Household Care Packaging Trends - US - January 2017

Household Care Packaging Trends - US - January 2017

Jan 2017 Mintel PackagingN/A Price :
$ 3995

Packaging and design continue to become more important in mature and highly functional household care product categories. Packaging serves as a way to stand out among competitors as well as communicate product value and information. Packaging is also a key component in shaping a consumer’s shopping and user experience, which can build on brand values such as commitment to sustainability or safety.

Table of Content

OVERVIEW

What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Slow growth across household care product categories
Figure 1: Total US sales and forecast of home laundry products, household surface cleaners, and dishwashing products, at current prices, 2011-16
Less than half of households recycle most household care product packaging
Figure 2: Household usage behaviors related to recycling, October 2016
Usage information, scent most sought label attributes
Figure 3: Labeling attributes, October 2016
The opportunities
For younger adults, smart packaging with health focus is important
Figure 4: Importance of select labeling attributes, by age, October 2016
Promoting convenience to attract parents
Figure 5: Select behaviors and attitudes toward packaging, by parental status, October 2016
Focus on dispensing features for waste reduction
Figure 6: Attitudes toward packaging, dispensability, and dosage, October 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Slow growth in household categories
Bottles dominate but flexible pouches gaining popularity
New packaging gains momentum as reason for product launches
Packaging innovation focuses on serving aging population

MARKET PERSPECTIVE
Slow growth among household categories
Figure 7: Total US sales and forecast of home laundry products, household surface cleaners, and dishwashing products, at current prices, 2011-16
New packaging gains ground as reason for new product launches
Figure 8: Share of household care product launches, by launch type, 2010-16
Bottles dominate packaging, flexible pouches gaining some popularity
Figure 9: Share of household care product launches, by packaging type, 2011-16
Labeling programs focus on health, safety, and sustainability

MARKET FACTORS
Aging US population
Figure 10: Population aged 18 or older, by age, 2012-22
Decline of households with children, household size
Figure 11: US Households, by presence of own children, 2005-15
Figure 12: Average Population Per Household, 2010-16

KEY PLAYERS – WHAT YOU NEED TO KNOW
Pouches and portability drive new packaging innovation
Sustainability claims fall flat
Improved dispensability adds value

WHAT’S WORKING?
Pods, pouches, and portability
Method of design
Focus on health and safety
Figure 13: Tide spot the risk, be safe ad, April 2016

WHAT’S STRUGGLING?
Sustainable packaging struggles to resonate
Packaging design and innovations could invigorate private label

WHAT’S NEXT?
Dispensability and dosage features to add value
Demographic-specific packaging
Apps that support ‘mobile-engaged’ packaging

THE CONSUMER – WHAT YOU NEED TO KNOW
Cleaning essentials experience heaviest usage rates
Plastic tub, cardboard carton receive high marks for modern appeal
Usage information, scent most likely to command attention
Less than half of respondents recycle
Packaging design remains crucial, offers differentiation opportunities
Value-added innovations garner most interest

HOUSEHOLD CARE PRODUCT USAGE
Household essentials experience heaviest usage
Figure 14: Household product usage, October 2016
While men help with chores, women remain heavier users
Figure 15: Select household care product usage, by gender, October 2016
Younger adults’ usage dictated by convenience
Figure 16: Select household product usage, by age, October 2016
Household income, living situation impact product usage
Figure 17: Select household product usage, by household income, primary residence, October 2016
Parents using range of household products
Figure 18: Select household product usage, by parental status, October 2016

HOUSEHOLD CARE PRODUCT PACKAGING ATTRIBUTES
Plastic tub, cardboard carton get high marks for modern, visual appeal
Cans, pouches seen as portable, compact
Opportunity to improve perceptions around bottle packaging
Figure 19: Correspondence Analysis – Household Care Packaging Trends, October 2016
Figure 20: Household Care Packaging Trends, October 2016
Correspondence analysis methodology
Younger consumers associate pouches with being modern, premium
Figure 21: Perceptions of flexible pouch packaging, by age, October 2016
Figure 22: Perceptions of spray bottle packaging, by age, October 2016
Product packaging design attitudes
Wipes offer the quick clean up but liquid bottle translates to cost savings
Figure 23: Qualitative responses: attitudes toward packaging, hard surface cleaning products
Visual appeal and design essential for dishwashing product packaging
Figure 24: Qualitative responses: attitudes toward packaging, dishwasher products
Laundry products are all about dispensing features
Figure 25: Qualitative responses: attitudes toward packaging, laundry products

HOUSEHOLD CARE PRODUCT LABELING ATTRIBUTES
Usage information, scent profile most likely to draw attention
Figure 26: Labeling attributes, October 2016
Younger adults look for health, ingredient claims
Figure 27: Importance of select labeling attributes, by age, October 2016
Hispanics receptive to sustainability claims, natural ingredients
Figure 28: Importance of select labeling attributes, by race and Hispanic origin, October 2016
Eco-friendly packaging more important for parents
Figure 29: Importance of select labeling attributes, by parental status, October 2016

HOUSEHOLD CARE PRODUCT PACKAGING RELATED BEHAVIORS
Consumers prefer to stow household cleaning products
Less than half recycle household care packaging
Space remains an issue…
yet more consumers opt for bigger versus smaller package size
Figure 30: Packaging related behaviors, October 2016
25-34s, Hispanics a potential market for small, decorative packages
Figure 31: Select packaging related behaviors, by age, October 2016
Figure 32: Select packaging related behaviors, by Hispanic origin, October 2016

ATTITUDES TOWARD HOUSEHOLD CARE PRODUCT PACKAGING
Reducing product waste represents value
Figure 33: Attitudes toward packaging, dispensability, and dosage, October 2016
Safety, packaging design are influential
Figure 34: Attitudes toward packaging, labelling, and safety, October 2016
Despite size, make it stackable
Figure 35: Attitudes toward packaging, storage, and size, October 2016
Dispensing features could fetch a premium from Millennials
Figure 36: Select attitudes toward packaging, by generation and Hispanic Millennials, October 2016
Parents judge product by its cover
Figure 37: Select attitudes toward packaging, by parental status, October 2016

HOUSEHOLD CARE PRODUCT PACKAGING INNOVATIONS
Good to the last drop: focus on dispensability innovations
Figure 38: Packaging innovations, October 2016
Interest in innovation varies by age
Figure 39: Select packaging innovations, by age, October 2016
Figure 40: Select packaging innovations, by age, October 2016
Parents express interest in quicker cleaning solutions
Figure 41: Select packaging innovations, by parental status, October 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

Ask for discount before buying this report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Country :
  • Your Requirement
  • Security Code *
* denotes fields which must be completed

Buy This Report


Select License Type :

$ 3995
$ 3995

Do you wish to check sample of this report?

Have Query?


Research Assistance

For Enquiries, Call :

+1-800-998-4852US Toll Free

Email : sales@marketresearchhub.com

Back To Top