美國居家護理市場

預計2024年美國家庭護理市場規模仍將維持在較低水平，零售目前的高成長率預計仍將保持高位，零售量也將重回正值區域。雖然這種成長看似溫和，但它掩蓋了表面之下發生的更大轉變，這種轉變是由消費行為的改變、優質化的提高和永續性主導的創新所推動的。 2024年，許多類別的零售分銷價值均有所成長，但由於鞋類和家居用品趨勢的變化，磨料價值大幅下降。

本報告研究了美國家庭護理市場，確定了主要企業和品牌，並對影響市場的主要因素進行了策略分析，包括新產品開發、包裝創新、經濟/生活方式的影響、分銷和定價問題。它還提供截至 2029 年的預測。

目錄

目錄及表格

執行摘要

市場指標

市場資料

免責聲明

資訊來源

美國衣物洗護

關鍵資料發現

2024 年的發展

• 衣物洗護領域發展：優勢、顛覆與需求
• 自我護理照顧的演變：香水品牌進軍衣物洗護領域
• 無塑膠洗衣解決方案的成長

前景與機會

• 44% 的美國家庭擁有狗：這對洗衣護理趨勢意味著什麼？
• 汰漬推出平價清潔劑，應對經濟不確定性
• Dealworthy 和 Everspring 如何釋放自有品牌的雙重力量

類別指標

分類資料

美國的洗碗

關鍵資料發現

2024 年的發展

• 隨著消費者偏好的改變，自動洗碗片將取代自動洗碗
• 便利性和創新性推動零售電子商務洗碗產品銷售激增
• Dawn 和 Cascade 仍然是美國最暢銷的洗碗機

前景與機會

• 展望未來，永續洗碗品牌的成功將取決於其有效性
• 蛋白質熱潮：飲食變化導致洗碗習慣
• 預計經濟不確定性和價格上漲將持續到 2025 年，因此自有品牌機會將繼續存在

類別指標

分類資料

美國的外觀保養

關鍵資料發現

2024 年的發展

• 多用途清潔劑的興起和永續擦拭巾的日益普及
• 既定的健康與保健趨勢正在滲透到外觀保養領域
• 美國消費者回歸清潔基本需求，抑制特殊產品成長

前景與機會

• 隨著品牌開拓新的成長途徑，表面護理通路策略也不斷發展
• 隨著清潔趨勢走向自動化，地板清潔劑的需求預計將下降
• 出售主要企業以保護核心品牌

分類資料

美國漂白劑

關鍵資料發現

2024 年的發展

• 隨著消費者轉向使用通用清潔劑，漂白劑的銷售和銷售下降
• 消費者希望獲得不含漂白劑的全方位清潔
• 2023 年對 Clorox 的網路攻擊使其產品更難獲得

前景與機會

• 隨著消費者轉向更溫和的產品，銷售持續下降
• 主要品牌退出低成長機會
• Bleach 的機會在於它的簡單性和價格

分類資料

美國的廁所清潔

關鍵資料發現

2024 年的發展

• 從廁所清潔產品到外觀保養產品的轉變仍在繼續
• 自有品牌再創佳績 持續成長廁所清潔佔有率擴大
• 消費者越來越避免使用含有刺激性化學物質的清洗產品

前景與機會

• 永續創新有望在廁所清潔中脫穎而出
• #CleanTok 指導消費者購買
• 隨著成長停滯，廁所清潔迎來顛覆性機會

分類資料

美國磨料磨俱公司

關鍵資料發現

2024 年的發展

• 磨料在現代家庭中的地位正在下降
• 從主流到小眾：擦鞋業迅速衰退
• Kiwi Brands 股價持續下跌

前景與機會

• 消費者習慣的改變導致指甲油銷量持續下降
• 傳統指甲油銷量下滑，零售電商主導
• 永續性成為擦鞋產業的主要趨勢，由高階環保品牌主導

分類資料

美國空氣清淨

關鍵資料發現

2024 年的發展

• 經濟壓力和消費者優先事項的變化將導致 2024 年空氣清淨減少
• 儘管面臨銷售壓力，Bath & Body Works 仍保持空氣清淨機市場領先地位
• 從氣味控制到奢華香味：大麻激發空氣護理創新

前景與機會

• 蠟燭清新劑有望捲土重來，成為該類別的基石
• 即使消費者恢復疫情前的習慣，零售電子商務仍持續成長
• 預測期內，香味空氣護理產品預計將成長

分類資料

美國家用殺蟲劑

關鍵資料發現

2024 年的發展

• 知名品牌主導美國的家用殺蟲劑
• 突襲要點：莊臣產品滿足消費者對更安全家用殺蟲劑的需求
• 便利性和選擇性推動家用農藥零售電子商務的成長

前景與機會

• 家用殺蟲劑緩慢而穩定的成長戰勝了持續的害蟲挑戰
• 寵物友善創新和永續性將在預測期內推動成功
• 智慧技術在害蟲防治上的應用為家用殺蟲劑參與企業帶來了機會

分類資料

Home care in the US maintained low retail current value growth in 2024, with retail volume sales also returning to positive territory. While this growth appears modest, it masks the significant transformations occurring beneath the surface, driven by shifting consumer behaviours, increased premiumisation, and sustainability-driven innovation. Although many categories saw retail current value growth in 2024, polishes saw a significant decline, affected by changes in trends in footwear and home fu...

Euromonitor International's Home Care in USA market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Home Care market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Home care in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retailing developments
• What next for home care?

MARKET INDICATORS

• Table 1 Households 2019-2024

MARKET DATA

• Table 2 Sales of Home Care by Category: Value 2019-2024
• Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
• Table 4 NBO Company Shares of Home Care: % Value 2020-2024
• Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
• Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
• Table 7 Distribution of Home Care by Format: % Value 2019-2024
• Table 8 Distribution of Home Care by Format and Category: % Value 2024
• Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
• Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

LAUNDRY CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• The evolving landscape of laundry care: Dominance, disruption, and demand
• The self-care evolution: Fragrance brands expand into laundry care
• The growth of plastic-free laundry solutions

PROSPECTS AND OPPORTUNITIES

• 44% of US households own dogs: What this means for laundry care trends
• Tide adapts to economic uncertainty with affordable liquid laundry detergent
• How Dealworthy and Everspring showcase the dual power of private label

CATEGORY INDICATORS

• Table 11 Household Possession of Washing Machines 2019-2024

CATEGORY DATA

• Table 12 Sales of Laundry Care by Category: Value 2019-2024
• Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
• Table 14 Sales of Laundry Aids by Category: Value 2019-2024
• Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
• Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
• Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
• Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
• Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
• Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
• Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
• Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
• Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
• Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
• Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
• Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029

DISHWASHING IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Automatic dishwashing tablets dominates automatic dishwashing amidst shifting consumer preferences
• Convenience and innovation fuel boom of sales of dishwashing products via retail e-commerce
• Dawn and Cascade still reign supreme in dishwashing in the US

PROSPECTS AND OPPORTUNITIES

• Looking ahead, the success of sustainable brands in dishwashing will depend on efficacy
• The protein boom: Changing diets are reshaping dishwashing habits
• Opportunities for private label set to continue as economic uncertainty and high prices expected to bleed into 2025

CATEGORY INDICATORS

• Table 27 Household Possession of Dishwashers 2019-2024

CATEGORY DATA

• Table 28 Sales of Dishwashing by Category: Value 2019-2024
• Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
• Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
• Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
• Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
• Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029

SURFACE CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• The rise of multi-purpose cleaners, and the growing push for sustainable wipes
• Established health and wellness trends bleed across surface care
• US consumers return to the basics of cleaning, hampering growth for specialised products

PROSPECTS AND OPPORTUNITIES

• Surface care channel strategies evolve as brands stake out new avenues for growth
• Floor cleaners forecast to decline as cleaning trends move towards automation
• Leading companies divest to protect core brands

CATEGORY DATA

• Table 34 Sales of Surface Care by Category: Value 2019-2024
• Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
• Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
• Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
• Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
• Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
• Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
• Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
• Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
• Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029

BLEACH IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Decline in volume and value sales of bleach as more consumers switch to multi-purpose cleaners
• Consumers are leaving bleach behind for a holistic clean
• Clorox's 2023 cyber-attack leads to subsequent difficulties in the availability of its products

PROSPECTS AND OPPORTUNITIES

• Continued decline as consumers switch to less harsh products
• Leading brands to divest from low-growth opportunities
• Opportunities for bleach could lay in its simplicity and price point

CATEGORY DATA

• Table 44 Sales of Bleach: Value 2019-2024
• Table 45 Sales of Bleach: % Value Growth 2019-2024
• Table 46 NBO Company Shares of Bleach: % Value 2020-2024
• Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
• Table 48 Forecast Sales of Bleach: Value 2024-2029
• Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029

TOILET CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Continued shift towards surface care products to replace toilet care products
• Private label increases its share in toilet care after another year of sustained growth
• Consumers increasingly avoid harsh chemicals in cleaning products

PROSPECTS AND OPPORTUNITIES

• Sustainable innovation likely to stand out in toilet care
• #CleanTok guides consumer purchases
• Opportunity for disruption in toilet care as growth stagnates

CATEGORY DATA

• Table 50 Sales of Toilet Care by Category: Value 2019-2024
• Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
• Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
• Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
• Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
• Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029

POLISHES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Polishes are losing their place in modern homes
• From mainstream to niche: The rapid decline of shoe polish
• Kiwi Brands maintains its share decline

PROSPECTS AND OPPORTUNITIES

• Ongoing decline for polishes as consumer habits change
• Retail e-commerce takes the lead as sales of traditional polishes decline
• Sustainability will be an important trend in shoe polish, led by premium eco-friendly brands

CATEGORY DATA

• Table 56 Sales of Polishes by Category: Value 2019-2024
• Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
• Table 58 NBO Company Shares of Polishes: % Value 2020-2024
• Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
• Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
• Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029

AIR CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Air care declines in 2024, amidst economic pressures and shifting consumer priorities
• Bath & Body Works dominates air care, despite sales pressures
• From odour control to luxury scents: Cannabis sparks innovation in air care

PROSPECTS AND OPPORTUNITIES

• Candle air fresheners poised for a comeback as they remain a cornerstone of the category
• Retail e-commerce will continue to grow, despite consumers returning to pre-pandemic routines
• Fragrance-inspired air care set to grow in the forecast period

CATEGORY DATA

• Table 62 Sales of Air Care by Category: Value 2019-2024
• Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
• Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
• Table 65 NBO Company Shares of Air Care: % Value 2020-2024
• Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
• Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
• Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029

HOME INSECTICIDES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Leading brands are shaping home insecticides in the US
• Raid Essentials: SC Johnson's answer to consumer demand for safer home insecticides
• Convenience and choice drive retail e-commerce growth in home insecticides

PROSPECTS AND OPPORTUNITIES

• Slow and stable growth for home insecticides die to persistent pest challenges
• Pet-friendly innovations and sustainability to drive success in the forecast period
• Smart tech integration in pest control may offer opportunities for players in home insecticides

CATEGORY DATA

• Table 69 Sales of Home Insecticides by Category: Value 2019-2024
• Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
• Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
• Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
• Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
• Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
• Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029