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Household Care Packaging Trends - US - January 2016

Household Care Packaging Trends - US - January 2016

In highly competitive, mature household care product categories, where sales increases must come at the expense of a competitor, packaging is as important as the product itself as a means of delivering value to consumers. Household care product packaging can do much more than just hold and dispense the product. Innovative packaging features can be a way for brands to set themselves apart.

This report covers the following areas:

Little growth across household care product categories

Eco-friendly packaging still not a top priority for consumers

Practical usage information most likely to command attention


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Little growth across household care product categories
Figure 1: Total US sales and forecast of home laundry products, household surface cleaners, and dishwashing products, at current prices, 2010-15
Eco-friendly packaging still not a top priority for consumers
Figure 2: Household care product packaging attribute importance, by product category, October 2015
Practical usage information most likely to command attention
Figure 3: Labeling communication priorities, October 2015
The opportunities
Hispanic shoppers a high-potential market for refills and concentrates
Figure 4: Household surface cleaner packaging attribute importance, by Hispanic origin, October 2015
Young adults more likely to look for environmental and ethical claims
Figure 5: Labeling communication priorities, by age, October 2015
Package features likely to command a premium in larger households
Figure 6: Interest in packaging features, by household size, October 2015
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Little growth across household care product categories
Rising consumer confidence could help market
MARKET PERSPECTIVE
Little growth across household care product categories
Figure 7: Total US sales and forecast of home laundry products, household surface cleaners, and dishwashing products, at current prices, 2010-15
Declining detergent sales weigh on home laundry category
Next round of compaction may not lead to a big bump in sales
Growth of in-wash scent boosters helps fabric care, hurts fabric softener
Bleach back on downward trend after boost from concentration
Modest pace of growth expected to continue for household surface cleaners
Three large segments account for bulk of sales
Top brands drive toilet cleaner sales
Solid growth rate for dishwashing products shows signs of softening
MARKET FACTORS
Household income stabilizes but remains weak
Figure 8: Median household income, in inflation-adjusted dollars, 2004-14
Rising consumer confidence could help market
Figure 9: University of Michigan Index of Consumer Sentiment, 2010-15
Households with kids decline as a percentage of all households
Figure 10: Households, by presence of children, 2003-13
Growing influence of Hispanic market
Figure 11: Households with own children, by race and Hispanic origin of householder, 2013
Figure 12: Population, by race and Hispanic origin, 2010-20
KEY PLAYERS – WHAT YOU NEED TO KNOW
New packaging plays increasingly significant role in new product launches
Flexible pouches continue to gain, driven by growth of unit-dose laundry detergents
Recent packaging innovations struggle to maintain momentum
Eco-friendlier packaging
Concentrates and refills may gain with interest in subscription services
WHAT’S WORKING?
New packaging plays increasingly significant role in product launches
Figure 13: Share of household care new product launches, by launch type, 2009-15
Flexible pouches continue to gain, driven by growth of unit-dose laundry detergents
Figure 14: Share of household care new product launches, by packaging type, 2009-15
WHAT’S STRUGGLING?
Recent packaging innovations struggle to maintain momentum
Figure 15: MULO sales of select push-and-wipe surface cleaners, rolling 52 weeks 2014 and 2015
WHAT’S NEXT?
Eco-friendlier packaging
Concentrates and refills may gain with interest in subscription services
THE CONSUMER – WHAT YOU NEED TO KNOW
Easy dispensing and safe use key areas for packaging development
Bigger still better
Practical usage information on label most likely to command attention
Added features offer opportunity for differentiation
Young adults less likely to recycle, more likely to look to brands
Young adults view concentrates as more eco-friendly
Opportunity to improve the refill experience
HOUSEHOLD CARE PACKAGING ATTRIBUTE IMPORTANCE
Easy dispensing and safe use key areas for packaging development
Making housecleaning easier
Bigger is better, especially for laundry products
Eco-friendly packaging still not a top priority for consumers
Figure 16: Household care product packaging attribute importance, by product category, October 2015
Hispanics a high-potential market for refills and concentrates
Figure 17: Household surface cleaner packaging attribute importance, Hispanic orign, October 2015
LABELING COMMUNICATION PRIORITIES
Practical usage information most likely to command attention
Safety information and ingredient lists are also priorities
Figure 18: Labeling communication priorities, October 2015
Young adults more likely to look for environmental and ethical claims
Figure 19: Labeling communication priorities, by age, October 2015
INTEREST IN PACKAGING FEATURES
Added features offer opportunity for differentiation
Figure 20: Interest in packaging features, October 2015
Package features likely to command a premium among those in larger households
Figure 21: Interest in packaging features, by household size, October 2015
ENVIRONMENTAL RESPONSIBILITY
Young adults less likely to recycle, more likely to look to brands
Figure 22: Environmental responsibility, by age, October 2015
Urban residents interested in learning about eco-friendly packaging
Figure 23: Environmental responsibility, by urban/suburban/rural location, October 2015
CONCENTRATED PRODUCTS
Young adults view concentrates as more eco-friendly
Figure 24: Concentrated products, by age, October 2015
Black and Hispanic consumers view concentrates as a better value
Figure 25: Concentrated products, by race/Hispanic origin, October 2015
REFILLS AND BULK/VALUE PACKAGING
Opportunity to improve the refill experience
Figure 26: Refills, by household size, October 2015
Bulk sizes offer value at the expense of convenience
Figure 27: Bulk/value packaging, by household size, October 2015
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

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