Hispanic and black households, large families help drive sales, as do high purchase size and purchase frequency, in part due to significant distribution across multiple channels
Shelton, CT – October 31, 2017 –Walmart leads all outlets for purchase share in the $75 billion household products market, TABS Analytics reported in its first TABS Household Care Study Webinar. This sector has much more channel competition than other consumer packaged goods (CPG) categories, TABS said. Walmart leads with 16.4 percent of purchases, but food retailers aren’t far behind with 14.9 percent. Dollar stores and home improvement stores have a 9.5 and 9.3 percent share, respectively, and there are nine outlets with a purchase share of at least 5 percent. E-commerce share of purchases is only 5 percent and TABS hypothesizes that the low share is a result of the high purchase frequency of many household products across multiple channels.
“There are a lot of meaningfully sized channels of household products,” said Dr. Kurt Jetta, TABS Analytics CEO. “Retailers seem to understand that these categories are strategically important because of their high penetration, repeat purchase rate and transaction size. These retailers are giving what’s probably a disproportionate amount of support to these categories and that doesn’t seem to be a bad thing because they’re all getting a good chunk of a very large sector.”
TABS Analytics’ Household Care Study was developed to determine what types of household care items consumers are buying, where those items are purchased, how much consumers buy and how frequently. One thousand geographically and demographically dispersed general population consumers between the ages of 18 and 75 participated in the survey. The study analyzed 15 categories: toilet paper, laundry detergent, paper towels, garbage bags, household cleaner, dish soap, facial tissue, air fresheners, fabric softeners, bleach, dishwasher detergent, mops/brooms, paper napkins, disposable tableware and floor-cleaning sheets. The study was conducted in September 2017.
Additional key findings from the study include:
Throughout 2017, TABS Analytics will be conducting six studies across the consumer packaged goods industry including personal care, baby, vitamin, food and beverage, household products, and color cosmetics. More information about previous TABS studies is available at www.tabsanalytics.com/resources.
About TABS Analytics
Operating since 1998, TABS Analytics, based in Shelton, Conn., is a technology-enabled analytics firm. Its mission is to simplify and improve the way analytics are conducted in the consumer products industry. TABS offers cloud-based software analytics and applications solutions, including TABS Insight® and TABS Total Insights™, for CPG manufacturers that integrate, harmonize, and analyze sales and marketing data. Additional services include TABS CatMan Advantage™, an outsourced category management solution, TABS WorldView™, a global business intelligence tool, and TABS Promo Insight™, a cloud-based software and consulting service that helps companies measure, plan and optimize trade spending. For more information, please call 203-446-8837, email robertbaldwin (at) tabsanalytics.com or visit www.tabsanalytics.com