1.
US Household Cleaning Tool Market
Snapshot 2013
Published June 2013

2.
Background
 The US Household Cleaning Tool Market Snapshot is based on proprietary
online consumer research.
 300 U.S. general population households were surveyed about their
household cleaning tool purchase patterns in May 2013.
 Market size is calculated using past year purchase data including annual
purchase incidence, number of purchase occasions per year, number of
items purchased per purchase occasion, and price paid per item. This
methodology offers a sound alternative to market size estimates that are
based on manufacturer reported data or extrapolations of retail store sales
tracking data. (See appendix for detailed explanation of methodology.)

3.
The Household Cleaning Tool Category is comprised of 12 product segments
Cleaning brushes Mops Brooms
Dish brushes Scrubbers//Sponges Soap dispensers
Buckets Toilet bowl brushes Disposable Toilet Cleaning
Dish Racks/Sets Household cleaning gloves Disposable gloves
US Household Cleaning Tool Snapshot 20133

4.
The US household cleaning tools market accounts for
$7,121 million in retail dollar sales and 1,243 million in
retail unit sales across all channels of distribution.
4 US Household Cleaning Tool Snapshot 2013
Units
Dollars
1,243
$7,121
Household Cleaning Tools
Market Size
(000)
Household cleaning tools category includes: brooms, buckets, cleaning brushes, dish brushes,
dish racks/dish rack sets, disposable and household cleaning gloves, disposable toilet cleaning
brushes, dust pans, mops, soap dispensers, scouring pads, scrubber sponges, sponges, and
toilet cleaning brushes.

5.
The household cleaning tool market has been declining
since 2007.
$1,700
$1,800
$1,900
$2,000
$2,100
$2,200
$2,300
$2,400
2007
2008
2009
2010
2011
2012
$2,316
$2,238
$1,958
$2,183
$2,123
$2,204
Broom, Brush & Mop Market Size
(000s)
5 US Household Cleaning Tool Snapshot 2013
Sales of brooms, brushes, and mops
declined by 1.73% per year from 2007
through 2011; rebounded in 2012.
Source: 2013 Standard Report on Broom, Brush & Mop
Manufacturing
0
200 400 600 800
1000
Units (000)
Dollars ($000)
162
$900
155
$881
U.S. Total Sales
Cleaning Tools/Brooms/Mops
(000)
2012 2011
Source: Nonfoods Handbook 2012-2013 published by
Grocery Headquarters magazine, 52 week period ending
9/9/12.
The cleaning tool/mop/broom category
declined by 2.1% in retail dollar sales and by
4.3% in unit sales in 2012.

6.
6 US Household Cleaning Tool Snapshot 2013
Scouring pads/scrubbers/sponges, mops, and brooms
account for more than 50% of dollar and unit volume.
16,335,581
35,641,267
30,086,784
72,208,282
41,658,624
52,073,280
70,819,661
99,286,387
71,861,126
87,945,984
62,053,992
66,422,362
536,094,418
1,242,487,747
0 1,000,000,000
Dish racks/dish rack sets
Dust pans
Buckets
Dish brushes
Soap dispensers
Toilet cleaning brushes
Household gloves
Cleaning brushes
Disposable toilet cleaning brushes
Disposable gloves
Brooms
Mops
Scouring pads/scrubbers/sponges
TOTAL HOUSEHOLD CLEANING…
The three largest product segments
account for 53% of unit volume
152,247,613
182,483,288
207,297,942
269,336,890
331,186,061
362,950,762
400,839,280
417,995,690
495,123,161
580,443,494
624,883,699
994,342,753
2,101,490,117
7,120,620,751
0 4,000,000,000 8,000,000,000
Dish racks/dish rack sets
Dust pans
Buckets
Dish brushes
Soap dispensers
Toilet cleaning brushes
Household gloves
Cleaning brushes
Disposable toilet cleaning brushes
Disposable gloves
Brooms
Mops
Scouring pads/scrubbers/sponges
TOTAL HOUSEHOLD CLEANING…
The three largest product segments
account for 52% of dollar volume
Source: Riedel Marketing Group online survey May 2013
52% 53%

7.
86% of US households purchased at least one
household cleaning tool in the past year.
14%
18%
18%
20%
24%
27%
28%
32%
32%
39%
41%
44%
71%
86%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Dish racks/dish rack sets
Dust pans
Buckets
Dish brushes
Soap dispensers
Toilet cleaning brushes
Household gloves
Cleaning brushes
Disposable toilet cleaning brushes
Disposable gloves
Brooms
Mops
Scouring pads/scrubbers/sponges
TOTAL HOUSEHOLD CLEANING TOOLS
Past year purchase of household cleaning tools
7 US Household Cleaning Tool Snapshot 2013
Source: Riedel Marketing Group online survey May 2013

8.
Appendix: Methodology for Estimating Market Size
Using Consumer Data
 300 U.S. general population households were surveyed about their household cleaning tool
purchase patterns.
 Respondents were asked if they had purchased any household cleaning tools in the past year.
 For each item that they purchased, respondents were asked three questions: 1) How often did they
purchase this type of item in the past year/quarter, 2) how many did they buy on each purchase
occasion, 3) how much did they pay for each item.
 This survey yielded four data points for each product segment: 1) Annual purchase incidence, 2)
average number of purchase occasions per year, 3) average number of items purchased per
purchase occasion, and 4) average price paid per item. These data points were used to calculate
market size using the following formula: ((Annual purchase incidence X total # of U.S. households)
X (# purchase occasions per year X number of items purchased per purchase occasion)) X amount
paid per item = Market Size.
 The sample was obtained from Survey Monkey Audience. Survey Monkey Audience recruits from
the diverse population of 30+ million people who complete SurveyMonkey surveys every month.
 Several years ago, to prove that the methodology was valid, I calculated market size for the
dinnerware and flatware categories using consumer purchase data and compared it to the 2007
data published by HFN magazine (which seems to be widely accepted by manufacturers as being
reasonably accurate).
8 US Household Cleaning Tool Snapshot 2013
Category
HFN 2007 Market
Size Estimate
Riedel Marketing Group
2003 Market Size Estimate
Flatware $809MM $988MM
Dinnerware $1,971MM $1,589MM

9.
About the Author
9
A.J. Riedel, Senior Partner of Riedel Marketing
Group (RMG), is a highly regarded marketing
authority in the housewares industry, the top
forecaster of housewares trends, and an
advisor to many housewares companies. A.J.
has 24 years of experience and an excellent
track record in the housewares industry. Her
knowledge and understanding encompasses
market dynamics, channels of distribution,
housewares consumers, and trends impacting
the industry, and marketing issues in the
housewares industry.
US Household Cleaning Tool Snapshot 2013

10.
About Riedel Marketing Group
For over 22 years, Riedel Marketing Group (RMG) has been providing housewares
companies with market and consumer data and insight that helps them make informed
product and marketing decisions with confidence. Housewares manufacturers, ranging
from large Fortune 500 corporations to smaller privately owned companies, seek our
expertise. Past and current clients include Cuisinart, Jarden, Newell Rubbermaid,
Progressive International, Chef’N, Jokari, Dexas, Bradshaw International, and the
International Housewares Manufacturers Association (IHA).
 Specializes Exclusively In Housewares: RMG is the only market research
company that specializes exclusively in the housewares industry.
 Knowledgeable about Housewares Industry: I understand market dynamics,
channels of distribution, consumers, history and trends, and marketing issues.
 Expertise in Research and Analysis: I have extensive experience with online
surveys, product concept tests, market and competitive assessments, and home-use
tests.
 Actionable Insight: I answer not just the “what” questions but also the “so what”
(what are the ramifications of the data) and “now what” (what do we do as a result of this
study) questions.
 Proprietary Consumer Panel: RMG is the only market research company with a
proprietary housewares-focused Market Research Online Community (MROC).
10 US Household Cleaning Tool Snapshot 2013

11.
Riedel Marketing Group Contact Information
 602-840-4948
 5327 E. Pinchot Ave., Phoenix AZ 85018
 ajr@4rmg.com
 www.4rmg.com
 www.twitter.com/AJRat4RMG
 http://www.linkedin.com/company/riedel-marketing-group
US Household Cleaning Tool Snapshot 2013