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Household Surface Cleaners - US - December 2017

Household Surface Cleaners - US - December 2017

"The household surface cleaner market experienced slow growth from 2012-17 and is expected to see sluggish growth through 2022 due to the maturity of the market. While the category encompasses six segments and several sub-segments, most of its market sales comes from only three segments: all-purpose cleaners, bathroom cleaners (toilet, tub, and tile), and specialized cleaners.

Consumers are convenience-driven and rank multi-surface and disinfection attributes as the top purchase influencers when choosing a surface cleaner. This creates opportunities for product innovations focused on killing germs and improved functionality."

- Olivia Guinaugh, Home & Personal Care Analyst

This Report looks at the following areas:

Category growth remains slow
All-purpose cleaners challenge other segments
Parents express concern toward disinfection and cleaning safety

TOC available on request

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