Tom Branna, Editorial Director01.02.23
The pandemic put a renewed emphasis on cleanliness. But when lifestyles returned to normal, so too did consumer cleaning habits. As a result, sales of hard surface cleaners and disinfectants fell sharply in 2022. Fabric care products were not immune to consumer apathy. According to IRI, while laundry detergent dollar sales rose in food, drug and mass, the gains could be attributed to price increases caused by soaring inflation rates and tight supply. Overall, unit sales declined, according to IRI (see the related charts within this feature to learn more). Sales are down, but experts say other factors are at play besides cleaning fatigue.
Dean General, SVP-commercial development/sales and GM retailer brands, Henkel Consumer Brands North America, cited an American Cleaning Institute (ACI) consumer study that found 85% of Americans planned to keep up with their new cleaning routines after the pandemic.
Kao executives agreed that unit sales have declined in the past year; but not necessarily due to laundry lethargy. Rather, it could be attributed to sev
Dean General, SVP-commercial development/sales and GM retailer brands, Henkel Consumer Brands North America, cited an American Cleaning Institute (ACI) consumer study that found 85% of Americans planned to keep up with their new cleaning routines after the pandemic.
Kao executives agreed that unit sales have declined in the past year; but not necessarily due to laundry lethargy. Rather, it could be attributed to sev
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