Home care in 2024: The big picture
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.
2024 key trends
The home care industry is rapidly evolving in the US, shaped by shifting consumer priorities which emphasise fragrance-driven self-care, sustainability, pet-conscious formulations, and digital convenience. No longer just about cleaning, home care products are becoming sensory experiences, eco-friendly solutions, and lifestyle essentials that fit seamlessly into consumers’ daily routine.
Competitive landscape
The Procter & Gamble Co remained the undisputed leader in home care in the US in retail value terms in 2024, strengthening its grip on the industry with a rising share of sales. Its success is fuelled by a dual strategy of premiumisation and affordability, ensuring it captures consumers across all price tiers.
Retailing developments
Sales via retail e-commerce continued their rapid value sales and share growth in the US in 2024, as brands intensified their direct-to-consumer strategies, with Clorox launching its own DTC website to strengthen its digital footprint. Subscription services, and fast shipping offered by both online-only and traditional retail stores further solidified the strength of this distribution channel, making it the go-to for an increasing number of consumers.
What next for home care?
Home care in the US is set to maintain slow and stable growth rates in both retail volume and current value terms in the forecast period, with polishes the only category expected to see a declining trend in value terms. The industry is expected to continue to undergo transformation, driven by self-care, sustainability, and digital convenience.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in USA?
- Which are the leading brands in Home Care in USA?
- How are products distributed in Home Care in USA?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in the US
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in the US
KEY DATA FINDINGS
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
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
Bleach in the US
KEY DATA FINDINGS
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
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
Dishwashing in the US
KEY DATA FINDINGS
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
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
Home Insecticides in the US
KEY DATA FINDINGS
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
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
Laundry Care in the US
KEY DATA FINDINGS
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
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
Polishes in the US
KEY DATA FINDINGS
Polishes are losing their place in modern homes
From mainstream to niche: The rapid decline of shoe polish
Kiwi Brands maintains its share decline
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
Surface Care in the US
KEY DATA FINDINGS
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
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
Toilet Care in the US
KEY DATA FINDINGS
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
Sustainable innovation likely to stand out in toilet care
#CleanTok guides consumer purchases
Opportunity for disruption in toilet care as growth stagnates
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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