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Shopping for Household Care Products - US - July 2015

Shopping for Household Care Products - US - July 2015

Long after the official end of the recession, getting the lowest price remains a key objective of household care product shoppers. This interest in savings, along with retailers’ and manufacturers’ willingness to play into it with discounts and promotions, helps to explain why most major household care categories have experienced little or no sales growth in recent years. For category competitors looking for growth, a key challenge is to encourage consumers to think about more than just price when shopping for household care products.

This report looks at the following areas:

Prices likely to guide store choice, but other factors also come into play
Deal hunting often starts at home
Household care shoppers gravitate to familiar brands


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Reasons for selecting store shopped most often, March 2015
Figure 2: General household care shopping behaviors – Prestore, by where household care products are purchased most often, March 2015
Figure 3: Category-specific household care shopping behaviors, March 2015
Figure 4: Responsibility for shopping for shopping for household care products, by gender and age, March 2015
The opportunities
Figure 5: Interest in household care shopping concepts, March 2015
Figure 6: Attitudes toward shopping for household care products, March 2015
What it means
THE MARKET
What you need to know
Household income remains weak, keeps pressure on household care categories
Rising consumer confidence could help market
Intensified retail competition in mature household care categories
Market factors
Household income stabilizes but remains weak
Figure 7: Median household income, in inflation-adjusted dollars, 2003-13
Rising consumer confidence could help market
Figure 8: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-15
Households with kids decline as a percentage of all households
Figure 9: Households, by presence of children, 2003-13
Growing influence of Hispanic market
Figure 10: Households with own children, by race and Hispanic origin of householder, 2013
Figure 11: Population, by race and Hispanic origin, 2010-20
Market perspective
Intensified retail competition in mature household care categories
Figure 12: Total US sales of household paper products, home laundry products, household surface cleaners, and dishwashing products, at current
prices, 2009-14
Household paper products
Home laundry products
Household surface cleaners
Dishwashing products
KEY PLAYERS
What you need to know
Mass merchants lead “others” to market share gains
Supermarkets continue to lose share
Online retailers move to simplify shopping for household essentials
What’s working?
Mass merchants lead “others” to market share gains
Figure 13: Other channel share of total sales of household paper products, home laundry products, household surface cleaners, and dishwashing
products, 2012 and 2014
What’s struggling?
Supermarkets continue to lose share
Figure 14: Supermarket share of total sales of household paper products, home laundry products, household surface cleaners, and dishwashing
products, 2012 and 2014
What’s next?
Amazon Dash Button an effort to simplify replenishment shopping
Jet shopping club promises
ePantry acts as curator for eco-friendly brands
THE CONSUMER
What you need to know
Gender gap in shopping responsibility shows signs of narrowing
Walmart and Supermarkets are top destinations
Prices likely to guide store choice, but other factors also come into play
Deal hunting often starts at home
Household care shoppers gravitate to familiar brands
In-store tactics could increase engagement in household care shopping
Household care shopping holds potential for emotional payoff
Responsibility for household care product shopping
Women more likely to shop for household products, but gap is narrowing
Figure 15: Responsibility for shopping for household care products, by gender and age, March 2015
Where household care products are purchased
Wide variety of stores shopped, Walmart and Supermarkets are top choices
Figure 16: Where household care products are purchased, March 2015
Walmart and Target especially popular among young adults
Figure 17: Top retailers where household care products are purchased most often, by gender and age, March 2015
Walmart and dollar stores skew strongly to lower household incomes
Figure 18: Top retailers where household care products are purchased most often, by household income, March 2015
Reasons for selecting store shopped most often
Prices likely to guide store choice, but other factors also come into play
Figure 19: Reasons for selecting store shopped most often, March 2015
Figure 20: Reasons for selecting store shopped most often, by where household care products are purchased most often, March 2015
General household care product shopping behaviors
Deal hunting often starts at home
Figure 21: General household care shopping behaviors – Prestore, by where household care products are purchased most often, March 2015
Looking for deals in the aisle most likely in supermarkets, Target
Figure 22: General household care shopping behaviors – In-store, by where household care products are purchased most often, March 2015
Category-specific household care shopping behaviors
Household care shoppers gravitate to familiar brands
Toilet paper, laundry detergent command greatest loyalty
Figure 23: Category-specific household care shopping behaviors, March 2015
Interest in household care shopping concepts
In-store tactics could increase engagement in household care shopping
Complementary product discounts could encourage incremental purchases
Moderate interest in subscriptions, opportunity to promote omnichannel experience
Figure 24: Interest in household care shopping concepts, by age, March 2015
Attitudes toward shopping for household care products
Household care shopping holds potential for emotional payoff
Different opportunities from retailer to retailer
Figure 25: Attitudes toward shopping for household care products, by where household care products are purchased most often, March 2015
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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