HOME CARE IN THE US Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Despite A Rebounding Economy, Home Care Sees Limited Growth in the US Home Care Manufacturers Enter A New Era of Transparency in Ingredient Disclosure Home Care Players Look To Eco-conscious Consumers To Gain Share Innovation in New Product Development Stalls in 2017 Consumers Will Continue To Embrace Products That Make Cleaning Easier Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 7 Distribution of Home Care by Format: % Value 2012-2017 Table 8 Distribution of Home Care by Format and Category: % Value 2017 Table 9 Forecast Sales of Home Care by Category: Value 2017-2022 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Air Care Increasingly Shaped by "premium" Products and Unconventional Formats Slowdown in US Automotive Market Has Big Impact on Car Air Fresheners Growing Importance of Candle Air Fresheners Impacts Air Care Distribution Patterns Competitive Landscape Procter & Gamble Makes Splash With Launch of Febreze One Newell Brands Expands Portfolio of Candle Brands Target Corp Clips Yankee Candle's Wings Category Data Table 11 Sales of Air Care by Category: Value 2012-2017 Table 12 Sales of Air Care by Category: % Value Growth 2012-2017 Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017 Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017 Table 15 NBO Company Shares of Air Care: % Value 2013-2017 Table 16 LBN Brand Shares of Air Care: % Value 2014-2017 Table 17 Forecast Sales of Air Care by Category: Value 2017-2022 Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Competition From Other Products and Safety Concerns Dim Bleach's Growth Prospects Consumers Gravitating Towards Cleaning Applications for Bleach Traditional Distribution Channels Continue To Dominate Bleach Competitive Landscape the Clorox Co Changes Up Its Formula Private Label Sees Share of Bleach Decrease Table 19 Bleach Usage: % Volume Sales 2015-2017 Category Data Table 20 Sales of Bleach: Value 2012-2017 Table 21 Sales of Bleach: % Value Growth 2012-2017 Table 22 NBO Company Shares of Bleach: % Value 2013-2017 Table 23 LBN Brand Shares of Bleach: % Value 2014-2017 Table 24 Forecast Sales of Bleach: Value 2017-2022 Table 25 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Recovering Economy Leads To Changing Food Consumption Habits Automatic Dishwashing Tablets Grow at Expense of Liquids and Powders Dishwashing Sales Through Traditional Channels Continue To Decline Competitive Landscape Reckitt Benckiser Expands As Colgate-Palmolive Declines Large Multinationals Add To Their Portfolios of "green" Brands Procter & Gamble Touts Own "green" Credentials Category Indicators Table 26 Household Possession of Dishwashers 2012-2017 Category Data Table 27 Sales of Dishwashing by Category: Value 2012-2017 Table 28 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 29 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 30 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 31 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Rising Bed Bug Populations Lead To Record High Sales of Spray/aerosol Insecticides Pest Control Services and Health Concerns Muddle the Outlook Home Improvement and Gardening Stores Retain Strength As A Distribution Channel Competitive Landscape Pf Harris Manufacturing Co Makes Significant Strides in Visibility Private Label Struggles in Home Insecticides Category Data Table 33 Sales of Home Insecticides by Category: Value 2012-2017 Table 34 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 35 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017 Table 36 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 37 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 38 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 39 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Despite Innovation, Laundry Care Expected To Fall Over the Forecast Period Safety Concerns Continue To Swirl Around Liquid Tablet Detergents Sales Migration To Non-traditional Channels Set To Intensify Competitive Landscape Henkel AG & Co KGaA Catapults Into Second Place in US Laundry Care Acquisitions Highlight the Growing Importance of "green" Brands Procter & Gamble Doubles Down on Scent Boosters Category Indicators Table 40 Household Possession of Washing Machines 2012-2017 Category Data Table 41 Sales of Laundry Care by Category: Value 2012-2017 Table 42 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 43 Sales of Laundry Aids by Category: Value 2012-2017 Table 44 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 45 Sales of Laundry Detergents by Category: Value 2012-2017 Table 46 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 47 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017 Table 48 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 49 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 50 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 51 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 52 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 53 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 54 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 55 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Fragmentation Suggests Strong Demand for Certain Polishes Shoe Polish To Remain Niche Product Wood Flooring Stagnant in US Competitive Landscape Major Names Dominate Furniture and Floor Polishes Kiwi Maintains Stranglehold on Shoe Polish Together With Wright's, Weiman Owns Nearly Half of Metal Polish Category Data Table 56 Sales of Polishes by Category: Value 2012-2017 Table 57 Sales of Polishes by Category: % Value Growth 2012-2017 Table 58 NBO Company Shares of Polishes: % Value 2013-2017 Table 59 LBN Brand Shares of Polishes: % Value 2014-2017 Table 60 Forecast Sales of Polishes by Category: Value 2017-2022 Table 61 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Innovation Limited To Scents and Add-ons Acquisitions To Change Face of Surface Care E-commerce Becomes Legitimate Distribution Channel Competitive Landscape Traditional Brands See Pushback From Private Label Despite Demand, Wipes Has Few Major Players Lack of Innovation Does Not Stop Procter & Gamble From Dominating Floor Care Category Data Table 62 Sales of Surface Care by Category: Value 2012-2017 Table 63 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 65 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 66 NBO Company Shares of Surface Care: % Value 2013-2017 Table 67 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 68 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017 Table 69 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017 Table 70 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 71 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Rim Blocks Offer Consumers Desired Convenience Out-of-sight Cleaning Leads To In-cistern Growth Toilet Cleaning Systems Expected To Decline Further Competitive Landscape Clorox and Lysol Retain Lead Toilet Liquids and Foams Most Fragmented in Toilet Care Private Label Present in Most Toilet Care Subcategories Category Data Table 72 Sales of Toilet Care by Category: Value 2012-2017 Table 73 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 74 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 75 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 76 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 77 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022