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.
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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.
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