Consumers shift to dollar stores

As consumers faced stubbornly high unemployment and underwhelming GDP growth in 2011, they began to seek value when shopping far more frequently. This, in turn, contributed to an ongoing increase in the use of dollar stores, in lieu of more traditional outlets, such as supermarkets and mass merchandisers, as dollar stores offered value-priced home care and other products.

Innovation should propel growth

Home care in the US will be largely reshaped over the forecast period. While consumers will begin to regain some of their spending power, they will remain somewhat value focused in their overall spending habits. This is due to the fact that many people who have lived through the recession are now conditioned towards frugality. Companies, therefore, will find growth by increasing the value of existing products through convenience and quality innovation, such as liquid tablet detergents in laundry care, which were introduced to the country in early 2012.

Table of Contents

Home Care in the US – Industry Overview

EXECUTIVE SUMMARY
Uncertain economic future impedes growth
Convenience remains a driver of growth
Companies cater to exacting consumers
Consumers shift to dollar stores
Innovation should propel growth

KEY TRENDS AND DEVELOPMENTS
Slow economic recovery sees consumers become more price-conscious
Specialty green companies see gains
Innovation continues to focus on convenience
Co-branding increases across categories
Scents expand their role in home care

MARKET INDICATORS
Table 1 Households 2006-2011

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2006-2011
Table 3 Sales of Home Care by Category: % Value Growth 2006-2011
Table 4 Home Care Company Shares 2007-2011
Table 5 Home Care Brand Shares 2008-2011
Table 6 Penetration of Private Label by Category 2006-2011
Table 7 Sales of Home Care by Distribution Format: % Analysis 2006-2011
Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2011
Table 9 Forecast Sales of Home Care by Category: Value 2011-2016
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2011-2016