women and older consumers live better? He explained that yoga
has become a $27 billion industry in the US and that consumers
are looking for products that keep their yoga outfits and mats
clean. The Live Well Collaborative was formed in 2007 at the
University of Cincinnati to help companies innovate for the 50+
“What do your products do to enrich people’s lives?”he asked.
Household cleaning product marketers would argue that their
formulas do plenty to enrich consumers’ lives—reduce infection, improve health and even boost self-esteem. Last month,
the Centers for Disease Control reminded visitors to its website ( www.CDC.gov) that cleaning and disinfecting are part of
a broad-approach to prevent infectious diseases. The CDC urges
consumers and maintenance staffs to clean and disinfect surfaces
and objects that touched often as well as perform routine cleaning and disinfecting procedures correctly.
The cold and flu season is underway in the Northern
Hemisphere, which could provide a lift for the ailing spray disinfectant category, according to Information Resources Inc.,
Chicago, sales of these products in multi outlets fell more than
3.6% to $288 million for the 52 weeks ended Sept. 4, 2016. Nearly
every major player recorded a decline, but Clorox’s spray disinfectant share plunged more than 33%, according to IRI (see chart).
Overall, IRI puts household cleaning products sales in US
multi-outlets at more than $3.3 billion, a slight decline over the
previous year. But some categories performed better than others.
• Abrasive tub/tile cleaner fell 4.3% to $111.5 million;
• All purpose cleaner/disinfectant rose 2.3% to $1.1 billion;
• Chimney cleaner/soot remover rose 2.0% to $495,702;
• Drain cleaner rose 2.6% to $300.7 million;
• Glass cleaner/ammonia fell less than 1% to $233.8
• Lime/rust remover rose 2.6% to $47.6 million;
• Nonabrasive tub/tile cleaner rose less than 1% to $410.8
• Oven/appliance cleaner rose 1.6% to $179.9 million;
• Specialty cleaner rose 5.4% to $109.3 million; and
• Toilet bowl cleaner rose 2.3% to $520.6 million.
Within the toilet bowl segment, Clorox managed to boost
sales more than 10% to $143.7 million.
But to that list of retailers that includes food, drug, mass, club
and dollar stores, IRI may want to add Amazon. The one-time
bookseller is determined to make a big splash in home care, according to Torsten Pilz, VP-global specialty fulfillment. Pilz’s prediction shouldn’t be taken lightly. Since its founding in 1994, the
company has grown into a $13 billion retailer with 245,000 employees and 125 fulfillment centers holding 100 million items. But
the e-commerce giant is not above taking on traditional retailers,
too. Just last month, Amazon announced plans to open convenience stores!
“We don’t know how the world will go,” Pilz admitted in a
nod to the future. “But people will never ask us to raise prices,
reduce selection or move slower.”
Hmmm—sounds an awful lot like Walmart’s mantra from
about 20 years ago. Which just proves that astute household care
marketers and their suppliers should continue to search for the
next big thing even as they focus on eliminating the smallest of
pathogens and specks of dust. •
Looking for a new ingredient for your household cleaning
formula? A list of them starts on p. 62. And for more on the World
Conference on Fabric and Home Care, visit Happi.com
HERE’S HOPING FOR A ROBUST COLD & FLU SEASON!
The home cleaning market could use a shot in the arm. Sales of spray disinfectants in food, drug and mass channels have dipped during the past
year, according to IRI. Sales are for the 52 weeks ended Sept. 26, 2016.
COMPANY SALES CHANGE SHARE CHANGE UNITS CHANGE AVG. PRICE CHANGE
225,421,232 (2.13) 78. 19 1.23 40,498,512 ( 3.61) $5.57 $0.08
Private Label 37,162,080 (1.96) 12. 89 0.23 14,605,765 ( 3.01) $2.54 $0.03
Clean Control 11,004,040 (0.82) 3. 82 0.11 1, 102,886 (0.79) $9.98 $0.00
Clorox 7,366,600 ( 33. 76) 2.56 (1.16) 1,993,399 ( 29. 54) $3.70 ($0.24)
Auto Expressions 5,984,874 ( 9. 12) 2.08 (0.12) 1,236,022 ( 5.04) $4.84 ($0.22)
Segment Totals: $288,288,000 ( 3. 67) 100.00 60,361,736 ( 4. 97) $4.78 $0.06