Market Trends of US Home Care Packaging Industry
This section covers the major market trends shaping the US Home Care Packaging Market according to our research experts:
Increased Demand for Household Cleaning Products Owing to the Pandemic
The United States is experiencing an increased use of e-commerce channels to procure home care products by consumers. While the share of online sales remains low, it is expected to grow during the forecast period. Furthermore, Unilever has been making new acquisitions based on selling products through online channels.
With extended periods of cleaning throughout 2020, consumers raised concerns over the side effects of traditional cleaning products on health and the environment. Throughout 2021, it is, thus, expected that the demand for home care products designed to provide cleaning efficacy will require efforts to support consumers’ physical and emotional wellbeing as well. For instance, The coronavirus pandemic caused a surge in toilet tissue sales, making toilet tissue products the leading home product category in the United States at about USD 10.4 billion.
A consumer cleaning and hygiene research presented by the American Cleaning Institute (ACI) in September 2020 was designed to tap consumer perceptions and actions regarding cleaning and disinfection practices around the COVID-19 pandemic. The survey suggested that Americans were cleaning more than ever before due to the onset of flu season.
Moreover, 86% of Americans were confident in their cleaning products to help protect themselves against coronavirus. 92% of them suggested that they are habituated to using disinfectants on surfaces in their homes. Over 50% of them plan to continue wiping down surfaces more often and using disinfecting products.
The Clorox Company (in-home care) has taken on the coronavirus threat by using its Pine-Sol Original Multi-Surface Cleaner. The product received approval from the US Environmental Protection Agency (EPA) for claims on killing SARS-CoV-2, the virus that causes COVID-19, on hard non-porous surfaces.
Increasing Awareness Over Sustainability Concerns in the Industry
Home care brands and packaging suppliers have been on a constant spree to innovate and create differentiation in a contested market space through branding. Household care packaging has untapped opportunities to help reduce plastic pollution by replacing plastic bottles with more sustainable packaging solutions like paper bottles and multi-layered cardboard cartons. This packaging represents an important opportunity to help consumers to reduce plastic consumption and might even help make recycling less complicated. The effort has also been consistent with the government; for instance, In 2020, Florida recorded nearly 47.1 million tonnes of municipal waste, of which plastic alone constituted about 7.33% of the total collection.
When looking at product-based innovation, P&G’s Microban 24 was approved by the US Environmental Protection Agency (EPA) as a sanitizing spray that is effective in killing SARS-CoV-2. With multiple other products claiming to kill 99.9% of the bacteria, Microban 24 certifies this and continues working throughout the day to provide long-lasting protection for surfaces in homes.
O3waterworks LLC introduced a household cleaning and sanitizing spray-fueled ozone. The spray bottle is known to create low-concentration aqueous ozone to break up germs and contaminants. This quickly becomes water and air, leaving no residue. The company’s Spray Bottle can be used to clean toothbrushes, wash fruits and veggies, rinse off dropped pacifiers, clean baby toys, to name a few.
Another cleaning category leader, Jelmar, refreshed its CLR line of products with a new look and a new pronunciation (‘CLeaR’). Additionally, it had run a new creative campaign, post several products were renamed. This was done to reflect the breadth of the expanded product line.
According to Unilever, the “majority” of Love Home & Planet’s packaging was made from recycled and recyclable materials. “Caps and pouches would be the next. The company is working towards 100% recycled packaging across Love Home & Planet by 2021. In the United States, Love Home & Planet includes more than 30 products for fabric care, dishwashing, and cleaning. It incorporates a concentrated laundry detergent made with sustainably sourced plant-based cleansers that are effective in cold water. A dry-wash spray is designed to prolong the life of clothes by minimizing washing while reducing water and energy use.
