by Brianna Crandall — January 12, 2018 — The highly competitive nature of the jansan cleaning market has caused cleaning product suppliers to look deeper into end-user preferences and usage patterns to identify pockets of growth. Such insights help their business thrive in the $4.4 billion jansan cleaning market, according to worldwide consulting and research firm Kline & Company’s 2017 edition of Janitorial and Housekeeping Cleaning Products: U.S. Market Analysis and Opportunities report.
According to the report, which is based on surveys with over 1,000 end users, hard-surface, hand-care, and floor-care products are the largest product categories, together accounting for over 85% of the total market value.
Liquid products dominate the industry, with concentrates and ultra-concentrates being popular for the efficiency they offer end-users.
Interestingly, spending on floor care cleaning products is decreasing, as new construction uses lower-maintenance flooring surfaces, while other end-users report performing floor care tasks, such as stripping and refinishing, less frequently as a way of cutting costs.
About half of the respondents report the usage of liquid and foam hand soaps. Foam continues to be adopted due to its “less mess” value proposition and popularity among patrons. Foam hand soaps, instant hand sanitizers, and aerosol odor-control products show the fastest growth rates from 2014.
Increased efficiency and equitable prices drive demand for green cleaning chemicals among education end-users who seek safety at their facilities.
About 16% of end users report using hydrogen peroxide disinfectants, most coming from the healthcare, education, and nursing home/assisted living segments.
Healthcare facilities and nursing homes are the fastest-growing end users due to the aging population and increased frequency of cleaning in hospitals, as they seek to discharge patients sooner. Contract cleaners, the third fastest-growing segment, are adding more types of accounts to their portfolio beyond just office buildings. By offering custodial services at sometimes half the hourly charge rate, they continue to acquire users from the price-sensitive education segment.
Fast-casual restaurants, the fastest growing end-use segment in 2014, continues to grow albeit at a slower pace in 2017. This is due to fewer new fast-casual restaurants being opened and increased competition from fast-food chains with updated menus and interior designs, which has helped drive more visits from customers.
The competitive landscape is highly fragmented, with the top 25 suppliers accounting for 55% of total market value. There is slow but steady industry consolidation towards larger market suppliers. Diversey, after being divested by Sealed Air to Bain Capital, is the leading supplier of janitorial and housekeeping cleaning products, followed by Ecolab, the leader in the foodservice sector, and GOJO Industries, according to the report.
Consumption of the janitorial and housekeeping cleaning products is expected to reach $5 billion at the end user’s level in 2022. Lodging establishments, fast food restaurants, and industrial facilities are expected to show the highest growth rates over the following five years.
These and other market shifts and detailed survey results based on over 1,000 interviews with jansan cleaning product end-users, and 70 unstructured interviews with suppliers, distributors, and trade associations are now available in Kline’s Janitorial and Housekeeping Cleaning Products: U.S. Market Analysis and Opportunities report.
The foodservice cleaning segment is analyzed in a related report: Foodservice Cleaning Products: U.S. Market Analysis and Opportunities.
Kline & Company has served the management consulting and market research needs of organizations in the agrochemicals, chemicals, materials, energy, life sciences, and consumer products industries for nearly 60 years.