According to Transparency Market Research, the competitive landscape of the U.S. specialty household cleaners market is dominated by key players such as Reckitt & Benckiser, Unilever, and P&G, which were the only three major specialty household cleaner manufacturers to hold a double-digit share in the market in 2012. The combined share of these three industry giants was 37.3% in 2012.
Reckitt & Benckiser is expected to keep up their dominant share in the U.S. specialty household cleaners market through the forecast period due to their unified sales strategy in North America and Europe, which will speed up their operations and reduce overall costs. The high entry barriers for new entrants in the U.S. specialty household cleaners market will also be beneficial for established giants such as Reckitt & Benckiser.
Other major players in the specialty household cleaners market include Clorox Co., S.C. Johnson & Son, Inc., Henkel, and Procter & Gamble Co.
Increasing Concerns over Risk of Infectious Diseases Drive Demand for Specialty Household Cleaners
One of the prime drivers for the demand for specialty household cleaners is the increasing awareness about the risk of infectious diseases. Airborne and waterborne diseases can readily spread due to a general lack of hygiene. The microorganisms responsible for several respiratory diseases, gastric diseases, and skin infections can be eliminated with the use of specialty household cleaners, the modern variants of which are prepared keeping in mind their desired utility in ridding a household of pathogens.
The increasing number of working women has also increased the demand for specialty household cleaners. While women have traditionally been cast as the homemakers, making household cleaning their responsibility, major economies have witnessed a major shift in recent years, with developed as well as developing economies such as the U.S., China, India, Japan, Germany, Brazil, and Mexico all exhibiting a significant increase in female labor participation in recent years. This has resulted in an increasing demand for advanced cleaning products, which are more efficient and convenient than conventional products and thus fit into the busy lifestyle of a modern household. This is another major driver for the U.S. specialty household cleaners market.
Through the forecast period, the trajectory of the specialty household cleaners market is expected to be determined by the innovation of environment-friendly products. Due to the increasing awareness about the adverse environmental impact of advanced specialty household cleaners, major manufacturers are increasingly focusing on developing cleaner formulations that don’t harm the environment once they leech off.
Health Risk Posed by Concentrated Chemicals Holds Back U.S. Specialty Household Cleaners Market
The major restraint on the U.S. specialty household cleaners market is the risk posed by the strong cleaning formulations on the health of the user. While specialty household cleaners have to be concentrated in order to be effective, inadvertent prolonged exposure to them can cause significant health problems. This has forced manufacturers to come up with formulations that eradicate pathogens without harming humans, which requires complicated and cost-intensive research. This is further exacerbated by the volatile prices of the materials used in specialty household cleaners.
U.S. Specialty Household Cleaners Market to Exhibit 6.60% CAGR 2012-2018
The U.S. market for specialty household cleaners was valued at US$5.1 bn in 2011. The market’s valuation is expected to rise to US$7.9 bn by 2018 at a steady CAGR of 6.60% between 2012 and 2018.
By application, bathroom cleaners emerged as the largest segment of the U.S. specialty household cleaners market in 2011, with a valuation of more than US$1.8 bn. However, the other applications segment, comprising applications such as outdoor grills, furniture, garage, patio surfaces, and work spaces, is the fastest growing application segment of the U.S. specialty household cleaners market.
The information presented in this review is based on a Transparency Market Research report, titled, ‘Specialty Household Cleaners Market - U.S. Industry Analysis, Size, Share, Growth, Trends and Forecast, 2012 - 2018.’
The U.S. specialty household cleaners market is segmented as follows:
Product Segmentation of Specialty Household Cleaners Market
- Glass cleaners
- Auto polishes
- Hard surface cleaners
- Toilet bowl cleaners
Application Segmentation of Specialty Household Cleaners Market
- Other areas of the house