably the
handiest of cleaning products - is increasing by 4
to 5 percent a year, says

Don't neglect the importance of fragrance,
and consider adding seasonal variations,
especially in household cleaning solutions.

Chris Dresselhuys, director of product
management for Sheboygan, Wis.-based
Rockline Industries, which manufactures
a wide array of household cleaning wipes. "There is
continued movement toward convenience products
that enable quick cleaning," he observes.
Like household wet wipes, all-purpose cleaning
solutions are gaining market share and growing faster
than more specialized household surface cleaners.
In the laundry care category, consumers also prioritize convenience. What' more, younger consumers
(aged 18 to 24) are less aware of the benefits of fabric
softener and are wary of bleach, Mintel emphasizes
in its August 2017 report "Home Laundry Products -
U.S." Young adult consumers seek labor-saving product
innovations that also "protect and extend the life of
clothing," according to Mintel, which notes that adults
aged 18 to 34 are more likely than other consumers to
purchase single-dose pods.
The market researcher also identifies "a growing
trend to combine detergent and additives to offer an
all-in-one formula that washes and brightens clothes, as
well as leaves a lasting scent."
Indeed, in both the laundry product and household cleaner categories, scent is increasingly a factor in
product selection.
Fragrance is "the key emotional ingredient that
drives store brand repeat purchases," notes Lori
Miller Burns, director of marketing relations and
communications for Marietta, Ga.-based fragrance
manufacturer Arylessence. "Bright, fresh, classic and
clean fragrance types with notes of citrus, marine or
herbal are a win with today's consumer." SB

All Purpose Cleaner/Disinfectant
Private Brands

All Brands

Dollar Sales (in millions)

$51.4

$1,212.8

Change vs. Year Ago

+1.1%

+5.1%

Dollar Share

4.2%

100%

Unit Sales (in millions)

24.0

401.3

Change vs. Year Ago

-11.6%

+2.0%

Avg. Price Per Unit

$2.14

$3.02

Source: Infoscan Reviews, IRI, a Chicago-based market research firm. Total U.S. supermarkets, drugstores, mass market retailers, military commissaries
and select club and dollar retail chains for the 52 weeks ending Dec. 31, 2017. Note: Does not include all cleaning product subcategories.

72

Store Brands / May 2018 / www.storebrands.com


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Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
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Store Brands - May 2018 - Cover3
Store Brands - May 2018 - Cover4
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201902
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201901
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201812
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201811
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201810
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201809
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201808
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201807
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201806
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_bestpractice
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201805
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